Annual Editions: Marketing 10/11
UNIT 1: Marketing in the 2000s and BeyondUnit Overview
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. The World’s Most Innovative Companies, Jena McGregor, BusinessWeek, April 24, 2006
BusinessWeek and the Boston Consulting Group rank the most innovative companies and elucidate how their creativity goes beyond products to rewiring themselves.
3. 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. 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.
5. 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
6. 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.
7. 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.
8. Customer Connection, Anne M. Mulcahy, Leadership Excellence, January 2007
Anne Mulcahy, as chairman and CEO of Xerox
Corporationgives five strategies for focusing on customers.
9. Add Service Element Back in to Get Satisfaction, Todd Polifka, Marketing News, May 1, 2007
Todd Polifka believes that many companies seem to have forgotten about two most important concomitants—customer satisfaction and customer service.
Part C. Services and Social Marketing
10. 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.
11. Attracting Loyalty: From All the New Customers, Chip R. Bell and John R. Patterson, Leadership Excellence, May 2008
The authors relate how to win customer loyalty with five drivers.
12. School Your Customers, Tamara E. Holmes, The Advertiser, August 2006
Marketing executives from PepsiCo to General Mills to The Home Depot are learning that educating consumers about a product category can help build brand loyalty.
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. Nonprofits Can Take Cues from Biz World: Branding Roadmap Shapes Success, Larry Chiagouris, Marketing News, July 15, 2006
Nonprofits are more likely to succeed if their target audiences know who they are and what they stand for. In other words, according to Larry Chiagouris, nonprofits must have a carefully developed brand.
Part D. Marketing Ethics and Social Responsibility
15. The Rise of Trust and Authenticity, Don Peppers and Martha Rogers, Sales & Marketing Management, May/June 2008
A study by the authors revealed that by the year 2020, corporate sincerity and trust would trump marketing’s "four Ps."
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. Wrestling with Ethics: Is Marketing Ethics an Oxymoron?, Philip Kotler, Marketing Management, November/December 2004
Philip Kotler grapples with the question, "Is marketing ethics an oxymoron?"UNIT 2: Research, Markets, and Consumer BehaviorUnit Overview
Part A. Market Research
18. The Science of Desire, Spencer E. Ante, BusinessWeek, June 5, 2006
As more companies refocus squarely on the consumer, ethnography and its proponents have become star players.
19. Eight Tips Offer Best Practices for Online MR, Richard Kottler, Marketing News, April 1, 2005
Richard Kottler provides eight tips outlining the best practices for maximizing the efficiency of conducting surveys via the Internet.
20. Consumers on the Move: Improved Technology Should Help Marketers Reach Prospects—Wherever They May Be, Josh Herman, Direct, June 1, 2006
Josh Herman explains how new technology, addressable advertising across "all three screens"—computer, cable television, and wireless—is ideal for capitalizing on the consistent accuracy of a household-level segmentation system.
21. 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
22. 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."
23. Wooing Luxury Customers, Suzanne Hader, Marketing Management, July/August 2008
Suzanne Hader examines the evolving habits and desires of luxury consumers. To be considered truly luxurious, she says brands must wrap exclusive first-quality offerings in a consistently flawless and emotionally positive customer experience.
24. The Incredible Shrinking Boomer Economy, David Welch, BusinessWeek, August 3, 2009
Executives always knew the baby boomers would curb their spending as they approached retirement—but not this much, this soon. David Welch describes how companies are scrambling to meet the needs of customers who are suddenly on a budget.
25. 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.
26. The Payoff from Targeting Hispanics, Ronald Grover, BusinessWeek, April 20, 2009
Despite the recession, many big companies are boosting advertising spending aimed at Hispanics.
Part C. Consumer Behavior
27. 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.UNIT 3: Developing and Implementing Marketing StrategiesUnit Overview
28. 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.
29. Making Inspiration Routine, A. G. Lafley and Ram Charan, Inc., June 2008
The authors suggest a process and key components for growing companies to innovate repeatedly and reliably.
Part A. Product
30. 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.
31. Berry, Berry Ambitious, Alissa Walker, Fast Company, December 2007/January 2008
The author discusses how Pinkberry’s success is really about the chain’s image as a design brand.
Part B. Pricing
32. Rocket Plan, Mark Burton and Steve Haggett, Marketing Management, September/October 2007
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.
33. Where Discounting Can Be Dangerous, Brian Burnsed, BusinessWeek, August 3, 2009
The author discusses how by cutting prices—even quietly—Tiffany and other high-end retailers risk tarnishing their luxury brands.
Part C. Distribution
34. 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.
35. 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.
Part D. Promotion
36. Get Noticed, Gwen Moran, Entrepreneur, October 2008
The author shares 21 low-cost techniques to shine a spotlight on your business.
37. 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.
38. 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 MarketingUnit Overview
39. 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.
40. Brand Loyalty Goes Global, Mike Kust, Sales & Marketing, January/February 2008
Mike Kust discusses how brand loyalty programs can create stronger relationships with a company’s most valuable customers in competitive new markets.
41. Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets, Nicholas Casey, Wall Street Journal, May 29, 2008
Nicholas Casey examines the challenges that Fisher-Price has faced in developing a line of talking toys in the global marketplace.
42. Unlocking the Cranberry Mystique, Elisabeth A. Sullivan, Marketing News, November 15, 2008
Ocean Spray finds success in introducing the cranberry to global consumers.
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