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172 Cards in this Set
- Front
- Back
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In 1972, Starbucks opened its 2nd store near which university?
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University of Washington
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How many started Starbucks?
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3, but Zev leaves so 2 remain in 1980
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How many stores does Starbucks have entering 1980?
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4
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What tragedy hit Howard Schultz's family?
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They became homeless b/c they didn't have health insurance
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Of the Starbucks family, who was the first in his own family to graduate college?
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Howard Schultz
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In 1981, _________ was hired as head of marketing in charge of retail stores of Starbucks.
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Howard Schultz
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Where did Howard study people drinking coffee outside the home at least once a day?
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Milan
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Schultz's experience in _____ taught him about coffee's ________ _____.
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Milan
Social power |
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Starbucks' owners are:
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Jerry and Gordon
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Starbucks' marketing head who wanted to expand it was:
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Howard Schultz
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Starbuck's wanted to be known as the "________" between the home and work.
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"third place"
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Jerry and Gordon were __________; they were interested in __________.
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product-oriented
quality coffee and taste |
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Schultz was ___________; he was interested in _________.
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customer-oriented
the experience of the coffee |
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Who was right?
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ALL OF THEM; the experience of real coffee is open to multiple interpretations
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Starbucks' first 5 stors average number of customers a day was
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250
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The sixth store had a _______ which wasn't in the previous 5 which drew ______ customers the first day and within 3 weeks an average of ______/day.
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coffee bar
400 800 |
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The values of brand emerge over _______ as a result of ______.
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time
small everyday decisions |
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Over time, the brand _______________ which contributes to _________.
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builds up meaning
brand equity |
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Ideas for brands spring from:
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experiences in popular culture (cultural entrepreneurs).
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Phase II of Starbucks was what years?
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1985-1993
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Phase I ended with the thought that this "third place" could be the beginning of a:
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paradigm shift
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What problem did Jerry and Gordon have with the concept of the third place?
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They thought it would push them toward the restaurant business which they were uninterested in.
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When Schultz leaves to start his own shop, who does he hire? When?
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Dave Olsen
1985 |
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the Roman name for the greek god Hermes
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Mercury
god of commerce |
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Schultz's shop is alled
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Il Giornale
Italian for "the daily" (italian newspaper) |
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What happened in 1987?
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Jerry and Gordon put Starbucks up for sale.
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Who bought Starbucks and for how much?
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Howard Schultz
$4 million |
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What legal battle is Starbucks fighting currently in Asia?
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Trying to stop local coffee houses from using logos that too closely resemble the starbucks logo.
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sign, signifier, signified, code, semiotic field; attention, semantic and episodic memory, attitude, and decision-making are characteristics of:
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Cognitive paradigm
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interaction between architecture and bodies, the importance of physical space and the sensory environment
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Behavioral paradigm
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the shift in our consumer culture from objects to experience, the "product" now has more to do w/the social power of coffee and place
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cultural paradigm
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Marketing phenomena are always
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multidimensional and demanding interdisciplinary approaches
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Who is hired in 1989 for retail operations?
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Howard Behar
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Whos is hired in 1990 as chief financial officer?
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Orin Smith
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When did Starbucks decide to go public?
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1992
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"Going public" is one way of...
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generating venture capital
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What does going public mean?
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It makes part of the company available for the public to buy.
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How does going public increase opportunities for the company?
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may increase contacts/suppliers,
generates positive word of mouth among shareholders, increases brand loyalty, provides funds for expansion |
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6 bullets Starbucks tells investors..."These are the ______ of our brand"
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Pillars
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How much was Starbucks worth initially after going public?
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$273 million
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How much were shares bought for? Which is how much above the initial public offering?
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$21.50
$4.50 |
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Expansion strategy is aka
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"clustering"
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When starbucks opens up several shops in close proximity to saturate certain high foot traffic areas, it's essentially
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"bix box strategy"
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Why was franchising rejected?
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Starbucks wanted control over details and "clustering" doesn't fit w/franchising
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All stores are...
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owned and directly operated by Starbucks Corporation
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In a one mile radius in Seattle, there are how many starbucks?
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16
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What was the disagreement between Schultz and Behar about with "quality coffee?"
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Behar wanted to add skim milk, but Schultz thought only whole or half-and-half should be used for best taste
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Who won the milk battle?
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Schultz gave in and decided to allow skim b/c high quality coffee is relative to a cultural context
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The 3 debates of Starbucks:
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1. third place?
2. skim milk? 3. on airplanes? |
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What do we see a shift in w/each debate?
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Brand meaning
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How much were shares bought for? Which is how much above the initial public offering?
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$21.50
$4.50 |
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Expansion strategy is aka
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"clustering"
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When starbucks opens up several shops in close proximity to saturate certain high foot traffic areas, it's essentially
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"bix box strategy"
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Why was franchising rejected?
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Starbucks wanted control over details and "clustering" doesn't fit w/franchising
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All stores are...
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owned and directly operated by Starbucks Corporation
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In a one mile radius in Seattle, there are how many starbucks?
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16
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What was the disagreement between Schultz and Behar about with "quality coffee?"
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Behar wanted to add skim milk, but Schultz thought only whole or half-and-half should be used for best taste
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Who won the milk battle?
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Schultz gave in and decided to allow skim b/c high quality coffee is relative to a cultural context
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The 3 debates of Starbucks:
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1. third place?
2. skim milk? 3. on airplanes? |
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What do we see a shift in w/each debate?
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Brand meaning
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Does starbucks ever lose touch completely w/original historical context of brand/identity?
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No
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Phase Three was what years
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1994-2003; expansion
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What retail formats did they begin to experiment w/?
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barnes and noble's
chapters |
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Who did they work w/in developing worldwide airport coffee shops?
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Host Marriott
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Frappuccino is a good example of what?
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co-branding
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Starbucks teamed w who to form the north american coffee partnership?
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pepsi
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Which airline wanted to enter into a customer alliance w/Starbucks?
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United
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What was the agreement between the airline and starbucks?
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starbucks selected the coffee-making equpiment, tested it, experience in-flight taste tests, and trained attendants in coffee making
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Why was joining an airline significant for starbucks?
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it now had the exposure of international advertising paid for by United.
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Who else did they enter intoa customer alliance w/?
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Westin Hotels
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Interdisciplinary perspectives are useful for
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brand management
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The finance/marketing interface may play an important role in
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brand building
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branding impacts our...
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cultural experience
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IQ of average person
Einstein's IQ Langan's IQ |
100
150 195 |
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Who was the smartest person in America?
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Langan
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What was one of the most famous psychological studies in history?
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"termites"
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Is the relationship between success and IQ directly proportional?
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No; after a certain threshold, other variables take over such as creativity, ability to communicate w/others, work ethic, consistency, attitude, endurance, motivation, planning, and time management
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What poises starbucks for international expansion?
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their presence in airports, airplanes, and hotels
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Why did the consulting firm say no to starbucks in japan?
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business is take-out and japanese don't drink coffee on the street and starbucks' no smoking policy would disenfranchise the youth. also cost of real estate was sky high and would increase fixed costs.
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what should a company do if it wants to expand in an unfamiliar culture?
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joint venture w/a company that understands the values and norms
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Who did starbucks joint venture w/?
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the Sazaby company in Japan
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man who had lived in california and understood the starbucks brand and became head of starbucks in japan
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Yuji Tsunoda
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Started Seatle Coffee Company in UK
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Scott and Ali Syenson
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How many retail locations did starbucks have overnight when it bought the seatle coffee company?
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65
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UK is the ____ largets market in the world for starbucks behind who>?
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US
Japan |
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Why did China's impreial palace close its Starbucks?
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Critics said it was inappropriate for the site.
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Why does Starbucks believe China is its key to growth?
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1. china has a fast-growing economy-which is steadily if slowly being opened up to foreign competition
2. the sheer size of china's population |
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how many starbucks are there in china now?
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165
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how many countries is starbucks in?
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37
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how many stores does starbucks have worldwide?
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7,500
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Its retail strategy includes (6)
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joint ventures
licensing agreements customer alliances retail formats ingredient branding cobranding |
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Who came to starbucks from where as head of marketing?
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Scott Bedbury
Nike |
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What colors are used in starbucks and why?
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green: earth/grow
red: fire/roast blue: water/brew pastels: air/aroma |
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Think about each store in terms of:
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colors, furniture, and connections
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how does starbucks connect to local culture?
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brings themes from surroundings in
keeps core products the same across stores but adapts fringe products (green tea frap in japan and strawberries/cream frap in london during wimbledon) |
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What do consumers view Starbucks as ubiquitous?
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b/c of "clustering" approach to retailing and b/c of innovations in stay-fresh packaging
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anti-globalization activists use starbucks as an example of
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the unacceptable face of capitalism
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Wrote "No Logo" book
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Naomi Klein
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"No Logo" argues that starbucks has become...
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a "superbrand" seeping into every part of our culture
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Phase IV is what years?
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2003-present
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starbucks is trying to improve image through:
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urban coffee opportunites
starbucks foundation contributions to CARE |
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builds stores in deprived neighborhoods in hope of sparking development
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urban coffee opportunities
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provides funds for literacy programs
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starbucks foundation
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a humanitarian organization fighting global poverty
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contributions to CARE
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who is fighting starbucks for licensing agreements?
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ethopian farmers
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According to Outliers Chapter 4, what is important for success?
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practical intelligence
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practical intelligence is a result of ______ NOT ______.
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nurture; nature
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You can acquire practical intelligence through....
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practice
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strives to create opportunities for all members of a society to contribute to decision-making
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participatory democracy
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may braoden the range of people who have access to such opportunities
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innovative forms of technology
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may also facilitate equal access to information that may empower individuals
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technology
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How did Gutenberg contribute to empowering individuals?
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He invented the printing press which allowed making books affordable and available to the masses
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the ability to inexpensively print books eventually led to the wide dissemination of ideas: the education of the masses which was the beginning of the
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information age
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who solved the data-processing problem for corporations and how?
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IBM
the mainframe system/360 |
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who dominated the home computer industry until 1981?
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apple
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who replaced apple as the dominate home computer?
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IBM-PC
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What did the internet do for PCs?
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provided a way to connect them together
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the internet is essentially...
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a network of networks
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The internet made what possible?
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the world wide web
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_____ provides the physical infrastructure and _____ provides the compatible language and content
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internet
WWW |
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the web was a virtual
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"wild west"
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why was the internet frustrating for researchers?
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it was unregulated, uninhibited, and unruly
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examples of early search engines
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lycos, magellan, infoseek, excite
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doctoral advisor in standford's computer science dept. all the students watned to work with
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Dr. Rajeev Motwani
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2 doctoral students who were interested in analyzing the potential of "links"
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Larry Page
Sergey Brin |
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invented google
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Larry Page & Sergey Brin
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link-rating system
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PageRank
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First name of google..
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"backrub"
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Why backrub?
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It dealt with the incoming or "back" links to web pages
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famous for involvement in Cisco Systems and Sun Microsystems who gave larry and sergey $100,000 no questions asked.
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Andy Bechtolsheim
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What did Brin and Page use the investment capital on?
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personal computers to move into a garage in a rented home where they had 1 employee and started to incorporate their company
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"Google" was supposed to be spelled...
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"Googol"
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Googol means...
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1.0 x 10 to the 100th power
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A "Googolplex is"
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ten to the power of googol
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Writing a googolplex is...
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physically impossible b/c doing so would require more space than the known universe occupies
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Since they couldn't afford a mainframe initially, the 3 of them...
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wired personal computers together
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Who invested $12.5 million each in google in 1999?
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kleiner perkins
sequoia capital |
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What was the only request of kleiner perkins and sequoia capital?
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that they hire an experienced industry executive to help them find a way of making money
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What inspired teh google doodle?
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Burning Man
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graphical element (signifier) that, together with its logotype, forms a trademark or commerical brand
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logo
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a uniquely set and arranged typeface
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logotype
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fuctions of a logo
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recognition
trust admiration loyalty implied superiority (symbolic value) |
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Three elements of meaningful work
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1. complexity
2. autonomy 3. relationship between effort and reward in doing creative work |
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In 2000, what happened that allowed google to hire some of the most creative programmers and mathematicians?
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the dot.com bubble burst putting them all out of work
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Google's headquarters is called
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Googleplex
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hired to be CEO of google
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Eric Schmidt
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What did they decide that 1/3rd of the page on the right would be dedicated to?
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a few well-targeted ads
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by 2001, google was performing how many searches per day? per second?
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100 million
10,000 |
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In 2001, ads generated how many money for google? by 2004?
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$7 million
$399 million |
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auctioned off online daily
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key words and phrases that are searched
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who can bid for a particular word or phrase?
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anyone or any organization
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2 problems associated w/google
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expensive lawsuits ex. geico
click fraud |
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Who won the suit between google and geico? how?
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google
the defense of not wanting to interfere w/the free exchange of ideas that could benefits consumers |
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the most significant threat facing Google's highly successful business model and long-term profitability
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click fraud
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google going public increased
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social surveillance
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the IPO was being monitored so closely that...
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every error or potential risk was magnified
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shares for regular investors, which carried one vote each
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Stock A
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shares for themselves, carrying 10 votes per share
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Stock B
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why did they need to create two classes of stock?
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to preserve control
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What's google's ranking in stock market value amongsth other us coporations as of august 05?
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4th
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what motivated the hiring of key executives to run the european sales operations?
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60% of search requests originating outside of US and 5% of revenue f/ads originating outside US
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Who does google have relationships with?
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Yahoo, AOL, earthlin, ask.com
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how did google build more momentum for ads?
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added its search/advertising service to web version of the new york times and amazon.com
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how many languages are available on google?
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nearly a hundred
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offered the abililty to analyze user interaction between the clicks
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eye tracking
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Dr. Lee left what company for google?
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microsoft
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what 2 reasons was google being criticized for in the US?
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1. agreeing w/china's censorship laws;
2. cooperating w/china's govt. in terms of revealing the identities of dissidents who were using the online service to further their cause |
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Google committed to two goals:
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1. free access to digitized libraries on the web
2. make laptops available to everyone in the world |
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page offered to pay to scan every book in the michigan library IF
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he could add the info to google's index
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What 5 libraries became involved in Page's scanning of all their books?
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Michigan, Oxford, harvard, Stanford, and NY Public Library
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One Laptop Per Child is in discussions w/what 5 countries?
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Brazil, China, Egypt, South Africa and Thailand
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Who began starbucks?
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3 students at U of SF: 2 teachers, 1 writer--1967
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