Question1. (Do not copy from other platforms)

An economy has full-employment output of 1500. Suppose desired consumption and desired investment are

=125+0.75()400 = 200 100

G is the level of government purchases, and T=100

1. Goods market and the IS curve section.

a) Derive desired saving with respect to Y and r if the government spending, G, is 150.

b) Find the goods market clearing real interest rate if the full-employment output is 1500 and the

government spending, G, is 150.

[11/05, 19:54] Tutor: Q

Section 1: Background Information

Question 2.

You have been hired as an intern to the store manager at a local menswear retailer. The manager needs help preparing a social media plan.

Remember...

Current customers are the most important and profitable target market for a business, because they are responsible for the company's current and future sales. A company targets current customers to retain their purchase loyalty, to motivate them to make more and larger purchases, and to refer new customers.

The Target Market

The primary target market for your store is very broadall white-collar males, 18-54 years old is looking to purchase suits and sports coats. The secondary target market includes:

Young men, 18-24 years old, recent college graduates entering the job market and looking for affordable suits

Men, 45 and older, managers in their profession, with higher incomes, interested in updating their wardrobes

Women, 25-34 years old, purchasing sport coats as gifts, accompanying men on their shopping trips, and serving as advisors

Blue-collar males, needing an affordable, all-occasion suit

The manager for the menswear retailer chooses two target markets:

Young men, 18-24 years old, recent college graduates, entering the job market, and looking for affordable suits

Women, 25-34 years old, purchasing sport coats as gifts, accompanying men on their shopping trips, and serving as advisors

The menswear retailer wants to use social media to communicate with customers on a regular basis. Thus, the social media strategy is to encourage existing customers to purchase more by combining product offerings consistent with consumer purchasing needs. The tactics directed by this strategy are to utilize a blog, LinkedIn, Twitter, Facebook, and YouTube to build awareness for products and educate the consumer about how to build a wardrobe and accessorize it. A blog will give the store manager a platform where he can communicate his expertise on a consistent basis. The manager will provide useful information to current and potential customers. Readers can subscribe to the blog, which is hosted on store's website and distributed to other sites or readers using RSS (Really Simple Syndication). RSS allows people to subscribe to online distributions of news, blogs, podcasts, or other information.

Section 2: Creating Your Social Media Plan

apstone 1: Profile Your Technologies

Select the Discover Your Groundswell Social Technographics Profile link and answer the questions.

What is your technographics profile?

Explain if you agree with this profile.

Capstone 2: Elevator Speech

Marketing is all about differentiating yourself from others. When people meet, impressions are formed instantly. For example, if you stepped into an elevator, saw someone, and wanted to introduce yourself, you'd only have a few moments to speak until the elevator reached its designated floor. Quick, tell me who you are, what you do and why you do it better in less than a minute (60-160 words). [The average person speaks 160 words per minute. This should be accomplished in 2 or 3 written sentences.)

You want your introduction to get you noticed and remembered.

Provide a quick anecdote, fact or analogy to illustrate your message. A story brings your message to life and doubles the amount of time people remember it -- and you.

Tell a story about a client's problem, the effect it had on the business, and your solution for a happy ending. Little stories sell good points.

Forgettable example: "Hello, I'm Bob Johnson. I solve customer problems with OEM BestPractice Analytics." (He used jargon, which most people will not understand. Why didn't he say that he works with suppliers to improve quality? Choose non-jargon words.)

Memorable example: "Hello, I'm Bob Johnson. I've recently launched a new business doing media assessment and technology integrationa whole new category of business. Usually, I work through public relations people in large companies or advertising agencies, and I work with clients all over the world."

Use the following four-part structure. (Remember, you are working for a local menswear retailer.)

Tell your name

Refer to your experience

Offer something unique about yourself

Tie it in with what you can do for your customers to create your speech.

Capstone 3: Imagine Your Customer

To spruce up Sears's brands, Mindy Meads, former head of merchandising and design for Lands' End, was called in. She held about 15 meetings with designers and merchants to imagine who the customer would be for each brand. For example, the "Apostrophe" customer is a 25-to-45-year-old woman who needs fashionable work clothes, likes exercising and socializing, and describes herself as "sexy," according to Sears. In a photo chosen to represent her, she is tall, slender and dark-haired, wearing a short jacket, sleek pants and pointy-toe heels.

The exercisesomething leading retailers do routinelyis an example of the detailed strategy work Sears had neglected over the years. (FYI: The average Walmart shopper lives in the suburbs, is roughly 5-foot-2 and wears a size 14.) You know your store has two target markets: (1) young men, 18-24 years old, recent college graduates, entering the job market, and looking for affordable suits, and (2) women, 25-34 years old, purchasing sport coats as gifts, accompanying men on their shopping trips, and serving as advisors.

Use the Sear's Apostrophe customer description above as a guideline, imagine who the customer (target market) is for the local menswear retailer.

Use Forrester's Groundswell Profile Tool to find behaviors for your chosen target market.

Complete the sentence below.

Local menswear retailer customer is a ______________ who needs ____________, likes ______________, and describes ____________________.

Capstone 4: Position Your Product

A product is a tool to solve a problem. What is the product? What are the points of difference that make a product or service unique from its major competitors? Dan Janal (http://www.janal.com) has developed The Fool Proof Positioning Statement, a two-sentence message. The first sentence tells people what your product is and how they will benefit. The second sentence tells people why your product is different than others.

Here is an adaptation of his formula: BRAND NAME is a PRODUCT CATEGORY that helps TARGET MARKET reach PRIMARY BENEFIT. Unlike other PRODUCT CATEGORY, BRAND NAME has PRIMARY DIFFERENCE. An example is "Dento is a toothpaste that helps children fight cavities. Unlike other toothpastes, Dento has X-45g, the most effective ingredient in keeping teeth healthy."

Use the formula to develop a product positioning statement for the local menswear retailer.

Below is the starting point. Replace the words in all capitals to develop a product positioning statement.

Local is a menswear retailer that helps TARGET MARKET reach PRIMARY BENEFIT. Unlike other local menswear retailers, local menswear retailer has PRIMARY DIFFERENCE.

Capstone 5: Write a Facebook Headline

The question to keep in mind is, "How do we use social media to affect target market behavior?" Communicate what the target market wants. The communication should attempt to provide the perception of optimum value to the target market at a minimum investment to the company. Examples of incentives include price (sale), product (sample), merchandise or gift, and experience (event, contests or games, etc.).

Follow these tips when creating your headline:

Use numbers

Use adjectives, such as, effortless, painstaking, fun, free, incredible, essential, absolute, easy

Use what, why, how

Make a bold promise. (Examples - "9 easy steps you can take right now to make you more successful" AND "How you can easily sell your home in less than a day")

Write a headline for a Facebook page using this formula:

Number or trigger word + Adjective + Keyword + Promise = Unstoppable Headline

Capstone 6: Blog

The manager will be on vacation next week. You have volunteered to write one blog post. You know that content starts the conversation and drives connections through sharing, which builds the community. First, you must determine what topics the audience is buzzing about online. What issues drive them to share the most? One way to blog is to link posts. Find a quality post on another Web site or blog and link to it with an explanation of why you are linking or comment on the topic.

Write one blog post for the vacationing menswear store manager. Your blog should be 50 words with link(s) to another website(s).

Capstone 7: YouTube Story

The menswear retailer has created a channel on YouTube. Video content includes information, education, and entertainment, shown in interviews, customer videos, and photos.

Outline a story for the menswear retailer to video and upload to YouTube. The story should be a solution to a problem. Show the customer a familiar problem and how a product or idea can solve it.

Capstone 8: LinkedIn Headline

To help establish the manager as an expert in menswear, he needs to set up a LinkedIn profile page at http://www.linkedin.com/. On LinkedIn, directly underneath the person's name is a short headline of four or five words. More than anything else in the profile, these words are how people find and define someone. Who is he? What is his business/industry? Is he seeking to connect mainly with others in his business field and industry? Then a simple, explanatory headline like "Manager at menswear retailer" is best. Is he seeking to branch out into other areas? "Leader of Fashion Retailing" quickly alerts others to the value he would bring to an organization.

In four or five words, write a LinkedIn headline for the menswear manager.

Capstone 9: Tweet

"Demonstrate your expertise with Twitter" is 101 characters. Twitter allows 280 characters. The manager can demonstrate his expertise on Twitter by making relevant insights and links to articles in the menswear field. (Businesspeople build a base by engaging with other Twitter users through following them, retweeting their messages, and making insightful comments about their posts.)

Search for menswear industry or retailer on Twitter at http://twitter.com/search. (Note: You do not need to join Twitter, tweet, or reply for this assignment.)

Identify your search term.

Choose a Tweet and copy it.

Write an insightful comment for the menswear manager (140-280 characters) for the Tweet.

Capstone 10: Respond to Review

"Review" is a highly-searched topic on the Web. Most businesses, just like many consumers, review products and services before buying. The menswear manager sees the following review about a product from his store on Yelp.

I bought two pairs of pants and on both pairs, just below the right pocket; the seam was undone about an inch. Not great quality when you have to repair two brand new pairs of pants."

How should the menswear manager respond? Prepare a short response to this negative review.