Marketing Insights from A to Z 80 concepts every manager needs to know phần 10 doc
Marketing insights from a to z 80 concepts every manager needs to know
... 91
Leadership 94
Loyalty 97
Management 99
Marketing Assets and Resources 101
Marketing Department Interfaces 102
Marketing Ethics 106
Marketing Mix 108
Marketing Plans 112
Marketing Research 115
Marketing ... 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
(ATM...
Philip kotler marketing insights from a to z 80 concepts every manager needs to know 2003
... such as B-47s or power plants or selling to large
national and global accounts. Today’s companies increasingly assign na-
tional and global account managers to manage their largest customers.
Account ... 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 over time....
Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt
... Insights from A to Z
ompetitive Advantage
22
Michael Porter popularized the notion that a company wins by build-
ing a relevant and sustainable competitive advantage.
17
Having a
competitive advantage ... bullet, that delivers the advantage.
A great company will have incorporated a set of advantages that all
reinforce each other around a basic idea. Wal-Mart, IKEA, and S...
Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 ppsx
... 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 ... world.
A company needs to think through what its brand is supposed
to mean. What should Sony mean, Burger King mean, Cadillac
10 Marketing Insights from A to Z
Richa...
Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 3 ppt
... 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 ... and a janitor was called in. Bill took the cleaning
solvent from the janitor and knelt down to clean the carpet
himself to spare the janitor from having to do so...
Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 4 docx
... 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 total
financial market, ... 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. Th...
Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 5 doc
... be
teachers and teach others to be leaders.
Bad managers, in contrast, rely on command and control to get
their ideas carried out.
94 Marketing Insights from A to Z
CEO, and the head of marketing ... groups.
The challenge is how to break down departmental walls and
harmonize the efforts of different departments to work as a team.
Here are two approaches:
Marketing De...
Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 6 docx
... to evaluate a company or
competitor’s marketing effectiveness rather than to under-
stand customers’ needs or wants.
• Data mining. Companies with large customer databases can
use statisticians ... marketing practices that
have lost their edge. The marketing practices of many companies to-
day are obsolete.
122 Marketing Insights from A to Z
members in your custome...
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