What are the corporations best defenses in the face of this kind of consumer criticism?

Please see the three attached files for detailed instructions. DISCUSSION QUESTION 5-1 MK640 Marketing and Advertising

Lesson 5: Delivering Value

Discussion Question 1 (25 points)

Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Appropriately cite all resources used to answer the discussion questions and include an APA-formatted bibliography for each. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc.

Reynold’s, a supermarket chain, carries the K-Nine range of dog food manufactured by JGB. However, the chain does not interact directly with JGB, but obtains stocks from wholesalers. It has been suggested that Reynold’s save costs by sourcing products directly from JGB. However, Mal, the CEO of Reynold’s, insists that wholesalers are the most hassle-free option for Reynold’s. What can Mal say to justify this? Provide at least three (3) reasons. (25 points) (A 1½-page response is required.)

DISCUSSION QUESTION 5-2 MK640 Marketing and Advertising

Lesson 5: Delivering Value

Discussion Question 2 (25 points)

Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Appropriately cite all resources used to answer the discussion questions and include an APA-formatted bibliography for each. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc.

Explain the three (3) distribution strategies based on the number of intermediaries. (25 points) (A 1½-page response is required.)

ACTIVITY 05 MK640 Marketing and Advertising

Lesson 5: Delivering Value

Activity 5: Corporate Memo (100 points)

You are working for the Collegetown-based California Happy Valley Beverage Corporation, marketers of California Sunshine Filtered Water. The product has a colorful label and sells well throughout the state, especially among environmentally-conscious consumers. A member of the Collegetown City Council, with a reputation and record for activism, ran across several controversial articles about filtered water production and distribution and proceeded to raise a ruckus, questioning the integrity of Happy Valley Beverage Corporation and the suitability and value of its bottled water product.

The city council has written a pointed letter to your corporation and copied it to the local newspaper, mirroring these concerns. On the attractive bottle label, you and thousands of other consumers can read the statement that “every drop of this healthy, refreshing beverage is guaranteed to be filtered in conformance with all applicable California and federal government regulations.” What the label does not explicitly state, however, is that the water is actually tap water from the town’s municipal system, a fact that has now been exposed.

As a newly minted MBA who has only recently assumed the Director of Marketing and Community Relations position, you have been assigned the happy privilege of answering the letter. Even though you have two other “rookies” who can assist in the research and composition, the responsibility for the content rests with you. In order for your assistants to do a good job, you have to supply them with some of the basic arguments that will uphold your company’s reputation and stem the tide of this public relations brouhaha.

You must cite all resources used and include an APA-formatted bibliography. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. (100 points) (A 2-page response is required for the combination of Parts A and B.)

Part A​Read and consider the material in your Required Readings. Find at least two (2) additional journals and/or news articles that might help you outline a response to why consumers should pay for bottled tap water and determine what other defenses your company could use against this type of consumer activism. You will use this research in Part B.

Part B​Write a two (2)-page memo to your “rookie” associates explaining the company’s present circumstances. Note that your memo will likely be used as the basis of your company’s response to the accusations of the Collegetown City Council. Include responses to the following issues in your memo and support them with the research that you found in Part A. In addition, use correct format in your memo.

1. Why will/should people pay for a bottle of water? Give a minimum of three (3) reasons supported by the research.

2. What are the corporations’ best defenses in the face of this kind of consumer criticism? Give at least three (3) defenses with an explanation of why each is important.

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