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Grewal Levy Marketing News

Grewal Levy Marketing News

Author Archives: Grewal Levy Marketing

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Using Our Outdoor Voices, Literally and Figuratively

30 Monday Sep 2019

Posted by Grewal Levy Marketing in Chapter 09: Segmentation, Targeting and Positioning

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With its product lines of athletic and outdoor gear, Outdoor Voices seemingly competes with companies like Nike and Lululemon. But …

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The Gems and Skins Might Be Virtual, But the Money Is Real: In-Game Purchases, Kids, and Content

25 Wednesday Sep 2019

Posted by Grewal Levy Marketing in Chapter 06: Consumer Behavior

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For a player of Fortnite, engaged in a “Clash Royale,” clicking to get a new skin might seem like a …

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Creating a New Transportation Market: The Lime Line of Rental Scooters

16 Monday Sep 2019

Posted by Grewal Levy Marketing in Chapter 02: Developing Marketing Strategies

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Even as scooters appear in more and more cities, the market has not been clearly defined. Consumers and potential riders …

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Selling Directly to Consumers Is a Growing Option, for Firms in Virtually Every Product Industry

12 Thursday Sep 2019

Posted by Grewal Levy Marketing in Chapter 07: Business-to-Business Marketing, Chapter 16: Supply Chain Management

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This abstract talks about how some groundbreaking companies are finding new ways to market their products directly to consumers, mainly …

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Volleying Between Past Heritage and Future Achievement: Wimbledon’s Image Makeover

09 Monday Sep 2019

Posted by Grewal Levy Marketing in Chapter 07: Business-to-Business Marketing, Chapter 16: Supply Chain Management

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A global, storied, popular event like the annual Wimbledon Championship already has a lot of marketing tools at its disposal. …

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How Retailers and Tech Companies Collaborate to Create Beacons that Track Shoppers—And What Shoppers Can Do About It (or Not)

06 Friday Sep 2019

Posted by Grewal Levy Marketing in Chapter 17: Retailing and Multichannel Marketing

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Let’s say you need a few things—a new belt, some laundry detergent, and a birthday present for your nephew—so you …

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Exchanging a Bottle of Pepsi for a Can of Water? Finding Packaging Solutions to Environmental Commitments

03 Tuesday Sep 2019

Posted by Grewal Levy Marketing in Chapter 11: Product Branding and Packaging Decisions

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Environment, Package Decisions, pepsiCo

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When PepsiCo announced its ambitious plans to ensure all of its packaging material would be recyclable, compostable, or biodegradable by …

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How Much Is Your Search History Worth? Would $10 Cover It? Amazon’s Latest Prime Day Offer and Strategy

29 Thursday Aug 2019

Posted by Grewal Levy Marketing in Chapter 10: Marketing Research

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Amazon, data, ecommerce, technology

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On Prime Day, Amazon issues up some of the best deals of the year, looking to get more and more …

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Using Advertising, AR, and IMC to Get the Word Out: Bob’s Discount Furniture Is Not a Discounter

27 Tuesday Aug 2019

Posted by Grewal Levy Marketing in Chapter 01: Overview of Marketing, Chapter 18: Integrated Marketing Communications

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Bob's, discount, jordans furniture

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When Bob’s Discount Furniture determined that what it really needed to do was reinvent its image, to prevent consumers from …

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Service Innovations for Seniors: Finding Ways to Enable Older Consumers to Experience Safe, Satisfactory Travel

21 Wednesday Aug 2019

Posted by Grewal Levy Marketing in Chapter 05: Analyzing the Marketing Environment, Chapter 12: Developing New Products

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safety, Service Innovation, travel

Lo-res_527771617-SAs consumer age, their needs change. In hospitality and travel sectors for example, studies show that older tourists need benches located more conveniently, to allow them to take breaks; signage at eye level, because they tend to pay attention to where they are walking rather than looking up to see directional signs attached to the ceiling; wider doorframes to accommodate walkers; and auditory surroundings and communications that work well with hearing aids instead of producing an uncomfortable frequency. As global populations grow increasingly older—people older than 60 years are predicted to account for 22 percent of the world’s population by 2020—such needs and demands are becoming more central to service providers’ strategies and designs.

In airports for example, designers are adding more directional signs to floors, to meet older travelers’ tendency to be looking at the floor as they walk. They also are moving away from highly polished, shiny floors, which can appear wet and raise concerns about slipping risks. Because many older customers prefer to go straight to their gate when flying, to avoid any worries about having to hurry through the airport to catch their flight, some destinations also are increasing the number of food and concessions stands located next to gates, rather than keeping them all in the central terminal.

Technology innovations also are changing the service offering for tourism companies. A novel system being tested in a few airports links to hearing aids and sends updated information directly to the devices, like having a guide right in their ears. Aira glasses available in the Seattle-Tacoma Airport establish a wifi link, such that remote guides can see what wearers see and help vision-impaired travelers navigate the often confusing and crowded terminals. At Tampa International Airport—where people 55 years and older account for approximately 40 percent of traffic—a recent redesign created more open spaces, reduced walking distances to gates, and included plans for where human service personnel could stand, so travelers could easily find help when they need it.

Redesigned servicescapes also are appearing in hotels, with innovations such as Marriott’s Studio Commons concept. These suites feature four bedrooms arranged around a common area, so multigenerational families can all stay together but still maintain some privacy. Other room features designed to appeal to older tourists encourage step-in showers instead of bathtubs, extra bright lighting, and power outlets at table level instead of floor level.

Even independent travel service providers are getting in on this trend. A snorkeling company offers a small submersible vehicle, staffed by a pilot, so that grandparents can ride along, participate, and observe the fun their grandchildren are having while snorkeling. An ice cream shop in Ireland that attracts many older tourists ordered new tables with heavier bases, so people could lean on the tabletop to help them stand, without worrying about the table tipping over. Thus the concessions and redesigns are varied, but they all seek a similar goal: Making travel services safe, appealing, and facilitative for seniors.

Discussion Questions:

  1. How might tourism industry service providers uncover other needs of older travelers to inspire further developments to their design strategies?
  2. What other industries might need to make similar modifications to appeal to and serve older consumers effectively?

 

Source: Julie Weed, “More Benches, Special Goggles: Taking Steps to Assist Older Travelers,” The New York Times, April 22, 2019

 

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (74)
  • Chapter 02: Developing Marketing Strategies (131)
  • Chapter 03: Social and Mobile Marketing (153)
  • Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (147)
  • Chapter 05: Analyzing the Marketing Environment (216)
  • Chapter 06: Consumer Behavior (173)
  • Chapter 07: Business-to-Business Marketing (83)
  • Chapter 08: Global Marketing (114)
  • Chapter 09: Segmentation, Targeting and Positioning (146)
  • Chapter 10: Marketing Research (97)
  • Chapter 11: Product Branding and Packaging Decisions (203)
  • Chapter 12: Developing New Products (178)
  • Chapter 13: Services: The Intangible Product (143)
  • Chapter 14: Pricing Concepts for Establishing Value (94)
  • Chapter 15: Strategic Pricing Concepts (91)
  • Chapter 16: Supply Chain Management (107)
  • Chapter 17: Retailing and Multichannel Marketing (202)
  • Chapter 18: Integrated Marketing Communications (161)
  • Chapter 19: Advertising, Public Relations and Sales Promotions (187)
  • Chapter 20: Personal Selling and Sales Management (55)
  • Marketing Tidbits (32)
  • Uncategorized (3)

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