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colonial and intergenerational trauma this week centres on the external forces that impose structural, political, and interpersonal violence on Indigenous peoples

Directions: Our conversation on colonial and intergenerational trauma this week centres on the external forces that impose structural, political, and interpersonal violence on Indigenous peoples. In previous weeks we have discussed how this has occurred via policy and legislation.

In your forum posting this week, I would like you to consider the role of the health sector in centering trauma-informed care. How would you define trauma-informed care? What might the role of health care practitioners look like in supporting Indigenous patients with “complex, continuous, collective, cumulative, and compounding forms of colonial trauma” (Mitchel et al. 2019)? Are there any barriers that practitioners or policy-makers might face in centering trauma-informed care as an ethic of practice in health settings? Or, if you have seen an example of the ethic of trauma-informed care in practice, please share with your peers how you thought it was successful or could be improved.

The readings and links please limit your answer to under 500 words and respond to at least one other student comments.

Readings Required: Mitchell, T.; Arseneau, C.; & Thomas, D. (2019). Colonial Trauma: Complex, continuous, collective, cumulative and compounding effects on the health of Indigenous peoples in Canada and beyond. International Journal of Indigenous Health, 14 (2), 74–94. DOI 10.32799/ijih.v14i2.32251

Required: Aguiar, W. & Halseth, R. (2015). Aboriginal peoples and historic trauma: the process of intergenerational transmission. Prince George, BC: National Collaborating Centre for Aboriginal Health. https://www.ccnsa-nccah.ca/docs/context/RPT-HistoricTrauma-IntergenTransmission-Ag uiar-Halseth-EN.pdf

Reponses to Student As a future social worker who will be working within the healthcare system, I believe it is crucial that I identify and understand what it means to work with Indigenous people from a trauma-informed care stance. I would define trauma-informed care as a framework that is based on having knowledge and understanding of how trauma has affected and continues to effect, Indigenous people’s lives and the ways in which they receive help from service providers. Some concepts that are centered around trauma-informed care are understanding what trauma is, recognizing the ways trauma effects each person differently, and how the service user and provider respond to the trauma and the help.

As an employee of the healthcare system, I have seen first-hand how Indigenous people are treated within healthcare and the ways in which they are systematically pushed through the healthcare system that leaves major gaps in the trust, care, and compassion

https://jps.library.utoronto.ca/index.php/ijih/article/view/32251/25279
https://www.ccnsa-nccah.ca/docs/context/RPT-HistoricTrauma-IntergenTransmission-Aguiar-Halseth-EN.pdf
https://www.ccnsa-nccah.ca/docs/context/RPT-HistoricTrauma-IntergenTransmission-Aguiar-Halseth-EN.pdf

that healthcare workers should be providing their patients. I believe that one of the major factors in the roles of healthcare professionals should be to allow our patients to have a say in their care. Upon meeting our patients, we need to allow them to feel safe in their surroundings, be able to ask questions, and be allowed to say what they are comfortable with or where they comfort level ends. We need to understand that racism is prevalent in today’s society, whether we agree or disagree, racism is upon us. Indigenous people’s fears are not heard, and the reality of their care is the “get them in and get them out” mentality. Not all the time, but very often, when an Indigenous person enters an emergency department, they are flagged as a “drug seeker” before anyone even speaks to them. With this mentality, the ways in which Indigenous people are supported in healthcare will never change.

As Mitchel et al. (2019) states, there are many terms used to characterize the enduring trauma of Indigenous peoples; historical trauma, collective trauma, post-traumatic stress, intergenerational trauma, historical loss, post-traumatic stress response, colonial trauma, and colonial injury. Barriers that could arise when centering care around trauma-informed care are, service users not aware or acknowledging past traumas, avoiding asking certain question and allowing clients to disclose personal trauma, clients not wanting to disclose personal trauma that could affect the outcome of care, limited resources and knowledge from both the service user and provider, and any ongoing or lasting conflicts that may arise within the circle of care. The trauma that is affecting people today has been ongoing pain that stems from 5 centuries of intergenerational trauma lived through many family units. Ignoring the root causes and ability to work from past trauma will dramatically effect trauma-informed care practices.

Reference

Mitchell, T.; Arseneau, C.; & Thomas, D. (2019). Colonial Trauma: Complex, continuous, collective, cumulative and compounding effects on the health of Indigenous peoples in Canada and beyond. International Journal of Indigenous Health, 14 (2), 74–94. DOI 10.32799/ijih.v14i2.32251

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Majdanek was the very first concentration camp liberated by the Soviet forces, and they immediately commenced investigations with the intention of prosecuting the guards and officers for war crimes

1.

Majdanek was the very first concentration camp liberated by the Soviet forces, and they immediately commenced investigations with the intention of prosecuting the guards and officers for war crimes. Which statement BEST explains why the Soviets felt so outraged and determined to try Nazis for what happened at Majdanek?

Poland was an ally of the Soviets, so they were determined to avenge any blood shed while the Nazis had occupied it.

The Soviets believed in hard labor for prisoners but the use of chemical gas to exterminate prisoners was reprehensible to them.

The camp was left with thousands of Soviet POWs so what had happened here was truly war crimes in Soviet eyes.

2.

The result of a relatively incompetent commandant, what especially stood out about the camp at Majdanek when the Soviets arrived?

It was the only camp with live prisoners left in it to testify.

It was almost completely intact with little evidence destroyed.

All the prisoners in the camp had been exterminated.

3.

As the Soviet troops approached, Nazi officials ordered prisoners of Auschwitz to march toward Germany. Which prisoner would MOST likely be left behind?

Kuba, age 18, who had worked in the munitions factory

Magda, a 35-year-old worker in the sorting house

Yankel, age 23, who had contracted typhus

Anya, a 30-year-old Jewish midwife

4.

Tzeitel and her sister Chava were among those liberated at Auschwitz when the Soviet troops arrived. The two girls had been transported from their home on the Russian/Polish border to the camp almost two years before. When the Nazis came to the village of Parkoszewo, they first took Tzeitel’s father. Then they came for the rest of the family. Tzeitel does not know if her father has survived the Holocaust, and the only way she can think to find him is to return to their village. As many of the liberated prisoners did, how will Tzeitel and Chava MOST likely find their way home?

They were given rides on the tanks of Russian soldiers.

They walked back to their village on foot.

They first went to DP camps and then were dispersed by bus home.

5.

As they encountered and liberated concentration camps, American troops became more and more shocked by the scenes in front of them. By far, Dachau was the worst of the camps that US soldiers were exposed to. How were the conditions at Dachau related to the liquidation of some of the other camps?

Dachau had somehow been forgotten when the liquidation of camps was happening.

Thousands of prisoners had been sent to Dachau as other camps liquidated, creating overcrowding.

The commandant of Dachau refused to leave his post as other commandants did, keeping Dachau intact for liberators.

6.

How did the Nazi officials plan to deal with remaining prisoners in Bergen-Belsen?

They planned to send all to the gas chambers and then cremate the bodies.

They planned to leave them in place without food or water to starve to death.

They planned to move them to another camp within the German borders.

7.

Why were the rations provided by the UNRRA insufficient for recovering prisoners?

They did not have enough starch to provide needed vitamins.

They were high in starch and couldn’t be digested by refugees.

They only sent a small amount because they didn’t know the scope of the issue.

8.

How many refugees eventually settled in Israel?

80,000

136,000

250,000

9.

Even though some thought that Palestine was a good spot for repatriated Jews, what alternative did Britain offer instead?

They detoured the emigrants to the island of Cyprus.

They wanted the Jews sent to Siberia instead.

They championed the Madagascar Plan to settle the Jews.

10.

DP camps were placed well away from concentration camp sites.

True

False

11.

In the displaced persons camps, Orthodox Judaism experienced a resurgence.

True

False

12.

How did Operation Brandt impact German soldiers?

Operation Brandt provided care for traumatized soldiers.

Operation Brandt killed shell-shocked soldiers, defining them as mentally ill.

Operation Brandt sent German soldiers into Poland.

13.

Which Nazi concentration camp was known for having a huge population of Roma?

Dachau

Auschwitz-Birkenau

Bergen-Belsen

14.

Jardani is a Sinti who has been swept up in the Nazi raids. He is transferred to a concentration camp, along with other Romani. Jardani feels that no one understands what is happening and decides to petition for help. Since Jardani is Sinti, who would he MOST likely ask for help?

He would ask only other Sinti or Roma.

He might reach out to the Catholic bishop.

He might attempt to contact the American government.

15.

Why were many Roma recipes and traditions lost after the elderly Romani were killed during the war?

Roma did not have many children, so they died out.

Roma did not write down their history, so it died with the elderly.

The younger generation did not care about Romani culture.

16.

In the plan to settle all of Europe with their new, superior race, the Nazis did make allowances for some types of people who might be able to be absorbed into their culture or Germanized. Why weren’t the Polish people found suitable for Germanization?

They did not have desirable features like blond hair and blue eyes.

Their political views were not considered compatible with Nazi philosophy.

They were of a religion that the Nazis could not tolerate.

17.

In the 1930s, concentration camps within Germany were filling with political prisoners. At that time, what was the ultimate plan for these prisoners?

They were to be rehabilitated because they were racially valuable.

They were to be worked to death because they were not good for society.

They were to be executed publicly as warning to all who rebelled.

18.

How was the Law for Prevention of Hereditary Disease used when it came to chronic alcoholics or beggars on the street?

The law was used to force sterilization on them.

The law was used to send them to the gas chamber.

This law did not apply to asocials like alcoholics or homeless.

19.

How did the Nazi government view those who were homosexual?

They were seen as an inferior race.

They were seen as treasonous against Germany.

They were suspected of collaborating with Communists.

20.

Operation Brandt is named after a street in Berlin.

True

False

21.

When evidence was presented about the horrible conditions present in Bergen-Belsen, defendants Walther Funk and Hans Fritzche were visibly distressed. What MOST likely fueled this reaction?

They were worried that what they’d done was now exposed.

They had not been aware of the extent of the conditions.

They were upset that Hitler was not there to see the destruction.

22.

As part of his work coordinating the delivery of Zyklon B gas for his company, CEO Hermann Schmitz made trips to camps in Poland, Germany, the Netherlands, Ukraine, and Belarus. According to the policies for categorizing claims laid out by the Moscow Declaration, how would the prosecution of Schmitz be handled?

He would be executed instead of awaiting trial.

He would be given the option to forfeit his company.

He would be tried as a defendant in an international court.

23.

Although some officials favored execution of Nazi war criminals over trial, it was very important to the United States and Great Britain that the defendants be given their due process. Along with the usual set up in an American or British court of law, the defendants had most rights guaranteed to them that they would if on trial in each country. What right of defendants in the American court system did Nuremburg Trial defendants NOT have?

They were not allowed to testify on their own behalf.

They were not allowed to have defense attorneys.

They were not allowed to plead the Fifth against self-incrimination.

24.

During the trial, video of the British liberation of Bergen-Belsen was played for all to see. Afterwards, defendant Goering said, “Then they showed that awful film, and it just spoiled everything!” What did he most likely mean by this statement?

He was shocked at what he saw, and it made him remorseful about his Nazi involvement.

He worried that it made the Nazi cause look less noble than he believed it to be.

He did not believe that the film was real footage but was convinced it was fake.

25.

Marie Claude Vaillant-Courturier testified about the selection process at Auschwitz, the experiments of Mengele, and the death march. Why do you think her testimony was MOST important in the eyes of the French prosecution?

She was one of the few survivors of Auschwitz who could testify.

She was able to point out Mengele and give detailed accounts of his experiments.

She was one of their own, a French journalist who represented other French victims.

26.

How did the new German government deal with citizens who had played a part in the Nazi activities?

They appealed to the IMT to pardon all lower level Nazis.

They dealt harshly with and executed anyone who had been Nazi.

They held over 900 trials of their own to bring accomplices to justice.

27.

In order to apply for a passport, displaced persons could get the Vatican Refugee Organisation to write out a document identifying them. This is how many former Nazis were able to obtain passports to escape the country. Why was the Vatican Refugee Organisation allowed to write out identification documents?

They were not allowed to; what they were doing was illegal.

Many refugees had no real identification documents left.

The Vatican had kept birth and death records for all prisoners.

28.

From where would a former Nazi official MOST likely expect to leave Europe if they were being smuggled out by Catholic friars or bishops?

Hamburg, Germany

Rotterdam, Netherlands

Genoa, Italy

29.

Although she is Jewish and remembers hearing her father discuss the Nuremberg Trials that were held after the war, Rachel has not given them a lot of thought. She is now in college and hears that Adolf Eichmann has been found. He is to be tried in Israel for his crimes. Everyone in her dorm is

buzzing with the news. Why is Rachel likely to pay more attention to these proceedings than those from the 1940s?

She has a better understanding of the Holocaust than those who lived in the 40s.

The trial is going to be televised, unlike the first ones, and Rachel can watch them.

This defendant is more important than any of the other ones who have been tried before.

Eichmann is the last surviving Nazi who escaped justice after the Holocaust.

30.

When it was uncovered that Mossad had taken Eichmann right off the streets of Argentina, both the United States and Argentina demanded that he be returned in order to stand trial in a proper court of law. Why would this demand, particularly from Argentina, have sounded hollow to the Israelis?

Argentina knew who Eichmann was and had not prosecuted him yet, so there was little chance they would now.

Israeli leaders felt that Argentina had no idea what kind of crimes Eichmann had committed and there was no explaining them.

Argentina had already tried and failed to capture Eichmann several times before giving up and letting him stay free.

31.

As a child, Eliana watched her mother prepare for every Sabbath. She saw her father get dressed to attend the synagogue. Eliana never really thought much about this, only that they were family traditions. After surviving the Holocaust, Eliana becomes regular in attending services in the synagogue. She devotes much time to prayer and endeavors to teach her children about the importance of following Jewish tradition. Which statement BEST describes the way religion has affected Eliana’s life?

Eliana became much less religious after the Holocaust.

Eliana felt the same way about religion after the Holocaust as she did before.

Eliana used religion to cope with what she had experienced during the Holocaust.

Eliana became disillusioned about her parent’s religion and found one of her own.

32.

Which official resolution expanded on those put forth in the Nuremberg Code concerning physician’s responsibilities when conducting experiments on patients?

Genocide Convention

Declaration of Geneva

Declaration of Helsinki

33.

After the Nuremberg Trials were over and the Geneva Convention was convened, the power to prosecute for crimes against humanity or genocide became the responsibility of which organization?

German government

United Nations

Allied Powers

34.

Eli was 15 when he was transported to the camps. He watched his bunkmates die of dysentery and typhoid fever. When the Nazis began to realize that Allied forces were moving in, Eli and his fellow prisoners were made to march for miles in the snow toward Germany. Now that he is an adult, Eli visits colleges, speaking about his experiences during the Holocaust. Which phrase BEST describes Eli’s speaking engagements?

Holocaust denial

Holocaust distortion

Holocaust misuse

Holocaust education

35.

Many Holocaust deniers even doubt the idea of gas chambers in the work camps, as they like to refer to them. Which fact would MOST likely threaten their assertion?

A photo was taken of bodies laid out next to the main barracks in Nordhausen camp.

The eyewitness testimony of Eliahu Rosenberg described removing bodies after gassing.

Majdanek was abandoned and several gas chambers were left intact, along with witnesses.

36.

Tasha is working on a research paper about the Holocaust. She finds an article online that asserts that Jewish citizens of Germany held more than 90 percent of the country’s money before the Nazi party came to power. This greed, the article explains, in the face of German reparations that were causing regular people to go hungry was the basis for the boycott of Jewish businesses. Tasha finds that fact interesting and wants to put it into her research paper. What might be a good question for Tasha to consider before she cites this article in her research?

Are these claims exaggerated?

Has this fact been used anywhere else online?

Does this fact give a good reason for the boycott?

37.

The DP camps provided counseling and mental health services.

True

False

38.

Dominique is worried for her friend Ange. Ange is a Tutsi and Dominique has heard that men from the next village are coming through looking for all Tutsi. The people are told to point out Tutsi to the soldiers when they arrive. Dominique quickly hides Ange in her home, hoping that the vicious soldiers will pass by without noticing her. Later, Dominique and Ange speak at public events of their friendship that withstood a genocide. To which genocide would they most likely be referring?

The Bosnian Genocide

The Rwandan Genocide

The Genocide in Darfur

39.

A dictator rules his country by force. He allows his security team to enforce the law as they see fit. Many times, they mete out punishment by brutally beating or torturing those from whom they want to get information. Proof of what is happening garners the attention of members of the United Nations. Which specific charge would this incident MOST likely fall under?

crimes against humanity

war crimes

genocide

terrorism

40.

A skirmish breaks out over a disputed area between the border of two nations. Each country claims ownership of the area, although there are people living there who hail from both sides. The skirmish escalates until both countries are sending tanks and airplanes to secure what they believe is their property. One commander manages to capture a local police precinct, executing the head of police and his deputies. Later, when called to account for the deaths of these civilians, which specific charge would the commander MOST likely be charged with?

crimes against humanity

war crimes

genocide

terrorism

41.

Although many countries recognize the fact that almost 2 million Armenians were starved or worked to death under the Ottoman Empire, why is it that no trials were held like those at Nuremberg?

No one in the international community knew about the killings of Armenians.

Members of the international community knew but did not care about what was happening.

The international community knew, but there were no legal ramifications in place to prosecute.

42.

Why did the Serbian military feel justified in crossing the border into Bosnia in the early 1990s?

Bosnia had taken land that at one time belonged to Serbia.

Bosnian Muslims had begun looting businesses on the Serbian border.

There were reports that Christians in Bosnia were being persecuted.

43.

How is the conflict in the Congo related to that of the violence against Tutsis in Rwanda?

The conflict in the Congo is unrelated to the Rwandan genocide.

The conflict in the Congo caused Belgium to finally get out of Africa.

Both Hutu and Tutsis fled to Congo so the conflict continued with them.

44.

Bosco is a member of M23, a militant group fighting for control of the Democratic Republic of Congo. Bosco feels that his mission is of the greatest importance, and if blood must be spilled to complete his mission, so be it. What is MOST likely Bosco’s end goal in this conflict?

He wants to create an independent Tutsi state so that Tutsi will have a safe place to live.

He wants to rid the country of all Tutsi and put leadership back in the hands of Hutus.

He is in favor of UN control of both Rwanda and the Democratic Republic of Congo.

45.

Several of the militias in the Congo have caught the attention of the International Criminal Court. With which crime are they MOST likely to be charged?

genocide

using child soldiers

medical experimentation

46.

Maura is a member of an ethnic group who has family in another small country. Maura has received a letter from her family telling her that the local officials have begun to raid their homes and imprison

them. It seems that the group is being targeted because they are members of the ethnic group. Maura is worried because the country is so small that it is unlikely that many people know about what is happening. What would be the BEST way for Maura to help her family abroad?

Maura could buy a plane ticket to visit her relatives and see for herself.

Maura could contact several news organizations to see if they will do a story.

Maura could speak up in her classroom when someone makes a racist joke.

47.

After studying about the Armenian genocide extensively, Khalil feels such a sense of injustice. He cannot believe that the country of Turkey is still denying their actions. Khalil feels that the least they could do would be to acknowledge the suffering and loss experienced by Armenian survivors. Which would be the MOST effective action that Khalil could take to try to help these ones?

Khalil should give money to a fund that would be dispersed to survivors.

Khalil should contact his senator and ask the United States to acknowledge the Armenian genocide.

Khalil should build a memorial for the victims in his front yard for all to see.

48.

Dante lives in a town where there has been a recent influx of refugees from another country. Some people in Dante’s community, including his parents, are nervous about these new residents. They worry about what bad things might come along with the refugees and wonder if they will begin to outnumber the locals. There begins to be a sense of hostility in the town. How might Dante prevent the buildup of bad feelings against the refugees in his community?

Dante could make an effort to befriend some refugees and learn about their culture.

Dante could do some research at the library about why the refugees are allowed in.

Dante should teach the refugees the right way to do things now that they are here.

49.

The International Court of Justice and International Criminal Court act independently of the United Nations.

True

False

50.

The reason that the United Nations withdrew from Rwanda was that the acts being committed there did not meet the legal definition of genocide.

True

False

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Analyze the forces that affect the company and marketing efforts. Competitive Forces

Strategic Marketing Plan Part A: Environmental Analysis and SWOT Analysis

(Due in Wk 2) Company Description

Describe the company you are designing the plan for. Include:

  • Mission Statement
  • Vision Statement
  • Product line description
  • Company information, such as the size of the company

Environmental Analysis

Analyze the forces that affect the company and marketing efforts. Competitive Forces

Analyze the company’s key competitors. You may choose to use a BCG Matrix or attribute checklist to compare your company against its competitors. Describe any strategic moves the competition has recently made. Estimate your market share. Identify key competitive advantages against your competitors. Economic Forces

Analyze the economic environment in the areas affecting your business. Consider differences within your industry and the economic impact on suppliers. Political Forces

Analyze relevant political forces. Examples may include an election year or a law to drastically reduce or eliminate plastic waste in your county. Legal, Regulatory, and Ethical Issues

Analyze the legal, regulatory, and ethical issues that may affect your business. Considerations may include local laws such as a ban on the use of plastic bags, the ability to post billboards, or a possible increased regulation on direct mail. Technological Forces

Analyze whether your company will be affected by emerging technologies or trends in hardware and software industries Social Forces

Analyze social trends and how they may affect your business. Considerations may include if your business will be affected by demographic trends, a growing dependence on computers, or whether interest in your product might be affected by growing preferences in the way things are done or changing social values. Current Target Markets

Define the company’s current target markets. Describe the demographic, geographic, psychographic, and product usage of these targets. Review Current Marketing

Review the company’s current marketing tactics. Consider how people find out about the product, how they get information about the product or service, what might be involved in the buying process, and what money is available for marketing. If your company is a start-up, describe your competitors’ current marketing. SWOT Analysis

Assess your company’s strengths, weaknesses, threats, opportunities, and then evaluate how to address these in your marketing plan. Strengths

Assess your company’s competitive advantage. Consider core competencies, assets, location, practices, etc. that are distinct in the way the organization meets the needs of its customers. Weaknesses

Assess what limits the company may have in its current marketing strategy. Consider if there is a company weakness that needs to be addressed through Public Relations or Marketing. Opportunities

Assess the opportunities you see based on trends or environmental conditions. Threats

Assess the threats or limitations that may interfere with the company’s ability to meet its objectives or interfere with marketing plans. Strengths to Opportunities & Converting Weaknesses and Threats

Convert weaknesses and threats to strengths, then strengths to opportunities in the marketing plan. Consider the implications for addressing supplier relationships, implementing new technologies, or changing the product line or addressing new markets. Marketing Objectives

Establish marketing objectives based on the results from the SWOT analysis. Marketing objectives must align with corporate objectives, modified by the company’s resources. Objectives should include a date for the completion of the objective and the way in which success will be measured. For example: The company will expand its marketing efforts to include a new market segment of 21- to 29-year-olds. This will entail the development of a customized product by June 2020 that will address the specific psychographic and technological needs of this age group. This strategy is expected to attain a 20% growth in overall sales by January 2020. Customer loyalty (willingness to recommend the product) will increase by 30%. Part B: Marketing Data Analysis

(Due in Wk 4) Internal Data

Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.

SourceWhat it MeasuresDataPotential Usage
Example: Sales dataMonthly sales by specific productAverage sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets.Can be used for trend analysis, projections, and to measure effectiveness of promotions.

Secondary Data

Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed.

SourceWhat it MeasuresDataPotential Usage
Example: U.S. Census BureauIncome over the last 4 years by family structureHousehold structures with the highest income capacityMarket Share Analysis Customer Segments

Primary Data

Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed.

SourceWhat it MeasuresDataPotential Usage
Example: Focus groupProduct usage, motives, identify group level satisfaction, decision process, etc.QualitativeIdentify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities

Customer Relationship Management

Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed.

CRM TouchpointPurpose & CRM ObjectiveDataPotential Data Usage
Example: Customer profile information on websiteStarts the account for visitors: name, geography, email address (Customer acquisition)Presale: geographic location; customer id, source of reference Email address Post sales: address, product purchased, quantity, price.Track new and returning customer counts, total period purchases by customer ID, geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing.

Part C: Market Strategy, Marketing Channels, Implementation, and Monitoring

(Due in Wk 6) New Customer Segments

Determine any new customer segments for your strategy and describe how you will provide value to each segment.Marketing Mix for New Customer Segments

Determine adaptions for each new customer segment.

  • Products
  • Price
  • Distribution
  • Traditional Promotion
  • Online Promotion

Marketing Implementation

Create the implementation for your marketing plan. Describe how you will organize and implement the plan, such as whether it will be organized by market, geography, and who is responsible for marketing decisions. Marketing Communication Channels

Evaluate the marketing communication channels you will use to reach selected audiences. Include Internet and traditional communication channels to convey key messages. Describe the advantages and disadvantages of each channel you select.

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Insert or remove rows as needed.

ChannelTarget MarketAdvantagesDisadvantages
Example: Direct mailMiddle class residentialCan include couponsExpense and low return rate for given product

Strategic Actions

Develop specific activities required to implement the marketing plan. Identify the person or role who will be responsible for each action, when it will be complete, and what standard or metric indicate that the activity is complete. Insert or remove rows as needed.

ActionDate for CompletionPerson/Role ResponsibleStandard/Metric
Example: Design flyer for direct mail campaign1/1/2021J. Smith, graphic designerApproval by senior marketing team and legal

Monitoring

Develop the measurement to identify how you know you have been successful for each strategic action. Specify the measures to track performance against goals. Identify standard reports from your online and traditional marketing efforts. Insert or remove rows as needed.

ActionTargetPerson ResponsibleInter-measurement
Example: Direct mail flyer1100 new inquiriesWestern regional manager500 new inquiries first month of campaign

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Identify the external and internal forces that drive organizational change in your field or industry.

In a written paper of 1,400 words, evaluate the current forces driving change in your field or industry. As a leader, or considering the role of a leader, assess your organization and evaluate how well it is responding to the forces, and identify where there is a need for change. Develop a vision to inspire this change. Include the following:

Describe your organization, including the organization’s mission, and identify the various stakeholders.

Identify the external and internal forces that drive organizational change in your field or industry. Explain the origin or reason for these internal or external driving forces. Explain how these forces directly affect the viability of your organization.

Choose one of the driving forces. Describe the specific issues this driving force creates, or will potentially create, for your organization or department.

Propose the steps needed for your organization or department to respond to this driving force.

Predict how employees at various levels in the organization will respond to your proposed change initiative.

Develop a vision for change. Describe how this vision correlates with the organization’s mission, and how you will present this vision to internal stakeholders.

Predict how you think your vision will assist internal stakeholders in supporting the change initiative. Identify potential considerations posed by stakeholders, and discuss how you will respond

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assess your organization and evaluate how well it is responding to the forces, and identify where there is a need for change

In a written paper of 1,400 words, evaluate the current forces driving change in your field or industry. As a leader, or considering the role of a leader, assess your organization and evaluate how well it is responding to the forces, and identify where there is a need for change. Develop a vision to inspire this change. Include the following:

Describe your organization, including the organization’s mission, and identify the various stakeholders.

Identify the external and internal forces that drive organizational change in your field or industry. Explain the origin or reason for these internal or external driving forces. Explain how these forces directly affect the viability of your organization.

Choose one of the driving forces. Describe the specific issues this driving force creates, or will potentially create, for your organization or department.

Propose the steps needed for your organization or department to respond to this driving force.

Predict how employees at various levels in the organization will respond to your proposed change initiative.

Develop a vision for change. Describe how this vision correlates with the organization’s mission, and how you will present this vision to internal stakeholders.

Predict how you think your vision will assist internal stakeholders in supporting the change initiative. Identify potential considerations posed by stakeholders, and discuss how you will respond.

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key forces driving the new marketing realities, design a two-paragraph plan of how your chosen company is likely to change in the future.

Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the three key forces driving the new marketing realities, design a two-paragraph plan of how your chosen company is likely to change in the future. What other major trends or forces might affect marketing for this company?

IBM Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor that has maintained market leadership for decades in the challenging technology industry. The company has managed to successfully evolve its business and seamlessly update the focus of its products and services numerous times in its history—from mainframes to PCs to its current emphasis on cloud computing, “big data,” and IT services. Part of the reason is that IBM’s well-trained sales force and service organization offer real value to customers by staying close to them and fully understanding their requirements. IBM often even cocreates products with customers; with the state of New York, it developed a method for detecting tax evasion that reportedly saved taxpayers $1.6 billion over a seven-year period. As famed Harvard Business School professor Rosabeth Moss Kanter has noted, “IBM is not a technology company but a company solving problems using technology.”

Note:

· Five citations/references (in addition to the text) are required for this engagement.

· 700-750 words

Text:

Marketing Management,15th ed.

Kotler, P. & Keller, K.

Prentice Hall Publishing. 2016

ISBN: 9780133856460

Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the

three key forces driving the new marketing realities, design a two

paragraph plan of how

your chosen company is likely to change in the future. What other major trends

or forces

might affect marketing for this company

?

I

BM

Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor

that has maintained

market

leadership for decades in the challenging technology industry. The

company has managed to successfully

evolve its business and seamlessly update the focus of its

products and services numerous times in its history

from mainframes to PCs to its current

emp

hasis on cloud computing, “big data,” and IT services. Part of the reason is

that IBM’s well

trained sales force and service organization offer real value to customers by staying close to them

and

fully understanding their requirements. IBM often even cocr

eates products with customers;

with the state of

New York,

it developed a method for detecting tax evasion that reportedly saved

taxpayers $1.6 billion over a seven

year period.

As famed Harvard Business School professor

Rosabeth Moss Kanter has noted, “IBM

is not a technology company but

a company solving

problems using technology.”

Note:

·

Five

citations/references (in addition to the text) are required for this engagement

.

·

700

750

word

s

Text:

Marketing Managemen

t

,

1

5

th

ed.

Kotler, P. & Keller, K.

Prentice Hall Publishing. 201

6

ISBN:

978013385646

0

Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the

three key forces driving the new marketing realities, design a two-paragraph plan of how

your chosen company is likely to change in the future. What other major trends or forces

might affect marketing for this company?

IBM Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor

that has maintained market leadership for decades in the challenging technology industry. The

company has managed to successfully evolve its business and seamlessly update the focus of its

products and services numerous times in its history—from mainframes to PCs to its current

emphasis on cloud computing, “big data,” and IT services. Part of the reason is that IBM’s well-

trained sales force and service organization offer real value to customers by staying close to them

and fully understanding their requirements. IBM often even cocreates products with customers;

with the state of New York, it developed a method for detecting tax evasion that reportedly saved

taxpayers $1.6 billion over a seven-year period. As famed Harvard Business School professor

Rosabeth Moss Kanter has noted, “IBM is not a technology company but a company solving

problems using technology.”

Note:

 Five citations/references (in addition to the text) are required for this engagement.

 700-750 words

Text:

Marketing Management,15

th

ed.

Kotler, P. & Keller, K.

Prentice Hall Publishing. 2016

ISBN: 9780133856460

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