Chapter 2 Library of video links

A bank of links to marketing videos designed to demonstrate key principles and themes in practice.

Resource Title: RSM Discovery: Ethnic marketing - One size does not fit all
Brand and/or Topic: Ethnic Marketing
Resource Description: The days of one-size-fits-all marketing are over. Companies must use multicultural marketing approaches and target ethnic segments based on their own cultural framework. However, RSM's Anne-Sophie Lenoir discovered that when marketers create ethnic targeting strategies for each cultural group, they usually profile everyone within that group the same way, and overlook the differences between first and second generation minority consumers.
Channel: Rotterdam School of Management, Erasmus University
Link (URL): https://www.youtube.com/watch?v=yRQkqKgAoaQ

Resource Title: Seth Godin: Sliced bread and other marketing delights
Brand and/or Topic: Spreading Ideas
Resource Description: In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.
Channel: TedTalksDirector
Link (URL): http://www.youtube.com/watch?v=xBIVlM435Zg

Resource Title: How should marketers think about consumer behavior today?
Brand and/or Topic: Consumer Behaviour Patterns
Resource Description: An interview with Peter Fader, Co-Director, Wharton Interactive Media Initiative, Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School. He talks about patterns of human behaviour and how we are similar in our patterns.
Channel: FastForward
Link (URL): http://www.youtube.com/watch?v=gvjQ1XfMA_g

Resource Title: Why do we love Jingles?
Brand and/or Topic: Human memory, Jingles, Music in Advertising
Resource Description: With Super Bowl Ads just around the corner, University of Minnesota Carlson School of Management professor Joe Redden explains why we love commercials that have jingles. Jingles are so fun for the viewer and listener because while we may be singing them over and over again in our head, it also gives the consumer a strong memory of a specific product - which advertisers love. From the McDonald's Fillet of Fish commercial to the classic, ‘I want to be an Oscar Mayer wiener’, advertisers have a history of producing memorable ear worms. Redden's teaching and research focuses on consumer experience with satiation, variety, and quantity.
Channel: UniversityofMinnesota 
Link (URL): http://www.youtube.com/watch?v=x0pykZWiw5c

Resource Title: Professor Paul Fifield at IDM B2B Conference 2010
Brand and/or Topic: B2B, Value, Economic Recession
Resource Description: Headline speaker at the IDM B2B Conference in London in May 2010 is Professor Paul Fifield. Ultimately, everything comes down to what value the customer sees in your offer. Value shifts or 'migrates' over time as customers want new and different things but the 'Great Recession' has speeded up this process so that, often, current customer needs are almost irreconcilable with the same customers' needs just two years ago. Some of the post-recession shifts include the end of consumerism, the return of manufacturing, the rise of repair-ability over disposability, local over global, robustness over hi-tech and quality over quantity.
Channel: theIDM
Link (URL): http://www.youtube.com/watch?v=uKV4d59VRmc

Resource Title: Key Account Management: Selection
Brand and/or Topic: B2B, Key Account Management, KAM
Resource Description: Understand who your key accounts really are. Learn to extract more value from your key accounts and improve the relationship with them.
Channel: OxfordLearningLab
Link (URL): https://www.youtube.com/watch?v=IQW7MTFbGY0

Back to top