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

... physical 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 ... is partners value? Loyal suppliers and distributorscan make a company, and disloyal ones can break a company. Where isknowledge and intellectual capital value? Patents, copyrights, trade-marks, ... rather thanbreakthrough ideas. Consumers would not have answered that theywanted a PC, Palm, Walkman, wireless phone, or camcorder. Akio84 Marketing Insights from A to Z A company can claim...

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

... 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 ... reputation, raise brand awareness, increase customer loyalty,build sales, and increase favorable press coverage.55Companies are increasingly borrowing the auras of celebrities to add radiance to their ... pro-jectability to the larger population and should be treatedcautiously.116 Marketing Insights from A to Zarketing Research115 Marketing research in the early days was aimed more at ﬁndingtechniques...

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

... con-cepts and marketing principles presented by an authoritativevoice, in a convenient way.• Managers who may have taken a course on marketing someyears ago and have realized things have changed. ... customer loyalty by of-fering a loyalty award program. A loyalty program may be a goodfeature as part of a customer relationship management program, butmany loyalty schemes do not create loyalty. ... distributorscan make a company, and disloyal ones can break a company. Where isknowledge and intellectual capital value? Patents, copyrights, trade-marks, and licenses can be one of the company’s major...

Tài liệu Praise for Marketing Insights from A to Z pdf

... of-fering a loyalty award program. A loyalty program may be a goodfeature as part of a customer relationship management program, butmany loyalty schemes do not create loyalty. They appeal to the ... 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 working capital. ... process automation, where a company has codiﬁed its marketing processes that its product, brand,and segment managers need to know to operate more effectively.• A brand manager needing to do a concept...

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf

... 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, ... country managers. The regional headquarters location will in-ﬂuence its orientation.Although a company may grant high autonomy to its countrymanagers, it can still achieve a fair measure of ... advertising,brochures, and other communications. Later, marketing gath-ered information to estimate market potential, assign salesquotas, and develop sales forecasts. Salespeople often havecomplained about marketing...

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1

... brands are well man-aged. Here is his plaint: “Brands do not have to die. They can bemurdered. And the marketing Draculas are draining the verylifeblood away from brands. Brands are being bargained, ... States, Madonna, and you—yes, you! A brand is any labelthat carries meaning and associations. A great brand does more: Itlends coloration and resonance to a product or service.Russell Hanlin, ... brand is supposed to mean. What should Sony mean, Burger King mean, Cadillac10 Marketing Insights from A to ZRichard Branson’s Virgin brand is about fun and creativity.These attributes are...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10

... move from transaction marketing to relationship marketing. • From pursuing market share to pursuing customer share. Thebest way to grow your market share is to grow your customershare, namely to ﬁnd ... 181myopia, 140plans, see Marketing plansresearch, see Market researchroles and skills, 119–121shootouts, 174strategy simulators, 114 Marketing auditor, marketing control role,79 Marketing automation ... a value-adding cost.184 Marketing Insights from A to Zord of Mouth185No ad or salesperson can convince you about the virtues of a productas persuasively as can a friend, acquaintance, past...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2

... 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 ... a competitive advantage is like having a gun in a knife ﬁght.This is true, but today most advantages don’t stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins ... 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 low-fare airlines.Jack...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3

... dependability,46 Marketing Insights from A to Zsince most Jaguars had to be repaired frequently. An acquaintanceof mine always owned two Jaguars, because one was usually in therepair shop.Style, or appearance, ... to migrate upward.Customers39 A German bank operated many branches throughout Ger-many. Each branch was deliberately kept small. Eachbranch manager had one task: to help clients increase theirwealth. ... question!42 Marketing Insights from A to Zatabase Marketing 43At the heart of CRM is database marketing. Your company needs to develop separate databases on customers, employees, products, ser-vices,...

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