MODULE 1: WHAT IS MARKETING?
1.1 Why It Matters: What Is Marketing?
Ad Council. (1971). People start pollution [Photograph]. Wikipedia. https://en.wikipedia.org/wiki/File:People_Start_Pollution_- _1971_Ad.jpg#/media/File:People_Start_Pollution_-_1971_Ad.jpg.
Amazon. (n.d.). Amazon unicorn recommendations [Screenshot]. https://www.amazon.ca/s?k=unicorns&i=stripbooks&ref=nb_sb_noss_1
Best Commercial EVER!. Authored by: loveallaroundyou. Located at: https://youtu.be/OAlyHUWjNjE.
Commercial – Reagan 1984 Election Ad (Bear in the woods). Authored by: jpspin2122. Located at: https://youtu.be/KQNBNiXGMiA.
IKEA Big Sleepover. Provided by: IKEA UK. Located at: https://youtu.be/YMJD53fxihU.
1.2 Marketing Defined
What Is Marketing? Two Answers to This One Question. Authored by: firepolemarketing Located at: https://youtu.be/QePU68FhwiY.
Reading: Marketing Defined
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp.8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Yeung, P.A. (2014, September 29). 20140929 Hong Kong umbrella revolution [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/studiokanu/15433515476/
1.3 Reading: Marketing in Action
Amazon. (n.d.). Amazon page for Mini Farming [Screenshot]. https://www.amazon.ca/Mini-Farming-Self-Sufficiency-Brett Markham/dp/1602399840/ref=sr_1_1?dchild=1&keywords=mini+farming&qid=1600276414&s=books&sr=1-1
Business Dictionary. (n.d.). Branding. http://www.businessdictionary.com/definition/branding.html
ChrismetcalfTV. (2007, May 18). Miller hall, room 208 (panoramic) [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/laffy4k/524581047/
The Free Dictionary. (n.d.). Advertising. https://www.thefreedictionary.com/advertising
Mozart, M. (2015, January 21). Urban Outfitters [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/jeepersmedia/16158377327/
1.4 Reading: The Marketing Concept
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Wikimedia. (2013). Ford assembly line [Photograph]. https://commons.wikimedia.org/wiki/File:Ford_assembly_line_-_1913.jpg.
1.5 Reading: Marketing and Customer Relationships
Cambridge Dictionary. (n.d.). Customer lifetime value. https://dictionary.cambridge.org/us/dictionary/english/customer-lifetime-value
GoPro YouTube Case Study. Provided by: YouTube Advertisers. Located at: https://youtu.be/oCUjAmW5yCA.
Torbakhopper. (n.d). Lady on a Staircase [Photograph]. CC BY-ND 2.0 Flickr. https://www.flickr.com/photos/gazeronly/10147130996/
Yelp. (n.d.). Yelp review [Screenshot]. https://www.yelp.com/biz/por-que-no-taqueria-portland
1.6 Reading: How Organizations Use Marketing
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp.8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Barnes, E. (2014, May 10). Global race for the cure [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/perspective/13987275038/
Crook, H. (2008, June 7). Flugtag (22) [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/lalalen/2565923132/
Health G. (2014, April 14). Chimpanzee natural energy bar [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/healthgauge/13898724851/
Morgan, P. (2005, February 27). IKEA, Bejing [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/pmorgan/5517848/
1.7 Value of Marketing
Treating Malaria in Cambodia. Authored by: Population Services International. Located at: https://youtu.be/H1oufbunm7g.
Reading: The Value of Marketing
Omar 18. (n.d.). Nike red laces [Photograph]. CC BY-SA 4.0 Wikimedia. https://commons.wikimedia.org/wiki/File:Nike_(RED)_Laces.jpg
Raath, A. (2009, September 25). Lucky strike ad (LIFE 1936-12-21) [Photograph]. CC BY-SA 2.0 Flickr https://www.flickr.com/photos/fugue/3952296569/
1.8 Putting It Together: What Is Marketing?
Ad Council. (1971). People start pollution [Photograph]. Wikipedia. https://en.wikipedia.org/wiki/File:People_Start_Pollution_- _1971_Ad.jpg#/media/File:People_Start_Pollution_-_1971_Ad.jpg.
Amazon. (n.d.). Amazon unicorn recommendations [Screenshot]. https://www.amazon.ca/s?k=unicorns&i=stripbooks&ref=nb_sb_noss_1
Best Commercial EVER!. Authored by: loveallaroundyou. Located at: https://youtu.be/OAlyHUWjNjE.
Commercial – Reagan 1984 Election Ad (Bear in the woods). Authored by: jpspin2122. Located at: https://youtu.be/KQNBNiXGMiA.
IKEA Big Sleepover. Provided by: IKEA UK. Located at: https://youtu.be/YMJD53fxihU.
MODULE 2: MARKETING FUNCTION
2.1 Why It Matters: Marketing Function
Penn State Beaver. (2013, May 3). graduation-3010 [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/pennstatebeaver/8705574019/
2.2 Reading: Why Customers Matter
All About New Coke. Provided by: EnterpriseMediaVideo. Located at: https://youtu.be/BmQs8g9ytRA.
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Kotler, P., Brown, L., Adam, S., Burton, S., & Armstrong, G. (2008). Marketing. Pearson Education Australia
New South Wales through NSW Department of Industry. (n.d.). Focus on customers: The marketing orientation. http://toolkit.smallbiz.nsw.gov.au/part/1/1/1.
Rivera, C. (2010, April 20). OOL [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/sevenfloorsdown/4543508614/
2.3 Reading: Defining Your Target Market
Boundless. (n.d.). Boundless marketing [Course]. CC BY-SA 4.0 Lumenlearning. https://courses.lumenlearning.com/boundless-marketing/
Fogfish. (2010, March 3). Customer profile dimensions [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/fogfish/4404316225
Melodiustenor. (2007, April 6). Car wash [Photograph]. CCO Pixabay. https://pixabay.com/en/red-hand-water-washing-cleaning-255110/
Walter. (n.d.). Ford Thunderbird [Photograph]. CC BY 2.0 Flickr https://www.flickr.com/photos/walterpro/14027351615/
2.4 Reading: Value for the Customer
Woods, T. (n.d.). Seattle skyline [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/terrellcwoods/6174240463/
Reading: Communicating the Value Proposition
Flazingo Photos. (2014, April 26). Apples–stand out [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/124247024@N07/14086869112/
Twin, A. (2020, July 5). Value proposition. Investopedia. https://www.investopedia.com/terms/v/valueproposition.asp
2.5 Reading: Value Proposition Examples
Pinterest. (n.d.). Pinterest website [Screenshot]. https://www.pinterest.com/
Skype. (n.d.). Skype website [Screenshot]. http://skype.com/
Salesforce. (n.d.). Salesforce.com website [Screenshot]. https://salesforce.com/
Uber. (n.d.). Uber website [Screenshot]. http://uber.com/
2.6 Reading: Defining the Marketing Mix
Boundless. (n.d.). Boundless marketing [Course]. CC BY-SA 4.0 Lumenlearning. https://courses.lumenlearning.com/boundless-marketing/
Burnett, J. (2011). Introducing marketing. Introducing Marketing (pp.8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Lauterborn, B. (1990). New marketing litany: Four Ps passé: C-words take over. Advertising age, 61(41), 26.
McCarthy, J.E. (1964). Basic marketing: A managerial approach. Homewood, IL: Irwin.
Value Creation Through the Marketing Mix. Provided by: McGraw-Hill Higher Education. Located at: https://youtu.be/dNDSYW5Zu4E.
Wikimedia. (n.d.). 4 Ps and 4 Cs [Table]. CC BY SA 3.0 https://en.m.wikipedia.org/wiki/Marketing_mix#Lauterborn.27s_four_Cs
Reading: Components of the Marketing Mix
Facebook. (n.d.). Facebook logo [Screenshot]. https://www.facebook.com/
Get Ready to Love the New Starbucks Rewards. Provided by: Starbucks. Located at: https://youtu.be/-FalnLT5irs.
Simple Banking. (n.d.). Simple banking [Screenshot]. https://www.simple.com/banking
Sonic. (n.d.). Sonic burger ad [Screenshot]. https://www.sonicdrivein.com/
Reading: Introduction to the Product Life Cycle
Mullor-Sebastian, A. (1983). The product life cycle theory: Empirical evidence. Journal of International Business Studies, 14.3(1983), 95-105.
2.7 Reading: Finding the Right Marketing Mix
Burnett, J. (2011). Introducing marketing. Introducing Marketing (pp.8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Sea Turtle. (2009, May 9). Vast array of hair care products [Photograph]. CC BY-NC-ND 2.0 Frickr. https://www.flickr.com/photos/sea-turtle/3541657734/
Case Study: Chobani
Brad P. (2010, February 11). Chobani Unboxing 05. CC BY 2.0 Frickr. https://www.flickr.com/photos/bpende/4349120979/
CBS Minnesota. (2012, April 26). Behind the hype: Costs and benefits of Greek yogurt. https://minnesota.cbslocal.com/2012/04/26/behind-the-hype-costs-and-benefits-of-greek-yogurt/
Chobani founder turns centuries old Greek yogurt into billion dollar craze. Authored by: Dan Moseley. Located at: https://youtu.be/7TY6JxR15og.
Chobani yogurt: Healthy products nourishing growth. (2010). U.S. Business Executive. http://usbusinessexecutive.com/food-drink/case-studies/chobani-yogurt-healthy-products-nourishing-growth
Durisin, M. (2013, May 3). Chobani CEO: Our success has nothing to do with yogurt. Business Insider. https://www.businessinsider.com/the-success-story-of-chobani-yogurt-2013-5#ixzz3l6bHLWtN
Shepherd’s Gift. Provided by: Chobani. Located at: https://youtu.be/jjurtKY13bc.
U.S. Small Business Administration. (n.d.). Chobani selected as SBA’s 2012 National Entrepreneurial Success of the Year. https://www.sba.gov/offices/district/ny/syracuse/success-stories/chobani-selected-sbas-2012-national-entrepreneurial-success-year
2.8 Reading: The Role of the Marketing Plan
Boundless. (n.d.). Definition of marketing plan. Boundless marketing [Course]. CC BY-SA 4.0 Lumenlearning. https://courses.lumenlearning.com/boundless-marketing/
Burnett, J. (2011). Introducing marketing. Introducing Marketing (pp.8-29) CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
NIAID. (2011, April 12). Study of human immune response to HIV [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/niaid/5613410129/
2.9 Putting It Together: Marketing Function
The Daily English Show. (n.d.). #112 responsible [Cartoon]. CC BY 4.0 http://www.thedailyenglishshow.com/friday-joke/112-responsible/
Etten, R.V. (2011, July 12). Marketing mix graphic [Photograph]. CC BY 2.0 Frickr. https://www.flickr.com/photos/ryanvanetten/5928662611/
Discussion: Analyzing Marketing Efforts
Chase, L. (n.d.). Discussion: Analyzing marketing efforts. CC BY 4.0 Dryden, New York: Tompkins Cortland Community College.
Assignment: Submit Marketing Plan Template
Medlow-Smith, D. (2014, July 22). Flinders business school marketing plan template. CC BY-SA 4.0 Internet Archive. https://archive.org/details/FlindersBusinessSchoolMarketingPlan2
MODULE 3: SEGMENTATION AND TARGETING
3.1 Why it Matters: Segmentation and Targeting
3.2 Reading: The Purpose of Market Segmentation and Targeting
Boundless. (n.d.). The importance of market segmentation. Boundless marketing [Course]. CC BY-SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Burnett, J. (2011). Understanding and approaching the market. Introducing marketing (PP. 34-38) CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Pisano, S. (2014, August 26). 2014 US open (tennis) – tournament – Dustin Brown. CC BY 2.0 Flickr. https://www.flickr.com/photos/stevenpisano/15140591721/
3.3 Reading: Segmentation Criteria and Approaches
Boundless. (n.d.). Criteria for segmentation. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Burnett, J. (2011). Understanding and approaching the market. Introducing marketing (PP. 34-38) CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Cheikh, M. B. (n.d.). What’s today’s choice [Photograph]. CCO Unsplash. https://unsplash.com/photos/3B3CRKnJBMo
Climate-Data.org. (n.d.). Fort McMurray average temperature. https://en.climate-data.org/north-america/canada/alberta/fort-mcmurray-4623/
Darden, W. R., French, W.A., & Howell, R.D. (1979). Mapping market mobility: Psychographic profiles and media exposure. Journal of Business Research, 7 (8), 51-74.
Dove Men+Care Asks: Is your hair ready for anything?. Provided by: DoveMenCare Philippines. Located at: https://youtu.be/MnbXAGk0QpQ.
Fansworth, M. (1989). Psychographies for the 1990’s. American Demographics, (July 1989), 25, 28-30.
Frank, R.J., Massey, W., & Wind, Y. (1972). Market segmentation. Englewood Cliffs, NJ: Prentice-Hall.
Nilsson, S. (2013, October 12). Windsurfing at Gislovshammar [Photograph]. CC BY-SA 2.0 Flickr https://www.flickr.com/photos/infomastern/10271441954/
Plummer, J.T. (1974). The concept and application of lifestyle segmentation. Journal of Marketing, (January 1974), 33.
Reibstein, D.J., Lovelock, C.H., & Dobson, de P.R. (1980). The direction of causality between perceptions, affect, and behavior: An application to travel behavior. Journal of Consumer Research, 6(March 1980), 370-376.
Statistics Canada. (n.d.). Census profile, 2016 census: Vancouver, British Columbia [census metropolitan area]. https://www12.statcan.gc.ca/census-recensement/2016/dp-pd/prof/details/page.cfm?Lang=E&Geo1=CMACA&Code1=933&Geo2=PR&Code2=59&Data=Count&SearchText=vancouver&SearchType=Begins&SearchPR=01&B1=All&TABID=1
Thinkpanama. (2008, February 6). Business travel Panama [Photograph]. CC BY NC 2.0 Flickr https://www.flickr.com/photos/23065375@N05/2247355466/
Veksler, D. (2014, May 18). Sophie shopping [Photograph]. CC BY-SA 2.0 Flickr https://www.flickr.com/photos/heroiclife/15316262230/
Wells, W. D. (1975). Psychographies: A critical review. Journal of Marketing Research, (May 1975), 196-213.
3.4 Reading: Choosing a Segmentation Approach and Target Segments
Boundless. (n.d.). Criteria for segmentation. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Burnett, J. (2011). Understanding and approaching the market. Introducing marketing (PP. 34-38) CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Fluffy Steve. (2009, June 14). Goth triplets [Photograph]. CC BY-NC-ND 2.0 Flickr https://www.flickr.com/photos/fluffy_steve/3625314011/
Soares, B. (2010, December 2). Rolex datejust [Photograph]. CC BY 2.0 Flickr. https://flic.kr/p/8YBwNP
Case Study: eHarmony Targets Women
Boundless. (n.d.). Measuring a successful segmentation. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Free Personality Profile. Provided by: eHarmony. Located at: https://youtu.be/YbkFzwkog7I?list=PLB7FC4A6E53A96C88.
Schulz, K. (2012, September 2). American bullfrog on a lily pad [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/treegrow/7915817762/
3.5 Targeting and Marketing Mix
Toyota Appeals to Kids. Provided by: BBC. Located at: https://youtu.be/zUjsfqDZnO8. License: CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives
Reading: Targeting Strategies and the Marketing Mix
Boundless. (n.d.). Concentrated marketing. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Boundless. (n.d.). Selecting target markets. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Curtis, J. (1995). Harvard Kennedy School of 1995 class reunion [Photograph]. CC BY 4.0.
Jou, E. (2012, October 1). The wonderfully weird world of Chinese oreos. Kotaku. https://kotaku.com/the-wonderfully-weird-world-of-chinese-oreos-5947767
Markgraf, B. (2017, November 17). Real-world examples of effective market segmentation. Houston Chronicle. https://smallbusiness.chron.com/realworld-examples-effective-market-segmentation-60195.html
Suzie’s Farm. (2014, August 27). CSA box, week of August 25 – 31 [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/suziesfarm/15031130256/
Thinkretail. (2010, January 26). Ralph Lauren—London [Photograph]. CC BY NC 2.0 Flickr https://www.flickr.com/photos/28964535@N08/4389940775/
Case Study: Red Bull Wins the “Extreme” Niche
Aurimas. (n.d.). Red bull gives you strobes [Photograph]. CC BY-ND 2.0 Flickr. https://www.flickr.com/photos/needoptic/3828156829/
Boundless. (n.d.). Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
Felix Baumgartner’s supersonic freefall from 128k’ – Mission Highlights. Provided by: Red Bull. Located at: https://youtu.be/FHtvDA0W34I.
Satista. (n.d.) Sales of Red Bull energy drinks in the United States from 2015 to 2019 (in million U.S. dollars). https://www.statista.com/statistics/558082/us-sales-of-red-bull-energy-drinks/
Satista. (n.d.). Energy drink market share in the US in 2019. Retrieved September 25, 2019, from https://www.statista.com/statistics/306864/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales/
3.6 Putting It Together: Segmentation and Targeting
Ciocirlan, M. (n.d.). Marius Ciocirlan [Photograph]. CCO Unsplash. https://unsplash.com/photos/vMV6r4VRhJ8
Statistics Canada. (n.d.). Labour force characteristics by industry, annual (x 1,000) [Table]. https://doi.org/10.25318/1410002301-eng
U.S. Bureau of Labor Statistics. (2019). Employment by major industry sector [Table]. https://www.bls.gov/emp/tables/employment-by-major-industry-sector.htm
MODULE 4: MARKETING STRATEGY
4.1 Why It Matters: Marketing Strategy
CB Insights. (2019, November 6). The top 20 reasons startups fail. https://www.cbinsights.com/research/startup-failure-reasons-top
Rawpixel. (n.d.). Marketing strategy [Photograph]. Unsplash. https://unsplash.com/photos/FmuMAvt4Ym8
4.2 Video: What Is Strategy?
Business Dictionary. (n.d.). Tactics. Retrieved July 29, 2020, from http://www.businessdictionary.com/definition/tactics.html
Mintzberg, H., Ahlstrand, B., & Lampel, J. (1998). Strategy safari. A guided tour through the wilds of strategic management. The Free Press.
What Is Strategy?. Authored by: David Kryscynski. Located at: https://youtu.be/TD7WSLeQtVw.
Reading: Strategy and Tactics
Ashe, D. (2008, May 15). Southwest Airlines Boeing 737 [Photograph]. CC BY-SA 2.0 Wikimedia https://commons.wikimedia.org/wiki/File:Southwest_Airlines_Boeing_737-700_N231WN.jpg
Bhaskara, V. (2014, April 22). Southwest Airlines opens for business – customers. Forbes Magazine. http://www.forbes.com/sites/airchive/2014/04/22/southwest-airlines-opens-for-business-customers/
Business Dictionary. (n.d.). Tactics. Retrieved July 29, 2020, from http://www.businessdictionary.com/definition/tactics.html
Collins, J. (2001). Why some companies make the leap…and others don’t. Harper Business.
Kalasnik, M. (2014, October 5). Sears Eastridge Mall Gastonia [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/10542402@N06/15268649330/
Kryscynski, D. (2015, January 5). What is strategy? [Video]. YouTube. https://youtu.be/TD7WSLeQtVw
Mintzberg, H., Ahlstrand, B., & Lampel, J. (1998). Strategy safari. A guided tour through the wilds of strategic management. The Free Press.
The Ritters. (2008, April22.). Travel sponsor: Zappos [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/theritters/2435098651/
Sneden, R.K. (1861). Battle of Chantilly [Map]. Wikimedia. https://commons.wikimedia.org/wiki/File:BattleOfChantillyMap.jpg
Zappos. (n.d.). About Zappos. https://www.zappos.com/about/
Reading: The Mission Statement
Global Panorama. (2014, May 23). Google logo search [Image]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/121483302@N02/14253849274/
Google. (n.d.). Mission statement. http://www.google.com/about/company/
Google – Year in Search 2014. Provided by: Google. Located at: https://youtu.be/DVwHCGAr_OE.
Reading: Strategy and Objectives
Hansson, M. (2014, August 5). Climbing [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/marcus_hansson/14659581920/
4.3 Reading: Creating the Marketing Strategy
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Reading: Optimizing the Marketing Mix
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Harris, N. (2012, May 6). Airport traveler [Photograph]. CC BY-ND 2.0 Flickr. https://www.flickr.com/photos/nickharris1/7004114708/
Reading: Implementation and Budget
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
NDI Photo Archive. (2006, June 22). Times Square billboard 2006 [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/90613332@N02/15162778683/
Reading: Evaluating Marketing Results
Burnett, J. (2011). Introducing marketing. Introducing marketing (pp. 8-29). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Frazier, N. (2008, August 22). Graveyard lemonade stand [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/ninajeaninephotography/2802597662/
The Ad Campaign That Saved Old Spice – Cheddar Examines. Authored by: Cheddar. Located at: https://youtu.be/vR0hDkMKVhY.
4.4 Reading: SWOT Analysis
Henry, J. (2007, November 5). Campus [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/zappowbang/1940830964/
Reading: BCG Matrix
Boundless. (n.d.). Applying BCG matrix. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
IDC. (n.d.). Smartphone market share 2017-2019 [Table]. Retrieved September 25, 2019, from https://www.idc.com/promo/smartphone-market-share/os
Reading: Strategic Opportunity Matrix
Avocado Kebab. (2005). Ansoff’s matrix [Table]. CC BY SA 3.0 Wikipedia. https://en.wikipedia.org/wiki/File:AnsoffMatrix.jpg
Boundless. (n.d.). Strategic opportunities. Boundless marketing [Course]. CC BY SA 4.0 Lumen Learning. https://courses.lumenlearning.com/boundless-marketing/
4.5 Reading: Market Penetration Example
MissChater. (2011, March 12). Bryce Harper [Photograph]. CC BY 2.0 Wikimedia. https
Misty Copelandu2014I Will What I Want. Provided by: Under Armour. Located at: https://youtu.be/ZY0cdXr_1MA.
Rule Yourselfu2014Stephen Curry. Provided by: Under Armour. Located at: https://youtu.be/qd-ZtNsNiH4.
Reading: Market Development Example
Poached Jobs. (n.d.). Poached Jobs [Screenshot]. https://poachedjobs.com/jobs/all/everywhere
Reading: Product Development Example
Cobb, J. (2015, September 16). One million global plug-in sales milestone reached. HybridCARS. https://www.hybridcars.com/one-million-global-plug-in-sales-milestone-reached/
Mr Ghson bets the company. (2009, October 17). The Economist. https://www.economist.com/business/2009/10/17/mr-ghosn-bets-the-company
Nissan case study. (2011). StudyLib. https://studylib.net/doc/8679978/the-pied-piper-of-the-car-industry-nissan-s-pursuit-of
Nissan Motor. (2010, March 30). Nissan Leaf [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/nissanev/4476255534/
Reading: Diversification Example
deror_avi. (2010, September 27). Disneyland Toontown [Photograph]. CC BY SA 3.0 Wikimedia. https://commons.wikimedia.org/wiki/File:Disneyland_IMG_3967.jpg
Disney’s diversification is key to growth. (2012, October 9). Seeking Alpha. https://seekingalpha.com/article/912781-disneys-diversification-is-key-to-growth
Fabrikant, G. (1995, August 1). The media business: The merger; Walt Disney to acquire ABC in $19 billion deal to build a giant for entertainment. New York Times. https://www.nytimes.com/1995/08/01/business/media-business-merger-walt-disney-acquire-abc-19-billion-deal-build-giant-for.html
The Walt Disney Company. (2014). Fiscal year 2014 annual financial report and shareholder letter. http://cdn.media.ir.thewaltdisneycompany.com/2014/annual/10k-wrap-2014.pdf
4.6 Reading: Customer-Relationship Strategies
Eizans, D. (2011, March 14). Sample user persona Drake Motors Ltd [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/deizans/5525707263
Tsevis, C. (2012, March 8). I like Facebook [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/tsevis/6963815105/
Vaughan, P. (2020, June 4). How to create detailed buyer personas for your business [free persona template] [Blog]. HubSpot. https://blog.hubspot.com/marketing/buyer-persona-research
Video: Harley Davidson Customer Relationships
American Marketing Association. (n.d.). Customer relationship management. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C
Harley Davidsonu2014Community, Brand, IBM. Authored by: Chris Sparshott. Located at: https://youtu.be/iOF7aAVZMqA.
4.7 Putting It Together: Marketing Strategy
Bhaskara, V. (2014, April 22). Southwest Airlines opens for business – customers. Forbes Magazine. http://www.forbes.com/sites/airchive/2014/04/22/southwest-airlines-opens-for-business-customers/
J.D. Power. (2015, May 13). Airlines: A transportation or hospitality business? [Press release]. https://www.jdpower.com/business/press-releases/2015-north-america-airline-satisfaction-study#_ftnref2
Tully, S. (2015, September 23). Southwest bets big on business travelers. Fortune Magazine. https://fortune.com/2015/09/23/southwest-airlines-business-travel/
Assignment: Marketing Plan, Part I
Barker, M. (n.d.). SWOT and integrated marketing communications templates. CC BY 4.0
MODULE 5: ETHICS AND SOCIAL RESPONSIBILITY
5.1 Why It Matters: Ethics and Social Responsibility
Abut, A. (2009, September 8). Tesla Model S [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/alabut/4276454889/
Jurevicius, O. (2013, September 14). Mission statement of Volkswagen. Strategic Management Insight. https://strategicmanagementinsight.com/mission-statements/volkswagen-mission-statement.html
Musk, E. (2014, June 12). All our patent are belong to you [Blog]. https://www.tesla.com/blog/all-our-patent-are-belong-you
RightBrainPhotography. (2009, May 12). VW Jetta TDI [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/rightbrainphotography/3526674386/
Tesla. (n.d.). About Tesla. https://www.tesla.com/about
Tesla: Social responsibility scorecard shows strengths and weaknesses. (2015, January 6). Seeking Alpha. https://seekingalpha.com/article/2801365-tesla-social-responsibility-scorecard-shows-strengths-and-weaknesses
5.2 Ethical Marketing Issues
Brenner, S.N., & Molander, E.A. (1977). Is the ethics of business changing? Harvard Business Review 66, 57-71.
CBC. (2020). Can an ad boycott fix Facebook’s hate speech problem? [Radio broadcast]. https://www.cbc.ca/player/play/1760602691910
ECI. (2019). Global differences in employees’ views of E&C program maturity: 2019 global business ethics survey. https://43wli92bfqd835mbif2ms9qz-wpengine.netdna-ssl.com/wp-content/uploads/2019-Global-Business-Ethics-Survey-Report.pdf
Reading: Defining Ethics
Burnett, J. (2008). External considerations in marketing. Core concepts of marketing (pp. 101-125). CC BY 3.0 Saylor. http://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-of- Marketing.pdf
Baeder, J. (2006, July 18). That way [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/justinbaeder/194066146/
Canadian Marketing Association. (n.d.). Canadian marketing code of ethics & standards: Compulsory professional framework for marketing self-regulation. https://www.the-cma.org/regulatory/code-of-ethics
Environics Research. (n.d.). Environics social values research: An overview. https://environicsresearch.com/what-are-social-values/
Stanford Encylopedia of Philosophy. (2018, September 24). Social norms. https://plato.stanford.edu/entries/social-norms/
Reading: Common Ethical Issues in Marketing
Boote, T. (2017, January 17). What have ethics go to do with digital marketing? Digital Marketing Magazine. http://digitalmarketingmagazine.co.uk/digital-marketing-features/what-have-ethics-got-to-do-with-digital-marketing
Burnett, J. (2008). External considerations in marketing. Core concepts of marketing (pp. 101-125). CC BY 3.0 Saylor. http://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-of- Marketing.pdf
Chonko, L.B., & Hunt, S.D. (1985). Ethics and marketing management: An empirical examination. Journal of Business Research, 13 (4), 339-359. https://doi.org/10.1016/0148-2963(85)90006-2
O’Barr, W.M. (2007). Ethics and advertising. Advertising & Society Review, 8 (3). https://muse.jhu.edu/article/221968
Ovans, A. (2012, November 12). How ethical are you? Harvard Business Review. https://hbr.org/2012/11/how-ethical-are-you
Travelarz. (2013, November 13). Tablet POS [Photograph]. CC BY SA 3.0 Wikimedia. https://commons.wikimedia.org/wiki/File:Tablet_POS_HORECA13.jpg
Reading: New Challenges in Marketing Ethics
Clifford, T. (2020, July 6). NAACP CEO on ‘stop hate for profit’ campaign: Facebook should be useful for targeting ads, not hate. CNBC. https://www.cnbc.com/2020/07/06/naacp-ceo-facebook-should-be-useful-for-targeting-ads-not-hate.html
Edelman. (2020, January 19). 2020 Edelman trust barometer. https://www.edelman.com/trustbarometer
Frenkel, S., Isaac, M., Kang, C., & Dance, G.J.X. (2020, June 1). Facebook employees stage virtual walkout to protest Trump posts. New York Times. https://www.nytimes.com/2020/06/01/technology/facebook-employee-protest-trump.html
Fussel, S. (2020, July 8). An audit slams Facebook as a home for misinformation and hate. Wired. https://www.wired.com/story/audit-slams-facebook-home-misinformation-hate/
Ray, A. (2012, December 27). Miracle on social media street. CC BY 3.0 Experience: The Blog. https://www.experiencetheblog.com/2012/12/miracle-on-social-media-street.html
Ray, A. (2013, April 23). Three steps to improve ethics in social media marketing. CC BY 3.0 Experience: The Blog. http://www.experiencetheblog.com/2013/04/three-steps-to-improve- ethics-in-social.html
Reading: Corporate Social Responsibility
Budweiser Clydesdale Puppy Love Super Bowl 2014 Commercial. Provided by: Clevver News. Located at: https://youtu.be/7p_3lITiK_Q.
Dunne, M. (2020, March 4). IBM Canada investing in local CSR programs. Benefits Canada. https://www.benefitscanada.com/news/ibm-canada-investing-in-local-csr-programs-143211
Jessica The Hun Reeder. (n.d.). Sheep and lambs [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/jessicareeder/3495166111/
Jim, The Photographer. (2011, September 18). Honey bee (apis mellifera linnaeus) [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/jcapaldi/6162898675/
Lasica, J.D. (2010, April 22). 4 examples of corporate social responsibility done right. https://www.socialbrite.org/2010/04/22/4-examples-of-corporate-social-responsibility-done-right/
Laville, S. (2019, November 8). ‘Greta Thunberg effect’ driving growth in carbon offsetting. The Guardian. https://www.theguardian.com/environment/2019/nov/08/greta-thunberg-effect-driving-growth-in-carbon-offsetting#:~:text=Growing%20concern%20about%20the%20climate,reducing%20projects%20in%20developing%20countries.
Someone Waits For You At Home, DON’T DRINK & DRIVE | Budweiser Ads. Provided by: adswithme.com. Located at: https://youtu.be/56b09ZyLaWk.
WBCSD. (n.d.). Corporate social responsibility. http://www.wbcsd.org/work-program/business-role/previous-work/corporate-social-responsibility.aspx
Woodward, A. (2020, January 3). Greta Thunberg turns 17 today. Here’s how she started a global climate movement in just 18 months. Business Insider. https://www.businessinsider.com/greta-thunberg-bio-climate-change-activist-2019-9#she-has-offered-a-moral-clarion-call-to-those-who-are-willing-to-act-and-hurled-shame-on-those-who-are-not-time-magazine-wrote-of-thunberg-last-month-1
5.3 Regulatory Laws
Jenkin, M. (2018, June 5). The steady decline of consumer protection in Canada. Policy Options. https://policyoptions.irpp.org/magazines/june-2018/the-steady-decline-of-consumer-protection-in-canada/
Spencer, W.W., Brady, J.G., & Acosta, R.J. (2011). Consumer protection in the United States: An overview. European Journal of Consumer Law, May 2011, 803. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1000226
Insurance Institute for Highway Safety, Highway Loss Data Institute. (2021, March). Fatality Facts 2019 Yearly snapshot. https://www.iihs.org/topics/fatality-statistics/detail/yearly-snapshot
Reading: Product Liability
Burnett, J. (2011). External considerations in marketing. Introducing marketing (pp. 108-110). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Cofer, J. (2012, January 19). Righting the wrongs: The McDonald’s coffee case. CC BY-NC-SA 3.0 US http://jimcofer.com/personal/2012/01/19/righting-the-wrongs-the-mcdonalds-coffee-case/
McMillan. (2011). Product liability in Canada. https://www.mcmillan.ca/files/overview_product_liability_in_canada_c5.pdf
Soar Boards. (2015, October 7). Hoverboard [Photograph]. CC BY 2.0 Wikipedia. https://en.wikipedia.org/wiki/Self-balancing_two-wheeled_board#/media/File:Red_self- balancing_two-wheeled_board_with_a_person_standing_on_it.png
Tengi, C. (2007, October 21). Lawsuits welcome [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/cjtengi/2022308688/
Reading: Privacy Laws
g4ll4is. (2013, March 1). Privacy [Image]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/g4ll4is/8521624548/
Goldbach, B. (2011, March 17). Tech privacy [Graphic]. CC BY 2.0 Flickr. https://www.flickr.com/photos/topgold/5534004979/
Norton. (n.d.). What are cookies? https://us.norton.com/internetsecurity-privacy-what-are-cookies.html
Standing Senate Committee on Banking, Trade and Commerce. (2018). Cyber assault: It should keep you up at night [Report]. Senate of Canada. https://sencanada.ca/content/sen/committee/421/BANC/Reports/BANC_Report_FINAL_e.pdf
Tung, L. (2020, January 13). Cookie consent: Most websites break law by making it hard to ‘reject all’ tracking. ZDNet. https://www.zdnet.com/article/cookie-consent-most-websites-break-law-by-making-it-hard-to-reject-all-tracking/
The U.S. Federal Trade Commission. (2009). The CAN-SPAM Act: A compliance guide for business. https://www.ftc.gov/system/files/documents/plain-language/bus61-can-spam-act-compliance- guide-business.pdf
The U.S. Federal Trade Commission. (2015). Start with security: A guide for business. https://www.ftc.gov/system/files/documents/plain-language/pdf0205-startwithsecurity.pdf
The U.S. Federal Trade Commission. (2018). Advertising and marketing on the internet. https://www.ftc.gov/system/files/documents/plain-language/bus28-advertising-and-marketing- internet-rules-road.pdf
Wikipedia. (n.d.). Fair information practice principles. CC BY-NC-SA 3.0 https://en.wikipedia.org/wiki/FTC_Fair_Information_Practice
Reading: Fraud in Marketing
The Canadian Press. (2017, March 2). Canada’s top 10 fraud scams in 2016. BNN Bloomberg. https://www.bnnbloomberg.ca/canada-s-top-10-fraud-scams-in-2016-1.685562
Competition Bureau Canada. (n.d.). Mass marketing fraud. https://www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/02775.html
Legal Information Institute. (n.d.). Fraud. Cornell Law School. https://www.law.cornell.edu/wex/fraud
The U.S. Consumer Financial Protection Bureau. (2014, September 16). CFPB sues for-profit Corinthian Colleges for predatory lending scheme [Press Release]. http://www.consumerfinance.gov/newsroom/cfpb-sues-for-profit-corinthian-colleges-for- predatory-lending-scheme/
5.4 B2B and B2C Marketer Ethical Dilemmas
Blume, H. (2014, August 24). LAUSD officials had close ties with Apple, Pearson, execs, records show. Los Angeles Times. https://www.latimes.com/local/education/la-me-ipads-deasy-20140825-story.html
Blume, H. (2014, September 18). L.A. Unified survey finds little use of iPads’ curriculum. Los Angeles Times. https://www.latimes.com/local/la-me-ipad-eval-20140918-story.html
UCLA Newsroom. (n.d.) Pearson foundation provides fellowship. http://newsroom.ucla.edu/releases/Pearson-Foundation-Provides-Fellowship-8216
Watters, A. (2014, December 9). Ed-tech year in review. Model View Culture. https://modelviewculture.com/pieces/ed-tech-year-in-review
Winerip, M. (2011, September 18). When free trips overlap with commercial purposes. New York Times. https://www.nytimes.com/2011/09/19/education/19winerip.html
Reading: Ethics in B2B Marketing
Global X. (2010, June 30). Sale at Banana Republic [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/globalx/4752036171/
Public Works and Government Services Canada. (2020, August 21). The procurement process. https://buyandsell.gc.ca/for-businesses/selling-to-the-government-of-canada/the-procurement-process
United States Census Bureau. (n.d.). Firms doing business in the United States. https://www.census.gov/econ/susb/
Reading: Gifts and Bribes
Arunthanes, W., Tansuhaj, P. & Lemak, D.J. (1994). Cross-cultural gift giving. International Marketing Review, 11 (4), 41-54.
CNET. (2007, January 1). Microsoft doesn’t know when to stop. https://www.cnet.com/news/microsoft-doesnt-know-when-to-stop/
Cooper, M., Madden, C.S., Hunt., J.B., & Cornell, J.E. (1991). Specialty advertising as a tool for building goodwill: Experimental evidence and research implications. Journal of Promotions Management, 1, 41-54.
Kamikura, M. (2009, October 2). Acer Ferrari One [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/kamikura/3976320866/
O’Brien, K. (2006, December 9). Microsoft Vista blogger campaign causes controversy. CC BY 3.0 PR Week. https://www.prweek.com/article/1259420/microsoft-vista-blogger-campaign-causes-controversy
Patrick, A. (2006, December 28). Why giving Ferraris to bloggers is a bad idea. Broadstuff. http://www.broadstuff.com/archives/97-Why-giving-Ferraris-to-Bloggers-is-a-bad-idea.html
Scoble, R. (2006, December 27). I think the Microsoft Vista giveaway is an awesome idea [Blog post]. Scobleizer. https://scobleizer.blog/2006/12/27/i-think-the-microsoft-vista-giveaway-is-an-awesome-idea/
The Sunday Posts. (2008, October 21). When does business gift become a bribe: A marketing policy perspective [Blog]. CC BY-NC-SA 4.0 http://sundayposts.blogspot.com/2008/10/when-does- business-gift-become-bribe.html#.VoARN5OAOkq
5.5 Reading: A Culture of Accountability
American Airlines. (n.d.). Standards of business conduct. https://www.aa.com/i18n/amrcorp/corporateInformation/facts/ethics.jsp
ECI. (n.d.). 2013 National Business Ethics Survey (NBES). http://www.ethics.org/newsite/research/eci-research/nbes/nbes-reports/nbes-2013
Ivey. (2014, November 2016). Urgency. Accountability. Transparency: Lessons from Maple Lead Food SVP Randy Huffman. https://www.ivey.uwo.ca/news/news-ivey/2014/11/maple-leaf-foods-urgency-accountability-transparency/
Starbucks. (2011). Business ethics and compliance. https://globalassets.starbucks.com/assets/eecd184d6d2141d58966319744393d1f.pdf
Starwood Hotels & Resorts. (n.d.). Code of business conduct and ethics. EthicsPoint. https://secure.ethicspoint.com/domain/media/en/gui/711/code_en.pdf
UPS. (2011). Code of business conduct. https://www.ups.com/media/en/code_bus_conduct.pdf
Reading: Executive Role in Ethics
Argenti, P. (2015, October 13). The biggest culprit in VW’s emissions scandal. Fortune Magazine. http://fortune.com/2015/10/13/biggest-culprit-in-volkswagen-emissions-scandal/
CBC. (2017, March 6). Go public: Bank tellers pressured to sell [Video]. YouTube. https://www.youtube.com/watch?v=BGvYfGStceo
Cremer, A. & Bergin, T. (2015, October 10). Fear and respect: VW’s culture under Winterkorn. Reuters. http://www.reuters.com/article/us-volkswagen-emissions-culture-idUSKCN0S40MT20151010
Dondé, G., Frank, L. Somasundaram, K. (2019). Ethics at work: 2018 survey of employees Canada. Institute of Business Ethics. https://www.ibe.org.uk/uploads/assets/cc8691cd-38a2-4844-97f5c952cc421452/ibesurveyreportethicsatwork2018surveyofemployeescanadaint.pdf
ECI. (n.d.). Ethical leadership. https://www.ethics.org/newsite/research/eci-research/nbes/nbes-reports/ethical-leadership/
ECI. (2018). 2018 global business ethics survey. http://www.ethics.org/newsite/research/eci-research/nbes/nbes-reports/nbes-2013
Volkswagon AG. (2013, September 9). Martin Winterkorn [Photograph]. CC BY 3.0 Wikimedia. https://commons.wikimedia.org/wiki/File:Martin_Winterkorn_2013-09-09_001.jpg
Reading: Ethics for Marketing Employees
Atalou. (2011, March 26). Integrity [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/natalieguinsler/5565750498/
Russell, A. (2018, January 31). 7 Canadian companies committed indictable offences in bread-price fixing scandal: Competition Bureau. Global News. https://globalnews.ca/news/3998023/bread-price-fixing-scandal-competition-act-crimes/
5.6 Reading: Social Responsibility in the Marketing Strategy
Coca-Cola. (n.d.). Mission, vision & values. https://www.coca-cola.com.sg/our-company/mission-vision-values
Coca-Cola. (2013). 2013 annual review. https://d1io3yog0oux5.cloudfront.net/_68fc4dce43fe964cbe4ce219534c1a44/cocacolacompany/db/734/6004/annual_report/2013.pdf
Corporate Knights. (2020, June 5). 2020 best 50 ranking. https://www.corporateknights.com/channels/leadership/2020-best-50-results-15930648/
G&A Institute. (n.d.). Number of companies in S&P 500® and Fortune 500® reporting on sustainability more than doubles from previous year, according to new analysis by Governance & Accountability Institute. https://www.ga-institute.com/press-releases/article/number-of-companies-in-sp-500R-and-fortune-500R-reporting-on-sustainability-more-than-doubles-fro/print.html
Reading: Social Responsibility Initiatives
Belz, F.M., & Peattie, K. (2009). Sustainability marketing: A global perspective. Wiley.
Field, A. (2013, April 5). Consumers like social responsibility- -but they aren’t sure what a social enterprise is. Forbes. https://www.forbes.com/sites/annefield/2013/04/05/consumers-like-social-responsibility-but-they-arent-sure-what-a-social-enterprise-is/#6e5f59c5dd21
Makower, J. (2015, November 17). Walmart sustainability at 10: An assessment. GreenBiz. https://www.greenbiz.com/article/walmart-sustainability-10-assessment
U.S. Forum for Sustainable and Responsible Investment. (2018). 2018 trends report press release. https://www.ussif.org/files/US%20SIF%20Trends%20Report%202018%20Release.pdf
Walmart. (n.d.). Sustainability index. https://corporate.walmart.com/global-responsibility/environment-sustainability/sustainability-index-leaders-shop
5.7 Putting it Together: Ethics and Social Responsibility
Barone, A. (2020, February 3). Social enterprise. Investopedia. https://www.investopedia.com/terms/s/social-enterprise.asp
Folger, J. (2020, February 18). What is an NGO (Non-governmental organization)? Investopedia. https://www.investopedia.com/ask/answers/13/what-is-non-government-organization.asp
MODULE 6: MARKETING INFORMATION AND RESEARCH
6.1 Why It Matters: Marketing Information and Research
Darwin.wins. (2006, July 18). Bookstore [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/darwinwins/930136784/
6.2 Reading: The Importance of Marketing Information and Research
Barabba, V.P. (2004). Surviving Transformation: Lessons from GM’s surprising turnaround. Oxford University Press.
Burnett, J. (2011). Marketing research: An aid to decision making. Introducing marketing (pp.59-73). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Gordon, M., Musso, C., Rebentisch, E., & Gupta, Nisheeth. (2010, January 1). The path to successful new products. McKinsey & Company. https://www.mckinsey.com/business-functions/operations/our-insights/the-path-to-successful-new-products
Case Study: Juicy Fruit Gum
Burnett, J. (2011). Marketing research: An aid to decision making. Introducing marketing (pp.59-73). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
John. (2007, October 12). The taste is gonna mooove ya [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/piratejohnny/1556425504/
Yagui, G. (2012, September 22). Chiclete na boca [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/yagui7/8048582032/
6.3 Reading: Types of Marketing Information
American Marketing Association. (n.d.). Definitions of marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/
Gow, G. (2015, April 8). How big data and marketing analytics can help sales. Chief Marketer. https://www.chiefmarketer.com/big-data-marketing-analytics-can-help-sales/
Halzack, S. (2015, March 4). Target’s new strategy: We need more than just minivan moms. Washington Post. https://www.washingtonpost.com/news/business/wp/2015/03/04/targets-new-strategy-we-need-more-than-just-minivan-moms/
IBM. (2012). Trident marketing: Increases revenue nearly 1,000 percent with predictive analytics. Fuzzy Logix. http://www.fuzzylogix.com/wp-content/uploads/49415_TridentMarketingIncreases_Case-Study_PRF2_May18_12-2.pdf
Jojomelons. (2005, August 13). Target shopper [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/jojomelons/2041121410/
Make the most out of a small space. Provided by: Target. Located at: https://youtu.be/3skMCwimDSY.
6.4 Reading: The Marketing Research Process
Burnett, J. (2011). Marketing research: An aid to decision making. Introducing marketing (pp.59-73). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Keating, I.D. (n.d.). Urban life (Version 2.0) [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/ian-arlett/19313315520/
6.5 Reading: Secondary Marketing Research
Allan. (n.d.). MACY’S believe [Photograph]. CC BY NC 2.0 Flickr. https://flic.kr/p/dAkTmP
Burnett, J. (2011). Marketing research: An aid to decision making. Introducing marketing (pp.59-73). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Environics Analytics. (n.d.) Case study: Credit Unions Atlantic Canada. https://environicsanalytics.com/en-ca/resources/case-studies/case-studies-details/credit-unions-atlantic-canada
Environics Analytics. (n.d.) Environics’ PRIZM website [Screenshot]. https://prizm.environicsanalytics.com/#explore
McAlister, M. (1998, January 12). The Industry Standard cover [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/mattmcalister/3600857428/
Midas. (n.d.). How do I find a Midas location? http://midasfranchise.com/research-midas/how-do-i-find-a-midas-location/
Statistics Canada. (2017). Canada – change in median household total income from 2005 to 2015, by 2016 census division. https://www12.statcan.gc.ca/census-recensement/2016/geo/map-carte/ref/thematic-thematiques/inc-rev/map-eng.cfm?TYPE=2
U.S. Census Bureau. (2019, September 26). 2018 median household income in the United States. https://www.census.gov/library/visualizations/interactive/2018-median-household- income.html.
Reading: Primary Marketing Research Methods
Burnett, J. (2011). Marketing research: An aid to decision making. Introducing marketing (pp.59-73). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Charles Schwab. (n.d.). Research. https://www.aboutschwab.com/research
Fletcher, R. (2014, May 13). Content marketing all-stars: Q&A with Helen Loh of Charles Schwab [Blog]. News360. http://blog.news360.com/2014/05/content-marketing-all-star-qa-with-helen-loh-of-charles-schwab/
Focus Group on John Kenney’s TRUTH IN ADVERTISING. Provided by: Simon & Schuster Books. Located at: https://youtu.be/Gh1UM5c4M84.
Hirschi, A. (2019, March 5). Interview [Photograph]. CCO Unsplash. https://unsplash.com/photos/JaoVGh5aJ3E
Ky. (2008, December 24). Listen [Image]. CC BY 2.0 Flickr. https://www.flickr.com/photos/ky_olsen/3133347219
Lehher, J. (2009). How we decide. Houghton Mifflin Harcourt.
Obama Speech Focus Group Reaction – Responsibility. Provided by: LuntzMaslansky. Located at: https://youtu.be/g2pRN6Sd45k.
Owen, N. (2011). The importance of social media monitoring in the video games industry. Brandwatch. https://www.brandwatch.com/de/wp-content/uploads/2012/01/social_media_in_videogames.pdf
Sims, P. (2009, March 2). How Google and P&G approach new customers, new markets. Harvard Business Review. https://hbr.org/2009/03/how-google-and-pg-approach-new
Surkamp, J. (2014, March 14). Researcher [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/jimsurkamp/13146978405/
Tomashoff, C. (2014, May 11). Programmers keep shows’ prospects in focus (groups). New York Times. https://www.nytimes.com/2012/05/13/arts/television/networks-rely-on-audience-research-to-choose-shows.html
USAG-Humphreys. (2009, May 19). USAG-Humphreys teens participate in a focus group [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/usaghumphreys/3568673346/
6.6 Reading: Marketing Data Sources
FirmBee. (2014, January 22). Google search [Photograph]. CCO Pixabay. https://pixabay.com/en/office- freelancer-computer-business-625892/
6.7 Reading: Customer Relationship Management Systems>
Adidas is a Trailblazer. Provided by: Salesforce. Located at: https://youtu.be/OCj-L0vC42s.
American Marketing Association. (n.d.). Customer relationship management. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C
Geralt. (2014, December 15). Customer and computer cables [Image]. CCO Pixabay. https://pixabay.com/en/ball-about-cable-lan-connected-563972/
6.8 Reading: Using Marketing Information
Backaler, J. (2010, April 27). How Proctor and Gamble cultivates customers in China. Forbes. https://www.forbes.com/sites/china/2010/04/27/how-procter-and-gamble-cultivates-customers-in-china/#154cb094470c
Nobel, C. (2011, February 14). Clay Christensen’s milkshake marketing. Harvard Business School. https://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing
Tina H. (n.d.). Cake milkshake heaven [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/ohocheese/4963121362/
Tumisu. (2017, February 8). Feedback [Image]. CCO Pixabay. https://pixabay.com/illustrations/feedback-group-communication-2044700/
MODULE 7: CONSUMER BEHAVIOR
7.1 Why It Matters: Consumer Behavior
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Photosavvy. (2008, April 9). He has got the hair [Photograph]. CC BY-ND 2.0 Flickr. https://www.flickr.com/photos/photosavvy/2401643021/
Wilcox, B.L, Kunkel, D., Cantor, J., Dowrick, P., Linn, S., & Palmer, E. (2004, February 20). Report of the APA task force on advertising and children. American Psychological Association. https://www.apa.org/pi/families/resources/advertising-children.pdf
7.2 Reading: The “Black Box” of Consumer Behavior
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Clker-Free-Vector-Images. (2014, August 1). Black box [Graphic]. CCO Pixabay. https://pixabay.com/en/black-box-container-cardboard-box-310220/
Wikipedia. (n.d.). Consumer behavior. CC BY SA 3.0 https://en.wikipedia.org/wiki/Consumer_behavior#Black_box_model
Wikipedia. (n.d.). Homo economicus. CC BY SA 3.0 https://en.wikipedia.org/wiki/Homo_economicus
Reading: Buying-Process Stages
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Walker, A. (2008, January 19). Adam with the Eureka Optima 431a [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/walkercleaveland/2204542748/
7.3 Reading: Low-Involvement vs. High-Involvement Decisions
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
ColorblindPICASO. (2008, July 6). Is it a bad thing that the dogs might have more variety in their diet than I do? [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/colorblindpicaso/2676714959/
Crosby, D. (2012, January 2), 2/365+1 cuttles [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/wikidave/6620457275/
7.4 Reading: Influences on Consumer Decisions
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Reading: Situational Factors
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Liew, C.F. (2010, April 29). Galaxy S (I9000) [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/liewcf/4764970338/
Reading: Personal Factors
Abakedcreation. (2013, September 13). Martha Stewart’s cakes [Image]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/abakedcreation/10122941096/
Beall, J. (2013, February 9). Diamond ring [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/denverjeffrey/8476801743/
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Dziedzic, M. A. (n.d.). Too much Lego [Photograph]. CC BY-ND 2.0 Flickr. https://www.flickr.com/photos/129866963@N06/24149788356/
Holland, S. (2016). Marketing to women quick facts. She-Conomy. http://she-conomy.com/report/marketing-to-women-quick-facts
Maclean’s. (2020, January 8). Who are the baby boomers, Gen X, millennials and Gen z? https://www.macleans.ca/society/who-are-baby-boomers-gen-x-millennials-and-gen-z/
Statistics Canada. (2018). Data tables, 2016 census. https://www12.statcan.gc.ca/census-recensement/2016/dp-pd/dt-td/Lp-eng.cfm?LANG=E&APATH=3&DETAIL=0&DIM=0&FL=A&FREE=0&GC=0&GID=0&GK=0&GRP=1&PID=0&PRID=10&PTYPE=109445&S=0&SHOWALL=0&SUB=0&Temporal=2016&THEME=115&VID=0&VNAMEE=&VNAMEF=
Reading: Psychological Factors
Be All That You Can Be In The Army commercial 1982. Authored by: Kevin Noonan. Located at: https://youtu.be/VlPEg9LCKgo.
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Huang, M. (2009, May 3). Couch potatoes [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/mitch98000/3498386012/
Langer, R. (2014, May 1). Wine tasting [Photograph]. CCO Pixabay. https
Video: Consumer Attitudes and Heinz Baked Beans
Heinz and Packaging. Provided by: BBC. Located at: https://youtu.be/pp-6vJdYL80. License: CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives
Reading: Social Factors
Bell, L., (2015, October 12). Why Procter & Gamble, McDonad’s & Ford are catering to the black consumer. Fox Business. https://www.foxbusiness.com/features/why-procter-gamble-mcdonalds-ford-are-catering-to-the-black-consumer
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Cheryl. (2010, May 10). A belated bouquet for you! [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/eraphernalia_vintage/4596842255/
Demise of the Mall and Reinvention. Provided by: BBC. Located at: https://youtu.be/F_pHmmVov34. License: CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives
El-Assal, K., Thevenot, S., Moetaz, M., & Miekus, A. (2020, March 12). Canada to welcome up to 390,000 immigrants in 2022. CIC News. https://www.cicnews.com/2020/03/canada-to-welcome-up-to-390000-immigrants-in-2022-0313872.html#gs.foijfe
Jui, P. (2011, May 16). Walmart’s downfall in Germany: A case study. Journal of International Management. https://journalofinternationalmanagement.wordpress.com/2011/05/16/walmarts-downfall-in-germany-a-case-study/
Lumley, S. (2013, November 2). Jeff Phillips sk8 party [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/scottlumley/10692510614/
Proudfoot, R. (2009, September 20). Alma de Mexico dancers at Latino Fest today in Lorain [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/ronnie44052/3938931572/
Riley, Tim. (2006, December 29). Shopping family [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/timriley/403254675/
University of Waterloo. (n.d.). Reflecting Canadian values. https://uwaterloo.ca/canadian-index-wellbeing/about-canadian-index-wellbeing/reflecting-canadian-values
Abercrombie, Nicholas and John Urry. 1983. Capital, Labour and the Middle Classes. London: George Allen & Unwin.
Beeghley, Leonard. 2008. The Structure of Social Stratification in the United States. Upper Saddle River. NJ: Prentice Hall.
Corak, Miles et al. 2010. “Economic Mobility, Family Background, and the Well Being of Children in the United States and Canada.” Institute for the Study of Labor, Discussion Paper No. 4814. Bonn, Germany. Retrieved April 8, 2014, from http://ftp.iza.org/dp4814.pdf
DeVine, Christine. 2005. Class in Turn-of-the-Century Novels of Gissing, James, Hardy and Wells. London: Ashgate Publishing Co.
Gilbert, Dennis. 2010. The American Class Structure in an Age of Growing Inequality. Newbury Park, CA: Pine Forge Press.
HRSDC. 2010. Average Annual Percentage Wage Adjustments. Human Resources and Skills Development Canada. Retrieved. March 26, 2014 from http://www.hrsdc.gc.ca/eng/labour/labour_relations/info_analysis/wages/adjustments/2010/09/quarterly.shtml
Johnstone, Alex and Tom Cooper. 2013. “It Pays to Pay a Living Wage” CCPA Monitor. May 1. Ottawa. Retrieved April 8, 2014, from https://www.policyalternatives.ca/publications/monitor/it-pays-pay-living-wage
McArthur, Greg. 2013. “Assessing the financial affairs of ‘average guy’ Mayor Rob Ford.” Toronto Globe and Mail. November 23. Retrieved April 4, 2014, from http://www.theglobeandmail.com/news/toronto/assessing-the-financial-affairs-of-average-guy-mayor-rob-ford/article15574327/
McDonald, David. 2014. “Outrageous Fortune: Documenting Canada’s Wealth Gap.” Canadian Centre for Policy Alternatives. Ottawa. Retrieved, April 8, 2014, from https://www.policyalternatives.ca/sites/default/files/uploads/publications/National%20Office/2014/04/Outrageous_Fortune.pdf
McFarland, Janet. 2011. “Back in the green: CEO pay jumps 13 per cent.” Toronto Globe and Mail. Retrieved. March 26, 2014 from http://www.theglobeandmail.com/report-on-business/careers/management/back-in-the-green-ceo-pay-jumps-13-per-cent/article582023/
Osberg, Lars 2008 “A Quarter Century of Economic Inequality in Canada: 1981-2006.” Toronto: Canadian Centre for Policy Alternatives. Retrieved April 8, 2014, from http://www.policyalternatives.ca/sites/default/files/uploads/publications/National_Office_Pubs/2008/Quarter_Century_of_Inequality.pdf
Retail Council of Canada. 2014. “Minimum Wage by Province.” RCC: The Voice of Retail. Retrieved April 8, 2014, from http://www.retailcouncil.org/quickfacts/minimum-wage
Statistics Canada 2013 “The Daily — High-income trends among Canadian taxfilers, 1982 to 2010.” Ottawa: Statistics Canada. Retrieved April 8, 2014, from http://www.statcan.gc.ca/daily-quotidien/130128/dq130128a-eng.htm
7.5 Reading: Organizational Buyer Behavior
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
StartupStockPhotos. (2014, August 22). Entrepreneur [Photograph]. CCO Pixabay. https://pixabay.com/photos/entrepreneur-startup-start-up-man-593358/
Thetaxhaven. (2007, October 26). Business meeting [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/83532250@N06/7650804342/
Video: Complexities of a B2B Solution Sale
Air Canada Flies High with a Boost from IBM Digital Technology. Authored by: IBM Industries. Located at: https://youtu.be/_qAPEFmMGnc.
Reading: The Organizational Buying Process
Burnett, J. (2011). Understanding buyer behavior. Introducing marketing (pp.80-98). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
NASA’s James Webb Space Telescope. (2011, April 15). Primary mirror segment cryogenic testing [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/nasawebbtelescope/5637974497/
7.6 Putting It Together: Consumer Behavior
Atty, D.C. (2009, September 24). Cute ugly dog [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/figgenhoffer/3950586259/
Czuratis, Stephan. (2006, June 20). Tchiorny terrier [Photograph]. CC BY-SA 2.5 Wikimedia. https://commons.wikimedia.org/wiki/File:Tchiorny_Terrier.jpg
Prskavka. (2005, August 13). Cream tabby exotic cat [Photograph]. CC BY SA 3.0 Wikimedia. https://commons.wikimedia.org/wiki/File:Cream_tabby_exotic_cat.jpg
MODULE 8: POSITIONING
8.1 Why It Matters: Positioning
The Pop Culture Geek Network. (2011, July 23). San Diego Comic-Con 2011 – Kermit and Gonza balloon costumes [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/popculturegeek/5991540917/
8.2 Reading: Defining Positioning and Differentiation
Burnett, J. (2011). Understanding and approaching the market. Introducing marketing (pp.34-38). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Burnett, J. (2011). Introducing and managing the product. Introducing marketing (pp.159-167). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Dallaire, J. (2018, July 17). Porter joins competitor airlines with new entry-level far. Strategy. https://strategyonline.ca/2018/07/17/porter-joins-competitor-airlines-with-new-entry-level-fare/
Horwedel, C. (2014, February 10). Kia GT4 Stinger [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/chorwedel/12613017214/
Persoon, F. (2009, October 24). Smooth flight [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/38659937@N06/4234237775/
Rees, S. (2010, April 6). Macy’s flower show [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/stephen_rees/4499802916/
Schaal, D. (2013, March 20). Why JetBlue doesn’t target road warriors and doesn’t plan to anytime soon. Skift. https://skift.com/2013/03/20/why-jetblue-doesnt-target-road-warriors-and-doesnt-plan-to-anytime-soon/
8.3 Reading: The Positioning Process
Chea, S. (2012, April 23). Musical crane [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/sodaniechea/7106905103/
Ste.Kaleta. (2016, April 2). Multi-dimensional perceptual map [Diagram]. CC BY-SA 4.0 Wikimedia. https://commons.wikimedia.org/wiki/File:Multi-Dimensional_Perceptual_Map.gif
Video: Starbucks Delivers Community and Connection
Starbucks the Brand. Provided by: BBC. Located at: https://youtu.be/tnHuGN3umTA. License: CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives
8.4 Reading: Developing Positioning Statements
Dallaire, J. (2020, March 4). H&R Block makes its expertise more explicit. Strategy. https://strategyonline.ca/2020/03/04/hr-block-makes-its-expertise-more-explicit/
EquiBrand Consulting. (n.d.). Four alternative positioning strategies [Table]. http://equibrandconsulting.com/templates/positioning-templates
First Round Review. (2014, September 25). Figuring out the delicate art of positioning your startup. Fast Company. https://www.fastcompany.com/3034721/figuring-out-the-delicate-art-of-positioning-your-startup
H&R Block. (n.d.). H&R Block mission & purpose. https://www.hrblock.com/corporate/our-company/
Kelley, L., & Jugenheimer, D.W. (2015). Advertising account planning: Planning and managing an IMC campaign. Routledge.
Levent-Levi, T. (2012, August 21). Disruption [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/86979666@N00/7829098984/
Nike. (n.d.). Nike mission statement. https://www.nike.com/help/a/nikeinc-mission
Oehme, S. (2007, September 26). Wieden+Kennedy door [Photograph]. CC BY-SA 2.0 Flickr. https://www.flickr.com/photos/iamseb/1581319503
8.5 Reading: Repositioning
American Red Cross – Holiday 2009 Campaign. Authored by: BlankTV. Located at: https://youtu.be/1QmOw7Snu_M.
Burnett, J. (2011). Introducing and managing the product. Introducing marketing (pp.159-167). CC BY 3.0 http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb- 7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf
Calsidyrose. (2010, August 21). Compass study [Photograph]. CC BY 2.0 Flickr. https://www.flickr.com/photos/calsidyrose/4925267732/
Carey, S. (2000, January 7). United Air grounds ‘rising’ campaigns in favor of nostalgia-based theme. The Wall Street Journal. https://www.wsj.com/articles/SB94719666565398524
Gilmore, L. (2009, May 8). Suitcases stacked to the ceiling [Photograph]. CC BY-NC-ND 2.0 Flickr. https://www.flickr.com/photos/genbug/3529776320/
Kasperkevic, J. (2014, March 2014). What’s up with H&R Block’s hipster tax crisis’ ads? The Guardian. https://www.theguardian.com/money/us-money-blog/2014/mar/05/hipsters-taxes-brooklyn-ads-hrblock
Russ Reid. (2013). American Red Cross integrated marketing campaign. https://russreid.com/2013/02/american-red-cross-integrated-marketing-campaign/
Stache Act Campaign Ad – The Oval Office. Authored by: ‘Stache Act. Located at: https://youtu.be/oZWeYVrdhSc.
8.6 Reading: Implementing Positioning Strategy
EquiBrand Consulting. (n.d.). Positioning templates. http://equibrandconsulting.com/templates/positioning-templates
Tyco Integrated Security. (n.d.). Enterprise. https://www.tycois.com/solutions-by-industry/enterprise
Tyco Integrated Security. (n.d.). Tyco restaurants and entertainment. https://www.tycois.com/solutions-by-industry/medium-business/restaurants-and-entertainment
Tyco Integrated Security. (n.d.). Tyco solutions by industry. https://www.tycois.com/solutions-by-industry
8.7 Putting It Together: Positioning
Cedim News. (2014, January 9). Huddle [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/cedimnews/11866202786/
Cedim News. (2014, January 9). Huddle [Photograph]. CC BY NC 2.0 Flickr. https://www.flickr.com/photos/cedimnews/11865651953/
ColiNOOB. (2016, January 7). Lightbulbs [Photograph]. CCO Pixabay. https
EquiBrand Consulting. (n.d.). Positioning templates. http://equibrandconsulting.com/templates/positioning-templates
