[UPDATED 7-3-17] “What’s Now?” It’s one of the new features in Essentials of Marketing 15e

June 10, 2016 by joe 13 Comments

A year ago, in spring 2016, we introduced the 15th edition’s What’s Now? feature. We promised that twice a year we would update with recent blog posts tied to each chapter. We have just posted the latest round of posts. Enjoy!  If you are interested in previous posts, just click the appropriate “Category” on the right. One of the challenges we face with writing a marketing textbook is offering students the most current examples. A link at the end of each chapter sends readers to a web page that introduces them to a new example relevant to that chapter. What’s Now? links are updated every  [Continue Reading …]

Filed Under: What's Now?

What’s Now? (Fall 17) Chapter 19 – “When Your Stuff Spies on You”

July 3, 2017 by joe 3 Comments

As the Internet of Things and artificial intelligence are more commonly baked into products we buy, more and more companies are “spying” on their customers. The companies use the data to learn more about customers and sometimes to provide a more personalized user experience. Not everyone likes this idea as you can see in the video below. Watch the video and read the article, “ When Your Stuff Spies on You ” (Fortune, May 23, 2017), to learn about how some unhappy customers are fighting back. Is this unethical? What are the responsibilities of companies that spy on customers through their products? Most “inform” customers about  [Continue Reading …]

Filed Under: Chapter 19, Ethics, What's Now? Tagged With: Privacy

What’s Now? (Fall 17) Chapter 18 – Will Amazon Change How Whole Foods Sets Prices?

July 3, 2017 by joe 1 Comment

One of the potential benefits to Amazon’s proposed purchase of Whole Foods is that the online giant might bring its expertise in data analytics and pricing: “Amazon’s wide-ranging data collection and sophisticated analysis helps it set prices and decide what offers to present to different customers” (from “ Amazon-Whole Foods tie-up could speed grocery transformatio n,” ABC News, June 19, 2017). Read this article and note the implications for Whole Foods pricing. What kind of pricing strategies could Amazon bring to the grocery market?  In what other ways could Amazon leverage its online expertise at Whole Foods?

Filed Under: Chapter 18, Price, What's Now?

What’s Now? (Fall 17) Chapter 17 – Dynamic Pricing is Coming to a Supermarket Near You

July 3, 2017 by joe 2 Comments

Chapter 17 introduces the concept of dynamic pricing – prices that change according to the level of demand, the type of customer, or the state of the weather. This article, “ Surge pricing comes to the supermarket ,” (The Guardian, June 4, 2017), describes how supermarkets may soon use dynamic pricing—even for everyday products like bread and milk. A version of this currently occurs with coupons and personal coupons (where different coupons are sent to different customers). Read this article to see where this is going. What do you think of dynamic pricing that is described in this article? It is fair? Is it  [Continue Reading …]

Filed Under: Chapter 17, Price, What's Now?

What’s Now? (Fall 17) Chapter 16 – How Taco Bell uses social media

July 3, 2017 by joe Leave a Comment

Taco Bell is one of the more creative companies on social media. This article, “ How Taco Bell stokes the flames of fan love ,” (The Drum, June 15, 2017) describes some of the fast food (or QSR – quick-serve restaurant) restaurant’s efforts—including the video below. Based on reading this article and seeing some examples of Taco Bell’s promotions on social media, what do you think are Taco Bell’s promotion objectives with its social media campaigns? Offer specific examples to support your points.  

Filed Under: Chapter 16, Promotion, Social media, What's Now?

What’s Now? (Fall 17) Chapter 15 – Advertising on Snapchat

July 3, 2017 by joe 1 Comment

Online advertising is dominated by Google and Facebook, accounting for more than 70% of all online advertising. Snapchat hopes to get a bigger piece of that pie. This blog post “ How to Optimize Snapchat Ads ,” (Taktical.co, June 5, 2017) describes the potential opportunities and offers a few examples of brands that have successfully advertised on Snapchat. What are some advantages and disadvantages to Snapchat as compared to traditional media (consider television and radio)? What are some advantages and disadvantages to Snapchat as compared to other social media (consider Twitter and Facebook)?

Filed Under: Advertising, Chapter 15, Social media, What's Now?

What’s Now? (Fall 17) Chapter 14 – Intelligent Agents Deliver Customer Service

July 3, 2017 by joe 1 Comment

In Chapter 14, we introduce the idea of digital self-service (see Exhibit 14-3 and the related discussion). As artificial intelligence (AI) advances, more companies are using AI and intelligent agents to deliver on-demand customer service. You can learn more by reading “ 8 FAQs About Artificial Intelligence and Customer Service ,” (Customer Think, December 17, 2016). How could a cell phone carrier (like Verizon or Sprint) utilize the technology discussed in this article? How could a bank? Do you think this service is more effective than using real human beings?

Filed Under: Chapter 14, Customer service, Promotion, What's Now?

What’s Now? (Fall 17) Chapter 13 – KFC’s Integrated Marketing Communications Campaign Introduces the Zinger Sandwich

July 3, 2017 by joe Leave a Comment

Chapter 13 introduces the concept of integrated marketing communications, “the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.” In launching its new Zinger sandwich, KFC sought to create a campaign around the Zinger 1 Space Mission. Read and watch elements of the campaign here: “ KFC #SpaceSandwich: Zinger’s So Out of This World It’s Going to Space ,” (branchannel, June 14, 2017). Then check out KFC social media channels to learn more. Choose three specific elements of this campaign (ad, video, Tweet, Facebook post, etc.). For each, indicate what you believe is KFC’s promotion objective.

Filed Under: Chapter 13, Promotion, What's Now? Tagged With: Integrated marketing communications

What’s Now? (Fall 17) Chapter 12 – Is This the End of Physical Retailing?

July 3, 2017 by joe 2 Comments

There is no denying that many retailers and shopping malls are struggling ( cnbc.com , June 2, 2017). Already this year, RadioShack, Gymboree, and Payless ShoeSource (all in bankruptcy) have closed or announced plans to close more than 1700 stores. Is this the end of retailing as we know it? This Fortune article argues that the, “ The Death of Retail Is Greatly Exaggerated ,” (June 9) and points to several brick-and-mortar retailers that are thriving. For two other success stories, see “ Is brick and mortar shopping dead? ” (CNN.com, May 19, 2017). Why are some retailers doing very well while shopping malls and other retailers are having a hard time? Is it the market? The product they are selling?  [Continue Reading …]

Filed Under: Chapter 12, Place, Retailing, What's Now?

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