Posted by & filed under Consumer/Buyer Behavior, Innovation, Market Segmentation, Pricing, Product Brands and Branding.

Description: Amazon, which already holds a dominant position in the US smart speaker market, will continue to maintain this leadership through 2021, with approximately 70% of total US smart speaker users expected to use an Amazon Echo device, according to our latest estimates.

Source: eMarketer.com

Date: Feb 10, 2020

Link: https://www.emarketer.com/content/amazon-maintains-convincing-lead-in-us-smart-speaker-market?ecid=NL1001

Questions for discussion:

  • Why do you suppose Amazon is leading in this field?
  • How do you think consumers make their decision over which brand to choose?

Posted by & filed under Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Customers will now be able to accumulate points for more than just coffee

Source: FinancialPost.com

Date: Feb 11, 2020

Link: https://business.financialpost.com/news/retail-marketing/tim-hortons-had-a-rough-year-as-sales-tumbled

Questions for discussion:

  • Why was the older program not popular with franchisees?
  • Is the new program better for franchisees, in your opinion?
  • What would be a better promotional program?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Metrics/Analytics, Pricing, Product Brands and Branding.

Description: Tesla has a long way to go before it justifies its current stock price, New York University finance professor Aswath Damodaran told CNBC on Thursday.

Source: CNBC.com – video report

Date: Feb 13, 2020

Link: https://www.cnbc.com/2020/02/13/damodaran-tesla-needs-vw-like-sales-apple-like-margins-to-justify-stock.html

Questions for discussion:

  • Explain what Aswath Damodaran means when he says Tesla would need VW-like sales and Apple-like margins to justify its stock valuation.
  • Why is there so much hype about Tesla at this time?
  • What needs to happen for the Tesla story to come true?
  • Do you think it can happen?

Posted by & filed under Ethics, Integrated Marketing Communications (IMC), Services Marketing.

Description: One after the other as the morning wore on, Goldman Sachs Group Inc.’s most senior leaders — all men — took turns on stage describing their plan to restore its dimmed star. Much of it rests on a woman who’s being groomed to join them.

Source: Bloomberg.com

Date: Feb 13, 2020

Link: https://www.bloomberg.com/amp/news/articles/2020-02-13/the-woman-rising-from-goldman-trader-to-its-face-on-wall-street

Questions for discussion:

  • What is the significance of Beth Hammack’s rise at the firm?
  • Do you think the firm is marketing itself by way of her promotion at the firm?
  • How has the brand changed as a result of her rise in management ranks?

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

Description: Why Big Tech Is Getting Into Finance

Source: MarketWatch.com – video report

Date: Feb 06, 2020

Link: https://www.marketwatch.com/video/why-big-tech-is-getting-into-finance/9260A791-661F-4E53-9111-5E88B7CC6494.html

Questions for discussion:

  • How can marketers make use of personal financial information such as payments?
  • Do you think consumers will reject the relationship proposed by tech firms?
  • How should marketers at tech firms like Google present their “financial offer” to consumers?

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

Description: While investors may not be able to make up their minds about Tesla, with its stock whipsawing in recent days, the electric carmaker has a strong base of fans within the NFL.

Source: CNBC.com – video report

Date: Feb 05, 2020

Link: https://www.cnbc.com/2020/02/05/nfl-players-go-eco-friendly-trading-in-once-popular-suvs-for-teslas.html

Questions for discussion:

  • Do you think the NFL and players represent a good choice for Tesla co-branding?
  • What are the marketing issues related to the possible connections?

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

Description: The bestselling author, David Meerman Scott, wants businesses to focus more on developing fans than customers. He would know. He is a fan of live music, collecting artifacts from space, and so much more. He also happens to be a marketing strategist who has written eight books (all of which have done exceedingly well). He may be best known for The New Rules of Marketing & PR, but his body of work also includes, The New Rules of Sales and Service, Real Time Marketing and PR, Marketing The Moon, Marketing Lessons From The Grateful Dead, Eyeball Wars and World Wide Rave. Most recently, he published the book, Fanocracy – Turning fans into customers and customers into fans. For this book he worked with a co-author (who also happens to be his daughter), Reiko Scott. Let’s dive into how brands can think differently about their customers, and debate whether or not all businesses are worthy of having fans. Enjoy the conversation…

Source: SixPixels.com

Date: Feb 02, 2020

Link: https://www.sixpixels.com/articles/archives/david-meerman-scott-on-creating-passionate-fans-this-weeks-six-pixels-of-separation-podcast/

Questions for discussion:

  • What is the basic message presented to marketers in this podcast?
  • What do you think about this message and its utility?

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

Description: Brands with a demographic sweet spot—like millennials or boomers—are seeking the most relevant campaign tactics to reach their targets. This is especially true in digital, where behaviors vary widely by platform and formats used for media consumption.

Source: eMarketer.com

Date: Feb 06, 2020

Link: https://www.emarketer.com/content/canada-digital-habits-by-generation

Questions for discussion:

  • What stands out to you in this summary?
  • How should marketers use this information?

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

Description: With technology and capital rapidly increasing the pace of innovation, Christensen’s thinking is more relevant today than ever. What do we know now about the power of disruption and where it’s taking us?

Source: SloanReview.mit.edu

Date: Feb 04, 2020

Link: https://sloanreview.mit.edu/article/an-interview-with-clayton-m-christensen/?utm_source=El1&utm_medium=pr&utm_campaign=Chris0220

Questions for discussion:

  • What are the important lessons directed at managers, marketers and investors?
  • Which firms do you think are paying attention and which are not, in your opinion?

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

Description: The Women’s Sport Trust is pairing marketers from Sainsbury’s, Disney and Facebook with female athletes in a bid to amplify the message around women’s sport.

Source: MarketingWeek.com

Date: Jan 17, 2020

Link: https://www.marketingweek.com/marketers-support-womens-sport/

Questions for discussion:

  • What are the challenges facing marketers as they attempt to boost women’s sports?
  • What would you suggest to the thinkers and strategists involved?