Description: Come Spring 2023, Airbnb will require all users booking reservations on its platform to verify their identity to book a reservation, further expanding a program that asks for credentials like a photo of a valid government-issued ID or a legal name and address. Source: CNBC.com – video report Date: Jan 23, 2023 Link: https://www.cnbc.com/2023/02/03/airbnb-will-soon-push-all-vacationers-and-hosts-to-verify-identity.html Questions for discussion: What… Read more »
Posts Categorized: Consumer/Buyer Behavior
Ask for Payment Before or After? The Effects of Timing in Pay-What-You-Want Pricing
Description: Pay-what-you-want is a pricing mechanism where consumers can decide how much to pay for a product or service. Variations of this idea have been employed widely over the years. Public museums, such as New York’s Metropolitan Museum of Art, have long allowed nominally free entry but with requests for donations at entry and/or exit…. Read more »
Nike Sues Lululemon (Again)
Description: Nike is suing Lululemon in a Manhattan federal court for unspecified damages, accusing the Canadian company of patent infringements in four of Lulu’s athletic shoe models. Source: MarketingDive.com Date: Jan 31, 2023 Link: https://www.mediapost.com/publications/article/382086/nike-sues-lululemon-again.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129129&hashid=7T9TCmQZSDGbnu-424RuBQ Questions for discussion: What do you believe is behind Nike’s strategy? Do you think Lululemon will do well in this… Read more »
Jobs report shows increase of 517,000 in January, crushing estimates, as unemployment rate hit 53-year low
Description: The employment picture started off 2023 on a stunningly strong note, with nonfarm payrolls posting their biggest gain since July 2022. Source: CNBC.com – video report Date: Feb 03, 2023 Link: https://www.cnbc.com/2023/02/03/jobs-report-january-2023-.html Questions for discussion: Where were the main growth areas for employment? What does this say about how the economy is recovering from… Read more »
How a Drug Company Made $114 Billion by Gaming the U.S. Patent System
Description: AbbVie for years delayed competition for its blockbuster drug Humira, at the expense of patients and taxpayers. The monopoly is about to end. Source: NYTimes.com Date: Jan 28, 2023 Link: https://www.nytimes.com/2023/01/28/business/humira-abbvie-monopoly.html Questions for discussion: Summarize the issues related to how businesses, governments, insurance companies and consumers are connected to the drug Humira. Is this… Read more »
How Instagram, Discord, and other social media platforms balance teen attention with parents’ concerns
Description: Last week, Instagram announced Quiet mode, which lets users pause notifications to “set boundaries.” The app prompts teens to enable Quiet mode at night. In the same week, Discord bought Gas, adding the teen compliment-giving app into the messaging platform’s fold. Source: Insiderintelligence.com/eMarketer Date: Jan 23, 2023 Link: https://www.insiderintelligence.com/content/instagram-discord-social-media-platforms-balance-teen-attention-parents-concerns?utm_source=email&utm_medium=email&utm_campaign=eDaily%201.23.2023&utm_id=eDaily%201.23.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29 Questions for discussion: How are these… Read more »
Manage Your Customer Portfolio for Maximum Lifetime Value
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 organization of this model. In general, what do you think about the value of applying this model?
KFC Canada unveils winterized outdoor basketball court
Description: KFC Canada’s newest activation doesn’t let the weather stop basketball fans from getting some court time in and points to the ongoing relevance of outdoor experiential marketing, even in the winter. Source: MarketingDive.com Date: Jan 26, 2023 Link: https://www.marketingdive.com/news/kfc-winter-basketball-court-sports-marketing/641289/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-01-26%20Marketing%20Dive%20Newsletter%20%5Bissue:47581%5D&utm_term=Marketing%20Dive Questions for discussion: What do you think about this promotion? What marketing goals do you… Read more »
Law Professor Urges FTC To Regulate Ad-Tech
Description: Many online ad practices are “unfair, deceptive, and privacy-invasive,” Brooklyn Law School professor Jonathan Askin says in a petition filed this month with the Federal Trade Commission. Source: MediaPost.com Date: Jan 19, 2023 Link: https://www.mediapost.com/publications/article/381747/law-professor-urges-ftc-to-regulate-ad-tech.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129023&hashid=xIhhTnG4Qdmubrqstxmgaw Questions for discussion: What is the goal of the petition? Do you think it is justified and regulations should be adopted?… Read more »
Why Florida Makes $20M A Year From Gatorade
Description: The Gatorade shower is a post-game ritual seen from the Sandlot to the Super Bowl. Celebrations aside, Gatorade is the most popular sports drink in the world, bringing in billions of dollars every year to its parent company, PepsiCo. But Pepsi doesn’t get to keep every dollar. Over the last few years, Pepsi has… Read more »
Applied Marketing, 2e
Canadian Edition
