Longchamp: Case Notes
Grandfather of todays CEOs started covering pipes in fine leather to sell
to American soldiers in the 1948 post-war period visiting Paris
Innovative means of sale: on trans-Atlantic steamboats and airport
The X-Box Launch in Korea Case Notes
Microsoft launched Xbox in USA, Japan, Europe, and Australia now
aiming at Asian markets (Korea, Hong Kong, Taiwan, and Singapore)
Xbox unveiled in 2000 by Bill Gates
o Been in computer game market
o Now competing in h
J.C. Penney: Case Notes
Loss in first quarter after rebranding in 2012
Fair and Square pricing meant to offer great everyday low prices and fewer
promotions change from high-low pricing
Sales declined in about 2008 and William Ackman for JC Penney vouc
Eileen Fisher: Case Notes
Eileen Fischer started designing for women in 1984 with the mission of
changing womens fashion options: classic and stylish and chic designs
Simple pieces, Continuity is key!, passion pieces
Three seasons: fall, resort, spring an
Best Buy Showrooming Case Notes
Showrooming: go to see products in store, linger, but search for the best
deal online or elsewhere
People went to stores, but found the best deal online
Best Buy promised to price match competitors
Online sales rose after r
foursquare Case Notes
Founders Dennis Crowley and Naveen Selvadurai created foursquare and
after 2 years of their brand, they sold it to a venture capitalist firm for
Facing competition other location-based check-in services were
FitBit Case Notes
Founded as Healthy Metrics Research, Inc. in March 2007 went public
in 2015 with 7 products on the market
Partnered with Tory Burch in 2015 to make the wearable objects trendier
CEO James Park saw his company not merely as a hardware
Abercrombie and Fitch
Started in 1892 in NY as a sporting goods company by David T.
Abercrombie and Ezra H. Fitz
o Owners saw two different visions and Abercrombie resigned in
o Presidents and Amelia Earhart were some major figures to wear
CASE STUDY # 3
1. What were the primary and secondary data sources the NorEasters Marketing Manager
gathered as part of his market research?
Buckingham gathered primary data for the market research by conductin
CASE STUDY #5
In order to successfully branch into retail sales, Zombeads could target various market
segments. The best recommendation for Zombeads would be to go international, making use of
geographical segmentation. Th
Case Study 2
24th February 2014
1) As a brand, how is Old Spice currently positioned in consumers minds?
The company has a big reputation in the deodorant market with a 22.8% category dollar share and a
24.9 category volume sh
CASE STUDY # 4
1. Identify and briefly describe the three primary changes in the marketing environment that
explain why Altius is losing market share?
Altius had been losing market share since the recession. Th
CASE STUDY #6
Q1. Imagine you are a brand manager at Olympic. What do you think is the most important strength and
most important weakness of Olympics existing loyalty program, and why?
The most important strength for Olympics
1. Define Global Marketing
2. Standardization vs Adaptation
3. Why Go Global?
4. Global Expansion Strategies.
5. Global Market Opportunities
6. Discuss the driving and restraining forces affecting global integration today.
What Is Mark
1. Compare and contrast types of economic systems that are found in the
different regions of the world.
2. Explain the stages of economic development used by the World Bank and
identify the key emerging country markets at each stage of devel
Political and Legal Environments.
1. Understand the elements of a countrys political environment that can impact
global marketing activities.
2. Sidestepping legal issues.
3. Conflict Resolution.
Global marketing activit
Social and Cultural Environments
1. Define culture and identify the various expressions and manifestations of
2. Determine how culture impacts marketing strategies.
3. Cultural myopia and the self-reference criterion.
1. Explain the role of the WTO in facilitating global trade relations among
2. Compare and contrast the four main categories of preferential trade
3. Explain the trade relationship dynamics among signatories of NAFTA.
1. Key indicators to consider while selecting global markets.
2. Standardization and adaptation of the marketing mix.
3. Ethnocentric management approach.
4. Global market potential.
Apple is a market leader in the iPad marke
McDonald's Russia Managing a Crisis
1. What problem was McDonalds Russia facing ?
2. What had caused this problem ?
1. Sales volumes where going down.
2. Economy was in free fall.
- Crude oil prices fell
- Low productivity
- High unemployment.
The Sport Product
Week 6 Chapter 6
To recognize the elements of the sport product that contribute to its
uniqueness in the wider marketplace of goods and services
To learn the process involved in product development as well as its
Sales and Service
Define what a sale is and what a sales is not
Provide an overview of the various sales methodologies used in sport
Show the importance and influence of retention and service activities
Managing Sport Brands
Week 8 Chapter 6/7
To Understand the scope and importance of brand management and
branding in the sport setting
To demonstrate an understanding of how brand equity is developed
in a variety of sport settings
Understanding the Sport
To recognize the differences among socialization, involvement, and
commitment for sport consumers
To understand the various individual and environmental factors that
shape consumer involvement and commitment i
Who Am I?
Former US Marine
Gulf War Veteran
Changed Careers at the age of 30
Have Been Living My Dream since 1999
Come to Class
Be Engaged in Class
Phones Off on the Desk and Upside Down
will give phone breaks
Partnerships and the Role of
Illustrate the relationship between the sport property and the
Demonstrate the importance of fit and the use of exclusivity between
the sponsor and the prop
Strategic Marketing Management
To Identify the key stakeholders in sport marketing and the
interaction between them that creates brand perception
To recognize the interacting components of the marketing
Study Guide for Quiz 2 Marketing Fundamentals (MKTG 3010)
Structure: Multiple Choice Questions (36 * 1 points = 36 Marks), Time = 50 minutes
1. What is meant by Marketing Information System (MIS)? What are the three
components of MIS
Study Guide for Quiz 1 (Feb 15) Marketing Fundamentals (MKTG 3010)
Structure: Multiple Choice Questions, True/False and 2-3 questions that require computation and an
answer (Break even analysis, ROMI etc.). The quiz will worth 36 points and time - 50 minu