How H-E-B Conquered Texas: Lessons from Localizing
I haven’t personally shopped at H-E-B, but I have heard and read many great things. This article provides a great example and case study, highlighting…
Segmentation
Advertising | Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 12 | Chapter 15 | Chapter 19 | Competition | Consumer behavior | Diversity equity and inclusion | Legal | Positioning | Promotion | Segmentation | Video
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…
#M4BW | Chapter 01 | Chapter 04 | Chapter 13 | Chapter 16 | Chapter 19 | Promotion | Segmentation | Viral campaign
Nike: Can you be an athlete?
Nike shows support for mothers in this recent video. In time for Mother’s Day. This video offers can be integrated into and foster discussion on…
Marketing Exclusivity and Status
Luxury goods can facilitate good discussions when talking about consumers and their buying behavior. If you’re looking for a current topic to use when talking…
Chapter 04 | Chapter 09 | Chapter 13 | New-product development | Product | Product life cycle | Segmentation
Promoting differentiation in a mature market
Bloomberg’s short article/interview entitled “A Folding Bike Helmet That Looks Good and Still Shields Your Brain” shows inventors can still find room to innovate, even…
Chapter 09 | Chapter 10 | Chapter 17 | Chapter 19 | Ethics | Place | Price | Product | Promotion | Segmentation
EpiPen Pricing Offers Opportunity to Explore Strategy and Ethics
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…
What’s Now? Chapter 5 – Millennials Consume Health Care Services Different from Previous Generations
According to “Here’s how millennials could change health care” (USA Today, February 7, 2016) the health care needs of millennials differ from those of the…
What’s Now? Chapter 4 – Luxury Goods and Service Providers Target the Wealthiest
Demographic data supports the notion that the rich keep getting richer; the top 1% of American households controlling more than 40% of the country’s wealth….
Why “location” matters to advertisers
Marketing managers like to have as much information as possible about target customers. In this interview, the president of Blismedia describes how his company uses…