Category: Chapter 12 – Manage Marketing Channels, Logistics, and Supply Chain

Chapter 13 - Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4e
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Rewarding Loyalty

Fetch Rewards is a company that allows users to earn rewards back on their purchases from several companies, eliminating the need to participate in brand-specific rewards programs. In exchange for a partnership with Fetch Rewards, companies can gain access to certain user data. User data analytics allows companies to strategically target customers based on their purchasing habits and favorite rewards, among other usage metrics. Would you give up data on your spending preferences for appealing rewards and personalized advertisements from your favorite brands?

Chapter 7 - Segmentation, Target Marketing, and Positioning by marketingmanagement4e
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Quibi Quickly Bites the Dust

Just six months after launch, Quibi is calling it quits. The streaming service, whose name is derived from the phrase “quick bites,” was originally designed to fill smaller gaps of time, like waiting in line for a coffee or during your morning commute on the subway.[i] Just as the service launched, however, the coronavirus changed the everyday landscape of media consumption. This, combined with a number of other factors, led to service’s quick demise.

Chapter 7 - Segmentation, Target Marketing, and Positioning by marketingmanagement4e
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The Food Court of Healthcare

COVID-19 has brought a lot of pressure to the healthcare systems around the world, particularly on emergency services. However, this doesn’t mean that everyday ambulatory care ceases to exist. AdventHealth and Orlando Health have been in a tight race to provide top-tier medical services to the Greater Orlando area. One of the major current trends in healthcare is to create pavilions or health parks – one central location for patients to take care of all of their medical needs at once. The different approaches taken by the rival hospital systems in the Central Florida region illustrate two separate marketing tactics.

Chapter 3 - Elements of Marketing Strategy, Planning, and Competition by marketingmanagement4e
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Saving Lives: Your Watch is Smarter Than You Think

Wearable tech, such as smartwatches, Fitbits, and Oura rings, were already gaining traction as medical monitors even prior to the pandemic. When the pandemic bloomed across the globe, wearable tech as a medical monitor took on a new urgency. The US Navy wants to use wearable tech to monitor social distancing – and they’re not the only ones either; many companies have already launched systems incorporating wearable tech to aid with social distancing in the workplace.

Chapter 8 - Product Strategy and New Product Development by marketingmanagement4e
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The Value of a Value Chain

IKEA’s product line includes about 9,500 products, and each year they introduce about 200 new products to that line. So how do they do it? How do they provide quality home furnishings at an affordable price? The IKEA process has been a source of intrigue for business strategists for years. This is partially due to their transparency with their mission, vision, value chain, and democratic design.