testbank marketing management 14 chapter 1

... from Reference Price Research," Marketing Science 14 , no (19 95): G1 61- G169 11 Robert Strauss, "Prices You Just Can't Believe," New York Times, January 17 , 2002, p Gl 12 JohnT Gourville, "Pennies-a-Day: ... Academy of Marketing Science (Winter 19 94): 16 -27 See also, G Dean Kortge and Patrick A Okonkvvo, "Perceived Value Approach to Pricing," Industrial Marketing Management (May 19 93): 13 3 -14 0 41 James ... Product and Brand ManagementTO, no (20 01) : 14 1 -15 7 38 "Easier than ABC," The Economist, October 25, 2003, p 56 39 Michael Sivy, "Japan's Smart Secret Weapon," Fortune, August 12 , 19 91, p 75 40 Tung-Zong...

Ngày tải lên: 06/07/2014, 02:20

... Chapter 14 Managing Teams McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Learning Objectives After reading this chapter, you should be able ... ew ards McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Team Management Skills Conflict Management Skills Functional conflict - conflict that stimulates team and organizational ... McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Skills for Managing Teams Conflict Management Skills Negotiation Skills McGraw-Hill Skills for Handling Difficult Team Members © 2004...

Ngày tải lên: 26/10/2013, 16:15

... Perspective Scientific Management Frederick W Taylor Quantitative Management Ford W Harris Quality Management Walter A Shewhart Bureaucratic Management Max Weber Administrative Management Henri Fayol ... non -management employees Implementing the specific plans developed with tactical managers This is a critical role to the organization Operational managers are the link between management and nonmanagement ... reserved Management Functions Planning Leading McGraw-Hill Organizing Controlling © 2004 The McGraw-Hill Companies, Inc All rights reserved Planning The management function that assesses the management...

Ngày tải lên: 01/07/2014, 04:45

... Organization Glossary A1 G1 Image Credits Name Index C1 11 Company, Brand, and Organization Index Subject Index 11 2 467 534 Chapter 20 Chapter 21 Chapter 22 Appendix 4 31 14 632 695 ( CONTENTS ... Online Research 11 3 MARKETING INSIGHT Global Online Market Research Challenges Step 4: Analyze the Information Step 5: Present the Findings Step 6: Make the Decision 11 4 11 4 11 4 11 5 Overcoming ... Use of Marketing Research Measuring Marketing Productivity Marketing Metrics 11 6 11 6 11 7 MARKETING INSIGHT Seeing the Big Picture and Getting t o the Bottom Line in Marketing 11 7 Measuring Marketing...

Ngày tải lên: 06/07/2014, 02:20

... Recreational 10 % 19 ,14 2 ,500 21, 056,750 23 ,16 2,425 25,478,668 28,026,535 10 .00% Fitness 15 % 6,820,000 7,843,000 9, 019 ,450 10 ,372,368 11 ,928,223 15 .00% Speed 10 % 387,500 426,250 468,875 515 ,763 567,339 10 .00% ... 2004 2005 Recreational $82,033 $10 7,798 $12 3,798 Competitive $13 ,12 5 $17 ,248 $19 ,808 Subtotal Cost of Sales $95 ,15 9 $12 5,046 $14 3 ,605 Direct Cost of Sales 2 .1. 1 Market Demographics The profile ... 2,953,720 3 ,13 0,943 6.00% Extreme 4% 2 ,17 0,000 2,256,800 2,347,072 2,440,955 2,538,593 4.00% 10 .48% 31, 000,000 34, 211 ,600 37,784,350 41, 7 61, 474 46 ,19 1,633 10 .48% Total '- DEVELOPING MARKETING STRATEGIES...

Ngày tải lên: 06/07/2014, 02:20

... CAPTURING MARKETING INSIGHTS 12 Andy Sewer, "P&G's Covert Operation," Fortune, September 17 , 20 01, pp 42-44 13 Amy Merrick, "Counting on the Census," Wall Street Journal, February 14 , 20 01, p Bl ... April 11 , 10 04, pp 76-86 49 Rebecca Gardyn, "Eco-Friend or Foe," American Demographics (October 2003): 12 -13 See also, Rebecca Gardyn, "Being Green," American Demographics (September 2002): 10 -11 ... (August 20 01) : 336-348 30 Robert M Moore, "The Rising Tide," Change, pp 56- 61 May/June 2004 Vol 36, 1SSOP #3 31 Michelle Conlin, "Unmarried America," BusinessWeek, October 20, 2003, pp 10 6 -11 6; James...

Ngày tải lên: 06/07/2014, 02:20

... (BDI) Territory Sales Sales (a -r b) x 10 0 Seattle 3.09 2. 71 11 4 Portland 6.74 10 . 41 65 Boston 3.49 3.85 91 97 81 120 Chicago 1. 13 81 Baltimore 3 .12 3.00 14 0 10 4 Toledo After the company decides ... interview at a mall CHAPTER 11 1 11 2 PART CAPTURING MARKETING INSIGHTS Following one fan survey, marketing executives learned that they could expand licensed offerings to boys ages 11 to 16 to keep them ... Billing and Collecting $9,300 3,000 3,500 $5 ,10 0 400 $1, 200 400 1, 500 $1, 400 2,000 1, 400 $1, 600 600 200 $15 ,800 Natural Accounts $5,500 $3 ,10 0 $4,800 CHAPTER 12 3 $2,400 Total TABLE 4.7 Mapping Natural...

Ngày tải lên: 06/07/2014, 02:20

... R Peacock, "Data Mining in Marketing: Part 1, " Marketing Management (Winter 19 98): 9 -18 , and "Data Mining in Marketing: Part 2," Marketing Management (Spring 19 98): 15 -25; Ginger Conlon, "What ... of Consumer Satisfaction," Journal of Marketing, no (July 19 96): 15 -32 22 Alex Taylor III, "Mercedes Hits a Pothole," Fortune, October 27, 2003, pp 14 0 -14 6 11 Fred Crawford and Ryan Mathews, The ... Marketing (July 20 01) : 1- 16 36 Thomas M Petro, "Profitability: The Fifth 'P' of Marketing, " Bank Marketing (September 19 90): 48-52; "Who Are Your Best Customers?" Bank Marketing (October 19 90): 48-52...

Ngày tải lên: 06/07/2014, 02:20

... Behavior." The Japan Economic Journal, December 23 ,19 80 p 29 Reprinted by permission 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 President Financial department Sales headquarters Production chief ... Hall, 19 91) , ch 12 , pp 419 -458 16 Webster and Wind, Organizational Buying Behavior, p 17 Erin Strout, "Safe and Sound," Sales & Marketing Management (September 2003): 38 18 Nirmalya Kumar, Marketing ... Marketing 63 (Special Issue, 19 99): 13 1 -14 5 46 Sandy Jap, "Pie Expansion Effects: Collaboration Processes in Buyer-Seller Relationships," Journal of Marketing Research 36 (November 19 99): 4 61- 475...

Ngày tải lên: 06/07/2014, 02:20

... 24, 19 94, pp 13 -14 ; Kenneth Labich, "Class in America,"Fortune, February 7, 19 94, pp 11 4- 12 6 43 Leah Rickard, "Gerber Trots Out New Ads Backing Toddler Food Line," Advertising Age, April 11 , 19 94, ... March 12 , 2002, p 3B MARKETING MEMO CHEAT SHEET FOR 21- YEAR-OLDS In 2003, 4 .1 million Americans turned 21 Here are some facts you need to know about them $2,2 41 ,14 1 —Amount the average 21- year-old ... Fortune September 28 ,19 98, pp 11 5 -12 4; Jim Barlow, "Individualizing Mass Production," Houston Chronicle April 13 ,19 97, p E1; Sarah Schafer, "Have It Your Way," Inc., November 18 ,19 97, pp 56-64; Jim...

Ngày tải lên: 06/07/2014, 02:20

... for Creating Strong Brands," Marketing Management 10 (July/ August 20 01) : 15 -19 20 Christine Bittar, "Old Spice Does New Tricks," Brandweek, June 2, 2003, pp 17 -18 21 Paul Keegan, "The Rise and ... 2004 Brand Value (B llions) CHAPTER 2 91 j TABLE 9.2 | The World's 10 Most Valuable Brands Coca-Cola $67.39 Microsoft $ 61. 37 IBM $53.79 G E $44 .11 Intel $33.50 Disney $27 .11 McDonald's $25.00 Nokia ... Journal of Business Research 34 (19 96): 12 5 -13 1; Mary W Sullivan, "How Brand Names Affect the Demand for Twin Automobiles," Journal of Marketing Research 35 (19 98): 15 4 -16 5; Adrian J Slywotzky and...

Ngày tải lên: 06/07/2014, 02:20

... Generalizations about Market Evolution and Stationarity," Marketing Science 1' no 3, pt (19 95): G109 -12 1 > CRAFTING THE BRAND POSITIONING PAPER CHAPTER 10 335 TOWELS Originally, homemakers used cotton ... November 12 , 20 01; Ben Elgin, "Inside Yahoo! The Untold Story of How Arrogance, Infighting, and Management Missteps Derailed One of the Hottest Companies on the Web," BusinessWeek, May 21, 20 01, p 11 4; ... Market Evolution," Journal of Marketings (Special Issue 19 99): 61- 63 « CHAPTER 10 339 61 For a discussion of the evolution of the minivan market between 19 82 and 19 98, see Jose Antonio Rosa, Joseph...

Ngày tải lên: 06/07/2014, 02:20

... Market Sha re 2000 20 01 2002 2000 20 01 2002 2000 Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 39% Competitor B 30 34 37 30 31 35 44 47 53 Competitor C 20 19 19 10 11 11 11 11 TABLE 1 Market Share, ... Volume?" Journal of Marketing6 0 (July 19 96): 1 -14 20 Elizabeth Jensen, "Wine Gets a Makeover: A Complex Zinfandel Becomes a Power'Zin'," Wall Street Journal, October 14 , 19 97, pp Al, A6 21 John D Cripps, ... Flexibility," Strategic Management Journal (19 80): 16 5 -17 6 10 Michael E Porter, Competitive Advantage (New York: The Free Press, 19 85), pp 225, 485 368 PART BUILDING STRONG BRANDS 11 Porter, Competitive...

Ngày tải lên: 06/07/2014, 02:20

... (19 30) Gleem (19 52) Ivory (18 79) Pampers (19 61) Charmin (19 28) Dreft (19 33) PRODUCT LINE LENGTH Toothpaste Crest (19 55) Camay (19 26) Luvs (19 76) Puffs (19 60) Tide (19 46) Zest (19 52) Cheer (19 50) ... quality, services mix and quality, and price (see Figure 12 .1) In this chapter, we examine product; in Chapter 13 , services; and in Chapter 14 , prices All three elements must be meshed into a competitively ... (September-October 19 97): 13 5 -14 3 ; Amna Kirmani, Sanjay Sood, and Sheri Bridges, "The Ownership Effect in Consumer Responses to Brand Line Stretches," Journal of Marketing^ (19 99): 88 -10 1; T Randall,...

Ngày tải lên: 06/07/2014, 02:20

... Marketing 36 (May 19 99): 17 1 -18 6; Kent Grayson and Tim Ambler, "The Dark Side of Long-Term Relationships in Marketing Services," Journal of Marketing Research 36 (February 19 99): 13 2 -14 1 same person ... (Chicago: American Marketing Association, 19 81) , pp 18 6 -19 0 19 W Earl Sasser, "Match Supply and Demand in Service Industries," Harvard Business Review (November-December 19 76): 13 3 -14 0 20 Carol Krol, ... December 14 , 19 98, p 40; 21 Seth Godin, "If It's Broke, Fix It," Fast Company, October 2003, p 13 1 22 Diane Brady, "Why Service Stinks," BusinessWeek, October 23, 2000, pp 11 9 -12 8...

Ngày tải lên: 06/07/2014, 02:20

... February 11 , 20 01, p 10 25 For more on relationship marketing and the governance of marketing channels, see Jan B Heide, "Interorganizational Governance in Marketing Channels," Journal of Marketing ... Prentice Hall, 19 71) , pp 5 31- 532 CHAPTER 15 5 01 51 Gary McWilliams and Ann Zimmerman, "Dell Plans to Peddle PCs Inside Sears, Other Large Chains," Wall Street Journal, January 30, 2003, pp B1.B3 52 ... Moriarty and Ursula Moran, "Marketing Hybrid Marketing Systems," Harvard Business Review (November-December 19 90): 14 6 -15 5 Also see Gordon S Swartz and Rowland T Moriarty, "Marketing Automation Meets...

Ngày tải lên: 06/07/2014, 02:20

... February 14 , 19 94, p 7; Carla Rapoport with Justin Martin, "Retailers Go Global," Fortune, February 20, 19 95, pp 10 2 -10 8 41 Matthew Boyle, "Brand Killers," Fortune, August 11 , 2003, pp 88 -10 0 CHAPTER ... (Spring 19 87): 45-56 14 MarkTatge, "Fun & Games," Forbes, January 12 , 2004, pp 13 8 -14 4 15 Nanette Byrnes, "Wliat's Beyond for Bed Bath & Beyond," BusinessWeek, January 19 , 2004, pp 48-50 16 Uta ... the Right Cheese," Business Week, June 7, 2004, pp 96 -10 1 12 Kimberly L Allers, "Retail's Rebel Yell," Fortune, November 10 , 2003, pp 13 7 -14 2 13 Laurence H Wortzel, "Retailing Strategies for Today's...

Ngày tải lên: 06/07/2014, 02:20

... 41 Emanuel Rosen, The Anatomy of Buzz (New York: Currency, 2000), ch 12 ; "Viral Marketing, " Sales & Marketing Automation (November 19 99): 12 -14 ; George Silverman, The Secrets of Wordof-Mouth Marketing ... Business 2.0, April 2004, pp 11 1 -11 6 Some of these definitions are adapted from Peter D Bennett, ed., Dictionary of Marketing Terms (Chicago: American Marketing Association, 19 95) "Online Is in the ... (June 19 94): 5 -15 For some additional perspectives, see Tom Duncan and Sandra E Moriarity, "A CommunicationBased Marketing Model for Managing Relationships," Journal of Marketing (April 19 98): 1- 13...

Ngày tải lên: 06/07/2014, 02:20

... 22% Marketing Communication Expenditures TV (U.S., 20 01, Billions of Dollars) Radio 19 .4 8% Newspaper 49.4 21% Magazines 12 .3 5% Yellow Pages 13 .3 6% 3.4 1% 44.7 19 % Other 40.0 17 % Total 14 1 .7 ... Crain'sNew York Business, March 15 , 2004, p 30 51 Roger A Strang, "Sales Promotion: Fast Growth, Faulty Management, " Harvard Business Review (July-August 19 76): 11 6 -11 9 52 For a good summary of the ... Harvard Business Review (November-December 19 72): 11 1 -11 2 Also see {Catherine D Paine, "There Is a Method for Measuring PR," Marketing News, November 6, 19 87, p ...

Ngày tải lên: 06/07/2014, 02:20

... $11 ,10 0 $11 ,600 $13 ,200 1. 5 1. 6 1. 4 1. 6 Sales expense 10 Sales expense to total sales (%) 11 Number of calls 1, 675 1, 700 1, 680 1, 660 12 Cost per call $6.09 $6.53 $6.90 $7.95 320 24 328 334 13 ... 13 14 15 20 13 Average number of customers 14 Number of new customers 15 Number of lost customers 16 Average sales per customer 17 Average gross profit per customer 10 11 14 $2 ,10 8 $2 ,13 7 $2, 512 ... 20 01, pp 14 - 19 18 "Infomercial Offers Multiple Uses," Direct Marketing (September 19 98): 11 ; Tim Hawthorne, When and Why to Consider Infomercials," Target Marketing (February 19 98): 52-53 19 ...

Ngày tải lên: 06/07/2014, 02:20