Chapter 13: Marketing - McGraw-Hill Introduction to Business

Procter & Gamble Takes on the “Tide Pod Challenge”

January 23, 2018

A few weeks ago, Tide’s official Twitter account posted a quick video of New England Patriots star Rob Gronkowski talking about one of the brand’s best-selling products. While this would normally be standard procedure for a company spokesperson, the clip didn’t feature any footage of Gronk encouraging people to buy laundry detergent. Instead, he actively discourages the public from taking part in the “Tide pod challenge,” a dangerous viral dare that centers on ingesting containers of concentrated detergent. “No no Continue reading →

Management, Product Development, Ethics, Promotions, Social Media, Procter & Gamble, Crisis management, Tide

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

How Chuck E. Cheese’s Maintains Tight Control of Its Image

January 19, 2018

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Along with his animated colleagues Mickey and Jerry, Chuck E. Cheese is one of the most famous mice in American entertainment. Since 1977 he has served as the mascot for his namesake pizza chain where generations of employees have put on costumes and played the iconic rodent for children’s birthday parties. Of course, the outfit’s design has changed significantly since the company launched as “Pizza Time Theatre” more than forty years ago. But while the suit may be different, the Continue reading →

Branding, Entertainment, Illinois, Marketing, Chuck E. Cheese’s, Trademarks, Intellectual Property

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 7: Management & Leadership, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution

Targeting Modern Dads with Masculine Baby Gear

January 18, 2018

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By the end of the year, companies around the world will generate an estimated $11 billion in revenue by selling baby products like diaper bags and infant carriers. Despite the size of this booming industry, though, many baby businesses are continuing to overlook a growing target market: dads. Of course, this is largely due to the fact that mothers remain the primary caregivers in many American families. But dads have made great strides in recent times to involve themselves further Continue reading →

Product Development, Demographics, Packaging, Childcare, South Carolina, Marketing

Chapter 1: Taking Risks and Making Profits, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion

Facebook Makes Sweeping Changes to News Feed

January 16, 2018

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For Facebook’s more than 2 billion users, the News Feed serves as a gateway to what’s going on in their world. People can spend hours scrolling through the photos and videos that pop into their feeds from friends and media companies they follow. In fact, for years Facebook ensured that content posted by brands received prominent placement in the News Feeds of its users. At one point the company even developed a partnership program that allowed media firms to take Continue reading →

Marketing, Facebook, Ethics, Product Distribution, Social Media, Promotion, News Feed

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

[VIDEO] Takeout Creates a Lot of Trash. It Doesn’t Have To

January 12, 2018

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There are few things better than having dinner delivered directly to you, especially during these chilly winter days. But even the most basic takeout orders can have a significant environmental impact due to the plastic containers and utensils provided by many restaurants. This video shows the unsustainable packaging methods used by some eateries while also offering suggestions on how they can change their ways for the better.

Questions:

How can restaurants benefit by reducing the materials they include in takeout Continue reading →

Packaging, Ethics, Sustainability, Food, Innovation, Marketing

Chapter 1: Taking Risks and Making Profits, 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, Videos

MoviePass Price Slash Disrupts the Multiplex

January 4, 2018

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Much like the retail industry, Hollywood studios did not particularly enjoy 2017. Ticket sales at the nation’s cineplexes fell by an estimated 4 percent, representing the movie business’s lowest attendance in 22 years. What’s more, experts say those numbers would have been even worse without the help of December blockbusters like the new Star Wars and Jumanji films. But as sales at the traditional box office fell last year, business began booming for the subscription-based ticket service MoviePass.

For Continue reading →

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

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

Retailers Plan for a Transformative 2018

January 2, 2018

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For many traditional retailers, 2017 was not a good year. Along with the more than 20 chains that filed for bankruptcy, established brands like Sears and J.C. Penney also announced that they’d be closing hundreds of locations. Unfortunately, the outlook doesn’t look much better for 2018. As Amazon continues to disrupt the industry by dominating e-commerce, experts predict that more bankruptcies and store closings could be on the way. “I think the early part of next year will be Continue reading →

Clothing, Promotions, Marketing, Retail, Walmart, Amazon, E-commerce

Chapter 1: Taking Risks and Making Profits, Chapter 7: Management & Leadership, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

[VIDEO] Origin of an Icon: Corona’s ‘O’Tannenpalm’ Spot 25 Years Later

December 22, 2017

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Since 1990, the Mexican beer brand Corona has ran a simple Christmas ad that continues to resonate with viewers. Affectionately called “O’Tannenpalm,” this video looks at how the iconic spot was made and why the company plans on using it for many more holiday seasons to come.

Questions:

Why do you think this commercial has remained popular for more than 25 years?
What are the risks that come with reusing an ad campaign? What are the benefits?

Corona, Marketing, Branding, Promotions, Advertising, Christmas

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion

A Contact Lens Startup Faces Trouble from Fake Prescriptions

December 19, 2017

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In recent years, a number of startups have quickly grown into powerhouse operations by selling certain products directly to customers. From the eyewear seller Warby Parker to the razor maker Harry’s, these companies have disrupted traditional industries by cutting out unnecessary middlemen from their supply chains. They’ve also inspired startups like Hubble, a subscription-based service that sells contact lenses. For just $1 per day or $30 per month, customers receive a supply of Acuvue Moist daily disposable contacts, one of Continue reading →

Eyewear, Marketing, Ethics, Entrepreneurship, Regulation, Startups, Product Distribution

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 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter A: Business Law, Bonus Chapter B: Technology and New Media

Netflix Unnerves Some Customers with “Creepy” Viral Tweet

December 14, 2017

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For many Americans the holiday season is the perfect time to relax and watch some TV as another long year draws to a close. Of course, one of the most popular genres among viewers in December are Christmas movies, such as Netflix’s recent hit A Christmas Prince. Along with its seasonal appeal, the movie also seems to have a “so bad it’s good” quality that many have found irresistible. In fact, social media users have been buzzing about it Continue reading →

Promotions, Marketing, Entertainment, Ethics, Netflix, Social Media, Data Mining, Movies

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media