Marketing_Management_14th_Edition-min

24. Stuart Elliott, “The Older Audience Is Looking Better
Than Ever,” New York Times, April 19, 2009.
25. Marissa Miley, “Don’t Bypass African-Americans,”
Advertising Age, February 2, 2009.
26. Elisabeth Sullivan, “Choose Your Words Wisely,”
Marketing News, February 15, 2008, p. 22; Emily
Bryson York, “Brands Prepare for a More Diverse
‘General Market,’” Advertising Age, November 30,
2009, p. 6.
27. Emily Bryson York, “Brands Prepare for a More Diverse
‘General Market,’” Advertising Age, November 30,
2009, p. 6.
28. Daniel B. Honigman, “10 Minutes with . . . Caralene
Robinson,” Marketing News, February 15, 2008,
pp. 24–28; Sonya A. Grier, Anne Brumbaugh, and
Corliss G. Thornton, “Crossover Dreams: Consumer
Responses to Ethnic-Oriented Products,” Journal of
Marketing 70 (April 2006), pp. 35–51.
29. “Hispanics Will Top All U.S. Minority Groups for
Purchasing Power by 2007,” Selig Center of Economic
Growth, Terry College of Business, University of
Georgia,/www.selig.uga.edu, September 1, 2006;
Jeffrey M. Humphreys, “The Multicultural Economy
2008,” Selig Center of Economic Growth, Terry College
of Business, University of Georgia, 2008.
30. Andrew Pierce, “Multiculti Markets Demand
Multilayered Markets,” Marketing News, May 1, 2008,
p. 21.
31. Barbara De Lollis, “At Goya, It’s All in La Familia,” USA
Today, March 24, 2008, pp. 1B–2B.
32. Ronald Grover, “The Payoff from Targeting Hispanics,”
BusinessWeek, April 20, 2009, p. 76; Della de Lafuente,
“The New Weave,” Adweek Media, March 3, 2008,
pp. 26–28.
33. Piet Levy, “La Musica to Their Ears,” Marketing News,
May 15, 2009, pp. 14–16; Ronald Grover, “The Payoff
from Targeting Hispanics,” BusinessWeek, April 20,
2009, p. 76.
34. Elaine Wong, “Why Bounty Is a Hit with U.S.
Hispanics,” Brandweek, August 17, 2009, p. 6.
35. Samar Farah, “Latino Marketing Goes Mainstream,”
Boston Globe, July 9, 2006; Dianne Solis, “Latino
Buying Power Still Surging,” Dallas Morning News,
September 1, 2006; Joseph Tarnowski, “Assimilate or
Perish,” Progressive Grocer, February 1, 2006.
36. Kevin Lane Keller, “got milk?: Branding a Commodity,”
Best Practice Cases in Branding, 3rd ed. (Upper
Saddle River, NJ: Prentice Hall, 2008); got milk?
www.gotmilk.com; Jeff Manning, got milk?: The book
(Roseville, CA: Prima Lifestyles 1999).
37. Elisabeth A. Sullivan, “Speak Our Language,”
Marketing News, March 15, 2008, pp. 20–22.
38. Rita Chang, “Mobile Marketers Target Receptive
Hispanic Audience,” Advertising Age, January 26,
2009, p. 18.
39. Adele Lassere, “The Marketing Corner: Marketing to
African-American Consumers,” Epoch Times,
November 27, 2009.
40. Lisa Sanders, “How to Target Blacks? First You Gotta
Spend,” Advertising Age, July 3, 2006, p. 19; Pepper
Miller and Herb Kemp, What’s Black about It? Insights
to Increase Your Share of a Changing African-American
Market (Ithaca, NY: Paramount Market Publishing,
2005).
41. Marissa Fabris, “Special Report on Multicultural
Marketing: Market Power,” Target Marketing,
www.targetmarketingmag.com, May 2008.
42. Sonya A. Grier and Shiriki K. Kumanyika, “The Context
for Choice: Health Implications of Targeted Food and
Beverage Marketing to African-Americans,” American
Journal of Public Health 98 (September 2008), pp.
1616–29.
43. “The ‘Invisible’ Market,” Brandweek, January 30,
2006.
44. Andrew Pierce, “Multiculti Markets Demand Multilayered
Markets,” Marketing News, May 1, 2008, p. 21.
45. “The ‘Invisible’ Market,” Brandweek, January 30,
2006; Bill Imada, “Four Myths about the Asian-
American Market,” Advertising Age, October 31,
2007; “Kraft Targets Asian American Moms,”
Brandweek, September 1, 2005.
46. “Marketing to Asian-Americans,” Special Supplement
to Brandweek, May 26, 2008.
47. Kate Rockwood, “Partnering with Pride,” Fast
Company, November 2009, pp. 21–28.
48. Prime Access, Inc, www.primeaccess.net.
49. Strategic Business Insights, www.strategicbusiness
insights.com.
50. Andrew Kaplan, “A Fruitful Mix,” Beverage World, May
2006, pp. 28–36.
51. This classification was adapted from George H. Brown,
“Brand Loyalty: Fact or Fiction?” Advertising Age, June
1952–January 1953, a series. See also, Peter E. Rossi,
Robert E. McCulloch, and Greg M. Allenby, “The Value
of Purchase History Data in Target Marketing,”
Marketing Science 15 (Fall 1996), pp. 321–40.
52. James C. Anderson and James A. Narus, “Capturing
the Value of Supplementary Services,” Harvard
Business Review, January–February 1995, pp. 75–83.
53. For a review of many of the methodological issues in
developing segmentation schemes, see William R.
Dillon and Soumen Mukherjee, “A Guide to the Design
and Execution of Segmentation Studies,” Rajiv Grover
and Marco Vriens, eds., Handbook of Marketing
Research (Thousand Oaks, CA: Sage, 2006); and
Michael Wedel and Wagner A. Kamakura, Market
Segmentation: Conceptual and Methodological
Foundations (Boston: Kluwer, 1997).
54. Michael E. Porter, Competitive Strategy (New York:
Free Press, 1980), pp. 22–23.
55. Estee Lauder, www.esteelauder.com.
56. Barry Silverstein, “Hallmark—Calling Card,”
www.brandchannel.com, June 15, 2009; Hallmark,
www.hallmark.com; Brad van Auken, “Leveraging the
Brand: Hallmark Case Study,” www.brandstrategyinsider.
com, January 11, 2008.
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Endnotes