Chapter 05

Time’s Best Inventions of 2023…

December 7, 2023October 27, 2023

Are you searching for some fun new examples to use in class? Innovation and new products are an important outcome of good marketing. The Time…

Chapter 05 | Chapter 08 | Chapter 17 | Chapter 18 | Price

What is going on with tipping these days?

December 4, 2023October 27, 2023

Have you been asked to tip in new situations? How do you handle it? I couldn’t believe it when the fast food restaurant asked for…

Inflation Drives Consumers to Retailers’ Dealer Brands

November 30, 2023October 27, 2023

This article in the New York Times (requires subscription, but I am thinking most faculty have access through subscription or their university) describes the growth…

How Modelo became the best-selling beer in the United States

November 20, 2023October 27, 2023

In our textbook, we stay away from references and images of alcohol. We know that some instructors prefer not to expose their students to any…

A Summary of the Food Meal Kit Market

November 16, 2023October 27, 2023

The meal kit industry is challenging. Since building this market in the late 2010s, Blue Apron has struggled to be profitable and was recently sold….

McDonald’s International Product Adaptation

November 13, 2023October 25, 2023

McAloo Tikki Burger anyone? Only in India. McSpaghetti? Only in the Philippines. McDonald’s has restaurants all around the world. It has learned to serve this…

Chapter 05 | Consumer behavior | Price | Retailing

Do You Understand the Logic of ‘Girl Math’ and ‘Boy Math’?

October 30, 2023October 27, 2023

Kids these days. Oh, am I sounding old already. But this story in the Wall Street Journal kind of surprised me (for another article on…

Apple Still a Master Storyteller

September 27, 2023September 27, 2023

Starting with Steve Jobs, Apple has always been masterful at telling stories to position its brands. In recent years Apple has sought to position its…

Deinfluencers – New on Me

August 11, 2023

Before seeing this CNN article, “Forget the influencers. Here come the ‘deinfluencers’” (June 11, 2023), I was unfamiliar with “deinfluencers.” Apparently this is a growing…