What Is Marketing?
32 mins, 2001 The 1950s saw the start of a consumer boom. TV enabled advertisers to enter people’s homes. Marketing became a huge industry and was defined as the “4ps”: product, price, promotion and place. But how helpful is this? You buy one product, not another. Is it because of the packaging or where you… Read more »
What Is Marketing Research?
27 mins, 1996 All kinds of organisations use marketing research to help them make decisions. Quantitative research is about amassing numerical data. This can take the form of primary research (compiling data, questionnaires and telephone surveys) or secondary research (using existing sources of information). Qualitative research is more exploratory and attempts to discover why customers… Read more »
Keeping The Customer Satisfied
32 mins, 1996 A travel firm sets out to improve its approach to customer care. Secret filming captures where staff go wrong. Role play exercises demonstrate how to get it right. But what about the tour guide with his own eccentric approach to customer care? And can even the best techniques make up for a… Read more »
Marketing Research In Action
35 mins, 1995 A detailed study of how a US marketing research firm helps a client plan its marketing. Focusing on a car dealer, we show how a market survey questionnaire is designed, tested and put into practice. The video explains the use of “closed” and “open” questions, the importance of taking a representative sample… Read more »
Customer Care On Trial
25 mins, 1993 A secret camera explores what happens to a variety of customers in the real world. Includes examples of customers being treated with tact, incompetence and rudeness, both on the phone and face-to-face. NOTE: This is NOT a guide to giving customer care: it shows what happens in the real world and provides… Read more »
Marketing Strategy Case Studies: Tesco – Triumph & Tragedy
27 mins, 2015 Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant – but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley…. Read more »
Marketing Strategy Case Studies: The Starbucks Experience
27 mins, 2015 Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it’s become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known. HOW DID THEY DO IT? Starbucks’ success owes a lot to the vision of its… Read more »
Google: The Trouble With Success
28 mins, 2016 Google has grown from nothing in 1998 to a multinational tech giant. We tell that story, we identify the drivers of success. Founders Larry Page and Sergey Brin didn’t want to sell advertising at first – now Google search is a giant advertising cash cow. MODEL EMPLOYER We go inside the Googleplex… Read more »
Managing Change In Organisations
36 mins, 2018 PART 1 INTRODUCTION (21 mins) Change in business is nothing new – it’s the pace of change. The digital revolution has destroyed old businesses and created vast new empires. To survive, organisations must be quick to adapt – but people, generally, don’t like change. How can change be best managed? DRIVERS OF… Read more »
Global Change Strategies: The Car Industry
28 mins, 2018 PART 1 INTRODUCTION Globalisation in the car industry is nothing new. By 1928, General Motors and Ford were making vehicles in 24 countries. The 50s and 60s were the golden age of US and European car makers – but that was challenged by the arrival of the Japanese in the 60s and… Read more »
Change & Disruption: An Amazon.com Case Study
28 mins, 2018 The rise and rise of Amazon.com since start-up in 1994 is the classic case study in disruptive innovation. First an on-line retailer, broadening into a platform for other sellers, Amazon has been guided by the restless spirit of its founder Jeff Bezos. Bezos thinks long term – he expects his people to… Read more »
Setting Up A Small Business
39 mins, 2020 This is about two young people who set up their own high-tech business — and did it their way. Alex Eyres and Roxanna Barnard set up Sound Technologies Ltd in 2015. The business supplies and installs audio visual equipment for domestic customers and corporate clients — that includes home cinema, also sound… Read more »