Posts Categorized: Marketing Research

Inside the intense world of Birkin bag collectors, who pay up to $500,000 for one bag

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

Description: Would you pay $500,000 … for a bag? In 2019, a diamond-encrusted Birkin handbag made of crocodile, from the French luxury brand Hermes, sold for half a million dollars. The Birkin consistently shatters sales records at auction, selling in the hundreds of thousands of dollars. But experts say the bag cost just $2,000 at… Read more »

The Weekly Listen: Facebook’s TV Portal and NBCUniversal’s

Posted by & filed under Consumer/Buyer Behavior, Marketing Research.

Description: eMarketer principal analysts Mark Dolliver and Yory Wurmser discuss the viability of Facebook’s new Portal TV device, NBCU’s new video-streaming service Peacock, how many people around the world don’t use the internet and more. Source: eMarketer.com – podcast Date: Sep 20, 2019 Link: https://www.emarketer.com/content/podcast-the-weekly-listen-facebook-tv-portal-and-nbcuniversal-peacock?ecid=NL1001 Questions for discussion: What does this discussion reveal about changes… Read more »

Why Volkswagen is betting big on electric

Posted by & filed under Global Marketing, Innovation, Marketing Research, Product Brands and Branding.

Description: History of Volkswagen up to the present. Source: eMarketer.com – video report Date: Sep 20, 2019 Link: https://www.cnbc.com/video/2019/09/19/the-rise-of-volkswagen-and-its-big-bet-on-electric-vehicles.html Questions for discussion: What marketing advantage does VW have over competitors? How should management deal with the global introduction of electric vehicles?

US Consumers Tolerate Ads if They’re Expecting Them or They’re Incentivized

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

Description: US digital buyers that were surveyed considered static banner ads (16%), sponsored posts in social media feeds (14%) and sponsored search results (12%) to be the most useful digital ad formats. Overall, however, almost 58% of digital buyers said they didn’t think any digital ads were useful to them. Source: eMarketer.com Date: Sep 11,… Read more »

What Does Your Brain on Influencer Marketing Look Like?

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

Description: Measuring attribution and return on investment remains a key challenge when marketing with influencers—which means that it can be hard to quantify the merits of utilizing them. But neuroscience research from the UK, showing cognitive responses to traditional marketing vs. influencer posts, may provide some answers. Source: eMarketer.com Date: Aug 28, 2019 Link: https://www.emarketer.com/content/your-brain-on-influencers-neuroscience-study-explains-the-effects-of-influencer-marketing?ecid=NL1001… Read more »

15 Minutes to ‘Mayhem’: How a Tweet Led to a Shortage at Popeyes

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Metrics/Analytics, Pricing, Product Brands and Branding, Relationship Marketing, Retail Marketing, Services Marketing, Supply Chain.

Description: The “chicken sandwich wars” with Chick-fil-A captivated the internet and drove record sales. Then they became a logistical headache. Source: NYTimes.com Date: Aug 29, 2019 Link: https://www.nytimes.com/2019/08/29/business/popeyes-chicken-sandwich-shortage.html Questions for discussion: What does the report say what happened? Was this a “problem”? Do you think it was planned? What should the firm do about the… Read more »