The Big Book of Marketing: Lessons and Best ... - always yours

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Lessons and Best Practices From the World’s Greatest Companies edited by Anthony G. Bennett New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto
Copyright © 2010 by The McGraw-Hill Companies. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-162615-6 MHID: 0-07-162615-8 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-162125-0, MHID: 0-07-162125-3. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.com. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. —From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers Product or brand names used in this book may be trade names or trademarks.Where we believe that there may be proprietary claims to such trade names or trademarks, the name has been used with an initial capital or it has been capitalized in the style used by the name claimant. Regardless of the capitalization used, all such names have been used in an editorial manner without any intent to convey endorsement of or other affiliation with the name claimant. Neither the authors nor the publisher intend to express any judgment as to the validity or legal status of any such proprietary claims. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms. THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.
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Page 7 and 8: 4. Branding 57 by Landor Associates
Page 9 and 10: Advertising—International by McCa
Page 11 and 12: Packaging—Flexible Packaging by S
Page 13 and 14: Freight—Ocean Shipping by Oversea
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Page 19 and 20: 1 MARKETING OVERVIEW by Anthony G.
Page 21 and 22: succeeds. However, just as importan
Page 23 and 24: The Marketing Mix Customer demand i
Page 27 and 28: 2 ORGANIZATIONAL RESPONSIBILITY by
Page 29 and 30: subscribe to the industry-accepted
Page 31 and 32: Wholesaling Wholesalers usually rep
Page 33 and 34: Office of Ethics and Business Condu
Page 35 and 36: global market presents both opportu
Page 37 and 38: 4. Manage the SR program. 5. Commun
Page 39 and 40: are expressing their demand for pro
Page 41 and 42: ISO ISO 14000 → a series of envir
Page 43 and 44: to upper ozone depletion. Second, S
Page 45 and 46: labels provide the credibility of a
Page 47 and 48: whether the supplier has adopted an
Page 49 and 50: desire to have employees seek advic
Page 51 and 52: One dose of this medicine once a ye
Page 53 and 54: The fourth step was to develop an e
Page 55 and 56:
NOTES 1. Wall Street Journal, May 5
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(described in detail in Chapter 19,
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eral areas within the company. Thes
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address a key competitor weakness f
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time, setting a desired profit marg
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• The Economy. Marketing planning
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The Six Sigma approach has five maj
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of a budget, the completion of a pr
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PLANNING—INTERNATIONAL by ExxonMo
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• Global Market Model. This model
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The Difference between a Brand and
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should we do about our printers to
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Uncover Insights and Identify Oppor
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etween one product or brand and ano
Page 83 and 84:
Crafting the Verbal Identity Naming
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A few brands are known for their to
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these colors for a given brand. It
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packaging pose a challenge for bric
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waiting in line, flying in the cabi
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not know much about it. This puts a
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necessary. It is important to under
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under the radar was its best asset
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two-to-three pounds lighter through
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Peter Holt sees the CEO’s role as
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How would the film play, for instan
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citizen organized around a clear br
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President of International Marketin
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the mid-1980s, marketing research i
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amount of time they brush when aske
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over time). Multiple time-period su
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more people will claim to watch Pub
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attached to purchased products. The
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street addresses, employee ID numbe
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A new type of analysis tool has eme
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and the translation is accurate. In
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Unilever determined that the ACNiel
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The researchers took great care in
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6 CONSUMER PURCHASING BEHAVIOR by K
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need with a convivial atmosphere. M
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Table 6.1 Learning Process Model Le
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Table 6.2 Consumer Purchasing Proce
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consumer may have a belief that “
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Most consumers want to shop when it
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Shopping Attitudes Consumers may be
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There are several product key perfo
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was on sale among their preferred s
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same network” airing of Discovery
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NOTES 1. U.S. Department of Commerc
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must pay attention to consumer tren
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specific rules and internal regulat
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Organizational Purchasing Process
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situations that initiate make-or-bu
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7. Evaluate/Qualify Potential Sourc
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the contract, against the original
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Customs/Import Regulations The impo
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consistent strategy, contract price
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shortages, downtime, cancellation c
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8 MARKETING COMMUNICATIONS MANAGEME
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OVERCOMING COMMUNICATIONS INTERFERE
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manager who will take responsibilit
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loaned executive programs with othe
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quota. Many of the sales force stra
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density of the customer base. Marke
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New and small business owners often
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Qualify Prospective Companies ↓ Q
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INSIDE SALES by 1-800-Flowers.com T
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• Pursue income and occupational
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the deal. The contract sets the rul
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SALES - CASE STUDY By Hilton Hotels
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At the appointed time, Hilton escor
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In addition, close to 70 percent of
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highly targeted and are an increasi
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for the various strategies. This as
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about the brand and its consumers a
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enables the advertising agency to u
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study. Creative execution ultimatel
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Media Scheduling The goal of media
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In the 1940s, a copy writer named J
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Content Production Process The appr
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Design This is the phase when ideas
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Most publications require that agen
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differences in the market, and/or
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The Vision The PEDIGREE Brand’s v
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Results • PEDIGREE ® Dogstore. W
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Bringing the Idea to Life To encour
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Nathy Aviram Nathy Aviram is Execut
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Large organizations typically have
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customers (capture informal and spo
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esearch and monitoring of issues. T
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need to communicate, and contains v
Page 235 and 236:
• Internal Communications Assessm
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publishing of a story, or at least
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offers. Often newsletters are devel
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appearing in publications that reac
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which can thrive without borders. T
Page 245 and 246:
Facilitate Intelligent Dialogue In
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PUBLIC RELATIONS—CASE STUDY by Bu
Page 249 and 250:
To date, more than 1 billion domest
Page 251 and 252:
Definition Promotional marketing is
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implement promotional programs. For
Page 255 and 256:
hundreds of potential and current c
Page 257 and 258:
point to encourage sampling, such a
Page 259 and 260:
Frequency programs also must determ
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Broadcast Media Television and radi
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approach. A telephone follow-up sur
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appeared on the all-green packages
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the Challenge in mid-week to play,
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more than a printed warehouse of po
Page 271 and 272:
strictly screen incoming informatio
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Many grocers still practice a more
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• Gender. Marketers often will se
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Financial Analysis Direct-mail cost
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• Graphics. Photos or illustratio
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Disadvantages Telemarketing is less
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third type: earned media. Earned me
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A recently discovered product benef
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From the beginning, we set three sp
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OBJECTIVE 2 Results: Significant li
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icon, is discussed in the book Buyi
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to build. You can let all of your e
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the customer! Since I had such a po
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CORPORATE PROFILES AND AUTHOR BIOGR
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15 PRODUCT MANAGEMENT by PepsiCo TH
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Durable and Nondurable Goods In add
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convenience, or superior quality. P
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educate industry, the news media, a
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including enhanced or additional pr
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CORPORATE PROFILE AND AUTHOR BIOGRA
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expertise, cross-functional teams a
Page 313 and 314:
able to run certain software. The h
Page 315 and 316:
consumer needs, that they can focus
Page 317 and 318:
The launch of Hyper Carbon in Novem
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trademark ownership worldwide. MACH
Page 321 and 322:
Stylists were instructed to educate
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in see-through plastic was suscepti
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material. This means that it can be
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decorative tins. Shoppers have many
Page 329 and 330:
imaginable, is lightweight and high
Page 331 and 332:
• Union affiliation • Environme
Page 333 and 334:
Consumer Needs The success of any p
Page 335 and 336:
In the mid-1970s, however, growers
Page 337 and 338:
Based on the strategic platform of
Page 339 and 340:
CORPORATE PROFILES AND AUTHOR BIOGR
Page 341 and 342:
Definition Pricing is “the formal
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easonable idea of the demand for th
Page 345 and 346:
attempt to fix prices does not have
Page 347 and 348:
authorities is below the return the
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achieves a fair market value (the o
Page 351 and 352:
uyers put on the new features or in
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PRICING - CASE STUDY by Papa John
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emoval systems) is custom made, and
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19 PRODUCT QUALITY by Cargill, Ritz
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BUSINESS EXCELLENCE CRITERIA The Bu
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In a rapidly changing technological
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Some internal components that influ
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statistical methods, and creates a
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and has spread throughout the world
Page 369 and 370:
The satisfaction loyalty index surv
Page 371 and 372:
• Environment. As a chemical spec
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20 SUPPLY CHAIN MANAGEMENT by Proct
Page 375 and 376:
noncompete companies. Thus, some co
Page 377 and 378:
Timing Configuration Needs In today
Page 379 and 380:
look for improvement opportunities,
Page 381 and 382:
protecting supply, not obtaining th
Page 383 and 384:
chain. Retailers can, and do, refus
Page 385 and 386:
21 WHOLESALING by McKesson Corporat
Page 387 and 388:
for retailers. For the typical whol
Page 389 and 390:
owns the goods and they become a pa
Page 391 and 392:
Other Wholesalers There are many ad
Page 393 and 394:
WHOLESALING—CASE STUDY by United
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wider assortment of goods across mo
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22 WAREHOUSING/ DISTRIBUTION CENTER
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Temperature Sensitive The temperatu
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unloaded from the trailers, trains,
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to customers. Features needed are p
Page 405 and 406:
Information Systems vs. Inventory L
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oom leaving the bananas there for t
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DSC also embarked upon a new market
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finished products on its own ship t
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and provides more flexibility to pl
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variety of configurations: 45-foot,
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Inventory Control Controlling inven
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• Specialized. Many trucking comp
Page 421 and 422:
provide prime-time arrivals and dep
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to ports along the Mississippi Rive
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circumvent this, intrastate carrier
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Locations In the competitive passen
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transport. Once communication has b
Page 431 and 432:
arrangements to launch the company
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the empty weight of the JHL-40 is s
Page 435 and 436:
to drive improved operating perform
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Regional trains were rebranded as s
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veteran of the freight trucking ind
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24 RETAILING by Saks Fifth Avenue,
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with their discount pricing strateg
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points. The disadvantages for the c
Page 447 and 448:
some extent. In 1997, there were 42
Page 449 and 450:
RETAIL RECEIVING/INVENTORY AND STOC
Page 451 and 452:
This approach is being used extensi
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2. Relating. Customer satisfaction
Page 455 and 456:
must be satisfied with the product
Page 457 and 458:
point that Trader Joe’s developed
Page 459 and 460:
25 INTERNET RETAILING by Staples.co
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• .pro (credentialed professional
Page 463 and 464:
Launch A launch means the site is o
Page 465 and 466:
INTERNET RETAILING - CASE STUDY by
Page 467 and 468:
Keeping pace with customers require
Page 469 and 470:
INDEX A Absolut, 70 Account managem
Page 471 and 472:
Controlled pharmaceuticals, 382 Con
Page 473 and 474:
FSIs (freestanding inserts), 244, 2
Page 475 and 476:
Manufacturer-owned wholesalers, 373
Page 477 and 478:
Plateau stage (product life cycle),
Page 479 and 480:
Sales assistance, 428 Sales clerks,
Page 481:
Visual identities, 68-73 Visual mer
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