for the assignment four. do not have the textbook,. so the textbook part could be done like not very specifically. no words limit, just make sure done every part wholly
NAME: _____________________________________________________ ASSIGNMENT #4 - Due in class Tuesday Dec. 8
Please read the following article (which was later turned into a New York Times bestselling book). This article will be
used for all three parts of the assignment.
A) Environmental Scan Report (20 points)
After reading the article, you are to write a brief report. This report is to be typed and 1.5 spaced. The maximum length
is 3 pages! Be sure to use clear, concise sentences and proper grammar.
Include the following headings: I. Introduction, II. Environment, and III. Marketing Mix Variables
Follow this outline for your report:
1. In your own words, provide a summary of the key points of the article.
2. Relate the key points, terms, and concept to the material in your textbook. Cite the
appropriate chapters and page numbers.* II. Environment:
Explain which of the ?environments? are relevant to the situation discussed in the article and why. Refer to Chapter
4 of the text for a complete discussion of environments.
III. Marketing Mix Variables:
Explain the relevance of the strategy elements (target market and marketing mix) and especially the changes in the
strategy elements dictated by the situation discussed in the article.*
* With respect to price, a good response will say more than just ?offer products for free.? While you should
inevitably comment on price the most, say something about place, product, and promotion using information in the
B) Taxonomy of Free (3 points)
In a sentence or two, please describe each of the 6 free business models discussed in the article. This does not count
towards the Environmental Scan?s page limit; do not also define these in your Environmental Scan report.
C) Editorial Comment (2 points)
Do you think ?free? is the price of the future? In a short paragraph (4-5 sentences), make a brief argument in either favor
of Anderson?s views or against Anderson?s views. Feel free to look up reviews/critiques of either this article and/or
Anderson?s book ?Free: The Future of a Radical Price? but cite any outside information that you use. This does not count
towards the Environmental Scan?s page limit.
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