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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:ENTREPRENEURIAL PROFILE: Jason Lucash and Mike Szymczak: OrigAudio Jason Lucash and Mike Szymczak grew tired of hauling bulky audio players as part of their jobs with JanSport, a maker of sports, travel, business, and tote bags, and began experimenting with designs for pop-up speakers. (Their early experiments involved putting speakers into Chinese food takeout boxes.) With $10,000 in seed money from Lucash's mother, the entrepreneurs launched OrigAudio (a mash-up of "origami" and "audio") and introduced their first product: speakers made from recycled material that come flat and fold together. "The Chinese takeout box concept inspired us," says Lucash, "but origami is what empowered us." Sales took off quickly, and Lucash and Szymczak left their jobs to manage OrigAudio full time. OrigAudio now has 14 employees and gen- erates $4 million in annual sales from nine products, including the Rock-It, a small, simple device that turns almost anything-a cooler, a cup, a bowl, a box, a painting, a lampshade-into a speaker.25 For the company profile above, what barrier of creative thinking did the owners over come? (10%)

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