What’s Now? Chapter 18 – Consumers Willing to Pay More for Products Boasting Fair Trade Logo
A research study at the Universität Bonn (Germany) found that consumers are willing to pay more for products that include the Fair Trade logo (see…
Price
Chapter 17 | Ethics | Price | What's Now?
What’s Now? Chapter 17 – Should Uber end its “surge pricing”?
In chapter 17 we discuss dynamic pricing — when prices change “according to the level of demand, the type of customer, or the state of the weather.” Uber…
Orlando Magic Use Analytics to Increase Revenue and Profits
Marketing analytics is one of the hottest topics facing today’s marketing manager. For a contemporary example, you might show this video to your class. The video is…
Keurig’s Efforts to Lock-In Customers Backfire
The razor/blade business model has powered many profitable companies — from Gillette to Kodak to HP — all have taken little to no profit on…
Caterpillar Uses Viral Video in “Built for It” Campaign
Many of the most creative campaigns are for consumer brands — so I really enjoy seeing a B2B brand do something creative. Caterpillar (the high…
Value In Use Pricing, Ethics and 42 Days
“Value in use pricing — which means setting prices that will capture some of what customers will save by substituting the firm’s product for the…
Why prices fall
Some products typically get more expensive over time (think food, college tuition, healthcare). Other products exhibit falling prices. Technology markets often exhibit declining prices (and often…