Annual Editions: Marketing 11/12 / Edition 34by John Richardson
The Annual Editions series is designed to provide convenient, inexpensive access to a wide range of current articles from some of the most respected magazines, newspapers, and journals published today. Annual Editions are updated on a regular basis through a continuous monitoring of over 300 periodical sources. The articles selected are authored by prominent… See more details below
The Annual Editions series is designed to provide convenient, inexpensive access to a wide range of current articles from some of the most respected magazines, newspapers, and journals published today. Annual Editions are updated on a regular basis through a continuous monitoring of over 300 periodical sources. The articles selected are authored by prominent scholars, researchers, and commentators writing for a general audience. The Annual Editions volumes have a number of common organizational features designed to make them particularly useful in the classroom: a general introduction; an annotated table of contents; a topic guide; an annotated listing of selected World Wide Web sites; and a brief overview for each section. Each volume also offers an online Instructor's Resource Guide with testing materials. Using Annual Editions in the Classroom is a general guide that provides a number of interesting and functional ideas for using Annual Editions readers in the classroom. Visit www.mhhe.com/annualeditions for more details.
Table of Contents
Annual Editions: Marketing, 11/12
UNIT 1: Marketing in the 2000s and BeyondOverview
Part A. Changing Perspectives
1. Hot Stuff: Make These Top Trends Part of Your Marketing Mix, Gwen Moran, Entrepreneur, August 2006
Gwen Moran uncovers some hot trends in marketing and suggests ways that these trends should be part of one’s marketing mix.
2. Evolve, Chris Penttila, Entrepreneur, May 2009
Chris Penttila provides seven ways game changers can pull levers that affect a market or create an entirely new one.
3. The Unmarketables, Piet Levy, John N. Frank, and Allison Enright, Marketing News, July 30, 2009
For brands and businesses that have fallen out of favor with customers, marketers have to craft messages and promotions that can revitalize lackluster images.
4. Six Strategies for Successful Niche Marketing, Eric K. Clemons, Paul F. Nunes, and Matt Reilly, Wall Street Journal, May 24, 2020
The article supplies thoughtful ideas of how to become successful in niche marketing.
5. The Secrets of Marketing in a Web 2.0 World, Salvatore Parise, Patricia J. Guinan, and Bruce D. Weinberg, The Wall Street Journal, December 15, 2008
Consumers are flocking to blogs, social-networking sites, and virtual worlds. Unfortunately, according to the authors, they are leaving a lot of marketers behind.
6. The Branding Sweet Spot, Kevin Lane Keller and Frederick E. Webster, Jr., Marketing Management, July/August 2009
One of the realities of modern brand marketing is that many of the decisions that marketers make with respect to their brands are seemingly characterized by conflicting needs.
Part B. The Marketing Concept
7. Putting Customers First: Nine Surefire Ways to Increase Brand Loyalty, Kyle LaMalfa, Sales & Marketing Management, January/February 2008
Kyle LaMalfa explores nine surefire ways to increase customers’ brand loyalty.
8. Making the Most of Customer Complaints, Stefan Michel, David Bowen, and Robert Johnston, Wall Street Journal, September 22, 2008
Customers are constantly judging companies for service failures large and small, from a glitch-ridden business-software company to a hamburger served cold.
9. When Service Means Survival, Jena McGregor, BusinessWeek, March 2, 2009
Keeping customers happy is more critical than ever. Service champs economize on everything but TLC.
10. Become the Main Attraction, Piet Levy, Marketing News, July 30, 2010
Piet Levy gives some good suggestions for successful event marketing.
Part C. Services and Social Marketing
11. Beyond Products, Stephen W. Brown, Anders Gustafsson, and Lars Witell, The Wall Street Journal, June 22, 2009
More manufacturers are branching out into the service business. The authors describe ways to make the move successfully.
12. Imaginative Service, Chip R. Bell and John R. Patterson, Leadership Excellence,
The authors discuss ways to deliver unique value and faster service to meet and exceed customer expectations.
13. Service with a Style, Kitty Bean Yancey, USA Today, January 25, 2008
The Ritz-Carlton Chicago personifies service in its treatment of customers.
14. Marketers, Come on Down!, Allison Enright and Elisabeth A. Sullivan, Marketing News, June 2010
The article covers six marketers and marketing researchers who have won a trifecta—they’re smart, timely, and lucky. They have positioned their companies’ services to respond to consumers’ changing behaviors and marketers’ needs.
Part D. Marketing Ethics and Social Responsibility
15. Honest Innovation, Calvin L. Hodock, Marketing Management, March/April 2009
Ethics issues in new product development could be stalling innovation growth.
16. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000.
The authors scrutinize the significance of companies that are cognizant of the precarious nature and powerful advantages of gaining and maintaining trust with their customers in the marketplace.
17. Green Fallout, Jason Daley, Entrepreneur, August 2010
The era when green marketing meant sunny logos and big environmental claims is over. Just ask BP.UNIT 2: Research, Markets, and Consumer BehaviorOverview
Part A. Market Research
18. What Post-Recession Behavior Means for Marketers Today: New Research Predicts How We Will Spend, Michael Francesco Alioto, Marketing News, September 30, 2009
Michael Alioto delivers research on the so-called "new consumer" and what marketers need to do to capture her interest.
19. Bertolli’s Big Bite: How a Good Meal Fed a Brand’s Fortunes, Jeff Borden, Marketing News, October 1, 2007
Unilever’s Bertolli brand underwent significant marketing research that resulted in an increased market share.
Part B. Markets and Demographics
20. Youth Marketing, Galvanized: Media & Marketers Diversify to Reach a Mercurial Market, Daniel B. Honigman, Marketing News, April 1, 2008
Passivity doesn’t resonate with Gen Y and neither do a lot of traditional marketing tactics. The author describes how media vendors are diversifying their offerings to remain relevant and explains what it takes to stay on the "bleeding edge."
21. It’s Cooler than Ever to Be a Tween, Sharon Jayson, USA Today, February 4, 2009
The Tweens are a hot market—they’re complicated, and there are two in the White House.
Part C. Consumer Behavior
22. Sowing the Seeds, Mark Pocharski and Sheryl Jacobson, Marketing Management, September/October 2007
The authors delineate how what was once a fairly straightforward buying process that consumers followed—comprising one or two channels and an orderly progression of steps from awareness to purchase—has now morphed into a complex and constantly changing ecosystem made up of multiple channels, more competition, and less-attentive and increasingly empowered customers.
23. A Shift in Meaning for ‘Luxury,’ Bruce Horovitz, USA Today,
According to Bruce Horovitz, Americans are dipping their toes back into the luxury pool—but with a mind-set smashed down and radically reshaped by the recession, the lure of new technologies, and emerging lifestyle twists that are often as much personal as cultural.UNIT 3: Developing and Implementing Marketing StrategiesOverview
24. The Very Model of a Modern Marketing Plan, Shelly Reese, Marketing Tools, January/February 1996
Shelly Reese tells how companies are rewriting their strategies to reflect customer input and internal coordination.
Part A. Product
25. Surveyor of the Fittest, Hongzun (HJ) Li, Marketing Management, September/October 2007
Many new-product introductions fail every year. The author provides a systematic, effective, and easy-to-follow methodology pinpointing the importance of doing the right market investigations the right way.
26. Brand Integrity, Tom Peters and Valarie Willis, Leadership Excellence, May 2009
The authors advocate that excellence is achieved when the brand, the talent, and the customer experience are all in alignment.
27. Everybody Loves Zappos, Max Chafkin, Inc., May 2009
The article delineates how Tony Hsieh uses relentless innovation, stellar service, and a staff of believers to make Zappos.com an e-commerce juggernaut—and one of the most blissed-out businesses in America.
Part B. Pricing
28. Rocket Plan, Mark Burton and Steve Haggett, Marketing Management, September/October 2007, pp. 32–38.
The authors describe how companies can fuel success with a rigorous pricing approach—one that measures customer value, the innovation’s nature, and the product category life cycle stage.
Part C. Distribution
29. Big Retailers Seek Teens (and Parents), Jayne O’Donnell and Erin Kutz, USA Today, April 14, 2008
Having lost shoppers to hip specialty shops, department stores are reinventing themselves to attract both adults and their style-minded children.
30. In Lean Times, Retailers Shop for Survival Strategies, Jayne O’Donnell, USA Today, February 28, 2008
During the difficult economic times, according to the author, retailers are in search of tenable survival strategies.
31. Williams-Sonoma’s Secret Sauce, Jessica Shambora, Fortune, July 26, 2010
Williams-Sonoma has pushed the boundaries of retailing, offering cooking classes, table-setting demonstrations, and tastings.
Part D. Promotion
32. 10 Brilliant Marketing Ideas, Jennifer Wang, Entrepreneur, February 2010
From radio days to YouTube clips, Jennifer Wang covers 10 advertising campaigns that changed everything.
33. As Seen on TV—And Sold at Your Local Store, Matt Robinson, Bloomberg Businessweek, July 26–August 1, 2010
Matt Robinson shares how infomercial products move from late-night television to retailers’ shelves.
34. 20 Highlights in 20 Years: Making Super Bowl Ad History Is No Easy Feat, Bruce Horovitz, USA Today, February 1, 2008
USA Today takes a look back at 20 years of Super Bowl advertising highlights.
35. Best and Worst Marketing Ideas . . . Ever, Gwen Moran, Entrepreneur, January 2009
The author furnishes more than a dozen killer iconic campaigns as well as five flops.UNIT 4: Global MarketingOverview
36. Emerging Lessons, Madhubalan Viswanathan, José Antonio Rosa, and Julie A. Ruth, Wall Street Journal, October 20, 2008
For multinational companies, understanding the needs of poorer consumers can be both profitable and socially responsible.
37. Three Dimensional, Masaaki Kotabe and Crystal Jiang, Marketing Management, March/April 2006
The authors reveal how the markets of Japan, Korea, and China are far from homogeneous.
38. After Early Errors, Wal-Mart Thinks Locally to Act Globally: Wall-Mart Tries to Adapt Its Methods to Local Tastes, Miguel Bustillo, Wall Street Journal, August 14, 2009
Wal-Mart has learned the importance of tailoring its inventories and stores to local tastes—and exporting ideas and products outside the United States.
39. Unlocking the Cranberry Mystique, Elizabeth A. Sullivan, Marketing News, November 15, 2008
Ocean Spray finds success in introducing the cranberry to global consumers.
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