Do not do any additional research. Use just the four sources provided.

The paper should be approximately 3-4 pages, double-spaced.

Be sure to use correct in-text APA citations for information taken from the source documents.

Begin your paper with a 150-word (maximum) summary of the actions Google took in China in 2006, 2010, and 2012. Note: this summary should describe briefly what happened, not explain why.
Your paper should continue with an analysis of Google’s actions. It must address the following topics. Use headings for each section – do not include the text of the questions.
(1) Who were the four most important stakeholders that Google top management needed to consider in their decision making about whether or not to expand into China? Explain why each stakeholder group is important and describe what each might expect from Google top management.
(2) From an ethical perspective, did Google make the right choice initially in 2006 – to launch Google.cn and censor the search results? Why or why not? Explain your reasoning. Be specific. How did Google management communicate its decision? Do you think this was effective? Why or why not? Be specific.
(3) From an ethical perspective, did Google make the right choice in responding to what happened in 2010? Why or why not? Explain your reasoning. Be specific. How did Google management communicate its decision? Do you think this was effective? Why or why not? Be specific.
(4) From an ethical perspective, did Google make the right choice in June 2012 – by adding a new feature to searches going through its Chinese-language site in Hong Kong? Why or why not? Explain your reasoning. Be specific. How did Google management communicate its decision? Do you think this was effective? Why or why not? Be specific.

Reference list:

Baker, J.S.& Tang, L., (2013), “Google’s Dilemma in China”. In S. May (Ed.) Case Studies in
Organizational Communication: Ethical Perspectives and Practices (pp. 285-294). Thousand
Oaks, CA: Sage.
Drummond, D. (January 12, 2010), “A New Approach to China,” Google corporate blog, retrieved from http://googleblog.blogspot.com/2010/01/new-approac…
McDonald, J. (June 1, 2012), “Google Helps Chinese Avoid Censorship,” USA Today, retrieved from http://usatoday30.usatoday.com/tech/news/story/201…
Schrage, E. (February 15, 2006), Testimony of Google Inc. before the Subcommittee on Asia and the Pacific, and the Subcommittee on Africa, Global Human Rights, and International
Operations, retrieved from http://googleblog.blogspot.com/2006/02/testimony-i…

I need an 8-10 page paper on the question: what is the good life? This assignment will be completed in four parts, so you may want to use section section headers to organize your paper. This paper is somewhat cumulative, so you may need to review material from previous weeks to prepare for this essay. Remember to explain the theories you reference with supporting citations to the textbook and online lectures before contrasting them in correct APA format. You may want to use examples to illustrate your understanding of key ideas in each theory.Address the following in your paper:

1. The Consequentialism Debate: Compare and Contrast deontology and utilitarianism. Briefly discuss the differences between Bentham and Mill’s version of utilitarianism. Discuss the political and ethical implications of utilitarianism.

2.Explain virtue ethics and care ethics and discuss how these approaches offer an alternative to the deontological and utilitarian focus on how we should act.

3.Explain existential ethics and briefly discuss the role of free will in ethical decision making. The explanation of existentialism should discuss the following ideas: authenticity, ambiguity, freedom, anxiety, and bad faith.

4. Illustrate the theories discussed with examples, including situations relevant to your current or future career.

The book used is ROOTS OF WISDOM: A TAPESTRY OF PHILOSOPHICAL TRADITIONS, 7TH EDITION. BY H.B. MITCHELL

Scenario

You work in the marketing department at Java Been, a busy café that is open from 6 a.m. to 9 p.m. and primarily serves coffee and simple café-style food. Java Been is considering expanding to open multiple locations, but wants to first make sure that its flagship café is successful enough to support this expansion. Your manager has asked you to take a look at your two main customer segments and determine what types of marketing collateral you can add to further support the success of Java Been’s flagship café. The goal of adding marketing collateral is twofold: to attract additional customers in each segment and to encourage loyalty among existing customers in each segment. First, read a bit more about the company where you work:

• Java Been
  • Slogan: “Atmosphere. Company. Coffee.”
  • Company History: Founded just under three years ago, Java Been is now a bustling café. With its high ceilings and “found space” appeal, the cafe has come to host exhibitions, meetings, and local bands. It has become an integral part of the arts revival community that has taken root in the old factory mill buildings along the river.
  • Vision: The owners take pride in their community, striving to provide a creative space with gourmet coffee, tantalizing baked goods, and music to inspire the artist’s soul.
  • Primary Customer Demographic: Throughout the day, self-employed and remote workers enjoy a focused space away from home to get in a few productive hours. At night, the space comes alive with artists, student study groups, and everyday people just looking to enjoy a cultured night on the town.

You have been asked to research the daytime customers (self-employed and remote workers), as well as the evening customers (artists, student study groups, and people looking to enjoy a cultured night on the town), and conduct a target consumer analysis and make a recommendation for marketing collateral. In order to have a better understanding of your target customers, you will need to choose a location for the flagship Java Been café. You may be interested in choosing somewhere you live or have lived, but you are welcome to select any location. Once you select the location, two possible tools to help you understand the target demographic include the U.S. Census and the U.S. Census International Data Base, but there are other tools available as well.

After you have completed your marketing research on the two segments, your manager has asked you to come up with potential avenues of proposed marketing collateral. You may choose from the following examples: social media post, brochure, audio/visual, event-based marketing, celebrity endorsement, blog, biographies of founders, press release, or your own idea. It is important to your manager that you take into account brand ideals, cultural considerations, persuasion techniques, and marketing strategies along with your target customer research when writing your proposal for marketing collateral.

Directions

You will be submitting one document, a consumer analysis for marketing collateral, to your manager with an introduction, daytime target consumer analysis, evening target consumer analysis, and conclusion. Keep in mind that traditional marketing collateral used to mean print and other forms of media that support the sales process, but now it has evolved to mean both online and offline media and messages to customers. Within your analysis, you will make recommendations for marketing decisions based on your research. Specifically, your manager wants you to include the following:

• Introduction: You want to begin your analysis with a brief overview of the consumer buying process to set the stage for your recommendations. Begin by describing the stages of the consumer buying process and explaining how they relate to marketing collateral.

• Target Consumer Analysis: In this section, you will need to write two complete analyses, one for each customer segment. Each analysis must include the following sections:
  • Market Research: Describe each customer segment including its needs, interests/activities, and attitudes/values. Recall from the scenario that you should be selecting a location for the Java Been café. This will help you better describe each customer segment. As stated in the scenario, two possible tools to help you understand the target demographic include the U.S. Census and the U.S. Census International Data Base, but there are other tools available as well. Be sure to identify the location that you chose.
  • Cultural Considerations: Explain the cultural considerations you have to take into account when making marketing collateral recommendations for each customer segment. For instance, how might you approach one segment differently from the other based on their cultural backgrounds?
  • Brand Ideals: Connect the brand ideals of Java Been to each customer segment. In order to do this, answer the following question:
    • Why does the company vision and history attract each customer segment?
  • Persuasion Techniques: Discuss at least one principle of psychology or persuasion technique that would be successful for each customer segment and cite sources to support your claims. This critical step will help your manager decide how to message each segment.
  • Recommendations: Select one type of marketing collateral that you could recommend for each customer segment and defend your choice. You may choose from the following examples: social media post, brochure, audio/visual, event-based marketing, celebrity endorsement, blog, biographies of founders, press release, or your own idea.

• Conclusion: Conclude your analysis with a brief summary of each of your marketing collateral recommendations. In this brief proposal, explain how you came to each decision by citing your consumer research and additional resources as appropriate.

What to Submit

For this project, you must submit the following:

Consumer Analysis for Marketing Collateral

You will analyze two customer segments and recommend marketing collateral for each one. Your research will support your decision, and you should focus on cultural considerations, persuasion techniques, and brand ideals in your 1,250–1,750 word analysis

The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.

• Assignments submitted through email will not be accepted.

• Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.

• Students must mention question number clearly in their answer.

• Late submission will NOT be accepted.

• Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.

• All answered must be typed usingTimes New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).

• Submissions without this cover page will NOT be accepted.

Respond to the following scenario with your thoughts, ideas, and comments. Be substantive and clear, and use research to reinforce your ideas.

In anticipation of Mary’s request for comparative analysis, it will be useful at this time to do some research. You know that you can obtain the financials of companies within the same sector or Standard Industry Code as Apix Printing (e.g., commercial printing), and that the North American Industry Classification System (NAICS) Standard Industry 2012 code for Apix Printing is presently 323111. Use Hoover’s Pro to search for two other companies in the same industry as Apix Printing.

When you get to work the next day, you see the following e-mail from Mary:

Here is the list of financial ratios you asked for. I need you to explain the computation of each and compute these for Apix’s results for the financial statements you are using for the PowerPoint presentation. Also, compare Apix’s 2-year trend results to that of two other firms in the sector. Indicate how each of Apix’s ratios differ, and indicate whether the two other companies’ ratios or Apix’s ratios are indicative of better performance.

Explain the computation for each of the following, and compute each for Apix and two other companies in the same industry as Apix Printing:

• Current ratio
• (Long-term) debt to equity ratio
• Gross margin percentage
• Net profit margin percentage
• Return on equity percentage

Present your findings of the above data in a table. Add a paragraph that summarizes your results, indicating whether investors would find the financial analysis results of Apix competitive as compared to rivals in the sector. Be sure to include both positive and negative trends in your analysis.