Chapter 04

Chapter 03 | Chapter 04 | Chapter 05 | Chapter 07 | Chapter 09 | Chapter 12 | Consumer behavior | External market environment | In-Class Activity | Market research | Marketing strategy planning | New-product development | Product | Retailing | Segmentation
Selling to People Who Aren’t Hungry: GLP-1s Hit Food and Apparel in Opposite Directions
September 28, 2026September 1, 2026
Inside a test kitchen in Omaha, Conagra executives huddled over plastic trays of microwaved eggs, potatoes and sausage, lifting packets of cheese sauce and pouring…
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Chapter 04 | Segmentation
Lego Keeps Going: Record First-Half Sales, Up 22 Percent
September 3, 2026September 1, 2026
Our Chapter 4 opener leaves Lego in a good place: a company that dug out of a $300 million loss in 2004 by getting serious…
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Chapter 04 | Chapter 08 | Chapter 09 | Competition | In-Class Activity | New-product development | Positioning | Product | Product life cycle | Segmentation | Service | Social media | Tips for Teaching | Video | Word-of-mouth
500 Straight Sellouts: The Savannah Bananas Built a Different Product for a Different Fan
August 31, 2026August 31, 2026
Dakota Albritton had not played baseball in two years when his mother signed him up for a tryout with a team he had never heard…
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Chapter 04 | Chapter 08 | Chapter 16 | Product | Promotion
Play-Doh Grows Up (Again) — A Segmentation Case Study
August 13, 2026August 4, 2026
Hasbro is taking another run at adult Play-Doh, and this time it’s betting on flowers instead of lattes (see “Hasbro’s ‘Aging Up’ Strategy Continues With…
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Artificial Intelligence | Chapter 02 | Chapter 04 | Chapter 12 | Marketing strategy planning | Place | Segmentation | Teaching Technology Tips | Tips for Teaching
Marketing MindWorks: Add Some Online Interactives to Your Marketing Course
August 6, 2026August 4, 2026
I have been vibecoding with Claude. What is vibe coding? It is a way to create software, websites, or apps using everday language that prompts…
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Artificial Intelligence | Chapter 03 | Chapter 04 | Chapter 07 | Chapter 13 | Chapter 16 | In-Class Activity
#AI4M Consumer AI as a Product-Market Battle: Gemini, ChatGPT, and the Future of Search
May 14, 2026May 13, 2026
Morning Consult is a marketing research firm and I am on its email list. A recent email (May 6, 2026), “Our Best Intel: Google Gemini,”…
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Chapter 04 | Chapter 16 | Chapter 17 | Chapter 18 | Ethics | In-Class Activity | Legal | Price
Three Pricing Stories Students Will Understand: Dynamic Airline Fares, Used EV Value, and Amazon’s Price-Fixing Allegations
May 11, 2026May 5, 2026
Price can feel like a dry topic, especially when it comes to determining the best price. But price has so many interesting angles, we just…
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Chapter 04 | Chapter 07 | Chapter 08 | Chapter 13 | In-Class Activity | Positioning | Product | Promotion
Beyond the Wrapper: Packaging as Protection, Promotion, and Product Enhancement
May 5, 2026May 5, 2026
The last decade has seen companies placing much more attention on the marketing opportunities of packaging. Consequently, its prominence in Essentials of Marketing has grown….
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Chapter 04 | Chapter 05 | Chapter 07 | Chapter 08 | Chapter 12 | Chapter 13 | Chapter 16 | In-Class Activity | Market research | Positioning | Product | Promotion | Uncategorized
Fast Food, Casual Dining, and Specialty Brands: A Classroom Example of Secondary Data
April 29, 2026April 29, 2026
Many of our students enjoy eating out, especially at fast food restaurants. Therefore, you can expec YouGov’s Best Bites 2026: U.S. Restaurant Brand Rankings to…
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