Marketing Currents - Business and Marketing Current Events

As inflation drives shoppers toward store-brand essentials, big names like Kraft and Clorox take notice


The makers of brand-name products such as Tide detergent and Kraft Macaroni & Cheese are bolstering their defenses against store-brand rivals like Walmart’s Great Value products as shoppers’ budgets start to show signs of strain due to persistent inflation.

Click here to read the story at

Discussion Questions:

  1. What is consumer behavior?
  2. Why is it important for company’s to understand consumer behavior?
  3. What does this news story tell us about consumer behavior as it relates to purchase decisions in the current economic climate?
  4. What is pricing?
  5. Why is pricing an important component of the marketing mix?
  6. What is positioning?
  7. How might pricing represent a positioning strategy?
  8. What is a brand?
  9. What is a store-brand?
  10. Why are the sales of store-brands so strong right now?
  11. How are other brands like Kraft and Clorox responding?
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.