... Philip.
Marketing insights from A to Z : 80 concepts every manager needs
to know / Philip Kotler.
p. cm.
ISBN 0 -47 1-26867 -4
1. Marketing. I. Title.
HF 541 5 .K63127 2003
658.8—dc21 20020 149 03
Printed ... a great brand is how much loyalty or preference it
Marketing Insights
from
A
to
Z
80 Concepts Every Manager Needs To Know
Philip Kotler
John Wiley &am...
... Philip.
Marketing insights from A to Z : 80 concepts every manager needs
to know / Philip Kotler.
p. cm.
ISBN 0 -47 1-26867 -4
1. Marketing. I. Title.
HF 541 5 .K63127 2003
658.8—dc21 20020 149 03
Printed ... played
out in customer markets. For example, your company also has to raise
money from investors. As a result you need to know how to market to
investors. You...
... Philip.
Marketing insights from A to Z : 80 concepts every manager needs
to know / Philip Kotler.
p. cm.
ISBN 0 -47 1-26867 -4
1. Marketing. I. Title.
HF 541 5 .K63127 2003
658.8—dc21 20020 149 03
Printed ... Professor of Marketing,
Wharton School of Business
“Here is anything and everything you need to know about where marketing
stands today and where it’s going tom...
... behaviors
4
Principle 2: Determine project objectives
At least 1 for each team member
Frequent reminders of what trying to
accomplish
1
10 PRINCIPLES
EVERY MANAGER NEEDS TO
KNOW ABOUT ... really know where the dips,
twists, and turns will come. You have to
enjoy the challenge and feel confident I your
ability to stay the ride through to the end.
Like the turtle...
... Philip.
Marketing insights from A to Z : 80 concepts every manager needs
to know / Philip Kotler.
p. cm.
ISBN 0 -47 1-26867 -4
1. Marketing. I. Title.
HF 541 5 .K63127 2003
658.8—dc21 20020 149 03
Printed ... 189
Index 195
xviii Contents
Marketing Insights
from
A to Z
80 Concepts Every Manager Needs To Know
Philip Kotler
John Wiley & Sons, Inc.
create i...
... measures including cus-
tomer perceived value, customer satisfaction, customer share
of wallet, customer retention, and customer advocacy.
14 Marketing Insights from A to Z
vertising, and advertising ... David-
son motorcycle owners rarely switch to another brand. Nor do Apple
Macintosh users want to switch to Microsoft.
A well-known brand fetches extra pennies. The aim of brandin...
... Walk into a Ritz-Carlton hotel and appreciate the lobby’s
regal quality.
48 Marketing Insights from A to Z
atabase Marketing
43
At the heart of CRM is database marketing. Your company needs to
develop ... technology to learning more
about each customer and being able to respond to them one -to- one.
Others don’t see it as a technology issue but rather a humane issue:
34...
... stock three times a day in re-
sponse to orders from individual store managers of what they
expect to sell in the next few hours. 7-Eleven not only trains
its store operators to capture customer ... for known fu-
ture dates.
Still another form is marketing process automation, where a
company has codified its marketing processes that its product, brand,
and segment managers need to...
... housewife, intending to
buy Heinz tomato ketchup in a store, finding it to be out of
stock, will walk out of the store to buy it elsewhere.”
That some people will be exceptionally loyal to some brands ... must move from tactical to holis-
tic marketing.
• The company needs to enlarge its view of its customers’ needs
and lifestyles. The company should stop seeing the customer...
... Percentage of new customers to average number of cus-
tomers.
• Percentage of lost customers to average number of cus-
tomers.
• Percentage of win-back customers to average number of
customers.
• Percentage ... competitors.
Johnson & Johnson prefers to prioritize its goals: Its first re-
sponsibility is to its customers, its second to its employees, its
third to its community...