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

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ethical responsibility, 17–18 Internet retailing, 447 marketing research, 104–107 organizational purchasing, 144–146 packaging, 315–317 planning, 54–56 pricing, 334–335 product development, 297–299 product quality, 349–350 promotional marketing, 246–247 public relations, 225–228 retailing, 437–438, 447 sales, 170–173 social responsibility, 20 supply chain management, 366–367 transportation, 411–413 warehousing/distribution, 387–389 wholesaling, 375 International Paper, 337–338 International Standards Organization (ISO): ISO 9000 quality standards requirements, 142, 349–350 ISO 14000 series environmental standards, 23–25, 30 International Trachoma Initiative (ITI), 33–34 Internet (See also E-mail) advertising on, 189 auction bidding on, 141 direct marketing with, 264–267 promotional marketing with, 244–245 and public relations, 224 and supply chain management, 358 Internet interviews, 100 Internet retailing, 427, 442–450 analytics/feedback in, 447 Bloomingdales case study, 449–450 defined, 442 first steps in, 442–443 international, 447 site development in, 443–446 Toys “R” Us case study, 448–449 Web site promotion in, 446 Internet wholesalers, 373, 375 Interviewer bias, 103 Introduction, product, 288–289, 326–327 Inventory control: in retailing, 432–433 systems for, 140, 384, 386 in transportation, 400 in warehousing/distribution, 386 Inventory information, 359 Investor relations, 212 Invitation for bids (IFB), 142 ISF (Importer Security Filing), 146 ISO (see International Standards Organization) Issues management, 217 IT (see Information technology) Item pricing, 433 ITI (International Trachoma Initiative), 33–34 J Japan, 427 JIT (just-in-time) inventory, 394 Job titles, 258 Johnnie Walker, 273, 274 Johnson & Johnson, 209 Joint ventures, 54, 290–291 Jones, John Philip, 190 Journalists, 218–221 Juran, Joseph M., 340 Jurisdictional claims, 144 Just-in-time (JIT) inventory, 394 K Kanban, 394 Kano Model of Quality, 344, 344f Kentucky Fried Chicken, 72 Key performance indicators, 126 Key Performance Objectives (KPOs), 158 Knowledge (branding), 75 Knowledge management, 342 Kodak, 162 Korea, 106 KPMG, 67 KPOs (Key Performance Objectives), 158 Kraft, 127–129 Kroger, 361 L Label printing technologies, 315 Labeling: and environmental responsibility, 27–28 ethics issues with, 13 in packaging process, 307, 312–315 Labor availability, 385 Laboratory test method (LTM), 100 Laggards, 123 Land costs, 385 Landor Associates, 75 Language: and contracts, 145 in direct marketing, 266 in Internet retailing, 447 and marketing research, 105–106 in sales, 170–171 and supply chain management, 366 in wholesaling, 375 Leadership: in business excellence, 342 and company culture, 345–346 in marketing planning, 52 and opinion leaders, 120–121 supply chain, 359 Lean manufacturing, 348 Learning process model, 115, 116t Leased facilities, 382 Leases, 140 Legal issues: with brands, 286–288 with imports, 413 with Internet retailing, 447 with pricing, 327–328 with supply chain management, 367 Legal responsibility, 11, 18 Legislation, product responsibility, 365 Less-then-truckload (LTL) motor carriers, 396, 397, 401 Licensing, 54, 290 Life cycle costs, 324–325 Life cycle extension, 289–291 Life cycles, product (see Product life cycles) Lifestyle (consumer behavior), 124 Light trucks, 402 Limited release test marketing, 296–297 Liners (ocean shipping), 404 LIRR (Long Island Rail Road), 409–410 List pricing, 330 “Listening to the voice of the customer,” 297 Lithographic printing, 315 Liz Claiborne, 228–229 L.L. Bean, 45 Loading (warehousing), 384–385 Lobbying, 13 Location, of retailers, 428–430 Logistics, 381 contract, 387, 397 reverse, 364–366 (See also Transportation; Warehousing/distribution) Logistics service providers (LSPs), 387 Logos, 68–69 Long Island Rail Road (LIRR), 409–410 Long-term planning, 41 Low-price-based strategies, 332–333 Loyalty programs/promotions, 240–242, 255–256 LSPs (logistics service providers), 387 LTL motor carriers (see Less-thentruckload motor carriers) LTM (laboratory test method), 100 Lulu.com, 447 M MACH4 razors, 300–303 Macro trends, 93 Magazines: advertising in, 187–188 direct marketing with, 262 Mail Boxes Etc., 27 Mail interviews, 99–100 Mail-in premium offers, 237 Mail-order stores, 394 Mail-order wholesalers, 373 Mailing lists, 14 Maintenance, repair, and operating supplies (MROs), 138 Major League Baseball, 278 Majority (psychographics), 123 Make/buy committees, 139 Mallas, Steven, 61 Malls, 430 Management by Objectives (MBOs), 158 Management judgment, 165 Management responsibilities, 51–52 Manufacturer sales representatives, 161 INDEX 457
Manufacturer-owned wholesalers, 373 Manufacturers’ agents, 374 Manufacturing: and marketing planning, 46 materials for support of, 138 in product development, 296 in product life cycle, 288 supply chain management for, 357 Mardi Gras cruise ship, 413–414 Marginal costs, 324 Markdowns, 433 Market-based pricing strategies, 330–332 Market feedback, 164 Market forces, 359 Market information, 371 Market segmentation: and consumer behavior, 123–125 costs of, 360 for direct marketing, 257 in international product development, 297 and organizational demand, 135–136 in planning process, 42–43 Market share matrix, 51, 51f Marketing, 2–7 affiliate, 446 applicability of, 6–7 aspirational, 122 cause, 182 changing perspectives on, 3 and consumption, 4 of cruise lines, 410 definitions of, 2–3 direct (see Direct marketing) elements of, 4–6 and environmental responsibility, 26 goals of, 3–4 green, 25 mass, 42 niche, 42 off-line, 446 in organizations, 7 promotional (see Promotional marketing) providing value to customer with, 4 pull, 46, 236 push, 46 relationship, 44 telemarketing, 263–264, 267 word of mouth, 266 Marketing communications, 152–154 agencies for, 92 and consumer behavior, 122 defined, 152 in marketing mix, 46, 153t tactics in, 152–153 (See also specific headings, e.g.: Advertising) Marketing mix: components of, 4 and environmental responsibility, 25 and planning, 45 Marketing organizations, 92 Marketing planning (see Planning) Marketing research, 91–110 consumer studies, 93–95 defined, 92 ethics issues in, 11–12 international, 104–107 for international direct marketing, 266 for international product development, 297 for Internet retailing, 447 purpose of, 91 Renaissance Cruises case study, 109–110 steps in, 95–104 target market data from, 43 types of firms for, 92–93 Unilever case study, 107–108 Marketing research companies, 92–93 Markup (pricing), 433 Mars Inc., 247–249 Maslow, Abraham H., 113 Mass communications, 153 Mass marketing, 42 Mass merchandise, 426–427 Mass production, 3 Master schedules, 143 Material Safety Data Sheet (MSDS), 28 Materials, 357 Materials handling, 397–398 Mattel, 294 Mature stage (product life cycle), 327 Maturity stage (product life cycle), 289 MBOs (Management by Objectives), 158 McDonald’s Corporation, 22, 366–367 MEAs (Multilateral Environmental Agreements), 24 Measurement (business excellence), 342 Mechanicals (advertising), 198 Media: broadcast, 186–187, 193, 244, 262–263 earned, 265–266 mobile, 264–266 news, 218–221 out-of-home, 188–189 print, 187–188, 193, 197–198, 221, 244 for promotional marketing, 243–245 social, 222, 265–266 Media agencies, 181 Media buying, 191 Media kits, 219 Media planning, 185–191 Media relations, 218–223 Media scheduling, 190–191 Media tours, 222–223 Medium-weight trucks, 402 Mercedes Benz, 138 Merchandisers, 372–373 Merchandising selection, 431, 437–438 Merchant wholesaler-distributors, 372 Messages: consistency of, 226 in public relations campaigns, 213 MetLife, 70 Metric system, 317 Mexico, 106 Milk Chug, 319–320 MilkPEP, 267–269 Millward Brown Optimor, 76–77 Mining, 416 Mirage Resorts, 293 Mission of, 45 M&Ms, 247–249 Mobile media, 264–266 Model stock, 434 Monobrand strategy, 63 Monopolies, 134–135 Monsanto, 29 Montgomery Ward, 394 Moskvin, Alex, 72 Motor Carrier Deregulation Act, 400 Mowen, John C., 114 MP3 players, 294 MROs (maintenance, repair, and operating supplies), 138 MSDS (Material Safety Data Sheet), 28 Multibrand strategy, 63 Multigovernmental agreements, 367 Multilateral Environmental Agreements (MEAs), 24 Multimailers, 259 Multinational advertising, 198 Multisource competitive bidding, 141 Multivariate tests (MVTs), 259 Murals, 188 Music, 72 MVTs (multivariate tests), 259 N NAICS (North American Industry Classification System), 135, 258 Naming of brand, 66–68, 66t National Cattlemen’s Beef Association, 216 National Chance of Address (NCOA) file, 257 National Council of Physical Distribution Management (NCPDM), 394 National Medical Enterprises (NME), 30 Natural gas, 406 Natural resources, 21 Navigation (Web site), 444 NCOA (National Chance of Address) file, 257 NCPDM (National Council of Physical Distribution Management), 394 NCR, 43, 335 Near-packs, 237 Needs, consumer: and consumer behavior, 113–114, 119t and product development, 297–298 and product packaging, 316 quality, 343–345 and retailing, 431 Negotiated bids, 141 Neighborhood shopping centers, 430 NeOn, 409 Nestle Foods, 102 458 INDEX
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Copyright © 2010 by The McGraw-Hil
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4. Branding 57 by Landor Associates
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Advertising—International by McCa
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Packaging—Flexible Packaging by S
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Freight—Ocean Shipping by Oversea
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1 MARKETING OVERVIEW by Anthony G.
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succeeds. However, just as importan
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The Marketing Mix Customer demand i
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2 ORGANIZATIONAL RESPONSIBILITY by
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subscribe to the industry-accepted
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Wholesaling Wholesalers usually rep
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Office of Ethics and Business Condu
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global market presents both opportu
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4. Manage the SR program. 5. Commun
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are expressing their demand for pro
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ISO ISO 14000 → a series of envir
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to upper ozone depletion. Second, S
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labels provide the credibility of a
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whether the supplier has adopted an
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desire to have employees seek advic
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One dose of this medicine once a ye
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The fourth step was to develop an e
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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
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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
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• 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
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Facilitate Intelligent Dialogue In
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PUBLIC RELATIONS—CASE STUDY by Bu
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To date, more than 1 billion domest
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Definition Promotional marketing is
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implement promotional programs. For
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hundreds of potential and current c
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point to encourage sampling, such a
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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
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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
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able to run certain software. The h
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consumer needs, that they can focus
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The launch of Hyper Carbon in Novem
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trademark ownership worldwide. MACH
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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
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imaginable, is lightweight and high
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• Union affiliation • Environme
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Consumer Needs The success of any p
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In the mid-1970s, however, growers
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Based on the strategic platform of
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CORPORATE PROFILES AND AUTHOR BIOGR
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Definition Pricing is “the formal
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easonable idea of the demand for th
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attempt to fix prices does not have
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authorities is below the return the
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achieves a fair market value (the o
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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
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The satisfaction loyalty index surv
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• Environment. As a chemical spec
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20 SUPPLY CHAIN MANAGEMENT by Proct
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noncompete companies. Thus, some co
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Timing Configuration Needs In today
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look for improvement opportunities,
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protecting supply, not obtaining th
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chain. Retailers can, and do, refus
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21 WHOLESALING by McKesson Corporat
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for retailers. For the typical whol
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owns the goods and they become a pa
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Other Wholesalers There are many ad
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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
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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
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provide prime-time arrivals and dep
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Page 425 and 426: circumvent this, intrastate carrier
Page 427 and 428: Locations In the competitive passen
Page 429 and 430: transport. Once communication has b
Page 431 and 432: arrangements to launch the company
Page 433 and 434: the empty weight of the JHL-40 is s
Page 435 and 436: to drive improved operating perform
Page 437 and 438: Regional trains were rebranded as s
Page 439 and 440: veteran of the freight trucking ind
Page 441 and 442: 24 RETAILING by Saks Fifth Avenue,
Page 443 and 444: with their discount pricing strateg
Page 445 and 446: 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
Page 453 and 454: 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
Page 461 and 462: • .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: FSIs (freestanding inserts), 244, 2
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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