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UNIT 1. Marketing in the 2000’s and Beyond
Part A. Changing Perspectives
1. Hot Stuff, 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, Business Week, April 24, 2006
Business Week and the Boston Consulting Group rank the most innovative companies and elucidate how their creativity goes beyond products to rewiring themselves.
3. The Next 25 Years, Alison Stein Wellner, American Demographics, April 2003
Alison Wellner makes population and demographic projections for the next quarter century, forecasting a larger, older, and more diverse nation with many opportunities and challenges for business.
4. Customers at Work, Peter C. Honebein and Roy F. Cammarano, Marketing Management, January/February 2006
The authors describe ways self-service customers can reduce costs and become co-creators of value.
Part B. The Marketing Concept
5. Marketing Myopia , Theodore Levitt, Harvard Business Review, September/October 1975
According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industry—as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply the marketing concept: to think of itself not as producing goods or services, but as buying customers.
6. Customer Connection, Anne M. Mulcahy, Leadership Excellence, January 2007
Anne Mulcahy, as chairman and CEO of Xerox Corporation, gives five strategies for focusing on customers.
7. The Big Opportunity, Krysten Crawford, Business 2.0, June 2006
Krysten Crawford believes that while overweight consumers want the mass market to respond to their needs, many companies don’t want to be seen as enablers of the obesity epidemic.
8. Listening to Starbucks, Alison Overholt, Fast Company, July 2004
Alison Overholt discusses how there are clear parallels between the way Starbucks developed a new music business and the way Howard Shultz developed the core coffee business.
Part C. Services & Social Marketing
9. Surviving in the Age of Rage, Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management, April/May 2004
The authors scrutinize why learning to manage angry customers is a crucial part of today’s service landscape.
10. 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.
11. Nonprofits Can Take Cues from Biz World, 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 & Social Responsibility
12. Fidelity Factor, Jeff Hess and John W. Story, Marketing Management, November/December 2005
Jeff Hess and John Story discuss the importance of ensuring customer relationships by infusing them with trust.
13. 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.
14. 6 Strategies Marketers Use to Get Kids to Want Stuff Bad, Bruce Horovitz, USA Today Newspaper, November 22, 2006
Near Christmas and the holiday season, according to Bruce Horovitz, marketers will try to prod and cajole kids into buying their stuff. Holiday hype has reached a point where parents need a tip sheet to know what to watch for to shield their kids, and themselves.
15. Wrestling with Ethics, Philip Kotler, Marketing Management, November/December 2004
Philip Kotler grapples with the question, “Is marketing ethics an oxymoron?”UNIT 2. Research, Markets, and Consumer Behavior
Part A. Market Research
16. 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.
17. Consumers on the Move, Josh Herman, Direct, June 1, 2006
Josh Herman explains how new technology is 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.
18. Team Spirit, Ed Burghard and Lisa Mackay, Marketing Management, November/December 2004
The authors delineate how teamwork creates brands that change categories and improve lives.
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.
Part B. Markets and Demographics
20. A New Age for the Ad Biz, Jonathan Peterson , Los Angeles Times, June 4, 2006
Jonathan Peterson examines why marketers who once focused on youth are trying to entice the graying baby boomer set.
21. The Halo Effect, Michael Fielding, Marketing News, February 1, 2005
Michael Fielding demonstrates why Christian consumers are a bloc that matters to all marketers.
22. Gen Y Sits on Top of Consumer Food Chain, Jayne O’Donnell, USA Today Newspaper, October 11, 2006
New research reveals that Generation Y—those born from 1982 to 2000—are showing clout with car, clothing, and other retail sales surpassing all previous generations.
Part C. Consumer Behavior
23. You Choose, You Lose, George H. Leon, Marketing Management, January/February 2006
George Leon conveys how unrestrained consumer choices can derail manufacturing productivity and profitability.
24. Spotlight on Marketing, Leslie M. Fine, Business Horizons, May/June 2006
The Executive Digest summarizes selected findings in key academic journals regarding drivers and outcomes of customer satisfaction in both the business-to-business and the business-to-consumer markets.
25. Marketing: Consumers in the Mist, Alison Wellner, Inc., April 2003
Anthropologists now find more fieldwork inside American companies than outside in Samoa. Alison Wellner believes that there is much to learn, from their observations of clients’ behavior.UNIT 3. Developing and Implementing Marketing Strategies
26. 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
27. He Came. He Sawed. He Took on the Whole Power-Tool Industry, Melba Newsome, Inc., July 2005
Stephen Gass invented a table saw that stops dead when it touches flesh. Ironically, discloses Melba Newsome, the industry wants nothing to do with him.
28. In Praise of the Purple Cow, Seth Godin, Fast Company, February 2003
To be successful in marketing you need to stand out and that means becoming a purple cow—that is, becoming remarkable in a field of brown cows. Innovation in marketing is an important key to succeeding in business.
29. Starbucks’ ‘Venti’ Problem, Daniel Gross, Los Angeles Times, March 4, 2007
Daniel Gross analyzes the danger of some major franchise stores that have expanded too rapidly.
Part B. Pricing
30. Making Cents of Pricing, David M. Feldman, Marketing Management, May/June 2005
Considering all the elements of the marketing mix, price has the most direct effect on profitability. Price is also the most easily controlled of all the elements. Yet properly setting prices and measuring their impact on the entire organization, according to David Feldman, is seldom done properly, or in a manner that optimizes long-term market share and profitability.
31. Customer-Centric Pricing: The Surprising Secret for Profitability, Robert G. Cross and Ashutosh Dixit, Business Horizons, Volume 48, 2005
The authors delineate how segmentation based on buying behavior uncovers a tremendous differential in willingness to pay for subjective product attributes such as convenience, status, and quality.
32. Boost Your Bottom Line by Taking the Guesswork Out of Pricing, Alison Stein Wellner, Inc., June 2005
When it comes to setting prices, many business owners go with their gut. Alison Wellner recommends a better approach: Start by asking what your product or service is really worth.
33. Pricing Gets Creative, Eric V. Roegner, Michael V. Marn, and Craig Zawada, Marketing Management, January/February 2005
The authors explain why it takes more than absolute price levels to drive customer behaviors and perceptions.
Part C. Distribution
34. The Old Pillars of New Retailing, Leonard L. Berry, Harvard Business Review, April 2001
In the course of his extensive research on dozens of retailers, Leonard Berry found that the best companies create value for their customers in five interlocking ways.
35. Why Costco Is So Damn Addictive, Matthew Boyle, Fortune, October 30, 2006
Jim Sinegal has taken Costco domestically and internationally where no warehouse club has gone before—pharmacy, fresh bakery, and meat brands one could be proud to serve in the house.
36. A Sales Channel They Can’t Resist, Elizabeth Esfahani, Business 2.0, September 2005
With $5.7 billion in annual revenue, home-shopping giant QVC has become one of the most powerful forces in retail.
Part D. Promotion
37. Direct Mail Still Has Its Place, Michael Fielding, Marketing News, November 1, 2006
Long pegged as the wallflower at the direct marketing disco, direct mail has been enjoying a full dance card in the last five years with the heavy push toward integration of all media channels, from the Internet to telemarketing.
38. The Online Ad Surge, Stephen Baker, Business Week, November 22, 2004
Stephen Baker describes how brand advertising has taken off and is shaking up Madison Ave.
39. Behind the Magic, Chris Penttila, Entrepreneur, August 2005
How do stellar sellers work their magic? Chris Penttila relates some of the sales secrets of successful salespeople—from the first call to closing the deal.
40. Got Advertising That Works?, Jeff Manning and Kevin Lane Keller, Marketing Management, January/February 2004
The authors disclose how the “Got Milk?” advertising campaign shook consumers out of their milk malaise.
41. Product Placement—You Can’t Escape It, Laura Petrecca, USA Today Newspaper, October 11, 2006
Frustrated by fragmented audiences, Laura Petrecca discloses ways that marketers are seeking more places to promote their products.UNIT 4. Global Marketing
42. Managing Differences, Pankaj Ghemawat, Harvard Business Review, March 2007
The main goal of any international strategy should be to manage the large differences that arise at the borders of markets. In this article, Pankaj Ghemawat presents a new framework —called the AAA Triangle—that encompasses three crucial challenges of globalization.
43. How China Will Change Your Business, Ted C. Fishman, Inc. , March 2005
Powered by the world’s most rapidly changing large economy, China is an ever-increasing presence and influence in our lives, connected to us by the world’s shipping lanes, financial markets, telecommunications, and above all, the globalization of appetites.
44. 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.
45. Tech’s Future, Steve Hamm, Business Week, September 27, 2004
With affluent markets maturing, technology’s next 1 billion customers will be Chinese, Brazilian, and Thai. In reaching them, Steven Hamm believes the industry will be profoundly transformed.
46. The Great Wal-Mart of China, Clay Chandler, Fortune, July 25, 2005
Wal-Mart may have started late in China, but it is now starting to catch up and the Chinese people like Wal-Mart’s “Everyday low prices!”
47. Selling to the Poor, Allen L. Hammond and C.K. Prahalad, Foreign Policy, May/June 2004
Searching for new customers eager to buy your products? Try the world’s 4 billion poor people, the largest untapped consumer market on earth.