Chapter 13: Marketing - McGraw-Hill Introduction to Business

Pokémon Go Gives Big Boost to Nintendo

July 14, 2016

Since Pokémon Go’s launch last week, the mobile app has rapidly grown into a phenomenon with millions of wannabe Pokémasters around the world. In this “augmented reality” game, players literally roam streets, parks and landmarks on a search for the famed “pocket monsters” of the Japanese franchise. When one of these creatures appears on a user’s smartphone screen, they can then capture it to add to their collection. The ultimate goal for players is to abide by Pokémon’s longstanding slogan, Continue reading →

Augmented Reality, Smartphones, Video Games, Nintendo, Pokémon Go, Global, Japan

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

Citigroup Sues AT&T for Saying “Thanks”

July 12, 2016

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One of the first phrases children are taught to say is “thank you.” This simple expression of gratitude then sticks with us throughout life, acting as the appropriate response to a range of situations both simple and serious. In the eyes of Citigroup, however, “thank you” is more than just a common reply. Since 2004 the banking giant has operated a rewards program called “ThankYou” that allows customers to earn points from their purchases. As a result, the company trademarked Continue reading →

Product Development, Marketing, Copyright, Ethics, Promotions, Regulation, Citigroup, AT&T, Trademark

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 A: Business Law, Bonus Chapter B: Technology and New Media

Ad Blockers Make a Dent in Online Profits

June 17, 2016

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For years advertising has been the central source of revenue for the online world. It’s also been a nuisance to many users for just as long. From early pop-up ads to the modern era of loud auto-playing videos, online ads have the irritating ability to distract web surfers from the content they were actually looking for. As a result, millions of users across the globe have installed ad blockers to remove these annoying images from their online experience.

In fact, Continue reading →

Internet, Ad Blockers, Indonesia, India, Global, Innovation, Ethics, Advertising, Mobile

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, 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

Chinese Consumers Turn to Canned Air for Relief

June 14, 2016

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The rapid rise of Asian manufacturing has transformed nations like China and India into economic powerhouses as well as environmental nightmares. World health experts estimate that millions of people have died due to excessive air pollution in these two countries. So far government officials have done little to relieve their increasingly stifled citizens, leading many to turn to a variety of consumer products for help. Along with pollution masks and air purifiers, a growing number of people are also purchasing Continue reading →

China, Regulation, Global, Sustainability, Pollution, Environment, Canned Air

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, 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

National Park Service Seeks Sponsors to Offset Costs

June 7, 2016

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For more than a century millions of visitors have marveled at the staggering beauty contained in America’s national parks. According to the writer Wallace Stegner, “National parks are the best idea we ever had. Absolutely American, absolutely democratic, they reflect us at our best rather than our worst.” Still, even these sublime sanctuaries face the same kind of bureaucratic headaches that afflict other government agencies. In fact, years of flat funding have left the National Park Service with an $11 Continue reading →

Government, National Parks, Fundraising, Ethics, Regulation, Financing

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 16: Place and Promotion, Chapter 18: Financial Management

Google Bans Payday Lenders from Placing Ads

May 26, 2016

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Each year, millions of Americans use payday lenders to obtain what seem like quick and easy loans. Many borrowers simply need an advance on an upcoming paycheck, allowing them to settle their loan as soon as payday arrives. For those who don’t manage to repay on time, however, the situation can rapidly turn desperate. Along with a variety of fees, payday lenders often charge interest rates than can eventually top out in the triple digits. As a result, one small Continue reading →

Google, Payday loans, Online Advertising, Personal Finance, Advertising, Ethics, Financing

Chapter 4: Ethics and Social Responsibility, 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, Bonus Chapter D: Personal Finance

Joe’s Crab Shack Scraps No-Tip Experiment

May 18, 2016

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For more than a century tipping has been the preferred method for American restaurants to pay their servers. The idea is that customers will tip more if they receive good service, thus giving employees incentive to do well. However, the system doesn’t always work out that way. Besides getting outright stiffed by diners, on slow nights servers can earn as little as $2.13 an hour, the legal minimum that tipped employees can be paid. Given these less than ideal outcomes, Continue reading →

Motivation, Minimum Wage, Food, Tipping, Human Resources, Joe's Crab Shack, Compensation, Restaurants

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 10: Motivation, Chapter 11: Human Resource Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion

Chinese Movie Theaters Enjoy Box Office Boom

May 13, 2016

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American movie theaters have endured a rough couple of years as more consumers turn to the comfort of their living rooms as venues for entertainment. That’s far from the case in China, however. The Asian nation has become an increasingly important source of revenue for U.S. movie studios that have seen domestic receipts start to dwindle. In February Chinese theaters earned $1.05 billion at the box office, beating the American tally by nearly $250 million.

Still, China isn’t exactly an Continue reading →

China, Regulation, Global, Movies, Ethics, Fraud, Entertainment

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution

Gasoline Delivery Startups Launch with Few Regulations

May 5, 2016

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In our previous post, we explored the new crop of startups that are applying Uber’s on-demand business model to other markets. Although these spinoff services aren’t nearly as successful as the original, a number of entrepreneurs remain convinced that they can develop an Uber for everything. We already took a look at the parking service Luxe and grocery delivery app Instacart, both fairly straightforward and simple adaptations of the concept. But startups like Filld and WeFuel take the idea Continue reading →

Gasoline, Filld, Product Development, Ethics, Cars, Regulation, Uber, California, Safety, Petroleum

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 A: Business Law, Bonus Chapter B: Technology and New Media

The Uber Model Stalls in Other Industries

May 3, 2016

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When Uber launched in 2009, its founders didn’t expect to revolutionize the car service industry. The company initially targeted a more upscale clientele by charging steep fees for its on-demand rides. As Uber expanded, however, its growing revenue allowed them to drop prices and offer their services to a broader base of consumers. Now valued at more than $60 billion, Uber has become a powerful competitor to taxis throughout the country as well as an increasingly credible alternative to car Continue reading →

Transportation, Uber, Product Distribution, Taxis, Product Development, Pricing, Cars

Chapter 1: Taking Risks and Making Profits, 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