1. Over the course of its history, Budweiser marketing responded to major regulatory and cultural changes such as Prohibition and the changing role of women in society. What other changes are either happening now or are on the horizon to which today’s marketing managers at Budweiser should respond? What should that response be?

2. In this account of Budweiser’s history, there is evidence of both “Big M” marketing and examples of “little m” marketing. Which of these two types of marketing do you think is Budweiser’s greater strength? Support your answer with examples to demonstrate your understanding of these concepts.

3. The most recent threat to Budweiser’s dominance is the microbrewery craze, which has created (or resulted from) a set of more discriminating beer drinkers, not so different from wine aficionados. One approach Budweiser has taken in their commercials is to make fun of these enthusiasts. Do you believe that this is an effective strategy? Why or why not? What alternative communication or product innovation strategies (if any) should be considered to reach this segment?