Hello loyal readers. As you probably noticed it has been a long time since our last post here at Teach the 4 Ps. Last spring the work involved in writing the 15th edition of Essentials of Marketing left me little time for blogging. Now the new edition is out and I am (almost) done with all the supplements. So I want to get back to sharing some ideas for teaching the introductory marketing class. Did you notice the new look? I did have time to work with a developer and update the look and feel of the blog. I have [Continue Reading …]
The question in this headline is an important one for marketing managers. Many companies like the “pass-along” strategy where customers share content with other customers. Recipients of the message are more likely to pay attention when it comes from a trusted source. Here at Teach the 4 Ps we have posted about what makes for viral content. And the just-published 15th edition of Essentials of Marketing includes a new What’s Next? box that discusses Jonah Berger’s STEPPS framework. This NPR story, “What Compels People To Share Certain Videos?” (February 1, 2016) references Berger but offers some additional ideas from Shifman As an in-class [Continue Reading …]
Marketing analytics is one of the hottest topics facing today’s marketing manager. For a contemporary example, you might show this video to your class. The video is a bit heavy handed in its promotion of SAS (hey they created the video) but it does show students how a sports team can utilize analytics. The best examples are around pricing tickets. Many of my students like sports, so it might help them pay more attention to this short (2:19) video. See video below.
The driverless car is a reality. This video might be fun to drop into a lecture on the external market environment — to stimulate a discussion of technology. What markets will the driverless car influence? How will it change law enforcement? What about bars and restaurants — which may have more demand as people can stay out and drink without having to drive home? There are predictions that driverless cars will have many fewer accidents? What are the implications for the automobile insurance industry? What about demand in hospital emergency rooms? These discussions will help students see the need to [Continue Reading …]
This video from SAS describes how UPS embraces analytics to optimize delivery performance. The video offers a way to demonstrate how analytics can lower a firm’s costs and improve performance. The video could be used when you cover analytics or distribution.