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Next week in the discussion sections, we will begin a weekly discussion of a selected article in the Wall Street Journal. Our first article will be “Europe Eats on the Cheap: Store Brands, 'Hard' Discounters Target Shoppers Squeezed by Economy,” by Christina Passariello, Aaron O. Patrick, and Max Colchester, September 30, 2008, p. B1. If you have an online subscription to the Wall Street Journal, you can find the article at http://online.wsj.com/article/SB122272404728187613.html?mod=djem_jiewr_MK . If you do not have an online subscription to the WSJ, please see the instructions at the end of this e-mail on how to access the article for free through the Crocker/Marshall library. For this first week, I will provide a “hard” copy during lecture, but you should try to access the article online now so that you know you will be able to find future articles online. As preparation for our discussion and possible questions on Midterm II, you should be able to answer the following questions:
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What are the mentioned characteristics of “hard” discounters?
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How does the penetration of “store” brands and “hard” discounters differ between Europe, the U.S., and developing countries?
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What is the impact of store assortment—i.e., the number and types of goods carried—on the costs of operating the store?
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With respect to the market share of store brands, what is expected to happen when the European economy recovers?
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To what extent are store brands advertised?
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In the discussion sessions next week, we will briefly discuss the strategies behind current political campaigns and advertisements. Please bring any interesting advertisements that you have found. You can bring “hard” copies of send any hyperlinks to hyperlinks@buad307.com. Please note that we will focus on the marketing strategies of the different campaigns rather than discussing the actual merits of the different candidates.
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A Study Guide for Material Covered in Class for Midterm II has been posted to the course web site at http://www.buad307.com/PDF/StudyChecklist--Midterm_II--F08.pdf . A “hard” copy of this study guide will be distributed in lecture on Tuesday. A sample Midterm II and Midterm II from the last two semesters will be posted by the end of next week.
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A number of individuals have inquired about whether discussion sections will be held during the week of Thanksgiving. As I mentioned on the first day of class, ince I do not have the authority to cancel the discussion sections, these will officially meet—meaning that I will show up. However, I do not expect any of you to do so. The Tuesday lecture session will meet, and you will be responsible for material covered during that session for the Final, but it is guaranteed that there will not be any in-class assignment that week.
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I hope you will all have the good taste to boycott the showing this evening at 7:00 p.m. of the very sleazy film about physical intimacy in an urban environment, a movie that is based on a television series that carries the same name. ;)
WEEK IN REVIEW: This week, we began our coverage of consumer behavior, discussing consumer problem recognition, information search, and decision making. In addition, we compared two different ways—exposure to a car dealership “sale” banner and television advertising—of reaching and influencing potential customers. Next week, we will continue with consumer behavior, emphasizing consumer attitudes and attitude change strategies. In the discussion sections, we will perform in-class experiments on consumer perception, discuss strategies behind current political advertisements and campaigns, and discuss the Wall Street Journal article.
Lars
Lars Perner, Ph.D.
Assistant Professor of Clinical Marketing
Department of Marketing, Marshall School of Business
University of Southern California
Los Angeles, CA 90089-0443
Phone: (213) 740-7127 Cell: (760) 412-0154
perner@marshall.usc.edu
http://www.LarsPerner.com
http://www.ConsumerPsychologist.com
Blog: http://delightfulreflections.blogspot.com/
"Normal people rarely ever make history."
To access this week’s article through the Marshall Library:
Login to MyMarshall at https://mymarshall.usc.edu
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Click on “Academics,” then “Marshall Library,” and then “Electronic Resources.”
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Select the "ABI/Inform through Proquest Direct" link.
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Click on the “Publications” tab.
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Click on the “W” link under “Show all publications.”
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Click on the Wall Street Journal, Eastern Edition link.
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Click on September 30, 2008.
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In the list of articles, find the article entitled " Europe Eats on the Cheap; Store Brands, 'Hard' Discounters Target Shoppers Squeezed by Economy." If the index structure remains static, this will probably be article #55. To reach this, you would click on the number 6 on the bottom right corner of the screen and then select article number 55.
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