“PC Makers Cultivate Buyers in Rural China,” The Wall Street Journal, September 24, 2009 [subscription required or google the article title]. This short article describes how PC makers have adapted their marketing mixes to better meet the needs of relatively low income rural Chinese.
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?
“Verizon ad – There’s a Map for That – HD version,” (0:31) YouTube.com. Most of our students have cell phones – and this is a market they tune into. Of course Apple has its “There’s an App for that” campaign to promote the applications available for iPhone users. AT&T, the exclusive carrier for the iPhone, has been criticized of late for its poor network – which happens to be one of Verizon’s strengths. This ad provides a current example of competitive advertising.
UPDATE (11-3-09) – AT&T sues Verizon for the ad.
UPDATE (11-19) — Maybe that lawsuit was not such a good idea. “AT&T’s Verizon Lawsuit Gives ‘Map for That’ Ad New Life,” AdAge.com, November 19, 2009
UPDATE (11-19) — “AT&T Loses First Legal Battle,” at Slashdot.com
Teaching Tip: Do you want to add online videos to your PowerPoint presentations? There are different ways to achieve this, but the following process is simple and effective. This technique requires an Internet connection in your classroom.
- Start by copying an image from the Internet (see other Teaching Tip in this newsletter). I often get the logo of the company in the video. You can also insert a PowerPoint shape.
- Then go to the website where the video you want to show is located. Double click on the web address so that the whole address is highlighted. Choose the “Ctrl” and “C” keys to copy the address.
- Go back to your PowerPoint and right click on the image. Choose the “Hyperlink” option.
- In the window that opens, click on the blank next to “Address:” and use “Ctrl V” to paste the address in.
- From Slide Show mode, you simply click on the image and the web page will open up (this might take a few seconds).
- You can then control the web page – perhaps choosing to show the video clip full screen if this is an option at the website.
- Warning: be sure to test this in your office – and on the computer you are using in class. You want to make sure that sound is working and the site loads properly.
“Instant Starbucks – What the Drinkers Say,” (1:42) The Wall Street Journal, September 29, 2009. This particular video at the Wall Street Journal website asks coffee drinkers to sample the new Starbucks instant coffee. This was a pretty hot topic for a week or so and you could certainly go to Google news to find an article with more background. This video can motivate a discussion of the new product and its implications for the Starbucks brand and sales.