Marketing Management: How I Build This

Please listen to the video: https://www.youtube.com/watch?v=YGJGwPU0XFs , which is an audio associated with an interview of the founder of Zappos.After you listen to the interview, please read the attached file and answer the ten questions one by one.
how_i_build_this_questions.docx

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How I Built This Assignment
?How I Built This? is a podcast created by National Public Radio. The host, Guy Raz, interviews the
founders of some of the world’s best-known companies/brands. They discuss some of the successes,
failures and insights they have had in the process.
Your assignment is to listen to one of these podcasts and answer the questions below.
1. Give a brief introduction to the company (founder(s), how long it?s been around, product/services
offered, annual revenue, how much its worth, etc.). (Note: if the podcast discusses multiple
companies, focus on the most well known one.)
2. What makes this company unique?
3. How did founder say that s/he was measuring the company?s success? What milestones or time
frames were used?
4. Who did the company identify as its target market? How did the target market change over time?
5. How did the company try to provide value to its target market?
6. What competitors, if any, were trying to provide value to that same target market?
7. What things went on beyond the company?s control that either positively or negatively influenced
its success?
8. Briefly discuss each part of the company?s initial marketing mix (four Ps).
9. What are some ways in which the company adjusted its marketing mix across time?
10. Describe the biggest professional challenge you think this founder faced. Discuss how s/he
responded to it?
How I Built This Assignment
a)
1-800-GOT-JUNK?: Brian Scudamore
hh)
Lady Gaga & Atom Factory: Troy Carter
b)
5-Hour Energy: Manoj Bhargava
ii)
LearnVest: Alexa von Tobel
c)
Aden Anais: Raegan Moya-Jones
jj)
LinkedIn: Reid Hoffman
d)
Airbnb: Joe Gebbia
kk)
Lonely Planet: Maureen & Tony Wheeler
e)
Angie’s List: Angie Hicks
ll)
Lyft: John Zimmer
f)
AOL: Steve Case
mm) Melissa & Doug: Melissa & Doug Bernstein
g)
Atari & Chuck E. Cheese’s: Nolan Bushnell
nn)
Music Mogul: L.A. Reid
h)
Barre3: Sadie Lincoln
oo)
Patagonia: Yvon Chouinard
i)
Ben & Jerry’s: Ben Cohen & Jerry Greenfield
pp)
Power Rangers: Haim Saban
j)
Beyond Meat: Ethan Brown
qq)
Radio One: Cathy Hughes
k)
Black Entertainment TV: Robert Johnson
rr)
Real Estate Mogul: Barbara Corcoran
l)
Bumble: Whitney Wolfe
ss)
Rent the Runway: Jenn Hyman
m)
Burton Snowboards: Jake Carpenter
tt)
Rolling Stone: Jann Wenner
n)
BuzzFeed: Jonah Peretti
uu)
Samuel Adams: Jim Koch
o)
Carol’s Daughter: Lisa Price
vv)
Serial Entrepreneur: Mark Cuban
p)
Celebrity Chef: José Andrés
ww) Southwest Airlines: Herb Kelleher
q)
Chesapeake Bay Candle: Mei Xu
xx)
Spanx: Sara Blakely
r)
Chipotle: Steve Ells
yy)
Starbucks: Howard Schultz
s)
Clif Bar: Gary Erickson
zz)
Stonyfield Yogurt: Gary Hirshberg
t)
Compaq Computers: Rod Canion
aaa) Teach for America: Wendy Kopp
u)
Crate & Barrel: Gordon Segal
bbb) The Chipmunks: Ross Bagdasarian Jr. & Janice
v)
Dermalogica: Jane Wurwand
w)
Drybar: Alli Webb
ccc)
x)
Edible Arrangements: Tariq Farid
ddd) Tom’s of Maine: Tom Chappell
y)
Eileen Fisher: Eileen Fisher
eee) TOMS: Blake Mycoskie
z)
Five Guys: Jerry Murrell
fff)
aa)
Framebridge: Susan Tynan
ggg) VICE: Suroosh Alvi
bb)
Honest Tea: Seth Goldman
hhh) Virgin: Richard Branson
cc)
Instacart: Apoorva Mehta
iii)
Warby Parker: Dave Gilboa & Neil Blumenthal
dd)
Instagram: Kevin Systrom & Mike Krieger
jjj)
WeWork: Miguel McKelvey
ee)
Kate Spade: Kate & Andy Spade
kkk)
Whole Foods Market: John Mackey
ff)
Kendra Scott: Kendra Scott
lll)
Zappos: Tony Hsieh
gg)
Kickstarter: Perry Chen
mmm) Zumba: Beto Perez & Alberto Perlman
Karman
The Home Depot: Arthur Blank
TRX: Randy Hetrick

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