Global Marketing Blog Entry # 11 (25 points)

Market research and determining the needs and wants of your target market are of primary concern to any company.  Read the following case study.

Skateboarding in Brazil...

Skateboarding might seem like an all-American sport, but it is also very popular and competitive around the world.  Brazil has a thriving skateboarding market.  Brazilian skaters started out by making their own skateboards with roller skate trucks and wheels.  Insipired by American products, they often could not afford.  However, what started as tinkering has become a national industry.

Homegrown Success...

Brazil's government is protective of small firms and trademarks and offers incentives to promote internal commerce (business).  Skateboard products are sold mostly through specialty stores.  With imports heavily taxed, domestic brands sell far better than U.S. competitors.   Government policies and taxation were determining factors in the creation of domistic skateboard brands and in the growth of the Brazilian skateboard market.  Skateboarding shoes, accessories, and clothing are now also manufactured in Brazil for Brazilian brands.  The largest brands are Son, Formigao, Perfect Line, and Stage.  Truck brands are Crail, Tracker, and Crazy.  The largest wheel manufacturer is Moska.  Some of these companies have now expanded into exporting their goods throughout South America and to the USA. 

In a two-paragraph response (a least 5 sentences for each paragraph) answer the following questions. In paragraph # 1, discuss the market research process as it relates to determining the needs and wants of customers in a growing market for skateboarding products.  In paragraph # 2, discuss how knowledge regarding a customer's motivation to buy and value system can help in determining needs.

Please sign your name to the bottom of your blog entry.

TV Global Advertising Project Videos! (Global Marketing Students)

http://www.youtube.com/watch?v=FfZ9THopNy4

http://www.youtube.com/watch?v=2GwZtb5OZJA

http://www.youtube.com/watch?v=r3aoZ2T1Nfo

http://www.youtube.com/watch?v=4at454NtET4

http://www.youtube.com/watch?v=_60ExYnzBjk

Marketing One Blog Entry # 10 (25 points)

A Matter of Ethics...

From Wikipedia...

"Business ethics is a form of applied ethics that examines ethical principles and moral or ethical problems that arise in a business environment. It applies to all aspects of business conduct and is relevant to the conduct of individuals and business organizations as a whole."
Read the following business/selling ethics scenario.
 
Sealing a Deal...

A software firm in a medium-sized city has been growing, in part thanks to its popular sports-based video games.  The company has decided to sell stock and become a publicly traded company.  It can use the money it raises to fund new research and development, but it will have to meet a lot of new accounting requirements.  The people who own the company stock will want complete information about the company's financial performance.

Pitching and Wooing...

Accounting firms in the city are desperately trying to get the contract with the software company.  They treat executives and software designers to expensive dinners and tickets to NBA games.  One company is so determined to win the contract that it makes a secret offer to one of the senior executives.  It promises to hire the executive's daughter, who recently graduated from college, but has been having trouble getting a job.

In a two paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss the role of ethics in business and how important you think ethics are to a company's success.  In pargraph # 2, discuss how far you think a company can go to win over a potential customer. 

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Entry # 10 (25 points)

Going Global...

Samsung was founded in 1938.  The name means "three stars" in Korean.  The company originally sold dried Korean fish, vegetables, and fruit to Manchuria and Bejing.  It expanded into several other markets over the years, but it wasn't until the 1980's that Samsung started focusing its efforts on the electronics market.  In the 1990's, Samsung decided to create a global brand name for its products.  it increased the quality of its products through design and innovation.  By 2005, Samsung was rated as the twentieth top brand in the world, ahead of SONY.  Samsung has set a goal of being the world's best.  It has the largest global market share for thirteen of its products.

Samsung has used a variety of strategies to create its global brand image.  It used product placement in the movie The Fantastic Four.  It also tripled the size of its global design staff to meet the design needs for a global marketplace.  Samsung's efforts have paid off.  From 2001 to 2002, Samsung's brand value increased by almost $2 billion.  Its global brand ranking increased by almost 20 percent from 2004 to 2005. 

In a two paragraph response (at least 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, describe the strategy that Samsung is using to create a global brand image.  Describe how this strategy is helping Samsung.  In paragraph # 2, discuss another company you are familiar with that has created a global brand image.  Why do you think this company has been successful and how has their global branding strategy helped them?

Please sign your name to the bottom of your blog entry.

Happy Thanksgiving!!

Dear students,

     I want to wish all of you a happy Thanksgiving.  As you are sitting around the house and hanging out with family and close friends, spending time away from the "grind" of school, work, and other activities that normally fill your days, please do me a small favor. :-)

     Take a few minutes, reflect, and be thankful and grateful for what you have in your life.  Your family, your friends, or anything else you have in your life that you can say, "not everyone in this world has what I have".  I'm not trying to preach to you, I only want you to be "grateful" and "thankful" for what you have, not complain about what you don't have.

     I learned this lesson a few years ago, and it changed my way of thinking and I'm a much happier person as a result.  I enjoy having all of you in class and I'm grateful for the opportunity to have a small impact on your lives.

     Enjoy your break!

Sincerely,

Mr. B

Marketing One Blog Entry # 9 (25 points)

9 Functions of Marketing Review...Risk Management!

Risk Management means preventing your business from any sort of loss or failure.  It is one of the most important of the nine marketing funcitons.  During the holiday season, retailers that are promoting all day sales beginning at 5 am where big lines can form, or are stocking products with extraordinary demand, need to pay particular attention to "rink management" activities.

Here is a short article detailing a few guidelines issued by the National Retail Federation (NRF) for retailers to follow:

As Black Friday Approaches, NRF Releases Crowd Management Guidelines for Retailers

Washington, November 9, 2009 – As one of the busiest shopping days of the year approaches, retailers are focusing on one key component of their holiday plans: crowd control. With the help of several retailers and their loss prevention teams, the National Retail Federation has released Crowd Management Guidelines in addition to a step-by-step checklist for retailers planning for holiday crowds. The set of guidelines also addresses unexpected emergency management of crowds.

“With Black Friday upon us, retailers are reviewing their contingency plans to make sure store associates and security are well prepared for the big day,” said Joe LaRocca, Senior Asset Protection Advisor, NRF. “Whether it’s the holiday season, a celebrity appearance or an unplanned situation that requires security, retailers are constantly planning and preparing for even the most chaotic situations.”

The guidelines outline the following essential components of a crowd control and/or emergency plan, including:

• Promotional/holiday sales and special events

• Sales and events versus emergency management crowd controls

• Mall-based retailers versus non mall-based retailers

• Crowd management guidelines references and contingency plans

In addition to the outlined assessments, the guidelines also offer specific checklists for retailers to use when working on a crowd control plan. Event type, staffing and training, communication, physical and environmental considerations and line formations are among a few of the factors that retailers should take into account for their emergency and crowd control plans.

The National Retail Federation is the world’s largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry’s key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.

This short video clip from the movie "Jingle All the Way", provides an example of what can happen when demand is high for a particular product around the holiday season.

http://www.spike.com/video/toy-lottery/2907543

In a two paragraph response (at least 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, after reading the article above, why do you think it's important for retailers to adhere to the guidelines issued by the NRF?  In paragraph # 2, write about a business that you are familiar with and some of risk management activities that you think they are engaged in?  Why are these activities so important to their business success?

Please write your name at the bottom of your blog entry.

Global Marketing Blog Entry # 9 (25 points)

Going Global!

When BMW looked for a new international advertising agency, it didn't want to change it's slogan,"the ultimate driving machine".  BMW has a clear idea of the brand values it wants to communicate to its target audience.  Those brand values are technology, quality, performance, and exclusivity.  BMW uses these four brand values consistently across its advertising campaigns.  These brand values are expressed differently based on the economic, environmental, and competitive changes in each market.

BMW's advertising focuses entirely on the cars.  It uses a wide media mix to reach audiences.  The advertising agencies that BMW uses must be able to develop campaigns that will be effective in multiple markets.  In the United Kingdom, BMW uses television to help brand new car launches.  Radio is used for regional markets.  Print advertising appears in lifestyle magazines to enhance brand image.  Outdoor campaigns are used for high-impact, high-awareness branding for new car launches.

BMW launched a very creative set of short films.  These films originally were designed for the Internet.  They also have been used in move theatres and on television.  The online BMW short films have been viewed more than ten million times since they were first launched in April 2001.

In a two paragraph response (at least 5 sentences for each paragraph) answer the following questions.  In paragraph # 1, explain BMW's advertising strategy and give a brief description of their target audience .  In paragraph # 2, discuss why this would be an effective approach to reach its target audience.

Please sign your name to the bottom of your blog entry.

Marketing One Blog Entry # 8 (25 points)

Cyber Marketing...TV and Internet Economics

When Toyota, a television sponsor of Desperate Housewives, found out the show woud be available to on-line viewers, it could have pulled its support.  Instead, Toyota signed on to sponsor the on-line version as well.

Toyota views the Internet as a way to complement the older technology of television.  The Internet gives viewers more choices about when they can view their favorite shows.  Toyota benefits from the increased exposure both on television and the Internet.

In a two paragraph response, answer the following questions.  In paragraph # 1, what are some additional options for on-line viewers of traditional television shows?  Do you think the Internet will totally replace television?  Why or why not?  In paragraph # 2, discuss your thoughts about on-line advertising.  Is it worth it for companies to spend money on it?  Why or why not?

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Entry # 8 (25 points)

Marketing Myths...

Technology can be a blessing and a curse.  Computer manufacturer Dell Inc. learned the hard way that Internet-based blogs can point out problems to the entire world.  A blog is a web log, or a series of posts on the Internet.

A Dell customer ran into problems with his Dell laptop.  He called the technology support center and was routed to India.  After a series of frustrating calls, he vented his anger in an online blog.  This post led to a number of other Dell buyers adding to the blog and angrily commenting on their experiences with Dell's service.

Dell responded by promising to improve its service center support system.  Dell learned that the Internet is a powerful communication system, not just for selling products but also for lodging complaints.

In a two paragraph response answer the following questions.  In paragraph # 1, other than to lodge complaints, describe how else existing and potential customers can use blogs.  In paragraph # 2, explain why Dell had to react to a relatively small number of customer complaints in online blogs.  Please be creative with your responses.  Do not just restate what is written in the short article.

Please sign your name to the bottom of your blog entry.

Newseum Pictures Posted!

Fun time!  So much to see, so little time...

Click on "my gallery" to see the picture album.

Mr. B

Marketing One Blog Entry # 7 (25 points)

Case Study...Changing Channels

Gateway Computers was founded with a $10,000 loan by Theordore Waitt on his parents' Iowa farm in 1985.  It grew to become a or computer producer, selling directly to consumers over the phone and on the Web.  After aquiring eManchines, a low-end PC company, early in 2004, Gateway was the number three PC producer in the USA.

In 1996, Gateway became the first "brick-and-clicks" computer seller (with both online sales and its own stores).  There were over 300 Gateway stires where consumers could order computers for delivery.

The Wrong Channel?

Company stores were never profitable, and in April 2004 Gateway closed all its stores, returning to phone and Web-based sales.  eManchines had been available at other retail outlets, including Best Buy, and Gateway expanded into that channel for its own branded computers and consumer electronics.

Part of being a direct distributor is developing an especially close relationship with customers.  Selling Gateway products in third party retail outlets will affect the control the company has over that relationship, but there is a trade-off in terms of a wider market for Gateway.

In a two paragraph response, answer the following questions.  In paragraph # 1, discuss the reasons can a direct distributor have to open a brick-and-mortar or brick-and-clicks operations?  In paragraph # 2, discuss the direct distribution methods of Apple?  Do you think they do a good job?  Why or why not?

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Entry # 7 (25 points)

Entering the Tech Zone!

Electronic media such as the Internet, cellular phones, and Internet-linked, high definition television take advantage of three major technologies.  The first is the communication superhighway.  This technology includes the global telecommunication networks that use land lines, wireless, and satellite networks.  The second technology is the use of hyperlinks.  These hyper-links are programmed "go to" commands.  For example, clicking on a hyper-link will take an individual to a specific place on the Internet.  The third technology is the use of databases.  These databases store, organize, and search through massive amounts of data.  Together these technologies are transforming advertising.

Electronic media are gaining an increasing share of the advertising dollars because they have a number of major advantages over traditional media.  A campany can host its own website.  The website allows users to view ads by accessing links that they have actively selected.  Databases also can keep track of who is viewing, what they view, and how long they view.  Electronic media also bring down the cost of delivering ads.  Use of electronic media can limit the amount of advertising needed in traditional media.

In 2 paragraphs, answer the following questions.  In paragraph # 1, describe the technologies used by electronic media and explain the advantages of using these technologies in the communication process.  In paragraph # 2, write your thoughts about the use or over use of electronic media.  What do you think is the most effective use of electronic media?  Why?

Please sign your name to the bottom of your blog entry.

New Marketing Student Pictures!!

Students~

Make sure you check out the updated picasa photostream gallery!  Click on "view my gallery" and they are all there.  New pictures of student presentations and DECA DLC have been added.  Enjoy!

Mr. B

Marketing One Blog Entry # 6 (25 points)

A Matter of Ethics:

Hold the Sugar

Suppose you are developing a new low-sugar doughnut.  the new doughnut is designed to attract dieters and diabetics.  A regular, glazed doughnut has 10 grams of sugar and 200 calories.   More than half of the calories come from the 12 grams of fat.

Fast food makers are introducing lower calorie products because of the changing diet trends.  In addition, consumers have filed lawsuits in which they claim that their health has been adversely affected by foods that are high in fat and sugar.

In 2004, the U.S. House of Representatives passed legislation that would ban lawsuits seeking damages because fast food caused weight gain or health problems resulting in obesity.  Proponents of the so called cheeseburger bill argue that such lawsuits are frivilous and ignore personal responsibility for healthy eating.  Opponents of the bill argue that the fast food industry should not be given federal protection from such lawsuits.

In a response of at least 5 sentences, answer the following question.  Do you think that companies should be immune from lawsuits over their food content?  Why or why not?

Please sign your name to the bottom of your blog entry.

DECA DLC Pictures. Thanks Yohana!

Here are some pictures that are posted on the EHS DECA Facebook page.  Thanks to Yohana (EHS DECA chapter President) for posting them.  If you haven't joined the page, what are you waiting for???

Check out JD resting up for his big win...You guys look great!