This paper has two parts. You must fully answer both parts
This is an opportunity to consolidate learning and to apply the marketing topics (concepts and theories) that is learned in two “real world” situations.
Do not have to use external resources, as these textbooks (Marketing Management, 15TH Edition and Ethical Marketing) and other assigned materials should be sufficient. If you choose to engage in further research, feel free to do so – but make sure that you use academically sound sources – absolutely no wiki sites, blogs, etc!!!
Answer the questions that are asked. No credit is earned for including what you know about a topic that is tangent to or unrelated to the questions.
Do not use a lot of quotes. Quotes show me you can copy a statement, but it doesn’t reflect that you really understand what is being said. Instead, explain your understanding of the information and communicate how it applies to the question at hand. (Remember that citations are required for paraphrased material as well.)
You have limited space, so make it count. Make your points quickly, offer strong support for your positions and make sure to make the connection between your points and the course material.
o Save paper as a .doc or .docx (Word) file
o Do not include a cover page or an abstract.
o The running header should be my name (first/last) and the words “Midterm Exam”
• Final paper should be 7-10 pages (double-spaced, using 1″ margins and Times New Roman 12 point font), plus your reference page.
• Paper will have two parts. Format the heading for each part as a first-level heading (see APA resources), and section headings (of each part) as second level headings.
• Citations and a reference page, in APA format, are required – you must cite the article and any other resources that you use (including the text) to complete your paper.
Content Requirements: Part 1
The assigned reading for the Part 1 of the Paper is:
Warnaby, G., & Finney, J. (2005). Creating customer value in the not-for-profit sector: A case study of the British Library. International Journal of Nonprofit and Voluntary Sector Marketing, 10(3), 183-195.
In Part 1 of the paper you will identify five different and distinct marketing theories/concepts that has been cover in Marketing Principles, Regulation, and Ethical Issues. Fully describe how and why the British Library applied each of these theories/concepts to improve the organization.
Part 1 of the paper will have an introductory paragraph, followed by five sections.
For each section heading, indicate the marketing topic (theory or concept) you will be presenting, and the chapter from the text in which that topic is discussed. For example, a section heading could be something like this: Target Markets (Chapter 9).
To be clear, you may only select one topic per chapter to apply to the British Library. Beyond that requirement, it is up to you which topics you discuss.
In the text body of the section:
o Describe how the marketing theory/concept was applied/used by the British Library.
o Critique the application: how successful you feel the application was (and why).
o Incorporate marketing models and cite experts, as appropriate, to support your explanations.
Content Requirements: Part 2
The assigned reading for the Part 2 of the paper is accessible by clicking here ? Newton (2014). If the hyperlink does not work, you may find the article using the following citation information:
Newton, C. (2014, August 26). This is Uber’s playbook for sabotaging Lyft. The Verge. Retrieved from https://www.theverge.com/2014/8/26/6067663/this-is-ubers-playbook-for-sabotaging-lyft
In Part 2 of the paper, you will complete an ethical analysis of Uber’s decisions/actions. It will have an introduction, four “main body” sections, and a conclusion.
In the introduction:
o Describe the marketing practices reported in the article.
o Identify the stakeholders involved in or affected by these practices.
In each section, applying each of four ethical theories (one theory per section) to analyze and evaluate the ethics of Uber’s decisions/actions:
o Duty-based theory
o Contract-based theory
o Virtue-based ethics
In the conclusion: state your final position regarding Uber’s decisions/actions – are they ethical or unethical?