RWS 305W SDSU COVID19 in the Field of Civil Engineering Paper 4-6 pages (MLA formated) using at least 2 peer-reviewed sources and 2 news sources. (Please m

RWS 305W SDSU COVID19 in the Field of Civil Engineering Paper 4-6 pages (MLA formated) using at least 2 peer-reviewed sources and 2 news sources. (Please more than minimum)

The paper should be about these:

* Current controversy (about covid-19)

* Field (Civil Engineer)

I will be attaching power point that explains the project more and I will include a paper example.

Also, a grading rubric of what is expected in this paper.

Grading Criteria for Paper

-Is there a clear and developed discussion of a specific major or field of study? Is the significance of this major to the broader population established?

– Is there a clear controversy, issue, or problem indicated? Is there a discussion of the relevance of this issue to the major field of study?

– Is there a clear thesis statement that indicates the purpose and argument of the paper?

– Do all body paragraphs have clear topic sentences that indicate the author’s claim, avoiding quotes or sources in these topic sentences?

– Are all sources introduced with effective attribution sentences, separate from the actual quote?

– Are direct quotes effectively incorporated and used as support for the author’s claims? Does the author avoid overwhelming paragraphs with quotes?

– Is the discussion of each paragraph focused on the issue at hand as well as the relevance of the issue to both the major field of study and the broader population?

– Does the paper eventually take a clear stance on the issue, suggesting a call of action to both the people in the specific field of study and the broader population?

– Is the paper well edited for spelling and grammar, as well as MLA formatted, including correct in text citations?

– Is there a correctly MLA formatted works cited page? Name 1
Name
Professor
RWS
November 26, 2018
Consumer Trust in Marketing
Marketing is an aspect that can be found anywhere, in any business, product, celebrity,
television show. It can literally be found at every street corner, in every home, and within
everyone’s’ life. The process of how marketers reach consumers continues to be a huge topic of
discussion in the field of marketing. Consumers’ lack of trust with marketers has increased
throughout the years. Society views marketing as the aspect of selling customers products that
they do not need, want, or desire. This has created a standstill between consumers and marketers
making. Thus, this paper argues for the importance of marketing. It is the basis of responding to
customer’s needs, wants, and demands by addressing the benefits that the product will deliver.
Marketing can be seen as the connection between consumers and businesses. Put simply, how a
marketer approaches their consumer is equally, if not more important, than what they are saying
to their consumers. First, this paper will define marketing as a whole. Secondly, it will discuss
the importance of consumer research and the need for consumer trust. Then this paper will argue
that marketing is the creation of value for the company, collaborators, and customers.
The overall concept of marketing is extremely difficult for many to understand. It can be
seen as the aspect of selling a product, advertising, or just plainly as social media. All of these
views, or definitions, are technically aspects of marketing, but to strictly view one aspect as
marketing as a whole would be incorrect. The arguments presented by Michael Brenner’s article
“What is Marketing” published in 2016 to the Marketing Insider Group website, explain how
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society views marketing and how those views are flawed from what marketing actually means.
Although there are many different views of what marketing is it is ultimately “what you say and
how you say it…It is about [the] deep psychological understanding of customer needs” (Brenner).
This definition of marketing sets the foundation for what marketing truly is. It may include the
aspects of selling a product, advertising, and social media, but it plays a much larger role in
society. The way a consumer feels about a product was created through marketing, their loyalty
towards certain brands was created through marketing. Before a company can even put a product
on the shelf the marketing team has to do extensive research in what consumers are looking for.
It is practically impossible to sell a product that a consumer does not want. According to
Brenner, “Marketing sits at the intersection of the business and the customer.” This statement
encompasses marketing perfectly. A business must match their goals to meet their customer’s
needs. Without keeping the customer at the forefront of the process businesses will fail. A
perfect example of this is when Coca-Cola introduced New Coke to the market and took original
Coke off the market. They did their research and thought this was the best thing for the company;
however, they failed to recognize their loyal customers’ needs. If they had kept the customer at
the forefront of their process they could have avoided this drastic mistake. In addition to keeping
the customer at the forefront of their process, marketers must also perform consumer research in
order to gain trust from their customers.
In order for marketers to get consumers to trust them, they must perform extensive
consumer research. Consumer research is the act of conducting research on consumers to
understand their wants and needs and their overall opinion of the company’s product. It is an
essential part of marketing. The arguments presented by Henry Gridley and Nancy Brenner’s
article “Trust Marketing Resource: Trust Marketing…it should Start with Consumer Research”
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published in 1991 in the Bank Marketing Journal, explains that consumer research is the key to
having your customer trust you. A lot goes in to getting your consumer to trust you and buy your
product and “Without appropriate research, you may not know enough about your customers’
needs to truly meet them” (Gridley and Brenner). This is entirely true in terms of marketing.
There can be a product that can solve all your problems, however, if the consumer research is not
done before hand the marketing team will not know how to position the product in order for
consumers to want to buy it. With the recent and rapid growth of technology it has been hard for
marketers to be transparent enough to keep consumers trusting their practices. The arguments
presented by Michael Rich’s article “Are We Losing Trust Through Marketing” published in
2002 in the Journal of Business and Industrial marketing, explains how advanced and
sophisticated marketing has become and how that has led to consumers losing trust in the
practice. With websites like Facebook marketers are now able to do extensive research on their
consumers through narrow targeting. The concept of “Narrow targeting has now become
sophisticated enough that some groups are crying foul, demanding a refining of current
marketing practices that have proven to be too effective from the perspective of some”
(Rich). Marketers are now able to track consumers online actions down to what they add to
their shopping carts and then don’t end up purchasing. Most of the time consumers agree to
“terms of service” where they give their approval for companies to use their information
without them realizing what they are agreeing to. Then, when they go on social media and
see an advertisement for something they were just considering purchasing or so mething they
googled the day before they feel like their privacy has been invaded. Can we really blame
them? The aspect of being so precise in marketing efforts has actually started to diminish
consumers trust in certain brands. Without their trust businesses are losing customers.
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However, this is at no fault of the marketers; they are just doing their job. Instead,
consumers need to become more educated in the practices in order for this to be a
completely transparent practice. Once consumers understand these practices, they will see
that marketers are truly just creating value for them.
Marketing is ultimately the aspect of creating value for customers, collaborators, and
ultimately the company. Without creating value for all three of these groups businesses
would fail. The arguments presented by Andrew Stephen’s article “Don’t Forget the
Fundamental Purpose of Marketing Revolves Around Creating Value for Customers” published
in 2017 to the Forbes website, explains that the fundamental aspect of marketing is to create
value for the customer. According to Stephen, “the fundamental purpose of marketing
revolves around creating value for people, which typically means customers.” Customers
are the first party that companies must create value for. Without creating value for
customers, companies cannot create value for themselves or their collaborators. Customer
value can be divided into different areas: functional, psychological, social, and selfexpressive. In order for a product to be successful it must create value for consumers in one
of those four categories. It is extremely important that marketers “think more specifically
about how their actions-and all actions throughout their businesses-help to create real value
for customers” (Stephen). It is sometimes easy for marketers to lose track of the needs of
customers, however, they must remain at the route of marketing. Customers only buy things
because they want them or need them. Therefore, they must value the product. It is nearly
impossible to convince a buyer to purchase something that they do not want.
Marketing is an extremely important concept and is apparent in everything we do
today. Marketing is the premise of responding to consumers’ needs, wants, and demands by
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addressing benefits that a product will deliver. Overall, marketing is figuring out what to
say and how to say it in order to attract consumers. It is what connects the consumer to the
company. However, marketing would ultimately fail if consumer research was not
conducted. Consumer research teaches marketers how to position products in order to gain
interest and trust from consumers. Finally, businesses would fail without creating value for
customers, collaborators, and the company itself. First and foremost, the consumer must be
at the forefront of their process because without creating value for them you cannot create
value for the other two groups. Marketing is relevant in every aspect of life and is an
important subject that all individuals should understand in order to be more aware of what is
happening around them. The next time you notice an advertisement that is directly targeting
you, instead of being annoyed with how accurate it is try to be appreciative that you are
getting custom advertisements that target you.
Name 6
Works Cited
Brenner, Michael. “What Is Marketing?” Marketing Insider Group, 2 Aug. 2016,
marketinginsidergroup.com/strategy/what-is-marketing/.
Gridley, Henry M., and Nancy L. Brenner. “Trust Marketing Resource: Trust Marketing…it
should Start with Consumer Research.” Bank Marketing, vol. 23, no. 4, 1991, pp. 56.
ProQuest, http://libproxy.sdsu.edu/login?url=https://search-proquestcom.libproxy.sdsu.edu/docview/234304959?accountid=13758.
Rich, Michael K. “Are We Losing Trust through Technology?.” Journal of Business & Industrial
Marketing, vol. 17, no. 2 3, 2002, pp. 215–222.
Stephen, Andrew. “Don’t Forget The Fundamental Purpose Of Marketing Revolves Around
Creating Value For Customers.” Forbes, Forbes Magazine, 29 Nov. 2017,
www.forbes.com/sites/andrewstephen/2017/11/29/dont-forget-the-fundamental-purposeof-marketing-revolves-around-creating-value-for-customers/#1b19f5b876c5.
PAPER 2: ARGUMENT ON CURRENT CONTROVERSY IN YOUR FIELD
4-6 PAGES (MLA FORMATTED), USING AT LEAST 2 PEER-REVIEWED SOURCES AND 2 NEWS SOURCES
A scenario:
You’re standing around at party, some professional networking
shindig, and every person you meet asks “So, what do you do?”
“Oh, I’m an electrical engineer/kinesiologist/accountant/ etc.,” you
reply.
“I see… So what’s that like? I mean, what do you actual do? Is it
interesting?”
“Uh….” You realize you have no idea how to explain your career, its
significance to the world, etc. and, looking completely uninformed,
you have now missed out on a great conversational/networking
opportunity!
THUS, this project asks you to formally explain your major and one of
the interesting conflicts that the field is tackling showing that you are
involved, knowledgeable, and articulate about your future career.
The main focus is to look at a “controversy” in your field. But what does that mean?
This could be approached in several different ways:
1.
2.
3.
4.
What is an external social issue your major attempts to rectify and how? (medical research, prison reform, etc.)
Is there an internal social issue affecting your field? (pay gaps, diversity, etc.)
Are there any ethical implications to what you do? (environmental issues, moral influence, etc.)
What are the ideological divides in the field? In other words, do different people in the field try to approach the
work in different ways and disagree on the best approach?
To illustrate this controversy and
to build your ethos, you need to
do credible research.
First, you should find at least 2
scholarly, peer-reviewed sources.
Peer-reviewed means the work
has been vetted and published by
reputable experts in the same
field. To do this, visit the SDSU
library website.
http://libguides.sdsu.edu/az.php .
I recommend using the 4th
database listed: Academic Search
Premier
In addition to the 2 scholarly sources, you should find 2 contemporary sources
from current (but reputable) news sources. This shows the current relevance of
your topic. I recommend:
–
The New York Times
The Guardian
The Atlantic
The Wall Street Journal
L.A. Times
I have certain specific expectations of
academic writing, which I will go over:
–
The introduction and thesis
Attribution sentences
Effective quoting
Academic paragraph structure
Include an introduction that broadly establishes the significance of your major
then narrows to a specific controversy and argument. For example:
The American civil engineering industry is currently operating at
unparalleled levels of efficiency. Civil Engineers serve the people directly,
arguably more so than all other public servants, due to the widespread reach of
their work. Anyone who finds themselves walking on a sidewalk, driving
down a paved road, or entering any kind of man-made building, reaps the
benefits of today’s built environment. The country’s sewage systems, clean
water supply routes, and power plants are all aspects of the civil engineer’s
work that affect society directly. With such a wide breadth of reach, civil
engineers face a dilemma that is hindering their ability to work efficiently, not
one of calculations and load capacities, but an ethical one. That problem is the
dubious practice of unbalanced bidding on construction projects. Unbalanced
bidding is an unfair and, at times, illegal action. This paper will explore the
controversial act of unbalanced bidding on construction projects, and the
ethical issues that are creating an industry-wide divide.
Attribution sentences: Because you are writing to an audience unfamiliar with your field, you want to be
explicit and clear about your source material. This also builds the ethos of your paper. By highlighting the
credibility of your sources, it shows that YOU are also credible.
An attribution sentence is simply a complete and separate sentence that introduces the important information
about your source: author, title, publisher, and argument.
You need to include this sentence before the first time you quote. However, you only need to include this once
for each source. Do not keep re-introducing the information. Usually, this sentence will appear after a topic
sentence and before a quote.
An example:
The arguments presented by Khaled Hesham Hyari’s article “The Controversy around Unbalanced Bidding
in Construction: Seeking a Fair Balance” published in 2015 in the American Society of Civil Engineers’
(ASCE) library, explain the unethical aspects of the practice of unbalanced bidding.
QUOTING
In addition to introducing important information about your source, you also want to smoothly incorporate direct
quotes into most of your body paragraphs. You should use the “quote sandwich” approach, which comes in 3 steps:
1. Lead in: Signal that someone else is speaking.
2. Quotation and citation
3. Explanation/comment
For example:
The author writes, “unbalanced bidding is detrimental to the concepts of competitive bidding because it turns the
bidding process into a tactical game with severe consequences to both con-tractors and owners” (Hyari 4). The severe
consequences that Hyari refers to are economic and ethical ones.
Once again, like the analysis, every
body paragraph must be clearly
structured to create an effective
focus
o Topic sentence: Straightforward
claim about the focus of the
paragraph
o Example through quotation
o Explanation, analysis, and
discussion of both the example
and its application to the topic
o Significance: Conclude each
paragraph by commenting on SO
WHAT? Who cares? What
should be done?
As it may be easily guessed, not everyone is so strongly against unbalanced
bidding. To the contractors, the practice is by no means unethical and is no
different than outsmarting your opponent in a chess match. The 2001 article “The
Contractor’s Side: Unbalanced Bid” written by Cordell Parvin defends the
individuals presenting unbalanced bids. Parvin writes “One reason is to get more
money at the beginning of the project. The bidder does this by overpricing the
work done early in the project” (Parvin 1). Parvin goes on to explain why
receiving more money at the beginning of a project would be favorable for a
contractor. The strict deadlines that come with projects create immense amounts
of pressure for contractors as they try to meet the different milestones during
building. By having more money in the early stages of construction, builders are
able to stock up on supplies and hire a larger work force to have a strong initial
push into the project, providing them with more breathing room able to withstand
any future setbacks. However, the practice of getting a “cash advance” on a
project is illegal, so contractors try finding a loophole through front-loaded
unbalanced bids. Perhaps the government should reevaluate its guidelines
regarding an advance payment in order to allow contractors to put forth suitable
bids without the worry of running out of funds early in a project.
Before starting the actual draft, you need to complete several homework assignments
–
The proposal
Discussion questions on proposal
Discussion questions/general concerns
The annotated bibliography
These assignments serve a few different purposes.
– They allow me to catch any major problems before you commit to writing a long paper
– Classmates are able to gather ideas but also help you clarify your own ideas through discussion
questions.
– The proposal is something that you may be asked to write in other upper division/graduate level
classes and is required to present at a conference
– The annotated bibliography is an extremely useful organizational tool
PROPOSAL:
It is, exactly as the name indicates, a short (less than/about 1 page) discussion where you propose a project. You need
to explain the project (in this case a plan for your essay: what will you research and argue?), its relevance to your
audience, and what you hope to accomplish. Some questions to consider:
–
What is your thesis?
What is your discipline and what is the significance of the chosen controversy to that discipline?
What claims do you think you’ll need to make in order to support your argument?
Why types of evidence will be appropriate to these claims?
WHAT’S THE DIFFERENCE BETWEEN AN INTRODUCTION AND PROPOSAL?
The proposal is organized differently, usually uses more metadiscourse, and thus is more direct, than an introduction.
However, parts of your proposal can be used in your introduction. Your thesis, most likely, can be directly copied from
your proposal. Also, the discussion of significance can be used, but most likely developed.
See Blackboard for examples.
ANNOTATED BIBLIOGRAPHY
? An annotated bibliography is simply a list of potential sources followed by a paragraph on each source
? This paragraph should include a summary of the argument, an analysis of the credibility, and a comment on where this
source will be used in your paper
? For example:
Gerald, Harriet. “The Never Ending Road.” College Composition and Communication. Vol
78.6 156-173. Print
Gerald’s argument is that pursuing a college degree is a lifelong process, if done correctly. She references several
philosophers’ theories on education. She argues too many students create an unrealistic timeline for their scholastic
pursuits. Because Gerald holds multiple Phds, is knowledgeable of respected philosophers, and supplies her reader with
various anecdotes, she is credible. Also, College Composition and Communication is a well-known, scholarly publication,
adding to her credibility. I will use this to support my second claim that students must rethink the tradition of higher
education.
QUESTIONS??

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