Chapter 13: Marketing - McGraw-Hill Introduction to Business

Nike Faces Fallout after NCAA Star’s Shoe Splits

February 22, 2019

On Wednesday night, two of the biggest teams in college basketball faced off in what many described as the game of the season. While Duke versus North Carolina is always a marquee matchup, this particular game had another unmissable element added to it: freshman forward Zion Williamson. With his remarkable combination of size and speed, basketball analysts almost unanimously agree that he is the favorite to be picked first in the NBA draft this summer. Unfortunately, Williamson’s night in the Continue reading →

Marketing, Ethics, Social Media, Labor Relations, Compensation, Sports, Nike

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 12: Labor Management and Unions, Chapter 13: Marketing, Chapter 14: Product and Price, Bonus Chapter B: Technology and New Media

[VIDEO] How to Name a Product, From the Man Behind Swiffer

February 15, 2019

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There are few things more important to a product than a solid brand name. After all, the title on an item’s label will stick around long after the people who originally created it are gone. That’s why many major companies seek out the services of Lexicon Branding, a marketing firm that comes up with product names. This video looks at the company’s process and how it developed recognizable brand names like Swiffer, Febreeze, and Blackberry.

Questions:

Do you think it’s Continue reading →

Marketing, Global, Product Development, Branding, Brand names

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 13: Marketing, Chapter 14: Product and Price, Videos

China’s Growing Class of Affluent Women Prefer to Buy Their Own Jewelry

February 14, 2019

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Although certain candies will be hard to come by today, plenty of people around the world will show their love by giving jewelry to their valentines. That might not be the case in China, however, where more women are opting to buy bling for themselves rather than wait for their partners to do so. For example, a Shanghai-based business manager named Crystal Zhu said that her boyfriend’s “nice but a bit dull” selections aren’t as expressive as she’d like. “The Continue reading →

Marketing, Global, Entrepreneurship, China, Luxury, Jewelry

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion

McDonald’s Loses “Big Mac” Trademark in Europe

February 12, 2019

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With its signature stack of three buns and two beef patties covered in special sauce, there are few fast food items as famous as the Big Mac. That’s why over the years McDonald’s has tried to protect its flagship burger by pursuing legal action against any possible imitators. One of the company’s latest targets was Supermac’s, an Irish chain that sold a suspiciously similar sandwich called the Mighty Mac. Unfortunately for McDonald’s, though, this particular case didn’t go exactly as Continue reading →

Marketing, Global, Ethics, Product Development, Promotions, Fast food, McDonald’s, Regulation, Legal, Trademarks, Food & Drink

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 16: Place and Promotion, Bonus Chapter A: Business Law

Increased Competition and Costs Lead to Higher Prices at Hershey

February 8, 2019

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Sorry, candy lovers, but today we’ve got more bad news. Not only will millions of Americans soon be forced to spend Valentine’s Day without their SweetHearts, but there’s also something wrong with the nation’s supply of Hershey’s Kisses. While the chocolate treats will still be available for next week’s big day, they’ll be missing one of their most distinctive features: the tips. Since December consumers have been puzzled by the tips’ absence, fearing that Hershey had changed the candy’s Continue reading →

Marketing, Manufacturing, Product Development, Branding, Pricing, Packaging, Candy, Food & Drink

Chapter 1: Taking Risks and Making Profits, Chapter 2: Economics, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution

Super Bowl Ratings Drop to Ten-Year Low

February 5, 2019

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This past Sunday, the New England Patriots defeated the Los Angeles Rams in one of the most boring Super Bowl matchups of all time. The winning team only managed to score a single touchdown, and even that exciting moment didn’t arrive until the fourth quarter. As a result, ratings for the big game dropped to their lowest point in a decade. While CBS managed to bring in 111.3 million Super Bowl viewers in 2017, two years later that amount fell Continue reading →

Marketing, Sports, Promotions, Entertainment, Television, Advertising, Super Bowl, Celebrity Endorsements

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

[VIDEO] Brooklyn’s Last Seltzer Men

February 1, 2019

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Many years ago, hundreds of delivery men used to criss-cross New York City transporting big bottles of seltzer water directly to customers. As soda and other pre-packaged drinks became popular, however, most of the city’s “seltzer men” began to disappear once demand for their product plummeted. But the old-school seltzer trade isn’t entirely dead in the Big Apple. The video below shows how Brooklyn Seltzer Boys carries on this legacy by combining traditional methods with a new marketing strategy.

Questions: Continue reading →

Economics, Marketing, Operations Management, Entrepreneurship, Packaging, Product Distribution, Delivery

Chapter 1: Taking Risks and Making Profits, Chapter 2: Economics, Chapter 6: Entrepreneurship, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Videos

Houseparty Plans to Be an Ad-Free Social Network

January 25, 2019

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Since launching in 2016, the group video chat app Houseparty has attracted a dedicated userbase of young people looking to talk with their friends wherever they please. “Houseparty is basically the third place for Generation Z and young millennials,” said co-founder Sima Sistani. “What they’re doing there is hanging out in the way we used to in the backyard, the basement, or in my case — the Waffle House.” And unlike many other Silicon Valley startups, Houseparty doesn’t plan to Continue reading →

Marketing, Ethics, Entrepreneurship, Social Media, Silicon Valley, Product Development, Promotions, Advertising, Facebook, Product Distribution, Houseparty

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

Toymaker Sues Louis Vuitton over the Right to Create Parody Purses

January 24, 2019

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For luxury brands like Louis Vuitton, maintaining an image of elegance and sophistication is essential for success. After all, high-end consumers might not be willing to hand over huge amounts of cash to a company that has fallen out of fashion. In order to remain in control of its image, Louis Vuitton has often been quick to file lawsuits against knockoff businesses that place its signature logo onto poorly made items. Along with targeting bootleggers, however, the company also has Continue reading →

Global, Ethics, Entrepreneurship, Clothing, Product Development, Copyright, Branding, Fashion, Legal, Luxury, Louis Vuitton

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Bonus Chapter A: Business Law

Netflix Raises Prices as Streaming Market Gets Crowded

January 22, 2019

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When Netflix launched its video streaming platform in the late 2000s, all of the titles featured on the service came from other movie studios and production companies. If you boot up your account these days, though, most of the TV shows and films listed on the homepage are owned and produced by Netflix itself. Over the last few years the streaming giant has invested heavily to create its own content. By one estimate, Netflix spends more than $8 billion annually Continue reading →

Global, Product Development, Licensing, Entertainment, Pricing, Netflix, Streaming, Television, Product Distribution, Movies, Debt, Debt financing

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 18: Financial Management, Bonus Chapter B: Technology and New Media