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

Description: Here it is: Six Pixels of Separation – Episode #842. Have you ever met a “differentiation expert”? That’s the role of Andrea Belk Olson (who is also a speaker and author). As the CEO at Pragmadik, where her team helps organizations of all sizes better understand customers (their wants, desires and secret needs). She is the author of The Customer Mission, No Disruptions, and more recently published her newest book, What to Ask – How to learn what customers need but don’t tell you. A sought-after keynote speaker at conferences and corporate events, Andrea is a visiting lecturer at the University of Iowa’s Tippie College of Business and head of their Startup Business Incubator (JPEC Founders Club). She is also a mentor at the University of Iowa Venture School. In What to Ask, Andrea delivers a fresh, cognitive approach for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research, which ignores the two essential sources of insight: context and behavior. So, if you are faced with discovering what customers really want, this episode is just for you. Enjoy the conversation…

Source: SixPixels.com – podcast

Date: August 28, 2022

Link: https://www.sixpixels.com/podcast/archives/spos-842-andrea-belk-olson-on-secret-customer-needs/

Questions for discussion:

  • What does Andrea Belk Olson say about customers that should be of interest to marketers?
  • What do you you think about these ideas and her suggestions?

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

Description: The tall can — a.k.a. tallboy or pounder — projects both trendiness and blue-collar appeal, experts say

Source: CBC.ca

Date: Sep 04, 2022

Link: https://www.cbc.ca/radio/costofliving/craft-beer-tall-cans-1.6570989

Questions for discussion:

  • What does the article say about marketing, consumer behavior and the size of beer cans?
  • What do you think about these views?
  • What should marketers do with this information, in your opinion?

Posted by & filed under Innovation, Marketing Research, Product Brands and Branding, Relationship Marketing, Retail Marketing, Services Marketing, Supply Chain.

Description: The race to build electric vehicles in the U.S. is heating up as fresh rounds of investment come out of Washington. Workers at the former heart of the auto industry fear being left behind.

Source: CNBC.com – video report

Date: Sep 04, 2022

Link: https://www.cnbc.com/2022/09/04/ev-manufacturing-may-shrink-us-midwest-auto-parts-trade.html

Questions for discussion:

  • What is happening to the industry as the electric vehicle manufacturing shift accelerates?
  • How should participants such as governments, unions and manufacturers handle the transition, in your opinion?
  • What do these changes mean for investors and marketers?

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

Description: After years on the decline, Barnes & Noble’s sales are up, its costs are down — and the same people who for decades saw the superchain as a supervillain are celebrating its success.

Source: NYTimes.com

Date: April 15, 2022

Link: https://www.nytimes.com/2022/04/15/arts/barnes-noble-bookstores.html

Questions for discussion:

  • What has happened to the bookselling business and to Barnes & Noble in particular?
  • How have companies responded?
  • Do you think this strategic thinking has longer-term chances for sustainability?
  • What would you advise Barnes & Noble?

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

Description: Service robot startup Diligent Robotics scored $30 million in a Series B raise. Cedars-Sinai Medical Center was among investors. The startup has raised $50 million to date.

Source: eMarketer.com

Date: Apr 13, 2022

Link: https://www.emarketer.com/content/health-systems-invest-robots-abate-nursing-shortage-but-privacy-concerns-still-issue

Questions for discussion:

  • What does the report say about the use of robots in health services and human acceptance?
  • As a marketer in sales, how would you use this information as part of the sales effort?
  • Sketch out a plan of action for say, presentation to small regional hospital. Discuss.

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

Description: Bitcoin is just one of thousands of digital currencies on the market, that have proven a boon for speculative investors. But what can you actually use crypto for? As of now, not much, says correspondent David Pogue, who looks into the problems cryptocurrency has to overcome if it’s to become ready for prime time.

Source: CBSNews.com – video report

Date: Apr 10, 2022

Link: https://www.cbsnews.com/video/can-cryptocurrency-go-mainstream/

Questions for discussion:

  • What is is cryptocurrency?
  • How are the ‘brands’ being marketed?
  • Who is the target market?
  • Why is it speculative to hold it as opposed to US dollars or other commonly held currencies?
  • Do you think it will grow in popularity?

Posted by & filed under Consumer/Buyer Behavior, Innovation, Marketing Strategy, Product Brands and Branding, Services Marketing.

Description: Bye-bye, IMDb TV. The Amazon-backed free ad-supported streaming service will now be called, drum roll please, Freevee. Yes, Freevee.

Source: Yahoo.Finance.com

Date: Apr 13, 2022

Link: https://ca.finance.yahoo.com/news/amazons-imdb-tv-changes-name-152117904.html

Questions for discussion:

  • What do you think about Amazon’s branding effort so far?
  • Do you think the familiarity with Prime is on par with IMDb TV?
  • Do you think the new branding strategy is sufficient?
  • What else would you advise?

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

Description: The two-month saga might have permanently changed the snack landscape at Canada’s grocery giant

Source: FinancialPost.com

Date: Apr 11, 2022

Link: https://financialpost.com/news/economy/frito-lay-shipments-head-back-to-loblaw-after-long-and-public-feud-between-food-giants

Questions for discussion:

  • Do you believe management of Loblaws handled this issue properly?
  • Do you think this was an opportunity missed for smaller suppliers to build a relationship with Loblaws as well as new customers?
  • What do you think will happen now?

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

Description: Elon Musk offered to buy Twitter for $54.20 a share, saying the social media company needs to be transformed privately, a little over a week after first revealing a 9.2% stake in the company. Musk’s offer values Twitter at about $43 billion.

Source: CNBC.com – video report

Date: Apr 14, 2022

Link: https://www.cnbc.com/2022/04/14/elon-musk-offers-to-buy-twitter-for-54point20-a-share-saying-it-needs-to-be-transformed-as-private-company.html

Questions for discussion:

  • Given Elon Musk’s comments about the firm’s potential, how would Twitter be changed by a decision to go private?
  • How would the social media competitive environment change in your opinion?
  • What would you advise competitors and entrepreneurs do in this potentially new landscape?

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

Description: Amazon is handling a rapidly growing number of returns that are causing a massive problem for the e-commerce giant and the planet. A National Retail Federation survey found a record $761 billion of merchandise was returned to retailers in 2021. That amount surpasses what the U.S. spent on national defence in 2021, which was $741 billion.

Source: CNBC.com – video report

Date: Apr 10, 2022

Link: https://www.cnbc.com/2022/04/10/how-amazon-plans-to-fix-its-massive-returns-problem.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What are the key business and marketing issues related to this problem?
  • Do you think the current strategies are sufficient?
  • What would you suggest?