This interview with Nintendo of America President Reggie Fis-Aime has a lot of “talking head” to it, but covers interesting ground (“More Gamers Wanted,” CNN.com, October 6, 2009). It deals with a company and industry of interest to many students – and it discusses how Nintendo is cutting prices for the Wii in an attempt to increase sales to casual players. Wii is the opening case for chapter 4 – so the video could be shown with chapter 4 to provide an update. Or it could be discussed with Product as part of managing products through the life cycle–or with pricing as Nintendo does cut prices.
How racy do you want to be in your class? This CNN video clip (“’Save the Boobs’ ad too sexy?” 1:50, CNN.com, September 24, 2009.) discusses a television ad promoting breast cancer awareness. The ad has a strong sexist tone, but good intentions. Such a provocative ad also gets publicity – witness the attention given it by CNN and no doubt other media outlets. Do the ends justify the means? You can find the commercial without the CNN commentary on YouTube.
This Time article, “Can 7-Eleven Win Over Hong Kong Foodies?” Time, October 1, 2009, offers a nice example of how an American company that students recognize has adapted to the world market. Also, the photo in the article might be a nice one to add to a PowerPoint presentation or use as an example of global logistics or worldwide retailing.
This article, “McDonald’s, Burger King serve up premium gourmet burgers,” USA Today, (September 18, 2009) looks at a recent trend in the fast-food market – the growth of upscale burgers. Students can relate to the fast-food industry and will have their own examples, as well.
In this article, “America’s 10 Greenest Brands?” posted on GreenBiz.com on September 29, 2009, we read about a consumer survey that identifies what consumers feel are green brands.
Many of my students are interested in sustainability and making green purchase choices. This could be discussed in the context of sustainability, marketing research, or positioning. It could also be a fun example using “Clickers.” I created a question that asked “In a survey of U.S. consumers, which of the following brands was not listed among the U.S.’s 10 greenest brands?” [I had five options – including Disney which surprised me by being on the list – and added Method which was not one of the Top 10.] In addition, ideas from the article can be singled out for discussion. For example, 38% of Brazilian consumers show a willingness to spend a premium of 30% or more to buy green products.