• Home
  • About
  • Archives
  • Our Book
  • Contact

Nike: Can you be an athlete?

April 7, 2021 by Joe Cannon Leave a Comment

Nike shows support for mothers in this recent video. In time for Mother’s Day. This video offers can be integrated into and foster discussion on many different topics including:

  • Marketing for a Better World (Chapters 1 and 19 in Essentials of Marketing)
  • Segmentation and targeting (Chapter 4)
  • Promotion and owned media (Chapters 13 and 16)

Filed Under: #M4BW, Chapter 01, Chapter 04, Chapter 13, Chapter 16, Chapter 19, Promotion, Segmentation, Viral campaign

Volkswagen to celebrate transition to e-vehicles, change company name to Voltswagen…

April 1, 2021 by Joe Cannon Leave a Comment

April Fools!

While Volkswagen plans for at least 60 percent of its sales in Europe to be hybrid or EV by 2030, they are not there yet. Nor are they among the most committed to such a conversion.

Still, the company’s marketing group thought an April Fools’ joke announcement of a name change to Voltswagen might be fun. Unfortunately, it looks like a draft of the joke press release went out a few days early. Then the final “joke” went out two days before April 1. Read more about what happened in “Volkswagen of America said its name was changing. Now it admits it was just a disaster of an April Fool’s stunt.“

Filed Under: Chapter 15, Promotion, Publicity

A Couple of Examples of Companies Trying to Get Green (#M4BW)

March 4, 2021 by Joe Cannon Leave a Comment

Many companies are seeking ways to lower their carbon footprint. Some, just because they want to do the right thing. Others because they want to build a better reputation with millennials. Some for both reasons. Here are a couple of short articles from Fast Company, that provide some good examples you might use in your class.

The title of the first one gives the top level overview, “Coke’s newest bottle is made from paper“. Consumer throw away millions of plastic Coke bottles every year. Is this a practical and environmentally friendly solution?

As you probably know, eating a more plant based diet might not be healthier just for you — but also for the planet. So a company like Sweetgreen (a restaurant chain focused on salads) is already ahead of the game. It is leaning into that with other efforts to lower its emissions. Read more in “How Sweetgreen plans to cut its carbon footprint in half in the next 6 years.”

 

Filed Under: #M4BW, Chapter 08, Chapter 12, Consumer behavior, Sustainability

How the Pandemic is Changing Consumer Behavior…

March 2, 2021 by Joe Cannon Leave a Comment

Over the last year, many of us have had conversations with our students about how the pandemic might permanently change consumer behavior. While the short-run changes (greater sales of Peloton bikes, more home projects – go Home Depot, and lower sales at restaurants and movie theaters, and of course no indoor concerts) are interesting, I think the fun stuff is thinking about which changes will stick. I like to use this topic as a way to get my students thinking. So I ask them, “Which pandemic changes in consumer behavior are likely to stick?” I often use this as a small group activity so they can chat with classmates.

After soliciting their ideas – and of course asking them “why?” I like to share with them what some of the so-called experts think. This article at McKinsey.com “The great consumer shift: Ten charts that show how US shopping behavior is changing” has lots of good stuff to share with your students — and here is another article. You can cut and paste some of the charts (data is good) into your PowerPoints and either confirm or supplement they ideas they come up with.

Filed Under: Chapter 05, Chapter 10, Chapter 13, Consumer behavior

How Can Supply Chains Reduce Climate Change (#M4BW)

February 26, 2021 by Joe Cannon Leave a Comment

As regular readers of this blog know, the recently published 17th edition of Essentials of Marketing includes several examples each chapter of companies, brands, or practices that demonstrate “Marketing for a Better World” (#M4BW). Marketing managers are not always looking to do the right thing for society — but many are finding ways to increase profits and make for a better world. This article “Supply Chains as a Game-Changer in the Fight Against Climate Change” (BCG, January 26, 2021) includes lots of practical advice you might share with your students.

Filed Under: #M4BW, Chapter 10, Chapter 11, Place

  • 1
  • 2
  • 3
  • …
  • 202
  • Next Page »

Categories

  • #M4BW
  • Advertising
  • B2B
  • Chapter 01
  • Chapter 02
  • Chapter 03
  • Chapter 04
  • Chapter 05
  • Chapter 06
  • Chapter 07
  • Chapter 08
  • Chapter 09
  • Chapter 10
  • Chapter 11
  • Chapter 12
  • Chapter 13
  • Chapter 14
  • Chapter 15
  • Chapter 16
  • Chapter 17
  • Chapter 18
  • Chapter 19
  • Competition
  • Consumer behavior
  • Cross-functional
  • Customer service
  • Demographics
  • Ethics
  • External market environment
  • Flip Exercise
  • Integrated marketing communications
  • International
  • Legal
  • Logistics
  • Market research
  • Marketing strategy planning
  • New-product development
  • Place
  • Positioning
  • Price
  • Product
  • Product life cycle
  • Promotion
  • Publicity
  • Retailing
  • Segmentation
  • Selling and Sales Mgmt
  • Service
  • Social media
  • Social responsibility
  • Strategy planning
  • Sustainability
  • Teaching Technology Tips
  • Tips for Teaching
  • Tips for Technology
  • TV Commercial
  • Uncategorized
  • Video
  • Viral campaign
  • What's Now?
  • Word-of-mouth

Archives

  • April 2021
  • March 2021
  • February 2021
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019

Copyright © 2021 · Lifestyle Pro Theme on Genesis Framework · WordPress · Log in