Marketing management topic 8 introducing new market offering

... community.24 ' CHAPTER 247 FIG 8. 2 Examples of Marketing Customization Sources: "Creating Greater Customer Value May Require a Lot of Changes," Organizational Dynamics (Summer 19 98) : 26; Erick ... in their experiences Figure 8. 3 depicts six well-established cohort groups "Marketing Insight: Marketing to Generation Y" provides insight into that key age cohort "Marketing Memo: Che...

Ngày tải lên: 06/07/2014, 02:20

... beautiful weather— rather than the unique features of their own resort In short, they were selling the category of skiing, not their own particular brand of skiing Developing Initial Brand Hypotheses ... one of these stages, they experience your brand The goal is to map the key benefits from your brand architecture the aspects that you know motivate purchase intent—to each o...

Ngày tải lên: 14/08/2014, 11:21

... Enterprise Marketing Management Enterprise Marketing Management The New Science of Marketing Dave Sutton and Tom Klein John Wiley & Sons, Inc Copyright © 2003 by ... interacts on the brand’s behalf with any customer From the smallest local business to sprawling global enterprises, it’s the end of the art of marketing and the beginning of the...

Ngày tải lên: 07/02/2013, 09:52

Ngày tải lên: 22/12/2013, 03:15

... Concept/ Project Evaluation Figure III.1 CHAPTER THE CONCEPT EVALUATION SYSTEM McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc All right reserved The Evaluation System ... probability dimensions Planning the Evaluation System: Four Concepts  Rolling Evaluation (tentative nature of new products process)  Potholes  People  Surrogates Rolling...

Ngày tải lên: 29/07/2014, 01:20

... interacts on the brand’s behalf with any customer From the smallest local business to sprawling global enterprises, it’s the end of the art of marketing and the beginning of the new science of marketing ... investments in ENTERPRISE MARKETING MANAGEMENT what are often creative exercises It’s this discipline that is at the heart of enterprise marketing...

Ngày tải lên: 14/08/2014, 11:21

... focus of the sales force—all in support of the needs and wants of the target customers The good news is that knowing what these systems can for you will help you adapt to the new science of marketing ... architecture and plugging marketing in to the rest of the enterprise represent the right first steps The next piece missing from the puzzle is to take...

Ngày tải lên: 14/08/2014, 11:21

... Knowing the specific results of marketing efforts allows marketers to correct their course along the way The old practice of rolling the dice at the start of the year and measuring the results at the ... remain exclusively within the marketing department They have to be shared with the rest of the company Marketing has to rely on the rest of the compa...

Ngày tải lên: 14/08/2014, 11:21

... technology tend to be the Hatfields and McCoys of the enterprise, seeing eye to eye 63 64 ENTERPRISE MARKETING MANAGEMENT only long enough to stare one another down Marketing professionals are reluctant ... organized Despite the best efforts of FIGURE 4. 1 Defining the Brand Experience 66 ENTERPRISE MARKETING MANAGEMENT companies to reengineer the way they inter...

Ngày tải lên: 14/08/2014, 11:21

... These are, of course, hypothetical examples, but they give you an idea of the types of hypotheses that you must develop These hypotheses then must be validated to determine not only whether they ... Also, they’re the ones that have to create the big displays at the end of the grocery aisle, with packages of Oreos stacked to the ceiling Let’s not forget the customer (di...

Ngày tải lên: 14/08/2014, 11:21

... have the addresses of the buyers of their products, most of them still haven’t taken the critical step of creating a profile, centered on an e-mail address, of all of the potential players in the ... engender the development of a superb new marketing tool for managing a brand experience and tying together disparate elements of marketing The new media utte...

Ngày tải lên: 14/08/2014, 11:21

... digital forms of all of the other media It’s relegated to little more than the library of the other media That’s like buying a brand -new Porsche and using only the CD player There’s a lot of potential ... in the enterprise must understand their role as a marketer, and marketing must understand 156 ENTERPRISE MARKETING MANAGEMENT every facet of the enterprise...

Ngày tải lên: 14/08/2014, 11:21

... increase the number of leads) ~ What type of return we get if we increase the average deal size 190 ENTERPRISE MARKETING MANAGEMENT Step 3: Forecast Monthly Lead Requirements The final step of the ... both elements of the marketing mix and every customer touch point around the actual sale One of the drivers of the choices of investment should be the inf...

Ngày tải lên: 14/08/2014, 11:21

... plan, coordinate, and measure the business impact of their branding and marketing efforts Enterprise marketing management (EMM) and the new science of marketing, as a set of business appli- C O N ... closely No marketing mix detail is too picayune for marketing s attention— whether it’s the process color of the sales brochures or the placement of the tag...

Ngày tải lên: 14/08/2014, 11:21

... points I Fun gives us access to the subconscious Innovation calls for more than risk and learning; it also calls for several kinds of thinking 174 DoCoMo: Japan s Wireless Tsunami processes that, ... singing safety announcements Even the jaded, high-mileage flyer appreciates 184 DoCoMo: Japan s Wireless Tsunami hearing someone official send up those FAA-mandated warnings: And...

Ngày tải lên: 14/08/2014, 22:21