MKTG 25010 Lecture 1 & 2 Marketing in the News
MKTG 25010 Lecture 1 & 2 Marketing in the News MKTG - 25010 - 003
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This 3 page Class Notes was uploaded by Kathryn Notetaker on Monday September 21, 2015. The Class Notes belongs to MKTG - 25010 - 003 at Kent State University taught by Lawrence J. Marks (P) in Fall 2015. Since its upload, it has received 52 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at Kent State University.
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Date Created: 09/21/15
Marketing in the News 9215lecture 1 oz amazon axes hardware projects after re phone failure 0 00 gt an amazon exec revealed that the company39s continuing to develop more re phones despite the rst one s failure to sell new products are key to growth but are hard to get right according to wall st journal amazon39s shelving future phone plans aong other projects and has even laid off a number of engineers from its secret silicon valley hardware development center same facility responsible for re tablets tv ampphone the dash button and echo speakervoice activated assistant the re phone39s failure to sell which led to a 170 million loss forced company to merge stop or scale back many of its projects in addition to cutting jobs amazon hasn39t given up completely pushing through with the development of a tablet with a 3d display highend kitchen computer called Kabinet which will be able to take voice commands like the Echo and serve as the hub of an internetconnected home battery that can power kindle ereaders for a whole 2 years on a single charge Tracking competition is important in marketing planning Xerox takes a stand on the world of Work in a new brand effort gt V VVV VV V V launched its rst campaign in 2 years 1St new brand effort under CMO john Kennedy39s watch since joining last summer quotwork can work betterquot goes beyond 201339s quotMade Simplequot campaign in its ambition to not just de ne what the company is and what it is not but rather highlight the work processes it improves Ad strategy The brand strategy seeks to address the way people use and can bene t from technology not just address the mechanics of the technology efforts include a multimedia campaign and a relaunch of the Xerox website Tv spots break today as do digital ads and print ads that debut at the US open of which Xerox Is a sponsor after launching in the US the campaign will break in the UK the new websit will roll out globally thereafter an quotintegrated marketing communicationquot strategy global marketing root of brand initiative is a desire to seal the company39s evolution from copier company to worksolutions provider creating a brand image in the mind of the 323 consumer consumers don39t buy from companies they don39t understand about 40 of their business is document technology still a marketshare leader there proud of that equity but made an acquisition of ACS about 6 years ago which made them a leader in the businessservices segment overnight o 99 past campaigns were about educating the audience on how Xerox had changed on what Xerox was not we live in a world today where our audience is increasingly dif cult to connect with the new campaign re ects a point of view that Xerox has on the business landscapequot communication strategy focusing on quotcore brand purpose39 customs seizes 1 million in bogus designer handbags VVVVVV seized more than 1 million in counterfeit designer handbags at Miami seaport largest busts there this year US customs and border protection of cers snagged more than 2300 bogus Gucci and LV handbags that arrived at the port in shipment from china an intellectual property right review of 20 cartons turned up 1200 fake Gucci handbags and 1195 counterfeit louis Vuitton handbags feds have seized a total of 342 million worth of fake handbags and wallets in scal year 2014 last year cbp made more than 23000 seizures of counterfeit goods worth an estimated 12 billion Intellectual property theft and counterfeiting steal sales and pro ts from marketers every year ethics in marketingbusiness 9415lecture 2 00 Google has a new logo 9 go gt gt brand logos are one important way that companies communicate their brand image to consumers the company writes that its new simple uncluttered colorful friendly logo better re ects the different ways people interact with google on their smart phones watches tv39s cars or desktop computers as the brand or consumers change the logo may need to be updated to be current and quotrelevantquot the news comes not long after the big corporate reconstructuring that turn Google into a subsidiary of a new parent company called Alphabet run by larry page Huge athletic brand is building a threat to Lululemon gt gt gt new balance wants a share of the athleisure market brand is launching a new line importance of tracking competition new balance is also planning to mail a catalog to more than 1 million US women communication strategy quotnb women represent our commitment to place the athletic female athlete center of everything we do we are 100 inspired by her and 100 in service to herquot focusing on the target market the athleisure sector is an incredibly competitive department and right now lululemon is on top market competition under armour victoria39s secret dick39s sporting good are competitiors with lululemon new balance is investing heavily in this market O 00 gt gt a new multimillion dollar campaign speci cally targeting female customers will launch sept 8 earlier this year new balance launched its massive rst ever global marketing push quotalways in betaquot as an attempt to show how new balance is both tech savvy and a choice for toptier athletes importance of global marketing new balance is growing rapidly faster than nike new balance39s annual revenue has grown 15 on average over the last ve years while nike has only grown by about 10 growth is an important strategic goal for most rms Delta lands handson deals with universities to reach future customers gt delta air lines will make efforts to reach college students signed a deal with 9 universities nationwide to embed the airline and its employees in campus and alumni events academics and career recruiting and counseling all in an effort to become a lifelong travel partner to future customersquot reaching the target market developing quotcustomer relationshipquot via marketing delta will have its employees provide handson assistance as freshmen move into their dorms create a delta celebration grill at select college football tailgate parties have a presence during midnight madness at the start of the 201516 college basketball season and partner with local alumni association chapters to participate in football watch parties connecting with the consumer in quotmeaningful waysquot delta said that it gathered a quotteam of college seniors to help gain insight into the needs of its next generation of customers research to understand the consumer and their needs delta said it would support select students for study abroad or alternative spring break travel allowing students to participate in volunteer activities worldwidequot explore ways to continue to reach beyond athletics with quotopportunities to complement academics with events such as clevel executive summits at select schools and more robust oncampus recruiting programs getting positive quotPRquot providing customer value in new ways ultimately we believe this will positon delta as their trusted partner over a lifetime of travel
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