... 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 valuabl...
... 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 105
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 with outdated handsets and pay more.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 with...
... 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. ... the retailer was a chihuahua nipping at the
154 Marketing Insights from A to Z
Relationship Marketing 153
Relationship Marketing and the 4Ps
Product
• More products...
... of 25 and 35.” Finally, some companies have moved
1 62 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, ... what does a company gain from putting its
name on a stadium, a Formula One racing car, a golf tournament,
or an art show? Does it help the company sell more stuff?...
... Intel as a time in the life of a
business when its fundamentals are about to change.” Banks had
to make changes with the advent of automated teller machines
(ATMs), and major airlines have to make ... 91
Leadership 94
Loyalty 97
Management 99
Marketing Assets and Resources 101
Marketing Department Interfaces 1 02
Marketing Ethics 106
Marketing Mix 108
Marketing Plans 1 12...