UNIT 1. Marketing in the 2000s and Beyond

A. CHANGING PERSPECTIVES

1. Emerging and Burgeoning, Allan J. Magrath, Across the Board, January 2000.

Allan Magrath predicts eight consumer markets that are likely to flower in the twenty-first century.

2. Future Markets, Philip Kotler, Executive Excellence, February 2000.

Philip Kotler suggests that successful marketers will target and appropriately serve certain specific niche markets in the future.

3. 10 Things to Know About Customers, Sherrie E. Wehner, Marketing News, December 4, 2000.

Sherrie Wehner explains that as companies are realizing that their most precious asset is their existing customer base, the traditional marketing mix, which has focused heavily on gaining new customers through mass marketing, is evolving.

4. The E-volving Salesman, Marilyn Kennedy Melia, Chicago Tribune, June 11, 2000.

According to Marilyn Kennedy Melia, if the sales profession, in the traditional sense, is dying, then e-commerce is writing the epitaph.

5. The Leisure Era, Graham T. T. Molitor, Executive Excellence, November 2000.

Providing products and services to satisfy leisure time, according to the author, is becoming the "economic mainspring", of U.S. business.

6. 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.

B. THE MARKETING CONCEPT

7. Marketing Myopia (With Retrospective Commentary), Theodore Levitt, Harvard Business Review, September/October 1975.

According to Theodore Levitt, shortsightedness can make managers 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. What Drives Customer Equity, Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithami, 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.

9. The Customer Experience, Scott Kirsner, Net Company, Fall 1999.

Scott Kirsner describes how four cutting-edge Internet companies are reinventing the customer experience.

C. SERVICES AND SOCIAL MARKETING

10. A Primer on Quality Service: Quality Service Makes Happy Customers and Greater Profits, Gene Milbourn Jr. and G. Timothy Haight, Business Forum, Volume 23, Numbers 3, 4, 1998.

The growth of e-commerce is causing some brick-and-mortar businesses to improve the quality of their service. The authors present a quality service model and a questionnaire to measure quality service.

11. Why Service Stinks, Diane Brady, Business Week, October 23, 2000.

Diane Brady reveals how companies' customer service often focus on the elite or high-roller consumers and put the rest on hold.

D. MARKETING ETHICS AND SOCIAL RESPONSIBILITY

12. The Ethical Treatment of Customers, John E. Richardson and David L. Ralph, McGraw-Hill/Dushkin, 2000.

The authors describe how the marketing concept and the Golden Rule often accompany the ethical treatment of customers.

13. Too Close for Comfort, Mark McMaster, Sales & Marketing Management, July 2001.

Can a company know too much about its customers? Absolutely, reflects Mark McMaster, because information collection is a new source of legal liability and could possibly put customers' privacy at risk.

UNIT 2. Research, Markets, and Consumer Behavior

A. MARKET RESEARCH

14. Taking an Expanded View of Customers' Needs: Qualitative Research for Aiding Innovation, Maria F. Flores Letelier, Charles Spinosa, and Bobby J. Calder, Marketing Research, Winter 2000.

"Social value-focused interviews can uncover customers' real desires for new products and help yield critical insights for innovations".

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.

B. MARKETS AND DEMOGRAPHICS

16. 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.

17. The Next Big Market, Frank Solis, Success, October 2000.

Frank Solis explains that Hispanics, America's fastest-growing consumer segment, spend $380 billion on products and services annually. But, many businesses still choose to ignore the Hispanic population.

18. Generational Divide, Alison Stein Wellner, American Demographics, October 2000.

Alison Stein Wellner scrutinizes traditional methods of classifying a generation, which are still meaningful in a diverse and changing nation.

C. CONSUMER BEHAVIOR

19. Head Trips, David J. Lipke, American Demographics, October 2000.

David Lipke describes a new way to understand consumer psychology.

20. How We Sell, Keith H. Hammonds, Fast Company, November 1999.

Keith Hammonds explores some of the implications of Paco Underhill's book, Why We Buy: The Science of Shopping, and examines the secrets of retail design to explain the rules behind how we shop.

21. 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

22. 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.

23. Here Is How Michael E. Porter Regards . . ., Keith H. Hammonds, Fast Company, March 2001.

Keith Hammonds explains Michael Porter's strategic view of the future landscape of business.

A. PRODUCT

24. Can Brand Management Help You Succeed?, Mary Jane Genova, Success, November 2000.

Mary Jane Genova advocates that branding isn't just about selecting the perfect name--it's about how you organize and run your business.

25. Making Old Brands New, Brian Wansink, American Demographics, December 1997.

Brian Wansink relates that revitalizing old brands is like reopening old mines. Some will be barren, while others may hide gold.

26. Can You Spot the Fake?, Ken Bensinger, Wall Street Journal, February 16, 2001.

"To retailers' dismay, fake luxury goods have become increasingly realistic. Ken Bensinger sees if experts can be fooled by $400 `Louis Vuitton' suitcases, `Gucci' belts and other booty".

27. Color Me Popular: Marketers Shape Up Packaging, Theresa Howard, USA Today, February 8, 2001.

Theresa Howard describes how package design has become a salient means of product differentiation.

B. PRICING

28. 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.

29. Discovering Hidden Pricing Power, Donald V. Potter, Business Horizons, November/December 2000.

Donald Potter reveals how "subtle and smart can win out over big and strong for a company using these `secret' techniques in a highly price-competitive market".

C. DISTRIBUTION

30. 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.

31. Revolution Retail Report: 10 Top Stores Put to the Test, Revolution, July 2000.

"What makes a successful online retailer? Revolution tries out some of the online giants to figure out why they are attracting customers, and parting them from their money".

32. . . . Retailing, William M. Bulkeley, Wall Street Journal, June 25, 2001.

William Bulkeley demonstrates how retail stores are bringing the Internet into the world of bricks and mortar.

D. PROMOTION

33. More for Less, Susan Kuchinskas, Business 2.0, September 12, 2000.

Susan Kuchinskas investigates from the front lines on marketing and advertising, techniques that deliver the biggest bang for your bucks.

34. Choices, Choices, Jennifer Rewick, Wall Street Journal, April 23, 2001.

Jennifer Rewick looks at the pros and cons of Web advertising.

35. Ice Cubes to Eskimos, Robert McGarvey, Entrepreneur, August 2000.

Robert McGarvey offers 35 pieces of advice to help change the way you think about selling.

UNIT 4. Global Marketing

36. Global Marketing in the New Millennium, John K. Ryans Jr., Marketing Management, Winter 1999.

John Ryans Jr. describes how changes from the advent of the euro to the coming battle between national sovereignty and the borderless Internet will dramatically affect all marketers.

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 grasp the significance and have an understanding of both local and global issues.

38. The Invisible Global Market, Vijay Mahahan, Marcos V. Pratini De Moraes, and Jerry Wind, Marketing Management, Winter 2000.

The authors contend that with 86 percent of the world containing "hidden" markets, marketers need to take action.

39. 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.

40. The Nation as Brand, Simon Anholt, Across the Board, November/December 2000.

According to Simon Anholt, few things in marketing are harder to define than the personality of a brand, and seldom is the task more complex than when the brand is sold in many different markets.

41. The Future of Japanese Marketing, Paul Herbig and Carol Howard, Business Forum, Volume 24, Numbers 1, 2.

Japan has had great success with marketing its products in the United States because it hires American marketers to sell its products. However, the authors believe that a time will come when the Japanese will have to embrace a Western twist if they are to continue their success.

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.