Positioning

Fast Food’s Value Dilemma: Losing the Core Customer in the Pricing Battle
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Fast Food’s Value Dilemma: Losing the Core Customer in the Pricing Battle

Most of our students can relate to the fast food market–and some of the pricing and value issues these businesses are facing. This article from…

Luxury in the Age of Accessibility: Lessons on Modern Marketing from Birkin and Wirkin
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Luxury in the Age of Accessibility: Lessons on Modern Marketing from Birkin and Wirkin

The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…

Inflation’s Bite: What Rising Fast-Food Prices Teach Us About Consumer Perceptions and Behavior
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Inflation’s Bite: What Rising Fast-Food Prices Teach Us About Consumer Perceptions and Behavior

This article (originally posted at Fast Company) describes the ongoing challenge fast-food brands face as inflation drives menu prices higher, sparking a consumer pushback. Iconic…

Time’s Best Inventions of 2023…
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Time’s Best Inventions of 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…

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

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…