The pressure is overwhelming for businesses to integrate corporate social responsibility (CSR) in their practices today as “going green” and becoming a sustainable and responsible company gains momentum and popularity.  Consumers are more aware now than ever before of the environment and the affects we as people and businesses have on the planet.  As consumers… Continue reading CSR in Starbucks

Business rivalries are everywhere we turn and competition is stiff when businesses and marketers alike try to grab the attention and buy-in of consumers.  Rivals attempt to stand out from each other through marketing efforts and strategies in hopes to build their brand presence and market share in the industry.  One of the most iconic… Continue reading Top Dog Versus Underdog

A marketing objective is a clear statement of what the marketer is going to accomplish in the marketplace (Ranasinghe, 2012).  The objectives give direction for the marketer to focus their attention and plans on how to accomplish specific goals.  Having defined goals and objectives gives the company a sense of purpose and direction. Marketing objectives… Continue reading Marketing Objectives

Developing a marketing plan can be a daunting task especially if you don’t understand who the customer is, what they are interested in, or where they live.  Using the same strategy to mass-market a product or service to everyone is not effective and or efficient.  There are a couple tools marketers can use to help… Continue reading Tools Used to Define Target Market

“Market Segmentation divides the mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targets one or more of those segments with a distinct marketing mix” (Kardes. 2014).  Market segmentation is beneficial for businesses and marketers alike because it allows them to focus on the customers needs and wants within… Continue reading Market Segmentation – Under Armour

When consumers make purchases on products or services their decisions are based around emotional, mental, and behavioral responses to the goods and their marketing (Kardes, 2014).  Personally, I am an emotional consumer because my mood, or feelings at that particular time directly affect my responses to the goods or service and ultimately affect my decisions.… Continue reading What Type of Consumer Are You?

Pepsi Co. has been working hard to become a better for you, and better for the world brand and company.  For decades, Pepsi Co. has been known for their sugar filled soda beverages and saturated fat snacks but they know that consumers want more choices with a larger focus on health.  Pepsi Co. has taken… Continue reading Findings and Limitations

Pepsi Co. is one of the world’s leading food and beverage companies with over $63 billion in net revenue in 2015 and a global portfolio of diverse and beloved brands (PepsiCo, 2017).  Pepsi Co. began in 1965 with the merger of Pepsi-Cola and Frito-Lay; and today has products that are sold in more than 200 countries… Continue reading Pepsi Co. Soda Without the Guilt