Market Watch example 14FW- MKTG2127- Sections 825

January 22, 2015

CF: Robert Miskimmin.
OLI: Peter Wares

Here is a brief example of a Market Watch synopsis. Please note that this particular synopsis would have been
written by a student towards the end of the course, integrating several concepts from the course into the analysis.
You are not responsible for integrating material that you have not yet studied in this course.
For your presentation to the class, you should have a couple of questions ready to open up discussion on your
topic.

Marketing Watch Sample

Resource: Dan La Civita. (September 10, 2014). What Apple Pay Means for Marketers. Advertising Age.
Retrieved from http://adage.com/article/digitalnext/apple-pay-means-marketers/294901/
Synopsis of the resource: In this article, the author discusses Apple Pay, a mobile payment system announced
as part of Apple’s press event earlier in the week. He explains how the functionality works, and then highlights
there are several key difference between this and other payment systems that set it up to be more successful,
including retail partnerships and Apple’s control of both the handset as well as the software on it. He outlines
three key implications for marketers, including increased ecommerce opportunities, increase opportunities for
mobile promotional messaging, and opportunity for better integration with promotional messaging in other
platforms.
Link to the resource: http://adage.com/article/digitalnext/apple-pay-means-marketers/294901/
WHY and HOW this resource is important to the field of marketing: This article presents some interesting
thinking about the implications of a new technology to several of the elements of the marketing mix: place and
promotion. It addresses how the technology of one firm, because of its careful control of its product and the
influence it has amongst its partners, could significantly change channels used by marketers to get product into
the hands of their consumers (place) through the potential for increased adoption of ecommerce. It also discusses
how several elements of the integrated marketing communication mix (promotion) could significantly be
influenced, again by a single technology for a single organization. It is important because it gives the reader an
opportunity to consider how a single product can change the landscape for all marketing practitioners.