Annual Editions: Marketing 12/13by Richardson, John; Bahnan, Nisreen
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The Annual Editionsseries is designed to provide convenient, inexpensive access to a wide range of current articles from some of the most respected magazines, newspapers, and journals published today. Annual Editionsare updated on a regular basis through a continuous monitoring of over 300 periodical sources. The articles selected are authored by prominent scholars, researchers, and commentators writing for a general audience. The Annual Editionsvolumes have a number of common organizational features designed to make them particularly useful in the classroom: a general introduction; an annotated table of contents; a topic guide; an annotated listing of selected World Wide Web sites; and a brief overview for each section. Each volume also offers an online Instructor's Resource Guidewith testing materials. Using Annual Editions in the Classroomis a general guide that provides a number of interesting and functional ideas for using Annual Editionsreaders in the classroom. Visit www.mhhe.com/annualeditions for more details.
Table of Contents
Annual Editions: Marketing 12/13, Thirty-Fifth Edition
Unit 1: Marketing in the 2000s and Beyond
Part A. Changing Perspectives
1. Hot Stuff: Make These Top Trends Part of Your Marketing Mix, Gwen Moran, Entrepreneur, August 2006
Gwen Moran uncovers some hot trends in marketing and suggests ways that these trends should be part of one's marketing mix.
2. Evolve, Chris Penttila, Entrepreneur, May 2009
Chris Penttila provides seven ways game changers can pull levers that affect a market or create an entirely new one.
3. The Unmarketables, Piet Levy, John N. Frank, and Allison Enright, Marketing News, July 30, 2009
For brands and businesses that have fallen out of favor with customers, marketers have to craft messages and promotions that can revitalize lackluster images.
4. Six Strategies for Successful Niche Marketing, Eric K. Clemons, Paul F. Nunes, and Matt Reilly, The Wall Street Journal, May 23, 2010
The article supplies thoughtful ideas of how to become successful in niche marketing.
5. The Secrets of Marketing in a Web 2.0 World, Salvatore Parise, Patricia J. Guinan, and Bruce D. Weinberg, The Wall Street Journal, December 15, 2008
Consumers are flocking to blogs, social-networking sites, and virtual worlds. Unfortunately, according to the authors, they are leaving a lot of marketers behind.
6. The Branding Sweet Spot, Kevin Lane Keller and Frederick E. Webster, Jr., Marketing Management, July/August 2009
One of the realities of modern brand marketing is that many of the decisions that marketers make with respect to their brands are seemingly characterized by conflicting needs.
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 the marketing -concept: to think of itself not as producing goods or services, but as buying customers.
8. Putting Customers First: Nine Surefire Ways to Increase Brand Loyalty, Kyle LaMalfa, Sales & Marketing Management, January/February 2008
Kyle LaMalfa explores nine surefire ways to increase customers' brand loyalty.
9. Making the Most of Customer Complaints, Stefan Michel, David Bowen, and Robert Johnston, The Wall Street Journal, September 22, 2008
Customers are constantly judging companies for service failures large and small, from a glitch-ridden business-software company to a hamburger served cold.
10. When Service Means Survival, Jena McGregor, Bloomberg BusinessWeek, March 2, 2009
Keeping customers happy is more critical than ever. Service champs economize on everything but TLC.
11. Become the Main Attraction, Piet Levy, Marketing News, July 30, 2010
Piet Levy gives some good suggestions for successful event marketing.
Part C. Services and Social Marketing
12. Beyond Products, Stephen W. Brown, Anders Gustafsson, and Lars Witell, The Wall Street Journal, June 22, 2009
More manufacturers are branching out into the service business. The authors describe ways to make the move successfully.
13. Imaginative Service, Chip R. Bell and John R. Patterson, Leadership Excellence, May 2009
The authors discuss ways to deliver unique value and faster service to meet and exceed customer expectations.
14. Marketers, Come on Down!, Allison Enright and Elisabeth A. Sullivan, Marketing News, June 2010
The article covers six marketers and marketing researchers who have won a trifecta—they're smart, timely, and lucky. They have positioned their companies' services to respond to consumers' changing behaviors and marketers' needs.
Part D. Marketing Ethics and Social Responsibility
15. Honest Innovation, Calvin L. Hodock, Marketing Management, March/April 2009
Ethics issues in new product development could be stalling innovation growth.
16. 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.
Unit 2: Research, Markets, and Consumer Behavior
Part A. Market Research
17. What Post-Recession Behavior Means for Marketers Today: New Research Predicts How We Will Spend, Michael Francesco Alioto, Marketing News, September 30, 2009
Michael Alioto delivers research on the so-called "new consumer" and what marketers need to do to capture her interest.
18. Bertolli's Big Bite: How a Good Meal Fed a Brand's Fortunes, Jeff Borden, Marketing News, October 1, 2007
Unilever's Bertolli brand underwent significant marketing research that resulted in an increased market share.
Part B. Markets and Demographics
19. Youth Marketing, Galvanized: Media & Marketers Diversify to Reach a Mercurial Market, Daniel B. Honigman, Marketing News, April 1, 2008
Passivity doesn't resonate with Gen Y and neither do a lot of traditional marketing tactics. The author describes how media vendors are diversifying their offerings to remain relevant and explains what it takes to stay on the "bleeding edge."
20. Marketing to Kids Gets More Savvy with New Technologies, Bruce Horovitz, USA Today, August 2011
This article tackles the sensitive issue of the increased practice of targeted advertising to tech-savvy children.
21. It's Cooler than Ever to Be a Tween, Sharon Jayson, USA Today, February 4, 2009
The tweens are a hot market—they're complicated, and there are two in the White House.
Part C. Consumer Behavior
22. Sowing the Seeds, Mark Pocharski and Sheryl Jacobson, Marketing Management, September/October 2007
The authors delineate how what was once a fairly straightforward buying process that consumers followed—comprising one or two channels and an orderly progression of steps from awareness to purchase—has now morphed into a complex and constantly changing ecosystem made up of multiple channels, more competition, and less-attentive and increasingly empowered customers.
23. The Tyranny of Choice: You Choose, The Economist, December 18, 2010
If you can have everything in 57 varieties, making decisions becomes hard work.
24. A Shift in Meaning for `Luxury', Bruce Horovitz, USA Today, July 11, 2010
According to Bruce Horovitz, Americans are dipping their toes back into the luxury pool—but with a mind-set smashed down and radically reshaped by the recession, the lure of new technologies, and emerging lifestyle twists that are often as much personal as cultural.
25. Logoland: Why Consumers Balk at Companies' Efforts to Rebrand Themselves, Joseph Schumpeter The Economist, January 15, 2011
This article examines why consumers get upset over logo modifications or changes.
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. Surveyor of the Fittest, Hongjun (HJ) Li, Marketing Management, September/October 2007
Many new-product introductions fail every year. The author provides a systematic, effective, and easy-to-follow methodology pinpointing the importance of doing the right market investigations the right way.
28. Brand Integrity, Tom Peters and Valarie Willis, Leadership Excellence, May 2009
The authors advocate that excellence is achieved when the brand, the talent, and the customer experience are all in alignment.
29. Brand Apathy Calls for New Methods: Turn Customer Preference from "No Brand" to "Some Brand", Don E. Schultz, Marketing Management, Winter 2010
Building market share requires a new set of tools and brand strategies designed to shift ongoing consumer preference and purchase from competitive brands to yours.
30. Should You Launch a Fighter Brand?, Mark Ritson, Harvard Business Review, October 2009
Recent economic strains are causing consumers to become more value-conscious and trade premium brands for low-price rivals. Managers face a classic strategic conundrum: Should they tackle the threat head-on by reducing prices, or should they hold the line, hope for better times to return.
31. Everybody Loves Zappos, Max Chafkin, Inc. Magazine, May 2009
The article delineates how Tony Hsieh uses relentless innovation, stellar service, and a staff of believers to make Zappos.com an e-commerce juggernaut—and one of the most blissed-out businesses in America.
Part B. Pricing
32. Rocket Plan, Mark Burton and Steve Haggett, Marketing Management, September/October 2007
The authors describe how companies can fuel success with a rigorous pricing approach—one that measures customer value, the innovation's nature, and the product category life cycle stage.
33. Competing against Free, David J. Bryce, Jeffrey H. Dyer, and Nile W. Hatch, Harvard Business Review, June 2011
Free offerings are rapidly spreading beyond online markets to the physical, brick and mortar world. The authors give pointers on how incumbents can fight back.
Part C. Distribution
34. The Devolution of Marketing: Is America's Marketing Model Fighting Hard Enough to Keep Up?, Andrew R. Thomas and Timothy J. Wilkinson, Marketing Management, Spring 2011
This article argues that the current American marketing model is dysfunctional, and small and medium-sized businesses operate under a misconceived ideology of producing and selling.
35. In Lean Times, Retailers Shop for Survival Strategies, Jayne O'Donnell, USA Today, February 28, 2008
During the difficult economic times, according to the author, retailers are in search of tenable survival strategies.
36. Retail Therapy, Aric Chen, Fast Company, October 2009
A Chinese superstar athlete and an American design firm join forces, looking to build China's first truly global brand.
37. Williams-Sonoma's Secret Sauce, Jessica Shambora, Fortune, July 26, 2010
Williams-Sonoma has pushed the boundaries of retailing, offering cooking classes, table-setting demonstrations, and tastings.
Part D. Promotion
38. Fellow Graduates, before We Greet the Future, a Word from My Sponsor, Ethan Smith and Sabrina Shankman, Wall Street Journal, July 28, 2009
Marketers at Twentieth Century Fox, the Hollywood studio, pay a high-school valedictorian to make a pitch for their latest movie in her graduation speech.
39. What's Your Social Media Strategy?, H. James Wilson et al., Harvard Business Review, July/August 2011
This study describes four ways companies are using technology to form connections.
40. 20 Highlights in 20 Years: Making Super Bowl Ad History Is No Easy Feat, Bruce Horovitz, USA Today, February 1, 2008
USA Today takes a look back at 20 years of Super Bowl advertising highlights.
Unit 4: Global Marketing
41. Emerging Lessons, Madhubalan Viswanathan, José Antonio Rosa, and Julie A. Ruth, The Wall Street Journal, October 20, 2008
For multinational companies, understanding the needs of poorer consumers can be both profitable and socially responsible.
42. Three Dimensional, Masaaki Kotabe and Crystal Jiang, Marketing Management, March/April 2006
The authors reveal how the markets of Japan, Korea, and China are far from homogeneous.
43. Cracking the Next Growth Market: Africa, Mutsa Chironga et al, Harvard Business Review, May 2011
The continent of Africa presents some of the world's biggest opportunities. The authors provide guidance on how companies can seize these opportunities.
44. What the West Doesn't Get about China, George Stalk and David Michael, Harvard Business Review, June 2011
China's export-focused economy is giving way to a consumer-driven market more quickly than most think. The authors give insight to companies on how to adapt to this change.