Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 3 ppt

... today most advantages don’t stay relevant and few are sustainable. Advantages are temporary. Increasingly, a com- pany wins not with a single advantage but by layering one advantage on top of another ... companies don’t want to be left behind, they must anticipate change and lead change. The ability to change faster than your competitors amounts to a competitive advantage. Richard...

Ngày tải lên: 14/08/2014, 05:20

... and markets is a recipe for disaster. Investors want to see a growing top line; employees want to 70 Marketing Insights from A to Z the world’s military field glasses market; Tetra Food making 80 ... Carpenter, Rashi Glazer, and Kent Nakamoto, don’t even hold that the differentiation needs to be meaningful. 30 For some products, such as detergents, all the valuab...

Ngày tải lên: 14/08/2014, 05:20

... can be a liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz- ing—outsourcing activities and shrinking working capital. The Sara ... to ceilings to total interior surface decoration. • Citicorp thought that it had a substantial share of the banking market but realized that it had only a small share of the tot...

Ngày tải lên: 14/08/2014, 05:20

... departmental walls and harmonize the efforts of different departments to work as a team. Here are two approaches: Marketing Department Interfaces 105 anagement 99 Management is the task of making ... with outdated handsets and pay more. Why not offer a trade-in plan for old equipment and a call plan that cost less each year that the customer stays with the company? State Farm Mu-...

Ngày tải lên: 14/08/2014, 05:20

... perfectly. For order 134 Marketing Insights from A to Z Goals and Performance Measures • Percentage of new customers to average number of cus- tomers. • Percentage of lost customers to average number ... companies great is they have reserved for themselves an interrelated set of competencies and capabilities that defy ready imitation. 132 Marketing Insights from A...

Ngày tải lên: 14/08/2014, 05:20

... in an ad. A company planning to build a new brand needs to create a buzz, and the buzz is created through PR tools. The PR campaign will cost much less and hopefully create a more lasting story. ... price brands from Fairmont to Courtyard to Marriott to Ritz-Carlton. And Kraft conquered the frozen pizza market by creating four brands: Jack’s aims at the low-price end; Or...

Ngày tải lên: 14/08/2014, 05:20

... 25 and 35 .” Finally, some companies have moved 162 Marketing Insights from A to Z be set up as a separate business. In the latter case, Nirmalya Kumar calls it a strategic segment. For example, ... what does a company gain from putting its name on a stadium, a Formula One racing car, a golf tournament, or an art show? Does it help the company sell more stuff? Mos...

Ngày tải lên: 14/08/2014, 05:20

... Intel as a time in the life of a business when its fundamentals are about to change.” Banks had to make changes with the advent of automated teller machines (ATMs), and major airlines have to make ... Strategies 70 Guarantees 74 Image and Emotional Marketing 76 Implementation and Control 77 Information and Analytics 80 Innovation 83 Intangible Assets 86 International Marketing...

Ngày tải lên: 15/08/2013, 14:09