Chapter 13: Marketing - McGraw-Hill Introduction to Business

Dallas Takes on Bike-Share Companies

August 16, 2018

If you live in a large or mid-sized city, you’ve probably noticed a lot of brightly colored bicycles popping up on sidewalks throughout town. Whether they’re green bikes from Lime or Ofo’s yellow models, these two-wheeled vehicles are available to rent for as little as $1 per ride. Bike-share companies claim that this business model provides cities with a wealth of transportation options that both tourists and locals alike can easily access. For communities that have been absolutely flooded with Continue reading →

Texas, China, Regulation, Transportation, Ethics, Product Distribution, Bike-share, Dallas

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 15: Distribution, Bonus Chapter B: Technology and New Media, Uncategorized

Bayer Risks Its Reputation with Takeover of Monsanto

August 14, 2018

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In June, the German pharmaceutical giant Bayer paid $63 billion to acquire Monsanto, one of the biggest names in agricultural technology. The idea behind the deal was to merge Bayer’s pesticide business with Monsanto’s dominance in genetically modified crops to create the world’s largest seed and agrochemical company. Along with these valuable assets, however, Bayer also acquired a lot of legal baggage. Over the years, Monsanto has faced thousands of lawsuits from consumer and environmental advocates who claim that the Continue reading →

Marketing, Agriculture, Ethics, Mergers and Acquisitions, Bayer, Monsanto, Reputation, Branding, Legal

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 5: Forms of Business Ownership, Chapter 13: Marketing, Chapter 14: Product and Price, Bonus Chapter A: Business Law

Canada Dry Faces Lawsuit Over Lack of Ginger

August 10, 2018

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Over the last few years, many Americans have started to cut sugary drinks like soda out of their diets for health reasons. So instead of reaching for a Coke, these calorie-conscious consumers will opt for alternatives like bottled water or ginger ale. According to a recent lawsuit filed in New York, however, the latter isn’t that much better than soda if you’re drinking Canada Dry. Despite advertising on the label that it is “made with real ginger,” plaintiff Julie Fletcher Continue reading →

Promotions, Packaging, Legal, Marketing, False Advertising, Ethics, Canada Dry, Food & Drink

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter A: Business Law

Apple’s Market Cap Climbs Above $1 Trillion

August 9, 2018

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Last year, Apple sold more than 280 million iPhones, iPads, and Mac computers to customers around the world. And judging by the tech giant’s ever climbing stock price, the sales tally for 2018 appears to be going strong as well. In fact, last week the price of an Apple share climbed above $207. Besides being good news for investors, reaching this milestone meant that Apple became the first publicly traded company to achieve a market capitalization above $1 trillion.

To Continue reading →

Product Development, Technology, Innovation, Silicon Valley, Mobile, Apple, Market Capitalization

Chapter 1: Taking Risks and Making Profits, Chapter 2: Economics, Chapter 3: Globalization, Chapter 5: Forms of Business Ownership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 19: Securities Markets, Bonus Chapter B: Technology and New Media

MoviePass Changes Business Model after Heavy Losses

August 7, 2018

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At the beginning of the year, we looked at how MoviePass planned to disrupt the multiplex by allowing subscribers to see as many movies as they liked for just $9.95 per month. Since the company paid theaters directly for every ticket obtained by its members, critics wondered how long MoviePass could operate before it ran out of money. In fact, the company was losing $45 million a month as it tried to amass a large user base. These losses unnerved Continue reading →

Product Distribution, Movies, MoviePass, Promotions, Entertainment, Ethics, Pricing

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion

[VIDEO] How the Campbell Soup Company Fell Off Its Perch

August 3, 2018

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A few months ago, we looked at why our subject for the Chapter 8 profile in Understanding Business was leaving her position as CEO of the Campbell Soup Company. As the video below shows, however, Campbell’s problems began long before Denise Morrison took the top job.

Questions:

Why has Campbell’s struggled to grow steadily in recent years?
What do you think Campbell’s should do to start winning over young consumers who don’t like canned soup?

Management, Product Development, Marketing, Leadership structure, Food, Packaging, Product Distribution, Campbell’s, Mergers and Acquisitions

Chapter 1: Taking Risks and Making Profits, Chapter 5: Forms of Business Ownership, Chapter 7: Management & Leadership, Chapter 8: Organizational Culture and Structure, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Uncategorized

Poke Craze Leads to Trademark Conflicts

August 2, 2018

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If you’ve never heard of poke (pronounced poe-kay) before, then you’re certainly not alone. This Hawaiian dish consisting of marinated sushi served over rice has been popular with eaters in the 50th state since the 1970s. For many people on the U.S. mainland, however, this meal remained a mystery until a few years ago when poke joints began to pop up along the east and west coasts. It has since grown into a nationwide trend: according to Foursquare more than Continue reading →

Fads, Trademarks, Ethics, Product Development, Entrepreneurship, Branding, Food, Legal, Hawaii

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter A: Business Law

Why Used Electric Car Batteries Will Soon Be in High Demand

July 27, 2018

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From smartphones to electric vehicles, many of today’s most innovative products depend on lithium-ion batteries to function. That’s why every year the tech industry upgrades these portable power sources to hold more and more charge. While this allows them to create better products (at least in theory), it also leads companies to discard a lot of technically obsolete batteries that can still collect energy. For instance, the lithium-ion units that power cars and buses can be used for Continue reading →

Global, Transportation, Sustainability, Product Distribution, Infrastructure, Electric cars, Batteries, Product Development, Innovation

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Bonus Chapter B: Technology and New Media

Robocalls Frustrate Telecom Companies and Consumers

July 20, 2018

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Back in the pre-Internet days, companies would pay a fortune to set up services that allowed them to limit the number of phone lines used in the office. This meant that a company with 100 employees could use a single number with extensions rather than set up 100 seperate lines. Once caller ID came on the scene, these systems would display the same name to the receiver whether the call was coming from the mailroom or the C-suite.

This pricey Continue reading →

Promotions, Marketing, Regulation, Ethics, Security, Mobile, Robocalls, Telecommunications, Office infrastructure

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 8: Organizational Culture and Structure, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter A: Business Law, Bonus Chapter B: Technology and New Media

[VIDEO] This Instagram Star Isn’t Real, but Brands Don’t Seem to Care

July 19, 2018

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As far as Instagram influencers go, Lil Miquela might not seem all that unique at first glance. More than 1 million people follow the teenager’s feed as she regularly shares stories about her life and shows off her stylish wardrobe. Miquela isn’t real, though, and not just in the “nothing is real on Instagram” sense: she is a computer-generated creation made by a Los Angeles startup. While that might seem bizarre at first, CGI influencers like Miquela give us a Continue reading →

Marketing, Mobile, Ethics, E-commerce, Social Media, Influencers, Branding, Instagram

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Videos