a voyage to arcturus ebook
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
Ngày tải lên :
21/09/2012, 17:33
... thought that it had a substantial share of the banking
market but realized that it had only a small share of the total
financial market, which includes much more than banking.
• AT&T stopped ... Andy Grove of 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 ... shift toward relationship marketing does not mean
that companies abandon transaction marketing altogether. Most
companies need to operate with a mixture of the transactional and
152
Marketing...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
Ngày tải lên :
24/10/2013, 08:20
... and global accounts. Today’s companies increasingly assign na-
tional and global account managers to manage their largest customers.
Account management systems will grow in the future as more ... votes.
Great brands are the only route to sustained, above-average
profitability. And great brands present emotional benefits, not
just rational benefits. Too many brand managers focus on rational
incentives ... company’s name
and trademark are by far our most valuable assets.”
Companies must work hard to build brands. David Ogilvy in-
sisted: “Any damn fool can put on a deal, but it takes genius,
faith...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
Ngày tải lên :
24/10/2013, 08:20
... persuasively as can a friend, acquaintance, past customer, or inde-
pendent expert. Suppose you are planning to buy a PDA (personal
digital assistant) and you have seen all the ads for Palm, HP, and
Sony. ... software, 81
marketing process automation, 82
marketing strategy simulators, 114
partner relationship management (PRM),
55
real-time inventory management, 81
real-time selling, 81–82
sales automation ... marketing. The mass
market is splintering into mini-markets and your company
now has the capability of marketing to one customer at a
time.
• From owning assets to owning brands. Many companies are be-
ginning...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
Ngày tải lên :
24/10/2013, 08:20
... but 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 ... company will have incorporated a set of advantages that all
reinforce each other around a basic idea. Wal-Mart, IKEA, and South-
west Airlines have unique sets of practices that enable them to ... Andy Grove of 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...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
Ngày tải lên :
24/10/2013, 08:20
... from A to Z
since most Jaguars had to be repaired frequently. An acquaintance
of mine always owned two Jaguars, because one was usually in the
repair shop.
Style, or appearance, does play a major ... 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 metric; customer satisfaction ... upward.
Customers
39
A German bank operated many branches throughout Ger-
many. Each branch was deliberately kept small. Each
branch manager had one task: to help clients increase their
wealth. The branch...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
Ngày tải lên :
24/10/2013, 08:20
... listen.
Guarantees
75
(EVA), market capitalization, and cost of capital must be as familiar
to them as sales, market share, and gross margins.
Companies today are focusing on shareholder value. The CEO
is not satisfied when ... rational arguments
than by emotional appeals. But in today’s economy, companies
rapidly copy any competitor’s advantage until it no longer remains.
Volvo’s benefit of making the safest car means ... completely
satisfactory.”
There are always some companies, however, that are more ready
to proclaim guarantees than to honor them. Their lawyers word the
guarantees with hidden conditions and special...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5
Ngày tải lên :
24/10/2013, 08:20
... 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 ... multinational that abandons troubled countries will have to
International Marketing
89
A major bank announced a new savings plan in the newspapers but
hadn’t explained the plan to its branch managers. ... 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
•...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
Ngày tải lên :
24/10/2013, 08:20
... loyalty award program. A loyalty program may be a good
feature as part of a customer relationship management program, but
many loyalty schemes do not create loyalty. They appeal to the cus-
tomer’s ... to evaluate a company or
competitor’s marketing effectiveness rather than to under-
stand customers’ needs or wants.
• Data mining. Companies with large customer databases can
use statisticians ... in a company has a different agenda. The advertising
manager sees the company’s salvation as being in more advertising;
the sales manager wants more salespeople; the sales promotion
manager wants...
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A study to indicate the importance of consumer based-brand equity on consumer perception of brand (a case study of fast food restaurants).pdf
Ngày tải lên :
24/09/2012, 17:19
... and customer service was good”. In total, MacDonald achieved a higher overall
mean value than Max hamburger.
In terms of standard deviation, we found out that MacDonald had a larger standard ... can be said to have a larger degree of dispersion of data around the
mean than Max hamburger in those attributes. Max hamburger had a larger standard
deviation than MacDonald in these attributes“serving ... attachment that a customer has to a
brand”. It can also be seen as consumer’s preference to purchase a particular brand in a
product class and this could be as a result of the consumer awareness about...
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Báo cáo y học: "An Avian Connection as a Catalyst to the 1918-1919 Influenza Pandemic"
Ngày tải lên :
02/11/2012, 11:12
... an intestinal virus change to that of a
respiratory airborne-virus that is adapted to the
mammalian lung? Second, the viruses must adapt to
environmental changes, able to withstand temperate, ... mammalian hosts. These animals,
usually pigs, act as a transformer or converters; creating a
strain that can more readily infect humans. Pigs can be
infected with both avian and human influenza A ... infects mammalian hosts. These animals,
usually pigs, act as a transformer or converters; creating a strain that can more readily infect humans. Therefore swine
can be infected with both avian and...
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