Marketing Currents - Business and Marketing Current Events

Americans want coffee that tastes like candy


With more people preparing coffee at home because of the pandemic, the market for fun-flavored creamers and beans — Almond Joy! S’Mores! Strawberry cheesecake! — is exploding as we bring our Dunkin’ Donuts and Starbucks taste buds to the living room.

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Discussion Questions:

  1. What is consumer behavior?
  2. Why is an understanding of consumer behavior important in marketing?
  3. According to this story, is coffee consumption growing in the United States?
  4. Why might that be?
  5. What is data as it relates to marketing?
  6. Why is data valuable to marketing professionals?
  7. What can marketers learn from the data presented in this news story?
  8. What is a demographic?
  9. Based on information from this story, what demographic is helping to build demand for coffee products?
  10. What are industry trends?
  11. What is the current trend in the coffee industry?
  12. How might that trend influence the way some companies market their products to consumers?
  13. What is a brand collaboration?
  14. Why do brands collaborate?
  15. What is an example of a brand collaboration from this news story?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.