... bullet, that delivers the advantage.
A great company will have incorporated a set of advantages that all
reinforce each other around a basic idea. Wal-Mart, IKEA, and South-
west Airlines have unique ... Managers who may have taken a course on marketing some
years ago and have realized things have changed. You may
want to refresh your understanding of marketing s essential
concep...
... of these, rather than a single
silver bullet, that delivers the advantage.
A great company will have incorporated a set of advantages that all
reinforce each other around a basic idea. Wal-Mart, ... advantage.
17
Having a
competitive advantage is like having a gun in a knife fight.
This is true, but today most advantages don’t stay relevant and
few are sustainable. Advantages...
... delivers the advantage.
A great company will have incorporated a set of advantages that all
reinforce each other around a basic idea. Wal-Mart, IKEA, and South-
west Airlines have unique sets of practices ... benefits for the various
stakeholders appear far greater than the risk and cost of change. Top
management must gather support and apply internal marketing to
produ...
... today most advantages don’t stay relevant and
few are sustainable. Advantages are temporary. Increasingly, a com-
pany wins not with a single advantage but by layering one advantage
on top of another ... companies don’t want to be left behind, they
must anticipate change and lead change. The ability to change faster
than your competitors amounts to a competitive advantage.
Richard...
... and markets is a recipe for disaster.
Investors want to see a growing top line; employees want to
70 Marketing Insights from A to Z
the world’s military field glasses market; Tetra Food making 80 ... Carpenter, Rashi Glazer, and Kent Nakamoto, don’t even
hold that the differentiation needs to be meaningful.
30
For some
products, such as detergents, all the valuab...
... can be a liability. All a company needs is access to
physical assets. To operate as a lean company may call for decapitaliz-
ing—outsourcing activities and shrinking working capital. The Sara ... results analysis
management are being • Sales -to- expense
achieved ratios
• Financial
analysis
• Market-based
scorecard
analysis
78 Marketing Insights from A to Z
just...
... departmental walls and
harmonize the efforts of different departments to work as a team.
Here are two approaches:
Marketing Department Interfaces 1 05
anagement
99
Management is the task of making ... with outdated handsets and pay more. Why not
offer a trade-in plan for old equipment and a call plan that cost less
each year that the customer stays with the company? State Farm Mu...
... marketing practices that
have lost their edge. The marketing practices of many companies to-
day are obsolete.
122 Marketing Insights from A to Z
members in your customer database, but you can ... service restaurant.’ This means opening and run-
124 Marketing Insights from A to Z
Ingvard Kamprad, who founded IKEA, added another consid-
eration: A new idea withou...
... in an ad.
A company planning to build a new brand needs to create a
buzz, and the buzz is created through PR tools. The PR campaign
will cost much less and hopefully create a more lasting story. ... price brands
from Fairmont to Courtyard to Marriott to Ritz-Carlton. And Kraft
conquered the frozen pizza market by creating four brands: Jack’s
aims at the low-price end; Or...
... 25 and 35.” Finally, some companies have moved
162 Marketing Insights from A to Z
be set up as a separate business. In the latter case, Nirmalya Kumar
calls it a strategic segment. For example, ... calls to efforts at rela-
tionship building; and from knowing nothing about the prospect to
making targeted, meaningful offers.
180 Marketing Insights from A to...