The Ethics of Skin Whitening Products
Skin whitening products are used to lighten people’s skin color. Some of us white folks in the United States may be unaware of the widespread…
Chapter 04
Brands That Never Raise Prices
In today’s inflationary economy, there are lots of stories about companies raising prices. Yet today, there are a few brands that vow to hold prices…
Video: Burberry Open Spaces Film
Burberry Open Spaces Film (2:24). Pure unadulterated fun – I guess that is the positioning (Chapter 4 and maybe Chapter 13 – promotion objectives) that…
Toy Companies Find the Adult Active Play Market
Readers of Essentials of Marketing will recall our Chapter 4 case opener on Lego. We use this case to introduce segmentation and targeting, talking about…
- #M4BW | Chapter 01 | Chapter 03 | Chapter 04 | Chapter 19 | Social responsibility | Video
Video: #M4BW Dove Does it Again
Toxic Influence: A Dove Film – Dove Self-Esteem Project https://youtu.be/sF3iRZtkyAQ (3:48). Good tie-ins with Chapters 1 (#M4BW), 3 (mission statement), 4 (positioning) and C19 (#M4BW)….
All the Super Bowl 22 Ads…
What did you think of the Super Bowl? No, not the game — we teach marketing, we watch the ads. I find it fun to…
Why do some brands discourage customers from buying more of them?
This is a fascinating trend. I first noticed this with Patagonia. The clothing brand that encourages people to keep their clothes longer (recall the “Don’t…
Schwinn Partners with Good Co. Bike Club to Promote Cycling in the Black Community
Soon after the pandemic hit New York, Brooklyn cyclist Drew Bennett posted on his Instagram Stories that he was going on a bike ride and…
- #M4BW | Chapter 01 | Chapter 04 | Chapter 13 | Chapter 16 | Chapter 19 | Promotion | Segmentation | Viral campaign
Nike: Can you be an athlete?
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…
