Description: Mountain Equipment Co-op’s board unanimously approved a deal for L.A.-based Kingswood Capital to acquire MEC’s assets, including the majority of its stores. BNN Bloomberg’s Anita Sharma has more. Source: BNNBloomberg.com – video report Date: Sep 18, 2020 Link: https://www.bnnbloomberg.ca/video/kingswood-capital-to-acquire-mec-through-ccaa-proceeding~2035739?jwsource=cl Questions for discussion: Based on the interview, why do you think MEC failed? Should their… Read more »
Posts Categorized: Marketing Research
Tesla will have zero sales in China by 2030: analyst
Description: Tesla (TSLA) may not have much of a future in the world’s largest electric vehicle market, if one analyst’s predictions pan out. Morgan Stanley’s (MS) Adam Jonas says that CEO Elon Musk’s high-tech automotive company will likely see sales in China plummet to zero by 2030. Source: Finance.Yahoo.com Date: Oct 02, 2020 Link: https://ca.finance.yahoo.com/news/tesla-will-have-zero-sales-in-china-by-2030-analyst-203938920.html… Read more »
Jonah Berger On Being A Catalyst For Change – This Week’s Six Pixels of Separation Podcast
Description: Any day is a happy day when Jonah Berger publishes a new book. And here we are. The bestselling author of Contagious and Invisible Influence is back with The Catalyst – How To Change Anyone’s Mind, and I hope you are as happy as I am. Jonah is a marketing professor at the Wharton School at the University of Pennsylvania and a world-renowned… Read more »
Brands Leveraging Digital Audio Don’t Have the Metrics They Need to Measure a Campaign’s Success
Description: Audio advertisers have no problem demonstrating that their ads were listened to, but proving that their ads affected listeners’ behavior is another story. Source: eMarketer.com Date: Sep 15, 2020 Link: https://www.emarketer.com/content/brands-leveraging-digital-audio-don-t-have-metrics-they-need-measure-campaign-s-success?ecid=NL1001 Questions for discussion: What are the limitations of followup to consumer responses to radio advertising? How do marketers measure consumer responses? How else… Read more »
Canada’s Napa Valley Seeks Elusive Audience: Canadian Wine Drinkers
Description: British Columbia’s wines are improbably being embraced by wine snobs around the world. But legal restrictions, and regional biases, are getting in the way at home. Source: NYTimes.com Date: Sep 19, 2020 Link: https://www.nytimes.com/2020/09/19/world/canada/british-columbia-wine-Okanagan-Valley.html Questions for discussion: What are the barriers preventing Canadian wineries from developing further? What can marketing do to help the… Read more »
The holiday shopping season could start on 10/10/2020 with retailers hopeful that consumers will turn out early
Description: Forget Thanksgiving Day. The start to the holiday shopping season could be October 10, or 10/10/2020, according to Keith Jelinek, managing director in the retail practice at global consultancy Berkeley Research Group. Source: MarketWatch.com Date: Sep 16, 2020 Link: https://www.marketwatch.com/story/the-holiday-shopping-season-could-start-on-10-10-2020-with-retailers-hopeful-that-consumers-will-turn-out-early-11600197849?mod=home-page Questions for discussion: What is the basis for these notions of an earlier start… Read more »
Disney Wanted to Make a Splash in China With ‘Mulan.’ It Stumbled Instead.
Description: A political controversy over a filming location was a rare blunder for one of the world’s savviest companies in dealing with China. Source: NYTimes.com Date: Sep 12, 2020 Link: https://www.nytimes.com/2020/09/12/business/media/disney-mulan-china.html Questions for discussion: Why is there a problem? What could have been done to avoid the problem? How should marketers at Disney deal with… Read more »
How to Deliver on Your Brand Promise, Even During Disruption
Description: Of the almost 18 million customers Gallup has surveyed, only about half strongly believe that the companies they do business with always deliver on the promises they make. That massive study makes it clear: Delivering consistently on a brand promise is not easy. The disruption seen in the first two quarters of 2020 made… Read more »
Jamie Siminoff Didn’t Let His ‘Shark Tank’ Failure Stop Him From Building a Billion-Dollar Business With a Big Mission
Description: Here’s why he thinks success is a little bit like playing the lottery. Source: Entrepreneur.com – video report Date: Apr 09, 2020 Link: https://www.entrepreneur.com/video/345406 Questions for discussion: What does Jamie Siminoff say is the mission for Ring? What is the value proposition for the firm? How important is branding in this industry, in your… Read more »
The U.S. Tried to Build a New Fleet of Ventilators. The Mission Failed.
Description: As the coronavirus spreads, the collapse of the project helps explain America’s acute shortage. Source: NYTimes.com Date: Mar 29, 2020 Link: https://www.nytimes.com/2020/03/29/business/coronavirus-us-ventilator-shortage.html Questions for discussion: What does the article say is the primary reason for the failure to produce an inexpensive ventilator? Could this issue have been avoided if multiple governments around the world… Read more »
Applied Marketing, 2e
Canadian Edition
