Current Events 9 and 10

NEWS SUMMARIES

2007

A June 21 Fox News article proves just how far today 's marketing practices have evolved . The AP article details an innovative marketing partnership between convenience store chain 7-11 and movie-making giant 20th Century Fox . The two vastly different organizations have teamed up to promote Fox 's upcoming Simpsons movie . This marketing campaign involves the transformation of nearly a dozen 7-11 stores around the country into Kwik-E-Marts , a fictional convenience store found on the Simpsons television program . The change includes a redecoration of each store 's exterior

, new management (based on a character from the program , and new products bearing the brands found at the fictional store

This massive promotional tool is a unique twist on the advertising technique of product placement . While traditional product placement incorporates real products into the fictional world , reverse product placement literally brings fictional products to life . In fact , 7-11 has even commissioned some food companies to create products specifically for use in the campaign - an interesting example of business-to-business marketing

In addition , the campaign highlights important information which all marketers must consider when selling ' a company . These seemingly polar opposite companies partnered in large part because they found one commonality : a target niche of consumers . Both prospective fans of the movie and a sizable portion of 7-11 customers fall in the young male demographic . While Fox obviously gains promotion for its summer movie release , 7-11 also benefits from the young customers who will be drawn to the chance to interact with their favorite program . This short-term campaign can cultivate a whole new group of long-term , loyal consumers - the ultimate aim of any marketing practice

The campaign also sheds light on some of the pitfalls today 's marketers encounter . For example , the advertising agency for the campaign decided against including a fictional beer product in the promotion . This decision was made in part due to the fear that inclusion of this product would promote drinking to underage consumers . Uncertainty also surrounded the heavy use of an Asian man in the promotion (the stores manager , as marketers considered whether the man would be viewed as a negative stereotype , thus alienating some consumers

Most of all , the partnership demonstrates the creativity and thinking outside the box ' mentality required of today 's marketers . With competition increasing in all sectors , companies must find new ways to make their products and services stand apart

One of the major issues facing organizations today is employee performance . With workforce demands changing every year , how can an employer receive optimum performance

from employees ? A June 29 Time magazine article stresses just how much some employers are willing to invest in the long-term productivity of their employees and their overall organization

The article , entitled Businesses help workers lose weight , discusses the increasing trend of comprehensive employee wellness programs offered by employers . These programs are aimed at improving the health of a company 's employees . A varying range of services are offered (depending on the company 's individual policies . Services can include...