Marketing Malpractice

Overview

Analytical and research-based approaches to solving marketing problems.

Presented by:
Larry Vincent,
Professor of the Practice of Marketing

Presented to:
GSBA 509
September 8, 2026

Target

Smile, damnit!

“…if a shopper comes within 10 feet of you, then make sure you smile, make eye contact and greet or wave. If they come closer–within four feet–ask whether they need help or how their day is going.”

Return on Investment

Trail of tears

The real problem

“Shoppers are falling out of love with Target.

Customers have long bragged about their cheap-chic Target purchases. Now, many are griping about items missing on shelves, long checkout lines and products locked up to prevent theft.”

Competitive employment

What job is Target hired to do?

Expect more.
Pay less.

Choosing your wedge

Funding advantage

Trying to win it all

What Costco choose to do poorly

• Accessibility–You can’t shop there without paying a fee
• Product Selection–4,000 SKUs vs Walmart’s 100,000+ and no single-serve items
• Convenience–Warehouse locations, limited online options
• Shopping experience–long checkout lines, warehouse chic (not)

Private labels: Costco’s wedge

• Kirkland brand now ~25% of sales
• Often better than name brands
• For many, the reason to become a member

Why worst matters

• Being WORST at accessibility → Creates EXCLUSIVE ACCESS
• Being WORST at selection → Enables KIRKLAND DOMINANCE
• Being WORST at Convenience → Enables curated QUALITY
• Being WORST at Instant Gratification → Enables TRUST

The legend of Kirkland

• Kirkland vodka rumored to actually be Grey Goose
• Kirkland batteries = Duracell quality tests
• Kirkland olive oil has won taste competitions
• Kirkland golf balls have become preferred brand for many scratch golfers

Market data

This exists in a vacuum

Market reality

Competitors engineer their own value proposition

And this effects market size

New piece out…