Marketing Currents - Business and Marketing Current Events

The Marketing Campaign That Helped Make Fish Sticks An American Staple


Fish sticks are the American cousins of British fish & chips: they may seem to speak the same language of white fish meat enclosed in a fried batter exterior, but American fish sticks tend to be smaller, and sometimes are even made out of a fish paste and then molded into their distinctive rectangular shape.

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Discussion Questions:

  1. What are fish sticks?
  2. Have you ever eaten a fish stick product? If so, what brand was it?
  3. What is marketing?
  4. What is the marketing mix?
  5. How might you apply each component of the marketing mix to the success of fish sticks in America?
  6. What is product awareness?
  7. How can marketing help to build brand or product awareness?
  8. What is advertising?
  9. What are the different types of advertising?
  10. Which types, according to this story, were most important to the success of fish sticks?
  11. Why was it important to the success of fish sticks?
  12. What is a product life cycle?
  13. How would you describe the product life cycle of fish sticks?
  14. What is entrepreneurship?
  15. How might this story provide an example of entrepreneurship?
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.