CH-18 Social Media and Marketing – MKTG: Principles of Marketing : Book Guide

CHAPTER 18 Social Media and Marketing This chapter begins with the learning outcome summaries, followed by a set of lesson plans for you to use to deliver the content in Chapter 18. • Lecture (for large sections) on page 3 • Company Clips (video) on page 4 • Group Work (for smaller sections) on page 5 Review and Assignments begin on page 6 • Review questions • Application questions • Application exercise • Ethics exercise • Video assignment • Case assignment We’ve also created integrated cases that cover the topics in Chapters 15 through 18. • Yellow Tail on page 16 • Boston Blazers on page 20 LEARNING OUTCOMES 18-1 Describe social media, how they are used, and their relation to integrated marketing communications Social media, commonly thought of as digital technology, offer a way for marketers to communicate one-on-one with consumers and measure the effects of those interactions. Social media include social networks, microblogs, and media sharing sites, all of which are used by the majority of adults. Smartphones and tablet computers have given consumers greater freedom to access social media on the go, which is likely to increase usage of social media sites. Many advertising budgets are allotting more money to online marketing, including social media, mobile marketing, and search marketing. 18-2 Explain how to create a social media campaign A social media campaign should take advantage of the three media categories: owned media, earned media, and paid media. To use these types of media in a social media campaign, first implement an effective listening system. Marketers can interact with negative feedback, make changes, and effectively manage their online presence. Paying attention to the ways that competing brands attract and engage with their customers can be particularly enlightening for both small businesses and global brands. Second, develop a list of objectives that reflects how social media dynamically communicate with customers and build relationships. 18-3 Evaluate the various methods of measurement for social media Hundreds of metrics have been developed to measure social media’s value, but these metrics are meaningless unless they are tied to key performance indicators. Measurement is an important area within social media. Three primary areas include social media measurement that determine the ROI of various tools; public relations measurement that attempts to quantify the impact of social media on traditional press coverage and other elements of PR; and social media monitoring, which are tools used for customer service improvement, brand management, and prospecting. 18-4 Explain consumer behavior on social media To effectively leverage social media, marketers must understand who uses social media and how they use it. If a brand’s target market does not use social media, a social media campaign might not be useful. There are six categories of social media users: creators, critics, collectors, joiners, spectators, and inactive. A new category is emerging called “conversationalists,” who post status updates on social networking sites or microblogs. 18-5 Describe the social media tools in a marketer’s toolbox and how they are useful A marketer has many tools to implement a social media campaign. However, new tools emerge daily, so these resources will change rapidly. Some of the strongest social media platforms are blogs, microblogs, social networks, media creation and sharing sites, social news sites, location-based social networking sites, and virtual worlds and online gaming. Blogs allows marketers to create content in the form of posts, which ideally build trust and a sense of authenticity in customers. Microblogs, like Twitter, allow brands to follow, retweet, respond to potential customers’ tweets, and tweet content that inspires customers to engage the brand, laying a foundation for meaningful two-way conversation. Social networks allow marketers to increase awareness, target audiences, promote products, forge relationships, attract event participants, perform research, and generate new business. Media sharing sites give brands an interactive channel to disseminate content. Social news sites are useful to marketers to promote campaigns, create conversations, and build Web site traffic. Location-based social networking sites can forge lasting relationships and loyalty in customers. Review sites allow marketers to respond to customer reviews and comments about their brand. Online and mobile gaming are fertile grounds for branded content and advertising. 18-6 Describe the impact of mobile technology on social media The mobile platform is such an effective marketing tool—especially when targeting a younger audience. There are six reasons for the popularity of mobile marketing: (1) mobile platforms are standardized, (2) fewer consumers are concerned about privacy and pricing policies, (3) advertising can be done in real time, (4) mobile marketing is measurable, (5) in-store notification technology such as Apple’s iBeacon can send promotional messages based on real-time interactions with customers, and (6) there is a higher response rate than with traditional advertising. Because of the rapid growth of smartphones, well-branded, integrated apps allow marketers to create buzz and generate customer engagement. Widgets allow customers to post a company’s information to its site, are less expensive than apps, and broaden that company’s exposure. 18-7 Understand the aspects of developing a social media plan The social media plan should fit into the overall marketing plan and help marketers meet the organization’s larger goals. There are six stages in creating an effective social media plan: (1) listening, (2) setting social media objectives, (3) defining strategies, (4) identifying the target audience, (5) selecting the appropriate tools and platforms, and (6) implementing and monitoring the strategy, Listening and revising the social media plan to accommodate changing market trends and needs is key to an effective social media plan. TERMS blog media sharing sites social commerce corporate blogs microblogs social media crowdsourcing noncorporate blogs social media monitoring location-based social networking sites review sites social networking sites social news sites LESSON PLAN FOR LECTURE Brief Outline and Suggested PowerPoint Slides: Learning Outcomes and Topics PowerPoint Slides LO1 Describe social media, how they are used, and their relation to integrated marketing communications 18-1 What Are Social Media? 1: Social Media and Marketing 2: Learning Outcomes 3: Learning Outcomes 4: What Are Social Media? 5: What Are Social Media? 6: Social Media Tools and Platforms 7: Social Media and Consumers 8: How Consumers Use Social Media 9: Social Commerce 10: Social Marketing and Integrated Marketing Communications LO2 Explain how to create a social media campaign 18-2 Creating and Leveraging a Social Media Campaign 11: Creating and Leveraging a Social Media Campaign 12: Categorizing Media Types 13: Leveraging Different Types of Media 14: The Listening System 15: Social Media Objectives LO3 Evaluate the various methods of measurement for social media 18-3 Evaluation and Measurement of Social Media 16: Evaluation and Measurement of Social Media 17: Social Media Metrics LO4 Explain consumer behavior on social media 18-4 Social Behavior of Consumers 18: Social Behaviors of Consumers 19: Categories of Social Media Users 20: Categories of Social Media Users LO5 Describe the social media tools in a marketer’s toolbox and how they are useful 18-5 Social Media Tools: Consumer- and Corporate-Generated Content 21: Social Media Tools: Consumer- and Corporate-Generated Content 22: Social Media Tools 23: Blogs 24: Microblogs 25: Social Networks 26: Exhibit 18.1: Facebook Lingo 27: Media Sharing Sites 28: Social News Sites 29: Location-Based Social Networking Sites 30: Review Sites 31: Virtual Worlds and Online Gaming LO6 Describe the impact of mobile technology on social media 18-6 Social Media and Mobile Technology 32: Social Media and Mobile Technology 33: Mobile and Smartphone Technology 34: Reasons for Mobile Marketing Popularity 35: Common Mobile Marketing Tools 36: Apps and Widgets 37: Apps and Widgets LO7 Understand the aspects of developing a social media plan 18-7 The Social Media Plan 38: The Social Media Plan 39: The Social Media Plan 40: The Changing World of Social Media 41: Chapter 18 Video 42: Part 5 Video Suggested Homework: • The end of this chapter contains an assignment on the Zappos video and the Kickstarter case. • This chapter’s online study tools include flashcards, visual summaries, practice quizzes, and other resources that can be assigned or used as the basis for longer investigations into marketing. LESSON PLAN FOR VIDEO Company Clip: Segment Summary: Zappos Zappos, a large online retailer, has a vibrant culture focused on customer service. The company uses social media to help customers and interact with them personally. Part of each customer reaction involves taking the time to demonstrate individual personality and the Zappos culture, all of which make Zappos one of the top in customer service. These teaching notes can be assigned for students to prepare before class, in class before watching the video, during class while watching the video, or after students have watched the video. During the viewing portion of the teaching notes, stop the video periodically where appropriate to ask students the questions or perform the activities listed on the grid. You may even want to give the students the questions before starting the video and have them think about the answer while viewing the segment. That way, students will be engaged in active rather than passive viewing. PRE-CLASS PREP FOR YOU: PRE-CLASS PREP FOR YOUR STUDENTS: • Preview the video segment for Chapter 18. This exercise reviews concepts for LO6. • Review your lesson plan. • Make sure you have all of the equipment needed to show the video to the class, including the DVD and a way to project the video. • You can also stream the video HERE • Have students familiarize themselves with the following terms and concepts: mobile technology, consumer protection and privacy, and marketing to children. • Review a variety of online retailers, including Zappos, and other favorite sites. VIDEO REVIEW EXERCISE ACTIVITY Warm Up Begin by asking your students the following questions: • “How many purchases do you make online in one year?” • “Do you make an equal number of purchases at local establishments?” • “Why do you choose one over the other?” [For students who raise their hands to the last question, push them to answer why.] In-class Preview • Segue into a lecture that centers around these questions: “How does technology change consumer behavior? and “What does this mean for Marketing”” • Review the negatives and benefits of social media and what it means to local businesses and national businesses. • Review the Company Clips questions below with students. They should be prepared to answer them after viewing the video. Viewing (Solutions below.) 1. What is Zappos’ social media marketing plan? 2. Is Zappos’ customer service social media owned, paid, or earned media? Explain. Follow-up • Spark a debate in class by asking students to respond to the following statement: “Parents should screen cell phone usage of all minor children.” • Have students use the Internet or Yellow Pages to identify a cell phone retail store, such as those mentioned in the video. Students should then e-mail or call the company and ask the manager or sales personnel to describe the level of sales to young children and parents of young children. Ask students to be prepared to share their research at the next class meeting. Solutions for Viewing Activities: 1. What is Zappos’ social media marketing plan? Answer: Zappos' social media marketing plan focuses on building strong customer relationships and fostering community engagement. Key elements include: 1. Authentic Engagement: Zappos prioritizes genuine interactions with customers, responding promptly to inquiries and comments across platforms. 2. Customer-Centric Content: They share content that resonates with their audience, including product highlights, fashion tips, and customer stories. 3. Brand Voice: The company maintains a fun and quirky brand personality, which is consistent across all social media channels. 4. Community Involvement: Zappos actively participates in community events and encourages customers to share their experiences, promoting a sense of belonging. 5. User-Generated Content: They leverage customer photos and reviews to showcase real-life product use, enhancing trust and relatability. Overall, Zappos’ approach emphasizes customer satisfaction and loyalty through authentic and engaging social media interactions. 2. Is Zappos’ customer service social media owned, paid, or earned media? Explain. Answer: Zappos social media would be considered owned media, though social media blurs the line between owned and earned media, since it is not entirely under the owner’s control. However, because Zappos has the power to monitor content and decide what the tone of their posts will be, social media is considered owned for Zappos. LESSON PLAN FOR GROUP WORK The group activity should be completed after some chapter content has been covered, probably in the second or third session of the chapter coverage. For the activity listed below, divide the class into small groups of four or five people. Provide the information and the questions asked by the class activity. Group Activity – Corporate Social Networking Companies are increasingly using social networking sites such as Facebook and Twitter as part of ongoing business practices. The outcome of this exercise is to get students to understand the impact of corporate social networking. Divide the class into groups of four or five students. Each group should identify one company that engages in corporate social networking. Students are encouraged to select companies with social networking sites that they have personally used in the past. The company may be public or private, for-profit or non-profit, and provide products or services. Once a company has been identified, groups should work to answer each of the following questions in writing: 1. What social media Web site(s) does the company utilize? 2. Who is the company’s target market? Does the company do a good job of targeting these individuals through its social networking site? Why or why not? 3. Compare the company’s social networking site with its official Web site. How does the content and language differ between the two sites? 4. Social media objectives are listed in Chapter 18 in section 18-2b. Identify the company’s primary social media objectives based on actual communications on its social networking site. Be sure to provide examples. 5. Describe the promotional methods that the company uses to market products or services on its social networking site. 6. What do you recommend that the company do to stay on top of current social media trends? After each group is finished, have them share their ideas with the class. REVIEW AND ASSIGNMENTS FOR CHAPTER 18 REVIEW QUESTIONS 1. Why is having a social media campaign strategy important? Answer: Strategy is important because it links social media tactics to a larger plan. For example, if gaining awareness is a promotional objective, then this dictates which social media tools can and should be used, which then dictates which metrics can be useful. Facebook could be good for awareness and this could be measured through “likes” or friends. 2. What are some tools businesses can use to measure social media? How effective are these tools? Answer: Social media measurement: Ever-changing metrics that are used to determine the ROI of each tool. Social media measurement determines, for example, the conversion rate of a Facebook friend. Tools include Google Analytics, Social Mention, Twinfluence, Twitalyzer, and Klout, among others. Public relations measurement: Since many modern PR campaigns entail social media, public relations measurement exists to calculate the impact of social media on press coverage and other elements of PR. Tools include DIY Dashboard, Tealium, and Vocus, which quantizes information such as share of voice relative to competitors, stories by location, and a sentiment analysis for each press hit. Social media monitoring: Tools that are used less for campaign metrics and more for customer service improvement, brand management, and prospecting. Tools include BlogPulse, Technorati, Trendrr, Google Trends, Tweetdeck, Visible Technologies, and Trackur. Google News Alerts, a free online tool, leverages Google’s search technology to report relevant news stories and blog posts about any topic or organization. 3. What are some problems with measuring social media (e.g., what does a “like” on Facebook really mean?)? Answer: While social media does offer more measurement than traditional advertising, it is still evolving. There are some brands with millions of friends but some of them are not engaged and we still don’t know if this translates into sales. Some research companies have attempted to quantify “influence” and equate that to Twitter followers and Facebook fans but typically it will depend also on the brand. 4. Which social media tools do you think are the most useful for most businesses? Why? Answer: Right now, the social media tools that are most useful are Facebook because of its size, LinkedIn because of its business audience, Twitter because of its ability to get short messages out, blogs for expertise, and YouTube for visuals. Everyone is looking for growth in apps for smartphones and other devices. 5. What do you think is the future of mobile technology? How do you think mobile technology will change people’s daily lives? How will it change marketing? Answer: Mobile technology has been predicted to be the “next big thing” for marketing, and finally it looks like this has come to pass. smartphones enable people to bring everything with them. They can search for products, compare products, and even pay for products using their phones. Starbucks recently released apps for the Blackberry and the iPhone that allow customers to pay for their lattes with their phones. The most important aspect of mobile technology is that marketers can reach customers at the point of sale. APPLICATION QUESTIONS 1. What are some ways that social media has changed your daily life? What can marketers take advantage of for their promotional purposes? Answer: Students’ answers will vary. Some examples could include constant communication with family and friends, the ability to make recommendations on things that they like (e.g., music or brands), the ability to research products in a new way, and so forth. Marketer examples will depend on students’ answers. For example, location-based social networking allows a student to “check in” to a place and marketers could offer specials or coupons for customers who check in. 2. Choose a local business that is utilizing social media effectively. Analyze what they are doing by conducting your own social media monitoring. What tools can you use? What are the company’s objectives? What are they doing right? Answer: Business: Local Coffee Shop (e.g., "Brewed Awakenings") Social Media Monitoring Tools: 1. Hootsuite: For scheduling posts and monitoring engagement. 2. Sprout Social: For analytics and audience insights. 3. Google Alerts: To track mentions of the business. Company Objectives: • Increase brand awareness in the local community. • Engage customers and build a loyal community. • Promote special events and seasonal menu items. What They’re Doing Right: 1. Engaging Content: Regularly posts high-quality images of beverages and food, along with behind-the-scenes videos. 2. User-Generated Content: Encourages customers to tag them in posts, showcasing customer experiences. 3. Local Collaborations: Partners with local artists and businesses for events, amplifying reach. 4. Consistent Posting Schedule: Maintains a steady presence, keeping the audience engaged. 5. Community Interaction: Actively responds to comments and messages, fostering a sense of community. By effectively leveraging social media, Brewed Awakenings enhances its local presence and builds a strong relationship with its customer base. 3. Provide some examples of brands that have garnered success with social media. Provide some examples of some brands that have not been successful with social media. Based on this comparison, what are the key ingredients to getting customers to engage with a brand? Answer: Students’ answers will vary. Starbucks, Coca-Cola, Pepsi, and M&Ms are a few good examples of brands that have been successful with social media. Lady Gaga, Michael Jackson, and Justin Beiber are good examples of celebrity brands that have been successful with social media. Brands who have not embraced the transparency aspect of social media or fail to keep up with it generally fail to do well. The key ingredients of engagement, transparency, consistency of voice, and timeliness should all be considered. Additional answers will vary. 4. Assume you are starting a new yogurt store on campus. Develop a profile of your likely target market. What social media tools do you think will be most effective at reaching that audience? Why? Answer: Target Market Profile: • Demographics: College students aged 18-24, diverse backgrounds, both genders. • Psychographics: Health-conscious, looking for convenient and affordable snack options. Interested in trendy, customizable food experiences. • Behaviors: Frequent social media users, often share food experiences online, enjoy trying new flavors and toppings. Effective Social Media Tools: 1. Instagram: Ideal for sharing visually appealing images and videos of yogurt creations. High engagement potential with stories and reels. 2. TikTok: Great for fun, creative short videos showcasing unique toppings, DIY yogurt recipes, or challenges, appealing to the younger audience. 3. Snapchat: Useful for quick promotions and limited-time offers, fostering a sense of urgency. These platforms align well with the lifestyle and habits of college students, making them effective for reaching the target audience. APPLICATION EXERCISE One major issue regarding social media is the development of a company-wide social media policy—that is, a policy that states who can say what, when, and where on social media platforms (e.g., Facebook, blogs, Twitter). Companies and nonprofit organizations alike are struggling with social media policies, and there has been an increase in the number of employees getting into trouble for things posted on their Facebook pages. Take a look at the Social Media Governance Web site (http://socialmediagovernance.com/policies.php). Find a social media policy for a brand and one for a large nonprofit. Questions 1. Why do you think social media policies are important? Answer: Social media policies provide guidelines as to what can be said and who can say it. It is important to make sure that any department with social media responsibilities knows the rules. 2. What are some of the common elements you see in each of the examples of social media policies? Answer: Students’ answers will vary. Generally you will see rules for each tool such as Facebook, Twitter, and so forth. Blogs usually have content calendars. There are also rules about who can engage on social media and what they can and cannot say and so forth. 3. How do you think social media policies should extend to employees? Should what an employee posts on his personal Facebook page regarding his work life be held against him? Why or why not? Are there situations in which firing an employee for private posting is fair? Answer: Student answers will vary. This topic has been in the news recently and therefore students will have their own opinions. This is also a good chance to talk about the role of social media in developing a personal brand. ETHICS EXERCISE As people become increasingly comfortable posting their lives online via social networks like Facebook or through microblogs like Twitter, some companies have begun to build Web dossiers of consumers. They do this by mining the social Web on Facebook, Twitter, blogs, and online forums. Then they sell it to other companies. And here is the deal . . . most consumers have no idea that this is being done. While the use of customer data has been around for a few years (especially through companies like Amazon who use algorithms based on customer searches and purchases to make product recommendations), there are some privacy advocates who feel that mining and using data from the social Web crosses ethical lines. For their part, the companies that aggregate this information say that they are using this information to detect behavioral patterns in order for companies to provide better products and customer service. SOURCE: “How Companies Are Using Your Social Media Data,” http://mashable.com/2010/03/02/data-mining-social-media/. Questions 1. Do think that this practice violates privacy, or is it acceptable since it uses information that a person has posted voluntarily? Answer: Using information that a person has posted voluntarily can be acceptable, as users often share content with the expectation of public visibility. However, it raises privacy concerns if the data is used without consent or in ways that users did not intend. Clear communication and respect for user preferences are essential to balance effective marketing and privacy rights. 2. What are some promising ways that companies can use this data? Answer: Targeting, segmentation, and behavioral analysis are all promising. Using preferences and searching patterns can help search engines (and marketers) serve up more tailored information. 3. What are some questionable ways that companies can use this data? Answer: Anything that compromises privacy would be questionable. VIDEO ASSIGNMENT: Marketing to Kids Zappos, a large online retailer, has a vibrant culture focused on customer service. The company uses social media to help customers and interact with them personally. Part of each customer reaction involves taking the time to demonstrate individual personality and the Zappos culture, all of which make Zappos one of the top in customer service. 1. At which stage of effective listening does Zappos operate? A. Stage 4 B. Stage 5 C. Stage 6 D. Stage 7 Answer: C Zappos operates at stage 6: the customer service team identifies where customers are and responds to mentions about Zappos in real time. 2. Based on what rob discusses in this clip, which of the following does Zappos prioritize in its social media use? A. listening and learning B. promoting products and services C. Managing its reputation D. Improving customer service Answer: D Zappos is focused on creating the best customer service available, and dedicates significant resources to being the best customer service. Any social media goals would be primarily to improve customer service. 3. Which category of user is it most likely that Zappos is interacting with on Twitter? A. Creators B. Critics C. Collectors D. Joiners Answer: B Critics are people who post reviews, comments, and ratings, which would attract the customer service team at Zappos to answer any reviews/complaints. They could also be interacting with creators, but on a smaller scale. 4. Because Zappos is focuses on creating relationships with customers and interacting with them on a personal level, which of the following metrics would be most useful to the company? A. Interest B. Participation C. Influence D. Sentiment Analysis Answer: B If interacting with customers on social media is the focus, participation (which is the number of comments, ratings and time spent by users) will be the most important metric to monitor. 5. The Zappos twitter account, @Zappos_Service, is an example of A. Owned media B. Earned media C. Paid media D. Consumer generated media Answer: A Twitter and Facebook accounts are examples of owned media: online content that an organization creates and controls. Consumer-generated media are things such as blog posts that are created without an affiliation to a company. 6. Zappos.com is an example of a social commerce site. A. True. B. False. Answer: B Zappos.com is an e-commerce site. Customers can write reviews, but the focus is on selling products electronically. CASE ASSIGNMENT: Kickstarter Kickstarter is a Web site that enables independent creative professionals to raise funds for lofty commercial projects. Entrepreneurial artisans ask for pledges at fixed price points in exchange for tiered thank-you gifts—for example, a handwritten note for a $1.00 pledge, a copy of the final product for a $25.00 pledge, and a home-cooked dinner for a $10,000 pledge. After being approved for a Kickstarter campaign, an entrepreneur must meet or exceed her total fundraising goal within a set timeframe. If she cannot reach her goal, she loses all of the funds pledged to that point. Everything from board games to luxury underwear lines to stand-up comedy tours have been successfully funded through Kickstarter, as artisans have appealed to friends, family, and complete strangers from around the world to endow their dreams. Amanda Palmer, lead vocalist and pianist of offbeat rock group The Dresden Dolls, became the fastest ever entrepreneur to reach a Kickstarter goal in May 2012 when her campaign to finance a new independent solo album topped $100,000 in just four hours. Palmer was able to raise more than $250,000 in the first day alone after writing about the campaign on her blog, posting it to Facebook, and tweeting about it with her husband, author Neil Gaiman, to their combined 2.25 million Twitter followers. According to Reuters finance blogger Felix Salmon, “While Kickstarter was originally embraced by the undiscovered and impecunious, its greatest potential, in the music industry, is actually with established acts who already have a large following.” SOURCE: Katie McLeod, “Amanda Palmer’s Online Fundraising Efforts Explode,” The Boston Globe, May 1, 2012, www.boston.com/ae/music/blog/2012/05/amanda_palmers.html (Accessed March 26, 2013); Felix Salmon, “Kickstarter’s Growing Pains,” Reuters, May 1, 2012, http://blogs.reuters.com/felix-salmon/2012/05/01/kickstarters-growing-pains/ (Accessed March 26, 2013). TRUE/FALSE 1. Because it features a simple question and answer section and not a full-fledged newsfeed like Facebook, Kickstarter is not a social media site. Answer: False Social media is “any tool or service that uses the Internet to facilitate conversations.” 2. The first step when launching a Kickstarter campaign is to build relationships and awareness. Answer: False The first action a marketing team should take when initiating a social media campaign is simple—it should just listen. 3. According to the case, musician Amanda Palmer and husband Neil Gaiman used their combined Twitter presence to create buzz for Palmer’s Kickstarter campaign. Answer: True 4. Based on the chapter, Kickstarter could be classified as a media sharing site. Answer: False Media sharing sites allow users to upload and distribute multimedia content like videos and photos. 5. Kickstarter has developed software specifically for mobile and tablet devices, otherwise known as MMS. Answer: False Smartphone applications (apps) are designed specifically for mobile and tablet devices. MULTIPLE CHOICE 1. Kickstarter is representative of _____, a new area of growth that combines social media with e-commerce. A. Social commerce. B. Virtual exchange. C. Online business. D. Web-based retail. E. Digital shopping. Answer: A Social commerce is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services. 2. Amanda Palmer represents this category of social media user: A. Creator B. Critic C. Collector D. Joiner E. Spectator Answer: A Creators are those who produce and share online content like blogs, Web sites, articles, and videos. 3. When creating and leveraging a campaign on Kickstarter, a musician must do all of the following except: A. Develop an appropriate and attainable funding goal by which to measure the campaign’s success. B. Respond to any questions or negative feedback on the Kickstarter’s question and answer section. C. Establish an objective for the Kickstarter campaign to accomplish, such as the production of a new album. D. Listen to identify the thank-you gifts that will encourage fans to contribute. E. A musician must do all of these when creating a Kickstarter campaign. Answer: E A musician must do all of these things when creating and leveraging a Kickstarter campaign. 4. Marketers have found that _____ are useful for promoting campaigns, creating conversations around related issues, and building Web site traffic, so leveraging a site like Reddit would be an effective way to promote a Kickstarter campaign. A. Review sites. B. Corporate blogs. C. Social news sites. D. Media sharing sites. E. Location-based social networking sites. Answer: C Users post news stories and multimedia on crowdsourced social news sites such as Reddit and Digg for the community to vote on. The more interest from readers, the higher the story or video is ranked. 5. It is important for marketers to keep tabs on rumored Kickstarter competitors because: A. Social media sites never decrease in popularity. B. Other forms of marketing are fizzling out. C. It is important to have a presence on every possible social media outlet. D. Doing so may give you a competitive advantage. E. None of these. Answer: D Keeping tabs on social media rumors may give you a competitive advantage by being able to understand and invest in the next big social media site. GREAT IDEAS FOR TEACHING CHAPTER 18 Mandeep Singh, Illinois University ANALYZING AN ORGANIZATION’S WEB PRESENCE Assignment Overview The rapid proliferation of the World Wide Web (Web) has seen the emergence of a multitude of Web sites accompanied by a multitude of business models. While there is no certainty of who will survive in the competitive Web environment, one thing is for certain: the Web has changed the way business is conducted. The intent of this assignment is to heighten student awareness and understanding of an organization’s Web strategy by critically evaluating their online presence. The assignment may be completed by students working in teams or individually, depending on the desired level of rigor in the analysis. Project Objective Company Web sites should mirror the marketing strategy of the business those sites drive. This assignment serves a dual purpose: 1. Students must critically evaluate an organization’s Web presence. Students are expected to identify the key elements of an organization’s Web presence. 2. Students must evaluate an organization’s Web site from the Integrated Marketing Communications (IMC) perspective. Students are assigned specific Web sites and are required to evaluate the key elements driving an organization’s Web strategy. Overview of the Web site • Identify the nature of site (product/service) provider. Develop a brief industry profile. • What is the value source from the customer vantage point? • Identify their revenue model (i.e., how do they generate revenue?). Is their path-to-profitability clearly identified? • Source of volume: Which non–web-driven activity is being replaced (substituted) by the Web site? • Target market: Develop a detailed profile of consumers attracted to Web site and why. What share of the existing business volume do they represent? • If this is a Web site for a traditional business, what is the value addition for the current or new customer base? • Traffic/growth: What are the primary methods used to drive traffic to the Web site? What is the implication of this strategy on profitability? Competitor Analysis • Who are the main non-Web competitors? What are their main competitive strengths? • Who are the Web competitors? What are their Web strategies? What are their unique strengths? Are their sources of volume and target market shares different from ours? • How does this Web site rate or rank relative to the respective competitors’ strengths? • Is this Web site crossing traditional competitive boundaries and forming a new basis of competition? • What is the main competitive threat to this Web business? Competitive Advantage—Is It Sustainable? • The Web brand: provide a brand positioning statement (the value proposition). • How is the end user’s (and intermediary user’s) value proposition redefined? Compare the old benefits structure with the new Web site–driven benefits structure. • How is the delivery system redefined? • What is the economic benefit (to the customer and to the business)? • What benefits provided by the Web site (individually or in combination as a bundle) are truly unique and provide the potential for sustainable competitive advantage? • What is the likely competitor response to this Web benefit structure? Consumer Perspective • Does this Web site provide a personalized and convenient shopping experience? Does it build a customer profile? Is this profile automatically deployed on subsequent visits? • Is the Web site easy to use? Is it involving? Can it generate loyalty? Will it be in business five years from now (why)? • Evaluate customer service or contact options provided. • Is the Web site actively involved in conducting marketing research? • What is the adopted privacy policy of the organization? • What are some suggested improvements or modifications? How will they make for a more competitive or profitable and sustainable business? Web Presence from the Integrated Marketing Communications (IMC) Perspective • Discuss how this Web presence parallels the organization’s overall marketing strategy. • Identify and match common elements of the creative strategy along with the media utilized in the promotional process. • Evaluate the clarity and consistency of message components • Evaluate the tonality of the promotional campaign. PART 5 – Integrated Case Assignments MARKETING MISCUES Yellow Tails Tails-for-Tails Campaign Yellow Tail is an Australian wine produced by Casella Wines Pty Ltd. The company entered into bottled wine commercialization around the beginning of 2000 and quickly became a top imported wine into the United States. As such, it is not surprising that the company has targeted cause-related promotional efforts in the United States. However, the company created quite a stir in 2010 when it donated $100,000 to the Humane Society of the United States (HSUS). At first glance, one might think (as probably did executives at Yellow Tail) that this type of donation would engender strong support and affinity among American consumers. Unfortunately, just the opposite happened! The Humane Society of the United States According to the HSUS Web site, the society “ . . . is the nation’s largest and most effective animal protection organization—backed by 11 million Americans. . . . HSUS seeks a humane and sustainable world for all animals. . . . We are America’s mainstream force against cruelty, exploitation and neglect, as well as the most trusted voice extolling the human-animal bond.” Based on that mission, one might expect the HSUS to be a critical advocate for animals. Yet, the firestorm associated with the Tails-for-Tails campaign highlighted several possible flaws in the interpretation of what HSUS really does. For example, numerous reports point out that HSUS is not an animal shelter group seeking to take care of abandoned pets. Rather, some writers even suggest that the group is an animal rights extremist group opposed to the consumption of meat products and a group that seeks to outlaw progressive and humane agricultural practices. Adding fuel to the fire is the evidence that less than one percent of the HSUS budget actually goes toward the caring of animals. In a comment attributed to the Animal Agriculture Alliance, the American Institute of Philanthropy gave the HSUS a grade of “C–” in its Charity Rating Guide. Supposedly, the vast majority of the HSUS budget goes to fundraising, lobbying, and salaries. Tails for Tails On February 4, 2010, a Yellow Tail press release announced a collaboration between the company and the HSUS. In support of the HSUS mission to celebrate animals, the wine company made a donation of $100,000. The company said that it embraced animals and pointed to the company’s logo of a yellow footed rock wallaby as an example of that affiliation. In addition to point-of-sale visibility for the Tails-for-Tails campaign, Yellow Tail’s Facebook page would include a link to the HSUS pet photo contest. Via this online collaboration, consumers would receive information on how to make a donation to the HSUS animal rescue program. The Uproar The agriculture community has long felt like it has been a target of the HSUS. It was thought that the HSUS was an organization with a core mission of removing meat, dairy, and eggs from the American diet and, as such, putting farmers and ranchers out of business. Soon after the announcement of the Tails-for-Tails campaign, the U.S. Sportsmen’s Alliance sent a letter to the American distributor of Yellow Tail wine. In the letter, it was pointed out that efforts by the HSUS weaken wildlife conservation within the United States while attacking a major economic sector. The Alliance also tweeted about the collaboration between Yellow Tail and the HSUS. The agricultural community picked up on the news and word began to spread throughout the Twitter verse, and a public relations nightmare began for Yellow Tail. Within days, a “Yellow Fail” Facebook page was created and fans of the page skyrocketed to almost equal that of a Yellow Tail fan page. Bloggers condemned both Yellow Tail and the HSUS. A call to action was made to stop buying Yellow Tail wine. A fifth-generation rancher in South Dakota (USA) digitally recorded himself pouring Yellow Tail wine onto the snow while his cattle watched in the background. The recording quickly garnered thousands of views. Another rancher was seen using a bottle of Yellow Tail for target practice. People even became fans on Yellow Tail’s Facebook page just so they could write negative comments on the company’s wall. The agriculture community took a stand against Yellow Tail and the HSUS and used social media to disseminate its concerns. Sources: Amanda Radke, “Yellow Tail Wine Donates $100,000 to HSUS,” Beef, February 4, 2010, http://blog.beefmagazine.com/beef_daily/2010/02/04/yellow-tail-wine-donates-100000-to-hsus; Humane Society, www.humanesociety.org; The Grain Board, www.thegrainboard.com; Walter Pidgeon to Dill Deutsch, January 27, 2010, www.ussportsmen.org/Document.Doc?id=126; [Yellow Tail], www.yellowtailwine.com; Kay Smith of Animal Agriculture Alliance to Bill Deutsch, February 5, 2010, “Letter in Response to Yellow Tail’s HSUS Donation,” www.facebook.com/notes/animal-agriculture -alliance/letter-in-response-to-yellow-tails-hsus-donation/288862008417; Susan Crowell, “Yellow Tail Wine Donation to HSUS Incurs Farmers’ Wrath,” Farm and Dairy, February 9, 2010, www.farmanddairy.com/columns/yellow-tail-wine-donation-to-hsus-incurs-farmers-wrath/14217.html; “Jolley: Five Minutes with the Yellow Tail Fiasco,” Drovers Cattle Network, February 5, 2010, www.cattlenetwork.com/templates/newsarchive.html?sid=cn&cid=983537. Open-ended questions 1. Yellow Tail engaged in cause-related marketing. Why did the effort misfire? Answer: The effort misfired because Yellow Tail did not do due diligence in vetting its “cause” partner. There were various interpretations of what the cause, HSUS, actually believed and propagated. While at first glance it seems that the organization is against cruelty to animals, something that most people would agree with, many people suggested that the group is an animal rights extremist group opposed to the consumption of meat products and a group that seeks to outlaw progressive and humane agricultural practices. Since wine is often served with some sort of meat or fish product, it seemed odd that a wine company would partner with a group that was opposed to meat consumption. Adding fuel to the fire was the evidence that less than one percent of the HSUS budget actually went toward the caring of animals. Supposedly, the American Institute of Philanthropy gave the HSUS a grade of “C–” in its Charity Rating Guide since the vast majority of its budget goes to fundraising, lobbying, and salaries.. 2. What role did the social media ecosystem ply in this public relations nightmare? Answer: Social media played the key role in the dissemination of the angst about the tails-for-tails campaign. The U.S. Sportsmen’s Alliance tweeted about the collaboration between Yellow Tail and the HSUS. The agricultural community picked up on the news, and word began to spread throughout the Twitter verse. Within days, a “Yellow Fail” Facebook page was created and fans of the page skyrocketed to almost equal that of a Yellow Tail fan page. Bloggers condemned both Yellow Tail and the HSUS. A fifth-generation rancher in South Dakota (USA) videotaped himself pouring Yellow Tail wine onto the snow while his cattle watched in the background. The video quickly garnered thousands of views. Another rancher was seen using a bottle of Yellow Tail for target practice. People even became fans on Yellow Tail’s Facebook page just so they could write negative comments on the company’s wall. Thus, Twitter, Facebook, blogs, and YouTube were used to get the anti-Yellow Tail message out. TRUE/FALSE 1. There was a disconnect between the benefit of Yellow Tail product—wine—and its animal welfare initiative, Tails for Tails. Answer: True 2. Seen from the context of the communication process, a YouTube video of a rancher shooting bottles of Yellow Tail is also noise. Answer: True 3. Yellow Tail lacked an integrated market communication message. Answer: False Actually, it had an effectively integrated message between its public relations goals, advertising, and so on. This is why it generated the quick and negative response it did in the U.S. meat industry. 4. Tails for Tails would be appropriate had Yellow Tail produced a line of organic, sulfite-free vegan-friendly wines and specifically advertised its support of HSUS in friendlier venues such as vegetarian and vegan magazines and the like. Answer: False In public relations campaigns, there is usually no direct control over message audiences and Tail for Tails would have eventually generated the same negative response. MULTIPLE CHOICE 1. Associating Yellow Tail with HSUS on endcap signage in stores is a(n) __________ promotion. A. environmental B. Tails for Tails C. anti-meat D. social media E. sales Answer: E Store endcaps and like displays are sales promotions. 2. In Yellow Tails’ promotional mix, the Tails for Tails campaign is which of the following? A. advertising B. sales promotion C. publicity D. public relations E. all of the above Answer: D The Tails for Tails campaign was originally intended to show that Yellow Tail cared for animals and thus win over new customers who would, by their wine purchases, also contribute to a good cause. 3. The $100,000 donation “did not engender the strong support and affinity among American consumers.” It did not get any support from American agricultural groups representing the meat and dairy industry. What does this suggest about a global company like Yellow Tail? A. It should have hired a lobby group first. B. Its home market lacked the kinds of controversy the U.S. market had. C. HSUS had successfully deceived the Australians. D. It did not understand the politics or culture of its chief export market. E. all of the above Answer: D Although b is a good guess, the best answer is d. The United States has some of the most powerful agricultural interests in the world given the feedback it gave Yellow Tail. Also, American consumers, the target market, might be “going green” but have not embraced plant-based diets end masse. So doubling down with HSUS was not an option. 4. Yellow Tail finally perform some crisis management and withdraw its sponsorship from HSUS. This suggests the winemaker does not engage in __________. A. advocacy advertising B. due diligence C. institutional advocacy D. environmentalism E. animal rights Answer: A Advocacy advertising is a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks. 5. Why would it have been difficult or even impossible for Yellow Tail to leverage its support of HSUS? A. The winemaker lacked a complementary product for vegetarians and vegans. B. HSUS did not soften its tone. C. HSUS has no real animal shelter or rescue program. D. The winemaker wants to portray itself as friendly to animals without controversy. E. all of the above Answer: E Yellow Tail is a total mismatch given the aims and methods of HSUS, an incompatible “worthy” cause in this case. 6. What went wrong with the Tails-for-Tails campaign shows the power of __________ in undoing the good will that a company wants associated with its brands. A. Facebook B. social media C. Twitter D. a plant-based diet E. all of the above Answer: B Several social media outlets spread negative commentary about Yellow Tail’s support of HSUS, not just one. CRITICAL THINKING CASE Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius? The Boston Blazers is a professional indoor lacrosse team based in Boston, Massachusetts, that began play in 2009. It is one of ten teams in the National Lacrosse League (NLL). Other teams are: Buffalo Bandits, Calgary Roughnecks, Colorado Mammoth, Edmonton Rush, Minnesota Swarm, Philadelphia Wings, Rochester Nighthawks, Toronto Rock, and Washington Stealth. The Boston Blazers lacrosse team also faces pretty stiff competition in the professional sports arena with teams such as the Boston Celtics (basketball), the Boston Red Sox (baseball), the Boston Bruins (hockey), the New England Patriots (football), and the New England Revolution (soccer). Professional indoor lacrosse is in its infancy when compared to other professional sporting events and professional sports players. Event-wise, the average number of fans at an NLL game is 10,000 while game attendance at other professional sporting events averages anywhere from 20,000 to 30,000 for basketball, hockey, and baseball to 70,000 for football. Another huge differential is in terms of pricing. For example, in 2011, the Boston Blazers offered four tickets with food and drink (hamburger, fries, soft drink) for $99.00. That compares to around $500 for four tickets with food and drink at Fenway Park when attending a Boston Red Sox game. Player-wise, a professional indoor lacrosse player usually holds a “real” job and plays part-time for the NLL, receiving an average salary of $1,000 per game. In contrast, the average 2009 salary of a Major League Baseball player was $3 million. Nationwide Media Attention Professional sporting events have long focused on halftime entertainment as a critical aspect of overall fan experience. Probably one of the more memorable halftime shows occurred at the Super Bowl XXXVIII in February of 2004 with the oft-referenced “wardrobe malfunction” in which Janet Jackson’s breast was exposed by Justin Timberlake for about half a second. On January 15, 2011, however, the Boston Blazers rivaled the Super Bowl incident when the team captured the attention of news outlets across America for its controversial halftime show. Billed as a promotional event during halftime of the game against the Edmonton Rush, Scorch, the Blazer’s mascot, soon became the central figure in what became a YouTube sensation. According to fans, with the rap song Low blaring in on the sound system, a red carpet was put down with a chair for Scorch to sit in. Scantily clad dancers then competed to see which one of them could give Scorch the best lap dance. The lap dance event was broadcast on the Jumbotron video display during the performance. Numerous fans videotaped the performance on their cell phones and posted it to YouTube. However, these videos were soon removed from YouTube citing a copyright claim by the National Lacrosse League. Before its removal from the YouTube site, fans could be heard saying “Oh my God,” and young children can be seen sitting in their seats watching the halftime performance. A portion of the performance was captured and aired by a local news channel, with the video remaining on the news Web site. Criticism of the halftime performance used vocabulary such as “raunchy,” “scandalous,” and “extremely offensive.” The Apology The day after the game, the president and general manager of the Boston Blazers, Doug Reffue, posted an apology on the team’s Facebook page. He said, in part: The Boston Blazers halftime act for Saturday’s game was clearly not executed according to plan. We are extremely disappointed with elements of the halftime show. We had intended to provide an entertaining and fun halftime environment for our fans and that is not what transpired. In addition to the posted apology, Reffue offered 2,000 free tickets to the team’s next home game. Reffue’s apology, however, did not stem the media flare over the halftime performance. While it seemed that Reffue was attributing the performance to an unplanned and unexpected mistake, the detail and clarity of the performance made it obvious to fans that the performance was well-choreographed. The Outcome While some might have seen the performance as a mistake that would have an effect on fan patronage, this was not the case. Attendance at the game the night of the lap dance performance was 8,536. Attendance the week after the highly publicized lap dance was 10,422. Plus, the story was the biggest news coverage to ever hit the NLL. While the NLL commissioner noted that the lap dance performance was an error in judgment, he noted the bright side of the story by saying that it was a good thing in the long run if it helped people find out about the NLL and the Blazers. Sources: Rob Anderson, “In Lap-Dance Apology, Boston Blazers President Dodges Responsibility,” Boston.com, January 19, 2011, www.boston.com/bostonglobe/editorial_opinion/blogs/the_angle/2011/01/boston_blazers.html; Anne-Marie Dorning, “Out of Bounds: Lacrosse Mascot Gets Lap Dance during Game,” ABC News, January 19, 2011, http://abcnews.go.com/US/video-catches-soccer-mascot-lap-dance/story?id=12642649; Todd Feathers, “Blazing Apology,” HuntNewsNU.com, January 27, 2011, p. 5; “Racy Half-Time Show at Boston Blazers Game Featured Mascot Getting Lap Dance,” Fox News, January 17, 2011, www.myfoxboston.com/dpp/news/local/racy-halftime-show-at-boston-blazers-game-featured-lap-dance-competition-20110116. Open-ended questions 1. Do you think the performance was a well thought-out effort to generate publicity for the Boston Blazers? Answer: Given the impact on attendance at the next game and the NLL commissioner’s comment about bringing attention to lacrosse, students tend to think that the halftime performance was a well thought-out effort. While the team’s president and general manager offered an apology, it was a halfhearted apology at best. Never did Reffue say that the halftime performance had not been planned. Rather, he said that he was extremely disappointed with elements of the show. He did not say that the performance itself was unplanned, just that certain elements were not planned and were a mistake. The specifics on the choreographing make it obvious that this was a planned performance. Scorch, the mascot, was sitting in a chair that had been placed on a red carpet and there were girls ready to give him a lap dance. 2. How did viral marketing impact the Boston Blazers? Answer: For a professional sport that rarely garners public attention and one that has struggled to even get news coverage, viral marketing had a huge impact on both the team and the sport. Students could be asked to search online for information about the Boston Blazers and its halftime lap dance show. A search conducted in February of 2011 came up with over 35,000 hits! Attendees at the game that night were posting video on YouTube almost instantly. And, what makes more of a sensation than hearing about a YouTube video only to see that it has been removed for copyright reasons? Naturally, interested viewers continue to search until they find something to view. Fox News captured some of the lap dance on video and showed it on the local news and made it available on the local news Web site (myfoxboston.com). As of February 2011, this video segment was still available at: www.myfoxboston.com/dpp/news/local/racy-halftime-show-at-boston-blazers-game-featured-lap-dance-competition-20110116. Given the attendance numbers at the next game, viral marketing worked in favor of the Blazers. Attendance the night of the lap dance was 8,536, and attendance the next week was 10,422. It does not appear that the team’s management made a mistake in sanctioning the lap dance performance. Rather, the decision and subsequent viral marketing paid off for the team. The Boston Blazers took a huge chance with its halftime show, but it paid off for the team. TRUE/FALSE 1. More people attended subsequent Boston Blazer games because the team had turned a sophomoric stunt into a competitive advantage. Answer: True 2. The viral YouTube videos of the lap-dancing incident were cleverly exploited by the Boston Blazers. Answer: False Actually, the team’s response to the incident suggests it was a standalone promotion and there was no real plan, if any, to exploit the “black eye” the team had given itself the way Dominoes Pizza did with its Turnaround campaign in Chapter 17. 3. YouTube uploads of the halftime show provided a source of feedback for the marketing people of the Boston Blazers. Answer: True 4. The YouTube uploads provided both product placement and reason for crisis management. Answer: True Whether intentional or not, the Boston Blazer’s product, entertaining, competitive lacrosse and fun halftime shows—not seen at other sports venues—was Internet product placement. The “scandal” was also a test of damage control and rebuilding the team’s other image, that of a provider of entertainment for the whole family. MULTIPLE CHOICE 1. When a company develops its product, it must communicate (i.e., promote) the benefit to consumers. Does Doug Reffue’s Facebook posting (and free ticket offer) meet that criterion? A. No, it is simply an apology. B. Yes, sex sells and there is no such thing as bad publicity. C. No, only the team benefits and there are always free tickets set aside for promotions. D. Yes, because Reffue, even if insincere, is still promoting the team as family entertainment. E. No, because only the team’s gate receipts benefitted and the public was essentially teased. Answer: D Virtually any communication, even one that is remedial of a botched promotional strategy, is promotion. What Reffue did here was return to the message of wholesome family entertainment after that value was violated. 2. Let’s say, for the sake of argument, that the halftime lap dance was intended because it looked little different from what cheerleaders choreograph anyway. What role did the cheerleaders play and mascot play in the communication process? A. senders B. encoders C. message channel D. decoders E. receivers Answer: B Since being a cheerleader and a mascot is essentially performance art, they could serve both of these roles encoding the message that lacrosse is like a lap dance and as the message channels since they are communicating, albeit with questionable antics and gestures, for their respective teams. 3. If the lap dance had only been intended to titillate rather than market the Boston Blazers, what was social media’s role? A. YouTube made it possible for an isolated event to go viral. B. Facebook allowed the CEP to initiate a crisis communication strategy. C. It provided visibility that would cost the team very little in free advertising. D. Social media provided a two-way, real-time channel of communication between the team, its fans, and potential fans. E. all of the above Answer: E Although not intended as a social media campaign, the Boston Blazers could exploit the positives and negatives of social media in each of these responses. 4. Although not intended for a wider target audience, the lap dance controversy did accomplish the major tasks of promotion in the highly competitive Boston metro market. Which of the following would be an exception? A. The lap dance informed sporting event-goers that the Blazers were not a fringe league but part of a national sport league. B. The lap dance turned out to be a positive form of public relations that could be repeated in the future despite the front office apology. C. For those who may have seen one game, they were no reminded that they had “missed something” by not being repeat customers. D. The male demographic was persuaded to buy tickets (i.e., sex sells). E. Any perception that lacrosse was not a hot game had been changed in the public mind. Answer: B Promotion performs three tasks: inform the target audience, persuade the target audience, or remind the target audience. 5. For most organizations, publicity is intended to win good will and manage crises. So why did the Boston Blazers public relations people on the field allow for such risky behavior? A. The cultural context of a halftime show has changed from marching bands to entertainment that pushes the same boundaries other entertainment businesses do. B. The role of cheerleaders has evolved beyond dance numbers and pom-poms—they can be bad girls along with the bad boys on the field. C. The Duke lacrosse scandal added the cachet of sex to the sport and invites satire. D. American sports reflects American society. E. all of the above Answer: E Major league teams sell entertainment and have to compete with not only other sports but other forms of entertainment. Just like television and film, sex has been added to the mix and so the teams can indulge in having both ways, being saint and sinner. 6. The lap dance had a national audience and it can still be found on the Internet. For the NLL, what its affiliate team did was achieve the lowest cost per contact of any kind of advertising. What is the most likely reason for not trying to do these kinds of shock-value stunts more often? A. The public would eventually be insulted. B. It could open up the league to criminal investigation. C. It would eventually harm the league’s value as family entertainment. D. The CEO of the Blazers promised not to risk his organization’s reputation again. E. It is offensive and demeaning. Answer: C The brand value and corporate image of a national lacrosse league would be damaged and tilt away from the fine balance between wholesome entertainment and a high-energy and sometimes violent sport not unlike ice hockey. Solution Manual for MKTG: Principles of Marketing Charles W. Lamb, Joe F. Hair, Carl McDaniel 9781305631823, 9781285860145, 9781337116800