Retailers Are Wary of the Smartphone Wielding ShoppersPosted by Paul Christ December 17, 2010 Phone-Wielding Shoppers Strike Fear Into Retailers (Wall Street Journal)
Once Dead, Old Brand Names Are RevivedPosted by Paul Christ December 12, 2010 From Retired Brands, Dollars and Memories (New York Times)
Obviously, Apple is not about to let others use their iPod brand name. Apple, like most marketers, is highly protective of its brand names and the equity these have created. They control these legally by obtaining trademarks and enforce their names by threatening lawsuits against potential violators. The Virtual Trade Show May Finally Be HerePosted by Paul Christ December 05, 2010 Growth in Virtual Gatherings Offers Marketing Opportunities (New York Times)
How the Down Economy Is Impacting Consumer Buying BehaviorPosted by Paul Christ November 27, 2010
Labels: Customer Behavior, External Forces, Managing Customers, Marketing Strategy, Promotional Methods, Retailing, Trends
The Just-in-Time Consumer (Wall Street Journal)
Over the last few years, a large number of consumers have changed how they make buying decisions. These changes include altering the types of products they purchase, focusing more effort on finding smart bargains and reducing the quantity of product they purchase at one time. Is the Internet Undermining Customer Value?Posted by Paul Christ November 23, 2010
Keeping Existing Customers Happy When Their Product is No Longer NewPosted by Paul Christ November 16, 2010 Capturing Hearts, One Upgrade at a Time (New York Times)
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Samples of Marketing TutorialsInteraction Type: Personal vs. Non-Personal Promotions involving real people communicating with other people is considered personal promotion. While salespeople are a common and well understood type of personal promotion, another type of promotion, called controlled word-of-mouth promotion (a.k.a., buzz marketing), is emerging as a form of personal promotion. Unlike salespeople who a… Latest Marketing Stories
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Every few years a web-based business model garners attention for a unique offering that some believe will eventually be the next big thing. In the last 10 years, such web businesses as Friendster (social networking), Webvan (grocery delivery) and NetBank (online banking) were all labeled as the next big thing only to crash under the strain of poor execution, lack of funding, bad management decisions, changing technology or a host of other factors. Of course, other businesses would eventually learn from the mistakes made by these early entrants and turn these concepts into successful business models.
With the U.S. economy showing only slight signs of moving out of the doldrums, many consumer products companies selling in the U.S. are still reeling and wondering when good times will return. Unfortunately, once the economy is back on track some marketers may be in for a surprise. The problem is the length of the slowed-down economy, along with continued high unemployment rates, is leading consumers to modify their buying behavior.
The Internet's dramatic impact on business is causing some to conclude that, in the long term, marketing success for many companies may be hard to sustain. In particular, the speed at which information is exchanged and knowledge is gained makes competitive advantage a fleeting proposition – here today, gone tomorrow. While this picture of business is somewhat dire, most executives and business owners are probably not losing much sleep over what these prognosticators envision. But maybe they should, especially when it comes to creating and maintaining customer value.
Marketers face a difficult task when introducing products that are considered upgrades of existing products. The key decision confronting these marketers is what to do about a potentially large percentage of customers who already own an older version of the product. To drive higher sales, many marketers maintain the mindset that existing customers must purchase the new product if they want the latest features. They take the position that new is new and if customers want the new stuff they need to pay to upgrade to the new product.
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