Why White Castle isn’t a fast-food giant

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

Description: If you’ve ever eaten a hamburger at a fast-food restaurant, White Castle deserves at least some of the credit. The Columbus, Ohio-based chain is famous for its cheap, small burgers. It’s also widely regarded as the first fast-food hamburger chain in the United States.

Source: CNBC.com – video report

Date: Nov 19, 2019

Link: https://www.cnbc.com/2019/11/19/why-white-castle-is-losing-to-mcdonalds-and-burger-king.html

Questions for discussion:

  • Summarize the history of the firm.
  • How is the White Castle brand unique?
  • Why isn’t White Castle a fast-food giant?
  • Prepare a sketch of a future plan for White Castle?

Will Anyone Buy Elon Musk’s New Pickup?

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?

Inside Home Depot’s efforts to stop a growing theft problem at its stores

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?

Motor Mouth: The hypocrisy of armchair environmentalism

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?

Bell is developing wearable technology it claims is better than Apple Watch or Fitbit

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?

Former Amazon executive on the 5-star success lesson he learned from online giant’s customer ratings

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?

Understanding the Concept of ‘Niching Down’ for Budding Entrepreneurs

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?

Amazon Approaches $10 Billion in US Net Digital Ad Revenues This Year

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.

Fender’s CEO learned this key lesson in product development from Steve Jobs

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?

Big sendoff for Don Cherry best end to story that’s dividing our country: Tony Chapman

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?