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

Description: Elon Musk yesterday unveiled his company’s new “Cybertruck,” an electric pickup that Tesla hopes will rival Ford’s best-selling F-150 line, Karen Zraick, Neal Boudette and Daniel Victor of the NYT write.

Source: NYTimes.com

Date: Nov 22, 2019

Link: https://www.nytimes.com/2019/11/22/business/dealbook/tesla-pickup-elon-musk.html

Questions for discussion:

  • Do you think the Cybertruck will appeal to traditional truck buyers?
  • Who do you think would likely be the early adopters for this truck?
  • How can Tesla market the truck to the early adopters?

Posted by & filed under Ethics, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing, Retail Marketing, Services Marketing, Supply Chain.

Description: Imagine loading up a cart full of merchandise at a store, and just walking out the door in broad daylight as store employees watch you do it.

Source: CNBC.com – video report

Date: Nov 22, 2019

Link: https://www.cnbc.com/2019/11/22/inside-home-depots-efforts-to-stop-a-growing-theft-problem.html

Questions for discussion:

  • What are the theft-related problems facing retailers like Home Depot?
  • How does this problem affect the brand and shopping environment?
  • How are retailers dealing with the problem, according to the report?
  • What else would you advise?

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

Description: Climate change activists are always saying that we need to listen to scientists — perhaps it’s time they paid attention, too

Source: Driving.ca

Date: Nov 08, 2019

Link: https://driving.ca/features/feature-story/motor-mouth-the-hypocrisy-of-armchair-environmentalism

Questions for discussion:

  • What does the article say about how society should be responding to the “climate change” controversy?
  • How would you go about marketing the three primary options described in the article?

Posted by & filed under Global Marketing, Innovation, Supply Chain.

Description: The technology measures its wearer’s heart rate, temperature, speed and location, among other variables. The telecommunications giant is looking at rolling out a version for use by the general population, as well as features for diabetics and the elderly, and some that could be used to monitor parolees and prisoners.

Source: TheLogic.com

Date: Nov 18, 2019

Link: https://thelogic.co/news/exclusive/bell-is-developing-wearable-technology-it-claims-is-better-than-apple-watch-or-fitbit/?utm_source=Post_Media&utm_medium=Article_Widget&utm_campaign=Evergreen&utm_term=Bell+is+developing+wearable+technology+it+claims+is+better+than+Apple+Watch+or+Fitbit&utm_content=widget

Questions for discussion:

  • How is this technology different from the competition?
  • How can the technology be marketed through strategic alliances and partnerships?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Market Segmentation, Marketing Research, Services Marketing, Supply Chain.

Description: Dan Lewis, CEO of trucking logistics start-up Convoy, spent many years at Amazon before founding his own company. Among the biggest projects he worked on as Amazon’s general manager of new shopping experiences was helping to build an online ratings and reviews model. It was a big problem from the online retail giant in its early days.

Source: CNBC.com – video report

Date: Nov 19, 2019

Link: https://www.cnbc.com/2019/11/17/former-amazon-customer-review-tech-leaders-5-star-success-lesson.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What is the guiding philosophy behind Convoy?
  • How is the business model disrupting the operations of the trucking industry?
  • How important is productivity in this industry?
  • Do you think investors will be well rewarded or are there simply too many small trucking firms to make Convoy a long-term success?

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

Description: The niche is comfortable, but it can become an enemy to an entrepreneur’s ambitions.

Source: Entrepreneur.com

Date: Nov 11, 2019

Link: https://www.entrepreneur.com/article/339399?utm_source=newsletter&utm_medium=email

Questions for discussion:

  • What are the advantages and disadvantages to remaining a niche business, according to the article?
  • How can niche businesses develop and grow into a broader marketplace?
  • What are your thoughts on the advice presented?

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

Description: Amazon will earn almost $10 billion in US net digital ad revenues this year, we estimate. That’s an increase of more than 33% over 2018.

Source: eMarketer.com

Date: Nov 04, 2019

Link: https://www.emarketer.com/content/amazon-approaches-10-billion-in-us-net-digital-ad-revenues-this-year?ecid=NL1009

Questions for discussion:

  • Why is search-based advertising growing in popularity?
  • Summarize the key reasons for Amazon’s growth in digital ad revenue.

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

Description: LISBON, Portugal — Before Andy Mooney took the reins at guitar maker Fender, he was an executive at two other companies — Nike and Disney. And it was during his time at Disney that he met iconic entrepreneur Steve Jobs.

Source: CNBC.com

Date: Nov 08, 2019

Link: https://www.cnbc.com/2019/11/08/fenders-ceo-learned-this-product-lesson-from-steve-jobs.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What does the article say about brand equity and how to build more of it?
  • What other important lessons are presented to marketers?

Posted by & filed under Ethics, Product Brands and Branding.

Description: Marketing expert on the fallout from the hockey icon’s firing and SportsNet’s options moving forward

Source: FinancialPost.com – video report

Date: Nov 13, 2019

Link: https://business.financialpost.com/news/retail-marketing/big-sendoff-for-don-cherry-best-end-to-story-thats-dividing-our-country-tony-chapman?video_autoplay=true

Questions for discussion:

  • Do you agree with Tony Chapman’s assessment and recommendations for mitigating the damage done to the sport and the brands involved?
  • What would you advise?

Posted by & filed under Ethics, Global Marketing.

Description: Though TikTok has become a craze among some younger Americans over the past year, recent headlines about a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.

Source: eMarketer.com

Date: Nov 12, 2019

Link: https://www.emarketer.com/content/how-marketers-are-responding-to-recent-tiktok-headlines?ecid=NL1001

Questions for discussion:

  • What are the concerns for users, marketers and investors, as described in this article?
  • Do you think they are well founded?