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This twenty-seventh edition of Annual Editions: Marketing is a compilation of articles selected from the best of the public press including magazines, newspapers, and journals. This title is supported by Dushkin Online (www.dushkin.com/online/), a student website that provides study support tools and links to related websites.
Table of Contents
UNIT 1. Marketing in the 2000’s 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 high-tech marketing managers taking a shot at launching the latest technology.
4. Brand Killers, Matthew Boyle, Fortune, August 11, 2003
The article reveals that one in five items sold in U.S. stores is store branded, and more and more retailers are getting in on the action.
5. Pitching It to Kids, Daren Fonda, Time, June 28, 2004
On sites like Neopets.com, brands are embedded in the game. Daren Fonda explores if children’s marketing is going too far.
6. E-Biz Strikes Again!, Timothy J. Mullaney, Business Week, May 10, 2004
The internet has rewritten the rules for books, music, and travel. Timothy Mullaney offers six industries which he feels are next to be transformed by the Net.
Part B. The Marketing Concept
7. 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.
8. 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.
9. 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.
10. Talking Shop, Elizabeth Goodgold, Entrepreneur, September 2003
Elizabeth Goodgold investigates what makes shoppers tick and describes the strategies of five retail superstores for pleasing customers and keeping them coming back for more.
11. What Drives Customer Equity, Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithaml, Marketing Management, Spring 2001
This article discloses why customer equity is certain to be the most important determinant of the long-term value of a firm.
Part C. Services & Social Marketing
12. Creating Growth with Services, Mohanbir Sawhney, Sridhar Balasubramanian, and Vish V. Krishnan, MIT Sloan Management Review, Winter 2004
The authors provide a systematic framework for thinking through the opportunities and risks inherent in a strategy that seeks services-led growth.
13. Life Support: Hospitals Must Create Brand that Differentiates, Lisa Tollner, Marketing News, May 1, 2004
A hospital’s brand is more than a name. Lisa Tollner describes how it represents a set of positive associations including corporate personality, image and differential benefits to patients, medical professionals, staff, and the community in general.
14. Surviving in the Age of Rage, Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management, March/April 2004
The authors scrutinize why learning to manage angry customers is a crucial part of today’s service landscape.
Part D. Marketing Ethics & Social Responsibility
15. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000
The authors scrutinize 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.
16. Ethics Can Be Gauged by Three Key Rules, Dillard B. Tinsley, Marketing News, September 1, 2003
Dillard Tinsley explains how the Golden Rule, the Silver Rule, and the Open Forum Rule can serve as guides for analyzing multicultural ethics.
UNIT 2. Research, Markets, and Consumer Behavior
Part A. Market Research
17. 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.
18. 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.
Part B. Markets and Demographics
19. Marketing Surprise: Older Consumers Buy Stuff, Too, Kelly Greene, The Wall Street Journal, April 6, 2004
Kelly Greene explains how companies such as Sony and Ford are marketing their products to older consumers while making it clear to younger people their brands are still “cool.”
20. What Women Want, Joanne Cleaver, Entrepreneur, February 2004
The growing economic power of women consumers, according to Joanne Cleaver, is transforming today’s marketplace.
21. 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 out numbered at the mall, their buying power should not be underestimated.
22. Top Niche: Growth in Asian-Am. Spending Fuels Targeted Marketing, Deborah L. Vence, Marketing News, June 1, 2004
Due to Asian-Americans’ growth in population and spending power, according to Deborah Vence, companies are devoting more resources to marketing efforts that specifically target this segment.
Part C. Consumer Behavior
23. What Makes Customers Tick?, Lewis P. Carbone, Marketing Management, July/August 2003
Lewis Carbone believes that most businesses do not understand why customers behave as they do.
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.
25. 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.
UNIT 3. Developing and Implementing Marketing Strategies
26. 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
27. The Power of Design, Bruce Nussbaum, Business Week, May 17, 2004
A tiny firm called IDEO redefined design by creating experiences, not just products. Now, according to Brucke Nussbaum, IDEO is changing the way companies innovate.
28. In Praise of the Purple Cow, Seth Godin, Fast Company, February 2003
To be successful in marketing you need to stand out and that means becoming a purple cow—that is, becoming remarkable in a field of brown cows. Innovation in marketing is an important key to succeeding in business.
29. 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.
Part B. Pricing
30. Kamikaze Pricing, Reed K. Holden and Thomas T. Nagle, Marketing Management, Summer 1998
The authors of this article advocate that managers can prevent the fruitless slide into kamikaze pricing by implementing a value-driven pricing strategy for the most profitable customer segments.
31. Mind Your Pricing Cues, Eric Anderson and Duncan Simester, Harvard Business Review, September 2003
For most of the items consumers buy, according to the authors, they don’t have an accurate sense of what the price should be. The article covers some of the most common pricing cues retailers use, and reveals some surprising facts about how—and how well—those cues work.
32. 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 turbo-charged with software, mathematics, and rapid experimentation.
Part C. Distribution
33. 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.
Part D. Promotion
34. Got Advertising That Works?, Jeff Manning and Kevin Lane Keller, Marketing Management, January/February 2004
The authors disclose how the “Got Milk?” advertising campaign shook consumers out of their milk malaise.
35. Global Ads Aim for One Brand, Image, Theresa Howard, USA Today, June 24, 2004
Theresa Howard shows the significance of a unified global advertisement being adapted to the local market.
36. Web Plays Vital Role in Marketing Push, Deborah L. Vence, Marketing News, April 15, 2004
Brochures, e-mail promotions, and advertising are far from obsolete, but such marketing tactics, according to Deborah Vence, play second fiddle to the Web.
UNIT 4. Global Marketing
37. 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 and grasp the significance of both local and global issues.
38. 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.
39. The New Land of Opportunity, Om Malik, Business 2.0, July 2004
“Zippies” (i.e. young Indians who walk with a zip in their stride, oozing with attitude, ambition, and money) represent India’s burgeoning middle class, which out numbers the entire U.S. population. Instead of being a threat, according to the author, the zippies signify an unprecedented economic opportunity for American business.
40. Made in India vs. Made in China, Keith Bradsher, The New York Times, June 12, 2004
According to Keith Bradsher, multi-nationals are seeing a big upside to the sub-continent.
41. Cracking China’s Market, Leslie Chang and Peter Wonacott, The 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.