Marketing Currents - Business and Marketing Current Events

How marketers convinced America to eat fish sticks

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There is perhaps nothing more quintessentially American than the fish stick.

Where else but in this nation could one freeze processed whitefish into a brick, cut it up into deep-friable strips, and ship it to a landlocked region like Kansas for immediate consumption?

Click here to read the story at the thehustle.co.

Discussion Questions:

  1. What is marketing?
  2. Why do companies market their products and services?
  3. According to this story, what helped to change America’s taste for seafood?
  4. What is positioning?
  5. How did Gorton’s position their product to boost demand for fish sticks?
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.

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