Blog#5: What is Your Vision for the Future of Retailing?

18 04 2017

Our module on supply chain management and retailing includes an overview of retailing trends. The concept of omnichannel retailing is a hot button issue for marketers. In today’s digital world, manufacturers and retailers need to determine the optimal in-store, online, and mobile experiences desired by their guests. Beyond in-store experiences, marketers also must consider how changes to the store impact other aspects of the supply chain and distribution strategy. Manufacturers for instance might be interested in how retailers can enhance their brand’s experience for the retailer’s customers both in-store and online leading to different distribution partnerships. Retailers also need to determine how to integrate online and offline business practices related to in-store pick-up/returns, online visibility of in-store inventory, mobile payment, among other aspects.

While the Internet has created several online-only retailers, we are also seeing online-only retailers look at adding brick-and-mortar showrooms. Warby Parker and BlueNile are two examples that comes to mind. Direct-to-consumer retailing models like Dollar Shave Club and others have also blossomed over the last few years. Additionally, you have Amazon.com increasingly pushing boundaries with same-day shipping and pushing forward with drone deliveries. Retailers are even looking at how Uber can be used for home deliveries. Clearly a lot is going on in terms of the “place” component of the marketing mix.

Please watch the following video’s:

Omnichannel Retailing

Rebecca Minkoff’s Store Of The Future Will Blow Your Mind

Retail Hero: Macy’s, Chief Omnichannel Officer

150 words: Given the videos on the future of retailing in our module and your experiences, what do you think the future in-store shopper will expect from their experience? What do you think it will take to deliver on these expectations over the next few years? Finally, what retailers do you think are best positioned to deliver on this promise right now?

Due Sunday April 23rd.



Blog # 4 Dynamic Pricing: Is it Good or Bad for Consumers & Marketers?

4 04 2017

While hotels and airlines have used dynamic pricing for a long time, the last few years have seen an increase in marketers using dynamic pricing to offer their product/service to consumers at the right price based on time or other factors that allow the company to maximize profit. In the age of “big data” and multi-channel shoppers, retailers and manufacturers have a massive amount of information to use to create dynamic prices. Amazon.com and other e-commerce retailers have popularized this pricing method. But they are not the only ones taking advantage of frequent and real-time pricing strategies.

As an example, a number of professional and collegiate sporting events now price tickets based on demand and offer dynamic pricing instead of standard ticket prices for all games. Bloomberg Business reported certain ski resorts started testing dynamic pricing models in February 2015. Uber’s innovative disruption on taxi services also uses dynamic pricing based on demand, weather conditions, driver availability and other factors. However, posts from Forbes.com and MIT Technology Review suggest consumers may not always be happy with this type of pricing strategy, suggesting marketers must carefully consider the impact of dynamic pricing on consumer attitudes and behaviors.

Marketers continue to use dynamic pricing as a method to increase profit margins in today’s data-driven world.

Assignment: After reading  Greg Petro’s article on dynamic pricing which appeared on Forbes.com. Blog on dynamic pricing and when/where marketers might use it, what ethical concerns do you think consumers might have about marketers using dynamic pricing? Why?

At least 150 words posted by April 9th at 11:00 pm worth 10 points.

 



Blog #3: Harley Davidson (STP)

28 02 2017

Please read the assigned chapter 9, and watch the below videos showing traditional Harley Davidson Segmentation, Targeting and Positioning: Kid Rock commercial and then watch the new Harley Davidson STP commercial. Markets may be segmented in many ways. In this post, we will consider the lifestyle psychographic segmentation as it relates to Harley Davidson.  For many years Harley Davidson focused on men older than 35 years old that wanted to be like Dennis Hopper in Easy Rider.

New Harley Davidson STP Commercial

Kid Rock and Harley Davidson

Now pick one of the four Haley Davidson Segments, targets, and positioning:

  • Men older than 35
  • Young adults (both genders 18-34)
  • Woman older than 35
  • Diverse (men & women, African American and Hispanic, older than 35)

Please post in 150 words or more on why do think Harley Davidson made the segmentation and targeting change after all these years? What kind of marketing vehicles (TV, Radio, Social Media, Mobile, Events…..) would you use now to reach the target audience you choice?  Why do think this would work. Due March 5th.



Blog #2: Levi’s, SWOT and Sustainability

2 02 2017

As part of our lecture on marketing strategy and plans a key element of the marketing process is conducting a SWOT (Strength, Weakness, Opportunity and Threats analysis). This week we will look at Levi’s marketing strategy. You should also visit Levi’s Website  before posting on the blog.

Read the rest of this entry »



Blog #1: How many ads do you see in a day?

19 01 2017

Most people do not realize how many times marketing touches their lives in a day. As an experiment I would like you to keep a diary for the next three days.  Watch the video for instruction and post the following:

  • Keep a diary and count the number of ads you see in three days
  • Organize them TV, Radio, Print, On-line, Social Media and in-store.
  • How long did it take you to reach 50?
  • What was your favorite ad and why.

Blog # 1 Video



Welcome to UW-Whitewater Marketing 311-01 blog!

25 08 2016

As laid out in the Syllabus we will be posting marketing videos on this blog. It will require you review the video and make insightful comments. Please relate the video to the information we covered in class and your daily life.