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The articles selected for this twenty-sixth edition of Annual Editions: Marketing, address marketing theory and application in a wide range of industries. In addition, they reveal how several firms interpret and utilize marketing principles in their daily operations and corporate planning.This title is supported by our student web site, Dushkin Online, www.dushkin.com/online
Table of Contents
UNIT 1. Marketing in the 2000s and Beyond
Part A. Changing Perspectives
1. The Next 25 Years, Alison Stein Wellner, American Demographics, April 2003
Alison Wellner makes population and demographic projections for the next quarter century, forecasting a larger, older, and more diverse nation with many opportunities and challenges for business.
2. High Performance Marketing, Jagdish N. Sheth and Rajendra S. Sisodia, Marketing Management, September/October 2001
The authors discuss why marketers need to start thinking in new and creative ways about everything in their domain—markets, customers, budgets, organizational structures, information, and incentives.
3. Marketing High Technology: Preparation, Targeting, Positioning, Execution, Chris Easingwood and Anthony Koustelos, Business Horizons, May/June 2000
The authors delineate a range of strategies that are available to savvy marketing managers taking a shot at launching the latest technology.
4. The Customer Profitability Conundrum: When to Love ’em or Leave ’em, strategy+business, October 4, 2002
This article describes why it is sometimes necessary to identify and get rid of your worst customers—preferably by encouraging such customers, gently but firmly, to migrate to your competitors.
5. Entrepreneurs’ Biggest Problems—and How They Solve Them, Paulette Thomas, Wall Street Journal, March 17, 2003
Paulette Thomas projects that a clear strategy, flexibility, realism, and passion will be the salient ingredients of successful entrepreneurship both today and in the years ahead.
Part B. The Marketing Concept
6. Marketing Myopia (With Retrospective Commentary), Theodore Levitt, Harvard Business Review, September/October 1975
According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industry—as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply this marketing concept: to think of itself not as producing goods or services but as buying customers.
7. Why Customer Satisfaction Starts With HR, Patrick J. Kiger, Workforce, May 2002
This article reveals convincing evidence that HR drives customer satisfaction—and corporate revenues—by careful attention to who is hired, how they are trained, how they are coached, and how they are treated on the job.
8. Start With the Customer, Stephen W. Brown, Marketing Management, January/February 2003
Stephen Brown argues that top-performing service companies always put the customer first.
9. What Drives Customer Equity, Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithaml, Marketing Management, Spring 2001
The article discloses why customer equity is certain to be the most important determinant of the long-term value of the firm.
Part C. Services and Social Marketing
10. Services Communications: From Mindless Tangibilization to Meaningful Messages, Banwari Mittal, The Journal of Services Marketing, Volume 16, Number 5, 2002
Banwari Mittal suggests that service businesses face a unique challenge: how to effectively communicate the intangible necessary benefits of their service offering.
11. Why Service Stinks, Diane Brady, Business Week, October 23, 2000
Diane Brady reveals how companies’ customer services often focus on the elite or high-roller consumers—and put the rest on hold.
Part D. Marketing Ethics and Social Responsibility
12. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000
The authors underscore the significance of companies that are cognizant of the precarious nature and powerful advantages of gaining and maintaining trust with their customers in the marketplace.
13. A Matter of Trust, Jennifer Gilbert, Sales & Marketing Management, March 2003
According to a recent survey, 83 percent of 220 respondents said they train their sales reps to sell their companies’ ethics and integrity along with their products and services.
UNIT 2. Research, Markets, and Consumer Behavior
Part A. Market Research
14. A Different Approach for Developing New Products or Services, Robert Brass, M World, Winter 2003
Robert Brass discusses why the key to success in new product development is well-focused brainstorming sessions.
15. Product by Design, David J. Lipke, American Demographics, February 2001
David Lipke describes how an increasingly popular research technique helps marketers and consumers get what they really want.
16. Surviving Innovation, Kevin J. Clancy and Peter C. Krieg, Marketing Management, March/April 2003
The authors show how common testing mistakes can derail a promising new product launch.
Part B. Markets and Demographics
17. A Beginner’s Guide to Demographics, Berna Miller, Marketing Tools, October 1995
Who are your customers? Where do they live? How many are there? Berna Miller discusses these and similar questions to sharpen your marketing strategy.
18. Defining Luxury: Oh, the Good Life, Rebecca Gardyn, American Demographics, November 2002
According to Rebecca Gardyn, now more than ever, understanding how different demographic groups define “luxury” is paramount to selling them a piece of the good life.
19. Emailing Aging Boomers vs. “Seniors”, ConsumerMarketingBiz, Marketing Sherpa, May 12, 2003
The article reveals some interesting differences between two demographic groups: aging boomers and “seniors.” It also gives some tips on e-mailing boomers.
20. Race, Ethnicity and the Way We Shop, Rebecca Gardyn and John Fetto, American Demographics, February 2003
The authors assert that although minority consumers may be outnumbered at the mall their buying power should not be underestimated.
21. Asian-American Consumers as a Unique Market Segment: Fact or Fallacy?, Carol Kaufman-Scarborough, Journal of Consumer Marketing, Volume 17, Numbers 2 and 3, 2000
The Asian American consumer group is thought to be the fastest-growing market in the United States. The author presents a comparative marketing examination of the similarities and differences among five of the largest Asian American groups and develops implications for marketing strategies.
Part C. Consumer Behavior
22. Defining Moments: Segmenting by Cohorts, Charles D. Schewe, Geoffrey E. Meredith, and Stephanie M. Noble, Marketing Management, Fall 2000
The authors of this article delineate how coming-of-age experiences influence values, attitudes, preferences, and buying behaviors for a lifetime.
23. What Are Your Customers Saying?, Eric L. Lesser and Michael A. Fontaine, Marketing Management, November/December 2002
The authors reveal how online communities shed light on consumer behavior.
24. Tough Love, Justin Berzon, Sales & Marketing Management, December 2002
Justin Berzon suggests ways—in tough economic times—to handle difficult customers while keeping your sanity.
UNIT 3. Developing and Implementing Marketing Strategies
25. The Very Model of a Modern Marketing Plan, Shelly Reese, Marketing Tools, January/February 1996
Shelly Reese tells how companies are rewriting their strategies to reflect customer input and internal coordination.
Part A. Product
26. In Praise of the Purple Cow, Seth Godin, Fast Company, February 2003
Seth Godin provides some remarkably honest ideas (and remarkably useful case studies) about making and marketing remarkable products.
27. Have It Your Way, Lisa Takeuchi Cullen, Time, December 23, 2002
Lisa Cullen describes how from lipsticks to cars, a growing array of products can be custom-made to your own taste—and waist.
28. The Hole Story: How Krispy Kreme Became the Hottest Brand in America, Andy Serwer, Fortune, July 7, 2003
Andy Serwer discloses Krispy Kreme’s decades-long rise to “hottest brand in the land,” based on shrewdness, original thinking, and brinksmanship.
Part B. Pricing
29. Kamikaze Pricing, Reed K. Holden and Thomas T. Nagle, Marketing Management, Summer 1998
The authors of this article suggest that managers can prevent the hopeless slide into kamikaze pricing by implementing a value-driven pricing strategy for their most profitable customer segments.
30. Which Price is Right?, Charles Fishman, Fast Company, March 2003
Charles Fishman describes how business is at the start of a new era of pricing. This era is being shaped by a new set of insights into business strategy and human behavior, and these insights are turbocharged with software, mathematics, and rapid experimentation.
31. Most Valuable Players, Joshua Kurlantzick, Entrepreneur, June 2003
Joshua Kurlantzick points out that offering customers value-added services is often a better alternative to slashing prices to keep up with the big chains.
Part C. Distribution
32. The Old Pillars of New Retailing, Leonard L. Berry, Harvard Business Review, April 2001
In the course of his extensive research on dozens of retailers, Leonard Berry found that the best companies create value for their customers in five interlocking ways.
33. When Worlds Collide, Tim Hanrahan, Wall Street Journal, April 28, 2003
Tim Hanrahan explains that e-tailers are challenged to find ways to integrate their online and offline stores.
34. 10 Top Stores Put to the Test, Revolution, July 2000
What makes a successful online retailer? Revolution shops some of the online giants to figure out why they are attracting customers and parting them from their money.
Part D. Promotion
35. Tips for Distinguishing Your Ads From Bad Ads, Bob Lamons, Marketing News, November 19, 2001
Bob Lamons provides some suggestions for creating a good ad.
36. Living Up and Down the Dial, Leslie Brokaw, Inc., March 2003
More companies are pumping up the volume of their radio advertising. Leslie Brokaw gives 10 tips for making the most of your airtime.
37. Counting Eyes on Billboards, Sandra Yin, American Demographics, December 2002/January 2003
Major media companies are vying to create detailed audience measurements for outdoor advertising. Sandra Yin describes how the industry is finally poised to enter the ratings game.
UNIT 4. Global Marketing
38. Segmenting Global Markets: Look Before You Leap, V. Kumar and Anish Nagpal, Marketing Research, Spring 2001
The authors of this article advocate that before implementing a global market segmentation strategy, it is imperative to have an understanding of the significance of both local and global issues.
39. International Marketing Research: A Management Briefing, Tim R. V. Davis and Robert B. Young, Business Horizons, March/April 2002
International marketing research, according to the authors, is much more critical than many managers think.
40. Small Packets, Big Business, Rasul Bailay, Far Eastern Economic Review, January 23, 2003
To sell to rural India, global giants are thinking small—offering Indians an array of new products in sample sizes.
41. Time for Marketers to Grow Up?, Chris Prystay and Sarah Ellison, Wall Street Journal, February 27, 2003
If demography is destiny, according to the authors, then consumer products companies are facing an aging future. As the world’s birthrates slow and its population ages, multinational companies are forced to reconsider strategies for selling diapers, arthritis medicine, and everything in between.
42. Cracking China’s Market, Leslie Chang and Peter Wonacott, Wall Street Journal, January 9, 2003
The authors describe the dawning reality that China is turning into a profitable global market for foreigners in a relatively short time.
43. The Lure of Global Branding, David A. Aaker and Erich Joachimsthaler, Harvard Business Review, November/December 1999
Brand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority, according to the authors. Four principles are listed that successful companies have followed to achieve this goal.