Description: eMarketer principal analysts Mark Dolliver and Nicole Perrin join vice president of content studio Paul Verna to discuss Airbnb’s upcoming IPO, Facebook’s acquisition of “mind-reading wristband” company CTRL-labs, highlights from New York Advertising Week 2019 and more. Source: eMarketer.com – podcast Date: Sep 25, 2019 Link: https://www.emarketer.com/content/podcast-the-weekly-listen-airbnb-ipo-and-facebook-acquires-mind-reading-wristband-company?ecid=NL1001 Questions for discussion: What are the highlights… Read more »
Posts Categorized: Marketing Strategy
An exclusive first look at the new McDonald’s Beyond Meat burger
Description: McDonald’s Inc. is preparing to launch a Beyond Meat sandwich and it will conduct its first global test of the landmark offering in a patch of cities and towns in Southwestern Ontario. Source: Financial.Post.com – video report Date: Sep 26, 2019 Link: https://www.youtube.com/watch?v=ec0SrjRJmOc Questions for discussion: What are the “strategic marketing” similarities to regular… Read more »
Beauty company must pay FTC $1.76M for falsely labeling products as organic and vegan — how NOT to get duped
Description: A brand sold at Nordstrom and Urban Outfitters ‘harmed consumers,’ the FTC said Source: MarketWatch.com Date: Sep 27, 2019 Link: https://www.marketwatch.com/story/beauty-company-must-pay-ftc-176m-for-falsely-labeling-products-as-organic-and-vegan-how-not-to-get-duped-2019-09-26?reflink=MW_GoogleNews Questions for discussion: What does this article say about the branding and labeling problems for consumers and marketers? What advice would you pass on to both parties?
Daily Forecast: India Is WhatsApp’s Biggest Country
Description: eMarketer forecasting director Shelleen Shum explains why India has the world’s largest WhatsApp user base. Source: eMarketer.com – video report Date: Sep 26, 2019 Link: https://www.emarketer.com/content/daily-forecast-india-is-whatsapp-s-biggest-country?ecid=NL1001 Questions for discussion: Explain WhatsApp’s success in India? What should marketing managers be concerned about in the future?
GM’s Mary Barra Bets Big on an Electric, Self-Driving Future
Description: The American automaker has challenges like dealing with strikes, developing tech that works, and finding a market. Source: Bloomberg.com Date: Sep 20, 2019 Link: https://www.bloomberg.com/news/features/2019-09-19/before-gm-goes-electric-mary-barra-has-a-strike-to-settle?srnd=businessweek-v2 Questions for discussion: How is GM changing, from a marketing point of view? What do you think of the strategic planning? What would you advise the firm?
Stock It and They Will Come: The Inside Psychology of Specialty Grocery Stores
Description: A shopper’s perception of choice should be the driving force behind a retailer’s assortment strategy Source: Entrepreneur.com Date: Sep 06, 2019 Link: https://www.entrepreneur.com/article/338699 Questions for discussion: What is the basis for the advice provided to retailers in this report? Do you believe this line of thinking applies to other aspects of marketing?
From Podcast to Streaming Music Ad Creative—Different Approaches Yield Different Results
Description: More people than ever in the US are spending time with digital audio, leading to growing advertising opportunities. To properly communicate with audiences, advertisers should make sure the right creatives are used with the right audio formats. Otherwise, they run the risk of annoying or alienating their audiences. Source: eMarketer.com Date: Sep 5, 2019… Read more »
Nordstrom Tests Accepting Online Returns Bought From Rivals
Description: Nordstrom Inc. is trying an unusual approach to get busy New York City shoppers in its doors: Letting them return merchandise they bought online—from other retailers. Source: Fortune.com Date: Sep 06, 2019 Link: https://fortune.com/2019/09/06/nordstrom-tests-accepting-online-returns-from-rivals-such-as-macys/ Questions for discussion: Is this a good idea? What is the benefit to customers and to Nordstrom? Would an “any-brand”… Read more »
The Renaissance of Somewhat Controversial Public Transit Ads
Description: eMarketer principal analysts Nicole Perrin and Andrew Lipsman discuss the wave of contentious subway ads: What’s allowed? What isn’t? Why have startups become obsessed with marketing on public transit? They also talk about YouTube’s latest FTC fine, a new partnership between TikTok and the National Football League and more. Source: eMarketer.com – podcast Date:… Read more »
Inside Amazon and Shopify’s race to master time and space in e-commerce
Description: Shopify and Amazon are more strategic partners than competitors, with Shopify needing Amazon the same way Harry Potter needs Voldemort Source: FinancialPost.com Date: Aug 29, 2019 Link: https://business.financialpost.com/technology/inside-amazon-and-shopifys-race-to-master-time-and-space Questions for discussion: Summarize what the report says about the importance of fulfillment versus order-taking? What is the strategic relationship between these firms? Is this a… Read more »
Applied Marketing, 2e
Canadian Edition
