Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Pricing, Relationship Marketing, Supply Chain.

Description: Matt Rogers has always liked to look at areas that are overlooked. Before he left Apple to start smart device company Nest Labs in 2010, for instance, no one thought twice about their home thermostat and took its technology for granted. Nest’s smart thermostat, which allows users to control their home’s heating from an app on their phone, ended up pioneering the way for the smart home revolution and changing the way people think about their energy use.

Source: CNBC.com – video report

Date: Jan 17, 2023

Link: https://www.cnbc.com/2023/01/17/nest-co-founder-is-back-with-new-device-for-the-home-focused-on-food.html?__source=sharebar%7Cemail&par=sharebar

Questions for discussion:

  • Who are the target customers Rogers should focus on to launch Mill?
  • Do you think the business model and pricing is proper?
  • How would you advise the firm to market this product?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: The food in your kitchen cabinets may not be what it seems. Fraudsters motivated by economic gain secretly infiltrate the global food market through a variety of means, including counterfeits, dilutions, substitution and mislabeling, according to the Global Food Safety Initiative. This not only adds to your food bill, but can put your health and safety at risk. Some estimates say food fraud affects at least 1% of the global trade at a cost as high as $40 billion a year.

Source: CNBC.com – video report

Date: Jan 15, 2023

Link: https://www.cnbc.com/video/2023/01/15/how-the-secret-40-billion-food-fraud-market-works.html

Questions for discussion:

  • Summarize the key issues related to these business frauds.
  • What are the recommended solutions presented in the report?
  • What would you advise business managers, governments and consumers do to mitigate fraud?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Relationship Marketing.

Description: How converting customers to closer relationships, leveraging them, and defending them can drive future revenue and lower costs.

Source: Sloan/MIT.edu

Date: Sep 13, 2022

Link: https://sloanreview.mit.edu/article/manage-your-customer-portfolio-for-maximum-lifetime-value/

Questions for discussion:

  • Summarize the key ideas and organizational structure of this model.
  • In general, what do you think about the value of usiing this model?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding, Retail Marketing.

Description: More than two dozen The Bay locations across Canada will soon be home to Zellers stores, as the retailer has announced more details of its plan to resurrect the defunct discount brand both online and in physical stores.

Source: CBC.ca

Date: Jan 18, 2023

Link: https://www.cbc.ca/news/business/zellers-the-bay-1.6717622

Questions for discussion:

  • Why do you think the brand is being re-introduced at this time?
  • Do you think it is good thinking by marketing management?
  • Given the marketing mandate, what would you do with the project – online and at real retail locations?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding.

Description: Know your customers’ needs, track your rivals, and choose a clear strategy.

Source: INC.com

Date: Jan 19, 2023

Link: https://www.inc.com/peter-cohan/3-lessons-from-elon-musks-sabotage-of-tesla.html

Questions for discussion:

  • What are the key criticisms and strategic advice that is presented to the company?
  • Do you agree with this line of thinking?
  • What would you advise?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Relationship Marketing.

Description: A trend called Neo-Prohibitionism combined with less wine consumption by younger generations has left baby boomers as the wine industry’s sole BFFs. Those are three main takeaways from a sobering analysis of U.S. wine consumption by the wine division of Silicon Valley Bank (SVB).

Source: Mediapost.com

Date: Jan 19, 2023

Link: https://www.mediapost.com/publications/article/381730/annual-silicon-valley-bank-report-paints-sober-pic.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129003&hashid=7T9TCmQZSDGbnu-424RuBQ

Questions for discussion:

  • Summarize the marketing issues facing the wine industry and alcohol consumption in general.
  • What would you advise the wine industry at this time?
  • Do you think alcohol consumption will go the same way as tobacco?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Metrics/Analytics, Pricing, Product Brands and Branding, Relationship Marketing.

Description: Wedbush Managing Director & Senior Equity Analyst Dan Ives joins Yahoo Finance Live to discuss Tesla price cuts in China, whether Tesla stock is a buying opportunity after a major sell-off, Elon Musk moving more and more operations from California to Texas, and the outlook for EVs and the Tesla Cybertruck.

Source: Yahoo.Finance.com – video report

Date: Jan 09, 2023

Link: https://ca.finance.yahoo.com/video/tesla-price-cuts-strategic-poker-165506874.html?contentType=VIDEO

Questions for discussion:

  • What does Dan Ives say about the price cut?
  • Do you think it was a good decision? Explain your thinking.

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Relationship Marketing, Retail Marketing.

Description: Marketing your business successfully in 2023 requires diversification of your targeting tactics.

Source: INC.com

Date: Jan 10, 2023

Link: https://www.inc.com/rebecca-deczynski/third-party-cookies-over-new-strategies-help-brands-win-customers.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Jan%2010,%202023&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGJP8pCx8nDFeOa37e-INjVHIGPGQdS3UdwC_JNz7NF8DXiO0QF1oL9KVrbaXxl4BwNORROghKmlidhSBC-CM3_OXpSB31_16tSTCogMFI

Questions for discussion:

  • Summarize the suggested strategies presented in this report.
  • Do you agree with these arguments?
  • What else would you advise?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC).

Description: The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV (CTV) has seen “monumental progress in just a handful of years,” said our analyst Ross Benes during our “Video Trends: What to Expect in 2023” webinar. But that’s not the full story. Here are key TV behaviors and ad trends to watch in the new year.

Source: InsiderIntelligence.com/eMarketer.com

Date: Jan 09, 2023

Link: https://www.insiderintelligence.com/content/video-trends-watch-2023-cord-cutting-ad-spread-production-slowdown?utm_source=Triggermail&utm_medium=email&utm_campaign=eDaily%201.9.2023&utm_id=eDaily%201.9.2022&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29

Questions for discussion:

  • Summarize the key trends taking place.
  • What does this mean for the television industry and marketers that use the industry to connect with customers?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Metrics/Analytics, Product Brands and Branding, Relationship Marketing.

Description: A new ad from Ryan Reynolds’ Mint Mobile was partially scripted using the conversational artificial intelligence (AI) model ChatGPT, per details emailed to Marketing Dive.

Source: MarketingDive.com – video report

Date: Jan 11, 2023

Link: https://www.marketingdive.com/news/ryan-reynolds-ChatGPT-Mint-Mobile-AI-marketing/640160/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-01-11%20Marketing%20Dive%20Newsletter%20%5Bissue:47223%5D&utm_term=Marketing%20Dive

Questions for discussion:

  • Summarize the marketing thinking behind this publicity event.
  • Why is Ryan Reynolds key to this effort?
  • What do you think the impact will be on marketers and consumers?