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

Description: Criticism of Russia has become a common feature of advertisements and the marketing industry.

Source: NYTimes.com

Date: Mar 05, 2022

Link: https://www.nytimes.com/2022/03/05/business/media/ukraine-advertising.html

Questions for discussion:

  • What does the report say about the way advertising is penetrating digital barriers?
  • In general, do you think there is any potential problem with advertisers taking a political position in this way?

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

Description: TikTok is again cranking up the maximum length of videos users can upload to the platform — more than tripling it, to 10 minutes.

Source: Variety.com

Date: Feb 28, 2022

Link: https://variety.com/2022/digital/news/tiktok-maximum-video-length-10-minutes-1235191773/

Questions for discussion:

  • What does this change mean for the TikTok brand and its users?
  • Do you think TikTok risks becoming no different than all other video sharing platforms?
  • Does it matter if a video has a TikTok posting rather than another brand?

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

Description: Women launched a ton of businesses during the pandemic, but they still face challenges that men don’t. The social media giant has launched an e-learning platform to help these entrepreneurs get ahead

Source: INC.com

Date: Mar 02, 2022

Link: https://www.inc.com/rebecca-deczynski/international-womens-month-meta-women-led-small-business.html

Questions for discussion:

  • What are the benefits that accrue to Meta brand for providing these services?
  • How does this strategy help marketing at Meta?
  • Do you think this approach works to the firm’s benefit?
  • What else could Meta do to encourage relationships with this business segment?

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

Description: Shopify Inc. says it has taken down the vast majority of content that five textbook publishers say is pirated and infringes on their trademarks.

Source: BNNBloomberg. Ca – video report

Date: Mar 04, 2022

Link: https://www.bnnbloomberg.ca/shopify-says-it-has-removed-most-pirated-content-publishers-are-suing-it-for-hosting-1.1732597

Questions for discussion:

  • What are the problems facing Shopify?
  • What damage do you think is done to the company’s brand as a result of this litigation?
  • What would you advise the firm to do?

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

Description: Warren Buffett’s recent success from his massive Apple bet is spurring comparisons with the legend’s greatest investment of all time — Coca-Cola.

Source: CNBC.com – video report

Date: Mar 03, 2022

Link: https://www.cnbc.com/2022/03/03/for-warren-buffett-apple-is-his-new-cola-cola-as-the-investing-icon-reaps-100-billion-in-six-years.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What do you believe draws Warren Buffet to Apple?
  • What are the commonalities between Apple and Coca Cola?
  • What does this decision say to investors and marketers?

 

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

Description: Silicon Valley’s tech giants are joining the rest of the business world in pulling their products and services from Russia. Companies like Apple (AAPL) have cut ties to the Russian market entirely to protest the invasion of Ukraine, while firms like YouTube (GOOG, GOOGL) , Meta (FB), and Microsoft (MSFT) are limiting the availability of Russian propaganda networks like RT and Sputnik in Europe.

Source: Yahoo.finance.com – video report

Date: Mar 03, 2022

Link: https://finance.yahoo.com/news/how-tech-companies-benefit-from-taking-on-russia-204734487.html

Questions for discussion:

  • What does the article say about why these firms are joining the stand against continuing normal business with Russia?
  • What are the risks involved for consumer brands?
  • Do believe these strategies are correct?
  • What would you advise businesses do under these circumstances?

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

Description: The trend: A number of retailers, including Amazon, Nordstrom, and Target, have used Black History Month to highlight their efforts to increase the number of products produced by Black-owned brands and products on their shelves.

Source: eMarketer.com

Date: Feb 24, 2022

Link: https://www.emarketer.com/content/black-history-month-offers-retailers-opportunity-meet-unmet-demand

Questions for discussion:

  • What does the report say about the opportunities available to businesses?
  • How would you advise companies to approach this area of strategic thinking?

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

Description: It’s not part of Marketing 101, but the next uptick in your firm’s sales could be in the days after its earnings announcement. In the 10 days after an earnings announcement, publicly held firms see an average increase of 1.1% in consumer footfalls at their brick-and-mortar stores and in online sales, according to a recent research paper by Wharton accounting professor Christina Zhu along with Stanford University accounting professor Suzie Nohand MIT Sloan School professor of management and accounting Eric C. So.

Source: knowledge.wharton.upenn.edu

Date: Feb 21, 2022

Link: https://knowledge.wharton.upenn.edu/article/financial-reporting-affects-consumers/

Questions for discussion:

  • What does the report say about the way financial publicity affects and shapes consumer behavior?
  • What are the explanations presented?
  • What else might explain this behavior?
  • How should marketers use this insight?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: When Teri Johnson, founder of the Harlem Candle Co., realized how serious the Covid-19 shutdown was going to be, she ordered as much inventory as she could. The Harlem resident founded the company in 2014 and personally designs each candle to honor and capture the essence of neighborhood icons such as Langston Hughes, James Baldwin, Billie Holiday and Duke Ellington.

Source: CNBC.com – video report

Date: Feb 24, 2022

Link: https://www.cnbc.com/2022/02/24/this-nyc-candle-business-switched-to-selling-online-during-covid-19.html

Questions for discussion:

  • What is the brand identity promoted by the company?
  • What is the value proposition to buyers?
  • What other products do you think would appeal to the same customer?
  • How important is Teri Johnson as the “face” of the brand?

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

Description: Wendy’s is getting into the breakfast game in Canada, launching a new morning menu as the company tries to increase sales, boost traffic and compete with the likes of McDonald’s and Tim Hortons.

Source: Yahoo.Finance.com

Date: Feb 23, 2022

Link: https://ca.finance.yahoo.com/news/wendys-launch-breakfast-canada-continues-expand-132257516.html

Questions for discussion:

  • What do you think of the reset for breakfast at Wendy’s?
  • Do you think a “Canadian” coffee blend will prove to be especially important?
  • What else would you advise the firm do to compete better?