This page provides access to a series of marketing exemplars.

The general idea is gentle learning through everyday, but unique, examples of great marketing.  

Montalcino – how place influences consumption

In this exemplar we visit Montalcino one of the great wine regions of the world. We begin by looking at ‘Made in Italy’ as a brand and then drill down to discover how this region manages regional wines and how they manage quality.

Road trip – searching for uniqueness

In this road trip we head off into the south west corner of Australia – searching for uniqueness. In this exemplar we focus on smaller examples of marketing practice. Along the way we find some quirky examples and also discover everyday organisations just doing lots of small things really well. One area worth mentioning is how many of the small businesses have adopted marketer-generated content strategies and tactics to enhance customer engagement and future sales.

Grand Tour of Tasmania

In the tradition of the Grand Tours of the past we will undertake a grand tour of Tasmania visiting a number of interesting destinations and having a number interesting marketing conversations. This exemplar can be employed to explore a number of marketing concepts and theories, including: the buyer decision process, the total product, episodic, cumulative, and aggregate satisfaction, involvement, co-creation

Adelaide: a mini break

In this exemplar we take a short break in the city of  Adelaide in the state of South Ausralia. The objective is look at a few businesses that are doing things well and to see how a destination can create a distinct, discenrable, and desirable brand identity. This exemplar is one of a number of exemplars that highlight the aggregate product & aggregate satisfaction.

Around Fremantle

In this exemplar we explore different businesses in the Western Australian city of Fremantle. Fremantle has always been a little different to its bigger sister Perth and we try to communicate this uniqueness.

Place Albany

In this exemplar we explore Albany in the great southern region of Western Australia this is an exemplar in the aggregate product series as it highlight how even on short visit to a regional centre a product is th some of a number of activities.

New Zealand road trip

In this exemplar we take a road trip in New Zealand visiting a number of destinations and interesting marketing examples.

A Grand Tour of Scotland

In the tradition of the Grand Tours of the past we will undertake a virtual grand tour of Scotland visiting a number of interesting destinations and having a number interesting marketing conversations.

London a 5 day break

In this exemplar we take a 5 day break in London. A number of marketing examples are discussed.

Beer branding: Brewdog

In this exemplar we explore on of the most exciting organisations in the UK and discover how they have developed a unique business philosophy.

Rosslyn Chapel

In this exemplar we see how movies increase awareness, interest, desire, & action may. In this exemplar we visit Rosslyn Chapel made famous in the Dan Brown’s, best seller The Da Vinci Code.

The isle of Arran

In this exemplar we visit the isle of Arran and employ this aggregate product to explore the 6 product components and highlight the importance of place, people, experience, and ideas.

New Lanark

One of the tenants of marketing, one that separates marketing from the selling or production concepts, is that marketing is built on profitable exchange relationships. In this exemplar we explore an early example of the evolution of marketing & a seminal moment in the evolution of management.

Kinetic Theatre

In this exemplar we look at an exception – The Sharmanka Kinetic Theatre. We do this to explore the product components & reinforce that product can be dominant in components other than goods and services.

The trip to Milan

In this exemplar we explore a budget airline experience between Glasgow & Milan. The question of service quality & inconsistency when flying on a budget airline is discussed – can a rude person be cool or are they trained this way?

The Duomo Milano

In this exemplar we explore the Milan Cathedral an architectural marvel. Consumer behaviour literature discusses the sacred & profane of consumption. The behaviour of some visitors suggests there is little knowledge and/or respect for places that some would consider sacred.

Exploring Milan

In this exemplar we take a tour of Milan, however, this trip is viewed through the eyes of a marketing practitioner and described through the concepts of marketing.

Galleria Milano

In this exemplar we visit oneof the great fashion cities of the world – the stylish Italy where bella figura is a Milanese preoccupation. In particular we visit one of the finest shopping arcades of the world.

Rizzoli Galleria

Within the Galleria is a beautiful bookstore. In this exemplar we take a look at what makes this shop so special.

Lake Como

In this exemplar we take a tour of Lake Como & surrounds, however, this trip is viewed through the eyes of a marketing practitioner and described through the concepts of marketing.

Place & Quality

Place can often communicate ideas of quality. One such example is Parmigiano-Reggiano – this is like an umbrella brand. In this example we will discover that even within this premium cheese category one family business directs its efforts to best satisfying the needs of those who prefer organically certified produce – better than best satisfying.

Ferrari

In this exemplar we explore Modena & Ferrari. Ferrari is a great example of branding – in particular having a meta-narrative, being consistent & respecting the heritage of the brand – but – at the same time constantly practicing product leadership.

Barga

In this exemplar we explore the Italian town of Barga – this town is positiones as ‘the most Scottish town in Italy’. Barga is all things Scottish – discover why.

Place: Burgundy

In this exemplar we explore the French region of Burgundy – a region that is renown for the quality of food and wine – and its scenery.

Paris

In this exemplar we take a tour of Paris through the eyes of a marketing practitioner.

Holland

In this exemplar we explore Holland as a trading nation,Tulipmanis and FloraHolland – the famous wholesale flower markets.

under re-construction

Singapore

In this exemplar we explore Singapore in terms of strategic intent, strategic image management,  why Singapore is an aggregate product,  which require careful management of aggregate satisfaction to nurture an aggregate brand with a value proposition and identity congruent with the strategic intentions.

Gardens by the bay

In this exemplar we explore Singapore’s gardens by the bay, and experience dominant product. Just as the gardens need constant attention keeping the total product fresh and best satisfying is also a challenge. This organisation employs a calendar of events to attract visitors and social media to amplify their promotional efforts.

London – Brexit

In this exemplar we discuss arriving in London to discover that the people of Britain have voted for Britain to leave the European Union. The immediate uncertainty for consumers and organisations becomes real.

Indian Motorcycles

In this exemplar we explore the evolution of the motorcycle, the rise and fall of a brand an how an orphan brand was brought back to life – with a passion for quality and value.

Memorial tourism

In this exemplar we explore war-related tourism and war memorials. This is a polarising topic and it demonstrates how our personal values vary. The research approach is nethnographic a combination of ethnography and netnography. In addition the academic tendency to discuss memorials as ‘dark tourism’ is questioned.

Grasstrees

In this exemplar we explore an exception. Most products are inanimate, however, some products are animate – living and therefore need constant care. Most products are produced. In this exemplar we look at an organisation that rescues and relocates Grasstrees an Australian and particularly slow growing plant.

The Kelpies

In this exemplar we explore an The Kelpies, at 30metres the ‘Kelpies’ are the largest equine sculptures in the world. Created by Andy Scott & located in a park land setting in Falkirk – they represent the ancient history of Scotland & the innovative nature of the people. Consider the CADDIE process.

Place: virtual

In this exemplar we look at the virtual world of today and compare it with the virtual world of the 1880s. Perhpas everything old is new again.

Beer marketing

In this exemplar we hear from an advertising executive and how a good advert is about finding the sweet spot.

Beer branding: Brewdog

In this exemplar we explore on of the most exciting organisations in the UK and discover how they have developed a unique business philosophy.

Kinetic Theatre

In this exemplar we look at an exception – The Sharmanka Kinetic Theatre. We do this to explore the product components & reinforce that product can be dominant in components other than goods and services.

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