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 …]
This article at Bloomberg, “ The Inventor of Customer Satisfaction Surveys Is Sick of Them, Too, ” describes challenges to measuring customer satisfaction using surveys. This article raises questions about “Interpreting the Data” – which is step 4 in our Five-Step Scientific Approach to the Marketing Research Process. Look through that section of chapter 7. Which of the bold key terms in that section relate to the problems discussed in this article? For a business that really wants to assess customer satisfaction, what could be done to minimize the issues raised in the article?
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 …]
This article in Wired magazine highlights “ The Most Innovative Objects of 2016 (That You’ll Actually Want to Use) ” (December 28, 2016). Look through and read this list of innovative new products. In the “New-Product Planning,” section of chapter 9, we define three categories of new products: continuous innovations, dynamically continuous innovations, and discontinuous innovations. Categorize each of the “Most Innovative Products” in the Wired article using one of these three categories. If necessary, click through to learn more about each. Explain the logic for your classification of each.
More consumer products companies are turning to direct channels of distribution. When Nike’s new (self-lacing) HyperAdapt sneakers were only available through direct channels at launch. Chapter 10 discusses some of the logic for choosing direct and indirect channels. As you read this article, “ Nike’s HyperAdapt DTC Sales Part of Rising ‘See Now, Buy Now’ Trend ” (brandchannel, December 5, 2016) consider the logic for Nike and other brands discussed. The video below features an interview with some of the innovators behind the Nike HyperAdapt auto-lacing shoes. Why did Nike sell HyperAdapt through direct channels of distribution? Do you think this is a good idea or not? Why or why not?
Amazon appears to be interested in doing “last mile” logistics. “Last mile” refers to delivery from a final warehouse or distribution center to a customer’s door. Right now, Amazon relies mostly on UPS, FedEx, and the U.S. Postal Service to perform this part of the logistics function. Now Amazon appears to be threatening to take over the last mile as well. You can read more about this in “ Amazon Will Deliver Their Own Packages – Revolution At The Delivery Door, ” (Forbes, September 29, 2016). Considering what you learn in chapter 11 and in this article, what are likely the main reasons for Amazon to be considering this delivery [Continue Reading …]
For the last couple of decades, retailers have been experimenting with technology to address the part of grocery shopping consumers hate most – checkout! This USA Today article, “ Can Amazon Fix the Grocery Game? ” (December 8, 2016) provides a quick overview of six technology solutions that have been or will be used soon – from self-checkout to smart appliances. Do you think the new Amazon Go checkout system will revolutionize the grocery business? Which of the other solutions show the greatest promise? What criteria should be used to evaluate this type of technology?
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 …]