learnthe4ps.com - For students of marketing.

Have you ever been to a website, looked at some product — and then had that product follow you around the Internet.  Well, some companies notice that you were shopping for those red pumps or new truck.  So they put a “cookie” on your computer and soon ads for those products can follow you around the web.  This article, “Retargeting Ads Follow Surfers to Other Sites” (New York Times, August 29, 2010) describes the phenomena.

What do you think?  Is this too creepy?  Should there be a “do not track” list — just like the “do not call” list for telemarketers?

This article “The iPad Leads Apple to the Elderly” (describes how the ease of use of the iPad appeals to the elderly.  The examples are mostly from Japan — where a fast growing elderly population make it a prime target market.  The examples here work when talking about opportunities (chapter 2 in our books), demographic trends or market segmentation.

What else could Apple do to make the iPad more appealing to this target market?  Think about all 4 Ps.

Inc. Magazine writes primarily for entrepreneurs and small business people.  Their articles offer practical advice.  When you develop a personal marketing plan — a marketing plan to help you get the job you really want — you will learn that networks are the best source of job leads.  Think about the ideas here in that context when you read “How to Network to Increase Sales” (August 27, 2010).

This Wall Street Journal article, “Luring Shoppers to Stores” (August 26, 2010 – non-WSJ subscribers may have to click here and choose the WSJ.com link) and video (see below) describe how retailers are leveraging technology to try to get customers in their stores.  The video is short.

These are examples of how retailers are taking advantage of trends in the external market environment (technological — see chapter 3).  With falling prices on many types of technology, the cost to get into this form of promotion is falling fast.

What about you?  Have you seen any examples of this type of technology in retail stores?  How does it influence your shopping behavior?

You might find this post “Six Keys to Being Excellent at Anything” over at the Harvard Business Review blog (August 24, 2010) to be thought provoking as you enter a new semester.  Author and and CEO of the Energy Project, Tony Swartz has long been interested in helping people work more effectively and efficiently.  Learning some of these skills can be a big boost to your college and post-college career.  So while it is not exactly marketing — I think it might help you develop a better personal marketing plan.

I enjoy listening to the podcast by The Ethicist - Randy Cohen at the New York Times.  This Q&A involves reader questions about the ethics of a particular situation and Cohen’s answer (often quite witty) follows.

This question comes from an employee who works at a company developing iPhone apps — who is asked to post favorable reviews of all new apps from his employer – “Impersonating a Reviewer” (New York Times, The Ethicist, July 30, 2010).

Obviously “The Ethicist” finds this action to be unethical.  But what if the app producer’s major competitor does the same thing.  Does that make it more ethical?  What if this is a widely known practice among app developers?  Does that make it o.k.?   Are there circumstances which might make this behavior ethical in your mind?

Click on the title above to make your own comments.

Part of the reason for this blog is to fill in the gaps with new marketing practices that have occurred since we wrote the latest edition of our book.  Facebook keeps trying new things — and the “Like” button is the latest.   This short (3:57) video from the Wall Street Journal explains how the “Like” button is working. While many firms are jumping into the fray, it is not clear if Facebook pages deliver results.  What do you think about the “Like” button?  Do you use it?  When you see friends have indicated they like a book, movie, or brand — does that have a favorable impression on you?

The Center for Science in the Public Interest has brought a class action lawsuit against Coca Cola.  CSPI claims that Vitaminwater’s health claims violate FDA guidelines.  Each 20 oz bottle of Vitaminwater contains 33 grams of sugar and 125 calories.  Vitaminwater’s health claims may violate the FDA’s jelly bean policy — where you can’t claim that a jelly bean is healthy because is has no cholesterol.  See “Is Vitaminwater Really a Healthy Drink?” in Time (July 30, 2010).

What do you think?  If not legal, is it ethical for Coca-Cola to make the health claims it makes?  Every consumer for themselves?  Or should the government be protecting consumers from this type of promotion?

If the “Get a Mac” campaign is winding down, you may want to review it.  Over at AdWeek’s AdFreak.com you can see all 66 (as of this writing) TV spots at “Apple and TBWA’s ‘Get a Mac:  The Complete Campaign.”  The campaign started in May 2006.  Here is one of the earliest ads in the series from October 2006.

The depressed economy has American consumer behavior acting in a strange way.  As a group they have cut back on purchases, but still stand in line to buy the new iPhone and buy their $3 latte at Starbucks. Many malls are still busy.  What is happening?   This story — the cover story in the latest issue of Bloomberg Businessweek, attempts to get to the better understand this schizophrenic consumer behavior.  See “The New Abnormal,” (July 29, 2010).