This gallery contains 1 photo.
Even as scooters appear in more and more cities, the market has not been clearly defined. Consumers and potential riders …
Creating a New Transportation Market: The Lime Line of Rental Scooters
16 Monday Sep 2019
Category Archives: Chapter 02: Developing Marketing Strategies
Have You See the One About JS Watch Company? A Luxury Marketing and Pricing Strategy that Doesn’t Take Itself Too Seriously
11 Monday Mar 2019
This gallery contains 1 photo.
Four guys walk into a shop … and make watches. It sounds like the start of a joke, but the …
Making Technology Personal: How Wayfair Is Leveraging High-Tech Tools to Connect with Consumers
10 Thursday Jan 2019
Tags
This gallery contains 13 photos.
The furniture retailer Wayfair was among the first e-commerce sites in its industry, and its first-mover status continues to inform …
Loyal Customers Don’t Like Change: The Challenges for Marriott in Adjusting Its Loyalty Program
18 Tuesday Dec 2018
After Marriott purchased Starwood Hotels and its various brands, it initially kept the loyalty programs associated with the different brands …
Creating a Market for a New Segment: How Worthy Establishes the Value of Its Services for Divorced People
14 Wednesday Feb 2018
This gallery contains 1 photo.
Conventional segmentation strategies might distinguish singles from families. But the auction site Worthy goes a step further, specifically targeting people …
Marketing Charity
23 Monday Oct 2017
This gallery contains 1 photo.
Charitable and nonprofit organizations face something of a dilemma. To introduce themselves to potential donors and beneficiaries, they have to …
A Price Cut or a Competitive Marketing Tactic? Amazon’s Price Drop at Whole Foods Is Both
12 Thursday Oct 2017
This gallery contains 1 photo.
When Amazon announced that it was purchasing Whole Foods, it also nearly immediately announced a big change: The prices at …
“If You Win on Amazon, You Win, Period”: The Marketing Revolution Sparked by Amazon’s Complete Dominance
06 Wednesday Sep 2017
This gallery contains 1 photo.
Because Amazon is basically in charge of everything, we would be remiss if we failed to acknowledge its effects on …
Starting at Zero: Reconsidering an Old Technique for Defining Marketing Budgets
19 Monday Jun 2017
This gallery contains 1 photo.
When companies establish their annual marketing budget for the coming year, they often look at their most recent past budget. …
“Vile and Amazing”: How a Taco that Consumers Despise and Also Cannot Get Enough of Gives Jack in the Box a Sustainable Advantage
23 Monday Jan 2017
This gallery contains 1 photo.
We all know that fast food is not the healthiest choice, and yet most consumers rely on these options at …
