| Come in! |
| Professor Dundee? We're ready to make our presentation. |
| Oh, yes. I did say 1 o'clock, didn't I? |
| Please, sit down. |
| So, who goes first? Bruce? Or you, Betty? |
| I guess I could. Bruce is always a little shy. |
| Not after he's had a lager for lunch, eh Bruce? |
| Heh, heh. No, Betty really should go first. |
| OK. Well, I'm reporting on the effects of different marketing strategies on the cheese and oil markets. |
| Different strategies obviously affect the sales volume differently. |
| I looked at the sales in two countries, New Zealand and Colombia. |
| And what did you find, pray tell? |
| Well, in New Zealand, the sales of both oil and cheese have declined pretty steadily. |
| And in fact, the sales have decreased more quickly than the population. |
| On the other hand, in Colombia, the volume of sales for both products has remained the same. |
| Wait, so you said sales in New Zealand have been going down? |
| Correct. |
| Suppliers have introduced two new upscale brands of each product, |
| which are a bit expensive but very tasty. |
| The big ad agencies are trying out a new series of ads that shift the focus from health to great taste. |
| They think that will get sales moving up in New Zealand, |
| where the population is less affluent and generally less health-conscious. |
| Brilliant. Thank you. And Bruce? |
| Uhhh... yeah. My report is about chocolate sales in Italy and Germany. |
| The two countries' marketers have found out that you have to market chocolate differently in each country. |
| For example? |
| In Italy, "Kostig", the most expensive brand, |
| pays shop owners to put the candy just about knee-high for an adult. |
| I don't see... |
| For little kids, that's about eye level! |
| That bright red candy is the first one they see, so they buy it! |
| Even better, they start telling their moms to buy it, too! |
| So, you mean... |
| Well, I mean, in Italy if you locate your product at the right location of shelves, sales do great. |
| They say it doesn't matter much what brand of chocolate you're selling. |
| As for Germany... |
| "Das Land der Schokolade". |
| Huh? |
| That's German. It means "The Land of Chocolate". |
| Germans love the stuff, so people make a joke and call Germany that. |
| Oh... uh, right... |
| So, you were saying? |
| Well, like you pointed out, Germans love chocolate. |
| But they're thrifty. |
| For a long time, the biggest selling brand was "Schmutzig", |
| mostly because it was the second cheapest, but didn't taste too bad. |
| Again brilliant! |
| A pretty good job, both of you. |
| Tell me, what do you plan to investigate next week? |
| I'm especially interested in the effects of colour on sales of products, |
| so I'll be looking at ads for cosmetics and cleaning products in the local market. |
| You know, like the distinct orange colour of Mr. Muscle, lavatory cleaning products. |
| And you, Bruce? |
| I'm focusing on the effects of different containers on sales of cookies. |
| So I'm going to look into packaging for cookies and how the materials they use will affect the image, and in turn sales. |
| You know, most containers are paper, |
| but some expensive cookies come in metal boxes. |
| The shiny metal boxes catch people's attention |
| and the image remains in the memory longer. |
| Well, it sounds like you two are all set. |
| But as always in this course, |
| I urge you both to pay much more attention to the advertisement extensions. |
| That's often the key. |
| Alright, any questions for me before you go? |
| No, I think I'm all set. Thanks! |
| Me too. Thanks, Professor Dundee. See ya later. |