“H-P Wields Its Clout to Undercut PC Rivals,” The Wall Street Journal, September 25, 2009. This relatively short article shows how a large PC manufacturer (HP) and a large mass-merchandiser (Wal-Mart) use their power to pressure suppliers to lower costs and deliver lower prices to consumers. Great example of the channel captain concept we bring up in the first Place chapter in our books.
“A Clip-and-Save Renaissance,” The New York Times, September 23, 2009. There are lots of stories about how increasingly frugal consumers are responding to the current economic downturn. Coupon redemption has declined since its peak in 1992, but in 2008 and 2009 that trend seems to be reversing. The article offers examples that could be used in discussions of consumer behavior, the economic environment, segmentation, and pricing.
This video “Exotic Car Rentals Rev Up,” (3:05 at CNN.com, September 9, 2009) describes a new business, Gotham Dream Cars, which rents high-end and exotic sports cars in New York and Miami. It hopes to eventually go national. The short video could prompt a discussion of targeting, product, and price. Will the company will be successful? What cities should Gotham Dream Cars target?
This short (2:47) video, “Doggy Day Care Beats Recession,” from CNN.com (July 23, 2009), provides a nice supplment to one of the great new videos in our books’ video package. I really like “Targeting the Premium Dog Market: Cashing in on ‘Doggy’ Love” – and students can relate to it as well. This provides a confirmation or shorter alternative and addresses issues of consumer behavior, product (service) design, and pricing.