For example, Airbnb has shaken up the hospitality industry by allowing people to rent out spare rooms or their entire homes to strangers. The Uber and Lyft ride-sharing businesses allow consumers to find a ride from people looking to earn extra money with their vehicles. And with Uber you don’t have to worry about having enough cash or giving your credit card to the driver—payments and tips are all done through the Uber app. Traditional hotel and cab companies are crying foul, claiming that these businesses are not playing by the same regulatory rules to which they are subject. Others are concerned about safety amid reports of riders allegedly being attacked, kidnappings, and driver accidents, questioning the thoroughness of background checks on the 160,000-plus Uber drivers around the world. Some countries, states, and cities in the United States have banned Uber because of these issues. Describe how Uber’s business model works and the role technology has played in its success. What are the arguments for banning these types of businesses? What are the arguments for defending them? Describe one example of other businesses based on the sharing economy model and create a new business idea based on this concept. FITBIT What microenvironmental factors have affected Fitbit since it opened for business? Please explain them individually? What macroenvironmental factors have affected Fitbit? Please explain them individually? APPLE Take a look at Apple’s Web site (www.apple.com). Examine the pages that discuss the iPhone 7. What customer insights do you believe Apple paid attention to in the redesign of its famous mobile device? CAMPBELL What are the strengths and weaknesses of the Campbell Soup Company’s marketing information system? What objectives does Campbell have for the marketing research efforts described in this case? Compare the effectiveness of Campbell’s biometric research with its deep dive research. The biometric research is good at determining consumer reactions? Deep dive research is more exploratory?
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