Kathy had been asked to develop a broad strategy to capitalize on social media platforms. She has included social networking sites, social publishing sites, online review sites, and bookmarking sites. What platform category should she also include?

Michael was considered by his colleagues to be behind the times, but he was the CMO. At a recent meeting of his leadership team, he said the online policy should be to give the customers only the information favorable to the brand. His team knew this was not a good idea because in a digital marketing environment

Elsa started an Etsy store selling custom sugar cookies at a price commensurate with other vendors. While she envisioned making cookies for birthday or holidays, her first order was for a bachelorette party. Elsa obliged, but was uncomfortable with the X-rated fare. The cookies were so well received that Elsa quickly became the go-to baker for bachelorette party cookies. What mistake did Elsa make when beginning her business?

One consequence of the COVID-19 pandemic is that firms have been reluctant to have employees travel to attend business meetings. Since communications among employees remain critical to success, alternative meeting formats have flourished. Many believe that, even after the pandemic ends, these formats will remain popular due to lower cost and greater flexibility. Industries such as airlines, hotels, and conference centers suddenly view a service like Zoom as what?

As you drive past a local restaurant, you notice that there are so many customers waiting for tables that they are forced to wait outside. You decide that the restaurant must have good food. This is an example of

Amazon’s mission is to be “Earth’s most customer-centric company.” It is known for its distribution logistics and for leveraging technology to deliver the goods consumers want, when and where they want them. Additionally, Amazon has created a platform for third-party sellers, like Audible and Twitch, to market their services. This is an example of Amazon’s

Milt owns a lawn care business. From experience, Milt has found that John Deere equipment lasts almost twice as long as competitors’ machines. For John Deere, Milt’s perception about its products makes ________ pricing a logical choice.

Amanda has been developing a marketing plan for her catering service and she has created specific marketing objectives. She knows she has to address specific customers’ needs, create a budget, and define specific actions needed to accomplish the goals. From a marketing perspective, what element has she missed?

The failure of large hotel chains like Marriott and Hilton to recognize the disruption that would result from the entrance of Airbnb into their market is a good example of

Mario is the first retailer in town to sell games for Sony’s latest version of its PlayStation gaming console. Mario wants to quickly capture as much of the market for the new games as possible. Mario will likely use a ________ pricing strategy.