Email posting format Your posting is an email message, sent to Steve. Cut and paste the following into the body of your email. Do not attach a Word file. (First line) Type the source/location of the article. If a web article, give the full web address; if a magazine, the name of the publication, date, and title of the article. Steve will create a hyperlink to the source as noted in the examples below.. (Second paragraph) (Your first name and initial of last name) + 1-2 sentences about the topic/subject of the article (why it's of interest to the class). Do NOT copy the extra wording of the article. (Third paragraph) From the marketer's perspective: Apply marketing terms to the article. Type them in bold. Hopefully you will be able to apply several. (Fourth paragraph) From the consumer's perspective: (Here's your chance to share opinions and reactions. Tell us why you liked/disliked it. Your opinion matters. Or have fun: pose a question, take a survey, or encourage others to comment. Avoid colors, underlining, or adding more than one line return between paragraphs. Edit for efficacy; quality, not quantity.

 

---

Sample previous postings:

Tina says, Frank Meehan, top executive of Hutchinson Whampoa in Hong Kong,
plans to unveil a service that will provide cell phones to consumers for Web use at lower prices.

From a marketer’s perspective, Meehan's marketing strategy is to reach the “90 percent” of consumers that avoid purchasing phones, due to cost constraints.

He has gained the interest of consumers who are reluctant to purchase cell phones. The marketing concept focuses on selling phones at a lower cost compared to Nokia, Motorola, and Apple.

With these sales, Meehan is hoping to channel those new users to Net Services that will be sold by a Hutchinson subsidiary, INQ. The services hope to generate profit margins for Whampoa Industries. Meehan’s ability to identify a need and establish a plan for direct marketing may eventually prove to be competition for US wireless operations in the future.

From a consumer’s perspective, I paid over $100.00 for a phone, plus extra fees for networks, and still am not satisfied with the services. I am thrilled there is an entrepreneur out there who has stumbled upon a new and exciting marketing strategy that has the capability of penetrating those consumers who have been reluctant to purchase mobile phones in the past.

^  top  | question?

Steve: For the first time in 17 years, Southwest Airlines posted a loss.  It is interesting to see this, after we have seen Southwest “marketing” themselves as the airline that “does not charge for things that other airlines charge you for”. 

Albeit, this could be a fluke, but if it was not, I would be interested to see how they increase revenue and do so without “charging you for things that other airlines charge you for”.

From a marketer’s perspective, Southwest’s advertising is effective in that it clearly differentiates itself from other airlines.  Hopefully, if the trend is longstanding, Southwest’s marketing strategy has contingencies built into it, including the possibility of offering other services (billable) that consumers may need, or possibly “think they need” (marketers can create a need), to increase revenue.

From a consumer’s perspective, basically I would furrow my brow if Southwest started charging me for things that they told me they would not charge me for 4 weeks ago.  I give my business to trustworthy and reliable companies. 

Personally, in this case, I would imagine that I would be ok with some charges, but I do ultimately identify Southwest as an airline that offers reasonable fares, with pleasant and fun service.

Chivas says: Marketing Myopia brought to light how marketing is a vital part of an industry’s success but is so often overlooked.  The examples provided throughout the article demonstrate what can go wrong when marketing is neglected.

From a marketer’s perspective: This dated article still holds many truths today.  “Growth Industries” are profit driven.  How can more be done for less to increase the bottom line?

A good marketing strategy must be able to endure change. The product or service provided must be seen on a larger scale (the railroad business versus the transportation business). 

Also, a good marketing strategy has to encompass more than the product itself. 
The consumer must be considered.  Consumers have a great deal of knowledge
about their needs and wants (lag in Detroit). 

An industry also has to acknowledge the realization that competitive substitutes
do exist.  

From a consumer’s perspective: This article helped me see how important marketing to the consumer, can be to an industry’s survival. I especially enjoyed the differentiation in the article about selling and marketing. 

I also agree with the fact that a vigorous leader who can see the big picture is essential to continued success.

(Steve notes: Chivas has pointed on why the marketing concept, in practice, can actually reduce risk. Many organizations have come and gone
by failing to remember that satisfying customers' needs is paramount. That means wearing the hat
of the marketer.)

^  top  | question?

Rajitha discovers that Consumers are switching to store brands as prices continue to rise with the downturn of the economy. 

As a result, there has been an increase in sales which translate to profit for the nation's biggest grocery-sellers (Walmart, Kroger, and Safeway).

From the marketer's perspective: The noted increase in the reliability on store brands by consumers has created a perfect opportunity for private brands to penetrate the market and meet the needs of its customers. The grocery chains are able to reap better profit margins by selling their own brands.

From the consumer's perspective:  As a shopper, I have noticed my own shift these days from buying the popular brands to the "off brands" or store brands that substitute the product. The differences are often hard to notice as the quality has also shown much improvement. 

Of course, the decision may be much harder for those brand loyal customers out there!  I've always leaned more towards quality, so the choice is an easy one especially when what the store brands offer prove to be comparable. Why pay more when you can get the same thing for less?

---

Dawn B. – Levi Strauss & Co. is betting one size can fit all. Levi Strauss is repositioning itself by retooling its signature button-fly 501 jeans so that they will have the same fit in each of the 110 countries in which the jeans are sold.

From the marketer’s perspective: Levi Strauss’s new marketing strategy is to go with a global fit and global campaign because it believes straight-leg jeans are a global fashion trend.

Profits have fallen since 1996 as a result of the product’s low form utility; the company missed trends and failed to respond to the changing wants of its target market.

The 501 jeans are also cheaper to produce, sell, and market. A variety of jeans is just more costly compared to one kind of jeans.

Furthermore, the company’s marketing campaign will include print and television advertising with the slogan and USP, “Live Unbuttoned,” the world over. The company aims to position the product in the consumer’s mind by showing carefree characters letting go of inhibitions.

From the consumer’s perspective: With falling profits, I think that Levi Strauss was in dire need to change its marketing strategy. However, as a consumer, I am not sure that this strategy will be successful.

Consumers and the target market all over the world have different shapes and sizes. Even though the fabric is made to mold to the wearer’s body, the product still may not fit many consumers.

It will be interesting to see how this new global campaign affects consumers and if this product is indeed the right product for its target market.

^  top  | question?