Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt

... physical assets? Own- ing physical property 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 ... is partners value? Loyal suppliers and distributors can make a company, and disloyal ones can break a company. Where is knowledge and intellectual capital value? Patents, copy...

Ngày tải lên: 25/12/2013, 05:18

... 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 ... reputation, raise brand awareness, increase customer loyalty, build sales, and increase favorable press coverage. 55 Companies are increasingly borrowing the auras of celebrities to add...

Ngày tải lên: 15/08/2013, 14:09

... con- cepts and marketing principles presented by an authoritative voice, in a convenient way. • Managers who may have taken a course on marketing some years ago and have realized things have changed. ... customer loyalty by of- fering a loyalty award program. A loyalty program may be a good feature as part of a customer relationship management program, but many loyalty schemes...

Ngày tải lên: 13/12/2013, 14:59

... of- fering a loyalty award program. A loyalty program may be a good feature as part of a customer relationship management program, but many loyalty schemes do not create loyalty. They appeal to the ... physical property 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 a...

Ngày tải lên: 20/01/2014, 01:20

... 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 Lee Corporation, ... country managers. The regional headquarters location will in- fluence its orientation. Although a company may grant high autonomy to its country managers, it can still achieve a...

Ngày tải lên: 21/09/2012, 17:33

... brands are well man- aged. Here is his plaint: “Brands do not have to die. They can be murdered. And the marketing Draculas are draining the very lifeblood away from brands. Brands are being bargained, ... States, Madonna, and you—yes, you! A brand is any label that carries meaning and associations. A great brand does more: It lends coloration and resonance to a product or servi...

Ngày tải lên: 24/10/2013, 08:20

... move from transaction marketing to relationship marketing. • From pursuing market share to pursuing customer share. The best way to grow your market share is to grow your customer share, namely to find ... 181 myopia, 140 plans, see Marketing plans research, see Market research roles and skills, 119–121 shootouts, 174 strategy simulators, 114 Marketing auditor, marketing...

Ngày tải lên: 24/10/2013, 08:20

... 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 South- west Airlines have unique ... a competitive advantage is like having a gun in a knife fight. This is true, but today most advantages don’t stay relevant and few are sustainable. Advantages are temporary. Increa...

Ngày tải lên: 24/10/2013, 08:20

... dependability, 46 Marketing Insights from A to Z since most Jaguars had to be repaired frequently. An acquaintance of mine always owned two Jaguars, because one was usually in the repair shop. Style, or appearance, ... to migrate upward. Customers 39 A German bank operated many branches throughout Ger- many. Each branch was deliberately kept small. Each branch manager had on...

Ngày tải lên: 24/10/2013, 08:20