Smartphones revolutionized the world and it wasn’t long after the first smartphone was released that everyone wanted one of their own. For years, smartphone manufacturers…
It was hard to miss the story of Mylan’s pricing of the EpiPen as it played across the business news cycle for a couple of weeks in…
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…
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…
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…
The razor/blade business model has powered many profitable companies — from Gillette to Kodak to HP — all have taken little to no profit on…
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 — which means setting prices that will capture some of what customers will save by substituting the firm’s product for the…
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…