Customer Relationships

Segmenting International Markets

Few companies have either the resources or the will to operate in all, or even most, of the countries that dot the globe. Although some large companies, such as Coca-Cola or Sony, sell products in more than 200 countries, most international firms focus on a smaller set. Operating in many countries presents new challenges. Different countries, even those that are close together, can vary greatly in their economic, cultural, and political makeup. Thus, just as they do within their domestic...

Marketing Intermediaries

Mcdonald And Coke Signs

Marketing intermediaries Marketing intermediaries help the company to promote, sell, and distribute its prod- Firms that help the company to promote, ucts to final buyers. They include resellers, physical distribution firms, marketing serv-sell, and distribute its goods to final buyers. ces agencies, and financial intermediaries. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell...

Case Study Easyjet Staying Ahead In The Pricing Game

EasyJet Staying Ahead in the Pricing Game In July 2008 the budget airline easyJet announced that it would have to cut flights over the coming winter period because it was expecting its pre-tax profits to drop by 45 percent due to higher fuel expenses. The company explained that oil prices had increased over the past few months and added more than 365 million to its fuel bills for the year. easyJet had been able to offset around half of the additional costs by increasing its revenue and by...

Expanding the Total Demand

The leading firm normally gains the most when the total market expands. If Americans, for example, eat more fast food, McDonald's stands to gain the most because it holds more than three times the fast-food market share of nearest competitor Burger King. If McDonald's can convince more Americans that fast food is the best eating-out choice in these economic times, it will benefit more than its competitors. Market leaders can expand the market by developing new users, new uses, and more usage of...

Figure 3.1 Actors In The Microenvironment

Apple Consumer Behavior

Discuss bow companies cars react to the marketing environment. V 7 77-7 '7 . v -V' . .VvY i'U -.S--- The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. The actors close to the company that affect its ability to serve its customers the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. The larger societal forces that affect the microenvironment demographic,...

The Need for Integrated Marketing Communications

Nike Integrated Marketing Communications

The shift toward a richer mix of media and communication approaches poses a problem for marketers. Consumers today are bombarded by commercial messages from a broad range of sources. But consumers don't distinguish between message sources the way marketers do. In the consumer's mind, messages from different media and promotional approaches all become part of a single message about the company. Conflicting messages from these different sources can result in confused company images, brand...

Sustainable Marketing Principles

Under the sustainable marketing concept, a company's marketing should support the best long-run performance of the marketing system. It should be guided by five sustainable marketing principles consumer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing. Consumer-oriented marketing means that the company should view and organize its marketing activities from the consumer's point of view. It should work hard to sense, serve, and...

Defining the Problem and Research Objectives

Defining Research Objectives

Marketing managers and researchers must work closely together to define the problem and agree on research objectives. The manager best understands the decision for which information is needed the researcher best understands marketing research and how to obtain Marketing research to gather preliminary information that will help define problems and suggest hypotheses. Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or...

What Impact Will Rfid Tags Have On Each Of The Major Logistical Functions

Describe the major types of vertical marketing systems and provide an example of each. 5. Discuss the complexities international marketers face when designing channels in other countries. 6. List and briefly describe the major logistics functions. Provide an example of a decision a logistics manager would make for each major function. 1. ExerWise, a new company marketing a high-end ab toner exercise machine, is considering direct marketing versus selling through Strongs, a national sporting...

Trends in Wholesaling

Today's wholesalers face considerable challenges. The industry remains vulnerable to one of the most enduring trends of the last decade fierce resistance to price increases and the winnowing out of suppliers who are not adding value based on cost and quality. Progressive wholesalers constantly watch for better ways to meet the changing needs of their suppliers and target customers. They recognize that, in the long run, their only reason for existence comes from adding value by increasing the...

Ziba Product Research Process

How do companies design new products Quite often, they get someone else to do it for them. That's where design firms such as ZIBA come in. ZIBA is one of a new breed of consultancies whose sole purpose is to help corporations better understand customer needs and turn that understanding in to groundbreaking new products. The foundation for ZIBA's product development process is market research. That research seeks to understand the brand itself, the competition, and market trends. But most...

Discussing applying the concepts

Name and describe the major steps in the new-product development process. 2. Discuss the benefits and drawbacks of test marketing and explain why some companies do or do not use test marketing for new products. Name and describe the three approaches to test marketing. 3. Explain why successful new-product development requires a customer-centered, team-based, and systematic effort. 4. Name and describe the five stages of the product life cycle. Identify a product class, product form, or brand...

Irritation Unfairness Deception and Fraud

Direct marketing excesses sometimes annoy or offend consumers. Most of us dislike direct-response TV commercials that are too loud, too long, and too insistent. Our mailboxes fill up with unwanted junk mail, our e-mailboxes bulge with unwanted spam, and our computer screens flash with unwanted banner or pop-under ads. Beyond irritating consumers, some direct marketers have been accused of taking unfair advantage of impulsive or less-sophisticated buyers. TV shopping channels and program-long...

Podcasts and Vodcasts

Podcasting and vodcasting are the latest on-the-go, on-demand technologies. The name podcast derives from Apple's now-everywhere iPod. AWith podcasting, consumers can download audio files (podcasts) or video files (vodcasts) via the Internet to an iPod or other handheld device and then listen to or view them whenever and wherever they wish. They can search for podcast topics through sites such as iTunes or through podcast networks such as PodTrac, Podbridge, or PodShow. These days, you can...

The Nature of Each Promotion Tool

Nature Each Promotion Tool

Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising. Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. For example, television advertising can reach huge audiences. An estimated 97.5 million Americans tuned in to watch the most recent Super Bowl (America's championship football game), about 32 million...

Lexus Delighting Customer After The Sale To Keep Them Coming Back

The Lexus Covenant

Delighting Customers After the Sale to Keep Them Coming Back Close your eyes for a minute and picture a typical car dealership. Not impressed Talk to a friend who owns a Lexus, and you'll no doubt get a very different picture. The typical Lexus dealership is. well, anything but typical. And some Lexus dealers will go to almost any extreme to take care of customers and keep them coming back. Consider the following examples Jordan Case has big plans for the ongoing expansion of his business. He's...

Deciding on the Global Marketing Organization PP 5996

Companies manage their international marketing activities in at least three different ways Most companies first organize an export department, then create an international division, and finally become a global organization. A firm normally gets into international marketing by simply shipping out its goods. If its international sales expand, the company organizes an export department with a sales manager and a few assistants. As sales increase, the export department can expand to include various...

What Is Demographic Segmentation For Wild Planet Toys

Of the many factors that affect consumer buyer behavior, social responsibility is playing an increasing role. While there have always been companies that have Integrated doing good with corporate strategy, a new generation of activist entrepreneurs has now taken up the reins. The ones most likely to succeed are those who recognize that beyond just doing good, social responsibility can provide a powerful means for connecting with consumers. For example, Wild Planet markets high-quality,...

Which Target Marketing Strategy Best Describes Meredith

The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and positioning. Amazingly, however, it has done this by focusing on only half of the population the female half. Meredith has developed the largest database of any U.S. media company and uses that database to meet the specific needs and desires of women. Meredith is known for leading titles such as Better Homes and Gardens, Family Circle, and Ladies' Home Journal. But that...

Viagogo As A New Intermediary

Viagogo Seizing The Resale Opportunity Eric Baker, the co-creator of online ticket reseller StubHub Inc., effectively declared war on himself when he launched an online ticket reselling business, viagogo. It is a British-based secondary ticket sales service that offers sporting and entertainment tickets. This was in August 2006, and Baker was at that time still a 10 percent owner of StubHub. He had co-founded the business in 2000 under the original name of Liquid Seats. In 2000, Baker and his...