- PRINCIPLES OF MARKETING KOTLER 15TH EDITION HOW TO
- PRINCIPLES OF MARKETING KOTLER 15TH EDITION MANUAL
How have changes in the marketing environment created opportunities and threats for YouTube? (Be sure to include the time period all the way back to YouTube’s early days as a place where regular folks could upload low-quality homemade video clips. As people’s views of themselves and society have changed, how has YouTube helped drive those changes?) What appear to be YouTube’s unique strengths in analyzing the marketing environment? Which key principles from this chapter did company planners put to especially good use in anticipating, capitalizing on and even helping shape the new marketing environment? (Here, you will want to focus the discussion on competitors and publics, along with the demographic, economic, technological, can cultural environments. What do they think of those changes? The key question is this: how and how well has YouTube anticipated and even shaped new demands in the changing marketing environment? Use the following questions to focus the discussion. Finally, how have the students noticed that YouTube has changed over the past year. Be sure to view at least one video from the Partner Program. What makes these videos useful or entertaining? Would they be willing to also view advertising content in order to watch their favorite videos? Ask students what they believe YouTube does uniquely well, and view a few more examples based on student answers. Starting the Discussion To kick off the YouTube discussion, pull up the YouTube website at and ask the students to select a few of their favorite videos. This discussion provides a useful transition from the marketing management model provided in Chapter 2 to the concepts of analyzing the marketing environment presented in Chapter 3. Here, the discussion goal is to link YouTube’s threats, opportunities, and performance to the rapid changes occurring in the firm’s microenvironment and macroenvironment. The company’s humble beginnings and nimble marketplace approach paint a clear picture of the impact of the marketing environment on marketing strategy.
PRINCIPLES OF MARKETING KOTLER 15TH EDITION HOW TO
Going far beyond mere survival, YouTube reinvents itself regularly with new, forward-thinking ideas on how to produce, distribute, and monetize online video.
Change will be the only constant.ĭiscussion Objective A brief discussion of the YouTube story will help to illustrate how leading companies don’t just react to changes in the environment – they lead those changes. To remain on top, YouTube will have to be nimble in adapting to the ever-changing marketing environment-or better, in leading the change. YouTube is also developing an advertising model that’s built around the way people use the site, a model that best suits the needs of users, content providers, advertisers, and its own bottom line. YouTube generates more than $1 billion in annual revenue for Google, its parent company. Not only is YouTube generating mind-numbing traffic, it’s also making money. More than 30,000 partners in 27 countries now participate in the Partner Program, producing new content and sharing the revenue that YouTube generates from ads that accompany their videos. Instead of simply providing more access to traditional Hollywood-type content, YouTube created its Partner Program, which encourages aspiring Web video producers to create original new content for YouTube. Rather than simply surviving in its chaotic environment, YouTube is thriving, leading the way in shaping how video is produced, distributed, and monetized. Last year, it captured more than 1 trillion video views worldwide, giving it a 43 percent share of the online video market. Synopsis YouTube, the Internet video-sharing giant, burst onto the scene only a few short years ago.
PRINCIPLES OF MARKETING KOTLER 15TH EDITION MANUAL
Instant download and all chapters Solutions Manual Principles of Marketing 15th Edition Philip Kotler, Gary Armstrong Ĭhapter 3 ANALYZING THE MARKETING ENVIRONMENT LECTURE STARTER: CHAPTER 3 YouTube: Adapting to the Fast-Changing Marketing Environment
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