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This article talks about the tendency for consumers to buy name brand drugs. It references the similarities between generic and name brand products, and about how people "believe" in the name brand products and do not trust the generic branded drugs despite the fact that they have exactly the same ingredients in them. In terms of product this article stresses the importance of a brand name and brand image in the consumer's eye. It highlights the fact that consumers are more likely to purchase products that they trust simply because of a logo or a name, even if the product costs substantially more. The article draws the point of how consumers first believe and then are conditioned to only buy name brand products. It brings to light that consumers need to consider the price quality perception and recognize that they are paying much more for exactly the same product.

Having dealt with migraines most of my life I was always used to grabbing Excedrin when I was at home because that is what my Dad kept around for his migraines. After coming to college and really being budgeted I found myself trying the off brand migraine relief medicines. I was hesitant but when it came down to it I found comparable relief with each and now get to enjoy the extra few dollars in my pocket. I think a lot of it was that I just grew up with a certain brand in the house so I think it matters what your parents buy because when it comes to you buying on your own it is often what you remember using. If my Dad had used off brand medications then I am sure I would have just continued that trend right off the bat and not hesitated on getting them.

This trend shows through with not only brand name drugs vs. generic drugs, but also with just about every kind of consumer product. It shows through with different kinds of food and drinks as well. It is very hard to tell the difference between Diet Sam's Club soda and Diet Coke, however we all tend to go with the brand name Coke product instead. This shows how consumers stick with what they trust even though the other option might be the same.

This article describes the luxury bag price points.  Everlane chose to use a pricing strategy of around $400 compared to bags $1000 in this category. They can offer these prices by "cutting out middle men like retailers, operation on modest budgets..". However, the big issue is convincing its customers that the quality is still there. Everlane also mentions they will not do discounts because of the customer sensitivity. 

I personally believe that Everlane's strategies are not only a fantastic approach at growing their consumer base, confidence and improving their brand image, but will also allow them to gradually squeeze in to compete with the handbag 'titans' - if you will. By eliminating excess costs and utilizing a penetration pricing method, not only will they be able to target a larger market that can afford their products, but they will also be displaying that they can compete with the other big name brands on the basis of quality alone.

I think the bags Everlane is selling at reasonable prices for this quality will pay off for them. I see this as a JCPenney type idea under Ron Johnson: selling items at good quality without sales or discounts. That way people will understand how Everlane is trying to give the customer the savings by cutting out the middle man/retailers to give customers the savings. If money grew on trees and I wasn't a broke college student, I would LOVE to buy one of those bags. To know it could sell at an upscale retailer for close to half the price with similar quality is great for the customer's piece of mind!

I think this article is a great example of how important it is for companies to be continually evolving and strengthening their brands. I currently work for Kairos Zero, which is an online marketing consulting company, and their main objective in helping their clients is specifically defining the target market. Once the target market is clearly defined for any company, they can use analytics to better analyze their main customers, how they behave, and what they are looking to experience with your product or service. In the case of this article, JC Penny was unable to evolve and develop new strategies for existing or new customers because their target market was not clearly defined, and JC Jenny's overall focus was not based on what the customer truly wanted. This directly affected their bottom line over the course of two years. Unfortunate for JC Penny, but demonstrates how important it is to cater to the customer and provide that "experience" that they are looking for.

As everyone has stated, JC Penney is in hot water because they have lost sight of what the main focus should be: the customer. Without focusing on the customer, how do they expect to keep them coming back? The main aspect of customer loyalty is keeping customers satisfied in order to make them want to be a continuous customer. Because JC Penney is making decisions based on what they think customers want without doing any market research to back up these decisions, it is apparent that their customer loyalty, which in turn, affects their sales is dwindling rapidly. One aspect of the article that I could relate to was when the author talked about using test brands to see customer's responses to the brand. While working at my part time job at Express clothing, we would always be sent one or two items that we didn't have and would use them as "test items" to see if customers would be interested in buying the item. If the items were purchased, we let the manufacturer know and they would determine whether they would send us the item to sell. If not, we would not sell the items in our store. I think using a test brand is a great idea for JC Penney to try. By using a select few items from different brands, they can see what is successful and what is not and plan accordingly.

When I saw the changes JCPenney made in person, I thought it made their company look a little bit cheaper. While it was nice to see low prices, I still liked the more "department store" feeling with cash registers in every department rather than just in the front of the store. I agree with Kara about how Apple is its own "breed" because Apple is constantly innovating their products to be more user friendly to their customers and they are constantly listening to their customers, not to mention their top of the line customer service. It is also a lot easier to listen to your consumers when you have one specialized product such as Apple with electronics. JCP sells a wider variety of things from clothing, to luggage, to home goods, to shoes. With that being said, I believe it is a lot more important for them to listen to your customers because they have a wider variety of target customers.

I like it! I want to be recognized, greeted, and assisted if I need to be. I can see where some people may feel uncomfortable but employees should be trained when to know when a person wants more help or to be left alone.

I find this kind of stuff extremely interesting. I honestly like that stores can track me like this because this means that they are more likely to send coupons and deals my way for the things I want to buy. I also think this is a great way for stores to get the perfect layout of their store by seeing where certain demographics walk around.

This is significant because it has implications beyond just marketing to consumers. The question is, how far should we trespass into citizens (aka customers) rights in order to improve the customers experience? This isnt JUST another marketing ploy, it's an experiment in eroding consumer privacy... and it's working. Marketers realize how little consumers are informed of their own behavior and by association they realize lengths to which they can go. But as privacy erodes, what do we really gain? Sure, it's great they can send us coupons and build our customer profile, but did companies consult the consumer and get consent to do this? Is this data collection all passively done because companies know the taboo behind privacy issues? What does this type of intrusion open up in the future? I think this is seen as simply "the way things are" because we are all desensitized to businesses (and governments) violating the privacy of information. I would like to point out that historically when masses of people in power simply accept things the way they are that's when really really bad things happen (slavery, child labor, exploitation, etc). Passive accumulation of this information seems to me complicit with those who actively accumulate this information- they're both invasions. We must critically think about how allowing such invasions actually works to shape the physical and mental landscapes of our lives, are we actually prepared to deal with the consequences? So, while it may seem like this is just another marketing ploy, we instead should see this as actually another breach of private information which will continue to shape consumer behavior.

I think the article is right to a certain extent, but the example of Abercrombie is a bit extreme. Obviously, every company tries to target a specific group of consumers but does that necessarily always have to imply that its marketing strategies are discriminatory? Shouldn't a company have the right to target a certain consumer base in order to ensure a profit? Or does the seeking for profit not justify any type of discrimination no matter how small?

This article focuses on three brands who have shunned specific consumer segments. Abercrombie and Fitch, Cristal and Burberry all have experienced issues in their process of market segmentation with offending specific consumers. Is offending specific consumers an inevitable consequence that all companies/brands will have to face? Not all brands can succeed with a one size fits all type of mentality, so how and when is it alright to completely exclude consumer segments? The types of people hired at these stores go through a specific process that is also discriminatory. For example, at A&F it is commonplace for only thin and attractive individuals to be hired on. Do we have a problem with this? How would we feel if we had the opposite type of individuals assisting us?

I agree with a lot of the previous comments. While I do not think it is right for brands such we Abercrombie to expressively shun people from their stores because they are not the right size or shape or do not have the right look, I think it's acceptable for stores to segment in terms of their "target customer." Whether or not to factor in different body types or "pretty people" is a controversial question. When I worked at Hollister in high school, it was apparent that they searched for attractive people by the way they sifted through customers that came into the store, or the way they approached people in the mall. While I understand the need to segment a market and have a target customer, I do not think the people that work at these stores or the customers that shop there should all be the same.

This article has great content about how marketers can master the consumer decision process. The article was written about a year ago, but the information is still very relevant and provides helpful tips on how to be most effective in this area as a marketer.

I would have to agree with Megan on this point. There is a statistic somewhere that identifies the average amount of time a person spends actually observing an ad, and in that tiny time frame, there is no way you could pull away all the information many ads are trying to convey. This is why there is a great push these days towards image messaging as opposed to textual advertisements

Although this article is titled, "Forget Engagement, Customers want Simplicity" I think this article provides an excellent response: http://www.forbes.com/sites/rogerdooley/2012/07/03/ikea-effect/ Although it was written a little over a year ago, I think it makes a pressing point. Simplicity is good, but too much of it and you will push the consumer away. There is a fine line between obligating the customer to be overly involved in the decision making process, but we need to remember to leverage their spending power. Consumers feel confident about their purchased because THEY chose to purchase it, not because it was pushed into their faces. Marketers need to remember the value the customer receives from the invested interest in the product. Although simplicity is an efficient and beneficial advantage, it limits personal investment into a product which intern negatively affects the value it holds in the consumers mind.

Effective simplicity to capitalize on consumer behavior: Although specialized grocers like Whole Foods provide limited product options to appear "simple" and avoid overwhelming consumers, does the lack of familiar items available intimidate the consumer and alter their decision making process?

A FUNNY look at Whole Foods - please be advised that the author is a stand up comic!

Really great ad to watch!

I really enjoy watching Chipolte's advertisements. I think it will make consumers more aware of thinking about where their food actually comes from. It brings me back to the article we read about "our generation" -- millennials and Toms, a think a new trend is what companies can do for others and our environment beyond the purchase. Like Sarah said it created an emotional reaction out of me -- which is a great way to connect with consumers.

I really love this ad! I think more and more companies need to focus on where their food comes from as well as what they can do for others and not just the bottom line. This ad created an emotional reaction from me and has strengthened my connection with Chipolte. I think there is something to be said about companies who care about the environment as well as their consumers. I think as a society we are becoming more and more health conscious -- Chipolte is just ahead of the game.

Green Mountain Coffee is opening a Keurig Store to hopefully get to know more about their customers and offer on site demos, special promotions, new product offerings, and unique accessories for the Keurig to customers

This is an interesting strategy for Keurig. Like Lindsey mentioned, it'll be interesting to see how this effects the companies over all sales. Although the venture will provide fantastic PR, the question is whether he gains will outweigh the costs. I agree with Lindsey again though, it is likely that a majority if the visitors will be non-existing customers, of whom will leave with a positive experience and thus opt to buy a Keurig machine of their own. It will also be interesting to see the "accessories" that will be available for sale. These products would appeal to the existing customers, but would also highlight their need to "update" their Keurig models and thus consume more of the brands products. It would be great to see Keurig develop their "eco-friendly" line a bit further. It consists of k-cups that are recycle friendly. Ufortunately these products are quite a bit more expensive, a problem Keurig is already facing; making products more available to a larger demographic.

This article was fascinating to me! This is another example of how companies who used to be primarily product only or even online only want customer feedback and input. I think the idea is great - to let people use the machine to see how it works and how it can work in their everyday lives. But the location 14 miles outside Boston is a little far away I feel. I hope it is successful - already the outside looks sleek, classy, and expensive and I think the design alone with get people into the door to explore the concept. Since their goal isn't to sell, sell, sell but rather to experience and learn from consumers, I think it will work. But I do agree in this still tight economy, going to your local Walmart or Bed, Bath, and Beyond to buy the same coffee pods is realistic.

This is another article that outlines how companies target consumers by obtaining information about there interests. Many people feel that a lot of these methods of gaining information are invasive or otherwise unsettling. How do you feel about information being gathered about your consumer behavior? Do you feel that they are going too far?

This article was really interesting, creepy, and yet educational all at the same time! I'm not surprised at all that companies are using these algorithms to track our movements. Yes, nothing is safe in this world and how can anybody trust anything?! But at the same time, we as consumers need to be aware of these insecurities because you never know who has access to the Wifi connections or internet access. All of this psychological analysis is used to increase sales. Maybe they didn't want this particular example to get out that the same type of technology is used in tracking terrorists, but we should understand as potential marketers that this is just to generate sales. And because of programs such as these, we may be introduced to brands and products that could change our lives for the better.

The ad targeting is very interesting- I have definitely noticed the targeted marketing durning this project. After searching Vera Bradley for my in class project all of my advertisements on Facebook and other searches are all Vera Bradley products!

The articles summarizes the most recent trends in e-commerce by giving advice to online retailers about what they should be aware of in 2013.

The page layout definitely has strong influence.. A company's website is becoming most important.. For most this is how a person gets their first impression on the business. The more tech savvy the business becomes the better likelihood for success in my opinion.

The number one must have is definitely mobile optimization. I actually tried buying something off my phone today while I was in the car. This creates for convenience for consumers because smart phones and tablets and other mobile devices are so popular right now. Free shipping is also extremely important especially for goods that weigh a lot or that would normally be a lot of money to ship.

Really interesting article about how our favorite fast food restaurant really responds well to the socio-cultural environment and adapts there products and presentation to win over the population- including famous chefs in this case.

What stood out in my head was the woman who was offended by the breading. Rather than taking this new food item as an insult, I think that the she should realize the efforts McDonald's makes to accommodate peoples' needs. Yes, it is not the same as homemade or some bakeries, but it is up to the French people to know the difference. McDonald's is only trying to create a low priced food that appeals to people considering the hard times that they have had.

Fantastic article. One important thing to remember for their new campaign however, is to remember the relevance of those commenting on their products. It's awesome that they were able to have the acceptance of a world-famous baker, but it would be even more influential if they could analyze cultural trends within France to see who really has an impact on the people. Is it this world known baker? Or, the friendly baker down the street. If they could grab a combination of positive expressions about their baguettes and other products, McDonald's could produce a positive message that would be received throughout various demographics of their target markets.

Topshop is a European retailer that has a very unique store layout. Do you think it is important for a unique retailer like Topshop to have a unique store layout? Do you think it was a smart move to have the store layout be different than it is in the U.K. or the same?

I think Topshop will be about the experience just as much or more than just a place for consumers to shop. With the unique store layout and variety of merchandise varying in price from $20 - $600, I think this will be a unique experience for consumers and become a place they want to shop. Also, I love how all the "rooms" are a little bit different--I think it would make a consumer feel like they were going to multiple little boutiques under one roof.

One of the components that set unique retailers apart is the store layout and Topshop has done that well in the UK. I have visited the Topshop in Chicago and love the layout. I think it is fun, trendy, and one of the reasons it is successful -- people enjoy the experience. Topshop in the UK has unique store layout -- so why not transfer that same idea to the US in a little bit of a different way? It was smart of them to change the store layout and has seemed to be successful so far.

This article discusses why consumers typically jump on impulse buys. Being knowledgeable of these triggers will make the buyer more aware in the future.

I think this article perfectly describes a lot of purchases made on black Friday. I have made a lot of purchasing decisions on this list. This is exactly how stores draw people into their stores by offering a huge sale but only for a limited time. Or for online shopping stores sometimes offer free shipping for a limited time in order to create impulse purchases.

I totally agree with Emily. After working the last three Black Fridays at Express, it's amazing to see how impulsive customers are when buying items. I am definitely one of those people as well, especially in a huge sale environment. You ask yourself "will it ever be this price again?" And if the answer is no, I will probably buy it.

This article discuses the future of retailing for AT&T specifically for brick-and-mortar locations. Their new store design will offer highly personalized services, solutions - not transactions, and emotionally engaging experiences.

I like the idea of the reps having tablets and their not being a counter between the customer and the rep. It would feel so much more friendly. I kind of want to go to the store next time I'm up that way. I think it is a good idea.

Great article! My article is also discussing omni-channel retailing and I really do think this is where retail is heading and think it is going to greatly improve overall customer experience!

This article discusses Staples incorporation of interactive kiosks and digital signage into their stores to help be more efficient with their square footage. They are trying to give customers "access to endless aisle shopping and ordering capabilities." Do you think shoppers will be disappointed by the limited amount of options on hand or will the ability to order more items in-store outweigh the limited selection?

The digital kiosk idea can be great, but only if it works effectively. In my experience, I tried using Targets kiosks that they started using to pull up a registry for a wedding. However, the system wouldn't allow me access to the registry, and even after an employee tried helping me, we both just kind of gave up. This is just one example how technology if used improperly can do more to hinder a consumer's experience than help.

I am not sure how I feel about Staples new plan to offer a limited selection in-store. If this is more for small items that there are many types of -- it is helpful and takes away the frustration of searching for a specific item among many alike items -- but why would we go into the store when we can just order it online? Going off Lina -- sometimes the reason people go into stores is to get the item there and then . . . this makes me think will ordering it in store be more of a hassle than a convenience? I think it will be interesting to see how consumers react to this new shopping experience. . I think it is a good way to incorporate online and in-store shopping but I think that this may just drive consumers to shop online and stray away from going into the store.

This article completely parallels what you have been stressing in class about making omnichannel shopping as cohesive as possible. Not only does the store have an expected image to fulfill, but if the store is utilizing a virtual app in addition to an online website, the channels need to work in harmony to achieve the same desired outcome. It is evident that different consumers have different buying preferences and habits, so it is important that no matter where the consumer is deciding to buy that the channel has a cohesive image that represents the overall brand as whole.

It will be interesting to see how stores respond to the changes in consumer needs. We talked in class about how our generation is very focused on the store experience. I think that we really enjoy stores that differentiate themselves from others in terms of service- that is why Apple and Nordstrom so frequently in class because they stand out in our minds and have made a prominent impression on us. However, I do think its important to recognize that not all in store cell phone usage is bad. Brands can really benefit from consumers being on their phones by encouraging them to check in, tweet at their friends, or engage online with the brand- for the potential in store benefit.

This was so interesting! I completely agree with the online-to-store relationships and why customers want to touch and feel the product. I experienced this when completing my e-commerce audit when shopping for my product (a CD). There were perks associated with purchasing online (an exclusive product not available in the store) but there were additional savings options when purchasing in the store. Mobile presence is huge and I foresee this aspect continuing to dominate the market for both brick-and-mortar and online retailers.

Patagonia has built a brand image that focuses on buying less and decreasing environmental harm. The strategy has actually worked so well Patagonia has actually had an increase in sales and caused other companies to follow suit and pledge to decrease there own harm to the environment. Patagonia has done a great job communicating with their consumers and have created a brand loyalty and great image while using this market strategy.

This truly blows my mind with it's level of genius alone. By urging people to live out their Patagonia jackets to the full extent of their life, they are not only conveying brand quality, but the 'idea' brands that millenials swoon over. By representing themselves as a Eco-conscious and 'caring' brand, they are inspiring more sales by urging the opposite. It's damn brilliant.

I agree with Patagonia's approach.. Society is becoming more and more green oriented and this approach targets that market. This is boosting sales and I believe will continue to raise sales because more and more people want to at least say they are trying to save the environment