A huge selection of new clips has been added to the existing video suite for this edition to cover an even bigger range of chapters!

Download the videos from the links below. The videos are .mp4 format you will need Quicktime to view the videos. Click here to download.

Please note these are ZIP files, you will need to extract the files to view the videos.

Chapter 2: Situational influences

Organic Trading

Organic Trading is a retail store specialising in fair trade and organic goods. In this segment, retail consultant Kevin Hennah explains some key visual merchandising strategies that are proven to attract customers to the store, as well as maximise the amount they spend once they’re inside.

Website: www.organictradingco.com

Video: Organic Trading Company (29738.0K)

Activities for discussion, analysis and further research:

1. Describe the situational variables that might act on a customer walking into Organic Trading.
2. What suggestions do you have for how the shop can use situational influences to its advantage?
3. What are the weaknesses in the current layout of Organic Trading?
4. How does Kevin Hennah’s advice overcome some of the problems in the layout of the store?

Chapter 4: Information search

In this clip, experts from Google and Yahoo! Search marketing discuss how online search functions work, and provide advice for businesses on setting up their websites to maximise their chances of being 'found' online.

Websites: www.organictradingco.com, www.aquaticexplorers.com.au

Video: Aquatic Explorers and Organic Trading Company (23107.0K)

Activities for discussion, analysis and further research:

1. Do a web search for Aquatic Explorers and Organic Trading on the major search engines. Do you think the results for these companies have improved and, if so, why?
2. Browse the websites of these two companies. Do you think the information is easily accessible and contains everything a consumer searching for information would want?
3. How has the internet changed the way we search for information? What advantages and disadvantages does this create for businesses?

Brand adviser Tim Pethick talks to Lance and Julia from Blue Bottle about how a warranty can help build consumer confidence in their unique water-proof pouches, especially when the product is not well-known.

Video: Blue Bottle (27405.0K)

Weirder the Better is described by its owner, Graham pinning, as a circus shop

Finance expert Julia Bickerstaff talks to Graham about pricing, saying that Weirder the Better needs to treat the store and website as two separate businesses with different price structures. She also describes how businesses can make lots of information available online in order to build up customer trust.

Website: http://www.weirderthebetter.com.au

Video: Weirder the Better (47479.0K)

Pearsons Florist is a family business that has been in operation for 41 years. Avi Pollak has recently joined the business as a third-generation family member, so Barbara and Bernard Pollak are keen to make sure they integrate him into the business successfully.

This clip focuses on the key challenges many family businesses face, from creating an exit and succession plan to developing and defining roles within the business to ensure skills are utilised optimally to grow the business.

Website: http://www.pearsonsflorist.com.au/

Video: Pearsons Florist (55786.0K)

Chapter 8: Perception

Lance and Julie Duke are the owners of Blue Bottle, a business that manufactures and sells a range of water-proof pouches.

Brand guru Tim Pethick talks to Lance and Julie about changing the name and description of their product to make it more appealing to their target market.

Video: Blue Bottle (46069.0K)

Chapter 9: Learning and memory

Aquatic Explorers

Aquatic Explorers specialises in scuba diving tuition and retailing scuba gear. In this segment, marketing expert Rob Belgiovane helps Aquatic Explorers develop a new brand and logo, and explains the importance of branding. He discusses how consumers recall logos and how businesses can capitalise on this.

Website: www.aquaticexplorers.com.au

Video: Aquatic Explorers (16347.0K)

Activities for discussion, analysis and further research:

1. How do the changes suggested by advertising expert Rob Belgiovane create a more memorable image for Aquatic Explorers? Why is this important for effective advertising?
2. What values does the new logo for Aquatic Explorers appeal to? How do the marketing strategies suggested target consumers with these values?
3. How do you think the new logo allows Aquatic Explorers to position themselves in the market?

Hippo is an early learning centre where parents come with their children to support their learning and development. In this clip, marketing expert Linda Hailey talks to business owner Amy Firth about the importance of a consistent look and feel in marketing collateral, and not overwhelming their audience with too much information.

Website: http://www.hippokids.com.au/

Video: Hippo Early Learning Centre (44797.0K)

Lind Golf 01

Database expert Dave Chaffey meets Brad and Avi from Lind Golf, an online golfing store, to discuss how database marketing can help their business.

He focuses on building a database of clients, working out the right ‘message’ to send, delivering this message to the right people and measuring the results of the marketing.

Website: http://www.lindgolf.com.au

Video: Lind Golf 01 (43125.0K)

Lind Golf 02

Brand adviser Tim Pethick meets Brad and Avi from online golfing store Lind Golf to talk about their brand and point of difference.

Tim explains that the aim of any business is to have its customers market for them through word of mouth. He also suggests how to establish a brand personality, and discusses why it’s important to give customers a reason to shop with them instead of their competitors.

Website: http://www.lindgolf.com.au

Video:Lind Golf 02 (41418.0K)

Camp Hike Climb

Camp Hike Climb is a retailer of camping and outdoor equipment.
Linda Hailey talks to business owner Greg Lees about ways of marketing Camp Hike Climb in a cost-effective way. Linda explains that local area marketing (such as ads in the local newspaper) is critical for getting people through the door; however, this strategy often brings in leads that over time are not right for the business.

Linda also discusses how the company can use its logo more widely to improve its branding.

Website: http://www.camphikeclimb.com.au/

Video: Camp Hike Climb (46017.0K)

Chapter 11: Attitude and attitude change

Blue Bottle 03

Lance and Julie Duke are the owners of Blue Bottle, a business that manufactures and sells a range of water-proof pouches.

Brand guru Tim Pethick talks to Lance and Julie about changing the name and description of their product to make it more appealing to their target market.

Video: BlueBottle 03 (44797.0K)

Chapter 12: Australasian society

Lind Golf 03

Dave talks to Brad and Avi from online golfing store Lind Golf about how they can make their website and newsletter offerings more enticing to customers, while still using them to promote their products.

He advises them to consider why their customers would want to receive their newsletter, and to start to build a relationship with them. He also suggests that they consider targeting the newsletter to different segments of their market.

Website: http://www.lindgolf.com.au

Video: Lind Golf 03 (30267.0K)

Chapter 14: Group influence and communication

Australian Chocolate

Australian Chocolate, started by Vernon Stuber, is a new company in the competitive but lucrative confectionery market. Vernon’s aim is to distribute 5000 more chocolate bars to service stations, newsagents, video stores and other outlets around Australia by the end of this year. In this segment, entrepreneur-at-large Tim Pethick draws on his experience starting Nudie Juices to discuss how customers can not only be influenced through product sampling but can, in turn, influence retailers. This offers a novel solution to Vernon’s distribution difficulties.

Website: www.australianchocolate.com

Video: Australian Chocolate (19244.0K)

Activities for discussion, analysis and further research:

1. What ideas do you have about how Australian Chocolate could distribute their product samples to ensure information about their product spreads quickly?
2. Why is product sampling an effective tool for a company like Australian Chocolate?
3. What other features of the product could the company draw on to influence consumers?

Blue Bottle 04

Brand adviser Tim Pethick talks to Lance and Julia from Blue Bottle about creating a ‘story’ for customers to tell friends about their product – water-proof pouches.

Video: Blue Bottle 04 (18924.0K)

Business-to-business buying behaviour

Bec & Bridge

Bec & Bridge is a young fashion label, aiming to become a Sass and Bide style company. In this segment, the owners discuss a proposed marketing campaign to get their brand noticed in a highly competitive market and then discuss their decision to target specific retailers with sales expert, Tim Shaw. He provides them with advice on how to influence the high-end boutique owners to place orders for their relatively unknown clothing.

Website: www.becandbridge.com.au

Video: Bec and Bridge (17472.0K)

Activities for discussion, analysis and further research:

1. What parallels and what differences can you see between the buying behaviour of businesses and individual consumer behaviour? How might their concerns differ?
2. What are some of the strategies Bec and Bridge are advised to use to get their brand noticed and their product sold?

Zest

Linda Hailey talks to Zest owners Tim and Kimberley about marketing their product, lemon and lime flavoured beers, to both end-users (women) and their direct customers (retailers). What kinds of messages should be created for each?

Video: Zest (37189.0K)

Soap2Go

Donna Player, General Manager of Merchandise for Big W, talks with Gina and Jason Harker from Ultimatum about their innovative product, Soap2Go – a soap in paper form – and provides insight on some of the things big retailers require from their suppliers.

Website: http://www.soap2go.com.au/

Video: Soap2Go (32209.0K)

Acknowledgments

These videos were produced by Pinstripe Media Pty Ltd for McGraw-Hill Education Australia, to accompany the text Quester Consumer behaviour: Implications for marketing strategy.

We would like to thank the proprietors of the businesses profiled in these videos: Tim and Michelle Toft, The Organic Trading Company; Steve Grow, Aquatic Explorers; Vernon Stuber, OzChoc; Becky Cooper and Bridget Currer, Bec & Bridge; Lance and Julie Duke, Blue Bottle; Kimberley Hatchett and Tim Sporre, Zest; Amy Firth, Hippo Early Learning Centre; Brad Lindenberg and Avi Orsky, Lind Golf; Gina and Jason Harker, Ultimatum (Soap2Go); Graham Pinning, Weirder the Better; Barbara, Bernard and Avi Pollak, Pearsons Florist.

We would also like to thank the various experts whose advice we sought for these stories: Kevin Hennah; Aidan Beanland, Yahoo 7; Kate Vale, Google; Rob Belgiovane; Tim Pethick; Simon Collins; Linda Hailey; Dave Chaffey; Julia Bickerstaff; Tim Shaw and presenter David Koch.