Unit II Marketing Principles Essay

Access the following resource by clicking the link below: North Americans feel better about hotels than ever. The goodwill is unlikely to last: Future reservations (2016, July 18). The Economist. Retrieved 

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Based on the article and this unit’s other reading assignments, examine how value proposition in the hotel industry has evolved to change guest behavior across generations. Provide examples that support your analysis. Your essay must include an introduction, be at least three pages in length, and be double-spaced, not counting the title and reference pages. All sources used, including the article, must be referenced; paraphrased and quoted material must have accompanying APA citations.

BBA 3201, Principles of Marketing 1

Course Learning Outcomes for Unit II

Upon completion of this unit, students should be able to:

1. Explain the concept of value proposition.
1.1 Examine how value proposition has evolved over time, changing consumer behavior.

Reading Assignment

In order to access the following resources, click the links below. Note: The transcript for each video is
available to view and/or print by clicking on the “Transcript” tab on the right side of the video page.

You are only required to view the following portion of the video below: Segment 10 titled “Analyzing
Consumer Behavior” (2:43 in length).

Cook, N. (Producer). (2013). The age of big data [Video file]. Retrieved from

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ylists.aspx?wID=273866&xtid=55683&loid=246605

You are only required to view the following portion of the video below: Segment 6 titled “Tracking Consumer
Behavior” (3:09 in length).

Herbert, M. (Producer). (2013). Spring: Supermarket secrets [Video file]. Retrieved from

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ylists.aspx?wID=273866&xtid=55766&loid=247583

North Americans feel better about hotels than ever. The goodwill is unlikely to last: Future reservations (2016,

July 18). The Economist. Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://search.proquest.com.library
resources.columbiasouthern.edu/abicomplete/docview/1805954611/fulltext/D41E89BD9BFF4A3CPQ
/8?accountid=33337

You are required to view the video below in full (10:23 in length).

Seven Dimensions (Producer). (2015). Creating your brand proposition [Video file].

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ylists.aspx?wID=273866&xtid=93349

Unit Lesson

Click here to access the Unit II Lesson presentation. (Click here to access the PDF version of this
presentation.)

UNIT II STUDY GUIDE
Value Proposition, Consumer Behavior,
and Business-to-Business Buying
Behavior

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https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/16Q/UnitII_Presentation/UnitII_Presentation.html

https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/16Q/UnitII_Presentation/UnitII_Presentation