Chapter 13: Marketing - McGraw-Hill Introduction to Business

Domino’s Fills Potholes in “Paving for Pizza” Promotion

November 8, 2018

A few months ago, Domino’s began running a TV ad campaign centered on a pretty unusual premise. The commercials showed workmen filling potholes with asphalt which were then spray-painted with the Domino’s logo. “We don’t want to lose any great-tasting pizza to a pothole, ruining a wonderful meal,” read a press release about the campaign. Called “Paving for Pizza,” Domino’s encouraged Americans to contact the company if they wanted some roads repaired in their town free of charge.

“Within the Continue reading →

Marketing, Ethics, Promotions, Regulation, Transportation, Legal, Domino’s, Infrastructure

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

Halloween Provides Retailers with a Seasonal Sales Boost

October 30, 2018

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Tomorrow night, children across the country will put on costumes and head out in search of as much candy as they can carry. And while many adults will accompany these kids on their sugary quests, plenty of others will be getting into the Halloween spirit without doing any trick-or-treating. After all, in recent years adults have become just as excited about All Hallow’s Eve as the most candy-crazed kids.

In fact, last year half of all Americans purchased a costume Continue reading →

Marketing, Promotions, Retail, Halloween, Seasonal, Holidays

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

[VIDEO] How IKEA Gets You to Impulsively Buy More

October 26, 2018

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We’ve all been there before: you go to the store with a carefully prepared shopping list only to walk out with tons of stuff you had no previous intention to buy. These types of impulse purchases are such a vital source of revenue that some retailers design their store layouts to encourage as much emotion-driven buying as possible. This video looks at how IKEA depends on winding pathways and strategic lighting to do just that.

Questions:

How does IKEA’s store Continue reading →

Marketing, Operations Management, Retail, Product Distribution, IKEA, Store Layout

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

Why Coca-Cola Tastes Better at McDonald’s

October 19, 2018

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Although Americans can buy a Coke just about anywhere, no other place seems to make the soft drink better than McDonald’s. And that’s not an accident: the company has had a special connection with Coca-Cola since the burger chain’s founding in 1955. Back then, McDonald’s boss Ray Kroc struck a handshake deal with a local Coke supplier, establishing a close business relationship that continues to this day. “Those two companies helped each other grow and expand around the globe,” said Continue reading →

Operations Management, Product Development, McDonald’s, Coca-Cola, Product Distribution, Food & Drink

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

No-Frill Airfares Gain Popularity with Cost-Conscious Consumers

October 11, 2018

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In recent years airlines have grown increasingly stingy with the perks they grant to economy class customers. While passengers not so long ago could check up to two bags, most airlines now charge fliers for placing even one suitcase in the plane’s cargo hold. Many people also can’t make changes to their travel itineraries without incurring fees as high as $500. As a result, many casual travelers have started turning to alternative air carriers like Spirit or WOW. Although these Continue reading →

Marketing, Product Development, Promotions, Pricing, Transportation, Air Travel

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

Dunkin’ Donuts Begins Major Rebranding Effort

October 9, 2018

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During the summer, we looked at IHOP’s temporary name change to “IHOb” and the social media sensation that followed their announcement. As it turns out, the pancake chain wasn’t the only company experimenting with their branding around that time. In August, Dunkin’ Donuts dropped the second word out of their name at a number of locations in the Boston area. While some customers went online to vent their frustration about the change, many others apparently didn’t mind that the word Continue reading →

Marketing, Product Development, Branding, Promotions, Food & Drink, Dunkin’

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

[VIDEO] How Marketers Target Your Nose

September 28, 2018

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Every day, Americans are bombarded with tons of advertisements coming out of their TVs, radios, and all sorts of other sources. While companies design many of these spots to be easily noticed by consumers, this video takes a look at one type of marketing that deliberately remains in the background. Known as “scent marketing,” companies use it to target the attention of a consumer’s nose rather than their eyes and ears.

Questions:

How does scent marketing differ from other forms Continue reading →

Marketing, Branding, Promotions, Advertising, Starbucks, Abercrombie & Fitch, Scent Marketing

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media, Videos

Augmented Reality Brings the Furniture Showroom to Consumers

September 18, 2018

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When someone is looking to buy a new piece of furniture, it can be a struggle to find the right item to fit their personal taste as well as their floor plan. After all, just because something looks good in the showroom doesn’t necessarily mean it will fit in their living room. That’s why a number of home goods companies are integrating augmented reality into their online stores. Using a smartphone camera, the technology allows customers to visualize how a Continue reading →

Marketing, Social Media, Product Development, Promotions, Retail, Innovation, Mobile, E-commerce, Augmented Reality, IKEA

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

Fan-First Pricing Is a Big Win for the Atlanta Falcons

September 7, 2018

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Last night, the NFL kicked off its new season with a battle of the birds as the Atlanta Falcons fell to the Philadelphia Eagles. But while Atlanta couldn’t earn a victory on the field, the franchise is certainly a winner in the eyes of many budget-minded fans. That’s because in 2017 the Falcons announced it would make some big changes to concession prices after the grand opening of the Mercedes-Benz Stadium. Rather than follow the industry’s lead and overcharge customers Continue reading →

Operations Management, Food, Sports, Promotions, Entertainment, Pricing, Product Distribution, Atlanta

Chapter 1: Taking Risks and Making Profits, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion

Amazon Loses Ground in the Smart Speaker Market

August 28, 2018

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A few years ago, many tech industry analysts predicted that the Amazon Echo would soon dominate the growing smart speaker market. After all, the voice-activated device accounted for more than 75 percent of market share as the company moved “tens of millions” of Echo products in 2017 alone. Consumers were also becoming more familiar with Alexa, the virtual assistant designed to answer questions and perform simple tasks like turning the lights on and off. Given these factors plus Amazon’s ever Continue reading →

Global, Google, Product Development, Retail, Innovation, China, Amazon, E-commerce, Smart Speakers, Alexa

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media