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

... 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 ... 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. ... 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...

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 ... pro-jectability to the larger population and should be treatedcautiously.116 Marketing Insights from A to Z arketing Research115 Marketing research in the early days was aimed more at findingtechniques ... sell fea-tures. Sell benefits, outcomes, and value.Some individuals are gifted salespeople. They can sell refrigera-tors to Eskimos, fur coats to Hawaiians, sand to Arabs, all at a profit,and...

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 ... 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 ... 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...

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 ... promotions are most effective for trig-110 Marketing Insights from A to Z The marketing vice president of a major European airlinewanted to increase the airline’s trafﬁc share. His strategywas to...

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

... telemarketers, digital magazines, in-store ad-4 Marketing Insights from A to Z vertising, and advertising now popping up in skyscraper elevators andbathrooms. Media selection is becoming a major ... 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, ... retention, and customer advocacy.14 Marketing Insights from A to Z usiness -to- Business Marketing 15Most marketing is business -to- business (B2B) marketing eventhough textbooks and business magazines...

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

... a value-adding cost.184 Marketing Insights from A to Z ord of Mouth185No ad or salesperson can convince you about the virtues of a productas persuasively as can a friend, acquaintance, past ... 181myopia, 140plans, see Marketing plansresearch, see Market researchroles and skills, 119–121shootouts, 174strategy simulators, 114 Marketing auditor, marketing control role,79 Marketing automation ... 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...

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 Z since most Jaguars had to be repaired frequently. An acquaintanceof mine always owned two Jaguars, because one was usually in therepair shop.Style, or appearance, ... question!42 Marketing Insights from A to Z atabase Marketing 43At the heart of CRM is database marketing. Your company needs to develop separate databases on customers, employees, products, ser-vices, ... inevitably make gains in market shareand profitability. Marketing thinking is shifting from trying to maximize thecompany’s profit from each transaction to maximizing the profit from each relationship....

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