Marketing_Management_14th_Edition-min

Chapter 12
1. John Frank, “Beep! Beep! Coming Through,” Marketing
News, September 30, 2009, pp. 12-14; David Kiley,
“Ford’s Savior?” BusinessWeek, March 16, 2009,
pp. 31–34; Alex Taylor III, “Fixing Up Ford,” Fortune,
May 25, 2009, pp. 45–50; David Kiley, “One Ford for
the Whole Wide World,” BusinessWeek, June 15, 2009,
pp. 58–59; “Ford’s European Arm Lends a Hand,”
Economist, March 8, 2008, pp. 72–73.
2. This discussion is adapted from a classic article:
Theodore Levitt, “Marketing Success through
Differentiation: Of Anything,” Harvard Business Review,
January–February 1980, pp. 83–91. The first level, core
benefit, has been added to Levitt’s discussion.
3. Harper W. Boyd Jr. and Sidney Levy, “New Dimensions
in Consumer Analysis,” Harvard Business Review,
November–December 1963, pp. 129–40.
4. Jim Curley, “Niagara Sheet Feeder in Full Production,”
The White Sheet: Board Converting News, August 25,
2008; Jackie Schultz, “A Sheet Plant’s Lean Journey,”
Corrugated Today, January–February 2005, pp. 42–47;
Joe Iannarelli, “Jamestown Container Thinks Outside
the Box,” Business First, October 3, 2003, p. 4.
5. For some definitions, see Peter D. Bennett, ed.,
Dictionary of Marketing Terms (Chicago: American
Marketing Association, 1995). Also see, Patrick E.
Murphy and Ben M. Enis, “Classifying Products
Strategically,” Journal of Marketing 50 (July 1986),
pp. 24–42.
6. Some of these bases are discussed in David A. Garvin,
“Competing on the Eight Dimensions of Quality,”
Harvard Business Review, November–December 1987,
pp. 101–9.
7. Marco Bertini, Elie Ofek, and Dan Ariely, “The
Impact of Add-On Features on Product Evaluations,”
Journal of Consumer Research 36 (June 2009),
pp. 17–28; Tripat Gill, “Convergent Products: What
Functionalities Add More Value to the Base,” Journal
of Marketing 72 (March 2008), pp. 46–62; Robert J.
Meyer, Sheghui Zhao, and Jin K. Han, “Biases in
Valuation vs. Usage of Innovative Product Features,”
Marketing Science 27 (November–December 2008),
pp. 1083–96.
8. Paul Kedrosky, “Simple Minds,” Business 2.0, April
2006, p. 38; Debora Viana Thompson, Rebecca W.
Hamilton, and Roland Rust, “Feature Fatigue: When
Product Capabilities Become Too Much of a Good
Thing,” Journal of Marketing Research 42 (November
2005), pp. 431–42.
9. James H. Gilmore and B. Joseph Pine, Markets of One:
Creating Customer-Unique Value through Mass
Customization, (Boston: Harvard Business School
Press, 2000).
10. Nikolaus Franke, Peter Keinz, Christoph J. Steger,
“Testing the Value of Customization: When Do
Customers Really Prefer Products Tailored to Their
Preferences,” Journal of Marketing 73 (September
2009), pp. 103–21.
11. Gail Edmondson, “Mercedes Gets Back up to Speed,”
BusinessWeek, November 13, 2006, pp. 46–47; Peter
Gumble, “How Dr. Z Plans to Fix Mercedes,”
CNNMoney.com. http://money.cnn.com, July 13, 2009;
Chris Shunk, “Paradox: As Quality Improves,
Mercedes-Benz Dealership Profits Decline,”
Automotive News, January 27, 2009.
12. Bernd Schmitt and Alex Simonson, Marketing
Aesthetics: The Strategic Management of Brand,
Identity, and Image (New York: Free Press, 1997).
13. Stanley Reed, “Rolls-Royce at Your Service,”
BusinessWeek, November 15, 2005, pp. 92–93; Rolls-
Royce, www.rolls-royce.com/civil/services/totalcare;
“Rolls-Royce Secures USD 4.1 Billion Worth Orders
During Paris Air Show,” India Defence, www.indiadefence.com,
June 20, 2009; “Rolls-Royce Engine
Support,” Aviation Today, June 1, 2006.
14. For a comprehensive discussion of Cemex, see Adrian
J. Slywotzky and David J. Morrison, “Digital Innovator:
Cemex,” How Digital Is Your Business (New York:
Crown Business, 2000), pp. 78–100; see also Mohanbir
Sawhney, Robert C. Wolcott, and Inigo Arroniz, “The
12 Different Ways for Companies to Innovate,” MIT
Sloan Management Review (April 1, 2006).
15. Cliff Edwards, “Why Tech Bows to Best Buy,”
BusinessWeek, December 10, 2009; Jena McGregor,
“At Best Buy, Marketing Goes Micro,” BusinessWeek,
May 15, 2008; Matthew Boyle, “Best Buy’s Giant
Gamble,” Fortune, April 3, 2006, pp. 69–75; Geoffrey
Colvin, “Talking Shop,” Fortune, August 21, 2006, pp.
73–80; “Best Buy Turns on the Geek Appeal,” DSN
Retailing Today, February 24, 2003, p. 22.
16. This section is based on a comprehensive treatment of
product returns: James Stock, Thomas Speh, and
Herbert Shear, “Managing Product Returns for
Competitive Advantage,” MIT Sloan Management
Review (Fall 2006), pp. 57–62. See also, J. Andrew
Petersen and V. Kumar, “Can Product Returns Make
You Money?” MIT Sloan Management Review (Spring
2010), pp. 85–89.
17. Dave Blanchard, “Moving Forward in Reverse,”
Logistics Today, July 12, 2005; Kelly Shermach,
“Taming CRM in the Retail Sector,” CRM Buyer,
October 12, 2006; www.epinions.com, June 28, 2010.
18. Bruce Nussbaum, “The Power of Design,”
BusinessWeek, May 17, 2004, pp. 88–94; “Masters of
Design,” Fast Company, June 2004, pp. 61–75; Also
see, Philip Kotler, “Design: A Powerful but Neglected
Strategic Tool,” Journal of Business Strategy (Fall
1984), pp. 16–21.
19. Ravindra Chitturi, Rajagopal Raghunathan and Vijay
Mahajan, “Delight by Design: The Role of Hedonic
Versus Utilitarian Benefits,” Journal of Marketing 72
(May 2008), pp. 48–63.
20. Ulrich R. Orth and Keven Malkewitz, “Holistic Package
Design and Consumer Brand Impressions,” Journal of
Marketing 72 (May 2008), pp. 64–81; Mark Borden,
“Less Hulk, More Bruce Lee,” Fast Company, April
2007, pp. 86–91.
Endnotes
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