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Identify a recent innovation by your firm. What is your firm’s strategy to cross the chasm(s) to achieve mass market adoption of its innovation?
What attributes describe the current major customer segment for your firm? Are these changing? If so, is your firm prepared to meet these new customer demands?
Explain how you would apply the strategic management framework to enhance your startup’s chances to gain and sustain a competitive advantage.
Enculturation helps us learn the beliefs and behaviors of our own society. Could an external marketer learn the same things through acculturation?
Is there such a thing as personality? If so, how might you integrate knowledge about consumers’ personality traits into a marketing strategy?
Products and services exist in a carefully created ecosystem of complementary products and services.
What value is being communicated in each ad, and how is this done? Is this an effective approach to designing a marketing communication?
Do you believe these efforts contribute to Amazon gaining and sustaining a competitive advantage? Why or why not?
How do people you know feel about their cars? Interview some of them about the “relationships” they have. Do they decorate their cars?
Discuss the success of L’Oréal’s slogan “Because I am worth it” over time, and how it has managed to connect with women.
Many advertisers routinely purchase stock photography when they need an image of a certain kind of person to insert in an ad.
How are subjective views of body image exploited by marketers? To what extent do your purchasing habits reflect your own personality?
Some activists object to Axe’s male-focused marketing because they claim it demeans women.
Jenny Darroch of the Drucker School of Management focuses much of her research on how to market to women.
The company drew criticism for presenting only picture-perfect people; for example, the Norwegian Broadcasting Corporation.
If our possessions do indeed come to be a part of us, how do we bring ourselves to part with these precious items?
Our emotional reactions to marketing cues are so powerful that some hightech companies study mood in small doses (in 1/30 of a second increments).
There are key differences between economies of scale and learning effects. Let us put that into practice with a brief example.
Suppose Procter & Gamble (P&G) learns that a relatively new start-up company Method (Website-methodhome)
Discuss the possible reasons to buy a watch today. Connect each motivation you identify with an appropriate motivational theory.
What challenges will marketers face in the future both during the project crowd funding phase and the eventual launch of the product on the market?
Choose a branded product and identify and describe its general marketing profile.
How do the perspectives on competitive advantage differ when comparing brick-and-mortar stores to online businesses.
They post about their feelings, track their sleep patterns, and fret about how often they’re “liked” on social media. Should happiness be quantified?
Crisis, fear, and guilt are very common themes in marketing and advertising. Humanitarian disasters are the backdrops favored by charities.