We’ve all heard the phrase “don’t judge a book by its cover.” It’s a lesson many of us were taught at a fairly young age. Well, in some cases, that lesson goes right out the […]
Category: Chapter 10 – Manage Pricing Decisions
McDonald’s Launches Its First Unbranded Marketing Campaign
McDonald’s ran a clever unbranded advertising campaign to promote a special offer on beverages.
Fast-Fashion Apparel Chains Feel Pressure to Move towards Sustainable Fashion
For many years, consumers have been into the fast-fashion trends of the clothing industry, in which apparel is cheap, trendy, and quickly replaceable. Fast-fashion companies that have thrived with this model, such as Zara, H&M, […]
How Traditional Marketing Principles Hold True in the Black Market: A Look at Stolen Health Care Records
Black market internet sites for stolen health care records employ a system in which buyers can rate sellers, similar to many mainstream customer-centric models such as Yelp’s. The value proposition for medical records is much greater than for credit card numbers, making medical records more expensive.
Thanksgiving, Black Friday and Cyber Monday: Marketing Trends Related to the Kickoff of the Holiday Shopping Season
As a student of marketing, Black Friday is one of the most interesting times of the year to examine. Historically, it has signaled the kickoff point for the holiday shopping season. On Black Friday retailers […]
Kohl’s Personalized Marketing Plans Driven by Big Data and Technology Show how Brick and Mortar Retailers can Borrow (and Perhaps Enhance) Strategies Used by Online Competitors
The competition between brick and mortar retailers and online retailers is well known. Online retailers such as Amazon and Zappos.com are able to offer consumers convenience, personalization, and in many cases lower costs. One of […]
Sega’s Move to Mobile Game Development and the Evolving Array of Business Models Available for Monetizing Video Games
The video game industry used to be relatively straightforward in terms of how its products were monetized. Either consumers purchased a game and owned it outright and everything that could be done within it was […]
The New Yorker’s Shifting Online Strategy: Engaging Readers and Finding Its Pricing “Sweet Spot”
(New Yorker Online Homepage, 7/14/14) A recent article in the New York Times discusses the New Yorker’s plans to alter its online strategy. The publication plans to redesign its website, both on the backend to […]
The “Showrooming” Effect
(Forbes, 2012) A recent article in AdAge revisits the concept of “showrooming” and its effect on brick and mortar retailers. For readers unfamiliar with this technologically-driven activity, picture the following scenario. You walk into your […]
Email Marketers Assess “Black Friday” Impact
Now that a little bit of the dust has settled from Black Friday and Cyber Monday, its appropriate to step back and ask, “How did everyone do?” Did consumers find value in the avalanche of […]
Marketing Management 