Chapter 13: Marketing - McGraw-Hill Introduction to Business

[VIDEO] Inside the Factory Where Robotic Dinosaurs Come to Life

November 10, 2016

When a group of Australian special effects artists were having trouble finding work, they decided to pool their resources together and create their own animatronics company. Most had planned to return to working on movies and television once they’d made a splash with their enormous, lifelike representations of dinosaurs and monsters. But Creature Technology wowed the world with their creations, leading to the bustling and almost magical workshop shown in the video below.

Questions:

Why must Creature Technology keep Continue reading →

Operations Management, Global, Entrepreneurship, Product Development, Entertainment, Creature Technology, Special Effects, Australia

Chapter 1: Taking Risks and Making Profits, Chapter 6: Entrepreneurship, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Bonus Chapter B: Technology and New Media, Videos

Patagonia: Attempting to Operate Ethically While Pursuing Mass Appeal

November 3, 2016

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Since its founding in 1973, the outdoor apparel brand Patagonia has strived to make quality goods in an ethical manner. This combination of strong values and superior products has allowed the company to grow into an $800 million brand. But over the years Patagonia has run into a number of roadblocks in their quest to “build the best product” and “cause no unnecessary harm.” For example, in 2010 an animal rights group revealed that the company had been buying goose Continue reading →

Ethics, Clothing, Product Development, Branding, Supply chains, Sustainability, Patagonia, South America, Taiwan, Apparel

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 9: Production and Operations Management, Chapter 12: Labor Management and Unions, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution

Americans Expected to Spend More than $8 Billion This Halloween

October 28, 2016

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For most people, the Halloween season is about creepy costumes and candy rather than shopping. But even though the retail sales of All Hallow’s Eve can’t compare to the December holidays, Americans still manage to spend a scary sum of money at the end of October. The National Retail Federation estimates that this year consumers will spend as much as $8.4 billion preparing for Halloween, amounting to an average of $82.93 per shopper.

Costumes account for $3.1 billion of this Continue reading →

Marketing, Retail, Product Distribution, Halloween, Christmas, Seasonal

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

[VIDEO] You’ll Be Eating Crickets Soon. You Have No Choice

October 27, 2016

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Although the world’s population is always increasing, the physical size of the globe stubbornly remains the same. As a result, humans might soon face a shortage of some key resources, including food with high protein content. But here’s where the humble cricket hops in: while many Americans may consider them pests, crickets can be a nutritious and environmentally sustainable food source. This video takes a look at the ways one cricket farm operates and how its owners hope to market Continue reading →

Marketing, Operations Management, Global, Food, Sustainability, Agriculture, Crickets

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, Videos

Chinese Factories Produce Knockoffs at Record Speed

October 25, 2016

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Israeli entrepreneur Yekutiel Sherman had a great idea for a product: a selfie stick that folded seamlessly into the back of a smartphone’s case. He spent a year carefully designing his idea, producing prototypes and securing small investments from family and friends. By December 2015 Sherman launched a Kickstarter campaign in order to finish funding the item, now called Stikbox. But while the project immediately attracted investors, his popular crowdfunding campaign also caught the attention of Chinese bootleg manufacturers. Within Continue reading →

Operations Management, Global, Ethics, Manufacturing, Product Development, China, Supply chains, Product Distribution, Knockoff products

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

Canadian Country Store Attracts New Employees with Free Land

October 21, 2016

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The remote region of Cape Breton in Nova Scotia, Canada, is not known for its bustling population. Just 130,000 people live on the 4,000 square-mile island, with 1,000 others leaving each year for the past two decades. As the population steadily drops, many Cape Breton natives have worried about the future of the island’s tight knit communities. Among these concerned citizens was Jim and Ferne Austin, local entrepreneurs who operated the Farmer’s Daughter Country Market in sleepy Whycocomagh, Nova Scotia, Continue reading →

Motivation, Global, Human Resources, Retail, Canada, Hiring, Company Culture

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 7: Management & Leadership, Chapter 10: Motivation, Chapter 13: Marketing

Assessing Severe Weather Damage with the Waffle House Index

October 10, 2016

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As of this writing, Hurricane Matthew is currently roaring up the Carolina coast. (Hopefully anyone from the area reading this post is doing so in a safe, relatively dry place.) Federal and state officials flooded social media and television urging residents to evacuate the area before the cyclone hit land. Nevertheless, some people ignored their warnings and stayed put. In most cases, the diner chain Waffle House would be among these stubborn stragglers. The company has an official policy in Continue reading →

Management, Operations Management, Branding, Waffle House, Hurricane Matthew, Natural Disasters

Chapter 1: Taking Risks and Making Profits, Chapter 7: Management & Leadership, Chapter 8: Organizational Culture and Structure, Chapter 13: Marketing

Meal-Delivery Startups Aim to Change America’s Eating Habits

October 7, 2016

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For those who have spent years ordering items from online retailers like Amazon, setting foot inside a store can sometimes seem like taking a trip back in time. But while the shift away from brick-and-mortar locations has utterly changed industries like music and clothing, grocery stores have remained largely the same since the dawn of the digital revolution. After all, most people still prefer to examine food in person before they buy it.

But that hasn’t stopped a collection Continue reading →

Ethics, Food, Labor Relations, Product Development, Retail, Product Distribution, Agriculture, Supermarkets, Blue Apron, Online Retail

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

Formerly Fashionable Retailers Lose Ground with Teens

October 6, 2016

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In the 2000s, clothing brands like Abercrombie & Fitch, American Eagle and Aeropostale were kings of the mall. These retailers rose to prominence by making preppy clothes with large logos that broadcast a certain prestige to the world. After all, teenage customers wanted to make sure everyone knew that they shopped at cool stores. Companies made this message easy to receive by placing an enormous emphasis on branding, thus making the logo even more important than the design of their Continue reading →

Marketing, Clothing, Branding, Retail, Fashion, Abercrombie & Fitch, Aeropostale, American Eagle, Logos, Malls

Chapter 1: Taking Risks and Making Profits, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion

The Company That Pays Employees $2K to Go on Vacation

October 4, 2016

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With the fall semester now in full swing, the easygoing feeling of summer vacation is becoming an increasingly distant memory. Then again, that’s only for the lucky Americans who actually get to take a vacation during the warm months of the year. For the rest, either they don’t receive adequate time off or simply refuse to take advantage of it. In fact, as much as 55 percent of American workers don’t use all of their paid vacation days out of Continue reading →

Marketing, Human Resources, Vacation, Recruitment, Turnover, Company Culture

Chapter 1: Taking Risks and Making Profits, Chapter 7: Management & Leadership, Chapter 10: Motivation, Chapter 11: Human Resource Management, Chapter 13: Marketing