Where’s the Beef Lawsuit Brings Out the PR GunsPosted by Paul Christ February 05, 2011 Taco Bell Using Ads to Battle Back on Beef (MSNBC)
What do marketers do when their company is under attack for its marketing decisions? Some may take the approach that the best way to handle things is to diffuse the situation quickly by working hard to address the issues being raised. With this approach, the marketer will often make concessions to those who are screaming the loudest. For instance, a marketer may remove an advertisement that a certain group feels is offensive. While the marketer may not really believe it is necessary to do so, the potential negative backlash that may arise if the ad is not removed may be viewed as too risky. Assessing the Value of Company-Produced Research ReportsPosted by Paul Christ January 28, 2011
In the past these reports have served as background supporting materials to help establish credibility for a company’s products and services. Today companies are placing these reports at the front of their promotional activity. The release of company-produced research reports is often supported with a promotional press release highlighting key findings and encouraging anyone interested to visit the company’s website to see the full report. Though, in most cases, accessing the report requires completion of a form containing contact information that can later be used by the company for follow-up purposes. Will the Long List of Bankrupt Retailers Soon Include Borders?Posted by Paul Christ January 24, 2011 The Borders Story: Is This the Final Chapter? (Newsweek)
While financial problems afflicted companies across a wide range of industries, arguably the retail industry suffered the most. Among those holding a spot on the long list of bankrupt retailers are: The Challenge of Branding a CountryPosted by Paul Christ January 17, 2011 Nation Branding: Shaking Off the Korea Discount (Knowledge @ Wharton)
Well, yes but only to a point. For instance, a country can engage in efforts to promote specific attributes of the country. This can be seen in the tourist industry when countries spend heavily to present an image as an enchanting vacation spot. How Auto Companies Are Reworking the Minivan to Make it CoolPosted by Paul Christ January 06, 2011 Mocked as Uncool, the Minivan Rises Again (New York Times) Product Life Cycle theory teaches that when a product reaches the Maturity stage marketers face a tough decision. At this stage the market is seeing slow growth, yet many competitors still remain. Even with a slowing market, internally these companies are looking to grow sales, as that is what is almost always expected. But, realistically in a flat market if one competitor is increasing sales, it must mean others are losing. Needless to say, the Maturity stage is a tough place to be. Faced with a highly competitive and potentially money losing market, marketers must decide whether to continue to sell their product or abandon it (e.g., sell to another company, retire it from the market). For marketers who are not willing to let go, they must look to strategies intended to once again grow product sales. Keeping an Open Mind For New Product DevelopmentPosted by Paul Christ December 31, 2010 Inventions That Were Accidents (Forbes)
Yet, even with a dedicated development plan in place, most companies will discover in-house efforts for creating new products are risky. The success rate for new product development is often quite low, with very few ideas actually reaching the testing stage. But, some companies find failure is sometimes a good thing. How can this be? |
Samples of Marketing TutorialsStep 5: Evaluate Data The researcher’s next task is to make sense of the collected data. Before the researcher can gain understanding from the collected data, he/she must first examine the raw information (i.e., what was actually collected) to make sure the information exists as required. There are many reasons why data may not be presented in the form needed … Latest Marketing Stories
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The standard market research report, generally viewed as a routine and often dull business document, is being viewed in a new light by many marketers. While most people do not equate a research report with promotion, the fact is many companies are turning these reports into major promotional tools. The practice of distributing research reports to potential customers has been used for a number of years in scientific and technology industries but in recent years the practice has expanded into many other fields particularly among service firms such as those involved in consulting, healthcare and financial industries.
With the U.S. economy clearly on the path to recovery, we can now look back on the wreckage the recession left behind. What we see is that many companies failed to make it through the tough times and needed to reorganize by filing for bankruptcy, while others simply went out of business. Besides the obvious failures in the automotive and financial industries, the business landscape is littered with many well-known firms that ran out of steam during the recession. Among those on the list of 
Establishing a recognizable brand is an essential goal for nearly all marketers. No matter the type of product sold (good or service) or the type of market targeted (consumer or business), building an identity for a product is almost always required. But does 
In order to sustain growth in the face of stiff competition, most companies find they have little choice but to continually find new products. For some companies, this means looking for products outside the organization, such as by purchasing or licensing products created by other companies. However, for the vast majority of firms, the search for new products is an ongoing internal process requiring a collaborative effort involving potentially hundreds of employees from different functional areas such as research and development, business operations, finance, and, of course, marketing.
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