As we discuss in Chapter 5 of Essentials of Marketing, there are numerous factors that influence consumer buying behavior. Sometimes company image, specifically how company image ties to cultural norms can be an influence – either positive or negative. Papa Johns had to deal with this recently when their CEO admitted using a racial slur. The CEO was forced out of the company and is now attacking the company. Papa Johns has taken a great deal of criticism and has seen a decline in sales, in part due to this issue. In response, they put together an apology video. You can view the video on their Twitter page and read more about the situation here. What do your students think of their response to the situation? Was this the right approach? Would it have been better for them to ignore the criticism and instead put more emphasis on a different marketing campaign?
Brick-and-mortar retailers like Target, Wal-Mart, and Best Buy have been struggling to find ways to stay relevant in the new Amazon age. After trying to make incremental changes to stem losses, these retail giants are now realizing they have to make fundamental changes to their marketing and business strategies if they want to survive. CNN Money recently reviewed Target’s efforts, and results, in 
Luxury goods can facilitate good discussions when talking about consumers and their buying behavior. If you’re looking for a current topic to use when talking with your students, consider 