One of the changes going on in organizational buying is the next generation of organizational buyers. Many of these new buyers are Millennials who are much more comfortable with technology, the Internet, and social media. In the textbook and in this “What’s Now?” series, we have often identified characteristics of the Millennial consumer. This article, “ 8 Keys to Selling to the Millennial B2B Buyer ” provides insights about how this new generation or organizational buyers might behave. Chapter six’s opening case scenario describes Metokote’s B2B relationship with its customer, John Deere. Considering what you learned in this article and chapter 6, suggest three ways that Metokote might operate [Continue Reading …]
In chapter 8 we introduce several concepts and ideas around branding. For example, we define brand equity as “the value of a brand’s overall strength in the market.” We follow that up with an example of Coca-Cola. In 2016, we see that Coca-Cola’s brand equity, as measured by Interbrand, has fallen since we wrote this in the textbook. As sales growth has slowed for the soft drink giant, it decided on a new brand strategy, which it described in a press release as follows: Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: [Continue Reading …]
About a year ago, B&G Foods bought the iconicGreen Giant brand of frozen vegetables from General Mills. As our chapter 2 “What’s Now?” post explained, the frozen vegetable category has been in decline for at least the last decade. B&G hopes to resurrect the brand and the category. The Green Giant ad below was typical of its promotion for much of the 1960s, 1970s, and 1980s. This brandchannel article, “ #TheGiantAwakens: Social Campaign Teases New Jolly Green Giant ” (December 7, 2016) highlights a YouTube video and Instagram posts as part of a contemporary update to the Green Giant. Go to YouTube and search “Jolly Green Giant tv ads” and view one of [Continue Reading …]
I have enjoyed the wit and wisdom of the marketoonist (AKA Tom Fishburne). In the two cartoon’s you see here (scroll down for second cartoon) along with his commentary, you can see how important it is for marketing managers to provide financial justifications for marketing investments. Unfortunately, this is not always easy for marketing managers to do — recall our coverage of measuring advertising effectiveness in chapter 15. Bonus Chapter 1 digs into the importance of sales analysis, performance analysis, and cost analysis — you can also review Appendix B to read about return on investment (ROI). Explain how three concepts from bonus chapter 1 tie into the [Continue Reading …]
When we were researching and writing chapter 16, Snapchat was a somewhat distant 6th place finisher in the social media race. Just one year later — which shows how fast this space is changing — Snapchat is a real player, especially when targeting Generation Z (those born since 1995). More importantly for marketing managers, Snapchat appears to have figured out an advertising strategy — while Twitter and Instagram continue to struggle in that area. Hubspot’s Marketing blog identifies “ 10 of the Best Brands on Snapchat Right Now (And Why They’re So Great) ” (April 27, 2016). This article is long – so read the first section and then choose to review 2 of the 10 [Continue Reading …]
This article from Harvard Business Review “ Great Salespeople Are Born, but Great Sales Forces Are Made ,” (May 20, 2016) describes the importance of 1) strategy, 2) organization, 3) talent, 4) execution, 5) support, and 6) improvement and adaptation in building a great sales force. Chapter 14’s coverage of strategy decisions discusses similar concepts to those mentioned in this article. Explain how each of the six concepts in the article relate to concepts from chapter 14.
While UK women participate in sports to a lesser degree than men, research shows that more women want to be active. So why aren’t they? This case study, “ Case study: How “This girl can’ got 1.6 million women exercising ,” (campaign, May 18, 2016) details the research and subsequent integrated marketing communications campaign that helped move many more British women from the couch to the pool, or court, or track, or… Chapter 13 discusses integrated marketing communications. Describe the different elements of this marketing communications campaign. What different promotion methods were used? Give examples of each.
Mary Meeker is one of the most well-known and well-respected tech gurus. Every year Meeker presents her highly anticipated “ Internet Trends Report .” While the 213 slide deck included all kinds of insights about the Internet (and you are encouraged to review it), part of the presentation was particularly critical of online advertising. As you know from chapter 15, advertisers are following people’s “attention” which has moved from TV to online and particularly to mobile devices. Yet advertisers are still struggling to figure out how to break through and grab customer’s attention. Read more about it in “ Mary Meeker is right – most online ads suck ” (recode, June 7, 2016). List three [Continue Reading …]