CVS wants to be the Ultimate Healthcare Provider

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According to Business Insider, when in 2018, CVS Health acquired Aetna, combining a chain of nearly 10,000 pharmacies dispensing prescriptions and selling snacks and soda with one of the biggest US health insurers, the company also took greater steps to promote healthier options. Questions: What was CVS’s stand regarding the sale of cigarettes? Where does… Read more »

Will this new strategy work?

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McDonald’s stock raced toward an all-time high Monday, June 19. What was the trigger? Wall Street reacted to the news that the burger giant was upgrading its technology, including kiosks, to meet on-demand orders. Questions: 1. Which product has anchored the McDonald’s menu for decades? 2. How is McDonald’s going to change its process of… Read more »

Hatchanimals? What’s the damage?

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Hatchimals was dubbed the hottest toy of 2016. So, what are they and why are they in the news? Questions: 1. What does the class action lawsuit allege? 2. Where was the lawsuit filed? 3. What do you think your damages would be for this type of suit? Please speculate and discuss. Source: Shen, L…. Read more »

High-end Cards

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The Chase Sapphire Reserve card is generating product hysteria at its finest. Questions: 1. How does this Chase card compare to the American Express’s Platinum charge card? 2. What are the options that provide the secret to its popularity? 3. Perform a cost benefit analysis on this card. What would make you get one? Source:… Read more »

The New Parameters of the Advertising War

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Electronic warfare has broken out between internet users and the $120bn online advertising industry. Questions: 1. According to the article, by what amount did the number of people using ad blocking software increase last year? 2. Do you agree with Mr. Zaneis, general counsel at the Interactive Advertising Bureau, that the free internet that consumers… Read more »

The Value of Newsjacking

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Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. The term was popularized in David Meerman Scott’s book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. In this video, Christine Romans and PR expert… Read more »

Product Chasing a Market – Fuzz Phobia

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When Veet hair removal cream came to China in 2005, sales were sluggish. It turned out that Chinese women did not worry about being too hairy. So the company selling the product promoted a new marketing plan with ads that equate hair-free skin with health, confidence, and “shining glory.” Questions: 1. How fast are sales… Read more »

Are you Suspicious? Maybe you should be!

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A few years ago, Todd Rutherford was part of the marketing department at a company that provided services to self-published writers. These services included persuading traditional media and blogs to review the books. Then he realized that there were not enough reviewers to go around. So he started a website, GettingBookReviews.com, which eventually earned him… Read more »