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     您目前瀏覽的的主題是Marketing


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 CasesCat Owners Are More Cautious Consumers Than Dog Owners
作者姓名:Meeker, Amy
商品類型:Cases商品編號:F2302B
出版日期:2023/03/01 

A new series of studies shows that cat owners are drawn to products that reduce risk and prevent problems, while dog owners prefer products that promise gains. That has implications for the messages marketers craft and even for policy makers trying to influence consumer behavior.

 CasesWhat Psychological Targeting Can Do
作者姓名:Matz, Sandra
商品類型:Cases商品編號:R2302K
出版日期:2023/03/01 

Controversy has swirled around psychological targeting-the practice of influencing people''s behavior by mining their digital footprints, identifying their personality traits, and then tailoring messages to them. Because it was misused to try to sway votes during recent elections, some have made it out to be a brainwashing tool. That''s simply a myth, explains Sandra Matz, a leading expert on it (who actually helped break the election .....more

 SupplementThe Swatch Group (B): Omega X Swatch
作者姓名:Deshpande, Rohit
商品類型:Supplement商品編號:9-523-077
出版日期:2023/02/21商品頁數:3p

In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega''s most legendary watches. The launch created a frenzy among watch fans worldwide, with huge lines forming outside of the select Swatch stores selling the product and with social media channels lighting up. The case discusses some of the initial reactions to the .....more

 Cases3 Mistakes First-Time Marketers and Product Designers Make
作者姓名:Fong, Gina
商品類型:Cases商品編號:H07HU6
出版日期:2023/02/17 

Being more customer centric starts with being a thoughtful gift giver.

 CaseAmazon Vs Walmart: Clash of Business Models
作者姓名:Kumar, Nirmalya;Mittal, Sheetal
商品類型:Case商品編號:001SMU
出版日期:2023/01/29商品頁數:26p

Set in 2021, this case describes how Amazon and Walmart have been two of the most successful retailers in history and are responsible for changing the rules of the game in the retail industry in the US. Over the years, the two firms had perfected contrasting business models to enable their dominance on the respective offline and online retailing. Walmart''s model of low prices and strategic partnerships with suppliers had redefined supply .....more

 CaseDisney+ and Machine Learning in the Streaming Age
作者姓名:McTigue, Kevin;Anderson, Theo
商品類型:Case商品編號:KE1251
出版日期:2023/01/27商品頁數:13p

Machine learning has been used to create value in various ways across a broad swath of industries. In this case, students will explore uses for machine learning in the context of the launch of the Disney+ streaming service in November 2019. At the time of the case, Disney already operated two streaming platforms, Hulu and ESPN+. Its new streaming service would launch with an archive of roughly 7,500 TV episodes and 500 films, including wildly popular .....more

 CaseLayla''s Delicacies: Scaling Up a Small Business with Insights from Marketing Research
作者姓名:Jedidi, Kamel;Morais, Robert
商品類型:Case商品編號:CU360
出版日期:2023/01/12商品頁數:13p

From modest beginnings in 2018, selling to a few enthusiasts from her apartment, Madame Berrima quickly built Layla''s Delicacies, an exotic Tunisian pastries company, into a thriving mail order business. Her sweets were handmade, customers posted rave reviews, and the New York Times attested to the product line''s authenticity. The company invested heavily in product design, packaging, and branding and rode a wave of popularity of .....more

 CasesThe Best Way to Name a New Product
作者姓名: 
商品類型:Cases商品編號:F2301A
出版日期:2023/01/01 

When an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying it to an existing brand (as was the case for Cherry Coke and Avon Hand Lotion) is tempting. Customers are more likely to try a new product with a familiar association, and companies have to expend fewer marketing resources to launch it. But the strategy has risks, too: Weak or failed brand extensions .....more

 CasesExpand Your Pricing Paradigm
作者姓名:Mohammed, Rafi
商品類型:Cases商品編號:R2301D
出版日期:2023/01/01 

With inflation high, a global recession possible, and consumers spending carefully, many companies are concerned about preserving profit margins. In this article, pricing consultant Rafi Mohammed argues that instead of simply adjusting prices, firms should consider adding new ways to charge customers. He outlines 18 different pricing tactics that can be used for various purposes: to accommodate buyers with different usage needs, to appeal to people .....more

 CaseMission Produce in 2022
作者姓名:Reinhardt, Forest L.;Alvarez, Jose B.;Kindred, Natalie
商品類型:Case商品編號:9-723-026
出版日期:2022/12/14商品頁數:30p