Description: Amazon, which already holds a dominant position in the US smart speaker market, will continue to maintain this leadership through 2021, with approximately 70% of total US smart speaker users expected to use an Amazon Echo device, according to our latest estimates. Source: eMarketer.com Date: Feb 10, 2020 Link: https://www.emarketer.com/content/amazon-maintains-convincing-lead-in-us-smart-speaker-market?ecid=NL1001 Questions for discussion: Why… Read more »
Posts Categorized: Market Segmentation
Canada Digital Habits by Generation
Description: Brands with a demographic sweet spot—like millennials or boomers—are seeking the most relevant campaign tactics to reach their targets. This is especially true in digital, where behaviors vary widely by platform and formats used for media consumption. Source: eMarketer.com Date: Feb 06, 2020 Link: https://www.emarketer.com/content/canada-digital-habits-by-generation Questions for discussion: What stands out to you in… Read more »
In U.S., Library Visits Outpaced Trips to Movies in 2019
Description: WASHINGTON, D.C. — Visiting the library remains the most common cultural activity Americans engage in, by far. The average 10.5 trips to the library U.S. adults report taking in 2019 exceeds their participation in eight other common leisure activities. Source: Gallup.com Date: Jan 24, 2020 Link: https://news.gallup.com/poll/284009/library-visits-outpaced-trips-movies-2019.aspx Questions for discussion: What does the research… Read more »
Marketers Expect Content-Driven Campaigns to Increase in 2020
Description: About 80% of marketing professionals worldwide surveyed in October 2019 said they expect content-led campaigns to grow over the next two years, with 19% saying they expect they would stabilize. Only 2% of respondents said there would be a decline. Source: eMarketer.com Date: Jan 27, 2020 Link: https://www.emarketer.com/content/marketers-expect-content-driven-campaigns-to-increase-in-2020?ecid=NL1001 Questions for discussion: What does the… Read more »
Affordable legal cannabis should be priority as illegal pot prices drop, experts say
Description: Gap between what Canadians pay for legal and illicit cannabis is widening: Statistics Canada Source: CBC.ca Date: Jan 24, 2020 Link: https://www.cbc.ca/news/business/cannabis-price-gap-illegal-legal-1.5438899 Questions for discussion: Explain the gap between legal and illegal prices? Why is it critical to reduce the gap for the industry to succeed? What marketing advice would you present to the… Read more »
How American Apparel came back from the brink of death
Description: How American Apparel came back from the brink of death Source: CNBC.com – video report Date: Jan 16, 2020 Link: https://www.cnbc.com/video/2020/01/16/american-apparel-has-a-new-online-retail-store-following-bankruptcy.html Questions for discussion: Summarize the history of the firm focusing on the key issues that affected its rise and fall? Do you think the firm can rise again? What would you advise management?
Lululemon used to be a niche player, now some think it could be the next Nike
Description: For six years, between 2011 and 2017, Lululemon Athletica Inc.’s stock looked as if it was tapped out. The yogawear company was already an incredible success for investors, who backed it from its US$14 IPO in 2007, but further growth was a concern. Source: FinancialPost.com Date: Jan 16, 2020 Link: https://business.financialpost.com/investing/lululemon-used-to-be-a-niche-player-now-some-think-it-could-be-the-next-nike Questions for discussion:… Read more »
Will Anyone Buy Elon Musk’s New Pickup?
Description: Elon Musk yesterday unveiled his company’s new “Cybertruck,” an electric pickup that Tesla hopes will rival Ford’s best-selling F-150 line, Karen Zraick, Neal Boudette and Daniel Victor of the NYT write. Source: NYTimes.com Date: Nov 22, 2019 Link: https://www.nytimes.com/2019/11/22/business/dealbook/tesla-pickup-elon-musk.html Questions for discussion: Do you think the Cybertruck will appeal to traditional truck buyers? Who do you… Read more »
Former Amazon executive on the 5-star success lesson he learned from online giant’s customer ratings
Description: Dan Lewis, CEO of trucking logistics start-up Convoy, spent many years at Amazon before founding his own company. Among the biggest projects he worked on as Amazon’s general manager of new shopping experiences was helping to build an online ratings and reviews model. It was a big problem from the online retail giant in… Read more »
How 3-D printing is transforming the $12 trillion manufacturing industry and fueling the 4th Industrial Revolution
Description: A French cosmetics giant uses one to create artificial skin. A Wisconsin start-up designs ceramic guides that pinpoint tumors in individual cancer patients. Workers on a remote North Sea oil rig make replacement parts on the spot rather than wait days for a ship or helicopter to arrive. All these actions are made possible… Read more »
Applied Marketing, 2e
Canadian Edition
