Tourism Kamloops sends viewers through a (literal) loop

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing, Services Marketing.

Description: To compete with bigger destinations, the campaign hammers home a message of affordable adventure.

Source: Strategyonline.ca

Date: Dec 01, 2022

Link: https://strategyonline.ca/2022/12/01/tourism-kamloops-sends-viewers-through-a-literal-loop/

Questions for discussion:

  • What is the theme of the ad campaign?
  • Do you think it can resonate with the target market?
  • What are some other creative ideas for ads that would be consistent with the theme?

In defensive interview, Sam Bankman-Fried claims he’s broke and committed no fraud

Posted by & filed under Consumer/Buyer Behavior, Ethics, Innovation, Integrated Marketing Communications (IMC), Relationship Marketing, Services Marketing.

Description: Former FTX CEO Sam Bankman-Fried, in possibly the understatement of 2022, said Wednesday, “I’ve had a bad month.” The former billionaire added that he “didn’t do a good job” at upholding his responsibilities to regulators, customers and investors in a hotly anticipated conversation with CNBC’s Andrew Ross Sorkin at the DealBook Summit.

Source: CNBC.com – video report

Date: Dec 01, 2022

Link: https://www.cnbc.com/2022/11/30/former-ftx-ceo-sam-bankman-fried-says-i-didnt-ever-try-to-commit-fraud.html

Questions for discussion:

  • Summarize your understanding of the events that lead to the collapse of FTX.
  • How would you characterize public perception of Bankman-Fried’s behavior and explanations.
  • How do you think this story will impact business decision-making in the future?

Have the Anticapitalists Reached Harvard Business School?

Posted by & filed under Ethics, Global Marketing.

Description: Social justice joins discounted cash flows on the syllabus as essential knowledge for aspiring corporate leaders.

Source: NYTimes.com

Date: Nov 28, 2022

Link: https://www.nytimes.com/2022/11/28/business/business-school-social-justice.html?smid=em-share

Questions for discussion:

  • What are the main arguments presented in this article?
  • Where do you stand on these questions?
  • What do you believe are the obligations of the corporation to society?

Why solar electric vehicles might be the next generation of EVs

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Retail Marketing.

Description: The world’s first commercial solar electric vehicles are hitting the U.S. and European markets in the next few years. German company Sono Motors, Southern California-based Aptera Motors, and Dutch company Lightyear are all producing electric vehicles with integrated solar panels, which can harness the sun’s power to provide around 15-45 additional miles on a clear day.

Source: CNBC.com – video report

Date: Nov 22, 2022

Link: https://www.cnbc.com/2022/11/22/how-sono-aptera-and-lightyear-are-making-solar-powered-evs-a-reality.html

Questions for discussion:

  • Who is the target market for these vehicles?
  • How are these owners/users different?
  • Sketch out a marketing plan that would focus on the target audience you have identified?

In Winning a Grueling Legal Battle, Figs’s Founders Found Power in Optimism

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: The medical scrubs company won a four-year legal battle with legacy competitor SPI. Why the co-founders wouldn’t settle, despite the high cost of litigation.

Source: INC.com

Date: Nov 21, 2022

Link: https://www.inc.com/rebecca-deczynski/figs-trina-spear-heather-hasson-lawsuit.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Nov%2021,%202022&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGIPkvuhstFy9fqhJaoUlo60HSq6fQvSq5xW9IDbIquKz2K69IoNnZjDwvStpUE_n7aWTtTXMvQrnNycBoNVrqso5Fjrs83wp9Qeb7uqA

Questions for discussion:

  • What does this report say about the use of legal tactics to undermine competition?
  • Do you think the use of their website as a marketing response to answer the accusation was a good choice?
  • Should the marketers at the firm just move on or use the victory against SPI in some way?

Amazon, Google Make Some Healthy Launches

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Market Segmentation, Marketing Research, Pricing, Product Brands and Branding, Relationship Marketing, Retail Marketing, Services Marketing.

Description: Tech giants were busy on the health front last week, with Amazon launching Amazon Clinic for consumers and Google making announcements about a new Fitbit partnership and pilots of its Care Studio for clinicians.

Source: MediaPost.com

Date: Nov 22, 2022

Link: https://www.mediapost.com/publications/article/380017/amazon-google-make-some-healthy-launches.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=128358&hashid=7T9TCmQZSDGbnu-424RuBQ

Questions for discussion:

  • What are the marketing opportunities for health care tech companies, besides those described in this report?
  • How can partnership with medical professionals improve the health care industry?
  • Provide one example and how marketers could improve services through collaboration.
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Canada’s battery supply credibility jumps as multi-billion announcements keep coming

Posted by & filed under Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Supply Chain.

Description: Federal Innovation Minister François-Philippe Champagne is selling Canada’s battery-supply chain prowess in Asia again this week, but this time he has a new boast in his back pocket. Research firm BloombergNEF pushed Canada’s position in its annual global ranking of battery-producing countries ahead of everyone else but China.

Source: BNNBloomberg.ca

Date: Nov 22, 2022

Link: https://www.bnnbloomberg.ca/canada-s-battery-supply-credibility-jumps-as-multi-billion-announcements-keep-coming-1.1849406

Questions for discussion:

  • What does the report say about the effort to create a Canadian supply chain for battery technologies?
  • Do you think government involvement is required to make this happen?
  • What are the marketing opportunities for other businesses connected to the industry development of this supply chain?

Elon Musk’s backers cheer him on, even if they aren’t sure what he’s doing to Twitter

Posted by & filed under Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: Elon Musk’s acquisition of Twitter has not exactly taken off like a rocket.
After trying desperately to get out of the $44 billion purchase, he faced a court battle for reneging. So he went through with it, while complaining that he was “obviously overpaying.” Mass layoffs and mass resignations have left Twitter a shadow of its former self. And Musk’s decision to put blue checkmarks — Twitter’s confirmation of a user’s identity — up for purchase has scared away advertisers, who provide nearly all of the company’s revenue.

Source: NPR.org

Date: Nov 21, 2022

Link: https://www.npr.org/2022/11/21/1138064606/elon-musk-twitter-investors-fans

Questions for discussion:

  • What does the report say about perceptions of Elon Musk and his handling of Twitter?
  • What do you think about his decisions?
  • Do you believe his actions at Twitter will have wider ramifications for other businesses he is tied to such as Tesla?

Iger announces first big moves in new tenure as Disney CEO: Restructuring and departure of Chapek right hand Kareem Daniel

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding, Relationship Marketing, Services Marketing.

Description: Bob Iger, less than 24 hours after returning to the helm of Disney, told employees Monday that the company would be undergoing a restructuring in coming weeks. One of the first steps, Iger announced, would be the departure of Kareem Daniel, the company’s head of media and entertainment, and right hand to now-departed CEO Bob Chapek.

Source: CNBC.com – video report

Date: Nov 21, 2022

Link: https://www.cnbc.com/2022/11/21/kareem-daniel-disney-head-of-media-and-chapeks-right-hand-is-out-following-igers-return.html

Questions for discussion:

  • How has the organization been reset by Iger?
  • Do you think Iger’s changes and his reasons given make sense?
  • Why do you believe Disney was in financial trouble?
  • Do you believe the actions taken by Chapek were on track for success if given time?
  • What would you advise the firm do today?

Here’s why Home Depot and Lowe’s are booming in a housing market bust

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

Description: As the U.S. housing market falls hard from its pandemic-driven highs, home improvement retailers like Home Depot and Lowe’s don’t seem to be feeling the same pain. In fact, they’re faring better than expected.

Source: CNBC.com

Date: Nov 18, 2022

Link: https://www.cnbc.com/2022/11/16/home-depot-lowes-booming-housing-market-bust.html

Questions for discussion:

  • What is driving sales at these retailers?
  • How important is pricing, given consumer thinking when remodelling?
  • What should marketers do to drive sales and profits further?
  • How important is store branding in this market, in your opinion?