Sci Fi becomes Syfy

Posted by & filed under Part 4: Marketing Management.

Science Fiction Cable TV network undergoes an overhaul, changing its brand image and name.

Source: CNNMoney – video report
 
Date: 7/06/2009

Keys: Marketing, target market, branding, re-positioning, consumer behavior, new product development

Link: http://money.cnn.com/video/fortune/2009/07/06/f_scifi_rebrand_syfy.fortune/

Questions for discussion: 

  • Who do you think is the target market for this firm today?
  • Do you think the target market will likely change in the future with their new marketing strategies?
  • Do you think the new strategies will result in growth? Explain where this growth is likely to come from.
  • Which products would you put at the forefront for development? Why?
  • How would you tie marketing strategies to the sale of games and their associated television programming and movies?

Marketers to Cut U.S. Social Network Ad Spend in ’09

Posted by & filed under Part 4: Marketing Management.

EMarketer has sharply lowered its outlook for ad spending on social networks in this country. A new report from the researcher finds such expenditures will fall 3 percent to $1.1 billion this year as marketers continue their retrenchment in the poor economy.

Source: Clickz.com

Date: 7/09/2009

Keys: Advertising, Internet technology

Link: http://www.clickz.com/3634342

Questions for discussion:

  • Do you think social media sites are likely to see greater advertising revenues over the next five years? Why?
  • What would you do to increase the advertising design appeal to users on one social media site such as Facebook?
  •  What are the some of the advantages to advertising on social media sites in comparison to other websites?
  • What advantage or disadvantage is there to an advertiser to reach their target market through a social media site instead of other media such as television or magazines?

What Chrome OS has on Windows that Linux doesn’t

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Google’s Chrome OS isn’t the first operating system to challenge Microsoft Windows’ commanding lead. But it’s got an advantage that other rivals such as Linux lacked: the Web.

Source: CNET News

Date: 7/09/2009

Keys: Marketing, new product development, new technologies

Link: http://news.cnet.com/8301-17939_109-10282442-2.html?tag=newsEditorsPicksArea.0 

Questions for discussion:

  • Do you think Chrome OS will succeed where others have failed to take significant market share away from Microsoft?
  •  Which factors support confidence in Google’s potential to succeed and which suggest great difficulty?
  •  Which strategies would you suggest to Google if it is to persuade current Window users to switch over to Chrome?
  •  What would you recommend to Microsoft if it is to defend its long dominant leadership in this software category?
  •  What do you think this product category market will look like in five years – in terms of the number of competitors, market share, and brands?

Brand Barbie gets a makeover

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Pushing 50, the iconic doll had lost her mojo. Richard Dickson is making her hot again.

Source: CNNMoney.com

Date: 7/10/2009

Keys: Marketing, target market, branding, re-positioning, consumer behavior, new product development

Link:  http://money.cnn.com/2009/07/09/news/companies/mattel_barbie_makeover.fortune/index.htm?postversion=2009071008

Questions for discussion:

  • Summarize the reasons given for the successful rejuvenation of sales?
  • What other reasons do you think might also have contributed to this change for the better?
  • What would you do to expand on this success? Explain your thinking.

Ford: Consumers want green cars

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The Ford chairman says higher gas prices and better quality hybrids have led to changes in buyer behavior.

Source: CNNMoney – video report

Date: 7/01/2009

Keys: Marketing, consumer behavior, new product development

Link: http://money.cnn.com

Questions for discussion:

  • What are some of the reasons Bill Ford thinks consumers have avoided buying into “green cars” in the past?
  • Do you believe the green products offered today will be successful in the marketplace? Explain your answer.
  • What product features do you think are of greatest importance to customers? Explain how you think a customer would make their decision.

Job market takes turn for worse

Posted by & filed under Uncategorized.

Employers cut more jobs than expected in June and unemployment rate climbed for the ninth straight month, hitting 9.5%.

Source: CNNMoney.com

Date: 7/03/2009

Keys: Economic activity, business cycle, government

Link: http://money.cnn.com

Questions for discussion:

  • What does the high level of unemployment suggest about the current and future state of business activities? Explain your thinking.
  • Why are the numbers of unemployed people an important concern for predicting the future of economic activity?
  • Is there a positive side to these high figures? Explain your answer.

Fisker’s good Karma

Posted by & filed under Uncategorized.

Among the different alternative-fuel strategies playing out, Henrik Fisker is betting big on plug-in hybrids. At a recent dinner speech, he said plug-in hybrids, or PHEVs, will be the dominant type of car for the next 10 to 15 years. And he has reason to hope that will be the case as his start-up company, Fisker Automotive, launches the Karma sedan, with its PHEV power train, in June of next year.

Source: CNET News

Date: 7/02/2009

Keys: Marketing, new product development, new technologies, management

Link: http://reviews.cnet.com/8301-13746_7-10278455-48.html?tag=mncol

Questions for discussion:

  • Does Fisker Automotive represent a real threat to the giant automobile firms like Ford and Toyota?
  • What do you think the target market will like about this product?
  • Is there anything the customer will not like?
  • Do you believe the product will succeed in the marketplace? Explain your answers.

Anti-Smoking Campaign Hits Up Music Site for Social Media Outreach

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The anti-smoking Truth campaign has turned to ad-supported music site Imeem for its most extensive social media effort thus far, a multi-band concert that was streamed live on the site following a month of interactive promotions.

Source: Clickz.com

Date: 6/29/2009

Keys: Advertising, social marketing, Internet technology

Link: http://www.clickz.com/3634240

Questions for discussion:

  • Do you think this sort of approach to “social marketing” issues like anti-smoking, will be more successful than other communication strategies? Explain your answer.
  • What do you think is the best way to persuade people in this target market not to smoke tobacco? Explain your answer.
  • Do you think “fear-based” advertising works?  Why or why not?

GM name still has value

Posted by & filed under Uncategorized.

CEO Fritz Henderson says the automaker has no plans to change its name.

Source: CNNMoney – video report

Date: 6/23/2009

Keys: Marketing, brands, new product development, management

Link: http://money.cnn.com

Questions for discussion:

  • Does this interview with Fritz Henderson suggest to you that GM management will be changing the direction of the firm for the better? Explain your answer.
  • Do you think changing the GM brand, logos, and trademarks would help or hurt future marketing strategies?
  • What changes, if any, would you consider? Explain your thinking.

China’s new frontier

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Chinese telecom-gear makers Huawei and ZTE have already conquered Africa and Asia. Next stop: Latin America.

Source: CNNMoney.com

Date: 6/25/2009

Keys: International business, marketing, pricing, government

Link: http://money.cnn.com

Questions for discussion:

  • Are you surprised by China’s successful pricing strategy?
  • What can global competitors do in response to Chinese low-price strategies?
  • Are there lessons to be learned that relate to other industries such as automobiles, trucks, and other transportation vehicles? Explain your thinking.