Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 potx

Marketing insights from a to z 80 concepts every manager needs to know

... 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 ... 91Leadership 94Loyalty 97Management 99 Marketing Assets and Resources 101 Marketing Department Interfaces 1 02 Marketing Ethics 106 Marketing Mix 108 Marketing Plans 1 12 Marketing Research 115 Marketing ... of Congress Cataloging-in-Publication Data:Kotler, Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler.p. cm.ISBN 0-471 -26 867-41. Marketing. I....

Philip kotler marketing insights from a to z 80 concepts every manager needs to know 2003

... such as B-47s or power plants or selling to largenational and global accounts. Today’s companies increasingly assign na-tional and global account managers to manage their largest customers.Account ... stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins not with a single advantage but by layering one advantageon top of another over time. The Japanese ... by an authoritativevoice, in a 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...

Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt

... Insights from A to Z ompetitive Advantage 22 Michael Porter popularized the notion that a company wins by build-ing a relevant and sustainable competitive advantage.17Having a competitive advantage ... bullet, that delivers the advantage. A great company will have incorporated a set of advantages that allreinforce each other around a basic idea. Wal-Mart, IKEA, and South-west Airlines have unique ... example, your company also has to raisemoney from investors. As a result you need to know how to market to investors. You also want to attract talent to your company. So youneed to develop a...

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 ppsx

... today most advantages don’t stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins not with a single advantage but by layering one advantageon top of another ... companies don’t want to be left behind, theymust anticipate change and lead change. The ability to change fasterthan your competitors amounts to a competitive advantage.Richard D’Aveni, the author ... world. A company needs to think through what its brand is supposed to mean. What should Sony mean, Burger King mean, Cadillac10 Marketing Insights from A to Z Richard Branson’s Virgin brand is about...

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 3 ppt

... 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 ... and a janitor was called in. Bill took the cleaningsolvent from the janitor and knelt down to clean the carpethimself to spare the janitor from having to do so in front of allthe board members. ... Carpenter, Rashi Glazer, and Kent Nakamoto, don’t evenhold that the differentiation needs to be meaningful.30For someproducts, such as detergents, all the valuable attributes may have al-50 Marketing...

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 4 docx

... to ceilings to total interior surface decoration.• Citicorp thought that it had a substantial share of the bankingmarket but realized that it had only a small share of the totalﬁnancial market, ... 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 LeeCorporation, ... that innovation can be a strategic capability,mage and Emotional Marketing 76Companies are increasingly turning to image and emotional market-ing to win customer mind share and heart share....

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 5 doc

... beteachers and teach others to be leaders.Bad managers, in contrast, rely on command and control to gettheir ideas carried out.94 Marketing Insights from A to Z CEO, and the head of marketing ... program may be a goodfeature as part of a customer relationship management program, butmany loyalty schemes do not create loyalty. They appeal to the cus-tomer’s rational side of accumulating ... with outdated handsets and pay more. Why notoffer a trade-in plan for old equipment and a call plan that cost lesseach year that the customer stays with the company? State Farm Mu-tual Automobile...

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 6 docx

... marketing practices thathave 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 ... to evaluate a company orcompetitor’s marketing effectiveness rather than to under-stand customers’ needs or wants.• Data mining. Companies with large customer databases canuse statisticians ... 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 without an affordable price tag is...

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