insights from network structure

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... fishermen understand the fish better than their competitors do. 24 Marketing Insights from A to Z Marketing Insights from A to Z 80 Concepts Every Manager Needs To Know Philip Kotler John Wiley ... make changes with the new com- petition coming from low-fare airlines. Jack Welch at GE admonished his people: “DYB: Destroy your 16 Marketing Insights from A to Z struction equipment manufacturer. ... Taco Bell went from an in-store fast-food restaurant to “feed- ing people everywhere,” including kiosks, convenience stores, airports, and high schools. 72 Marketing Insights from A to Z CEO,...

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Ngày tải lên: 15/08/2013, 14:09

... Coke, Diet Coke with Lemon, Vanilla Coke, or 12 Marketing Insights from A to Z Clients wisely ask their agencies to come up with three ads, from mild to wild. But then the client typically settles ... media, including e-mail, faxes, telemarketers, digital magazines, in-store ad- 4 Marketing Insights from A to Z your employees who deliver a positive experience to the customers. Did the brand ... its brand is supposed to mean. What should Sony mean, Burger King mean, Cadillac 10 Marketing Insights from A to Z Richard Branson’s Virgin brand is about fun and creativity. These attributes are...

Ngày tải lên: 24/10/2013, 08:20

... venture in an endless race to find new customers. Companies must move from transaction marketing to relationship marketing. • From pursuing market share to pursuing customer share. The best way ... customers. • From marketing monologue to customer dialogue. You can create stronger relationships with customers by listening to and conversing with them than by only sending out one- way messages. • From ... Your company must decide where it stands with respect to each marketing trend. 182 Marketing Insights from A to Z Playtex, 87 Pleasure revenge, 29 Politics, 108 Pollard, Bill, 58 Popcorn, Faith,...

Ngày tải lên: 24/10/2013, 08:20

... com- petition coming from low-fare airlines. Jack Welch at GE admonished his people: “DYB: Destroy your 16 Marketing Insights from A to Z A major source of ideas can come from futurists such as ... interest in, and purchase of its various products and services. Companies use adver- 18 Marketing Insights from A to Z ompanies 20 It has been observed that there are four types of companies: 1. Those ... they were made. Of course, new needs will emerge even if the old ones are satis- 30 Marketing Insights from A to Z ing the problem more carefully. Peter Drucker says that his greatest strength as...

Ngày tải lên: 24/10/2013, 08:20

... to move from a product-making fo- cus to a customer-owning focus. Companies must wake up to the fact that they have a new boss—the customer. If your people are not 36 Marketing Insights from A ... share and profitability. Marketing thinking is shifting from trying to maximize the company’s profit from each transaction to maximizing the profit from each relationship. Marketing’s future lies in ... into their forehead.” How do you know if you are doing a good job for the cus- 38 Marketing Insights from A to Z mation on individual customers or dealers. The first company in each of these respective...

Ngày tải lên: 24/10/2013, 08:20

... (Ramona E. F. Arnett) If the entrepreneur succeeds, the business grows. Comfort takes 60 Marketing Insights from A to Z mployees 57 Your employees are your business! They can make or break your mar- keting ... crash, “Stock prices have reached what looks like a permanently high plateau.” 66 Marketing Insights from A to Z various departments. These objectives drive the planning process and carry incentives ... recipe for disaster. Investors want to see a growing top line; employees want to 70 Marketing Insights from A to Z uarantees 74 Guarantees are getting more fashionable. Guarantees can be power- ful...

Ngày tải lên: 24/10/2013, 08:20

... costs compared to late-adopting competitors: 92 Marketing Insights from A to Z • A business traveler checks into a hotel that knows from her record that she is a frequent traveler. The hotel ... greater sustainable competitive advantage can come from discontinuous innovation, al- beit at a much greater cost and risk. The risk comes from several facts: The technology is evolving, there ... answered that they wanted a PC, Palm, Walkman, wireless phone, or camcorder. Akio 84 Marketing Insights from A to Z • Dell, by selling customized computers through low-cost telecommunications and...

Ngày tải lên: 24/10/2013, 08:20

... without some form of research, because you can waste a lot of time and money.” 118 Marketing Insights from A to Z It would be good training for marketers to work in purchas- ing for a while to ... who are slow in answering customer questions about their invoices. Marketers 104 Marketing Insights from A to Z Management must never relax its vigilance. Business is a race without a finishing ... company at risk by staying indoors and not wandering out. In viewing the busi- ness from inside out rather than from outside in, they miss changes in customers, competitors, and channels. They miss...

Ngày tải lên: 24/10/2013, 08:20

... and service improve- ments and conveying them to the appropriate departments. 120 Marketing Insights from A to Z What marketing skills do marketers need in order to carry out their role? J. S. ... the ser- vice person arrived on time and fixed the product perfectly. For order 134 Marketing Insights from A to Z Goals and Performance Measures • Percentage of new customers to average number ... to be the world’s best ‘quick service restaurant.’ This means opening and run- 124 Marketing Insights from A to Z No positioning will work forever. As changes occur in con- sumers, competitors,...

Ngày tải lên: 24/10/2013, 08:20

... power from manufacturers to retailers is vividly captured by Bowling Green sales manager Kevin Price’s remark: “A decade ago, the retailer was a chihuahua nipping at the 154 Marketing Insights from ... feedback time. Learning from customer reac- tions as soon as possible. 2. Zero product improvement time. Continuously improving the product and service. 144 Marketing Insights from A to Z ecession ... describes the buying influences and rationales used by key customer decision makers. 158 Marketing Insights from A to Z 3. Zero inventory. Carrying as little inventory as possible. 4. Zero defects. Producing...

Ngày tải lên: 24/10/2013, 08:20

... conversations; from cold calls to efforts at rela- tionship building; and from knowing nothing about the prospect to making targeted, meaningful offers. 180 Marketing Insights from A to Z consultant ... value a company receives from many of its sponsorship dollars. If you find that it didn’t contribute much value, write it off as philanthropy. 56 170 Marketing Insights from A to Z only industries ... “talking brochure.” There is the well-known story of the Stanley Works in which a 164 Marketing Insights from A to Z Because of the variety of sales promotion tools, marketers need experience in knowing...

Ngày tải lên: 24/10/2013, 08:20

... partnership, a network, an extended enterprise. Competition today is increasingly between net- works, not companies. And your ability to spot faster, learn faster, and work faster as a network is ... few fish. The best fishermen understand the fish better than their competitors do. 24 Marketing Insights from A to Z 3. Contract for creativity help. Go to Brighthouse in Atlanta, Faith Popcorn in ... descriptions of some of the leading creativity tech- niques that can be used in-house. 28 Marketing Insights from A to Z Creativity Techniques • Modification analysis. With respect to some product or service,...

Ngày tải lên: 13/12/2013, 14:59