Applications in Basic Marketing: Clippings from the Popular Business Press 2000 - 2001

by Perreault, William D.

• ISBN13: 9780075610311
• ISBN10: 0075610310
• Edition: 11th
• Format: Paperback
• Copyright: 2000-06-01
• Publisher: MCGRAW HILL BOOK COMPANY

Table of Contents

Marketing's Role in the Global Economy and in the Firm
Keep on Truckin': Muslim Town in Serbia Finds Riches and Risks on the Road to Kosovo	2	(2)
Reading the Tea Leaves, China sees a Future in Coffee	4	(2)
Dell Cracks China	6	(3)
How Legend Lives Up to Its Name	9	(2)
Lost in the Shuffle: As the Telecoms Merge and Cut Costs, Service Is Often a Casualty	11	(2)
Not Acting at All Like a Utility	13	(2)
Sales Smarts Rule Internet	15	(3)
Uncle Sam Wants You...to Have Fun	18	(1)
Marketers Put a Price on Your Life	19	(3)
Finding Target Market Opportunities
Now, Coke Is No Longer It	22	(1)
Men Are on the Minds of Hair-Dye Makers	23	(1)
Toyota: Chasing Boomers' Babies	24	(2)
Aiming to Please Women	26	(3)
Mom, the Airlines Don't Like Me	29	(2)
Different Strokes: Amazon, Etoys Make Big Opposing Bets; Which One Is Right?	31	(3)
Pillsbury Presses Flour Power in India	34	(1)
An Eagle Eye on Customers	35	(7)
Evaluating Opportunities in the Changing Marketing Environment
Inside Sony, a Clash Over Web Music	42	(2)
They've Got Mail	44	(4)
The Producers: Extension Cords	48	(2)
How Big Mac Kept from Becoming a Serb Archenemy	50	(2)
Cyber Crime	52	(3)
A Crackdown on E-Druggists	55	(2)
Going Against the Flow: Consumers Yearn for the Power of Old Toilets	57	(2)
Here's the Turnoff: In the Market for Guns, the Customers Aren't Coming Back for More	59	(5)
Buyer Behavior
Politics and Society: On the Move	64	(3)
Net Company Terra Aims for Hispanic Connection	67	(2)
Generation Y	69	(4)
Big Footprints: Hey, Baby Boomers Need Their Space, OK? Look at All Their Stuff	73	(2)
Extreme Nesting	75	(3)
From Reengineering to E-Engineering	78	(2)
At Ford, E-Commerce Is Job 1	80	(3)
The Users: Supply Side	83	(3)
Getting Information for Marketing Decisions
Safe at Any Speed?	86	(3)
New Ways to Get into Our Heads	89	(2)
Attn: Shoppers, This Man Is Watching You	91	(2)
Looking for Patterns	93	(2)
The Information Gold Mine	95	(5)
Privacy: Outrage on the Web	100	(4)
Product
Hefty's Plastic Zipper Bag Is Rapping Rivals	104	(1)
You've Got Mail (with Cash!)	105	(2)
Branded Blooms Find Fertile Market	107	(2)
Chinese Officials Force Magazines to Go Without Famous Names	109	(1)
Wal-Mart Stores Go Private-(Label)	110	(4)
Brand New Goods	114	(2)
Online Sales Pack a Crunch	116	(2)
Why Dow Chemical Finds Slime Sublime	118	(2)
Crunch Points: Product Development Is Always Difficult; Consider the Frito Pie	120	(5)
Do You Know Cisco?	125	(3)
Place
Krispy Kreme at a Krossroads	128	(2)
A Neanderthal Industry Smartens Up	130	(2)
Trick or Treat: Hershey's Biggest Dud Has Turned Out to Be Its New Technology	132	(2)
How a Tighter Supply Chain Extends the Enterprise	134	(4)
Xtreme Retailing: Stores Fight the Online Onslaught	138	(4)
Racing for Slice of a $350 Billion Pie, Online Auto-Sales Sites Retool	142	(2)
En Garde, Wal-Mart	144	(2)
U.S. Superstores Find Japanese Are a Hard Sell	146	(1)
Home Depot Strikes at Sears in Tool Duel	147	(2)
Cold Comfort: Breakthrough Product Visits Funeral Homes: Partial-Casket Displays	149	(3)
Promotion
The Corruption of TV Health News	152	(2)
Read Their Lips: When You Translate 'Got Milk' for Latinos, What Do You Get?	154	(2)
The Name's the Thing	156	(3)
Cough Syrup Touts `Awful' Taste in U.S.	159	(1)
The Users: Making the Sale	160	(1)
Pitching Saturns to Your Classmates--for Credit	161	(2)
Now That's a Hail Mary Play	163	(1)
Agencies Get Dot-Com Stock for Hot Spots	164	(1)
Can an Agency Be Guilty of Malpractice?	165	(3)
A New Model: Online Persuaders	168	(2)
Shopper Turns Lots of Pudding Into Free Miles	170	(2)
Price
Why Talk Is So Cheap	172	(2)
Giving Away the E-Store	174	(2)
Lemonade Stands on Electric Avenue	176	(2)
`Build a Better Mousetrap' Is No Claptrap	178	(1)
Competing Online, Drugstore Chains Virtually Undersell Themselves	179	(2)
Vaccine's Price Drives a Debate About Its Use	181	(1)
Promotions for Cut-Rate Long Distance Draw Fire	182	(2)
In Europe, Surfing a Web of Red Tape	184	(2)
Good-Bye to Fixed Pricing?	186	(4)
Soft Money	190	(2)
Renovations of Grandeur	192	(4)
Marketing Strategies: Planning, Implementation and Control
Siberian Soft-Drink Queen Outmarkets Coke and Pepsi	196	(1)
Suddenly, Amazon's Books Look Better	197	(3)
Inside IBM: Internet Business Machines	200	(5)
A Hidden Goldmine Called Inktomi	205	(3)
Why Office Depot Loves the Net	208	(2)
How an Intranet Opened Up the Door to Profits	210	(3)
AOL Angles for TV Viewers	213	(3)
For Sale: Japanese Plants in the U.S.	216	(4)
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
The Omnipresent Persuaders	220	(2)
Running Rings Around Saturn	222	(2)
Foodstuff: `Genetically Modified' on the Label Means...Well, It's Hard to Say	224	(2)
Special Report: Privacy	226	(4)
Selling Birth Control to India's Poor	230	(2)
Big Cards on Campus	232	(2)
Wrestling with Your Conscience	234	(2)
$45 Million for One Buck	236