John Wiley And Sons Marketing Insights From A To Z eBook-LiB - phần 3
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
... need to know about where marketingstands today and where it’s going tomorrow. You can plunge into this tour deforce at any point from A to Z and always come up with remarkable insightsand guidance. ... for Marketing Insights from A to Z Marketing Insightsfrom A to Z Marketing InsightsfromAtoZ80 Concepts Every Manager Needs To KnowPhilip KotlerJohn Wiley & Sons, Inc.Copyright © 20 03 by ... convenient way.• Managers who may have taken a course on marketing someyears ago and have realized things have changed. You maywant to refresh your understanding of marketing s essentialconcepts and...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
... retention, and customer advocacy. 14 Marketing Insights from A to Z usiness -to- Business Marketing 15 Most marketing is business -to- business (B2B) marketing even though textbooks and business magazines ... States, Madonna, and you—yes, you! A brand is any label that carries meaning and associations. A great brand does more: It lends coloration and resonance to a product or service. Russell Hanlin, ... brands are well man- aged. Here is his plaint: “Brands do not have to die. They can be murdered. And the marketing Draculas are draining the very lifeblood away from brands. Brands are being bargained,...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
... it stands with respect to each marketing trend. 182 Marketing Insights from A to Z alue 1 83 The marketing job is to create, deliver, and capture customer value. What is value? Value primarily ... companies, 33 34 Customer-centric marketing, 182 Customer-driven companies, 21 Customer management of relationships (CMR), 36 Customer managers, 33 Customer-oriented companies, 33 , 131 Customer-owning ... rends in Marketing Thinking and Practice 181 Here are the main marketing trends that I see: • From make -and- sell marketing to sense -and- respond marketing. Your company will perform better...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
... 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, IKEA, and ... fundamentals are about to change.” Banks had to make changes with the advent of automated teller machines (ATMs), and major airlines have to make changes with the new com- petition coming from ... sustainable competitive 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...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
... customer as a financial asset that needs to be managed and maximized like any other asset. Tom Peters sees customers as an “appreciating asset.” They are the company’s most important asset, and yet ... this year but in your share of the customer’s mind and heart. Companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitability. Marketing ... Insights from A to Z ustomer Satisfaction 41 Most companies pay more attention to their market share than to their customers’ satisfaction. This is a mistake. Market share is a backward- looking...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
... equipment and even offering services such as managing athletes’ careers. • The late Roberto Goizueta told his company, Coca-Cola, that while Coca-Cola had a 35 percent share of the soft drink mar- ket, ... 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 have more advancement opportunities; and distributors want to ... networks, and infor- mation—their hidden assets to create value for customers and growth for investors.” 35 Growth Strategies 73 uarantees 74 Guarantees are getting more fashionable. Guarantees can...
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... Annual-plan Top To examine • Sales analysis control management; whether the • Market-share middle planned results analysis management are being • Sales -to- expense achieved ratios • Financial analysis ... assets? Own- ing physical property 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 ... of death for stores? Smart store-based retailers such as Barnes & Noble, Wal- Mart, and Levi’s took no chances and set up separate online sales channels. Instead of staying only “brick and...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
... however, companies give a better deal to new customers than to their old customers. Thus a telecom company may offer brand-new hand- sets and a reduced-price call plan to attract new customers while ... Insights from A to Z anagement 99 Management is the task of making trade-offs and juggling contra- dictions. Harvard’s Rosabeth Moss Kanter observed: “The ulti- mate corporate balancing act: Cut back ... discrimination. We are talking about discriminating between profitable and unprof- itable customers. No company can be expected to pay the same at- tention to an unprofitable customer as to a profitable...
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... maga- zines, catalogs, direct mail, telephone, and online. Each medium has its advantages and disadvantages in terms of cost, reach, frequency, and impact. An advertising agency devotes a major ... 132 Marketing Insights from A to Z erformance Measurement 133 Marketers have traditionally focused on a company’s sales, market share, and margin to set its objectives and judge its performance. ... founded IKEA, added another consid- eration: A new idea without an affordable price tag is never ac- ceptable.” Space Adventures offers to send you into space as an astronaut. Great! What’s the...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8
... need to operate with a mixture of the transactional and 152 Marketing Insights from A to Z Relationship Marketing 1 53 Relationship Marketing and the 4Ps Product • More products are customized to ... of any market that it wants to dominate. Marriott’s major role in the hotel marketplace is based on its use of different price brands from Fairmont to Courtyard to Marriott to Ritz-Carlton. And ... reading about the product 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...
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