Marketing - McGraw-Hill Introduction to Business

Making Things Insta-Worthy on a Tiny Budget

April 30, 2018

American millennials’ tastes have turned many markets on their heads. From choice of food to the ways companies structure leadership, this large generation makes its preferences known. One trend companies are considering is how millennials tend to prefer amazing experiences rather than accumulating “things.” How can companies adapt traditional products and services to appeal to millennials?

As we know, people of all generations share experiences from travel, life events, and plain everyday life on social media. However, to earn Continue reading →

Marketing, Social Media, Product Development, Demographics, Millennials, Hotels

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

[VIDEO] How Coca-Cola’s Bottle Got Its Curves

April 27, 2018

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In the early 20th century, the Coca-Cola Company was quickly growing in popularity both with American consumers as well as imitators who hoped to duplicate the soft drink’s success. This very brief video looks at how Coca-Cola fought off the copycats by designing a distinctive bottle that it still depends on to this day.

Questions:

Besides making things harder for imitators, how did Coca-Cola’s bottle redesign help the young company’s brand?
Do you think Coca-Cola would have grown to be Continue reading →

Marketing, Food, Product Development, Promotions, Packaging, Coca-Cola

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

[VIDEO] Starbucks Will Temporarily Close 8,000 U.S. Stores For Racial-Bias Training

April 19, 2018

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Last week, a manager at a Philadelphia Starbucks called the police on two African-American men who were waiting for a friend to arrive. Their subsequent arrest was caught on video and quickly went viral as thousands of social media users directed their outrage towards the coffee chain. Starbucks then took the drastic step of announcing that it would close all stores on May 29th for racial sensitivity training. Along with showing clips of the offending video, this short report also Continue reading →

It’s a Hard Time to Be a Clown

April 13, 2018

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Way back in 2014, we looked at how changing tastes had led to declining interest in the art and business of clowning. Unfortunately for these red-nosed entertainers, matters haven’t improved much in the following years. In fact, 2017 may have marked an all-time low for American clowns. Not only did the Ringling Bros. circus shut down after nearly a century and a half in operation, but also McDonald’s ended its regional Ronald McDonald program. Without the work that these Continue reading →

Marketing, Entrepreneurship, Entertainment, Clowns, Public Opinion

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

Converting Tourists into Residents to Combat a Worker Shortage

April 5, 2018

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With its rolling mountains and vibrant fall foliage, Vermont ranks as one of America’s most beautiful states. But while these sights attract thousands of visitors every year, they’re apparently not enough to convince some residents to remain in Vermont for the long term. In fact, the state’s labor force is smaller today than it was before the last recession. Young people have largely led this exodus, causing Vermont’s median age to become the second-highest in the nation. Combined with a Continue reading →

Economics, Marketing, Entrepreneurship, Human Resources, Promotions, Tourism, Vermont, Labor Shortage

Chapter 1: Taking Risks and Making Profits, Chapter 2: Economics, Chapter 6: Entrepreneurship, Chapter 11: Human Resource Management, Chapter 13: Marketing, Chapter 16: Place and Promotion

Farmers Find a New Purpose for Alpacas

April 3, 2018

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With their fuzzy frames and quizzical expressions, alpacas might be one of the world’s goofiest looking animals. Of course, these llama-like creatures have much more to offer than just their funny faces. Alpaca fleece ranks as one of the finest textile materials available, similar to sheep’s wool only warmer and without any prickliness. In the 1990s these key qualities fueled a boom in alpaca fleece production that also encouraged many Americans to purchase their own animals for breeding. Once called Continue reading →

Economics, Marketing, Entrepreneurship, Product Development, Innovation, Agriculture

Chapter 1: Taking Risks and Making Profits, Chapter 2: Economics, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price

L.L. Bean Ends Generous Return Policy

February 13, 2018

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In 1912 Leon Leonwood Bean sold his first 100 pairs of boots to local hunters, promising that the footwear would “give perfect satisfaction in every way.” Soon enough, though, 90 customers brought their boots back after the bottoms became separated from the tops. While Bean nearly went bankrupt providing refunds, he knew that he had to stick to his word in order to regain his customers’ trust. As a result, people continued to support his business, which eventually grew from Continue reading →

Marketing, Ethics, Entrepreneurship, Clothing, Retail, Pricing, L.L. Bean, Maine, Product Returns

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

Licensing Companies Make a Mint from Deceased Celebrities

February 8, 2018

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Earlier this week we looked at how audiences responded both positively and negatively to this year’s lineup of Super Bowl ads. While a number of funny spots seemed to go over well with the public, a Dodge Ram ad prominently featuring a speech by Dr. Martin Luther King Jr. decidedly did not. After the commercial aired, thousands took to social media to condemn the company for stealing the words of such an admired humanitarian. Of course, these critics soon Continue reading →

Marketing, Ethics, Licensing, Copyright, Branding, Entertainment, Advertising, Intellectual Property, Elvis Presley, Marilyn Monroe

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

Super Bowl LII Ads Aim for the Funny Bone

February 6, 2018

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Unlike last year’s historic comeback, Tom Brady wasn’t able to turn around the fortunes of his New England Patriots to win Super Bowl LII. The Philadelphia Eagles ultimately left as champions after a thrilling game that saw plenty of action on the field. The tone during the commercial breaks was far less tense, however, as marketers largely relied on humor for 2018’s crop of Super Bowl ads. Among the top spots on USA Today’s annual Ad Meter poll are Continue reading →

Marketing, Ethics, Social Media, Sports, Promotions, Entertainment, Television, Advertising, NFL, Super Bowl

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

To Reach Amateur Ballerinas, An Entrepreneur Appeals to Professionals

January 25, 2018

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As one might expect from a centuries-old art form, the world of ballet doesn’t adapt to change all that quickly. For instance, many ballerinas depend on a type of pointe shoe designed more than 100 years ago consisting of paper, glue and fabric. While this style is certainly reliable, it can also create a great amount of discomfort or even injury for dancers. After all, the “pointe” in the shoe’s name refers to the ballerina’s need to stand readily on Continue reading →

Marketing, Social Media, Product Development, Promotions, Entertainment, Innovation, Ballet

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