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Marketing, 16th Edition William M. Pride , O. C. Ferrell Vice President of Editorial, Business: Jack W. Calhoun Editor-in-Chief: Melissa Acuña Acquisitions Editor: Mike Roche Developmental Editor: Suzanna Bainbridge Editorial Assistant: Kayti Purkiss Marketing Coordinator: Shanna Shelton Content Project Manager: Scott Dillon Media Editor: John Rich Frontlist Buyer, Manufacturing: Miranda Klapper Sr. Marketing Communications Manager: Jim Overly Project Management: Elm Street Publishing Services Composition: Integra Software Services Pvt. Ltd. Sr. Art Director: Stacy Jenkins Shirley Cover/Internal Designer: Craig Ramsdell Cover Image: © Getty Images/George Diebold Rights Acquisitions Specialist: Deanna Ettinger
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Chapter 1
An Overview of Strategic Marketing
OBJECTIVES
1. To be able to define marketing as focused on customers 2. To identify some important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment 3. To become aware of the marketing concept and market orientation 4. To understand the importance of building customer relationships 5. To learn about the process of marketing management 6. To recognize the role of marketing in our society
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Vizio Tunes into Television Marketing
How does an unknown company catapult itself into the top tier of a highly competitive industry and establish its high-tech products as consumer favorites in less than a decade? Vizio has grown into one of the country’s leading marketers of high-definition flat-screen televisions because its entrepreneurial founder, William Wang, pays close attention to the needs of the customers. Wang came up with the idea for Vizio as the 1990s drew to a close. He had learned about a new U.S. law requiring television stations to begin a slow transition to all-digital broadcasting. Philips and other major multinationals were already introducing pricey, large-screen digital televisions suited to affluent home-theater enthusiasts. “At the time, most digital television sets were going for around $8,000,”
he remembers, “so what I saw was a great opportunity: a legal mandate and a wide-open market for more affordable televisions to fit that mandate.” By 2003, Wang’s new company, Vizio, was ready to launch a 46-inch, high-definition digital television, providing a great viewing experience at consumer-friendly prices. Knowing that Costco’s customers sought out quality merchandise at reasonable prices, Wang asked the retailer to try stocking this product. Vizio broke Costco sales records and helped establish the retailer’s reputation as a prime shopping destination for consumer electronics. Vizio then began to make its brand name more prominent through advertising and sports sponsorship. Today, thanks to a winning combination of full-featured products with affordable price tags, convenient distribution, and brand-building communications,Vizio is among the leaders in the U.S. television market. Every year, it sells more than 6 million units, rings up more than $2 billion in revenue, and keeps up with customer needs by introducing new televisions, DVD players, and related items. Ask William Wang about Vizio’s success, and he will tell you: “First, you must learn about your customers—what they like and dislike. The customer is always first.”1
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4 Part 1: Marketing Strategy and Customer Relationships
Like all organizations, Vizio attempts to develop products that customers want, communicate useful information about them to excite interest, price them appropriately, and make them available when and where customers want to buy them. Even if an organization does all these things well, however, competition from marketers of similar products, economic conditions, and other factors can impact the company’s success. Such factors influence the decisions that all organizations must make in strategic marketing. This chapter introduces the strategic marketing concepts and decisions that will be discussed throughout the book. First, we develop a definition of marketing and explore each element of the definition in detail. Next, we introduce the marketing concept and consider several issues associated with implementing it. We also take a brief look at the management of customer relationships and then at the concept of value, which customers are demanding today more than ever before. We next explore the process of marketing management, which includes planning, organizing, implementing, and controlling marketing activities to encourage marketing exchanges. Finally, we examine the importance of marketing in our global society.
Defining Marketing
marketing The process of
creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with
stakeholders in a dynamic environment
If you ask several people what marketing is, you are likely to hear a variety of definitions. Although many people think marketing is advertising or selling, marketing actually encompasses many more activities. In this book, we define marketing as the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment. Our definition is consistent with the American Marketing Association (AMA), which defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”2
FIGURE 1.1 Components of Strategic Marketing
Economic forces
m fo peti rc tiv es e
l ca liti s Po orce f
Co
Product
Price
Customer
Distribution
Promotion
Technological forces
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L re egal gu a fo lato nd rc es ry
So l ra ltu cu s cio orce f
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Chapter 1: An Overview of Strategic Marketing 5
Marketing
Focuses on Customers
As the purchasers of the products that organizations develop, promote, distribute, and price, customers are the focal point of all marketing activities (see Figure 1.1). Organizations must define their products not according to what they produce but according to how they satisfy customers. The Walt Disney Company, for example, is not in the business of establishing theme parks; it is in the business of making people happy. At Disney World, customers are the guests, the crowd is the audience, and the employees are the cast members. Customer satisfaction and enjoyment can come from anything experienced when buying and using a product. The essence of marketing is to develop satisfying exchange relationships from which both customers and marketers benefit. The customer expects to gain a reward or benefit in excess of the costs incurred in a marketing transaction. The marketer expects to gain something of value in return— generally the price charged for the product. Through buyer– seller interactions, a customer develops expectations about the seller’s future behavior. To fulfill these expectations, the marketer must deliver on promises made. Over time, this interaction results in interdependencies between the two parties. Fast-food restaurants such as Wendy’s and Burger King depend on repeat purchases from satisfied customers, many of whom live or work a few miles from these restaurants, whereas customer expectations revolve around high-quality food, good value, and dependable service. Organizations generally focus their marketing efforts on a specific group of customers, called a target market. Appealing to Target
Markets Marketing managers may define a target market as a vast Skinny Cow targets its low-fat fudge bar at health-conscious number of people or a relatively small group. Firefly Mobile, consumers. for example, targets its FlyPhone cellular phone at a young part of the cellular phone market: 13- to 17-year-olds who want a phone with which they can take photos, play MP3 tunes, and play games.3 Other companies target multiple markets with different products, promotions, prices, and distribution systems for each one. Nike uses this strategy, marketing different types of shoes and apparel to meet specific needs of cross-trainers, rock climbers, basketball players, aerobics enthusiasts, and other athletic shoe buyers. Nike has even developed an athletic shoe for a single ethnicity: the Air Native N7 for Native Americans.4
FPO
The Skinny Cow®
customers The purchasers of
organizations’ products; the focal point of all marketing elements
Marketing Deals with Products, Distribution, Promotion, and Price
Marketing is more than just advertising or selling a product; it involves developing and managing a product that will satisfy customer needs. It focuses on making the product available in the right place and at a price that buyers are willing to pay. It also requires communicating information that helps customers determine if the product will satisfy their needs. These activities are planned, organized, implemented, and controlled to meet the needs of customers within the target market. Marketers refer to these elements— product, distribution, promotion, and pricing—as the marketing mix because they decide what type of each variable
to use and in what amounts. A primary goal of a marketing manager is to create and maintain the right mix of these elements to satisfy customers’ needs for a general product type. Note in Figure 1.1 that the marketing mix is built around the customer.
target market The group of
customers on which marketing efforts are focused
marketing mix Four marketing elements—product, distribution, promotion, and pricing—that a firm can control to meet the needs of customers within its target markets
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6 Part 1: Marketing Strategy and Customer Relationships
Marketing managers strive to develop a marketing mix that matches the needs of customers in the target market. The Nissan Cube, for example, definitely has features to attract the teens and early 20-somethings, including an upgraded Rockford Fosgate subwoofer, an interface system for iPods, smaller cup holders for energy drinks, and the option to add more than 40 accessories. Nissan also ensured that its promotion, price, and distribution were appropriate for this target market. The price point for the Cube starts at just under 47% Cell phone $14,000. Ideas for promoting this vehicle came straight
TV 42% from U.S. college students who competed to have their 27% Microwave marketing strategy adopted by Nissan and are part of 22% Google this vehicle’s target market.5 Video games 22% Before marketers can develop a marketing mix, they must collect in-depth, up-to-date information about customer needs. Such information might include data about the age, income, ethnicity, gender, and educational level of people in the target market; their preferences for product features; their attitudes toward competitors’ products; and the frequency with which they use the Source: Lemelson-MIT Invention Index Survey of 500 teens. product. Armed with such data, marketing managers are better able to develop a marketing mix that satisfies a specific target market. Let’s look more closely at the decisions and activities related to each marketing mix variable.
SNAPSHOT
When You Are 12 to 17 Years Old, What Is a Necessity?
FPO
THE PRODUCT VARIABLE
Successful marketing efforts result in products that become a part of everyday life. Consider the satisfaction customers have had over the years from Coca-Cola, Levi’s
Marketing in Transition
Marketing by the People, for the People
Got an idea for a clever ad or new product? Some of the bestknown companies may want to hear from you. Doritos, Dell, Starbucks, and other companies are actively seeking submissions of user-generated marketing. By inviting customers to create commercials or suggest product ideas, marketers gain insights into customers’ likes and dislikes. User-generated marketing also gets people talking about and involved with the company’s brand, which also builds excitement
and strengthens customer relationships. Doritos has held a number of annual contests in which customers script and shoot eye-catching, humorous 30-second commercials about its snacks. After reviewing all submissions, Doritos posts the best online and puts them to a public vote. In addition to receiving cash prizes, the top vote-getters enjoy the thrill of seeing their ads air during the Super Bowl. Dell’s IdeaStorm site serves as a nerve-center for usergenerated product ideas. In its first three years, IdeaStorm received 14,000 messages about creating or tweaking a computer product. Site visitors can also comment on each other’s ideas, which helps Dell understand what customers think and feel about potential products and improvements.
© Brandon Alms / © Marcus Lindstrom
Starbucks asks customers to share their thoughts about products, communications, and services on the MyStarbucksIdea site. Visitors click to vote “thumbs up” or “thumbs down” on ideas. Later, Starbucks will indicate, with a check mark, which user-generated ideas are actually implemented.a
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Chapter 1: An Overview of Strategic Marketing 7
product
A good, service, or
idea
jeans, Visa credit cards, Tylenol pain relievers, and 3M Post-it Notes. The product variable of the marketing mix deals with researching customers’ needs and wants and designing a product that satisfies them. A product can be a good, a service, or an idea. A good is a physical entity you can touch. A Toyota Yaris, an iPod, a Duracell battery, and a puppy available for adoption at an animal shelter are examples of goods. A service is the application of human and mechanical efforts of people or objects to provide intangible benefits to customers. Air travel, dry cleaning, hair cutting, banking, insurance, medical care, and day care are examples of services. Ideas include concepts, philosophies, images, and issues. For instance, a marriage counselor, for a fee, gives spouses ideas to help improve their relationship. Other marketers of ideas include political parties, churches, and schools. Note, however, that the actual production of tangible goods is not a marketing activity. The product variable also involves creating or modifying brand names and packaging, and it may also include decisions regarding warranty and repair services. Even one of the world’s best soccer players is a global brand. David Beckham, who now plays for the Major League Soccer team the Los Angeles Galaxy, has promoted or endorsed products from Adidas, Emporio Armani, and Motorola, and his celebrity standing helps sell out soccer stadiums.6 Product variable decisions and related activities are important because they are directly involved in creating products that address customers’ needs and wants. To maintain an assortment of products
that helps an organization achieve its goals, marketers must develop new products, modify existing ones, and eliminate those that no longer satisfy enough buyers or that yield unacceptable profits.
© AP Images/PRNewsFoto/Welch’s
Product Welch’s products are examples of tangible goods. Alamo Rental Car provides a product that is a service.
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8 Part 1: Marketing Strategy and Customer Relationships
THE DISTRIBUTION VARIABLE
To satisfy customers, products must be available at the right time and through convenient distribution methods. In the video rental industry, there have been significant changes in how videos are distributed. Currently, vending machines like Redbox make up 19 percent of the video rental market, mail rental services like Netflix have 36 percent, and brick-and-mortar stores like Blockbuster own 45 percent. Fifteen years ago, almost all videos were distributed through brick-and-mortar stores.7 In dealing with the distribution variable, a marketing manager makes products available in the quantities desired to as many target market customers as possible, keeping total inventory, transportation,
and storage costs as low as possible. A marketing manager may also select and motivate intermediaries (wholesalers and retailers), establish and maintain inventory control procedures, and develop and manage transportation and storage systems. The Internet and other technologies have also dramatically influenced the distribution variable. Companies can now make their products available throughout the world without maintaining facilities in each country.
THE PROMOTION VARIABLE
The promotion variable relates to activities used to inform individuals or groups about the organization and its products. Promotion can aim to increase public awareness of the organization and of new or existing products. The band Weezer, for example, promoted its album by featuring it on their website, by offering a discount to fans who purchased the CD on , and by creating a Weezer Snuggie that could only be purchased as a bundle with the CD. The band made a parody video of the famous Snuggie infomercial, featuring band members wearing the Weezer Snuggie, and uploaded the video to their website as well as to YouTube.8 Promotional activities can also educate customers about product features or urge people to take a particular stance on a political or social issue, such as smoking or drug abuse. Verizon has taken a stand on what the company feels is a very dangerous action: text messaging while driving. Verizon created the “Don’t Text and Drive” campaign, which utilized television, radio, print, Internet, billboards, and other media vehicles. As the executive vice president and chief operating officer at Verizon Wireless said, “sending a text message
isn’t worth losing a life.”9 Promotion can also help sustain interest in established products that have been available for decades, such as Arm & Hammer baking soda or Ivory soap. Many companies are using the Internet to communicate information about themselves and their products. Ragu’s website, for example, offers tips, recipes, and a sweepstakes, and Southwest Airlines’ website enables customers to make flight reservations.
THE PRICE VARIABLE
The price variable relates to decisions and actions associated with establishing pricing objectives and policies and determining product prices. Price is a critical component of the marketing mix because customers are concerned about the value obtained in an exchange. Apple, for example, began using variable pricing in its iTunes music store when it stopped selling all songs at 99 cents each. The company’s new price structure has three tiers: 69 cents for older, less popular songs, $1.29 for popular songs or new hits, and 99 cents for all other songs.10 Price is often used as a competitive tool, and intense price competition sometimes leads to price wars. Airlines, for example, develop complex systems for determining the right price for each seat on a specific flight. High prices can be used competitively to establish a product’s image. Waterman and Mont Blanc pens, for example, have an image of high quality and high price that has given them significant status. The marketing mix variables are often viewed as controllable because they can be modified. However, there are limits to how much marketing managers can alter them. Economic conditions, competitive structure, or government regulations
may prevent a manager from adjusting prices frequently or significantly. Making changes in the size, shape, and design of most tangible goods is expensive, so such product features
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Chapter 1: An Overview of Strategic Marketing 9
cannot be altered very often. In addition, promotional campaigns and methods used to distribute products ordinarily cannot be rewritten or revamped overnight.
Marketing Builds Relationships with Customers and Other Stakeholders
Individuals and organizations engage in marketing to facilitate exchanges—the provision or transfer of goods, services, or ideas in return for something of value. Any product (good, service, or even idea) may be involved in a marketing exchange. We assume only that individuals and organizations expect to gain a reward in excess of the costs incurred. For an exchange to take place, four conditions must exist. First, two or more individuals, groups, or organizations must participate, and each must possess something of value that the other party desires. Second, the exchange should provide a benefit or satisfaction to both parties in the transaction. Third, each party must have confidence
in the promise of the “something of value” held by the other. If you go to a Coldplay concert, for example, you go with the expectation of a great performance. Finally, to build trust, the parties to the exchange must meet expectations. Figure 1.2 depicts the exchange process. The arrows indicate that the parties communicate that each has something of value available to exchange. An exchange will not necessarily take place just because these conditions exist; marketing activities can occur even without an actual transaction or sale. You may see an ad for a plasma TV, for instance, but you may never buy the product. When an exchange occurs, products are traded for other products or for financial resources. Marketing activities should attempt to create and maintain satisfying exchange relationships. To maintain an exchange relationship, buyers must be satisfied with the obtained good, service, or idea, and sellers must be satisfied with the financial reward or something else of value received. A dissatisfied customer who lacks trust in the relationship often searches for alternative organizations or products. Marketers are concerned with building relationships not only with customers but also with relevant stakeholders. Stakeholders include those constituents who have a “stake,” or claim, in some aspect of a company’s products, operations, markets, industry, and outcomes. Stakeholders include customers, employees, investors and shareholders, suppliers, governments, communities, and many others. Stakeholders have the power to provide or withdraw needed resources or influence customer opinion about a firm’s marketing strategy and products.
Developing and maintaining favorable relations with stakeholders is crucial to the long-term growth of an organization and its products.
exchanges The provision or transfer of goods, services, or ideas in return for something of value stakeholders Constituents
who have a “stake,” or claim, in some aspect of a company’s products, operations, markets, industry, and outcomes
marketing environment The
competitive, economic, political, legal and regulatory, technological, and sociocultural forces that surround the customer and affect the marketing mix
Marketing Occurs in a Dynamic Environment
Marketing activities do not take place in a vacuum. The marketing environment, which includes competitive, economic, political, legal and regulatory, technological, and
FIGURE 1.2 Exchange between Buyer and Seller
Something of value Money, credit, labor, goods
Buyer
Seller
Something of value Goods, services, ideas
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10 Part 1: Marketing Strategy and Customer Relationships
sociocultural forces, surrounds the customer and affects the marketing mix (see Figure 1.1). The effects of these forces on buyers and sellers can be dramatic and difficult
to predict. We all know that advances in technology are changing the way we live our day-to-day lives, but years ago, very few people would have predicted that consumers would have no need for their daily newspaper. However, that day has come; with 24-hour up-to-the-second news online, fewer people are buying newspapers. Consumers want today’s news now and are able to access it, usually for free, from computers and smartphones and other devices with Internet access.11 Environmental forces can create threats to marketers, but they can also generate opportunities for new products and new methods of reaching customers. The forces of the marketing environment affect a marketer’s ability to facilitate exchanges in three general ways. First, they influence customers by affecting their lifestyles, standards of living, and preferences and needs for products. Because a marketing manager tries to develop and adjust the marketing mix to satisfy customers, effects of environmental forces on customers also have an indirect impact on marketing mix components. Second, marketing environment forces help determine whether and how a marketing manager can perform certain marketing activities. Finally, environmental forces may affect a marketing manager’s decisions and actions by influencing buyers’ reactions to the firm’s marketing mix. Marketing environment forces can fluctuate quickly and dramatically, which is one reason that marketing is so interesting and challenging. Because these forces are closely interrelated, changes in one may cause changes in others. For instance, evidence linking children’s consumption of soft drinks, fast foods, and other
junk foods to health issues such as obesity, diabetes, and osteoporosis has exposed marketers of such products to negative publicity and generated calls for legislation regarding the sale of unhealthy foods in public schools. Some companies have responded to these concerns by reformulating products to make them healthier or even replacing unhealthy menu items with better alternatives. Denny’s, for example, recently removed French Responsible Marketing? toast sticks and hot dogs from its children’s menus and added carrots, cucumbers, celery, and vanilla yogurt with strawberry topping. Recently, the Council of Better Business ISSUE: Should companies partner in managing Bureaus created the Children’s Food their environmental and social responsibility issues, or should they maintain independence, and Beverage Initiative in an effort making this a competitive marketing strategy? to limit food advertising to children. Coca-Cola, Mars, and Hershey all What does sustainability mean to marketers? Is it good business and joined the program, saying they marketing strategy, good shareholder relations, or the creation of would not advertise their products sustainable competitive advantage? Would it surprise you to learn that to children at all. Other companies many of the nation’s largest companies have begun to work together to announced that they would not address global warming and other environmental sustainability issues? advertise products that fell below a Ford, Walmart, McDonald’s, Time Inc., Walgreens, Dow, Anheusercertain nutritional level.12 Busch, Kimberly-Clark, PG&E, BP, and Abbott all provided speakers at a Corporate Climate Response
Conference to share information on Changes in the marketing their experiences with what works and what does not. environment produce uncertainty Some of the topics discussed at the conference were fundamentals for marketers and at times hurt of corporate climate change strategy, carbon footprint and life-cycle marketing efforts, but they also create analysis, energy efficiency, waste management, fleet management, opportunities. Marketers who are green power and RECs (Renewable Energy Certificate products), alert to changes in environmental carbon offsetting and emissions trading, climate adaptation, and ways forces can adjust to and influence to engage consumers and the public in the dialogue on climate change. these changes and can capitalize If you were an executive with one of these firms or a competing firm, on the opportunities such changes would you feel at a competitive disadvantage sharing your personal provide. Marketing mix elements— experiences on successes and failures in this area? How would you product, distribution, promotion, defend involvement? If consumers want these initiatives, why would you not use sustainability as a key competitive advantage?b and price—are factors over which an organization has control; the forces of the environment, however, are more
Partnerships and Sustainability Strategies
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Chapter 1: An Overview of Strategic Marketing 11
difficult to control. But even though marketers know they cannot predict changes in the marketing environment with certainty, they must nevertheless planfor them.
Understanding the Marketing Concept
Some firms have sought success by buying land, building a factory, equipping it with people and machines, and then making a product they believe buyers want and need. However, these firms frequently fail to attract customers with what they have to offer because they defined their business as “making a product” rather than as “helping potential customers satisfy their needs and wants.” For example, when compact discs became more popular than vinyl records, turntable manufacturers had an opportunity to develop new products to satisfy customers’ needs for home entertainment. Companies that did not pursue this opportunity, such as Dual and Empire, are no longer in business. Such organizations failed to implement the marketing concept. Likewise, the growing popularity of MP3 technology has enabled firms such as Apple and Microsoft to develop products like the iPod and Zune to satisfy the consumer desire of being able to store customized music libraries. Instead of buying CDs, a consumer can download individual songs from Apple’s iTunes. According to the marketing concept, an organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization
to achieve its goals. Customer satisfaction is the major focus of the marketing concept. To implement the marketing concept, an organization strives to determine what buyers want and uses this information to develop satisfying products. It focuses on customer analysis, competitor analysis, and integration of the firm’s resources to provide customer value and satisfaction as well as generate long-term profits. The firm must also continue to alter, adapt, and develop products to keep pace with customers’ changing desires and preferences. Ben & Jerry’s Homemade Ice Cream, for example,
marketing concept A philosophy that an organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals
The Marketing Concept A part of the marketing concept involves being focused on satisfying customers.
© Stew Leonard’s
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12 Part 1: Marketing Strategy and Customer Relationships
continuously assesses customer demand for ice cream and sorbet. On its website, it maintains a “flavor graveyard” that lists combinations that were tried and ultimately failed.
It also lists its top ten flavors each month. Thus, the marketing concept emphasizes that marketing begins and ends with customers. Researchers have found a positive association between customer satisfaction and shareholder value,13 and high levels of customer satisfaction also tend to attract and retain high-quality employees and managers.14 The marketing concept is not a second definition of marketing. It is a management philosophy that guides an organization’s overall activities and affects all organizational activities, not just marketing. Production, finance, accounting, human resources, and marketing departments must work together. The marketing concept is also not a philanthropic philosophy aimed at helping customers at the expense of the organization. A firm that adopts the marketing concept must satisfy not only its customers’ objectives but also its own, or it will not stay in business long. The overall objectives of a business might relate to increasing profits, market share, sales, or a combination of the three. The marketing concept stresses that an organization can best achieve these objectives by being customer oriented. Thus, implementing the marketing concept should benefit the organization as well as its customers. It is important for marketers to consider not only their current buyers’ needs but also the long-term needs of society. Striving to satisfy customers’ desires by sacrificing society’s long-term welfare is unacceptable. For instance, there is significant demand for large SUVs and trucks. However, environmentalists and federal regulators are challenging automakers to produce more fuel-efficient vehicles
with increased mpg standards. The question that remains is whether or not Americans are willing to give up their spacious SUVs for the good of the environment.15
Evolution of the Marketing Concept
The marketing concept may seem to be an obvious approach to running a business. However, businesspeople have not always believed that the best way to make sales and profits is to satisfy customers (see Figure 1.3).
THE PRODUCTION ORIENTATION
During the second half of the nineteenth century, the Industrial Revolution was in full swing in the United States. Electricity, rail transportation, division of labor, assembly lines, and mass production made it possible to produce goods more efficiently. With new technology and new ways to use labor, products poured into the marketplace, where demand for manufactured goods was strong.
THE SALES ORIENTATION
In the 1920s, strong demand for products subsided, and businesses realized they would have to “sell” products to buyers. From the mid-1920s to the early 1950s, businesses viewed sales as the major means of increasing profits and came to adopt a sales orientation. Businesspeople believed the most important marketing activities were personal selling, advertising, and distribution. Today, some people incorrectly equate marketing with a sales orientation.
FIGURE 1.3 The Evolution of the Marketing Concept
Production orientation
Sales orientation
Market orientation
1850
1900
1950
2000
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Chapter 1: An Overview of Strategic Marketing 13
THE MARKET ORIENTATION
By the early 1950s, some businesspeople began to recognize that efficient production and extensive promotion did not guarantee that customers would buy products. These businesses, and many others since, found they must first determine what customers want and then produce these products, rather than make the products first and then try to convince customers they needed them. As more organizations realized the importance of satisfying customers’ needs, U.S. businesses entered the marketing era, one of market orientation. A market orientation requires the “organizationwide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organizationwide responsiveness to it.”16 Market orientation is linked to new-product innovation by developing a strategic focus to explore and develop new products to serve target markets.17 Top management, marketing managers, nonmarketing managers (those in production, finance, human resources, and so on), and customers are all important in developing and carrying out a market orientation. Trust, openness, honoring promises, respect, collaboration, and recognizing the market as the raison d’être are six values required by organizations that want to
become more marketing oriented.18 Unless marketing managers provide continuous customer-focused leadership with minimal interdepartmental conflict, achieving a market orientation will be difficult. Nonmarketing managers must share with marketing managers any information that is pertinent to understanding the customer. Finally, a market orientation involves being responsive to ever-changing customer needs and wants. For example, to accomplish this, follows buyers’ online purchases and recommends related purchases. Trying to assess what customers want, a difficult task to begin with, is further complicated by the speed with which fashions and tastes can change. Today, businesses want to satisfy customers and build meaningful, long-term buyer–seller relationships. Doing so helps a company boost its own financial value.19
Implementing the Marketing Concept
A philosophy may sound reasonable and look good on paper, but that does not mean it can be put into practice easily. To implement the marketing concept, a marketingoriented organization must accept some general conditions and recognize and deal with several problems. Consequently, the marketing concept has yet to be fully accepted by market orientation An all U.S. businesses. Management must first establish an information system to discover organizationwide commitment customers’ real needs and then use the information to create satisfying products. An to researching and responding to information system is usually expensive; management must commit money and time customer needs for its development and maintenance. However, without an adequate information system, an organization
Entrepreneurial Marketing cannot be marketing oriented. To satisfy customers’ objectives as well as its own, a company must also coordinate all its activities. This may require restructuring the internal Timothy S. Leatherman developed the idea for the Pocket Survival operations and overall objectives of Tool when his car broke down on a driving tour of Europe with his wife. one or more departments. Walmart, Leatherman’s generic pocketknife lacked the tools he needed to repair for example, began using bar-code the car. He wondered, why couldn’t he just add pliers to a pocketknife? technology in its distribution centers After he returned home, he worked on developing a prototype. When and stores in 1984, and many other he took it to a Portland knife business, they looked at it and said, retailers and producers embraced the “This isn’t a knife; it’s a tool.” Leatherman then decided to name his technology within a few years. In invention the Pocket Survival Tool to appeal to the outdoor survivalist 2003, however, Walmart shifted to market. Making his products available through mail order catalogs radio frequency identification (RFID) also helped him find the right market. It wasn’t too long before Tim technology, investing significant Leatherman and his partner were selling more than 1 million units resources in RFID readers throughout per year. Leatherman succeeded in marketing by understanding his customers’ needs and finding out how to reach them.c its system and demanding that its larger suppliers adopt the technology
Leatherman’s Marketing Appeals to Survivalists
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14 Part 1: Marketing Strategy and Customer Relationships
as well. After suppliers balked at RFID’s cost and poor return on investment, Walmart was forced to drop the supplier initiative. If the head of the marketing unit is not a member of the organization’s top-level management, a new technology may fail to sufficiently address actual customer needs and desires. Implementing the marketing concept demands the support not only of top management but also of managers and staff across all functions and levels of the organization.
Managing Customer Relationships
Achieving the full profit potential of each customer relationship should be the fundamental goal of every marketing strategy. Marketing relationships with customers are the lifeblood of all businesses. At the most basic level, profits can be obtained through relationships by (1) acquiring new customers, (2) enhancing the profitability of existing customers, and (3) extending the duration of customer relationships. Implementing the marketing concept means optimizing the exchange relationship: the relationship between a company’s investment in customer relationships and the return generated by customers’ loyalty and retention.20 Maintaining positive
relationships with customers is an important goal for marketers. The term relationship marketing refers to “long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges.”21 Relationship marketing continually deepens the buyer’s trust in the company, which, as the customer’s confidence grows, in turn increases the firm’s understanding of the customer’s needs. Successful marketers respond to customer needs and strive to increase value to buyers over time. Eventually this interaction becomes a solid relationship that allows for cooperation and mutual dependency. Customer-centric marketing involves developing collaborative relationships with customers based on focusing on their individual needs and concerns. It adopts the view that customers buy offerings that provide value and prefer a relationship rather than a transactional orientation. The focus is on the individual. Collaborating with and learning from customers leads to a “sense-and-respond” approach rather than a produce-and-sell approach.22 OfficeMax, for example, is typically considered to be in a not-so-dazzling industry with a very broad definition for its target market (people and businesses that need office supplies), and so the company decided to completely reposition itself. No longer is it a dull office supply store, but instead a fun, more intimate retail outlet that appeals to women. The company has repositioned itself through its campaign called “Life is Beautiful, Work Can Be Too,” stylish new private-label product lines, a spiced-up catalogue, and appearances at venues like
Mercedes-Benz Fashion Week in New York. OfficeMax has made a huge effort to separate itself from other office supply stores by further defining its target market and centering all of its marketing around “her.”23 To build long-term customer relationships, marketers are increasingly turning to marketing research and information technology. Customer relationship management (CRM) focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships. Organizations attempt to increase long-term profitability by building customer loyalty, which results from increasing customer value. Barnes and Noble, for example, offers a membership program that costs $25 per year but gives the member access to members-only coupons and special offers, as well as discounts of 10 to 40 percent off items purchased. Sears likewise offers a free rewards program that allows frequent shoppers to earn rewards on purchases that can be used later.24 Such initiatives give stores the opportunity to acquire a greater share of each customer’s business. Managing customer relationships requires identifying patterns of buying behavior and then using that information to focus on the most promising and profitable customers. Companies must be sensitive to customers’ requirements and desires, and establish communication to build customers’ trust and loyalty. The lifetime value of a Lexus customer may be about 50 times that of a Taco Bell customer, but there are a lot
relationship marketing
Establishing long-term, mutually satisfying buyer-seller relationships
customer-centric marketing Developing
collaborative
relationships with customers based on focusing on their individual needs and concerns
customer relationship management (CRM) Using
information about customers to create marketing strategies that develop and sustain desirable customer relationships
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Chapter 1: An Overview of Strategic Marketing 15
more Taco Bell customers! For either organization, however, a customer is important. A customer’s lifetime value results from his or her frequency of purchases, average value of purchases, and brand-switching patterns.25 A customer’s value over a lifetime represents an intangible asset to a marketer that can be augmented by addressing the customer’s varying needs and preferences at different stages in his or her relationship with the firm.26 Because the loss of a loyal, potential lifetime customer can result in lower profits, managing customer relationships has become a major focus of strategic marketing today. Through the use of Internet-based marketing strategies (e-marketing), companies can personalize customer relationships on a nearly one-on-one basis. A wide range of products, such as computers, jeans, golf clubs, cosmetics, and greeting
cards, can be tailored for specific customers. CRM provides a strategic link between information technology and marketing efforts to foster relationships with customers. Thus, information technology helps organizations manage customer relationships to build value, increase sales, and enhance customer satisfaction.
Value-Driven Marketing
assessment of benefits relative to costs in determining the worth of a product
Value is an important element of managing long-term customer relationships and implementing the marketing concept. We view value as a customer’s subjective assessment of benefits relative to costs in determining the worth of a product (customer value customer benefits customer costs). Consumers develop a concept of value through the integration of their perceptions of product quality and financial sacrifice.27 From a company’s perspective, there is a trade-off between increasing the value offered to a customer and maximizing the profits from a transaction.28 Customer benefits include anything a buyer receives in an exchange. Hotels and motels, for example, basically provide a room with a bed and a bathroom, but each firm provides a different level of service, amenities, and atmosphere to satisfy its guests. Hampton Inns offers the minimum services necessary to maintain a quality, efficient, low-priced overnight accommodation. In contrast, the Ritz-Carlton provides every imaginable service a guest might desire and strives to ensure that all service is of the highest quality. Customers judge which type of accommodation offers the best value according to the benefits they desire and their willingness and ability to pay
for the costs associated with those benefits. Customer costs include anything a buyer must give up to obtain the benefits the product provides. The most obvious cost is the monetary price of the product, but nonmonetary costs can be equally important in a customer’s determination of value. Two nonmonetary costs are the time and effort customers expend to find and purchase desired products. To reduce time and effort, a company can increase product availability, thereby making it more convenient for buyers to purchase the firm’s products. Another nonmonetary cost is risk, which can be reduced by offering good basic warranties or extended warranties for an additional charge. Another risk reduction strategy is the offer of a 100 percent satisfaction guarantee. This strategy is increasingly popular in today’s catalog/ Value-Driven Marketing telephone/Internet shopping environment. L.L.Bean, for This Maxwell House ad focuses on value, high quality, and example, uses such a guarantee to reduce the risk involved a reasonable price. in ordering merchandise from its catalogs and online store. value A customer’s subjective
Courtesy of Susan Van Etten
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The process people use to determine the value of a product is not highly scientific. We all tend to get a feel for the worth of products based on our own expectations and previous experiences. We can, for example, compare the value of tires, batteries, and computers directly with the value of competing products. We evaluate movies, sporting events, and performances by entertainers on the more subjective basis of personal preferences and emotions. For most purchases, we do not consciously try to calculate the associated benefits and costs. It becomes an instinctive feeling that Kellogg’s Corn Flakes are a good value or that McDonald’s is a good place to take children for a quick lunch. The purchase of an automobile or a mountain bike may have emotional components, but more conscious decision making may also figure in the process of determining value. In developing marketing activities, it is important to recognize that customers receive benefits based on their experiences. For example, many computer buyers consider services such as fast delivery, ease of installation, technical advice, and training assistance to be important elements of the product. Customers also derive benefits from the act of shopping and selecting products. These benefits can be affected by the atmosphere or environment of a store, such as Red Lobster’s nautical theme. Even the ease of navigating a website can have a tremendous impact on perceived value. For this reason, General Motors has developed a user-friendly way to navigate its website for researching and pricing vehicles. Using the Internet to compare
a Chevrolet to a Mercedes could result in different customers viewing each automobile as an excellent value. Owners have rated the Chevrolet as providing reliable transportation and having dealers who provide acceptable service. A Mercedes may cost twice as much but has been rated as a better-engineered automobile that also has a higher social status than the Chevrolet. Different customers may view each car as being an exceptional value for their own personal satisfaction. The marketing mix can be used to enhance perceptions of value. A product that demonstrates value usually has a feature or an enhancement that provides benefits. Promotional activities can also help create an image and prestige characteristics that customers consider in their assessment of a product’s value. In some cases, value may simply be perceived as the lowest price. Many customers may not care about the quality of the paper towels they buy; they simply want the cheapest ones for use in cleaning up spills because they plan to throw them in the trash anyway. On the other hand, more people are looking for the fastest, most convenient way to achieve a certain goal and therefore become insensitive to pricing. Evidence of this lies in the fact that many busy customers are buying more prepared meals in supermarkets to take home and serve quickly, even though these meals cost considerably more than meals prepared from scratch. In such cases, the products with the greatest convenience may be perceived as having the greatest value. The availability or distribution of products can also enhance their value. Taco Bell, for example, wants to have its Mexican fast-food products
available at any time and any place people are thinking about consuming food. It has therefore introduced Taco Bell products into supermarkets, vending machines, college campuses, and other convenient locations. Thus, the development of an effective marketing strategy requires understanding the needs and desires of customers and designing a marketing mix to satisfy them and provide the value they want.
Marketing Management
Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to facilitate exchanges effectively and efficiently. Effectiveness and efficiency are important dimensions of this definition. Effectiveness is the degree to which an exchange helps achieve an organization’s objectives. Efficiency refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges. Thus, the overall goal of marketing management is to facilitate highly desirable exchanges and to minimize the costs of doing so. Planning is a systematic process of assessing opportunities and resources, determining marketing objectives, and developing a marketing strategy and plans for implementation
marketing management
The process of planning, organizing, implementing, and controlling marketing activities to facilitate exchanges effectively and efficiently
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Chapter 1: An Overview of Strategic Marketing 17
and control. Planning determines when and how marketing activities are performed and who performs them. It forces marketing managers to think ahead, establish objectives, and consider future marketing activities and their impact on society. Effective planning also reduces or eliminates daily crises. Organizing marketing activities involves developing the internal structure of the marketing unit. The structure is the key to directing marketing activities. The marketing unit can be organized by functions, products, regions, types of customers, or a combination of all four. Proper implementation of marketing plans hinges on coordination of marketing activities, motivation of marketing personnel, and effective communication within the unit. Marketing managers must motivate marketing personnel, coordinate their activities, and integrate their activities both with those in other areas of the company and with the marketing efforts of personnel in external organizations, such as advertising agencies and research firms. For example, in its recent Super Bowl marketing debut, Denny’s Restaurant offered a free Grand Slam breakfast to every patron visiting a Denny’s over an eight-hour period. To properly implement this campaign, executives traveled to franchisees to ensure that each restaurant had enough staff and product to handle the increased demand. In anticipation of the increased demand, Denny’s executives
even administered a “rain check” policy that allowed patrons to get a free Grand Slam at a later date if they were not able to place their orders by the 2:00 p.m. cut-off.29 An organization’s communication system must allow the marketing manager to stay in contact with high-level management, with managers of other functional areas within the firm, and with personnel involved in marketing activities both inside and outside the organization. The marketing control process consists of establishing performance standards, comparing actual performance with established standards, and reducing the difference between desired and actual performance. An effective control process has four requirements. First, it should ensure a rate of information flow that allows the marketing manager to quickly detect any differences between actual and planned levels of performance. Second, it must accurately monitor various activities and be flexible enough to accommodate changes. Third, the costs of the control process must be low relative to costs that would arise without controls. Finally, the control process should be designed so that both managers and subordinates can understand it. We examine the development, organization, implementation, and controlling of marketing strategies in greater detail in the next chapter.
The Importance of Marketing in Our Global Economy
Our definition of marketing and discussion of marketing activities reveal some of the obvious reasons the study of marketing is relevant in today’s world. In this section, we look at how marketing affects us as individuals and at its role in our increasingly global society.
Marketing
Costs Consume a Sizable Portion of Buyers’ Dollars
Studying marketing will make you aware that many marketing activities are necessary to provide satisfying goods and services. Obviously these activities cost money. About one-half of a buyer’s dollar goes toward marketing costs. If you spend $14 on a new CD, 50 to 60 percent goes toward marketing expenses, including promotion and distribution, as well as profit margin. The production (pressing) of the CD represents about $1, or 6.25 percent of its price. A family with a monthly income of $3,000 that allocates $600 to taxes and savings spends about $2,400 for goods and services. Of this amount, $1,200 goes for marketing activities. If marketing expenses consume that much of your dollar, you should know how this money is used.
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18 Part 1: Marketing Strategy and Customer Relationships
Marketing Is Used in Nonprofit Organizations
Although the term marketing may bring to mind advertising for Burger King, Toyota, and Apple, marketing is also important in organizations working to achieve goals other than ordinary business objectives (such as profit). Government agencies at the federal, state, and
local levels engage in marketing activities to fulfill their mission and goals. The U.S. armed forces, for instance, use promotion, including television advertisements and event sponsorships, to communicate the benefits of enlisting to potential recruits. The American Red Cross relies on marketing to inform citizens of the services the organization provides to people all over the world during times of need. After the earthquake in Haiti in January 2010, the American Red Cross reached out to the American people asking for donations and promoting its mobile text messaging donation tool. The public was encouraged to text message the word “HAITI” to 90999 to make a $10 donation to the American Red Cross Relief and Development Fund.30 Universities and colleges also engage in marketing activities to recruit new students as well as donations from alumni and businesses. In the private sector, nonprofit organizations employ marketing activities to create, distribute, promote, and even price programs that benefit particular segments of society. Habitat for Humanity, for example, must promote its philosophy of lowincome housing to the public. These promotions help the organization raise funds and receive donations of supplies to build or renovate housing for low-income families, who contribute “sweat equity” to the construction of their own homes. In a recent year, such activities helped nonprofit organizations raise more than $292 billion in philanthropic contributions to assist them in fulfilling their missions.31
Marketing Is Important to Business and the Economy
Businesses must sell products to survive and grow, and marketing activities
help sell their products. Financial resources generated from sales can be used to develop innovative products. New products allow a firm to better satisfy customers’ changing needs, which in turn enables the firm to generate more profits. Even nonprofit businesses need to “sell” to survive. Marketing activities help produce the profits that are essential not only to the survival of individual businesses but also to the health and ultimate survival of the global economy. Profits drive economic growth because without them businesses find it difficult, if not impossible, to buy more raw materials, hire more employees, attract more capital, and create additional products that in turn make more profits. Without profits, marketers cannot continue to provide jobs and contribute to social causes.
© United Negro College Fund/Ad Council
Marketing Fuels Our Global Economy
Profits from marketing products contribute to the development of new products and technologies. Advances in technology, along with falling political and economic barriers and the universal desire for a higher standard of living, have made marketing across national borders commonplace while stimulating global economic growth. As a result of worldwide communications and increased international travel, many U.S. brands have achieved
Nonprofit Organizations The United Negro College Fund uses marketing to promote its cause.
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Chapter 1: An Overview of Strategic Marketing 19
widespread acceptance around the world. At the same time, customers in the United States have greater choices among the products they buy as foreign brands such as Toyota (Japan), Bayer (Germany), and BP (Great Britain) now sell alongside U.S. brands such as Ford, Tylenol, and Chevron. People around the world watch CNN and MTV on Toshiba and Sony televisions they purchased at Walmart. Electronic commerce via the Internet now enables businesses of all sizes to reach buyers worldwide. We explore the international markets and opportunities for global marketing in Chapter 9.
Marketing Knowledge Enhances Consumer Awareness
Besides contributing to the well-being of our economy, marketing activities improve the quality of our lives. For instance, recent research findings suggest that low-fat nutrition claims for a food product can actually increase the intake of that product, thus countering the desired effects of consuming low-fat snacks to lose weight.32 Studying marketing allows us to assess a product’s value, flaws, and marketing strategy more effectively. Thus, we can determine which marketing efforts need improvement. For example, an unsatisfactory experience with a warranty may make you wish for stricter law enforcement so sellers would fulfill their promises. You may also wish you had more accurate information about a product before you purchased
it. Understanding marketing enables us to evaluate corrective measures (such as laws, regulations, and industry guidelines) that could stop unfair, damaging, or unethical marketing practices. Thus, understanding how marketing activities work can help you be a better consumer.
Sustainable Marketing
Are Athletic Shoes Walking or Running toward Sustainability?
All around the world, athletic shoe marketers are trying to go green. Making sustainability a high priority is a matter of competitive pride. It also demonstrates that these companies understand their customers’ changing needs and the expectations of society. Brooks Sports, based near Seattle, is steadily increasing the amount of biodegradable components in its running and hiking shoes. “We view increasing our sustainability as a necessity, not an option,” says the chief executive officer (CEO). The company has switched to packaging made from recycled materials and recently introduced Green Silence, an eco-friendly concept running shoe. “Sustainability is part of our brand value,” the CEO states. “It’s important to our customers and our employees.” The German company Adidas markets a line of fashionable performance shoes created with sustainability in mind. In addition to incorporating recycled and natural fabrics as well as earthfriendly dyes, the athletic shoes are manufactured using processes that minimize their environmental impact. Nike, the world’s largest shoe company, has been pursuing sustainability goals for two decades. Its Nike Considered products require less energy to manufacture and result in less waste than conventional athletic footwear. Through the
Nike Grind initiative, the company has collected 25 million used athletic shoes and ground them into material for running tracks, tennis courts, and other sports surfaces.
© mammamaart / © Kutay Tanir
Despite being in the same race for sales and profits, athletic shoe marketers are interested in finding industrywide solutions to the kinds of environmental concerns that they and their competitors face. This is why Nike has become a founding partner of the GreenXchange, an online marketplace for sharing green ideas in the business world. “Our hope is [that] this will unleash new innovation to help solve current obstacles to sustainability issues,” Nike’s CEO explains.d
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20 Part 1: Marketing Strategy and Customer Relationships
Marketing Connects People through Technology
Technology, especially computers and telecommunications, helps marketers understand and satisfy more customers than ever before. Over the phone and online, customers can provide feedback about their experiences with a company’s products. Even products such as Dasani bottled water provide a customer service number and a website for questions or
comments. This feedback helps marketers refine and improve their products to better satisfy customer needs. Today marketers must recognize the impact not only of websites but of instant messaging, blogs, online forums, online games, mailing lists, and wikis, as well as text messaging via cell phones and podcasts via MP3 players. Increasingly, these tools are facilitating marketing exchanges. Some restaurants, for example, are permitting customers to preorder their food and coffee products by sending text messages to the restaurants via their cell phones. Other companies are utilizing text messages to offer coupons, allowing for a more targeted way of offering discounts. One particular chain restaurant saw a 4 percent redemption rate with mobile coupons on Yowza, a free mobile application for smartphones. This was four times the redemption rate the chain saw with direct mail coupons.33 The Internet allows companies to provide tremendous amounts of information about their products to consumers and to interact with them through e-mail and websites. A consumer who is shopping for a new car, for example, can access automakers’ webpages, configure an ideal vehicle, and get instant feedback on its price. They can visit Autobytel, Edmund’s, and other websites to find professional reviews and obtain comparative pricing information on both new and used cars to help them find the best value. They can also visit a consumer opinion site, such as , to read other consumers’ reviews of the products. They can then purchase a vehicle online or at a dealership. A number of companies employ social media to connect with their customers, utilizing
blogs and social networking sites, such as Facebook and Twitter. Marketers of everything from computers to travel reservations use the Internet for transactions. Southwest Airlines, for example, now books 81 percent of its passenger revenue online.34 The Internet has also become a vital tool for marketing to other businesses. Successful companies are using technology in their marketing strategies to develop profitable relationships with these customers. Table 1.1 shows the most common online activities.
© AP Images/PRNewsFoto/Apple
Socially Responsible Marketing: Promoting the Welfare of Customers and Society
Marketing Connects People through Technology Apple manages the development of technology to produce customer satisfaction and loyalty.
The success of our economic system depends on marketers whose values promote trust and cooperative relationships in which customers are treated with respect. The public is increasingly insisting that social responsibility and ethical concerns be considered in planning and implementing marketing activities. Although some marketers’ irresponsible or unethical
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Chapter 1: An Overview of Strategic Marketing
21
TABLE 1.1 Leading Internet Activities
Activity Using e-mail Using a search engine to find information Searching for a map or driving directions Looking for information on a hobby or interest Looking for medical/health information Researching products before making a purchase Checking the weather Making online purchases Getting news Getting travel information Percent of U.S. Adults Who Have Engaged in Online Activity 89 88 86 83 83 81 76 75 72 66
Source: “Online Activities, Total” Pew Internet & American Life Project, December 2009. Trend-Data/OnlineActivites-Total.aspx (accessed June 3, 2010).
activities end up on the front pages of USA Today or the Wall Street Journal, more firms are working to develop a responsible approach to developing long-term relationships with customers and other stakeholders. In one such instance, OfficeMax recently partnered with Adopt-A-Classroom, a nonprofit organization, to create an event to end teacher-funded classrooms called A Day Made Better. Once a year, OfficeMax makes 1,000 teachers’ days better all across the United States by surprising them at school with more than $1,000 in school supplies.35 In the area of the natural environment, companies are increasingly embracing the notion of green marketing, which is a strategic process involving stakeholder assessment to create meaningful long-term relationships with customers while maintaining, supporting, and enhancing the natural environment. Coca-Cola, for example, pledged to be a zero-waste carbon neutral sponsor of the Olympic Games in Vancouver. The company planned to have all beverages delivered to the facility
with diesel-electric hybrid heavy-duty vehicles, provide staff uniforms completely made from recycled bottles, and place recycling bins throughout the venue as well as carbon offsets for air and land travel. These are just a few of the initiatives the company has planned to be a more green company and reduce its impact on the environment.36 By addressing concerns about the impact of marketing on society, a firm can protect the interests of the general public and the natural environment. We examine these issues and many others as we develop a framework for understanding more about marketing in the remainder of this book.
Marketing Offers Many Exciting Career Prospects
From 25 to 33 percent of all civilian workers in the United States perform marketing activities. The marketing field offers a variety of interesting and challenging career opportunities throughout the world, such as personal selling, advertising, packaging, transportation, storage, marketing research, product development, wholesaling, and retailing. In addition, many individuals working for nonbusiness organizations engage in marketing activities to promote political, educational, cultural, church, civic, and charitable activities. Whether a person earns a living through marketing activities or performs them voluntarily for a nonprofit group, marketing knowledge and skills are valuable personal and professional assets.
green marketing A strategic
process involving stakeholder assessment to create meaningful long-term relationships with customers while maintaining, supporting, and enhancing the natural environment
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22 Part 1: Marketing Strategy and Customer Relationships
summary
1. To be able to define marketing as focused on customers
Marketing is the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment. As the purchasers of the products that organizations develop, promote, distribute, and price, customers are the focal point of all marketing activities. The essence of marketing is to develop satisfying exchanges from which both customers and marketers benefit. Organizations generally focus their marketing efforts on a specific group of customers called a target market. conditions must exist for an exchange to occur. First, two or more individuals, groups, or organizations must participate, and each must possess something of value that the other party desires. Second, the exchange should provide a benefit or satisfaction to both parties involved in the transaction. Third, each party must have confidence in the promise of the “something of value” held by the other. Finally, to build trust, the parties to the exchange
must meet expectations. Marketing activities should attempt to create and maintain satisfying exchange relationships. The marketing environment, which includes competitive, economic, political, legal and regulatory, technological, and sociocultural forces, surrounds the customer and the marketing mix. These forces can create threats to marketers, but they also generate opportunities for new products and new methods of reaching customers. These forces can fluctuate quickly and dramatically.
2. To identify some important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment
Marketing involves developing and managing a product that will satisfy customer needs, making the product available in the right place and at a price acceptable to customers, and communicating information that helps customers determine if the product will satisfy their needs. These activities—product, distribution, promotion, and pricing—are known as the marketing mix because marketing managers decide what type of each element to use and in what amounts. Marketing managers strive to develop a marketing mix that matches the needs of customers in the target market. Before marketers can develop a marketing mix, they must collect in-depth, up-to-date information about customer needs. The product variable of the marketing mix deals with researching customers’ needs and wants and designing a product that satisfies them. A product can be a good, a service, or an idea. In dealing with the distribution variable, a marketing manager tries to make products available in the quantities desired to as many customers as possible.
The promotion variable relates to activities used to inform individuals or groups about the organization and its products. The price variable involves decisions and actions associated with establishing pricing policies and determining product prices. These marketing mix variables are often viewed as controllable because they can be changed, but there are limits to how much they can be altered. Individuals and organizations engage in marketing to facilitate exchanges—the provision or transfer of goods, services, and ideas in return for something of value. Four
3. To become aware of the marketing concept and market orientation
According to the marketing concept, an organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals. Customer satisfaction is the marketing concept’s major objective. The philosophy of the marketing concept emerged in the United States during the 1950s after the production and sales eras. Organizations that develop activities consistent with the marketing concept become marketing-oriented organizations. To implement the marketing concept, a marketing-oriented organization must establish an information system to discover customers’ needs and use the information to create satisfying products. It must also coordinate all its activities and develop marketing mixes that create value for customers in order to satisfy their needs.
4. To understand the importance of building customer relationships
Relationship marketing involves establishing long-term, mutually satisfying buyer–seller relationships. Customercentric
marketing requires developing collaborative relationships with customers based on focusing on their individual needs and concerns. Customer relationship management (CRM) focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships. Managing
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Chapter 1: An Overview of Strategic Marketing 23
customer relationships requires identifying patterns of buying behavior and using that information to focus on the most promising and profitable customers. Value is a customer’s subjective assessment of benefits relative to costs in determining the worth of a product. Benefits include anything a buyer receives in an exchange; costs include anything a buyer must give up to obtain the benefits the product provides. The marketing mix can be used to enhance perceptions of value.
effectively within the unit. The marketing control process consists of establishing performance standards, comparing actual performance with established standards, and reducing the difference between desired and actual performance.
6. To recognize the role of marketing in our society
Marketing is
important in our society in many ways. Marketing costs absorb about half of each buyer’s dollar. Marketing activities are performed in both business and nonprofit organizations. Marketing activities help business organizations generate profits and help fuel the increasingly global economy. Knowledge of marketing enhances consumer awareness. New technology improves marketers’ ability to connect with customers. Socially responsible marketing can promote the welfare of customers and society. Green marketing is a strategic process involving stakeholder assessment to create meaningful long-term relationships with customers while maintaining, supporting, and enhancing the natural environment. Finally, marketing offers many exciting career opportunities.
5. To learn about the process of marketing management
Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to facilitate effective and efficient exchanges. Planning is a systematic process of assessing opportunities and resources, determining marketing objectives, developing a marketing strategy, and preparing for implementation and control. Organizing marketing activities involves developing the marketing unit’s internal structure. Proper implementation of marketing plans depends on coordinating marketing activities, motivating marketing personnel, and communicating
Go to for resources to help you master the content in this chapter as well as materials that will expand your marketing knowledge!
important terms
marketing, 4 customers, 5 target market, 5 marketing mix, 5 product, 7 exchanges, 9 stakeholders,
9 marketing environment, 9 marketing concept, 11 market orientation, 13 relationship marketing, 14 customer-centric marketing, 14 customer relationship management (CRM), 14 value, 15 marketing management, 16 green marketing, 21
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24 Part 1: Marketing Strategy and Customer Relationships
discussion and review questions
1. 2. 3. 4. What is marketing? How did you define the term before you read this chapter? What is the focus of all marketing activities? Why? What are the four variables of the marketing mix? Why are these elements known as variables? What conditions must exist before a marketing exchange can occur? Describe a recent exchange in which you participated. What are the forces in the marketing environment? How much control does a marketing manager have over these forces? Discuss the basic elements of the marketing concept. Which businesses in your area use this philosophy? Explain why. 7. How can an organization implement the marketing concept? 8. What is customer relationship management? Why is it so important to “manage” this relationship? 9. What is value? How can marketers use the marketing mix to enhance customers’ perception
of value? 10. What types of activities are involved in the marketing management process? 11. Why is marketing important in our society? Why should you study marketing?
5.
6.
application questions
2. 1. Identify several businesses in your area that have not adopted the marketing concept. What characteristics of these organizations indicate nonacceptance of the marketing concept? Identify possible target markets for the following products: a. Kellogg’s Corn Flakes b. Wilson tennis rackets 3. c. Disney World d. Diet Pepsi Discuss the variables of the marketing mix (product, price, promotion, and distribution) as they might relate to each of the following: a. A trucking company b. A men’s clothing store c. A skating rink d. A campus bookstore
internet exercise
The American Marketing Association The American Marketing Association (AMA) is the marketing discipline’s primary professional organization. In addition to sponsoring academic research, publishing marketing literature, and organizing meetings of local businesspeople with student members, it helps individual members find employment in member firms. To see what the AMA has to offer you, visit the AMA website at . 1. 2. 3. What type of information is available on the AMA website to assist students in planning their careers and finding jobs? If you joined a student chapter of the AMA, what benefits would you receive? What marketing mix variable does the AMA’s Internet marketing efforts exemplify?
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Chapter 1: An Overview of Strategic Marketing 25
developing your marketing plan
Successful companies develop strategies for marketing their products. The strategic plan guides the marketer as it makes decisions about the attributes of the product, its distribution, promotional activities, and pricing. A clear understanding of the foundations of marketing is essential in formulating a strategy and in the development of a specific marketing plan. To guide you in relating the information in this chapter to the development of your marketing plan, consider the following: 1. Discuss how the marketing concept contributes to a company’s long-term success. 2. 3. Describe the level of market orientation that currently exists in your company. How will a market orientation contribute to the success of your new product? What benefits will your product provide to the customer? How will these benefits play a role in determining the customer value of your product?
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the Interactive Marketing Plan exercise at .
VIDEO CASE 1.1
Method for Success: Marketing Beyond Green
“People against dirty” is the intriguing slogan of the San Francisco–based home and body care brand
Method. The founders say that they seek not only to clean our homes and bodies, but to remove harmful chemicals from our lives as well. All Method products are chemical-free and made with natural, safe ingredients. However, Method has not become one of the fastest-growing brands in the United States (sold in more than 25,000 retail outlets) by focusing only on a green philosophy. The company has attracted customers with hip, eye-catching packaging and edgy marketing communications in online and traditional media. Method was founded in 2000 by former roommates and high school friends Adam Lowry and Eric Ryan. Lowry was a chemical engineer who worked as a climatologist for the Carnegie Institute before becoming Method’s “chief greens keeper.” Ryan was a marketing expert with experience designing campaigns for The Gap and others before becoming Method’s “chief brand architect.” Joining forces to help wean people off of the harmful chemicals used to clean homes and bodies, Lowry and Ryan set out to develop products that were effective and natural, as well as packaged in great-looking containers. Method’s concept is not new. Companies such as Seventh Generation have been around for years, but they had difficulty breaking into the mainstream. When choosing distribution channels, Lowry and Ryan decided to steer away from co-ops and health food stores and instead sought mass recognition and distribution at Target, , and other large retailers. To make this channel strategy work, the founders knew that they could not charge the high prices established by other companies marketing eco-friendly cleaning products. They needed to compete
head-on with the major cleaning brands. Although they’re dedicated to creating products that adhere to strict green standards, Lowry and Ryan agreed from the beginning that taking the green slant would not be the best way to sell their products. With deep-pocketed rivals such as Procter & Gamble and Clorox, the fight to get
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26 Part 1: Marketing Strategy and Customer Relationships
noticed on the shelf is fierce. This is why packaging has always been a major marketing emphasis for Method. To help their products stand out, they enlisted designer Karim Rashid (who has also designed for the likes of Prada and Dirt Devil) to create visually appealing packaging. The result is affordable cleaning products in highly attractive, recyclable bottles made from recycled materials. Customers drawn to the product for its looks or the all-natural scents will be purchasing more nonpolluting green products for their home without even knowing it. In the end, Lowry and Ryan want their approach to create a change in perspective among consumers previously uninterested in going green
or unable to afford to do so. In addition, Method has been ahead of the curve in developing new kinds of cleaning products. The company became an industry leader when it created a triple-concentrated laundry detergent long before major companies began doing so. Method has also taken stock of competitive products already on the market and continually works on making its own brand’s versions more eco-friendly. Cases in point are dryer sheets and the Omop. Conventional dryer sheets are coated in beef fat in order to create soft clothing, but this was unacceptable to Lowry. Looking for a vegetarian solution, the company developed dryer sheets coated with canola oil instead. The Omop, Method’s answer to the Swiffer floor cleaner, is a stylish mop using cloths created from a corn-based plastic product. Unlike Swiffer’s cloths, which are synthetic, the Omop’s cloths are completely biodegradable.
Now, Method’s annual revenues are nearing $100 million, and the company is using multimedia advertising to turn its brand into a household name. One recent print and online campaign contrasted Method’s products and packaging with those of the major brands, urging consumers to “Say no to jugs” (the large containers of detergent marketed by competitors) and “Get off the jugs and get clean.” The ads communicated the benefits of measuring precise amounts of Method’s concentrated detergent from the easy-to-use pump bottle. They also highlighted the eco-friendly, low carbon footprint of Method’s detergent. Product quality, innovation, value, design, convenience, availability, and competitive advantage have all helped Method grow from a small, unknown company
to a profitable mainstream business. Its founders have learned that smart marketing may be the best way to help the environment in the long run. The combination of targeting a fast-growing market segment and cultivating a unique, distinct personality for their green products has allowed Lowry and Ryan to keep Method growing year after year.37
QUESTIONS FOR DISCUSSION 1. 2. 3. How has Method implemented the marketing concept? Why is Method successful in a highly competitive industry? Does the success of Method provide insights about the future of green marketing?
CASE 1.2
Healthy Activia Grows Healthy U.S. Sales
When Groupe Danone launched Activia yogurt, it started a new and highly successful marketing chapter in the Parisbased company’s long, profitable business life. With annual revenues topping $18 billion, Danone was already a major global force in the yogurt industry, responsible for such well-known brands as Dannon and Stonyfield Farm. It also marketed bottled water under Evian and other brands. Danone’s marketers were aiming to boost sales and profits when they developed Activia as the firm’s leading yogurt for consumers interested in healthy eating. In recent years, consumers have been increasingly aware of the health implications of eating properly. Studying the market, Danone’s marketers found that many consumers would be willing to pay premium prices for foods with special nutritional benefits. They decided to position Activia as a yogurt that aids digestion, thanks to its patented probiotic bacteria. They also secured the right to label Activia as having live and active bacterial cultures, based on the National
Yogurt Association’s standards. This labeling reassures consumers of the high quality of Activia’s bacterial ingredients. Activia’s health message struck a chord with consumers, and the brand became an instant sensation, ringing up more than $100 million in sales during its first year alone. Within a few years, Activia was delivering $2 billion in sales worldwide
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Chapter 1: An Overview of Strategic Marketing 27
and spearheading Danone’s aggressive expansion into healthy foods. Company research suggests that with the right marketing, Danone can unlock even more profit potential in the U.S. market for yogurt products. Today, the average annual per capita consumption of yogurt in the United States is 12 pounds. In Europe, however, where consumers are accustomed to yogurt’s tangy taste and its health benefits, yogurt consumption is significantly higher. For example, the average annual per capita consumption of yogurt is 35 pounds of yogurt in Germany and 40 pounds in France. If U.S. consumers start to eat more yogurt, Activia’s sales are very likely to grow as the market expands. In fact, retailers have noticed
higher demand for yogurt, causing them to devote more shelf space in refrigerated sections to such products and set up special displays in high-traffic areas to attract attention. Danone is doing its part to fill that added shelf space in supermarkets and grocery stores worldwide with new Activia flavor and size variations. In the United States, Danone offers Activia yogurt with extra fiber and a wide range of Activia fruit-flavored yogurt drinks, all enriched with the brand’s patented probiotics. In Brazil, Danone appeals to novelty seekers with limited edition flavors such as Activia yogurt with cashews, honey, and oats. In Europe, Danone is selling Activia in single-serving containers for onthe-go convenience. Despite challenging economic circumstances, healthy competition, and a premium price, Activia has succeeded in boosting its sales throughout the Americas and Europe. Danone targets consumers with television, print, and online advertising messages about the Activia brand and the health benefits of its probiotics. It also targets health professionals with messages that cite scientific studies showing the effects of probiotics on digestion. By sending Activia representatives to major medical conferences, Danone gains valuable
© AP Images/PRNewsFoto/The Dannon Company, Inc.
opportunities to discuss the health benefits of probiotics with doctors to encourage them to continue the discussion with consumers. Activia and two other yogurt brands, Actimel and Danonino, have now become indispensable ingredients in Danone’s portfolio of products and its corporate recipe for continued success. Already the global market leader
in fresh dairy products, the company has established 16 Danone Institutes to study nutrition and pursue healthrelated patents for new dairy foods. It also maintains a “biobank” with 3,500 strains of bacteria for research purposes. Moreover, Danone has stepped up its sustainability efforts by changing some of Activia’s packaging to reduce waste without compromising either safety or quality. Looking ahead, Danone’s dairy unit, which includes Activia, will continue to be the company’s biggest revenue generator and the driving force in its strategy of focusing on foods and beverages that enhance health and wellness. New Activia yogurt products geared to local and regional tastes are in the works, based on research into consumer preferences and purchasing patterns. Danone’s marketers are also preparing new communications to explain how Activia’s probiotics work and why they’re important to a healthy lifestyle. What additional marketing activities are needed to push Activia to new market-share heights in the coming years?38 QUESTIONS FOR DISCUSSION 1. 2. Describe the target market for Activia probiotic yogurt. What forces in the marketing environment represent possible opportunities for Danone’s Activia brand? What forces represent potential threats to the Activia brand? How might a customer assess the value of Activia yogurt? Be as specific as possible in your answer.
3.
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notes
Chapter 1
1. Sarah Tolkoff, “Vizio Nearly Doubled TV Sales in 2009,” Orange County Business Journal, February 22, 2010, ; Steven D. Strauss, “Corner Office: Vizio’s William Wang,” Success Magazine, March 1, 2010, ; Beth Snyder Bulik, “Vizio Blu-Ray Player: an America’s Hottest Brands Case Study,” Advertising Age, November 16, 2009, ; vizio. com; American Marketing Association, Dictionary, (accessed March 1, 2010). 2. “Definition of Marketing,” American Marketing Association, AboutAMA/Pages/ DefinitionofMarketing.aspx (accessed July 7, 2010). 3. Michael Lev-Ram, “A Smartphone’s BFF: Teens and Tweens,” Business 2.0, August 24, 2007, . 4. Nike, (accessed March 5, 2010). 5. “Nissan Announces U.S. Pricing on 2010 Cube,” PR Newswire, January 28, 2010. 6. (accessed March 1, 2010). 7. Brooks Barnes, “Movie Studios See a Threat in Growth of Redbox,” New York Times, September 6, 2009. 8. Tim Grierson, “Weezer’s ‘Ratitude’ Gets Off to Slow Sales Start on Billboard Chart,” , November 12, 2009. 9. “Verizon Wireless Launches ‘Don’t Text and Drive’ Ad Campaign,” Verizon Wireless, October 23, 2010, . 10. Brad Stone, “Making Sense of New Prices on Apple’s iTunes,” New York Times, April 7, 2009. 11. Michael Liedtke, “Newspaper Circulation
May Be Worse Than It Looks,” Seattle Times, November 22, 2009. 12. Julie Jargon, “Restaurants Look Beyond Chicken Fingers,” Wall Street Journal, September 1, 2009; Stephanie Clifford, “A Fine Line When Ads and Children Mix,” New York Times, February 14, 2010. 13. Eugene W. Anderson, Claes Fornell, and Sanal K. Mazvancheryl, “Customer Satisfaction and Shareholder Value,” Journal of Marketing 68 (October 2004): pp. 172–185. 14. Xeuming Luo and Christian Homburg, “Neglected Outcomes of Customer Satisfaction,” Journal of Marketing 70 (April 2007). 15. Thomas Rice, “New Fuel-Efficiency Standards Would Choke U.S. Carmakers,” USA Today, May 28, 2009. 16. Ajay K. Kohli and Bernard J. Jaworski, “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing (April 1990): pp. 1–18. 17. Kwaku Atuahene-Gima, “Resolving the Capability-Rigidity Paradox in New Product Innovation,” Journal of Marketing 70 (October 2005): pp. 61–83. 18. Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry Jr., “Creating a Market Orientation,” Journal of Marketing 70 (October 2006), . 19. Sunil Gupta, Donald R. Lehmann, and Jennifer Ames Stuart, “Valuing Customers,” Journal of Marketing Research 41 (February 2004): pp. 7–18. 20. Alan Grant and Leonard Schlesinger, “Realize Your Customers’ Full Profit Potential,” Harvard Business Review (September/ 21. October 1995): p. 59; Peter C. Verhoef, “Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development,” Journal of Marketing (October 2003): p. 30. Jagdish N. Sheth and Rajendras Sisodia,
“More Than Ever Before, Marketing Is Under Fire to Account for What It Spends,” Marketing Manangement (Fall 2005): pp. 13–14. Stephen L. Vargo and Robert F. Lusch, “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing 68 (January 2004): pp. 1–17. Paula Andruss, “New OfficeMax Catalog Courts Women Consumers,” Deliver Magazine, June 29, 2009. Barnes and Noble, ; Sears, (accessed March 1, 2010). Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml, “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing 68 (January 2004): pp. 109–127. V. Kumar and Morris George, “Measuring and Maximizing Customer Equity: A Critical Analysis,” Journal of the Academy of Marketing Science 35 (2007): pp. 157–171. Rajneesh Suri, Chiranjeev Kohli, and Kent B. Monroe, “The Effects of Perceived Scarcity on Consumers’ Processing of Price Information,” Journal of the Academy of Marketing Science 35 (2007): pp. 89–100. Natalie Mizik and Robert Jacobson, “Trading Off Between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis,” Journal of Marketing (January 2003): pp. 63–76. Emily Bryson York, “Grilled Chicken a Kentucky Fried Fiasco,” Ad Age, May 11, 2009. American Red Cross, (accessed March 14, 2010). “U.S. Charitable Giving Reaches $295.02 Billion in 2006,” Giving USA Foundation, Press Release, June 25, 2007, press_releases/gusa/20070625.pdf. Kelly Geyskens, Mario Pandlelaere, Sigfried Dewitte, and Luk Warlop, “The Backdoor to Overconsumption: The Effect of Associating ‘Low-Fat’
Food with Health References,” Journal of Public Policy & Marketing 26 (Spring 2007): pp. 118–125. Nitasha Tiku, “How to Boost Sales with Mobile Coupons,” Inc., December 1, 2009. “Southwest Airlines Fact Sheet,” Southwest Airlines, December 31, 2009, about_swa/press/factsheet.html. “A Day Made Better: 2009 Fact Sheet,” A Day Made Better, October 6, 2009, factsheet.htm. Natalie Zmuda, “Coca-Cola Goes Completely Green at Olympics In Ambitious Eco-Friendly Push, Sponsor Big Red Vows to Produce Zero Waste During Vancouver Games,” Ad Age, February 1, 2010. Stuart Elliott, “A Clean Break with Staid Detergent Ads,” New York Times, February 3, 2010, 2010/02/03/ business/media/03adco.html; Method, methodhome. com; Mark Borden, et al., “The World’s Most Innovative Companies,” Fast Company, March 2008, fastcompany. com; Sarah Van Schagen, “Fighting Dirty,” Grist, March 14,
22.
23. 24. 25.
26.
27.
28.
29. 30. 31.
32.
33. 34. 35. 36.
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37.
N-1
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N-2 Notes
2008, feature/2008/03/14/index.html?source=rss; Rob Walker,
“Consumed: Method,” New York Times, February 29, 2004, . 38. Ladka Bauerova, “Danone Net Climbs 4% as Cheaper Yogurts Boost Sales,” BusinessWeek, February 11, 2010, ; Roseanne Harper, “Culture of Growth,” Supermarket News, February 1, 2010; Donna Berry, “Nutty Ways to Innovate, Dairy Foods (January 2010): pp. 70ff; Julian Mellentin, “Put Fibre First and Reap the Benefits,” Dairy Industries International (January 2010): pp. 16ff; “New Products of the Decade,” Advertising Age, December 14, 2009, p. 16; .
2. 3.
4.
5. 6.
Feature Notes
a. Rupal Parekh, “Clarins Wonders: Can You Crowdsource a Fragrance?” Advertising Age, March 4, 2010, globalnews/article?article_id=142465; Joe Fernandez, “Doritos Offers Consumers the Chance to Create Its Next TV Ad,” New Media Age, February 16, 2010, nma.co.uk/news/doritosoffers-consumers-the-chance-to-create-its-next-tv-ad/3009998. article; Garrick Schmitt, “Can Creativity Be Crowdsourced?” Advertising Age, April 16, 2009, article?article_id=136019. b. “Ford, McDonald’s, IBM, Abbott, Time Inc. to Share Sustainability Strategies,” Environmental Leader, , July 17, 2007 (accessed March 12, 2010); “When Business Tackles Climate Change,” Corporate Climate Response Conference, greenpowerconferences. com/corporateclimateresponse/index.html (accessed March 12, 2010); “Subscription-Based Sustainability Reporting Database Launches,” Environmental Leader, March 1, 2007. c. Leatherman, (accessed March 10, 2010); Fawn Fitter, “Outdoing the Swiss Army Knife,”
Fortune Small Business, July 25, 2007, smbusiness/100123045.fsb/index.htm (accessed March 10, 2010); Shelly Strom, “Leatherman Learns Patent Lesson the Hard Way,” Portland Business Journal, April 12, 2002, portland/stories/2002/04/15/focus4.html (accessed March 10, 2010). d. Katie Ormsby, “‘Green’ Is the New Black,” Seattle Times, February 15, 2010, html/businesstechnology/2011085403_greenretail16. html?prmid=related_stories_section; Ariel Schwartz, “Nike Launches GreenXchange for Corporate Idea-Sharing,” Fast Company, February 2, 2010, blog/arielschwartz/sustainability/nike-launches-greenxchange-corporateidea-sharing; Dan Tapscott, “Davos: Nike and Partners Launch the GreenXchange,” BusinessWeek, January 27, 2010, the_thread/techbeat/archives/2010/01/davos_ nike_and.html; ; ; .
7.
8. 9. 10.
11. 12.
13.
14.
15. 16.
17.
18.
Chapter 2
1. “Day 64: Latest Oil Disaster Developments,” CNN, June 22, 2010, (accessed June 22, 2010); David Leonhardt, “Spillonomics: Underestimating Risk,” New York Times, May 31, 2010, 2010/06/06/ magazine/06fob-wwln-t.html (accessed June 22, 2010); Robert Mackey, “Rig Worker Says BP Was Told of Leak in Emergency System Before Explosion,” New York Times, June 21, 2010, ? scp=5&sq=BP&st=cse
(accessed June 22, 2010); O. C. Ferrell 19.
20.
and Jennifer Jackson, “Case 12: BP (Beyond Petroleum) Focuses on Sustainability,” pp. 586–593. O. C. Ferrell and Michael Hartline, Marketing Strategy, 5th ed. (Mason, OH: South-Western, 2011), p. 10. Christian Homburg, Karley Krohmer, and John P. Workman Jr., “A Strategy Implementation Perspective of Market Orientation,” Journal of Business Research 57 (2004): pp. 1331–1340. Emily Bryson York, “Nestle, Pepsi and Coke Face Their Waterloo,” Advertising Age, October 8, 2007, via Care2 Network, news/member/648204409/503634 (accessed April 5, 2010). Derek F. Abell, “Strategic Windows,” Journal of Marketing (July 1978): p. 21. “About Fresh and Easy Neighborhood Market,” Content/pdfs/FreshEasyFactSheet.pdf (accessed March 15, 2010). Catherine Holahan, “Will Less Be More for AOL?” BusinessWeek Online, July 31, 2006, technology/content/jul2006/tc20060731_168094.htm (accessed April 5, 2010). Gina Chon, “Chrysler Challenge: Burnish Image,” Wall Street Journal, August 24, 2007, p. B3. Ibid. Douglas Bowman and Hubert Gatignon, “Determinants of Competitor Response Time to a New Product Introduction,” Journal of Marketing Research (February 1995): pp. 42–53. “Designed to Grow,” 2007 Annual Report, Procter & Gamble, p. 5. “About Us: Social Responsibility,” Celestial Seasonings, about/community/socialresponsibility.html (accessed April 5, 2010). “Johnson Controls Launches New Brand to Support Focus on Comfort, Safety and Sustainability,” PR Newswire, October 1, 2007, news-releases/ johnson-controls-launches-new-brand-to-support-focus-oncomfort-safety-and-sustainability-58276407.html
(accessed April 5, 2010). Laurence G. Weinzimmer, Edward U. Bond III, Mark B. Houston, and Paul C.Nystrom, “Relating Marketing Expertise on the Top Management Team and Strategic Market Aggressiveness to Financial Performance and Shareholder Value,” Journal of Strategic Marketing (June 2003): pp. 133–159. “Google Cues Up With YouTube,” USA Today, October 10, 2006, p. 1A. Thomas Ritter and Hans Georg Gemünden, “The Impact of a Company’s Business Strategy on Its Technological Competence, Network Competence and Innovation Success,” Journal of Business Research 57 (2004): pp. 548–556. “Designed to Grow,” Proctor & Gamble’s Annual Report, 2007, via doc/281864/Procter-Gamble-2007Annual-Report (accessed March 15, 2010). Stanley F. Slater, G. Tomas M. Hult, and Eric M. Olson, “On the Importance of Matching Strategic Behavior and Target Market Selection to Business Strategy in High-Tech Markets,” Journal of the Academy of Marketing Science 35 (2007): pp. 5–17. Jean L. Johnson, Ruby Pui-Wan Lee, Amit Saini, and Bianca Grohmann, “Market-Focused Flexibility: Conceptual Advances and an Integrative Model,” Journal of the Academy of Marketing Science 31 (2003): pp. 74–89. Delahunty, James, “iPod Market Share at 73.8 Percent, 225 Million iPods Sold, More Games for Touch than PSP & NDS: Apple,” news/article.cfm/2009/09/09/ ipod_market_share_at_73_8_percent_225_million_ipods_sold_ more_games_for_touch_than_psp_nds_apple (accessed April 5, 2010).
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Notes N-3
21. Robert D. Buzzell, “The PIMS Program of Strategy Research: A Retrospective Appraisal,” Journal of Business Research 57 (2004): pp. 478–483. 22. Isabelle Maignan, O. C. Ferrell, and Linda Ferrell, “A Stakeholder Model for Implementing Social Responsibility in Marketing,” European Journal of Marketing 39 (September/ October 2005): pp. 956–977. 23. Coca-Cola 2009 Annual Report, thecoca-colacompany. com/investors/form_10K_2009.html (accessed April 5, 2010). 24. M. Fry and Michael J. Polonsky, “Examining the Unintended Consequences of Marketing,” Journal of Business Research 57 (2005): pp. 1303–1306. 25. Maignan, Ferrell, and Ferrell, “A Stakeholder Model for Implementing Social Responsibility in Marketing.” 26. G. Tomas M. Hult, David W. Cravens, and Jagdish Sheth, “Competitive Advantage in the Global Marketplace: A Focus on Marketing Strategy,” Journal of Business Research (January 2001): pp. 1–3. 27. Kwaku Atuahene-Gima and Janet Y. Murray, “Antecedents and Outcomes of Marketing Strategy Comprehensiveness,” Journal of Marketing 68 (October 2004): pp. 33–46. 28. Christian Homburg, John P. Workman, and Ove Jensen, “Fundamental Changes in Marketing Organization: The Movement Toward a Customer-Focused Organizational
Structure,” Journal of the Academy of Marketing Science (Fall 2000): pp. 459–478. 29. Rajdeep Grewal and Patriya Tansuhaj, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing (April 2001): pp. 67–80. 30. Steve Watkins, “Marketing Basics: The Four P’s Are as Relevant Today as Ever,” Investor’s Business Daily, February 4, 2002, p. A1. 31. Bent Dreyer and Kjell Grønhaug, “Uncertainty, Flexibility, and Sustained Competitive Advantage,” Journal of Business Research 57 (2004): pp. 484–494. 32. Anuradha Kher, “Time-Share Your Pet,” Business 2.0 (September 2007): p. 27. 33. Hemant C. Sashittat and Avan R. Jassawalla, “Marketing Implementation in Smaller Organizations: Definition, Framework, and Propositional Inventory,” Journal of the Academy of Marketing Science (Winter 2001): pp. 50–69. 34. O. C. Ferell and Michael Hartline, Marketing Strategy (Mason, OH: South-Western Cengage Learning, 2008), p. 257. 35. Maki Shirakai and Kazue Somiya, “Yoshinoya to Add 100 Restaurants as Consumers Seek Budget Meals,” Bloomberg News, January 15, 2009, apps/news? pid=20601101&sid=aZPhvBeGwJo0&refer=japan (accessed April 5, 2010). 36. Robert W. Palmatier, Lisa K. Scheer, and Jan-Benedict E. M. Steenkamp, “Customer Loyalty to Whom? Managing the Benefits and Risks of Salesperson-Owned Loyalty,” Journal of Marketing Research XLIV (May 2007), marketingpower. com/AboutAMA/Pages/AMA%20Publications/AMA%20 Journals/Journal%20of%20Marketing%20Research/TOCs/ summary%20may%2007/CustomerLoyaltyjmrmay07.aspx (accessed April 5, 2010). 37. Chezy Ofir and Itamar Simonson, “The
Effect of Stating Expectations on Customer Satisfaction and Shopping Experience,” Journal of Marketing Research XLIV (February 2007), gsb.stanford.edu/facseminars/pdfs/2007_01-31_ Simonson_Related_Paper.pdf (accessed April 5, 2010). 38. Kee-hung Lee and T. C. Edwin Cheng, “Effects of Quality Management and Marketing on Organizational Performance,” Journal of Business Research 58 (2005): pp. 446–456; Wuthichai Sittimalakorn and Susan Hart, “Market Orientation Versus Quality Orientation: Sources of Superior Business
39. 40. 41.
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Performance,” Journal of Strategic Marketing 12 (December 2004): pp. 243–253. Philip B. Crosby, Quality Is Free: The Art of Making Quality Certain (New York: McGraw-Hill, 1979), pp. 9–10. Piercy, Market-Led Change. Douglas W. Vorhies and Neil A. Morgan, “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage,” Journal of Marketing 69 (January 2005): pp. 80–94. Kenneth W. Thomas and Betty A. Velthouse, “Cognitive Elements of Empowerment: An ‘Interpretive’ Model of Intrinsic Task Motivation,” Academy of Management Review (October 1990): pp. 666–681. Rohit Deshpande and Frederick E. Webster Jr., “Organizational Culture and Marketing: Defining the Research Agenda,” Journal of Marketing (January 1989): pp. 3–15. Eric M. Olson, Stanley F. Slater, and G. Tomas Hult, “The Performance Implications of Fit Among Business Strategy, Marketing Organization Structure, and Strategic Behavior,” Journal of Marketing 69 (July 2005): pp. 49–65. Bernard J. Jaworski, “Toward a Theory of Marketing Control: Environmental Context, Control Types, and Consequences,”
Journal of Marketing (July 1988): pp. 23–39. “2009 Initial Quality Study,” J.D. Power & Associates (accessed March 15, 2010). “Sioux City,” White Rock, SiouxCity.cfm (accessed April 24, 2010), “Drink Boxes,” White Rock, DrinkBoxes.cfm (accessed April 24, 2010); “White Rock Timeline,” White Rock, Timeline.cfm (accessed April 24, 2010); “CREATIVE Beverage Merchandising,” Creative Beverage, April/May 2005, cbev505.html (accessed April 24, 2010); PR Newswire, “Coca-Cola’s Santa Claus: Not the Real Thing!,” PR News Online, December 15, 2006, prnewswire/407.html (accessed April 24, 2010). D. Goldman, June 2, 2009, retrieved October 26, 2009, from CNN Money: companies/auto_sales/index.htm, S. Arvizu. Triple Pundit, April 2009, retrieved October 26, 2009, from triplepundit. com/2009/04/electric-cars-for-the-masses-fords-new-strategy; O. Ferrell, W. M. Pride, Foundations of Marketing 3rd ed. (Boston: Houghton Mifflin, 2009); David Kiley, “One World, One Car, One Name,” BusinessWeek, March 13, 2008, magazine/content/08_12/ b4076063825013.htm (accessed November 1, 2009); Mike Thomas, “Fiesta Is New Ford Small Car,” Ford, February 15, 2008, about-ford/news-announcements/featuredstories/featured-stories-detail/ford-fiesta-geneva (accessed November 1, 2009); Keith Bradsher and Vikas Baja, “Ford Shifts and Gains Ground in Asia,” New York Times, 2010/03/31/business/global/31ford.html (accessed July 8, 2010). Donald L. Barlett, and
James B. Steele, “Monsanto’s Harvest of Fear,” May 5, 2008, Vanity Fair, politics/ features/2008/05/monsanto200805 (accessed August 25, 2009); “Biotech Cotton Improving Lives of Farmers, Villages in India,” Monsanto, responsibility/ sustainable-ag/biotech_cotton_india.asp (accessed March 31, 2009); “Corporate Profile,” Monsanto, investors/corporate_profile.asp (accessed March 15, 2009); Lauren Etter and Rebecca Townsend, “Monsanto’s Profits Shoot Higher,” January 8, 2009; Ellen Gibson, “Monsanto,” BusinessWeek, December 22, 2008, p. 51; “Growing Hope in Africa,” Monsanto, responsibility/ our_pledge/stronger_society/growing_self_sufficiency.asp (accessed March 31, 2009); Brian Hindo, “Monsanto: Winning the Ground War,” BusinessWeek, December 6, 2007, pp.
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N-4 Notes
35–41; Andrew Martin, “Fighting on a Battlefield the Size of a Milk Label,” New York Times, March 9, 2008, nytimes. com/2008/03/09/business/09feed.html?ex=1362805200&en= 56197f6ee92b4643&ei=5124&partner=permalink&expro d=permalink (accessed March 2, 2009); “Milk Labeling— Is Monsanto Opposed to Truth in Labeling?,”
Monsanto, monsanto_today/for_the_record/ rbst_milk_labeling.asp (accessed March 2, 2009); “Monsanto & NGO ISAP Launch Project Share—Sustainable Yield Initiative to Improve Farmer Lives,” Monsanto, http:// monsanto.index.php?s=43&item=693 (accessed March 31, 2009); “Monsanto Company— Company Profile, Information, Business Description, History, Background Information on Monsanto Company,” history2/92/Monsanto-Company. html (accessed March 20, 2009); “Monsanto Fund,” Monsanto Fund, asp/About_the_Fund/ Main_Menu.as (accessed April 1, 2009); “Monsanto Mania: The Seed of Profits,” iStockAnalyst, article/viewarticle.aspx?articleid=1235584&zoneid=Home (accessed April 12, 2009); Claire Oxborrow, Becky Price, and Peter Riley, “Breaking Free,” Ecologist 38, no. 9 (November 2008): pp. 35–36; Andrew Pollack, “So What’s the Problem with Roundup?” Ecology Center, January 14, 2003, factsheets/roundup.html (accessed March 25, 2009); “Produce More,” Monsanto ( responsibility/sustainable-ag/produce_more.as (accessed April 1, 2009); “Seed Police?” Monsanto, seedpatentprotection/monsanto_seed_police.asp (accessed March 30, 2009); “The Parable of the Sower,” The Economist, November 21, 2009, pp. 71–73.
c. “About Crocs,” pany/history/ (accessed March 5, 2009); Diane Anderson, “When Crocs Attack,” Business 2.0, November 2006, http:// money. magazines/business2/business2_archive/2006/11/01/8392028/ index.htm (accessed March 5, 2009); YOU by Crocs, ;
Crocs SEC Filings, pany/ investor/sec_filings (accessed March 5, 2009). d. “McDonald’s Green Initiatives Different for Individual Markets,” Environmental Leader, December 23, 2007, 2007/12/23/mcdonalds-greeninitiatives-different-for-individual-markets, (accessed March 17, 2008); “McDonalds Gets A+ for Sustainability Reporting,” January 10, 2008, corp/values/robert_ center_rating.html (accessed March 17, 2008); Nichola Groom, “McDonald’s Sees Restaurants as Green Laboratories,” Reuters, December 20, 2007, article/ousiv/ idUSN2041601020071220?sp5true (accessed March 24, 2008).
Chapter 3
1. Elizabeth Garone, “A Hole-in-One Idea,” Wall Street Journal, February 9, 2010, ; “Geox Posts In-Line Earnings After Reorganization,” Reuters, February 26, 2010, article/idUSLDE61P0XD20100226; “Power 100: #76, Mario Polegato, Founder, Chairman; Geox,” Footwear News, November 2, 2009, pp. 12ff; Pitsinee Jitpleecheep, “Italy’s Geox Puts Best Foot Forward in Asia,” Bangkok Post (Thailand), October 5, 2009, ; . 2. “ Announces Sales Winners and Losers for 2009 Hyundai, Kia and Subaru Only Makes to Experience Growth; Camaro the Most Successful Launch.” PR-, December 12, 2009. 3. Jon Sicher, “Top 10 CSD Results for 2008,” Beverage Digest, March 30, 2009. 4. O. C. Ferrell and Michael Hartline, Marketing Strategy (Mason, OH: South-Western, 2011). 5. Miguel Helft, “Google Introduces Nexus One, Its Rival to the iPhone,” New York Times, January 5, 2010. 6. Ferrell and Hartline, Marketing Strategy.
7. Aron O’Cass and Liem Viet Ngo, “Balancing External Adaptation and Internal Effectiveness: Achieving Better Brand Performance,” Journal of Business Research 60 (January 2007): pp. 11–20. 8. Eberhard Stickel, “Uncertainty Reduction in a Competitive Environment,” Journal of Business Research 51 (2001): pp. 169–177. 9. Vanessa Fuhrmans and Kate Linebaugh, “Luxury Car Makers Push Function More Than Flash,” Wall Street Journal, January 13, 2010. 10. U.S. Bureau of the Census, “Income Poverty, and Health Insurance Coverage in the U.S.: 2008,” Press Release, September 10, 2009, (accessed March 12, 2010). 11. Telis Demos, “Does Bling Beat the Market?” Fortune, September 17, 2007, p. 77. 12. Jeff Almer, “Is the FDA Inept? Peanut Butter Salmonella Outbreak Sparks Anger, Reforms,” Los Angeles Times, February 6, 2010. 13. “Clients Lobbying on H.R. 3200,” The Center for Responsive Politics, lobby/billsum.php?id=109547 (accessed March 12, 2010). 14. James Kanter, “Europe Fines Intel $1.45 Billion in Antitrust Case,” New York Times, May 13, 2009. 15. David Stout, “Senate Passes Bill to Restrict Credit Card Practices,” New York Times, May 19, 2009.
Feature Notes
a. ZipCar, (accessed March 15, 2010); Joseph Pisani, “Car Sharing Takes Off,” CNBC, December 4, 2009, id/34257797 (accessed March 15, 2010); Paul Keegan, “The Best in Business,” Fortune, September 14, 2009, pp. 42–52; Kunur Patel, “Zipcar: An America’s Hottest Brands Study Case,” Advertising Age, November 16, 2009, article?article_id=140495 (accessed March 15, 2010); “Zipcar, San Francisco Launch Plug-in Hybrid Pilot
Program,” , February 19, 2009, index.cfm/go/news.display/id/17703 (accessed March 15, 2010). b. Michelle Conlin, “Look Who’s Stalking Wal-Mart,” BusinessWeek, December 7, 2009, pp. 30–33; Ann Zimmerman, “Target Cooks Up Rebound Recipe in Grocery Aisles,” Wall Street Journal, May 12, 2009, p. B1; Andrew Ross Sorkin, “As It Battles Ackman and Wal-Mart, Target Pushes Basics,” New York Times, May 27, 2009, . com/2009/05/27/as-it-battles-ackman-and-wal-mart-targetpushes-basics (accessed February 20, 2010); Anthony Zumpano, “Target Changes Strategy, and Possibly Future of Supermarkets,” brandchannel, January 22, 2010, home/post/2010/01/22/Target-Changes-Strategy-And-PossiblyFuture-of-Supermarkets.aspx (accessed February 20, 2010); Pallari Gogoi, “How Walmart Turned the Tide Against Archrival Target,” Daily Finance, February 17, 2010, story/in-epic-battle-of-discounters-wal-mart-iswinning-ad-war-with-t/19361004 (accessed February 20, 2010); Nicole Maestri, “Wal-Mart, Target Seek Big Returns in Small Store,” Reuters, February 4, 2010, article/idU STRE6134ZR20100204?type=smallBusinessNews (accessed February 20, 2010); (accessed February 21, 2010).
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Notes N-5
16. “LifeLock Will Pay $12 Million to Settle Charges by the FTC and 35 States That Identity Theft Prevention and Data Security Claims Were False,” Federal Trade Commission, press release, March 9, 2010, . 17. Natasha Singer, “A Birth Control Pill That Promised Too Much,” New York Times, February 10, 2009. 18. “PhRMA Guiding Principles: Direct to Consumer Advertisements,” Pharmaceutical Research and Manufacturers of America, December 2008, . 19. Jonathan D. Epstein, “BBB Expels Two Contractors over Complaints; Two Collection Agencies Quit,” The Buffalo News, October 4, 2007. 20. Todd Wasserman, “Powerade-Gatorade Dispute Goes to FTC,” Brandweek, May 4, 2009. 21. “Panel Update,” NARB Quarterly 5 (Summer 2007), quarterly/07summer.aspx. 22. Mike Dolan, “Vonage Mobile for iPhone and Blackberry Now Ready for Download,” Fierce VoIP, October 5, 2009, . 23. Bruce Horovitz, “More Takeout Orderers Are All Thumbs,” USA Today, January 3, 2008, tech/ webguide/internetlife/2008-01-03-text-ordering-food_N.htm. 24. Liz Gannes, “Time Spent Watching Video Jumps 40% in One Year,” NewTeeVee, January 5, 2009, . 25. Debbie McAlister, Linda Ferrell, and O. C. Ferrell, Business and Society (Mason, OH: South-Western Cengage Learning, 2011), pp. 352–353. 26. Ibid. 27. Vladmir Zwass, “Electronic Commerce: Structures and Issues,” International Journal of Electronic Commerce (Fall 2000): pp. 3–23. 28. “Continued
CD Sales Declines in 2008, but Music Listening and Digital Downloads Increase,” The NPD Group, Press Release, March 17, 2009, press/releases/ press_090317a.html. 29. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010 (Washington DC: Government Printing Office, 2009), p. 15. 30. , (accessed March 8, 2010). 31. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010, p. 75. 32. Ibid., p. 15. 33. U.S. Bureau of the Census, “Census Bureau Launches 2010 Census Advertising Campaign,” January 14, 2010, . 34. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010, p. 58. 35. U.S. Bureau of the Census, “Projections of the Population by Sex, Race, and Hispanic Origin for the United States: 2010 to 2050,” August 14, 2008, population/www/ projections/summarytables.html. 36. “Hispanic Purchasing Power: Projections to 2015,” Hispanic Business Inc, May 2008, . asp?id=222. 37. Lauren Bell, “Power Market,” DMNews, July 28, 2008, . 38. “Parents Grossly Underestimate the Influence Their Children Wield Over In-Store Purchases,” Science News, March 17, 2009, . 39. about (accessed March 10, 2010). 40. Marc Eisen, “Organic Industry Under Strain as 21st Annual Conference Opens,” WisBusiness, February 26, 2010, index.iml?Article=186912; CROPP Cooperative, farmers.coop; Organic Valley, anicvalley.coop.
41. Ben Sills,
“First Solar’s Ahearn, Wal-Mart Protégé, Slashes Stake,” BusinessWeek, February 25, 2010, news/2010-02-25/first-solar-s-ahearnwal-mart-protege-slashes-stake-update2-.html; Poornima Gupta, “U.S. Solar Startup Aims to Match First Solar’s Cost,” Reuters, February 10, 2010, article/idUSN1017639820100211; John Letzing, “First Solar Nabs China Contract to Build World’s Largest Field,” MarketWatch, September 9, 2009, marketwatch. com; “Company Information Overview,” First Solar, company_overview.php; “High-Flying First Solar Takes Aim at Utility.”
Feature Notes
a. Mark Milian, “What’s A #spon Tweet? It’s a Twitter Ad, Silly,” Los Angeles Times Technology, February 18, 2010, ; Kayleen Schaefer, “New F.T.C. Rules Have Bloggers and Twitterers Mulling,” New York Times, October 14, 2009, ; Alan Friel, “Navigating FTC’s Guidance on Social Media Marketing,” November 30, 2009, . b. Michael V. Copeland, “The Light Bulb Goes Digital,” Fortune, February 8, 2010, pp. 33–38; James Kanter, “Europe’s Ban on Old-Style Bulbs Begins, August 31, 2009, http:// ; John Ewoldt, “Dollars & Sense: On the Lookout for LEDs,” Star Tribune (Minneapolis), November 4, 2009, p. 1E. c. Chaniga Vorasarun, “Clean Machine: James Dyson Got Rich Taking Bags out of Vacuums. Now He Aims to Take Some Bugs out of Public Restrooms,” Forbes, March 24, 2008, pp. 98–99; “The Dyson Story: The Airblade Hand Dryer-Clean Home, Clean Hands,” technology/airblade. asp (accessed March 24, 2010); Steve Hamm,
“The Vacuum Man Takes On Wet Hands,” BusinessWeek, July 2, 2007, magazine/content/07_27/b4041063. htm?chan5search (accessed March 24, 2010). d. Anderson Cooper, “ A Life Saver Called ‘Plumpy’nut’,” 60 Minutes, CBS News, October 21, 2007, stories/2007/10/19/60minutes/main3386661.shtml (accessed March 2, 2009); “WHO Experts Raise Antiquated Nutrition Standards,” Doctors without Borders, October 10, 2007, (accessed March 2, 2009); “Plumpy’nut in the Field,” Nutriset, nutriset.fr/index.php?option=com_content&task=view&i d=41&Itemid=33 (accessed March 2, 2009).
Chapter 4
1. John Hechinger, “FTC Criticizes College-Themed Cans in Anheuser-Busch Marketing Efforts,” Wall Street Journal, August 25, 2009, pp. B1, B4; Steve Wieberg and Steve Berkowitz, “Has College Sports Marketing Gone Too Far?” USA Today, April 2, 2009, pp. 1A–2A; Xorje Olivares, “‘Fan Can’ Beers Come in School Colors of 26 Universities: Invites Binge Drinking?,” ABC News, August 28, 2009, . com/Business/anheuser-buschs-bud-light-markets-beer-collegestudents/story?id=8418866 (accessed January 22, 2010); David Wharton, “Court Ruling in Reggie Bush Case Could Lead to Depositions,” Los Angles Times, December 29, 2009, http:// articles.2009/dec/29/sports/la-sp-usc-reggie-bush292009dec29 (accessed January 22, 2010); William Donovan, “Socially Responsible Investing Blog,” , August 23, 2009, (accessed January 23, 2010); Annie Thomas, “University Puts Halt
to Bud Light ‘Fan
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N-6 Notes
2.
3.
4. 5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16. 17.
Can’ Gimmick,” Michigan Daily, September 6, 2009, content/university-puts-halt-bud-light-fancan-gimmick?page=0,1 (accessed January 23, 2010); “NCAA Reportedly Finally Interviews Reggie Bush,” SportingNews, January 11, 2010, college-football/ article/2010-01-11/ncaa-reportedly-finally-interviews-reggiebush (accessed January 24, 2010); (accessed January 24, 2010). Peter R. Darke and Robin J. B. Ritchie, “The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust,” Journal of Marketing Research, 4, no. 1 (February 2007): pp. 114–127. Isabelle Maignan and O. C. Ferrell, “Corporate Social Responsibility and Marketing: An Integrative Framework,” Journal of the Academy of Marketing Science 32 (January 2004): pp. 3–19. Indra Nooyi, “The Responsible Company,” World in 2008 issue, The Economist, March 31, 2008, p. 132. Charles Toutant, “GE Unit Ordered to Pay $11.3 Million Over False-Advertising Claims Against Competitor,” , April 14, 2009,
via jsp/article.jsp?id=1202429880602 (accessed February 4, 2010). “NAFE Announces Top Companies for Female Executives,” Avon, March 16, 2009, . com/page-134-NAFE-Announces-Top-Companies-for-FemaleExecutives (accessed February 5, 2010); “The Avon Breast Cancer Crusade,” Avon, women/ avoncrusade/index.html (accessed February 5, 2010). Isabelle Maignan and O. C. Ferrell, “Antecedents and Benefits of Corporate Citizenship: An Investigation of French Businesses,” Journal of Business Research 51 (2001): pp. 37–51. Debbie Thorne, Linda Ferrell, and O. C. Ferrell, Business and Society: A Strategic Approach to Social Responsibility, 4th ed. (Boston: Houghton Mifflin, 2011), pp. 38–40. O. C. Ferrell, “Business Ethics and Customer Stakeholders,” Academy of Management Executive 18 (May 2004): pp. 126–129. “2007 Corporate Citizenship Report,” Pfizer, pfizer. com/files/corporate_citizenship/cr_report_2007.pdf (accessed February 10, 2010). Archie Carroll, “The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders,” Business Horizons (July/August 1991): p. 42. “U.S. Retailers Face $ 191 Billion in Fraud Losses Each Year,” NACS Online, November 16, 2009, NACS/News/Daily/Pages/ND1116091.aspx (accessed February 5, 2010); “Common Types of Fraud: Healthcare Fraud and False Claims,” Pietragallo Gordon Alfano Bosick & Raspanti, LLP, mon_frauds_healthcare.php (accessed February 5, 2010). Reuters, “Intel Pays AMD $1.25 Billion to Settle All Disputes,” Wired, November 12, 2009, epicenter/2009/11/
intel-pays-amd-125-billion-to-settle-all-disputes/ (accessed January 29, 2010). Todd Cohen, “Corporate Givers Regroup in Recession,” Inside Philanthropy, October 19, 2009, . 2009_10_01_archive.html (accessed February 5, 2010). “Haiti Relief: Corporate Donations — See How Much Major Companies Are Donating,” The Huffington Post, January 20, 2010, 2010/01/15/haiti-reliefcorporate-do_n_424710.html (accessed February 5, 2010). “Community,” Kerbey Lane Café, about/community (accessed February 5, 2010). “Save Lids to Save Lives,” Yoplait, slsl/# (accessed February 5, 2010).
18. “Consumer Behavior Study Confirms Cause-Related Marketing Can Exponentially Increase Sales,” Cone, October 1, 2008, contribute/conestudynew.pdf (accessed February 5, 2010) 19. Thorne, Ferrell, and Ferrell, Business and Society, p. 335. 20. Jim Witkin, “Despite Recession, Home Depots Keeps on Giving,” Triple Pundit, February 9, 2010, triplepundit. com/2010/02/despite-recession-home-depot-keeps-ongiving/ (accessed February 12, 2010) Habitat for Humanity International and The Home Depot Foundation announce national expansion of “Partners In Sustainable Building,” Habitat for Humanity, August 4, 2009, newsroom/2009archive/08_04_2009_HFH_Home_Depot_ Foundation.aspx (accessed February 5, 2010). 21. Miguel Bustillo, “Wal-Mart to Assign New ‘Green’ Ratings, Wall Street Journal, July 17, 2009, SB124766892562645475.html (accessed February 12, 2010). 22. Amanda Schupak, “An Inconvenient Paint,”
Forbes, March 26, 2007, p. 70. 23. “HP Eco Solutions,” Hewlett-Packard, hpinfo/ globalcitizenship/environment/recycling/unwanted-hardware. html (accessed February 5, 2010). 24. “Welcome to Eco Options: Sustainable Forestry,” Home Depot, ecooptions/index.html? (accessed February 5, 2010). 25. “Better Banana Project,” Chiquita, chiquita/ discover/owbetter.asp (accessed February 5, 2010). 26. Paul Hawken and William McDonough, “Seven Steps to Doing Good Business,” Inc., (November 1993): pp. 79–90. 27. Jill Gabrielle Klein, N. Craig Smith, and Andrew John, “Why We Boycott: Consumer Motivations for Boycott Participation,” Journal of Marketing 68 (July 2004): pp. 92–109. 28. Christian Homburg and Andreas Fürst, “How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach,” Journal of Marketing 69 (July 2005): pp. 95–114. 29. Marc Gunther, “Bet Buy Wants Your Electronic Junk,” Fortune, December 2009, technology/best_buy_recycling.fortune/index.htm (accessed February 12, 2010). 30. “Ecological Initiatives” Weaver Street Market, weaverstreetmarket.coop/index.php?option=com_content&task= view&id=109&Itemid=212 (accessed February 5, 2010). 31. “Take Charge of Education,” Target, site/en/corporate/page.jsp?contentId=PRD03-005174&ref=sr_ shorturl_tcoe (accessed February 6, 2010). 32. Kyle Cassidy, “Brewing Change: Why Craft Beer Makers Go Green,” Wend, June 24, 2009, greenery/ 2009/06/sustainable-craft-brewing/ (accessed February 9, 2010). 33. “2009 Trust Barometer,”
Edelman Trust Barometer, trust/2009/ (accessed February 6, 2010). 34. “Countrywide Financial: The Subprime Meltdown,” in Thorne, Ferrell, Ferrell, Business & Society, pp. 512–519. 35. Susan Heavey, “U.S. Joins Lawsuits against J&J over Marketing,” Reuters, February 19, 2009, article/ idUSTRE51I7L920090219 (accessed February 8, 2010). 36. Bruce Horowitz, “Unilever Gets All the Trans Fat Out of Its Margarines,” USA Today, July 27, 2009, usatoday. com/money/industries/food/2009-07-26-trans-fat-unilever_N. htm?csp=34 (accessed February 8, 2010); David Zinczenko with Matt Goulding, Eat This, Not That, pr/ eat_this_not_that.pdf (accessed February 8, 2010). 37. Tim Barnett and Sean Valentine, “Issue Contingencies and Marketers’ Recognition of Ethical Issues, Ethical Judgments and Behavioral Intentions,” Journal of Business Research 57 (2004): pp. 338–346.
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Notes N-7
38. Shari R. Veil, and Michael L. Kent, “Issues Management and Inoculation: Tylenol’s Responsible Dosing Advertising,” Public Relations Review 34 (2008): pp. 399–402. Taken from Elsevier website,
Veil_Kent_2008.pdf (accessed July 6, 2010). 39. “PhRMA Guiding Principles Direct to Consumer Advertisements about Prescription Medicines,” phrma. org/files/attachments/PhRMA%20Guiding%20Principles_ Dec%2008_FINAL.pdf (accessed February 12, 2010). 40. David E. Sprott, Kenneth C. Manning, and Anthony D. Miyazaki, “Grocery Price Setting and Quantity Surcharges,” Journal of Marketing (July 2003): pp. 34–46. 41. Stephen Taub, “SEC Probing Harley Statements,” , July 14, 2005, article.cfm/4173321/c_4173841?f= archives&origin=archive. 42. Helena Bottemiller, “China Launches Food Safety Commission,” Food Safety News, February 11, 2010, foodsafetynews. com/2010/02/china-launches-food-safety-commission/ (accessed February 12, 2010). 43. “The Ethics of American Youth: 2008,” Josephson Institute Center for Youth Ethics reportcard/2008/index.html (accessed February 11, 2010). 44. Peggy H. Cunningham and O. C. Ferrell, “The Influence of Role Stress on Unethical Behavior by Personnel Involved in the Marketing Research Process” (working paper, Queens University, Ontario, 2004), p. 35. 45. Joseph W. Weiss, Business Ethics: A Managerial, Stakeholder Approach (Belmont, CA: Wadsworth, 1994), p. 13. 46. O. C. Ferrell, Larry G. Gresham, and John Fraedrich, “A Synthesis of Ethical Decision Models for Marketing,” Journal of Macromarketing (Fall 1989): pp. 58–59. 47. Ethics Resource Center, “The Ethics Resource Center’s 2009 National Business Ethics Survey: Ethics in the Recession” (Washington, DC: Ethics Resource Center, 2009), p. 9. 48. Barry J. Babin, James S. Boles, and Donald
P. Robin, “Representing the Perceived Ethical Work Climate Among Marketing Employees,” Journal of the Academy of Marketing Science 28 (2000): pp. 345–358. 49. Ferrell, Gresham, and Fraedrich, “A Synthesis of Ethical Decision Models for Marketing.” 50. Lawrence B. Chonko and Shelby D. Hunt, “Ethics and Marketing Management: A Retrospective and Prospective Commentary,” Journal of Business Research 50 (2000): 235–244. 51. Linda K. Trevino and Stuart Youngblood, “Bad Apples in Bad Barrels: A Causal Analysis of Ethical Decision Making Behavior,” Journal of Applied Psychology 75 (1990): pp. 378–385. 52. Ethics Resource Center, “The Ethics Resource Center’s 2009 National Business Ethics Survey,” p. 41. 53. Ethics Resource Center, “The Ethics Resource Center’s 2007 National Business Ethics Survey,” p. ix. 54. Ethics Resource Center, “The Ethics Resource Center’s 2009 National Business Ethics Survey: Ethics in the Recession” (Washington, DC: Ethics Resource Center, 2009), p. 36. 55. Marjorie Kelly, “Tyco’s Ethical Makeover,” Business Ethics (Summer 2005): pp. 14–19. 56. “Welcome to HCA Ethics and Compliance,” HCA Healthcare, (accessed January 7, 2008); O. C. Ferrell, John Fraedrich, and Linda Ferrell, Business Ethics: Ethical Decision Making and Cases, 6th ed. (Boston: Houghton Mifflin, 2005), pp. 407–424. 57. “Social Responsibility Statement,” American Apparel & Footwear Association, LegislativeTradeNews/SocialResponsibility.asp (accessed February 5, 2010); “About WRAP,” WorldwideResponsible
58.
59.
60. 61.
62.
63. 64.
65.
66. 67.
68.
Apparel Production, modules.php?name=
Content&pa=showpage&pid=3 (accessed February 5, 2010). “2009’s 100 Most Influential People in Business Ethics,” Ethisphere, December 16, 2009, (accessed February 8, 2010). David Sarno, Peter Y. Hong, and W.J. Hennigan, “Wells Fargo Fires Executive Accused of Using Bank-Owned Malibu Home,” Los Angeles Times, September 15, 2009, . com/keyword/employee-misconduct (accessed February 8, 2010). Sir Adrian Cadbury, “Ethical Managers Make Their Own Rules,” Harvard Business Review (September/October 1987): p. 33. Caren Epstein, “Food Companies Marketing Products to People Living with Chronic Disease,” The Fort Colllins Coloradoan, November 13, 2005, p. E4. Olstad, Scott, “A Brief History of Cigarette Advertising,” Time, June 15, 2009, time/nation/ article/0,8599,1904624,00.html (accessed July 8, 2010); Jon P. Nelson, “Cigarette Advertising Regulation: A Meta-Analysis,” originally published in International Review of Law and Economics 26 no. 2, (June 2006): pp. 195–226. Downloaded from (accessed July 8, 2010). Ferrell, Fraedrich, and Ferrell, Business Ethics, pp. 27–30. Marjorie Kelly, “Holy Grail Found: Absolute, Definitive Proof That Responsible Companies Perform Better Financially,” Business Ethics, Winter 2005, current_issue/winter_2005_holy_grail_article.html; Xueming Luo and C. B. Bhattacharya, “Corporate Social Responsibility, Customer Satisfaction, and Market Value,” Journal of Marketing 70 (October 2006), marketingpower.
com; Isabelle Maignan, O. C. Ferrell, and Linda Ferrell, “A Stakeholder Model for Implementing Social Responsibility in Marketing,” European Journal of Marketing 39 (September/ October 2005): pp. 956–977. “Corporate Citizenship Study,” Burson-Marsteller, June 2009, Innovation_and_insights/ blogs_and_podcasts/BM_Blog/Documents/Corporate%20 Citizenship%20Executive%20Summary.pdf (accessed February 10, 2010), pp. 3, 7. Maignan, Ferrell, and Ferrell, “A Stakeholder Model for Implementing Social Responsibility in Marketing.” Ariel Schwartz, “The Putting Lot: An Urban Golf Course in Brooklyn,” Fast Company, April 15, 2009, fastcompany. com/blog/ariel-schwartz/sustainability/putting-lot-urban-golfcourse-brooklyn (accessed April 27, 2010); “Answers to Some Frequently Asked Questions about the Putting Lot,” Press Release, Putting-Lot_About.pdf (accessed April 27, 2010); Tim McKeough, “Playful Recycling,” New York Times, May 27, 2009, 2009/05/28/garden/28shop. html?_r=1&ref=garden (accessed April 27, 2010); “The Putting Lot, Mini Golf Collective,” Gothamist, . com/2009/05/28/the_putting_lot.php (accessed April 27, 2010). “Think Adoption First” program, About PETCO: Petco’s Company Information Site, (accessed April 28, 2010); Pet Overpopulation, The Humane Society of the United States, humanesociety. org/issues/pet_overpopulation/ (accessed April 28, 2010); Pet Ownership Stats, The American Society for the Prevention of Cruelty to Animals, pet-care/pet-ownershipstats.html
(accessed April 28, 2010); Industry Statistics & Trends, American pet Products Association, press_industrytrends.asp (accessed April 28, 2010); “Tree of Hope Raises Record $4 million to Help Animals in Need,” Press Room, January 6, 2010,
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N-8 Notes
(accessed April 28, 2010). 69. Francine Kopun, “Earth-friendly Shoes,” Toronto Star, April 12, 2010, ; “Timberland to Increase Use of Digital through New European Manager Role,” New Media Age, March 4, 2010, p. 7; “Consumer Spending Shifts Down as Mindset Changes,” Food Institute Report, January 11, 2010, p. 8; Desda Moss, “The Value of Giving,” HR Magazine (December 2009): pp. 22ff; “Timberland Partners with Reliance Brands,” Professional Services Close-up, December 9, 2009; “Timberland Reduces GHG Emissions 36%,” Environmental Leader, April 8, 2010, ; .
Feature Notes
a. (accessed November 29, 2009); Leslie Kaufman, “Nudging Recycling from Less Waste to None,” New York Times, October 20,
2009, 2009/10/20/ science/earth/20trash.html (accessed October 20, 2009); “Fifth Group Restaurant,” Glass Packing Institute, fifth-group-restaurants.html (accessed November 29, 2009); “Fifth Group Comes in First,” Georgia Green Dining Guide, May 14, 2009, hellohellohellohello.aspx (accessed November 29, 2009). b. “Who Really Pays for CSR Initiatives,” Environmental Leader, February 15, 2008, 2008/02/15/ who-really-pays-for-csr-initiatives/ (accessed February 12, 2010); “Global Fund,” en/ (accessed February 12, 2010). c. Megha Bahree, “Sorghum Beats Corn (Maybe),” Forbes, September 7, 2009, pp. 98–99; Ben Wright, “Averting Disaster,” Wall Street Journal, December 7, 2009, http:// online.article/SB126013576440879119.html (accessed December 16, 2009); Richard Harris, “Scientists: Biofuel Laws May Harm Environment,” NPR’s Morning Edition, October 23, 2009, templates/story.php?storyId=114055974 (accessed February 9, 2010); “Biofuels—New Report Brings Greater Clarity to Burning Issue,” United Nations Environment Programme, October 16, 2009, Documents. Multilingual/Default.asp?DocumentID=599&ArticleID=6347& 1=en&+=long (accessed February 9, 2010); “Boeing Joins Abu Dhabi Research in Aviation Biofuels,” , January 19, 2010, Science_News/Resource-Wars/2010/01/19/ Boeing-joins-Abu-Dhabi-research-in-aviation-biofuels/UPI41721263920400/ (accessed February 10, 2010).
Chapter 5
1. Ellen Byron, “Seeing Store Shelves Through Senior Eyes,” Wall Street Journal, September 14,
2009, pp. B1–B2; “Seniors and Technology in the United States 2009,” Research and Markets, reports/996895/ seniors_and_technology_in_the_united_states.htm (accessed December 20, 2009); us. (accessed December 20, 2009). 2. “J.D. Power and Associates Reports: For Private Label Grocery Brands, Organic Products Drive Gain in Prestige Among Customers,” March 25, 2009, businesscenter.news/ pressrelease.aspx?ID=2009047 (accessed February 2010). 3. Farhad Manjoo, “Can Microsoft’s Bing, or Anyone, Seriously Challenge Google?” Time, August 31, 2009 (accessed July 16, 2010). 4. Allison Enright, “Surviving 2010,” Marketing News, February 28, 2010, pp. 30–33. 5. Susan Berfield, “Coach’s New Bag,” BusinessWeek, June 29, 2009, pp. 41–43.
6. Jacquelyn S. Thomas, “A Methodology for Linking Customer Acquisition to Customer Retention,” Journal of Marketing Research (May 2001): pp. 262–268. 7. Marguerite Reardon, “AT&T Collects iPhone User Complaints about Poor Service,” CNNTech, December 8, 2009, n. com/2009/TECH/12/08/cnet.iphone.att.dropped.calls/index.html (accessed March 8, 2010). 8. A. Parasuraman, Dhruv Grewal, and R. Krishnan, Marketing Research (Boston: Houghton Mifflin, 2004), p. 63. 9. Ken Manning, O. C. Ferrell, and Linda Ferrell, “Consumer Expectations of Clearance vs. Sale Prices,” University of New Mexico, working paper, 2010. 10. Vikas Mittal and Wagner A. Kamakura, “Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effects of Customer Characteristics,” Journal of Marketing Research (February 2001): pp. 131–142. 11. Anjali Cordeiro, “Proctor
& Gamble to Test Online Store to Study Buying Habits,” Wall Street Journal, January 15, 2010, 003333381682138.html (accessed March 19, 2010). 12. U.S. Census Bureau, American Community Survey, acs/www/ (accessed March 9, 2010). 13. Aaron Gilchrist, “Census Forms Confusion: ‘American Community Survey’ Is Legit,” , January 27, 2010, Global/story.asp?S=11890921 (accessed March 9, 2010). 14. Symphony IRI Group, “About Us,” About/History/tabid/60/Default.aspy (accessed September 10, 2010). 15. David Lieberman, “TiVo to Sell Data on What People Watch, Fast-Forward,” USA Today, April 20, 2010, usatoday. com/tech/news/2009-04-20-tivo-data-new-plan_N.htm (accessed March 19, 2010). 16. Proctor & Gamble 2009 Annual Report, February 24, 2010, p. 3, (accessed March 20, 2010). 17. Warren Davies, “How to Increase Survey Response Rates Using Post-it Notes,” , August 3, 2009, http:// blog/how-to-increase-survey-responserates-using-post-it-notes/ (accessed March 9, 2010); Randy Garner, “Post-It Note Persuasion: A Sticky Influence,” Journal of Consumer Psychology 15 (2005): pp. 230–237. 18. Elisabeth A. Sullivan, “A Group Effort,” Marketing News, February 28, 2010, pp. 23–27. 19. Daniel Gross, “Lies, Damn Lies, and Focus Groups,” Slate, October 10, 2003, (accessed March 20, 2010). 20. Piet Levy, “In With the Old, in Spite of the New,” Marketing News, May 30, 2009, p. 19. 21. Tom Taullli, “Entrepreneur’s
Journal: Setting Up a Customer Advisory Board that Gets Results,” BloggingStocks, January 24, 2010, 2010/01/24/entrepreneursjournal-setting-up-a-customer-advisory-board-tha (accessed March 9, 2010). 22. Bas Donkers, Philip Hans Franses, and Peter C. Verhoef, “Selective Sampling for Binary Choice Models,” Journal of Marketing Research (November 2003): pp. 492–497. 23. Ilan Brat, “The Emotional Quotient of Soup Shopping,” Wall Street Journal, February 17, 2010, SB10001424052748704804204575069562743700340.html?KEY WORDS=campbell%27s+soup+label (accessed March 19, 2010). 24. Piet Levy, “10 Minutes with…Gregory A. Reid,” Marketing News, February 28, 2010, p. 34. 25. Eunkyu Lee, Michael Y. Hu, and Rex S. Toh, “Are Consumer Survey Results Distorted? Systematic Impact of Behavioral Frequency and Duration on Survey Response Errors,” Journal of Marketing Research (February 2000): pp. 125–133.
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Notes N-9
26. Press release, “BudNet Tracks Beer-Lovers’ Buying Habits,” Join Together, February 27, 2004, news/headlines/inthenews/2004/budnet-tracks-beer-lovers.html (accessed March
20, 2010). 27. Aaker, V. Kumar, and G. Day, Marketing Research, 8th ed. (New York: Wiley & Sons, 2004). 28. Marlus Wübben and Florian von Wangenheim, “Predicting Customer Lifetime Duration and Future Purchase Levels: Simple Heuristics vs. Complex Models,” in Jean L. Johnson and John Hulland, eds., 2006: AMA Winter Educators’ Conference; Marketing Theory and Applications 17 (Winter 2006): pp. 83–84. 29. Noah Rubin Brier, John McManus, David Myron, and Christopher Reynolds, “‘Zero-In’ Heroes,” American Demographics (October 2004): pp. 36–45. 30. IRI BehaviorScan Testing, articlePdfs/IRI_BehaviorScan_0308.pdf (accessed March 9, 2010). 31. Behrooz Noori and Mohammad Hossein Salimi, “A DecisionSupport System for Business-to-Business Marketing,” Journal of Business & Industrial Marketing 20 (2005): pp. 226–236. 32. Spencer E. Ante, “IBM,” BusinessWeek, November 24, 2003, p. 84. 33. Reprinted with permission of The Marketing Research Association, P.O. Box 230, Rocky Hill, CT 06067–0230, 860–257–4008. 34. “Top 25 Global Research Organizations: The Nielsen Co.,” Marketing News, August 15, 2007, p. H4. 35. Ogden Publications, (accessed April 22, 2010). 36. Look-Look Company Press Kit 2007, look/pdfs/presskit.pdf (accessed April 29, 2010); “Team LookLook,” Look-, look/teamll.html (accessed April 29, 2010); “What the Heck Is Team LookLook and How Do I Sign Up?” TeamLook-, look/whatisteamlooklook (accessed April 29, 2010).
2010, . html (accessed January 23, 2010); “How
Does Recycling Paper Help Landfills,” lovetoknow, Green Living, . How_Does_Recycling_Paper_Help_Landfills (accessed February 22, 2010). c. iModerate, (accessed March 23, 2009); Eric Peterson, “Tech Startup of the Month,” ColoradoBiz, August 2007, cms_images/file_9.pdf (accessed March 23, 2009); Deborah Vence, “10 Minutes With … ,” Marketing News, February 15, 2009. d. “2007 World’s Most Ethical Companies,” Ethisphere, (accessed April 10, 2010); “Fortune’s Most Admired Companies,” ww/Expertise/index. asp?id5906 (accessed April 10, 2010); Cathy Planchard, “‘World’s Most Ethical Companies’ Ranking Issued by Ethisphere Magazine,” The Corporate Social Responsibility Newswire, May 8, 2007, News/8413.html (accessed April 10, 2010).
Chapter 6
1. Mary Jane Credeur and Alan Ohnsman, “Kia Plant Buoys U.S. ‘Ambitions’ as Toyota Stumbles on Recalls,” BusinessWeek, February 26, 2010, ; Ira Siegel, “Chicago Show’s Green Debuts,” Chicago Sun Times, February 19, 2010, news/2059138,debuts21910.article; Steve Minter, “On the Rise—Kia Stresses Value in Tight Times,” IndustryWeek, February 17, 2010, ; . 2. “Hybrid Cars,” , compacts-sedans/lexus-ls-660hl-misguided-hybrid.html (accessed February 4, 2010). 3. Jack Neff, Rupal Parekh, “Dove Takes Its New Men’s Line to the Super Bowl,” Ad Age, January 5, 2010. 4. “Canada Just Turned Pink,” Seventeen, November 3, 2009,
fashion/blog/victorias-secret-pink-canada. 5. ,online/us/ nutrisystemads/1/don_shula_for_nutrisystem_silver_age_based_ mens_program/ (accessed March 26, 2010). 6. Service Corporation International, pany/ Service_Corporation_International/rrycri-1.html (accessed March 26, 2010). 7. U.S. Census Bureau, “Age and Sex in the United States: 2008,” Table 1, June 2009, . 8. “Disney and Asus Launch Netbook Computer for Kids,” Disney, Press Release, June 17, 2009, . 9. “Born to Buy,” Center for New American Dream, kids/borntobuy.php (accessed March 26, 2010). 10. U.S. Census Bureau, Statistical Abstract of the United States, 2010, p. 14, (accessed March 26, 2010). 11. David Bohan, “Marketing to Moms: Mom is ‘Buyer in Chief,’” Why Moms Rule, August 7, 2009, http:// 2009/08/07/mom-is-%E2%80%9Cbuyer-inchief%E2%80%9D/. 12. “Barbie Launches a New Line of Black Dolls Called So In Style,” Mattel, Press Release, September 29, 2009, . cfm?ReleaseID=412067. 13. “America’s Families and Living Arrangements: 2009,” Current Population Reports, U.S. Census Bureau, population/www/socdemo/hh-fam/cps2009.html (accessed March 29, 2010). 14. Emily Bryson York, “Taco Bell, Starbucks Trot Out ‘Light’ Offerings for New Year,” Advertising Age, December 27, 2007, .
Feature Notes
a. Greenfields Communications, “FreshMinds Research Increases Online Research Community Capabilities,” Market Research World, September 15,
2009, index.php?option=com_content&task=view&id=2765gItem id=76 (accessed December 21, 2009); munispace. com (accessed December 21, 2009); “8 Highlights from ESOMAR’S Online Research 2009 Conference,” American Marketing Association, Marketing Power, October 29, 2009, blog/marketingnews/2009/10/10_ highlights_from_esomars_onl.html (accessed December 21, 2009); Jean Halliday, “Mercedes Panel Calls Shots on SLS Ad,” Automotive News, January 25, 2010, apps/pbcs.dll/article?AID=/20100125/ RETAIL03/301259991/1286# (accessed January 28, 2010); Jeremiah Owyang, “A Collection of Social Network Stats for 2009,” Web Strategy, January 11, 2009, web-strategist. com/blog/2009/01/11/a-collection-of-social-networks-statsfor-2009 (accessed January 28, 2010). b. Sarah McBride, “Radio Shows Tune in to Listener Habits,” Wall Street Journal, September 17, 2009, . com/article/SB125314774171818133.html (accessed January 23, 2010); portable_people_meters/home. htm (accessed February 21, 2010); “Arbitron Reschedules 4Q Earnings Report,” Associated Press, January 21, 2010, http:// abcnews.Business/wireStory?id=9626385 (accessed January 23, 2010); Adam Edelman, “Arbitron Shares Rise on Positive People-Meter Views,” Wall Street Journal, January 6,
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affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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N-10 Notes
15. Joseph T. Plummer, “The Concept and Application of Life Style Segmentation,” Journal of Marketing (January 1974): p. 33. 16. SRI Consulting Business Intelligence, “About VALS ™,” vals/about.shtml (accessed March 29, 2010). 17. Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 11th ed. (Englewood Cliffs, NJ: Prentice-Hall, 2003), p. 144. 18. Joe Lofaro, “Microsoft’s Zune a Worthy iPod Alternative,” , December 15, 2008, . article.cfm/what_is_a_zune_you_ask_well_its_not_ an_ipod. 19. Jason D. O’Grady, “Verizon Droid Ad Attacks iPhone on Features,” ZDNet, October 19, 2009, Apple/?p=5055. 20. Lindsey Partos, “Quaker Oats Repositions Brand in Health Focus,” Food&, March 10, 2009, Products-Marketing/Quaker-Oatsrepositions-brand-in-health-focus. 21. Charles W. Chase Jr., “Selecting the Appropriate Forecasting Method,” Journal of Business Forecasting (Fall 1997): pp. 2, 23, 28–29. 22. Nielsen, (accessed March 30, 2010). 23. Noreen O’Leary, “Motorola’s Mobile Loyalty Solution Targets Shoppers,” Brandweek, January 19, 2010, brandweek. com. 24. “BRAINy Awards Honor Individuals,” Bicycle Retailer and Industry News, April 15, 2010, news/newsDetail/3961.html; Francis Lawell, “Raleigh: Cycling to Success?”
Business Review (UK) (February 2009): pp. 16ff; “Industry Overview 2008,” National Bicycle Dealers Association, ; raleigh.co.uk/; . 25. Tom Held, “DreamBikes Opens a Store and Opportunities in Milwaukee,” Journal Sentinel, April 7, 2010, jsonline. com; “Trek Announces Title Sponsorship of 2010 Dirt Series,” Mountain Bike Review, February 3, 2010, . blog/trek-announces-title-sponsorship-of-2010-dirtseries; Joe Vanden Plas, “CIO Leadership: Trek’s Brent Leland Cycles through Business-IT Alignment,” Wisconsin Technology Network FusionCIO, February 24, 2009, . com/fusioncio/article/5500; . 26. Rick Swanborg, “How Marriott Broke Down Customer Data Siloes,” CIO, November 11, 2009, ; “Marriott Partners with AT&T and Cisco for Virtual Meetings,” Hotel Marketing, January 28, 2010, ; Dan Butcher, “Marriott Exec Reveals Multichannel Mobile Strategy for SpringHill Suites,” Mobile Marketer, November 25, 2009, ; Helen Coster and Laurie Burkitt, “In These Ads, Customers Are the Celebrities,” Forbes, September 2, 2009, ; .
research/factsheets/pdf/0008.pdf, September 22, 2009 (accessed March 30, 2010); “Surgeon General’s Report – Reducing Tobacco Use,” Centers for Disease Control and Prevention, mmwr/preview/mmwrhtml/rr4916a1.htm, December 22, 2000 (accessed March 30, 2010); “Tobacco Advertising,” Globalink, . org/factsheets/en/ advertising.shtml (accessed March 30, 2010). d. John Vidal, “What
It Means to Travel Green,” The Guardian, February 20, 2010, guardian.co.uk; Richard Hammond, “Raising the Game,” Geographical (January 2010): p. 71; Matthew Clark, “Kurt Holle’s Ecolodge Employs Locals While Slowing the Devastation of the Amazon,” Christian Science Monitor, February 1, 2010, .
Chapter 7
1. Anna Wilde Mathews, “Polly Want an Insurance Policy?” Wall Street Journal, December 9, 2009, p. D1, D6; Dan Reed, “For Passengers of New Airline, When the Fur Flies, It’s in Style,” USA Today, June 19, 2009, pp. 1B –2B; . com (accessed January 22, 2010); . com (accessed January 22, 2010); (accessed January 22, 2010); Industry Statistics & Trends, American Pet Products Association, 2009/2010 National Pet Owners Survey, (accessed January 27, 2010). 2. Jing Wang, Nathan Novemsky, and Ravi Dhar, “Anticipating Adaptation to Products,” Journal of Consumer Research 36, no. 2 (June 2009): pp. 149–159. 3. Russell W. Belk, “Situational Variables and Consumer Behavior,” Journal of Consumer Research (December 1975): pp. 157–164. 4. Nathan Novemsky, Ravi Dhar, Norbert Schwarz, and Itamar Simonson, “Preference Fluency in Choice,” Journal of Marketing Research 44 (August 2007): pp. 347–356. 5. Blue Nile, Diamond Education, diamondeducation?track=head (accessed March 9, 2010). 6. Ryan S. Elder and Ariadna Krishna, “The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste,” Journal of Consumer Research 36, no. 5 (February 2010): pp. 748–756. 7. Dennis Price, “Retail Sales Strategies:
Manipulation or Magic?” , May 27, 2009, dynamicbusiness. com/articles/articles-retail/retail-sales-strategies-manipulation-ormagic3653.html (accessed March 9, 2010). 8. Linda Tischler, “Never Mind! Pepsi Pulls Much-loathed Tropicana Packaging,” Fast Company, February 23, 2009, blog/linda-tischler/design-times/nevermind-pepsi-pulls-much-loathed-tropicana-packaging (accessed March 9, 2010). 9. Jaideep and Sengupta Rongrong Zhou, “Understanding Impulsive Eaters’ Choice Behaviors: The Motivational Influence of Regulatory Focus,” Journal of Marketing Research 44 (May 2007): pp. 297–308. 10. Piet Levy, “Express Yourself,” Marketing News, June 15, 2009, p. 6. 11. Barry J. Babin and Eric G. Harris, CB2 (Mason, OH: Southwestern Cengage Learning, 2009), p. 126. 12. Aric Rindfleisch, James E. Burroughs, and Nancy Wong, “The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection,” Journal of Consumer Research 36, no. 1 (June 2009): pp. 1–16. 13. Leatherman, (accessed March 11, 2010). 14. Strategic Business Insights, vals/(accessed March 9, 2010). 15. Nancy Gibbs, “What Women Want Now,” Time, October 14, 2009, time/specials/packages/
Feature Notes
a. Andrew Scott, “Natural Eats, Tasty Profits,” Fairfield County Business Journal (July 25, 2005): pp. 1+; “Tasty Bite May Raise $12M to Fuel Growth,” The Economic Times (July 8, 2006); Shivani Vora, “Curry in a Hurry,” Time, February 12, 2007, p. G10; Tasty Bite, (accessed March 30, 2010). b. Daniel Wolfe, “Channel Surfing,” Bank Technology News,
March 1, 2010, p. 1; Kathy Brister, “Making the Most of Mobile,” US Banker, March 1, 2010, p. 17; Jennifer Saranow Schultz, “Banking by Text Message,” New York Times Bucks Blog, February 25, 2010, . c. Meg Riordan, “Tobacco Company Marketing to Kids,” Campaign for Tobacco-Free Kids,
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Notes N-11
16.
17. 18.
19. 20. 21.
22.
23.
24.
25.
26.
27. 28.
29.
30. 31. 32.
33. 34.
35. 36.
37.
article/0,28804,1930277_1930145_1930309-2,00.html (accessed March 9, 2010). David B. Wooten, “From Labeling Possessions to Possessing Labels: Ridicule and Socialization Among Adolescents,” Journal of Consumer Research 33 (September 2006): p. 188. Babin and Harris, CB2, p. 181. Mercedes-Benz USA, Vehicles Menu, mercedes/#/vehiclesMenu (accessed March 10, 2010); BMW North America, All BMWs, standard/ content/allbmws/default.aspx (accessed March 10, 2010). Bruce Horovitz, “Marketers Warm Up to Iced Coffee,” Wall Street Journal, June 15, 2009, p. B2. “US Population Estimates,” Fact Finder, . gov/home/saff/main.html?_lang=en
(accessed March 26, 2010). Martha Moore, “Gap Between Baby Boomers, Young Minorities Grows,” USA Today, May 14, 2009, usatoday. com/news/nation/census/2009-05-14-census_N.htm (accessed March 26, 2010). U.S. Census Bureau, “ACS Demographic and Housing Estimates: 2006–2008,” ADPTable?_bm=y&-qr_name=ACS_2008_3YR_G00_ DP3YR5&-geo_id=01000US&-ds_name=&-_lang=en&redoLog=false&-format= (accessed March 10, 2010). “The 15th Annual Buying Power of Black America Report,” Target Market News, publications. htm (accessed March 10, 2010). “African-American Buying Power Rises, per eMarketer,” AdWeek, March 11, 2009, aw/content_ display/news/agency/e3i71419f4d58d0cd4ca0c3484537d9982e (accessed March 10, 2010). Bob Barrett, “Allstate Goes All In,” ANA Magazine, October 2009, content/200910-allstategoes-all-in.php (accessed March 11, 2010). U.S. Census Bureau, “ACS Demographic and Housing Estimates:” 2006–2008; Piet Levy, “La Musica to Their Ears,” Marketing News, May 15, 2009, pp. 15–16. “Multicultural Marketing,” Marketing News, April 30, 2009, p. 24. Jeffrey M. Humphreys, “The Multicultural Economy,” Georgia Business and Economic Conditions 67 (Third Quarter 2007), rc42e/multicultural_economy.html (accessed March 30, 2010). “Target Celebrates Hispanic Heritage Month with the Launch of the 2009 Dream in Color Campaign,” Target Press Release, September 9, 2009, multicultural/hispanic/hispanic-heritage-month-dream-in-colorcampaign.aspx (accessed March 10, 2010). Levy, “La Musica to
Their Ears,” pp. 15–16. U.S. Census Bureau, “ACS Demographic and Housing Estimates: 2006-2008.” “Asian American Lifestyle in the United States in 2009,” Research and Markets, reports/1194740/asian_american_lifestyle_in_the_united.htm (accessed March 11, 2010). Carol Angrisani, Supermarket News, November 10, 2008, pp. 1–7. Bernice Yeung, “Shoplifting, Inc.,” The Crime Report, March 4, 2010, (accessed March 29, 2010). BSA/IDC Global Software Piracy Study 2008, . org/globalpiracy2008/index.html (accessed March 29, 2010). Aubry Fowler III, Barry J. Babin, and Amy K. Este, “Burning for Fun or Money: Illicit Consumer Behavior in a Contemporary Context,” presented at the Academy of Marketing Science annual conference, May 27, 2005, Tampa, FL. “Counterfeit Culture,” CBC News, cbc.ca/news/ interactives/map-counterfeit-goods (accessed March 30, 2010).
38. “Travelocity Strengthens Hotel Price Guarantee and Lowers Hotel Fees,” USA Today, October 27, 2009, content.usatoday. com/communities/hotelcheckin/post/2009/10/620000564/1 (accessed April 22, 2010); “The Travelocity Customer Bill of Rights,” Travelocity, ,, TRAVELOCITY:EN%7CABOUT,00.html (accessed April 22, 2010). 39. “Products,” Iams Website, iams/premium-petfood.jsp (accessed April 29, 2010); “Iams Healthy Naturals Partners with Dog Fancy(R) to Launch Dog College,” Press Release, PR Newswire, April 27, 2010, prnewswire. com/news-releases/iams-healthy-naturals-partners-with-dogfancyr-to-launch-dog-college-92188489.html (accessed April
29, 2010); “Pet Health Insurance Helps Care for and Protect Your Pet,” Iams, en-us/pages/Petinsurance. aspx (accessed April 29, 2010); “Iams & ProScan Imaging Partnership: Bringing MR Technology and Expertise to Your Pets,” ProScan, fw/main/IAMS_Pet_ Imaging-435.html (accessed April 29, 2010).
Feature Notes
a. Timothy W. Martin, “Organic Foods Get on Private-Label Wagon,” Wall Street Journal, July 27, 2009, . com/article/SB124865207118182453.html (accessed March 1, 2010); “J.D. Power and Associates Reports: For Private Label Grocery Brands, Organic Products Drive Gain in Prestige Among Customers,” March 25, 2009, . news/pressrelease.aspx?ID=2009047 (accessed March 1, 2010); Maureen Callahan, R.D., “How to Buy the Best Organic Foods,” , June 16, 2009, 2009/HEALTH/06/16/anic.produce/index.html (accessed March 1, 2010). b. Alyssa Abkowitz, “The Color Committee Gets to Work,” Fortune, October 26, 2009 pp. 34–37; Pantone, pantone. com (accessed March 1, 2010). c. Facebook, (February 18, 2009); Steven Levy, “Facebook Grows Up,” Newsweek, August 20, 2007, pp. 41–46; Ellen McGirt, “Hacker, Dropout, CEO,” Fast Company (May 2007): pp. 74–80; Brad Stone, “In Facebook, Investing in a Theory,” New York Times, October 4, 2007 C1, C2; “The Aging of Facebook,” iThink Online, ithink/?p=680#more-680 (accessed February 6, 2009). d. “Arm Teens with Good Credit Skills,” Wall Street Journal, http:// online.article/SB120139461017220029.html, January 27, 2008 (accessed March 31, 2008); “Credit Cards:
Increased Complexity in Rates and Fees Heightens Need for More Effective Disclosures to Consumers,” Government Accountability Office, January 9, 2006, . items/d06929.pdf, (accessed March 31, 2008).
Chapter 8
1. Daniel Lyons, “Google’s Orwell Moment,” Newsweek, March 1, 2010, p. 20; Douglas MacMillan, “Google’s New Billion-Dollar Baby,” BusinessWeek, February 22, 2010, p. 22; Matt Hamblen, “Google CEO Preaches ‘Mobile First,’” ComputerWorld, February 17, 2010, ; Miguel Helft, “Google Set to Showcase Fast Internet,” New York Times, February 11, 2010, ; Steven Levy, “Secret of Googlenomics,” Wired, May 22, 2009, ; . 2. “STP: Segmentation, Targeting, Positioning,” American Marketing Association, (accessed April 7, 2010). 3. Ibid.
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N-12 Notes
4. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010, prod/2009pubs/10statab/ domtrade.pdf (Table 1013). 5. Ibid. (Tables 1013, 1017). 6. Barbara Farfan, “World’s Largest Retailers—The Biggest and Best Retail Chains in the U.S.,” , .
od/famousretailers/a/US_largest_retail_companies. htm (accessed April 7, 2010). 7. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010, prod/2009pubs/10statab/fedgov. pdf (Table 459). 8. Ibid., prod/2009pubs/10statab/stlocgov.pdf (Table 416). 9. “Film House Wins Two Major Government Contracts,” Film House, Press Release, October 8, 2009, pdf/Military_Contracts_press_release10-8-09.pdf. 10. Das Narayandas and V. Kasturi Rangan, “Building and Sustaining Buyer-Seller Relationships in Mature Industrial Markets,” Journal of Marketing (July 2004): p. 63. 11. Caterpillar Inc., “Code of Conduct: Value to Customers,” cda/layout?m=209603&x=7 (accessed April 5, 2010). 12. Leonidas C. Leonidou, “Industrial Buyers’ Influence Strategies: Buying Situation Differences,” Journal of Business & Industrial Marketing 20 (January 2005): pp. 33–42. 13. Daniel Lovering, “Nucor Posts 1Q Loss of US$190M on Weak Steel Demand,” The Associated Press, April 23, 2009, business/article/645071. 14. Frederick E. Webster Jr., and Yoram Wind, “A General Model for Understanding Organizational Buyer Behavior,” Marketing Management Winter/Spring 1996 pp. 52–57. 15. Marketwire, “Barrick Signs Innovative 10-year Agreement with Yokohama to Secure Tire Supply,” Sys-Con Media, January 30, 2008, node/493297. 16. George S. Day and Katrina J. Bens, “Capitalizing on the Internet Opportunity,” Journal of Business & Industrial Marketing 20 (2005): pp. 160–168. 17. Niklas Myhr and Robert E. Spekman, “Collaborative SupplyChain Partnerships Built upon Trust
and Electronically Mediated Exchange,” Journal of Business & Industrial Marketing 20 (2005): pp. 179–186. 18. “Development of NAICS,” U.S. Census Bureau, census. gov/epcd/www/naicsdev.htm (accessed March 30, 2010). 19. “The 25 Fastest-Growing Inner City Companies: Numi Organic Tea,” BusinessWeek, June 5, 2009, ; Lisa McLaughlin, “Tea’s Got a Brand New Bag,” Time, March 27, 2008, ; “Numi Organic Tea,” Beverage Industry (November 2007): p. 10; “Numi Organic Tea,” Beverage Industry (June 2007): p. 13; Crystal DetamoreRodman, “A Perfect Match?” Entrepreneur (October 2003): pp. 60+; . 20. Caroline van Hasselt, “Bombardier’s Profit Dips,” Wall Street Journal, April 1, 2010, ; Scott Deveau, “Bombardier in Finance Deal with China,” Financial Post, March 31, 2010, ; Andrea Rothman, “Airbus, Boeing Confront Bombardier on Financing Rules,” BusinessWeek, March 26, 2010, ; “Start Your Engines; New Competition for Airbus and Boeing,” The Economist, March 20, 2010, p. 59; Stephen Gandel, “Trains, Planes, and Bombardier,” Time, March 8, 2010, p. GB8; Caroline van Hasselt and Doug Cameron, “Bombardier Gets $2.1 Billion Order from Republic Airways,” Wall Street Journal, February 26, 2010, ; .
l?ex51343707200&en51f7a6cb6a8627d6e&ei55088&partn er5rssnyt&emc5rss, August 2, 2007 (accessed April 9, 2008); “Made in China: Perspectives on the Global Manufacturing Giant,” Inbound Logistics, features/0308_feature02.shtml, March 1, 2008 (accessed April 9, 2008). b. Quoted in Bill Esler,
“Uptick in Demand for Green Printing,” Graphic Arts Online, March 17, 2010, graphicartsonline. com; Elissa Elan, “How Darden Plans to Go Green,” Nation’s Restaurant News, March 17, 2010, . c. Maha Atal, “Sustaining the Dream,” BusinessWeek, October 15, 2007, p. 60; Kristen Gerencher, “Treadmill Desks Let Employees Feel the Burn,” Boston Globe, March 26, 2006; Reena Jana, “Exercise More than Just Your Options,” BusinessWeek October 29, 2007, p. 24; “Making the Tough Call,” Inc. (November 2007): pp. 36+. d. Matt Kinsman, “How Virtual Can Bolster a Live Event,” Folio, March 17, 2010, ; Melanie Lindner, “How to Tackle a Virtual Trade Show,” Forbes, July 28, 2009, ; Dean Takahashi, “Sony Electronics Holds a Virtual Trade Show,” , January 15, 2009, . 2009/01/15/sony-electronics-holds-a-virtualtrade-show; “Virtual Trade Show Companies,” Inc., May 1, 2009, .
Chapter 9
1. Eric Bellman, “Harley to Ride Indian Growth,” Wall Street Journal, August 28, 2009, pp. B1, B4; Rich Rovito, “Harley Davidson to Enter India Market in 2010,” The Business Journal of Milwaukee, August 27, 2009, . milwaukee/stories/2009/08/24/daily55.html (accessed March 19, 2010); Rich Rovito, “Harley Bikes Will Be More Expensive in India,” The Business Journal of Milwaukee, September 4, 2009, . com/milwaukee/stories/2009/09/07/story6.html?q=harley%20 davidson%20enters%20India (accessed March 19, 2010); “Harley-Davidson to Expand into India,” press release, August 26, 2009, harley- (accessed March 19,
2010); Rama Lakshmi, “An American Icon Arrives In India With a Rumble,” The Washington Post, August 31, 2009, wp-dyn/content/article/2009/08/30/ AR2009083002250.html (accessed March 19, 2010). 2. “MTV Hits Hollywood with a Double Dose of Movies and Music as the 2010 ‘MTV Movie Awards’ and ‘MTV Video Music Awards’ Air Live From Los Angeles,” February 11, 2010, news-releases/mtv-hits-hollywood-witha-double-dose-of-movies-and-music-as-the-2010-mtv-movieawards-and-mtv-video-music-awards-air-live-fromlos-angeles-84125537.html (accessed March 14, 2010). 3. “Company Profile,” Starbucks, February 2010, starbucks. com/aboutus/Company_Profile.pdf; Wal-, Walmart China Factsheet, english/walmart/ index.htm (accessed March 8, 2010). 4. David Kiley,“Jack’s Global Splash,” BusinessWeek, October 22, 2007, p. 24. 5. “About CIBERs,” CIBERweb, . asp (accessed March 23, 2010). 6. Gary A. Knight and S. Tamer Cavusgil, “Innovation, Organizational Capabilities, and the Born-Global Firm,” Journal of International Business Studies (March 2004): pp. 124–141. 7. Jessica Golloher, “McDonald’s Still Thriving in Russia After 20 Years,” February 2, 2010, www1.english/ news/europe/McDonalds-Still-Thriving-in-Russia-After-20Years-83327327.html (accessed March 14, 2010).
Feature Notes
a. “Lead Paint Prompts Mattel to Recall 967,000 Toys,” New York Times,
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Notes N-13
8. Associated Press, “McItaly Burger Controversial in Home Country,” MSNBC, February 8, 2010, msnbc. id/35301534 (accessed March 23, 2010). 9. Anton Piësch, “Speaking in Tongues,” Inc. (June 2003): p. 50. 10. Sadrudin A. Ahmed and Alain D’Astous, “Moderating Effects of Nationality on Country-of-Origin Perceptions: EnglishSpeaking Thailand Versus French-Speaking Canada,” Journal of Business Research 60 (March 2007): pp. 240–248; George Balabanis and Adamantios Diamantopoulos, “Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach,” Journal of the Academy of Marketing Science (January 2004): pp. 80–95; Harri T. Luomala, “Exploring the Role of Food Origin as a Source of Meanings for Consumers and as a Determinant of Consumers’ Actual Food Choices,” Journal of Business Research 60 (February 2007): pp. 122–129; Durdana Ozretic-Dosen, Vatroslav Skare, and Zoran Krupka, “Assessments of Country of Origin and Brand Cues in Evaluating a Croatian, Western and Eastern European Food Product,” Journal of Business Research 60 (February 2007): pp. 130–136. 11. William R. Snyder, “Mini’s Small Victory,” Wall Street Journal, March 11, 2010, (accessed March 15, 2010).
12. The CIA, The World Fact Book, library/ publications/the-world-factbook/geos/us.html (accessed March 8, 2010). 13. The CIA, The World Fact Book; U.S. Bureau of the Census, Statistical Abstract of the United States, 2008 (Washington, DC: Government Printing Office, 2007), pp. 825–827, 837. 14. Eric Bellman, “Cellphone Entertainment Takes Off in Rural India,” Wall Street Journal, November 23, 2009, p. B1–B2. 15. Code of Ethics, American Marketing Association, content435.php (accessed March 8, 2010). 16. “Will the New Congress Shift Gears on Free Trade?” Wall Street Journal, November 18–19, 2006, p. A7. 17. “U.S. Trade Representative Announces Fiscal 2010 Tariff-Rate Quota Allocations for Raw Cane Sugar, Refined Specialty Sugar, Sugar Containing Products,” October 1, 2009, highbeam. com/doc/1P3-1870093731.html (accessed March 15, 2010). 18. “USA: President Obama Should Take the Lead on Lifting Embargo against Cuba,” Amnesty International, September 2, 2009, en/for-media/press-releases/usapresident-obama-should-take-lead-lifting-embargo-againstcuba-200909 (accessed March 15, 2010). 19. “U.S. Trade in Goods and Services,” U.S. Bureau of the Census, Foreign Trade Statistics, February 10, 2010, foreign-trade/statistics/historical/gands.pdf (accessed March 8, 2010). 20. Charles R. Taylor, George R. Franke, and Michael L. Maynard, “Attitudes Toward Direct Marketing and Its Regulation: A Comparison of the United States and Japan,” Journal of Public Policy & Marketing (Fall 2000): pp. 228–237. 21. “Counterfeit Culture,” CBC News, cbc.ca/news/ interactives/map-counterfeit-goods
(accessed March 15, 2010). 22. “Fake Goods Come at a High Price,” China Intellectual Property Rights Protection Website, chinaipr.news/ enterprise/285072.shtml (accessed March 15, 2010). 23. Business for Social Responsibility, (accessed March 8, 2010). 24. Kevin J. O’Brien, “Europe Drops Microsoft Antitrust Case,” New York Times, December 16, 2009, nytimes. com/2009/12/17/business/global/17msft.html?_r=2 (accessed March 8, 2010). 25. “This Is Systembolaget,” systembolaget.se/Applikationer/ Knappar/InEnglish/Swedish_alcohol_re.htm (accessed March 23, 2010).
26. The CIA, The World Fact Book, library/ publications/the-world-factbook/geos/us.html (accessed February 24, 2010). 27. Ting Shi, “A Gas Pump for 300 Million Phones,” Business 2.0 (June 2005) p. 78. 28. “NAFTA,” Office of the United States Trade Representative, trade-agreements/free-trade-agreements/northamerican-free-trade-agreement-nafta (accessed March 8, 2010), “NAFTA: A Decade of Success,” Library/Fact_Sheets/2004/NAFTA_A_Decade_of_Success.html (accessed March 23, 2010). 29. “Trade with Canada: 2009,” U.S. Bureau of the Census, foreign-trade/balance/c1220.html#2009 (accessed March 10, 2010). 30. CIA, The World Fact Book; “Trade with Mexico: 2006,” U.S. Bureau of the Census, foreign-trade/balance/ c2010.html#2006 (accessed January 28, 2008); U.S. Bureau of the Census, Statistical Abstract, p. 802. 31. Maquila Portal, March 12, 2010, news (accessed March 15, 2010). 32. “CAFTA-DR (Dominican Republic-Central America FTA),” Office
of the United States Trade Representative, ustr. gov/trade-agreements/free-trade-agreements/cafta-dr-dominicanrepublic-central-america-fta (accessed March 18, 2010). 33. “Exxon Mobil Expected to File 40 mln USD NAFTA Suit Against Canada in November,” CNNMoney, October 16, 2007, abcmoney.co.uk/news/162007146139.htm (accessed March 23, 2010). 34. “The History of the European Union,” Europa, abc/history/index_en.htm (accessed March 10, 2010); “Europe in 12 Lessons,” Europa, index_en.htm (accessed March 3, 2010). 35. The CIA, The World Factbook,library/ publications/the-world-factbook/geos/ee.html (accessed March 15, 2010). 36. “About the European Union,” Europa, about-eu/index_en.htm (accessed March 10, 2010). 37. “Common Market of the South (MERCOSUR): Agri-Food Regional Profile Statistical Overview,” Agriculture and Agrifood Canada, March 2009, ats.agr.gc.ca/lat/3947eng.htm (accessed March 10, 2010); Joanna Klonsky and Stephanie Hanson “Mercosur: South America’s Fractious Trade Bloc,” Council on Foreign Relations, August 20, 2009, publication/12762/mercosur.html (accessed March 18, 2010). 38. “About APEC,” Asia-Pacific Economic Cooperation, apec. org/apec/about_apec.html (accessed February 25, 2010). 39. Asian Pacific Economic Cooperation, apec/ about_apec/achievements_and_benefits.html (accessed March 10, 2010). 40. “China GDP Growth Rate,” Trading Economics, Economics/GDP-Growth. aspx?Symbol=CNY (accessed March 15, 2010). 41. Karen Cho, “KFC China’s Recipe for Success,” INSEAD
Knowledge, July 1, 2009 KFCinChina090323.cfm?vid=195; “Yum! China,” Yum! Brands pany/china.asp (accessed March 18, 2010). 42. World Trade Organization, english/theWTO_e/ whatis_e/tif_e/org6_e.htm (accessed March 10, 2010). 43. “What Is the WTO?” World Trade Organization, wto. org/english/thewto_e/whatis_e/whatis_e.htm (accessed March 10, 2010). 44. “Brazil Slaps Trade Sanctions on U.S. over Cotton Dispute,” BBC News, March 9, 2010, hi/8556920.stm (accessed March 23, 2010). 45. Jan Johanson and Finn Wiedersheim-Paul, “The Internationalization of the Firm,” Journal of Management
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N-14 Notes
46.
47.
48. 49.
50.
51.
52.
53. 54.
55.
56.
57.
58.
59.
Studies (October 1975): pp. 305–322; Jan Johanson and JanErik Vahlne, “The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Commitments,” Journal of International Business Studies (Spring/Summer 1977): pp. 23–32; S. Tamer Cavusgil and John R. Nevin, “Internal Determinants of Export Marketing Behavior: An Empirical Investigation,” Journal of
Marketing Research (February 1981): pp. 114–119. Pradeep Tyagi, “Export Behavior of Small Business Firms in Developing Economies: Evidence from the Indian Market,” Marketing Management Journal (Fall/Winter 2000): pp. 12–20. Berrin Dosoglu-Guner, “How Do Exporters and Non-Exporters View Their ‘Country of Origin’ Image Abroad?” Marketing Management Journal (Fall/Winter 2000): pp. 21–27. SciNet World Trade System, associates/ index.htm, (accessed March 23, 2010). Farok J. Contractor and Sumit K. Kundu, “Franchising Versus Company-Run Operations: Model Choice in the Global Hotel Sector,” Journal of International Marketing (November 1997): pp. 28–53. Kerry Capell, “Vodafone and Orange outsource to Ericsson and Nokia,” BusinessWeek, March 18, 2009 businessweek. com/blogs/europeinsight/archives/2009/03/vodafone_and_ or.html (accessed March 10, 2010). “Venezuela Approves Oil Joint Venture,” Moscow Times, March 11, 2010, business/article/ venezuela-approves-oil-joint-venture/401372.html (accessed March 23, 2010); “Pdvsa, Belarus Establish Joint Venture to Develop Natural Gas Projects,” El Universal, March 18, 2010, (accessed March 23, 2010). Press release, “Ascent Solar Technologies, Inc. Signs Strategic Alliance Agreement With Indian Conglomerate Kirloskar Integrated Technologies Limited, India,” Market Watch, March 22, 2010, (accessed March 23, 2010). “Export Department,” Clipsal, .au/trade/ about_clipsal/worldwide (accessed March 10, 2010) Abbott, global/url/content/en_US/10.17:17/
general_content/General_Content_00054.htm (accessed March 23, 2010). Deborah Owens, Timothy Wilkinson, and Bruce Keillor, “A Comparison of Product Attributes in a Cross-Cultural/CrossNational Context,” Marketing Management Journal (Fall/ Winter 2000): pp. 1–11. “Dunkin’ Donuts Coming to Mainland China,” USA Today, January 25, 2008, money/world/2008-0125-dunkin-shanghai_N.htm (accessed March 23, 2010). Anil K. Gupta and Vijay Govindarajan, “Converting Global Presence into Global Competitive Advantage,” Academy of Management Executive (May 2001): pp. 45–58. “About Lonely Planet: Company History,” Lonely Planet, about/company-history (accessed April 27, 2010); “BBC Worldwide Acquires Lonely Planet,” Press Release, October 1, 2007, (accessed April 27, 2010); “Products: WorldGuide,” Lonely Planet Corporate Web Site, product01.htm (accessed April 27, 2010). 1. R. Jai Krishna, “Nokia to Offer Phone Installments in India,” Wall Street Journal, August 19, 2009, p. B7; Mark Bordon, “iPhone Envy? You Must Be Jöking,” Fast Company (September 2009): pp. 68–73, 106; Adam Smith, “Nokia Calling,” Time, August 3, 2009, time/magazine/ article/0,9171,1912307,00.html (accessed February 2, 2010); wireless. (accessed February 2, 2010); (accessed February 2, 2010); Associated Press, “Nokia Launches Cheaper Smart Phones,” New York Times, April 13, 2010; Loretta Chao, “Nokia Launches Free
Music Service in China,” Wall Street Journal, April 8, 2010,
75171552100434466.html (accessed April 21, 2010); Gustav Sandstrom, “Nokia Redraws Its Mobile Mapping Services,” Wall Street Journal, January 21, 2010, article/SB10001424052748703699204575016493222156322. html (accessed April 19, 2010).
Feature Notes
a. Pete Engardio, “Cradle of a Green Revolution,” BusinessWeek, November 2, 2009, pp. 40–41; Bryan Walsh, “Electric Cars: China’s Power Play,” Time, August 31, 2009, time/printout/0,8816,1917647,00.html (accessed March 18, 2010); Daniel K. Gardner, “Meet China’s Green Crusader,” New York Times, November 1, 2009, 2009/02/11/opinion/11iht-edgardner.1.20105872. html (accessed March 18, 2010); Ben Elgin and Bruce Einhorn, “China’s Carbon-Credit Hustle,” BusinessWeek, December 21, 2009, pp. 18–21; “China Gets Greener,” BusinessWeek, January 11, 2010, p. 7; Adam Aston, “China’s Surprising Clout in Cleantech,” BusinessWeek, November 30, 2009, p. 56. b. Matthew Knight “Plastic Bags Fly into Environmental Storm,” , , November 16, 2007 (accessed March 17, 2008); “Whole Foods Market to Sack Disposable Plastic Grocery Bags,” , January 22, 2008 (accessed March 17, 2008); “Diamant Corporation Furthers National Consumer Awareness Efforts as British Prime Minister Gordon Brown Announces Tougher Measures to Dramatically Reduce the Society’s Dependence on Single-Use Plastic Bags,” , , March 25, 2008 (accessed March 25, 2008). c. BraBaby, (accessed March 30, 2009); Jonathan Cheng, “A Small Firm Takes on Chinese Pirates,” Wall Street Journal,
July 5, 2007, SB118359376477257609.html?mod=djemITP# (accessed March 30, 2009). d. Deborah Ball, “U.K. KitKats Shift to Fair Trade As Nestlé Burnishes Reputation,” Wall Street Journal, December 8, 2009, p. B6; “Kit Kat goes Fairtrade in the UK and Ireland,” Nestlé, December 7, 2009, MediaCenter/NewsandFeatures/AllNewsFeatures/KitKat_ Fairtrade_UK_Ireland.htm (accessed March 19, 2010); Harry Wallop, “Nestle’s Kit Kat goes Fairtrade,” Telegraph, December 7, 2009, telegraph.co.uk/foodanddrink/ foodanddrinknews/6730155/Nestles-Kit-Kat-goes-Fairtrade. html (accessed March 19, 2010); Rebecca Smithers, “Big Break for Fairtrade as Kit Kat Receives Certification,” The Guardian, December 7, 2009, guardian.co.uk/environment/2009/ dec/07/fairtrade-kit-kat (accessed March 19, 2010); (accessed March 19, 2010); (accessed March 19, 2010); (accessed March 19, 2010).
Chapter 10
1. Matthew Schwartz, “NASCAR: Driving Social Media,” Advertising Age, November 16, 2009, pp. C3, C13; Sara Page, “NASCAR Digs Up Old Roots in a New Way,” WSLS 10, Media General News Service, September 23, 2009, 2wsls. com/sls/sports/motor_sports/nextel/article/nascar_digs_up_ old_roots_in_a_new_way/49154 (accessed January 23, 2010); “NASCAR and Vision Critical Win Award for Listening to Fans Using Online Panel,” Vision Critical, October 27, 2009, 2009/10/nascar-and-vision-critical-win-awardfor-listening-to-fans-using-online-panel (accessed January 23, 2010); (accessed February 16, 2010); Laurie
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Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Notes N-15
2. 3. 4.
5. 6. 7.
8. 9. 10.
11. 12. 13. 14. 15. 16. 17.
18.
19.
20.
21. 22. 23. 24. 25.
26. 27.
28. 29.
Burkitt, “NASCAR Ads, Coming to a Theatre Near You,” Forbes, October 21, 2009, 2009/10/21/ nascar-screenvision-cmo-network-cinema-ads.html (accessed February 17, 2010). Emily Roley, Pete Stein, and David Tomas, “The State of Digital Marketing,” Marketing News, March 15, 2010, p. 20–21. “A Special Report on Social Networking,” The Economist, January 30, 2010, p. 4. Don Fletcher, “Gift Giving on Facebook Gets Real,” Time, February 15, 2010, time/magazine/ article/0,9171,1960260,00.html (accessed February 18, 2010). “2009 Digital Handbook,” Marketing News, April 30, 2009, p. 13. Samantha Stey, “A Next Step in Online Customer Engagement,” Marketing News, March 15, 2010, p. 10. “17 Key Differences Between Social Media and Traditional Marketing,” Microgeist, April 20, 2009, (accessed February 18, 2010). Dana Van Den Heuvel, “Digital Dozen,” Marketing News, March 15, 2010, p.16. Josh Bernoff, “Don’t Screw Up Your Mobile Marketing Opportunity,” Marketing News, October 6, 2009, p.
10. Claire Cain Miller, “Mobile Phones Become Essential Tool for Holiday Shopping,” New York Times, December 18, 2009, 2009/12/18/technology/18mobile.html? _r=1&ref=technology (accessed January 6, 2010). Mya Frazier, “CrowdSourcing” World Traveler, February 2010, via (accessed February 18, 2010). “A Special Report on Marketing,” p. 3. “A Special Report on Marketing,” p. 4. “17 Key Differences Between Social Media and Traditional Marketing.” “A Special Report on Marketing,” p. 17. Pepsi Refresh Project, (accessed March 25, 2010). Bruce Horovitz, “‘Two Nobodies from Nowhere’ Craft Winning Super Bowl ad,” USA Today, February 3, 2009, usatoday. com/money/advertising/admeter/2009admeter.htm (accessed January 19, 2010). Bruce Horovitz, “Betty White, Snickers Top Ad Meter,” USA Today, February 8, 2010, money/ advertising/admeter/2010admeter.htm (accessed February 17, 2010). Cameron Chapman, “The History and Evolution of Social Media,” WebDesigner Depot, October 7, 2009, 2009/10/the-history-and-evolution-ofsocial-media (accessed February 17, 2010). “The History of Social Media in a Blink,” Windows Live, November 22, 2007, cns%2133234018BF280C82%21345.entry (accessed February 18, 2010). Chapman, “The History and Evolution of Social Media.” Emily Schmall, “Growing Pains,” Forbes, August 11, 2008, pp. 60–63. “2009 Digital Handbook,” p. 13. Li and Bernoff, p. 22. “Facebook: Largest, Fastest Growing Social Network,” Tech Tree, August 13, 2008, India/ News/Facebook_Largest_Fastest_Growing_Social_
Network/551-92134-643.html (accessed January 12, 2010). “2009 Digital Handbook,” p. 13. Nick Summers, “Heated Rivalries: #9 Facebook vs. MySpace,” NewsWeek, 2010. (accessed January 13, 2010). “2009 Digital Handbook,” p. 13. “2009 Digital Handbook,” p. 13.
30. Jack Neff, “Marketing: Prilosec Works to Become ‘Sponsor of Everything’,” Advertising Age, February 17, 2010, . com/digital/article?article_id=142150 (accessed February 18, 2010). 31. Digital Media, p. 13. 32. “2009 Digital Handbook,” p. 13. 33. Alison Doyle, “LinkedIn and Your Job Search,” , (accessed January 8, 2010). 34. Jefferson Graham, “Cake Decorator Finds Twitter a Tweet Recipe for Success,” USA Today, April 1, 2009, p. 5B; Mark Glaser, “Twitter Founders Thrive on Micro-Blogging Constraints,” MediaShift, May 17, 2007, mediashift (accessed July 15, 2010). 35. “2009 Digital Handbook,” p. 11. 36. Summer Busari, “Tweeting the Terror: How Social Media Reacted to Mumbai.” , November 28, 2008, 2008/WORLD/asiapcf/11/27/mumbai.twitter/index. html?eref=rss_latest (accessed January 13, 2010). 37. Devra J. First, “ ‘Tweets’ on the Menu Are a Sweet Deal,” , June 29, 2009, ae/food/ restaurants/articles/2009/06/29/restaurants_finding_ twitter_a_cheap_effective_marketing_tool (accessed January 13, 2010). 38. Kathy Chu and Kim Thai, “Banks Jump on the Twitter Wagon,” USA Today, May 12, 2009, p. B1. 39. Josh Tyrangiel, “Bing vs. Google: The Conquest of Twitter,” Time, October 22, 2009, time/business/ article/0,8599,1931532,00.html
(accessed January 7, 2010). 40. “2009 Digital Handbook,” p. 11. 41. Li and Bernoff, p. 43. 42. “Couldn’t Stop the Spread of the Conversation in Reactions from Other Bloggers,” from Hyejin Kim’s May 4, 2007, blog post “Korea: Bloggers and Donuts” on the blog Global Voices at (accessed January 10, 2010). 43. Randy Tinseth, “Randy’s Journal,” Boeing, . com/randy (accessed January 10, 2010). 44. Li and Bernoff, p. 24. 45. Li and Bernoff, pp. 25–26. 46. “2009 Digital Handbook,” p. 11. 47. Zeke Camusio, “Flickr Marketing—6 Awesome Tactics to Promote Your Website on Flickr,” The Outsourcing Company, February 19, 2009, theoutsourcingcompany. com/blog/social-media-marketing/flickr-marketing-6-awesometactics-to-promote-your-website-on-flickr (accessed January 11, 2010). 48. Bianca Male, “How to Promote Your Business on Flickr,” The Business Insider, December 1, 2009, businessinsider. com/how-to-promote-your-business-on-flickr-2009-12?utm_ source=feedburner&utm_medium=feed&utm_campaign=Feed %3A+businessinsider+(The+Business+Insider) (accessed January 11, 2010). 49. “How to Market on Flickr,” Small Business Search Marketing, articles (accessed January 11, 2010). 50. “GM blogs’ Photostream,” Flickr, photos/ gmblogs (accessed January 11, 2010); “About the Lab,” The Lab, (accessed January 11, 2010). 51. “Barack Obama’s Photostream,” Flickr, photos/barackobamadotcom (accessed January 11, 2009). 52. Sage Lewis, “Using Flickr for Marketing,” YouTube, uploaded February 13, 2007.
watch?v=u2Xyzkfzlug (accessed January 11, 2010). 53. Jessi Hempel, “Google (Still) Loves YouTube,” Fortune, April 17, 2009, 37–42.
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N-16 Notes
54. David Meerman Scott, The New Rules of Marketing & PR (Hoboken: John Wiley & Sons, 2009), p. 224; “Mainframe: The Art of the Sales, Lesson One,” YouTube, youtube. com/watch?v=MSqXKp-00hM (accessed January 10, 2010); Ryan Rhodes, “The Mainframe: It’s Like a Barn,” IBM Systems, March–April 2007, mainframe/ marchapril07/stoprun/11984p1.aspx (accessed February 18, 2010). 55. Ashlee Vance, “A Big Name in Tech Tries a Common Touch,” New York Times, December 4, 2009, nytimes. com/2009/12/04/technology/04adco.html (accessed January 6, 2009). 56. “Search Giant Google to Buy YouTube for $1.65B,” , October 10, 2006, story/0,2933,218921,00.html (accessed January 8, 2010). 57. “2009 Digital Handbook,” p. 14. 58. Christopher S. Penn, “About the Financial Aid Podcast,” , about/ (accessed January 11, 2010). 59. “Real Cars Drive into Second Life,” , November 18, 2006,
autos/2nd_life_cars/index.htm (accessed January 13, 2010). 60. “Sun Chief Researcher John Gage to Host Second Life’s First-Ever Fortune 500 Press Conference,” Oracle and Sun, October 6, 2006, us/Sun/index.html (accessed September 13, 2010). 61. “CNN enters the virtual world of Second Life,” , November 12, 2007, 2007/TECH/11/12/second. life.irpt/index.html (accessed September 13, 2010). 62. Li and Bernoff, p. 41. 63. Li and Bernoff, pp. 41–42. 64. Scott, The New Rules of Marketing and PR, pp. 195–196. 65. Li and Bernoff, p. 44. 66. Li and Bernoff, pp. 44–45. 67. “Internet Usage Statistics,” Internet World Stats, stats.htm (accessed February 22, 2010). 68. Miguel Bustillo and Geoffrey A. Fowler, “Wal-Mart Uses its Stores to Get an Edge Online,” Wall Street Journal, December 15, 2009, p. B1. 69. “The Empire Builder,” Marketing News, March 15, 2010, p. 19. 70. “Samsung Pushes the Right Buttons with Digital Marketing Campaign,” Zawya, May 30, 2010, sidZAWYA20100530093243/Samsung%20Pushes%20the%20 Right%20Buttons%20with%20Digital%20Marketing%20 Campaign (accessed June 1, 2010). 71. Aaron Back, “China’s Big Brands Tackle Web Sales,” Wall Street Journal, December 1, 2009, B2. 72. “Pepsi Refreshes Digital,” Marketing News, March 15, 2010, p. 16. 73. (accessed July 16, 2010); Mark Weingarten, “‘Project Runway’ for The T-Shirt Crowd,” , June 18, 2007, magazines/business2/business2_archive/2007/06/01/100050978/ index.htm (accessed July 16, 2010); (accessed July 16, 2010).
74. Frazier, “CrowdSourcing,” p. 73; “Pasta Talent Community,” GrouperEye, blog/pasta-talent-community (accessed July 16, 2010). 75. Frazier, “CrowdSourcing,” p. 70. 76. Jack Neff, “P&G Embraces Facebook as Big Part of Its Marketing Plan,” Advertising Age, January 25, 2010, http:// digital/article?article_id=141733 (accessed February 18, 2010). 77. “A Special Report on Martketing,” p. 13. 78. Li and Bernoff, pp. 26–27. 79. Ryan Underwood, “Tell Us What You Really Think: Collecting Customer Feedback,” Inc. (December 2008): pp. 52–53.
80. Noreen O’Leary, “Study: Customer Feedback Ignored.” Ad Week, January 26, 2009, aw/content_display/ news/client/e3ic96aa80f511fb30f5635f219369f11aa (accessed February 10, 2009). 81. Olivier Blanchard, “Basics of Social Media ROI,” Slideshare, (accessed February 10, 2010). 82. Emily Steel, “Modeling Tools Stretch Ad Dollars,” Wall Street Journal, May 18, 2009, p. B7. 83. Larry Barrett, “Data Breach Costs Surge in 2009: Study,” eSecurity Planet, January 26, 2010, features/ article.php/3860811/article.htm (accessed February 10, 2010). 84. Emily Steel, “Web Privacy Efforts Targeted,” Wall Street Journal, June 25, 2009, B10. 85. “Facebook Takes Strong Stance Against Haiti Fraud,” Media Street, January 19, 2010, media-street.co.uk/our-blog/ (accessed January 18, 2010). 86. Kara Swisher and Walt Mossberg, “All Things Digital,” Wall Street Journal, June 2, 2009, p. R1, R6. 87. Sarah Needleman, “Social-Media Con Game,” Wall Street Journal, October 12, 2009, 01424052748704471504574445502831219412.html
(accessed February 18, 2010). 88. 2008 Global Software Piracy Study, Business Software Alliance and International Data Corporation, p. 1, globalpiracy2008/studies/globalpiracy2008.pdf (accessed March 25, 2010). 89. Aubry R. Fowler III, Barry J. Babin, and May K. Este (2005), “Burning for Fun or Money: Illicit Consumer Behavior in a Contemporary Context,” presented at the Academy of Marketing Science Annual Conference, May 27, 2005, Tampa, FL. 90. Kevin Shanahan and Mike Hyman “Motivators and Enables of SCOURing,” Journal of Business Research, 2009. 91. “Postage ~ Postcards,” iTunes Preview, app/postage-postcards/id312231322?mt=8# (accessed April 22, 2010); “Welcome to Rogue Sheep,” RogueSheep Website, (accessed April 22, 2010); Philip Michaels, “Macworld’s 2009 App Gems Awards,” Macworld, December 15, 2009, article/145088/2009/12/ appgems_2009.html?lsrc=top_1 (accessed April 22, 2010); “Company,” RogueSheep Website, company (accessed April 22, 2010); Brier Dudley, “Rogue Sheep Wins Apple’s Stamp of Approval,” The Seattle Times, June 11, 2009, seattletimes.html/brierdudley/2009325474_ brier11.html (accessed April 22, 2010). 92. Brad Wilson, Bradsdeals homepage, (accessed April 28, 2009); Michael S. Malone, “The Twitter Revolution,” Wall Street Journal, April 18, 2009, p. A11; Ann Meyer, “Facebook, Twitter, Other Social Media Help Drive Business for Small Firms,” Chicago Tribune, April 27, 2009, (accessed April 8, 2010); Jefferson Graham, “Cake
Decorator Finds Twitter a Tweet Recipe for Success,” USA Today, April 1, 2009, p. 5B; “A Peach of an Opportunity,” The Economist, January 30, 2010, pp. 13–15; Courtney Rubin, “Why Social Media Is Really Worth Your Time,” Inc., April 23, 2010, news/ articles/2010/04/how-social-media-helps-small-business.html (accessed May 3, 2010); Hannah Clark Steiman, “How Twitter Helps a CEO Run His Company,” July 1, 2009, magazine/ (accessed May 3, 2010); Jonathan Browning and Brian Womack, “Twitter Starts Selling Advertising to Boost Revenue,” BusinessWeek, April 13, 2010, businessweek. com/news/ (accessed May 5, 2010). 93. “McDonald’s Delivers Another Year of Strong Results in 2009,” Press Release, . zhtml?c=97876&p=irol-newsArticle&ID=1377920&highlight= (accessed May 4, 2010); “Canola Blend Cooking Oil,” McDonald’s, us/en/food/food_quality/
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Notes N-17
see_what_we_are_made_of/your_questions_answered/canola_ blend_oil.html (accessed May 4, 2010); “Moms’ Quality Correspondents,” McDonald’s, us/en/ food/food_quality/see_what_we_are_made_of/moms_quality_ correspondents.html
(accessed May 4, 2010); “Arch Card,” McDonald’s, us/en/services/arch_card. html (accessed May 4, 2010); Esther Fung, “McDonald’s to Double Restaurants in China,” Wall Street Journal, March 29, 2010, 01504575153702832556686.html (accessed May 4, 2010); Meg Marco, “McDonald’s Rolls Out Breakfast Dollar Menu,” The Consumerist, August 28, 2009, . com/2009/08/mcdonalds-rolls-out-breakfast-dollar-menu.html (accessed May 4, 2010); “Our History,” Ronald McDonald House Charities, (accessed May 4, 2010); Stuart Elliott, “Straight A’s, with a Burger as a Prize,” New York Times, December 6, 2007, p. C4; Janet Adamy, “Steady Diet: As Burgers Boom in Russia, McDonald’s Touts Discipline,” Wall Street Journal, October 16, 2007, p. A1.
3. 4. 5.
6.
7.
8. 9.
Feature Notes
a. Kermit Pattison, “How to Market Your Business with Facebook,” New York Times, November 12, 2009, 2009/11/12/business/smallbusiness/12guide.html (accessed November 18, 2009); (accessed February 19, 2010); Kyle Austin, “5 Tips for Marketing on Facebook’s New Pages,” Fast Company, March 12, 2009, blog/ (accessed December 20, 2009); “Have You Tried Marketing Your Business With Facebook,” New York Times, November 16, 2009, . com/2009/11/16/have-you-tried-marketing-your-business-withfacebook (accessed December 20, 2009); Dan Fost, “Facebook a Friend to Small Businesses,” Chicago Tribune, October 28, 2009, p. 47; Courtney Rubin, “Facebook Tops Google in Directing
Web Traffic,” Inc., February 16, 2010, news/articles/2010/02/facebook-tops-in-directing-web-traffic.html (accessed February 19, 2010). b. Wailin Wong and Monica Eng, “Yelp, Other Online Review Sites Changing Consumer-Merchant Dynamics,” Chicago Tribune, March 19, 2010, business/ (accessed March 22, 2010); Max Chafkin, “In Defense of Yelp,” Inc., February 19, 2009, staff-blog/2009/02/19/ in_defense_of_yelp.html# (accessed March 22, 2010); Scott Austin, “Yelp CEO: We May Be Weird, But We Have Nothing To Hide,” Wall Street Journal, March 1, 2010, . com/ (accessed March 22, 2010); Jefferson Graham, “‘Yelpers’ Review Local Businesses,” USA Today, June 12, 2007, money/industries/technology/2007-06-12-yelp_N. htm (accessed March 22, 2010). c. Care 2, (accessed December 17, 2009); Tree Hugger, (accessed January 16, 2010). 10. 11.
12.
13. 14.
15.
16.
17.
18.
Chapter 11
1. Paul Ingrassia, “Taurus Takes Another Lap,” SmartMoney (November 2009): pp. 86–87; Mike Ofiara, Amy Skogstrom, Rusty Blackwell, David Zenlea, Eric Tingwall, and Joe DeMatio, “Reviews: 2010 Ford Taurus SHO,” Automobile, November 17, 2009, reviews/ editors_notebook/0911_2010_ford_taurus_sho/index.html; Ann M. Job, “Ford Taurus Gets Styling and Technology Makeover,” Associated Press, September 10, 2009, philly/ classifieds/cars/ (accessed November 25, 2009). 2. Michael B. Baker, “Le Meridien Dethrones Upper Upscale Leader JW Marriot,” Business Travel News, March 8, 2010,
19. 20.
businesstravelnews/headlines/frontpage_
display.jsp?vnu_content_id=1004073522 (accessed April 5, 2010). “Company Profile,” Starbucks, February 2010. starbucks. com/about-us/company-information (accessed April 5, 2010). Robert Bosch, About Us, content/language2/ html/2859.htm (accessed April 5, 2010) “Janitorial and Housekeeping Cleaning Products: USA 2010: Market Analysis and Opportunities,” The Kline Group, content/language2/html/index.htm (accessed April 5, 2010). , “Sunny Ridge Farm Launches New Product Line Extension” February 23, 2010, news_ detail.asp?id=59361; “What’s New,” SunnyRidge Farm, March 31, 2010, whatsnew.php?IDX=138. William P. Putsis Jr. and Barry L. Bayus, “An Empirical Analysis of Firms’ Product Line Decisions,” Journal of Marketing Research (February 2001): pp. 110–118. General Electric Website, Products & Services, products_services/index.html (accessed April 7, 2010). Deborah Ball, “Snack Attack: As Chocolate Sags, Cadbury Gambles on a Piece of Gum,” Wall Street Journal, January 12, 2006, p. A1, . Emily Bryson York, “The Cold Truth: No One Does Veggies Quite Like Birds Eye,” Advertising Age, March 29, 2010 p. 8. Brian A. Lukas and O. C. Ferrell, “The Effect of Market Orientation on Product Innovation,” Journal of the Academy of Marketing Science (February 2000): pp. 239–247. Michael D. Johnson, Andreas Herrmann, and Frank Huber, “Evolution of Loyalty Intentions,” Journal of Marketing 70 (April 2006), via . The Dettman Group, (accessed April 15, 2010).
Narendra Rao, “The Keys to New Product Success (Part-1)— Collecting Unarticulated & Invisible Customer-Needs,” Product Management & Strategy, June 19, 2007, . (accessed April 1, 2010). Gwendolyn Cuizon, “SWOT Analysis of Dell Computers,” , March 5, 2009, . article.cfm/swot_analysis_of_dell_computers (accessed March 31, 2010). Elizabeth Esfahani, “Finding the Sweet Spot,” Business 2.0, November 2005, via money.magazines/business2/ business2_archive/2005/11/01/8362835/index.htm (accessed April 16, 2010). Dan Sewell, “P&G Testing Cheaper Tide,” AP Newswire, July 1, 2009, via (accessed March 8, 2010); Jessica Noll, “Have Tides of Economy Affected P&G?” , July 16, 2009, (accessed April 8, 2010). Jonathan Welsh, “Two Crossovers Ahead of the Class,” Wall Street Journal, August 28, 2009, article/SB10001424052970203706604574378532004773694. html?KEYWORDS=crossovers (accessed April 5, 2010). O. C. Ferrell and Michael Hartline, Marketing Strategy (Mason, OH: South-Western, 2008), pp. 172–173. Sarah Kabourek & Kim Thai, “Barbie Gets a Makeover,” Fortune, gallery.barbie_makeover.fortune/index.html (accessed March 25, 2010); Aarthi Sivaraman, “Barbie at 50: Is Mattel’s Star Still in Fashion?” Reuters, March 6, 2009, article/lifestyleMolt/idUSTRE52603B20090307 (accessed March 25, 2010); Jessica Michault, “Looking Half Her Age: Barbie at 50,” New York Times, January 5, 2009, nytimes. com/2009/01/06/style/06iht-fbarbie.1.19084850.html
(accessed March 25, 2010); Louisa Lim, “Mattel Hopes Shanghai Is a
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N-18 Notes
21.
22.
23.
24. 25.
26. 27.
28. 29.
30.
31.
32.
Barbie World,” NPR, March 6, 2009, templates/ story/story.php?storyId=101479810 (accessed March 25, 2010). Valerie Bauerlein, “U.S. Soda Sales Fell at Slower Rate Last Year,” Wall Street Journal, March 25, 2010, . com/article/SB100014240527487042665045751417102133385 60.html (accessed April 8, 2010). Adam Horowitz, Mark Athitakis, Mark Lasswell, and Owen Thomas, “101 Dumbest Moments in Business,” Business 2.0 (January/February 2005): pp. 103–112. Dennis K. Berman and Ellen Byron, “P&G Sells Sure Deodorant Label to Private Firm Innovative Brands,” Wall Street Journal, September 26, 2006, p. B2, . Adapted from Everett M. Rogers, Diffusion of Innovations (New York: Macmillan, 1962), pp. 81–86. Arch G. Woodside and Wim Biemans, “Managing Relationships, Networks, and Complexity in Innovation, Diffusion, and Adoption Processes,” Journal of Business & Industrial Marketing 20 (July 2005): pp. 335–338. Ibid., pp. 247–250.
James “Dela” Delahunty, “iPod Market Share at 73.8 Percent, 225 Million iPods Sold, More Games for Touch than PSP & NDS: Apple,” After Dawn News, September 9, 2009, news/article.cfm/2009/09/09/ipod_market_share_ at_73_8_percent_225_million_ipods_sold_more_games_for_ touch_than_psp_nds_apple (accessed April 2, 2010). Horowitz, Athitakis, Lasswell, and Thomas, “101 Dumbest Moments in Business.” Susan Casey, “Object-Oriented: Everything I Ever Needed to Know About Business I Learned in the Frozen Food Aisle,” Business 2.0, October 2000. “McDonald’s Opens First McCafe in U.S.,” Entrepreneur, May 14, 2001, franchises/franchisezone/ thisjustin/article40494.html (accessed April 2, 2010); “McDonald’s Poised to Rival Starbucks Nationwide Starting Today,” QSR, May 5, 2009, articles/ news/story.phtml?id=8625 (accessed April 2, 2010). John Christakos, “American Furniture.” Blu Dot Website, blu_dot_info/in_print/american_furniture (accessed April 21, 2010); “The Blu Dot Story,” Blu Dot Website, blu_dot_info/the_blu_dot_story (accessed April 21, 2010); “Trade,” Blu Dot Website, blu_dot_info/trade (accessed April 21, 2010); “[Stuff],” Blu Dot Website, Originally published in Minnesota Monthly, blu_dot_info/in_print/minnesota_monthly (accessed April 21, 2010); Carl Alviani, “Taking the Middle Ground: Massive Design for the Masses?” Core77, reactor/07.05_mIddleground.asp (accessed April 21, 2010). Justin Scheck and Niraj Sheth, “Dell Makes Phone Official,” Wall Street Journal, January 6, 2010, blogs. digits/2010/01/06/dell-makes-phone-official/?KEYWORDS=Dell
(accessed May 1, 2010); Michael Eggbrecht, “Smartphone Evolution: From Simon to Pre in 12 Steps,” CIO Zone, July 17, 2009, index.php/Mobile-and-Wireless/ Smartphone-Evolution-From-Simon-to-Pre-in-12-Steps.html (accessed May 1, 2010); Justin Scheck, “Dell Reorganizes, Creating New Mobile Device Division,” Wall Street Journal, December 5, 2009, 748704342404574576201600691622.html?KEYWORDS=Dell+ (accessed May 1, 2010); .
January 2009, Media/pdf/CEOSpeakJan.pdf (accessed January 14, 2010). b. Laura Lorber, “Small Business Link: How Online Marketing Videos Became a Hit in Their Own Right,” The Wall Street Journal, July 2, 2007, p. B4; Marianne Kolbasuk McGee, “YouTube Videos Stir Up New Sales For ‘Will It Blend’ Maker,” Information Week, Sept. 27, 2007, ; Samantha Murphy, “Blend-Worth Technology: Companies Take Online Videos to the Next Level,” Chain Store Age, July 2007, p. 82. c. Jeffrey A. Trachtenberg and Geoffrey A. Fowler, “Barnes & Noble Challenges Amazon’s Kindle,” Wall Street Journal, July 21, 2009, p. A1; Geoffrey A. Fowler, “Buyer’s E-Morse: ’Owning” Digital Books,” Wall Street Journal, July 23, 2009, p. A11; Michael Liedtke, “Google Makes Concessions on Digital Book Deal,” , November 13, 2009, news/tech/70085527.html (accessed November 29, 2009); Ginny Mies, “Skeptical Shopper: The Pros and Cons of Buying E-Books,”
PCWorld, August 21, 2009, article/170635/ skeptical_shopper_the_pros_and_cons_of_buying_ebooks.html (accessed November 29, 2009), Shira Ovide and Geoffrey A. Fowler, “Hearst Plans Digital Magazine, Newspaper Service,” Wall Street Journal, December 4, 2009, email/SB10001424052748703735004574574290782602228lMyQjAxMDA5MDAwNDEwNDQyWj.html (accessed December 4, 2009); (accessed October 15, 2009); Jon Stokes, “The Future of Scholarship? Harvard Goes Digital with Scribd,” ars technica, July 17, 2009, media/ news/ (accessed October 15, 2009); Spencer E. Ante, “An E-Book Upstart with Unlikely Fans,” BusinessWeek, June 22, 2009, p. 54; Ryan Knutson and Geoffrey A. Fowler, “Book Smarts? E-Texts Receive Mixed Reviews From Students,” Wall Street Journal, July 16, 2009, 7304574277041750084938.html. d. “Thoughts on Music,” Apple Inc.—Steve Jobs, hotnews/thoughtsonmusic/, February 6, 2007 (accessed April 3, 2008); “iTunes Stores Sales Going Strong,” MacWorld, article/54775/2007/01/sales/html, January 9, 2007 (accessed April 3, 2008).
Chapter 12
1. Anna Vander Broek, “Self-Healing Concrete,” Forbes, November 2, 2009, pp. 46–48; Anne Minard, “Bendable Concrete Heals Itself—Just Add Water,” National Geographic News, May 5, 2009, (accessed April 11, 2010); Nicole Casal Moore, “Self-Healing Concrete for Safer, More Durable Infrastructure,” Michigan Today, University of Michigan, April 22, 2009, http:// michigantoday.umich.edu (accessed April 11, 2010);
Doug Smock, “Bendable Concrete Protects Against Hurricanes,” design news, November 4, 2007, article/3464-Bendable_Concrete_Protects_Against_Hurricanes. php (accessed April 11, 2010). 2. “Carbonated Soft Drinks in the United States 2009,” Research and Markets, .../carbonated_ soft_drinks_in_the_united_states.pdf (accessed March 12, 2010); Coca-Cola Press Release, “Coca-Cola North America Announces 2008 Launch of Sprite Green,” December 17, 2008, presscenter/newproducts_ sprite_green_with_truvia.html (accessed March 12, 2010). 3. “SunnyRidge Farm Launches New Product Line Extension,” Fresh Plaza, February 23, 2010, news_ detail.asp?id=59361 (accessed March 14, 2010). 4. “Keypads Handsets Vs. Touch Screen Mobile Phones,” TechGadgets, August 18, 2009, techgadgets.in (accessed March 15, 2010).
Feature Notes
a. Andy Stone, “The Green Giant,” Forbes, November 2, 2009, pp. 42–44; (accessed January 13, 2010); Marianne Wilson, “CEOSpeak: Energy,” Chain Store Age,
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Notes N-19
5. Peter Cohan, “After 101 Years, Why GM Failed,” DailyFinance,
May 31, 2009, story/ company-news/after-101-years-why-gm-failed/19052641/ (accessed March 14, 2010). 6. Rachel Dodes, “Spanx Body Slimmers for Men Unveiled,” Wall Street Journal, February 16, 2010, runway/2010/02/16/spanx-body-slimmers-for-men-unveiled/tab/ article/ (accessed March 17, 2010). 7. Rich Jaroslovsky, “Welcome to My Mobile Hot Spot,” Bloomberg Businessweek, February 22, 2010, p. 80. 8. “About us,” Smart USA, (accessed March 15, 2010). 9. Leonor Vivanco, “From Mind to Menu,” Chicago Tribune, February 21, 2010, features (accessed March 17, 2010). 10. “A. G. Lafley: Procter & Gamble,” BusinessWeek, December 19, 2005, p. 62. 11. Nadira A. Hira, “Fahreheit 212—The Innovator’s Paradise,” Fortune, December 16, 2009, news/companies/fahrenheit_212.fortune/index.htm (accessed March 19, 2010). 12. Paul Ziobro, “Yum to Expand Test of Breakfast Menu at Taco Bell,” Nasdaq, March 19, 2010, (accessed March 19, 2010). 13. Jason Daley, “The Big Bounce,” Entrepreneur (April 2010): p. 108. 14. Jack Neff, “Swiffer by Another Name,” Advertising Age, April 11, 2005, p. 11. 15. “Scores By Industry: Full Service Restaurants,” The American Consumer Satisfaction Index, (accessed April 11, 2010). 16. “Scores by Industry: Express Delivery,” ACSI, (accessed April 11, 2010). 17. Press Release, The Chrysler Experience, “2010 Chrysler Town & Country and Dodge Journey Earn Pet Safe Choice Awards,” February 12, 2010, en/experience/news/ articles/?guid=2010_02_12_town_n_country_journey_pet_safe_
award (accessed March 26, 2010). 18. Marco Bertini, Elie Ofek, and Dan Ariely, “The Impact of Add-On Features on Consumer Product Evaluations,” Journal of Consumer Research 36, no. 1 (June 2009): pp. 17–28. 19. Stephanie Clifford, “Condé Nast Closes Gourmet and 3 Other Magazines,” New York Times, October 5, 2009, nytimes. com/2009/10/06/business/media/06gourmet.html (accessed March 26, 2010). 20. Rick Barrett, “CEO Keeping Harley Rolling through Tough Times,” Milwaukee Journal-Sentinel, April 25, 2010, business/92025399.html (accessed April 29, 2010); “Harley-Davidson Reports 2009 Results,” Press Release, wcm/Content/Pages/HD_News/Company/ newsarticle.jsp?locale=en_US&articleLink=News/0632_ press_release.hdnews&newsYear=2010&history=archive (accessed April 29, 2010); Rick Barrett, “A Home for Harley’s Heritage,” Milwaukee Journal-Sentinel, June 29, 2008, . 21. Normany Madden, “Soy-Sauce-Flavored Kit Kats? In Japan, They’re No. 1,” AdAge, March 4, 2010 globalnews/article?article_id=142461 (accessed May 1, 2010); “Fad Marketing Balancing Act,” BusinessWeek, August 6, 2007, magazine/content/07_32/ b4045055.htm (accessed May 1, 2010); W. David Marx, “Pepsi Shiso: Soda Pop Meets a Minty Japanese Herb,” CNNGO, July 14, 2009, tokyo/drink/pepsi-shiso-487567 (accessed May 1, 2010); Jones Soda Corporate Website: Signature Limited Edition Labels, files_4/ limited_editions.php (accessed May 1, 2010).
Feature Notes
a. Spanx, (accessed February 18, 2009); Meredith Bryan, “Spanx
Me, Baby!” The New York Observer, December 4, 2007, 2007/spanx-me-baby?page=1. b. “Elevator Pitch: Guitar Affair Is Like Netflix for HighEnd Guitar Rentals. Will $150,000 Help the Company go Platinum?” Inc. (October 2009): p. 107; (accessed December 18, 2009); guitaraffair (accessed April 11, 2010); “Guitar Affair: It’s Netflix for Guitars,” Grateful Dead Music Forum, June 2009, forum/viewtopic.php?f=346&t=6475 (accessed April 11, 2010). c. Jeff Borden, “SunChips Lets the Sun In,” marketingnews, September 30, 2009, pp. 10–11; (accessed April 11, 2010); Karlene Lukovitz, “SunChips Keeps Building Green Momentum,” Marketing Daily, April 22, 2009, (accessed April 11, 2010); Charisse Jones, “Compostable SunChips Bags Part of Green Packing Trend,” USA Today, April 16, 2009, (accessed April 11, 2010). d. “Airborne Settles Suit Over False Claims,” NPR, . org, January 6, 2008 (accessed April 12, 2010); “Cold Remedy Airborne Settles Lawsuit,” WebMD, , March 4, 2008 (accessed April 12, 2010); “Airborne Settles Lawsuit,” , , March 7, 2008 (accessed April 12, 2010).
Chapter 13
1. Melanie D. G. Kaplan, “Tim Zagat: Why Our Guides Are Still Relevant in the Yelp Age,” , March 22, 2010, ; Peter Burrows, “Yelp If You Don’t Want to Go Public,” BusinessWeek, February 15, 2010, p. 23; Max Chafkin, “You’ve Been Yelped,” Inc., February 1, 2010, magazine/20100201/youve-been-yelped.html; ; ; . 2.
Leonard L. Berry and A. Parasuraman, Marketing Services: Competing through Quality (New York: Free Press, 1991), p. 5. 3. Susan Adams, “Where the Jobs Are: Home Call-Center Workers,” , October 12, 2009, . 4. Abby Ellin, “The Recession. Isn’t it Romantic?” New York Times, February 11, 2009, 2009/02/12/ fashion/12dating.html. 5. Raymond P. Fisk, Stephen J. Grove, and Joby John, Interactive Services Marketing (Boston: Houghton Mifflin, 2003), p. 25. 6. Ibid., p. 59. 7. The information in this section is based on K. Douglass Hoffman and John E. G. Bateson, Services Marketing: Concepts, Strategies, and Cases, 3rd ed. (Cincinnati, OH: Thomson/South-Western, 2006); Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, Delivering Quality Service: Balancing Customer Perceptions and Expectations (New York: Free Press, 1990). 8. Michael K. Brady, Brian L. Bourdeau, and Julia Heskel, “The Importance of Brand Cues in Intangible Service Industries: An Application to Investment Services,” Journal of Services Marketing 19 (October 2005): pp. 401–410. 9. Don E. Schultz, “Lost in Transition,” Marketing Management (March/April 2007): pp. 10–11. 10. Jeremy J. Sierra and Shaun McQuitty, “Service Providers and Customers: Social Exchange Theory and Service Loyalty,” Journal of Services Marketing 19 (October 2005): pp. 392–400. 11. Steve Sizoo, Richard Plank, Wilifried Iskat, and Hendrick Serrie, “The Effect of Intercultural Sensitivity on Employee Performance in Cross-cultural Service Encounters,” Journal of Services Marketing 29 (June 2005): pp. 245–255.
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N-20 Notes
12. J. Paul Peter and James H. Donnelly, A Preface to Marketing Management (Burr Ridge, IL: Irwin/McGraw-Hill, 2003), p. 212. 13. Sabin Im, Charlotte H. Mason, and Mark B. Houston, “Does Innate Consumer Innovativeness Relate to New Product/Service Adoption Behavior? The Intervening Role of Social Learning via Vicarious Innovativeness,” Journal of the Academy of Marketing Science 35 (2007): pp. 63–75. 14. Michael D. Hartline and O. C. Ferrell, “Service Quality Implementation: The Effects of Organizational Socialization and Managerial Actions of Customer Contact Employee Behavior,” Marketing Science Institute Report, no. 93-122 (Cambridge, MA: Marketing Science Institute, 1993). 15. Terah Shelton, “Best Buy’s New ROLE,” Training Magazine, June 11, 2009, . 16. Fisk, Grove, and John, Interactive Services Marketing, p. 56. 17. Ibid., p. 91. 18. Greg Lindsay, “Flight Plan,” Fast Company (May 2007): pp. 100–107. 19. Laura Petrecca, “More Marketers Target Baby Boomers’ Eyes, Wallets,” USA Today, February 25, 2007, . 20. Gold’s Gym, “Meet the Trainers,” gyms/ trainers.php?gymID=0103 (accessed April 14, 2010). 21. Lesley Kump, “Teaching the Teachers,”
Forbes, December 12, 2005, p. 121. 22. PetSmart, banfield. (accessed April 14, 2010). 23. Ahmed Taher and Hanan El Basha, “Heterogeneity of Consumer Demand: Opportunities for Pricing of Services,” Journal of Product & Brand Management 15 (May 2006): pp. 331–340. 24. “Microsoft Bing,” PC Magazine, article2/0,2817,2348065,00.asp (accessed April 14, 2010). 25. Florian v. Wangenheim; and Tomás Bayón, “Behavioral Consequences of Overbooking Service Capacity,” Journal of Marketing 71 (October 2007): pp. 36–47. 26. Zeithaml, Parasuraman, and Berry, Delivering Quality Service. 27. Dayana Yochim, “ ‘Customer Rage’ Is on the Rise,” The Motley Fool, November 3, 2005, via . 28. John Gountas and Sandra Gountas, “Personality Orientations, Emotional States, Customer Satisfaction, and Intention to Repurchase,” Journal of Business Research 60 (January 2007): pp. 72–75. 29. Valarie A. Zeithaml, “How Consumer Evaluation Processes Differ between Goods and Services,” in Marketing of Services, eds. James H. Donnelly and William R. George (Chicago: American Marketing Association, 1981), pp. 186–190. 30. “ Is Most Visited Legal Site for People Seeking an Attorney,” , June 15, 2009, http:// . 31. A. Parasuraman, Leonard L. Berry, and Valarie A. Zeithaml, “An Empirical Examination of Relationships in an Extended Service Quality Model,” Marketing Science Institute Working Paper Services, no. 90-112 (Cambridge, MA: Marketing Science Institute, 1990), p. 29. 32. Chana R. Schoenberger, “Will Work with Food,” Forbes, September 18, 2006, pp. 92+. 33. Valarie A. Zeithaml, Leonard L. Berry, and
A. Parasuraman, “Communication and Control Processes in the Delivery of Service Quality,” Journal of Marketing (April 1988): pp. 35–48. 34. Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science (Winter 1993): pp. 1–12. 35. John F. Milliman, Eric M. Olson, and Stanley F. Slater, “Courting Excellence,” Marketing Management (March/ April 2007): pp. 14–17. 36. Jose Martinez, “Voting Campaign Launched,” The [Sacramento State University] State Hornet, November 27, 2007, media. .
37. Philip Kotler, Marketing for Nonprofit Organizations, 2nd ed. (Englewood Cliffs, NJ: Prentice-Hall, 1982), p. 37. 38. Ibid. 39. Eric Newman, “March of Dimes Repositions Brand to Broadcast Appeal,” Brandweek, January 16, 2008, bw/news/pharmaceutical/article_display. jsp?vnu_content_id=1003696958. 40. “VerticalResponse, Inc. Surveys the State of Non-Profits in America; Reports on Trends in Marketing Channel Use Across 2009 and 2010,” VerticalResponse, Press Release, February 1, 2010, node/1512. 41. Linda Formichelli, “A Delicate Balance,” Deliver (September 2007): pp. 8–9. 42. VerticalResponse, Press Release. 43. “Disaster Alert: Earthquake in Haiti,” Red Cross, January 13, 2010, newsroom.. 44. Dan Reed, “Continental, Southwest Land Profits,” USA Today, January 22, 2010, p. 2B; Tom Belden, “Baggage Fees, ‘Other’ Revenue Seems Here to Stay,” Philadelphia Inquirer, January 29, 2010; Lewis Lazare, “Why Southwest Soars as Other Airlines Sag,” Chicago Sun-Times, June 20, 2008,
; Trebor Banstetter, “Southwest’s Boss Shuns Fees, Aims for More Fliers,” Fort Worth Star-Telegram, June 2, 2008, ; Evan Smith, “Texas Monthly Talks: Evan Smith Sits Down with Herb Kelleher,” Texas Monthly (June 2008): pp. 78+; . 45. Monée Fields-White, “Walgreen Stands to Reap Benefits of Health Care Reform,” Crain’s Chicago Business, March 24, 2010, ; Ben Sutherly, “Health Care Clinics Setting Up Shop Inside Area Kroger Stores, Dayton Daily News (OH), March 21, 2010, daytondailynews. com; “In-store Clinics Build Niche in Changing Health Care System,” Chain Drug Review, April 20, 2009, p. 71; Walecia Konrad, “A Quick Trip to the Store for Milk and a Throat Swab,” New York Times, October 3, 2009, p. B6.
Feature Notes
a. Kathryn Rem, “More Springfield Restaurants Are Going Green,” The State Journal-Register (Springfield, IL), March 23, 2010, business/; Mary Landers, “Thrive Becomes Savannah’s First Certified Green Restaurant,” Savannah Morning News, March 25, 2010, ; Rita Cook, “Dallas-area Restaurants Make Cleaner Environment a Top Priority,” Dallas Morning News, March 13, 2010, . b. Cirque du Soleil, (accessed April 14, 2010); Douglas Belkin, “Talent Scouts for Cirque du Soleil Walk a Tightrope,” The Wall Street Journal, September 8, 2007, p. A1; Forrest Glenn Spencer, “It’s One Big Circus,” Information Outlook (October 2007): pp. 22–23. c. “BBB Reports Nearly One in Five Adult Americans’ Trust in Business Decreased in Past Year,” Better Business Bureau, Press Release, November 8, 2007, us/BBB-PressReleases.
d. Benny Evangelista, “Technology Gives Charities New Way to Reach Out,” San Francisco Chronicle, March 16, 2010, ; Dave Choate, “Nonprofits Turn to Facebook, Twitter,” Seacoast Online (New Hampshire), March 21, 2010, ; ; .
Chapter 14
1. Michael Learmonth, “Sales Chief Bradford to Leave Yahoo,” Advertising Age, March 15, 2010, ; Michael Learmonth, “Tale of the Tape: The Web’s Old Guard,” Advertising Age, October 5, 2009, p. 8; Brian Morrissey,
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Notes N-21
2. 3. 4. 5. 6.
7.
8.
9.
10.
11. 12. 13. 14.
15.
16. 17. 18. 19. 20.
21. 22.
23.
24.
25. 26.
“Elisa Steele Joins Yahoo as CMO,” Adweek Online, March 23, 2009, ; Abbey Klaassen, “Women to Watch: Elisa Steele,” Advertising Age, June 1, 2009, p. 34; . “Dictionary of Marketing Terms,” American Marketing Association, . Warren Church, “Investment in Brand Pays Large Dividends,” Marketing News, November 15, 2006, p. 21. Bethany McLean, “Classic Rock,” Fortune, November 12, 2007, pp. 35–40. U.S. Bureau of
the Census, Statistical Abstract of the United States, 2010, (Table 754). “US: Wal-Mart Taps Agentrics to Support Great Value Re-Branding, Private Label Development,” Just-Style, January 12, 2009, just-. C. D. Simms and P. Trott, “The Perception of the BMW Mini Brand: The Importance of Historical Associations and the Development of a Model,” Journal of Product and Brand Management 15 (2006): pp. 228–238. Douglas B. Holt, How Brands Become Icons: The Principles of Cultural Branding (Boston: Harvard Business School Press, 2004). “The Charmin(R) Restrooms Return to Times Square This Holiday Season to Help Consumers Really ‘Enjoy the Go,’ ” Proctor & Gamble, News Release, November 23, 2009, . David A. Aaker, Managing Brand Equity: Capitalizing on the Value of a Brand Name (New York: Free Press, 1991), pp. 16–17. Nick Bunkley, “Toyota’s Sales Fall as G.M. and Ford Gain,” The New York Times, February 2, 2010, . “Coca-Cola Buys Glaceau, Maker of Vitaminwater, for $4.1 Billion,” The Star, May 28, 2007, . “US: Wal-Mart Taps Agentrics to Support Great Value Re-Branding, Private Label Development.” “Store Brands Achieving New Heights of Consumer Popularity and Growth,” Private Label Manufacturer’s Association, (accessed April 14, 2010). Chiranjeev S. Kholi, Katrin R. Harich, and Lance Leuthesser, “Creating Brand Identity: A Study of Evaluation of New Brand Names,” Journal of Business Research 58 (2005): pp. 1506–1515. Dionne Searcey, “Bye, Cingular, in AT&T Rebranding,” The Wall Street Journal, January 12, 2007, p. B3, online.. Allison Fass, “Animal House,”
Forbes, February 12, 2007, pp. 72–75. Dorothy Cohen, “Trademark Strategy,” Journal of Marketing (January 1986): p. 63. U.S. Trademark Association, “Trademark Stylesheet,” no. 1A. Devon Del Vecchio and Daniel C. Smith, “Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk,” Journal of Marketing Science 33 (April 2005): pp. 184–196. “MillerCoors Beers,” MillerCoors, (accessed April 14, 2010). Kenneth Hein, “BK Boxers Leads Pack of Worst Line Extensions,” Brandweek, December 15, 2008, . Shantini Munthree, Geoff Bick, and Russell Abratt, “A Framework for Brand Revitalization,” Journal of Product & Brand Management 15 (2006): pp. 157–167. Chris Pullig, Carolyn J. Simmons, and Richard G. Netemeyer, “Brand Dilution: When Do New Brands Hurt Existing Brands?” Journal of Marketing 70 (April 2006). Sarah Jacobsson, “T-Mobile and Eric Clapton Pitch Fender Themed Phone,” PCWorld, January 14, 2010, . Thomas J. Madden, Kelly Hewett, and Martin S. Roth, “Managing Images in Different Cultures: A Cross-National
27. 28. 29. 30.
31.
32. 33. 34. 35.
36.
37.
Study of Color Meanings and Preferences,” Journal of International Marketing (Winter 2000): p. 90. Bruce Horovitz, “Earthbound Farm, Naked Juice to Use 100% Recycled Plastic,” USA Today, July 9, 2009, . “Will Healthy Options = Healthy Sales?” Packaging Digest (July 2007): pp. 28–33. Joel Dresang, “Making Bacon Pop,” Milwaukee JournalSentinel, November 17, 2007, . Bertrand Connolly, “Innovative Food Packaging Catches the Eye—and More,” , February
23, 2009, . Valerie Folkes and Shashi Matta, “The Effect of Package Shape on Consumers’ Judgment of Product Volume: Attention as a Mental Contaminant,” Journal of Consumer Research (September 2004): p. 390. Steve Everly, “Regulators Target Ink Cartridges,” Tennessean. com, January 17, 2010, . “Looking for That Label,” Prepared Foods (September 2006): p. 38. Federal Trade Commission, (accessed March 31, 2010). Paul Suprenard, “Climate Change in Our Own Back Yard,” St. Petersburg (Florida) Times, March 2, 2010, p. 7A; Jennifer Wang, “Brewing Big (With a Micro Soul),” Entrepreneur, November 2009, ; Robert Baun, “What’s in a Name? Ask the Makers of Fat Tire,” The [Fort Collins] Coloradoan, October 8, 2000, pp. E1, E3; Julie Gordon, “Lebesch Balances Interests in Business, Community,” The [Fort Collins] Coloradoan, February 26, 2003; Del I. Hawkins, Roger J. Best, and Kenneth A. Coney, Consumer Behavior: Building Marketing Strategy, 8th ed. (Burr Ridge, IL: IrwinMcGraw-Hill, 2001); David Kemp, Tour Connoisseur, New Belgium Brewing Company, personal interview by Nikole Haiar, November 21, 2000; ; New Belgium Brewing Company Tour by Nikole Haiar, November 20, 2000; Lisa Sanders, “This Beer Will Reduce Your Anxiety,” Advertising Age, January 17, 2005, p. 25; Bryan Simpson, “New Belgium Brewing: Brand Building Through Advertising and Public Relations,” instructorscatalog/misc/new_belgium_brewing.pdf. Jeremiah McWilliams, “PepsiCo Revamps ‘Formidable’ Gatorade Franchise After Rocky 2009,” The Atlanta JournalConstitution, March
23, 2010, ; Martinne Geller, “Pepsi Eyes Emerging Markets, Healthy Fare,” Reuters, March 22, 2010, ; Noreen O’Leary, “Gatorade’s G2 Channels All to Punch Up Its Messaging,” Brandweek, January 4, 2010, p. 4; Emily Bryson and Natalie Zmuda, “What G Isn’t Is a Sales Success,” Advertising Age, August 10, 2009, p. 17; David Sterrett, “New Drinks in Gatorade’s Playbook,” Crain’s Chicago Business, November 9, 2009, p. 1; Burt Helm, “Blowing Up Pepsi,” BusinessWeek, April 27, 2009, p. 32; . Benjamin Pimentel, “Online Photo-Processing Pioneers, A Decade Later,” Wall Street Journal, March 29, 2010, wsj. com; Anne Eisenberg, “When a Greeting Card Becomes a Photo Album,” The New York Times, October 14, 2007, p. BU4; Jefferson Graham, “At Holidays, Net Photo Business Cranks Up,” USA Today, December 22, 2006, p. 4B; Miguel Helft, “A Dot-Com Survivor’s Long Road,” The New York Times, October 30, 2006, p. C1; Jeff Housenbold, “A Photographic Vision,” Newsweek, October 1, 2007, p. E4; “Nickelodeon and Shutterfly to Create New Character-Customized Digital Photo Products,” Wireless News, November 14, 2007; “Olson Eyes Shutterfly Opportunities,” Brandweek, August 6, 2007, p. 40; Shutterfly, ; “Shutterfly Goes East,” Digital Imaging Digest, February 2007; “Shutterfly Joins Deloitte’s 2007 Technology Fast 50 & Fast 500,” Wireless News, November 27, 2007, .
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N-22 Notes
Feature Notes
a. Kelly Evans, “Headwinds Threaten Campbell’s Charge,” The Wall Street Journal, February 22, 2010, ; Jon Newberry, “Battle of the Titans,” , February 2, 2010, ; Jenn Abelson, “Seeking Savings, Some Ditch Brand Loyalty,” Boston Globe, January 29, 2010, ; Matthew Boyle, “Wal-Mart Gives Its Store Brand a Makeover,” BusinessWeek, March 16, 2009, . b. Debra D. Bass, “Founder of Spanx Reshapes Foundation Wear,” St. Louis Post-Dispatch, March 27, 2007, ; Allen, “The Story of Spanx,” articlesbase. com (accessed April 15, 2010); Spanx, (accessed February 5, 2008); “Spanx Banks on Its Mission,” Apparel (August 2007): pp. 5ff. c. Camille Sweeney, “Now, the Cosmetics Jar Matters, Too,” The New York Times, March 24, 2010, ; Michelle Maisto, “‘Green’ Carrier AT&T Announces New Packaging Requirements,” eWeek, March 5, 2010, ; “100% Bio-Plastic Water Bottles Trickle into Marketplace,” Environmental Leader, March 8, 2010, .
Chapter 15
1. “Are Happy Days Here Again for Coca-Cola India?” India Knowledge@Wharton, March 11, 2010, . wharton.upenn.edu/india/article.cfm?articleid=4457#; Carol Massar, “Muhtar Kent, CEO, Coca-Cola Company,” Bloomberg Daily Programming,
March 4, 2010, ; Jeremiah McWilliams, “Coke Shakes Up Distribution,” Atlanta Journal-Constitution, February 26, 2010, p. A1; “How Coke’s Growth Got a RED Boost,” Business Line, February 12, 2010; “New Plant to Bottle Coca-Cola Products Opens in China’s Jiangxi,” AsiaPulse News, June 24, 2009; Martinne Geller, “Coca-Cola Aims to Double System Revenue by 2020,” Reuters, November 16, 2009, . 2. Kenneth Karel Boyer, Markham T. Frolich, G. Tomas, and M. Hult, Extending the Supply Chain (New York: AMACOM, 2005). 3. Ricky W. Griffin, Principles of Management (Mason, OH: South-Western Cengage, 2011). 4. Lisa Harrington, “Getting Service Parts Logistics Up to Speed,” Inbound Logistics, November 2006, . 5. The Supply Chain Management Spending Report, 2007-2008, AMR Research, (accessed April 15, 2010). 6. Soonhong Min, John Mentzer, and Robert T. Ladd, “A Market Orientation in Supply Chain Management,” Journal of the Academy of Marketing Research 43 (February 2006). 7. Dan Sewell, “P&G Plans Smaller, Stronger Detergent,” , May 22, 2007, money/ economy/2007-05-22-2055931001_x.htm. 8. Anthony J. Dukes, Esther Gal-Or, and Kannan Srinivasan, “Channel Bargaining with Retailer Asymmetry,” Journal of Marketing Research 43 (February 2006). 9. “W.W. Grainger, Inc.,” Hoovers, WW_Grainger_Inc/rrhsyi-1.html (accessed April 15, 2010). 10. Jessica Wohl, “P&G Floats Selling Products on Its Own Website,” , January 15, 2010, article/idUSTRE60E2TP20100115. 11. Leo Aspinwall, “The Marketing Characteristics
of Goods,” in Four Marketing Theories (Boulder, CO: University of Colorado Press, 1961), pp. 27–32.
12. “eBay Fined in LVMH Perfume Sales Row,” BBC News, November 30, 2009, 8386390.stm. 13. Wroe Alderson, Dynamic Marketing Behavior (Homewood, IL: Irwin, 1965), p. 239. 14. “About Pepsi Beverages Company,” PepsiCo, pepsico. com/Company/The-PepsiCo-Family/Pepsi-Beverages-Company. html (accessed April 17, 2010). 15. “Dell to Provide Business Process Outsourcing Services to Help USCIS Enhance More Than 60 Field Office Operations,” Dell, Press Release, via Business Wire. 16. Vicki O’Meara, “Take a Deep Breath Before Diving into Global Outsourcing,” Inbound Logistics (September 2007): p. 36. 17. Lee Pender, “The Basic Links of SCM,” Supply Chain Management Research Center, CIO020501_ basic_content (accessed April 16, 2010). 18. Cindy H. Dubin, “Moving Shoes Is No Easy Feat,” Inbound Logistics, December 2009. 19. Claire Swedberg, “Daisy Brand Benefits from RFID Analytics,” RFID Journal, January 18, 2008, article/ articleview/3860/1/1/. 20. Distribution Unlimited Inc., (accessed April 16, 2010). 21. American Eagle Outfitters, Careers, (accessed April 16, 2010). 22. “Freight Payment Services: Boosting Invoice IQ,” Inbound Logistics, September 2009. 23. Joseph O’Reilly, “Trends: Clorox Cleans Up,” Inbound Logistics, January 2010. 24. “Desktop Shipping and Compliance Fact Sheet,” Iron Data, transportation.pdf/trans/ Desktopshippingoptimizationsolution.pdf (accessed April 16, 2010). 25. “Intermodal Case
Study: Electrolux Sweeps Up Savings,” Inbound Logistics, October 2009. 26. “[Case Study] Inbound Routing Compliance: L’Oreal-ity Check,” Inbound Logistics, January 2010. 27. Joseph O’Reilly, “Global Logistics,” Inbound Logistics, October 2009. 28. Austin Carr, “Today in Most Innovative Companies,” Fast Company, March 30, 2010, ; Teresa Rivas, “Blockbuster in a Fix, Netflix Is a Pick,” Barron’s, March 17, 2010, online.article/ SB126877637345963181.html; Russ Britt, “Netflix Seeks to Stay Atop Video Heap,” The Wall Street Journal, March 17, 2010, ; ; . 29. “Dell Bets on Social Commerce as Next Boom Area for Etail,” New Media Age, March 25, 2010, p. 3; Antone Gonsalves, “AT&T to Launch Dell Smartphone,” InformationWeek, March 23, 2010, ; Fritz Nelson, “Who Is Dell?” InformationWeek, January 25, 2010, p. 46; Doug Woodburn, “Dell Invites Bell to Join Distribution Carnival,” CRN, March 23, 2010; “News: Dell,” MicroScope, November 9, 2009, microscope.co.uk; Mary Ellen Slayter, “How Dell Took Social Media Mainstream,” Smart Blog on Social Media, October 2, 2009, ; Jack Ewing, “Where Dell Sells With Brick and Mortar,” BusinessWeek, October 8, 2007, ; .
Feature Notes
a. Daniel Fisher, “A Dirty Game,” Forbes, March 10, 2008, pp. 38–40; Jim Rogers, “Point of View: A New Model for Energy Efficiency,” The News & Observer, February 19, 2008; “Greenwashing,” The Dictionary of Sustainable Management,
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Notes N-23
g/greenwashing.php (accessed April 16, 2010). b. Jean E. Palmieri, “Adapt or Go Extinct,” WWD, March 25, 2010, p. 1; Cathy Barringer, “Ben’s Supercenter Manager Celebrates 25 Years,” Brown City (MI) Banner, January 25, 2010, . html; “A Legacy in the Making: Nine Retailers Honored in First Annual Retail Innovators Award Program,” Hardware Retailing (September 2009): pp. 48ff; . c. “FedEx Aims to Be First U.S. Parcel Firm to Put All-Electric Trucks in Service,” Environmental Leader, March 29, 2010, ; “10 Ways for the Freight Sector to Lessen Its Environmental Impact,” Environmental Leader, March 19, 2010, ; “Corporate Fleets Expected Early Adopters of Electric Vehicles,” Environmental Leader, March 4, 2010, ; “Sustainable Distribution: Patagonia’s Distribution Center Takes a Green Step Forward,” Sustainable Facility (November 2009): pp. 18ff; John M. Saulnier, “Solar Flares Green in Garden State, Generating Electricity at Hall’s Warehouses,” Quick Frozen Foods International (October 2009):
pp. 138ff. d. Lillian Kafka, “Milestone in Rail Transportation,” MHW Group, November 1, 2006, index.php/ news/91-november-2006-martin-brower-qmilestone-in-railtransportationq; Amanda Loudin, “Freezing Transport Costs in Their Tracks,” Inbound Logistics (January 27, 2007): pp. 251–254, articles/casebook/ casebook0107.shtml (accessed April 16, 2010).
Chapter 16
1. “Founder of Geek Squad Is Best Buy’s Corporate Cisionary,” Richmond Times-Dispatch, April 5, 2010, www2.timesdispatch. com; Vivek Kaul, “Do You Really Know Who Your Customer Is?” Daily News & Analysis, March 29, 2010; Jonathan Marino, “Corporates Venture Into Startups,” Investment Dealers’ Digest, March 26, 2010, p. 17; Miguel Bustillo and Christopher Lawton, “Best Buy Expands Private-Label Brands,” The Wall Street Journal, April 27, 2009, ; . 2. Jeff Clabaugh, “Black Friday Online Sales Up 11%,” South Florida Business Journal, November 30, 2009, southflorida/stories/2009/11/30/daily4.html. 3. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010, pendia/statab/ (accessed April 19, 2010), Table 743. 4. “NRF Forecasts One Percent Decline in Holiday Sales,” National Retail Federation, October 6, 2009, modules.php?name=news&op=viewlive&sp_id=799. 5. Walmart Corporate Fact Sheet, download/2230.pdf (accessed April 19, 2010). 6. Matthew Boyle, “Wal-Mart Moves Upmarket,” BusinessWeek. com, June 3, 2009, magazine/ content/09_24/b4135000941856.htm?chan=innovation_ branding_top+stories. 7. “U.S. Convenience
Store Count,” National Association of Convenience Stores, January 2010, NACS/ News/factsheets/scopeofindustry/pages/industrystorecount.aspx (accessed April 19, 2010). 8. Seth Perlman, “Retailers Emulate Wal-Mart’s Focus on Necessities,” , June 4, 2009, usatoday. com/money/industries/retail/2009-06-03-walmart_N.htm. 9. Sam’s Club Fact Sheet, Costco Wholesale Corporation Fact Sheet, B.J.’s Wholesale Club Fact Sheet, Hoover’s Online, (accessed April 19, 2010).
10. Louis Llovino, “J.C. Penney Opens Non-Mall Store in Henrico,” Richmond Times Dispatch, Mar 7, 2009, www2. . 11. Janet Adamy, “For Subway, Every Nook and Cranny on the Planet Is Possible Site for a Franchise,” The Wall Street Journal, September 1, 2006, p. A11, . 12. Mall of America, (accessed April 19, 2010). 13. Kurt Blumenau, “Are Target, Best Buy Really Upscale? Owners of ‘Lifestyle’ Shopping Centers Still Signing Retail Tenants,” The [Allentown, Pennsylvania] Morning Call, May 29, 2005, via LexisNexis; Debra Hazel, “Wide-Open Spaces,” Chain Store Age (November 2005): p. 120; “ICSC Shopping Center Definitions,” International Council of Shopping Centers, http:// srch/lib/USDefinitions.pdf (accessed April 20, 2010); Greg Lindsay, “Say Goodbye to the Mall,” Advertising Age, October 2, 2006, p. 13. 14. Lauren B. Cooper, “Bayer Properties to Manage S.C. Shopping Center,” , May 14, 2009, journals. com/birmingham/stories/2009/05/11/daily34.html; go/dirListing.cfm?FL=all (accessed March 4, 2010). 15. Stephanie
Kang, “After a Slump, Payless Tries on Fashion for Size,” The Wall Street Journal, February 10, 2007, p. A1, http:// online.. 16. Velitchka D. Kaltcheva and Barton A. Weitz, “When Should a Retailer Create an Exciting Store Environment?” Journal of Marketing 70 (January 2006). 17. “History of Ceasars Palace,” , hotels/history/h-caesars.html. 18. Mindy Fetterman and Jayne O’Donnell, “Just Browsing at the Mall? That’s What You Think,” USA Today, September 1, 2006, . 19. Anick Bosmans, “Scents and Sensibility: When Do (In) Congruent Ambient Scents Influence Product Evaluations?” Journal of Marketing 70 (July 2006). 20. “DMA’s ‘Power of Direct Marketing’ Report Finds Direct Marketing Ad Expenditures Climb to Over 54%,” Direct Marketing Association, press release, October 19, 2009, cgi/disppressrelease?article=1359. 21. “Direct Marketing an $8 Billion Auto Industry Driver,” Brandweek, January 28, 2008, bw/news/ recent_display.jsp?vnu_content_id=1003702944. 22. Maris Halkias, “J.C. Penney’s Big Catalog Soon to Be But a Memory,” , November 27, 2009, businesstechnology/2010365217_jcpenneycatalog27.html. 23. Jack Neff, “Snuggie: An America’s Hottest Brands Case Study,” , November 16, 2009, . 24. “Additional Report to Congress: Pursuant to the Do Not Call Registry Fee Extension Act of 2007,” Federal Trade Commission, December 2009, os/2010/01/100104 dncadditionalreport.pdf. 25. Sucharita Mulpuru and Peter Hult, “US Online Retail Forecast: 2009-2014,” Forrester
Research, March 5, 2010, rb/Research/us_online_retail_forecast%2C_2009_ to_2014/q/id/56551/t/2. 26. “Direct Selling News Global 100: 2009,” Direct Selling News, April 2010, index.php/site/entries_ archive_display/direct_selling_news_global_100_2009. 27. “Fact Sheet: U.S. Direct Selling in 2008,” Direct Selling Association, research (accessed April 19, 2010). 28. “Redbox’s Vending Machines Are Giving Netflix Competition,” , June 21, 2009, 2009/06/22/ business/media/22redbox.html. 29. “Vending Machines Go Luxe,” BusinessWeek, January 28, 2008, p. 17.
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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N-24 Notes
30. “2010 Franchise Business Economic Outlook,” International Franchise Association, December 2009, ; “Franchise Industries,” International Franchise Association, franchisecategories.aspx (accessed April 19, 2010). 31. Raymund Flandez, “New Franchise Idea: Fewer Rules, More Difference,” The Wall Street Journal, September 18, 2007, online.. 32. U.S. Bureau of the Census, Statistical Abstract of the United States, 2010, Table 743. 33. “Genuine Parts Company,”
Hoover’s Online, hoovers. com/company/Genuine_Parts_Company/rfjcji-1.html (accessed April 20, 2010). 34. “Universal Corporation,” Hoover’s Online, (accessed April 20, 2010). 35. “Red River Commodities, Inc.,” Hoover’s Online, hoovers. com/company/Red_River_Commodities_Inc/rtkshci-1.html; Red River Commodities, Inc., (accessed April 20, 2010). 36. Connie Gentry, “EMS Charts Course for Growth,” Chain Store Age (March 2010): p. 22; Lynette Carpiet, “EMS Expands in Northeast,” Bicycle Retailer and Industry News, May 1, 2008; Lucas Conley, “Climbing Back Up the Mountain,” Fast Company, April 2005; Eastern Mountain Sports Climbing School, ; Drew Robb, “Eastern Mountain Sports: Getting Smarter with Each Sale,” Computer World, September 18, 2006, ; . 37. James Quinn, “Tesco’s US Venture Sets Its Sights on Hispanic Shoppers,” The Telegraph (U.K.), April 7, 2010, telegraph.co.uk; Scott Weber, “Grocery Store Shopping Is Getting Fresher, Easier,” NBC News Los Angeles, April 6, 2010, ; Kathy Gordon, “Not So Fresh & Easy for Tesco in the U.S.,” The Source (The Wall Street Journal), January 12, 2010, ; Kate Rockwood, “How Tesco Tweaked Its Fresh & Easy Concept,” Fast Company, October 1, 2009, fastcompany. com; “Fresh & Easy Exec: Tesco Concept Fills Gap in U.S. Market,” Progressive Grocer, December 13, 2009, ; . 38. Brett Molina, “Want a Used Game with Your 7-11 Slurpee?” USA Today, April 19, 2010, ; Victor Godinez, “Movie, Book, Game Companies Fight to Survive Plunge
into Internet Age,” Dallas Morning News, April 5, 2010, ; “GameStop Launches Its First Online Video Game,” Internet Retailer, March 31, 2010, ; Andrew Bary, “GameStop Builds a Business Selling Used Games to Teens,” Barron’s Insight, March 28, 2010, ; .
c. Elaine Misonzhnik, “Swayed by Changing Consumer Patterns, More Retailers Eye Outlets,” Retail Traffic, January 20, 2010; Rosemary Feitelberg, “Malls See Reinvention as a Survival Skill,” WWD, April 28, 2009, p. 12; Tim Logan, “Recession Widening Gap Between Healthy Malls, Weak Ones,” St. Louis Post-Dispatch, August 16, 2009, . d. “Kohl’s Ranks as Top Green Power Retailer,” Retain Information Systems News, February 2, 2010, . : 80/home, Kim Ann Zimmermann, “Taking the LEED,” Grocery Headquarters (January 2010): pp. 139+; Robin Pagnamenta, “Multinationals Plan to Put Their Money Behind Britain’s Push for Wind Energy,” The Times (London), October 23, 2009, p. 42.
Chapter 17
1. Piet Levy, “La Musica to Their Ears,” Marketing News, May 15, 2009, pp. 14–16; “State Farm’s Regional Mexican Band Comes to TV,” Marketing Power, October 30, 2009, blog/marketingnews/2009/10/ state_farms_regional_mexican_b.html (accessed April 8, 2010); “Branded Entertainment Winners: Hispanic Creative Advertising Awards,” AdvertisingAge, September 19, 2009, . com (accessed April 8, 2010). 2. The Official Site of the San Diego Padres, . index.jsp?c_id=sd (accessed March 27, 2010); Jordan Edelman & Kate Creveling, “Utilizing Integrated
Marketing Communications with the Academic Centers for Excellence,” The Mentor: An Academic Advising Journal, 2009, psu. edu/dus/mentor/090819je.htm (accessed March 27, 2010). 3. “Ford Music Video Challenge,” American Idol, ford/challenge (accessed March 27, 2010). 4. “Performance Downloads,” American Idol, americanidol. com/itunes (accessed March 27, 2010). 5. Salvador Ruiz and María Sicilia, “The Impact of Cognitive and/or Affective Processing Styles on Consumer Response to Advertising Appeals,” Journal of Business Research 57 (2004): pp. 657–664. 6. Deborah Swallow, “Cross Cultural Marketing Blunders,” August 20, 2009, 2009/08/20/crosscultural-marketing-blunders (accessed March 30, 2010). 7. Bruce Horovitz, “Betty White, Snickers Top Ad Meter; View and Rate All the Ads,”USA Today, February 15, 2010, money/advertising/admeter/2010admeter.htm (accessed March 31, 2010). 8. “Yoplait USA,” Susan G. Komen For the Cure, ww5.komen. org/ContentHeaderOnly.aspx?id=6442451452 (accessed March 27, 2010); “Save Lids to Save Lives,” slsl (accessed March 27, 2010). 9. Aaron Baar, “Kraft, Animal Planet in Lunchables Promotion,” Marketing Daily, February 6, 2010, publications/?fa=Articles.showArticle&art_aid=121952 (accessed March 27, 2010). 10. Scott Davis,“Successful Brand Turnarounds Require Fearless Moves,” Advertising Age, March 29, 2010, cmostrategy/article?article_id=143025 (accessed March 31, 2010). 11. Nate Ives, “Publishers Gush Over iPad, but Their Publications Are More Restrained,” Advertising Age, March 31, 2010,
http:// mediaworks/article?article_id=143074 (accessed March 31, 2010). 12. “Nike-Reuse a Shoe,” (accessed March 25, 2010). 13. Regal Crown Club, Regal Entertainment Group, . CrownClub/appmanager/rcc/CrownClub?_
Feature Notes
a. Starbucks Corporation, Fiscal 2007 Annual Report, March 2008, irol/99/99518/2007AR.pdf (accessed April 20, 2010); Bruce Horovitz, “Starbucks Aims Beyond Lattes to Extend Brand to Films, Music, and Books,” USA Today, May 19, 2006, pp. A1, A2; Neil Merrett, “Starbucks Trims Fat to Meet Dairy Demands,” , June 5, 2007, (accessed April 20, 2010). b. Laura Paskus, “Owner Won’t Melt under Stress of Ice Cream Niche Business,” New Mexico Business Weekly, July 27— August 2, 2007, 15; “Tara’s Gets Organic in New Mexico,” Ice Cream Reporter, October 2005, manufacturing/food-manufacturing-dairy-product-icecream/592756-1.html; Tara’s Organic Ice Cream, (accessed April 20, 2010).
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Notes N-25
14.
15.
16.
17.
18.
19.
20.
21. 22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
nfpb=true&_pageLabel=CROWNCLUB (accessed March 27, 2010). “2010 U.S. National Edition Rates,” TIME Media Kit, us/timemagazine/rates/national/index.html (accessed April 6, 2010). Joann Peck and Jennifer Wiggins, “It Just Feels Good: Customers’ Affective Response to Touch and Its Influence in Persuasion,” Journal of Marketing 70 (October 2006). Belinda Goldsmith, “Star Power: Celebrity Endorsements Surge at Grammys,” Reuters, February 2, 2010, article/idUSTRE61141G20100202 (accessed March 27, 2010). Michael Bush, “As Media Market Shrinks, PR Passes Up Reporters, Pitches Directly to Consumers,” Advertising Age, October 26, 2009, (accessed April 6, 2010). “What Travel Goodies the Celebs Got in the $91,000 Oscars Gift Bags,” Jaunted, March 8, 2010, story/2010/3/8/105942/8794/travel/What+Travel+Goodies+the+C elebs+Got+in+the+$91,000+Oscars+Gift+Bags (accessed April 6, 2010). Michelle Leder, “Goldman Discloses a New Risk: Bad Publicity,” DealBook, The New York Times, March 1, 2010, (accessed April 8, 2010). Patricia Hurtado, “Goldman Sachs Sued by Shareholder Over Pay, Bonuses,” BusinessWeek, January 8, 2010, news (accessed April 6, 2010). Old Navy Supermodelquin Sweepstakes, iwannabesuper. com/?id=tn#landing (accessed March 28, 2010). Doug Brooks, “How to Balance Brand Building and Price Promotion,” Advertising Age, December 29, 2010, . com (accessed April 6, 2010). “TNS Media Intelligence Reports US Advertising
Expenditures Declined 14.7 Percent in First Nine months of 2009,” Freeband TV News, December 10, 2009, (accessed April 6, 2010). U.S. Census Bureau, American Community Survey, Fact Finder, factfinder.servlet/ADPTable?_bm=y&-geo_ id=01000US&-ds_name=ACS_2008_3YR_G00_&-_lang=en&-_ caller=geoselect&-format= (accessed March 28, 2010). Rockney G. Walters and Maqbul Jamil, “Exploring the Relationships Between Shopping Trip Type, Purchases of Products on Promotion, and Shopping Basket Profit,” Journal of Business Research 56 (2003): pp. 17–29. “Quattron Technology,” en/product/ quattron_technology.html (accessed April 6, 2010). Emma Hall, “German Magazine Ditches Models for ‘Real’ Women,” Advertising Age, October 6, 2009, . com/globalnews/article?article_id=139485 (accessed April 6), 2010). Florian v. Wangenheim; and Tomás Bayón, “The Chain from Customer Satisfaction via Word-of-Mouth Referrals to New Customer Acquisition,” Journal of the Academy of Marketing Science 35 (June 2007): pp. 233–249. Pratibha A. Dabholkar, “Factors Influencing Consumer Choice of a ‘Rating Web Site’: An Experimental Investigation of an Online Interactive Decision Aid,” Journal of Marketing Theory and Practice 14 (Fall 2006): pp. 259–273. “Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most,” NielsenWire, July 7, 2009, . nielsenwire/consumer (accessed March 28, 2010). Aarthi Sivaraman, “Barbie at 50: Is Mattel’s Star Still in Fashion?” Reuters, March 6, 2009, article/ idUSTRE52603B20090307 (accessed March 28, 2010). Stuart McGurk,
“2012 and How Good Viral Marketing Can Go Bad,” The Guardian, November 14, 2009, guardian. co.uk/film/2009/nov/14/2012-roland-emmerich-viral-marketing (accessed March 28, 2010).
33. Jesse Grainger, “47 Outrageous Viral Marketing Examples over the Last Decade,” Ignite Social Media, June 28, 2009, viral-marketing-examples (accessed March 28, 2010). 34. Adam Bluestein, “Customers Were Grumbling, Griping, Threatening to Leave. Was That Price Hike Really Such a Good Idea?” Inc. (March 2010): pp. 55–58. 35. “Volvo Builds Promotion Around Twilight Sequel,” Product Placement News, October 27, 2009, (accessed April 6, 2010). 36. Lynna Goch, “The Place to Be,” Best’s Review (February 2005): pp. 64–65. 37. “Kodak Product Placement on The Celebrity Apprentice,” March 19, 2010. (accessed April 6, 2010). 38. Erin Copple Smith, “Egregious Product Placement: The Biggest Loser,” antenna, January 30, 2010, marts.wisc. edu/2010/01/30/egregious-product-placement-the-biggest-loser/ (accessed March 29, 2010). 39. Rupert Neate, “TV Product Placement Ban Lifted in UK,” Telegraph, February 9, 2010, telegraph.co.uk/finance/ newsbysector/mediatechnologyandtelecoms/media/7197867/ TV-product-placement-ban-lifted-in-UK.html (accessed March 19, 2010). 40. “AT&T Drops Verizon Map Ad Lawsuit,” December 2, 2009, business/archive/2009/12/at-t-dropsverizon-map-ad-lawsuit/31169 (accessed April 6, 2010). 41. The Toledo Mud Hens, (accessed July 14, 2008); The Detroit Tigers, (accessed July 14, 2008); Sherry Chiger,
“Toledo Mud Hens Score with CRM/E-mail Integration,” Direct, April 5, 2010, 74.125.155.132/search?q=cache: Mud-Hens-CRM-email-0405/ (accessed April 24, 2010). 42. One Report 2009, downloaded from . 216.139.227.101/interactive/luv2009/ (accessed May 2, 2010); PR Newswire, “Southwest Airlines Launches New ‘Grab Your Bag: It’s On!’ Ads,” . March 15, 2010, about_swa/press/prindex. html?int=GFOOTER-ABOUT-PRESS (accessed May 2, 2010); “Airlines to Charge for Carry-on Bags,” CBS News, April 7, 2010, video/watch/?id=6372838n (accessed May 2, 2010); “Southwest Airlines Unveils Florida One.” Southwest News Release, April 23, 2010. swamedia/floridaOneRelease.pdf (accessed May 2, 2010); “We Weren’t Just Airborne Yesterday,” . about_swa/airborne. html (accessed May 2, 2010); posted by NutsAboutSouthwest, “Southwest Airlines Bags Fly Free Commercial,” September 28, 2009, (accessed May 2, 2010); posted by NutsAboutSouthwest, “At Southwest Airlines, We Love Your Bags!” October 9, 2009, (accessed May 2, 2010).
Feature Notes
a. imc2 Clear Sky Media Tool, carbon (accessed April 11, 2010); Union Green, union-, (accessed April 11, 2010); Greendisk, (accessed April 11, 2010). b. Andrew Hampp, “Turner Agrees to Pay Boston $2 Million,” Advertising Age, February 5, 2007, mediaworks/article?article_id=114825 (accessed April 10, 2009); Suzanne Smalley and Raja Mishra, “Froth, Fear, and Fury,” The Boston Globe, February 1, 2007,
news/local/massachusetts/articles/2007/02/01/froth_fear_and_ fury/ (accessed July 31, 2009); John R. Ellement and Andrew Ryan, “Dr. Pepper’s ‘Gold Coin’ Found in Historic Cemetery,”
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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N-26 Notes
, February 23, 2007, news/globe/ city_region/breaking_news/2007/02/dr_peppers_gold.html (accessed November 29, 2010). c. Hulu-About, about (accessed April 11, 2010); Chuck Salter, “The Unlikely Mogul,” Fast Company (November 2009): pp. 98-105; (accessed April 11, 2010); Ian Paul, “The Simpsons: Worth More on Hulu than Fox,” PCWorld, June 25, 2009, article/167344/the_simpsons_ worth_more_on_hulu_than_fox.html (accessed April 11, 2010); Chuck Salter, “Can Hulu Save Traditional TV?” Fast Company, November 2009, magazine/140/ the-unlikely-mogul.html?page=0,3 (accessed April 11, 2010). d. “The PIVMAN System for Secure ID Checking,” Core Street, solutions/prod_tech/id/ (accessed April 14, 2009); PIVMAN for First Response comic, corestreet. com/about/library/other/pivman_comic-lores.pdf.
Chapter 18
1. Joe Flint, “3-D Makes the Leap to
the Small Screen,” LA Times, January 6, 2010, business/la-fi-ct-3dtv6-2010jan06 (accessed April 15, 2010); Nick Parish, “Think You Need a 3-D Ad? Some Advice from Experts,” Advertising Age, January 11, 2010, (accessed April 15, 2010). 2. “Foods Taste Better with McDonald’s Logo, Kids Say,” Drugs. com, news/foods-taste-better-mcdonald-s-logokids-say-8889.html (accessed April 7, 2010). 3. “2010 Strategic Tourism Plan Approved,” August 11, 2009, arts.state.tx.us/index.php?option=com_content&view=arti cle&id=296&Itemid=16 (accessed April 7, 2010). 4. Marvin E. Goldberg, Cornelia Pechmann, Guangzhi Zhao, and Ellen Thomas Reibling, “What to Convey in Antismoking Advertisements for Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes,” Journal of Marketing (April 2003): pp. 1–18. 5. Tanya Irwin, “American Airlines Campaign Targets Latinos,” Marketing Daily, June 11, 2009, publications/?fa=Articles.showArticle&art_aid=107754 (accessed March 24, 2010). 6. “E*TRADE Announces New Super Bowl® XLIV Advertisement and Evolved Marketing Campaign,” http:// investor.releasedetail.cfm?ReleaseID=437920 (accessed April 8, 2010). 7. March Blumenthal, “Census Is Counting on Ad Campaign,” , March 15, 2010, exec. com/dailyfed/0310/031510nj1.htm (accessed April 8, 2010). 8. Ibid. 9. Glamour Circulation/Demographics, . com/gla/circulation.cfm (accessed April 9, 2010). 10. Ilona A. Berney-Reddish and Charles S. Areni, “Sex Differences in Responses to Probability Markers
in Advertising Claims,” Journal of Advertising 35 (Summer 2006): pp. 7–17. 11. Daniel J. Howard and Roger A. Kerin, “The Effects of Personalized Product Recommendations on Advertisement Response Rates: The ‘Try This. It Works!’ Technique,” Journal of Consumer Psychology 14, no. 3, (2004): pp. 271–279. 12. Pamela W. Henderson, Joan L. Giese, and Joseph A. Cote, “Impression Management Using Typeface Design,” Journal of Marketing 68 (October 2004): pp. 60–72. 13. Rik Pieters and Michel Wedel, “Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects,” Journal of Marketing 68 (April 2004): pp. 36–50. 14. Suzanne Vranica, “After 5 Short-Lived Campaigns, Wendy’s Will Focus on Freshness,” The Wall Street Journal, October 8, 2009, 04574457611553266206.html (accessed March 29, 2010).
15. Andrew Hampp, “Outdoor Ad Industry Finally Gets Its Improved Metrics,” Advertising Age, March 30, 2010, (accessed April 9, 2010). 16. Philip W. Sawyer, “Why Most Digital Ads Still Fail to Work,” Advertising Age, January 27, 2010, post?article_id=141751 (accessed April 9, 2010). 17. “Utah Launches Summer Tourism Ad Campaign,” Utah Travel Industry Website, April, 6, 2009, travelheadlines/2009/04/utah-launches-summer-tourism-ad.html (accessed March 29, 2010). 18. Mya Frazier, “This Ad Will Give You a Headache, but It Sells,” Advertising Age, September 24, 2007, (accessed April 15, 2010). 19. Peter J. Danaher and Guy W. Mullarkey, “Factors Affecting Online Advertising Recall: A Study of Students,” Journal
of Advertising Research 43 (2003): pp. 252–267. 20. Andrew Hampp, ”Schering-Plough’s $10M Experiment with Digital Out-of-Home” Advertising Age, November 11, 2009, (accessed April 9, 2010). 21. Emily Bryson York, “Miracle Whip Ad Campaign to Spread ‘Boring’ Mayo Message,” Advertising Age, March 22, 2010, (accessed March 29, 2010). 22. Alex Taylor III, “Buyer Interest in Toyota Tanks,” March 22, 2010, , autos/toyota_buyers.fortune (accessed April 9, 2010). 23. George E. Belch and Michael A. Belch, Advertising and Promotion (Burr Ridge, IL: Irwin/McGraw-Hill, 2008), p. 570. 24. “About,” Real Women, Real Advice, . about (accessed April 9, 2010). 25. “Nike, Starbucks, and Clean Energy Companies Join Forces to Launch Nationwide ‘Race’ for American Jobs and Innovation,” Press Release, February 16, 2010, media/ pr/2010/02/16_raceForJobsInnovation.html (accessed April 9, 2010). 26. Belch and Belch, Advertising and Promotion, pp. 580–581. 27. Suman Basuroy, Subimal Chatterjee, and S. Abraham Ravid, “How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets,” Journal of Marketing, October 2003: 103–117. 28. “Goldman Sachs Admits “Negative Publicity” Is Bad for Business,” March 3, 2010, , (accessed April 9, 2010). 29. [[Data to come]] 30. Jeff Bailey, “JetBlue’s CEO Is ‘Mortified’ After Fliers Are Stranded,” The New York Times, February 19, 2007, 2007/02/19/business/19jetblue.html (accessed April 15, 2010). 31. Vans Shoes,
(accessed April 15, 2010); Jason Lee, “The History of Vans,” Sneaker Freaker, feature/history-of-vans/1 (accessed April 15, 2010); “Vans: 40 Years of Originality,” (accessed July 17, 2008). 32. “What the World’s Biggest Carmaker Can Learn from Other Corporate Turnarounds,” The Economist, December 12, 2009, p. 11; Phil LeBeau, “Toyota Issues a 2nd Recall,” The New York Times, January 21, 2010, 2010/01/22/ business/22toyota.html (accessed February 24, 2010); “Toyota Motor Corporation,” The New York Times, February 3, 2010, toyota_motor_corporation/index.html (accessed February 24, 2010); Hiroko Tabuchi and Nick Bunkley, “Toyota Announces Steps to Restore Confidence on Safety,” The New York Times, February 17, 2010, 2010/02/18/business/ global/18recall.html (accessed February 24, 2010); “Toyota May Recall Corolla After U.S. Investigation (Update3)”, BusinessWeek, February 18, 2010, businessweek. com (accessed February 24, 2010); Daisuke Wakabayashi,
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Notes N-27
“Adherents Defend the Toyota ‘Way,’” The Wall Street
Journal, February 24, 2010, 4052748703510204575084840073648572.html?mod=WSJ_ latestheadlines (accessed February 24, 2010). Joseph B. White, “Why Toyota Rolled Over for Its SUVs,” The Wall Street Journal, April 21, 2010; Suzanne Vranica, “Toyota Pulls Ads, Hires P.R. Firm,” The Wall Street Journal, January 27, 2010; “Analysis: Toyota’s PR ‘Lessons to Be Learned,’ just-, March 30, 2010, article.aspx?id=103856; Rich Thomaselli, “Incentives Boost Sales but Brand Challenge Liners on for Toyota,” AdAge, April 12, 2010.
Feature Notes
a. Susan Gunelius, “Womenkind Uses Women to Create Ads,” Brand Curve, November 21, 2007, (accessed April 2, 2009); Andrew McMains, “Womenkind Opens Doors,” AdWeek, November 16, 2007, adweek. com (accessed April 2, 2009); Susanne Vranica, “Ads Made for Women, by Women,” The Wall Street Journal, November 21, 2007 p. B3. b. Josh Bernoff, “Social Ads Must Get the Rhythm Right,” marketingnews, June 15, 2009, p. 20; Stephen Baker, “Beware Social Media Snake Oil,” Bloomberg Businessweek, December 14, 2009, pp. 48–51; Adam L. Penenberg, “Loop de Loop,” Fast Company (October 2009): pp. 55–58; Spencer E. Ante, “The Real Value of Tweets,” Bloomberg Businessweek, January 18, 2010, p. 31; Max Chafkin, “5 Ways to Actually Make Money on Twitter,” Inc. (December 2009/January 2010): pp. 96–101. c. Jack Neff, “Brita’s Marketing Flows from Grassroots Effort,” Advertising Age, November 16, 2009, (accessed April 20, 2010); Kate Stinchfield, “Is Your Bottled Water Safe?” CNN, July 13, 2009, 2009/ HEALTH/07/13/bottled.water.safety/index.html?eref=rss_health
(accessed April 20, 2010); (accessed April 20, 2010).
Chapter 19
1. Jessi Hempel, “IBM’s All-Star Salesman,” , September 26, 2008, technology/hempel_IBM.fortune/index.htm (accessed January 27, 2009); “Challenges in OSS/BSS and Optimized Provisioning,” Sasken, downloads/TGJ/ issue3/challenges_in_oss_bss.htm (accessed April 12, 2010); Rajesh Mahapatra, “IBM Wins Order from Vodafone’s India Arm,” , December 10, 2007, wp-dyn/content/article/2007/12/10/ AR2007121000473.html (accessed April 12, 2010). 2. Avinash Malshe and Avipreet Sohi, “What Makes Strategy Making Across the Sales-Marketing Interface More Successful?,” Journal of the Academy of Marketing Science 37, no. 4 (Winter 2009): pp. 400–421. 3. “Research and Markets: The Cost of the Average Sales Call Today Is More Than 400 Dollars,” M2 Presswire, February 28, 2006. 4. Jon M. Hawes, Anne K. Rich, and Scott M. Widmier, “Assessing the Development of the Sales Profession,” Journal of Personal Selling & Sales Management 24 (Winter 2004): pp. 27–37. 5. Ed Peelena, Kees van Montfort; Rob Beltman; and Arnoud Klerkx, “An Empirical Study into the Foundation of CRM Success,” Journal of Strategic Marketing 17, no. 6 (December 2009): pp. 453–471. 6. Eli Jones, Paul Busch, and Peter Dacin, “Firm Market Orientation and Salesperson Customer Orientation: Interpersonal and Intrapersonal Influence on Customer Service and Retention in Business-to-Business Buyer–Seller Relationships,” Journal of Business Research 56 (2003): pp.
323–340.
7. Julie T. Johnson, Hiram C. Barksdale Jr., and James S. Boles, “Factors Associated with Customer Willingness to Refer Leads to Salespeople,” Journal of Business Research 56 (2003): pp. 257–263. 8. Ralph W. Giacobbe, Donald W. Jackson Jr., Lawrence A. Crosby, and Claudia M. Bridges, “A Contingency Approach to Adaptive Selling Behavior and Sales Performance: Selling Situations and Salesperson Characteristics,” Journal of Personal Selling & Sales Management 26 (Spring 2006): pp. 115–142. 9. Richard G. McFarland, Goutam N. Challagalla, and Tasadduq A. Shervani, “Influence Tactics for Effective Adaptive Selling,” Journal of Marketing 70 (October 2006). 10. John Andy Wood, “NLP Revisted: Nonverbal Communications and Signals of Trustworthiness,” Journal of Personal Selling & Sales Management 26 (Spring 2006): pp. 198–204. 11. Stephen S. Porter, Joshua L. Wiener, and Gary L. Frankwick, “The Moderating Effect of Selling Situation on the Adaptive Selling Strategy—Selling Effectiveness Relationship,” Journal of Business Research 56 (2003): pp. 275–281. 12. Gary K. Hunter and William D. Perreault Jr., “Making Sales Technology Effective,” Journal of Marketing 71 (January 2007): pp. 16–34. 13. Othman Boujena, Johnston J. Wesley, and Dwight R. Merunka, “The Benefits of Sales Force Automation: A Customer’s Perspective,” Journal of Personal Selling and Sales Management, 29, no. 2 (2009): pp. 137–150. 14. Fernando Jaramillo, Jay Prakash Mulki, and Paul Solomon, “The Role of Ethical Climate on Salesperson’s Role Stress, Job Attitudes, Turnover Intention, and Job Performance,” Journal of Personal Selling & Sales Management 26 (Summer 2006):
pp. 272–282. 15. Christophe Fournier, John F. Tanner Jr., Lawrence B. Chonko, and Chris Manolis, “The Moderating Role of Ethical Climate on Salesperson Propensity to Leave,” Journal of Personal Selling and Sales Management, 3, no. 1 (Winter 2009–2010): pp. 7–22. 16. Noah Buhayar, “IBM’s Secret for Making the Sale,” BNET, (accessed April 7, 2010). 17. “PGI Launches Online Sales Training Program,” JCKOnline. com, May 15, 2009, article/286043PGI_Launches_Online_Sales_Training_Program.php (accessed April 7, 2010). 18. Tara Burnthorne Lopez, Christopher D. Hopkins, and Mary Anne Raymond, “Reward Preferences of Salespeople: How Do Commissions Rate?” Journal of Personal Selling & Sales Management 26 (Fall 2006): pp. 381–390. 19. Kirk Shinkle, “All of Your People Are Salesmen: Do They Know? Are They Ready?” Investor’s Business Daily, February 6, 2002, p. A1. 20. “100 Best Companies to Work For 2009,” Fortune, February 2, 2009, money.magazines/fortune/bestcompanies/2009/ snapshots/32.html (accessed April 7, 2010). 21. Ibid. 22. John W. Barnes, Donald W. Jackson Jr., Michael D. Hutt, and Ajith Kumar, “The Role of Culture Strength in Shaping Salesforce Outcomes,” Journal of Personal Selling & Sales Management 26 (Summer 2006): pp. 255–270. 23. Patricia Odell, “Motivating the Masses,” Promo, September 1, 2005, motivating_masses/ (accessed April 16, 2010). 24. Tracy Turner, “Wendy’s Newest Pitch Aimed at Online Crowd,” The Columbus Dispatch, April 3, 2009. 25. George E. Belch and Michael A. Belch, Advertising and Promotion (Burr Ridge, IL: Irwin/McGraw-Hill,
2004), pp. 514–522. 26. “NCH Resource Center,” NCH Marketing, nchmarketing. com/ResourceCenter/ (accessed April 7, 2010; Angela Sauber, “National Coupon Month,” , September 14, 2009, (accessed April 7, 2010).
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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N-28 Notes
27. Arthur L. Porter, “Direct Mail’s Lessons for Electronic Couponers,” Marketing Management Journal (Spring/Summer 2000): pp. 107–115. 28. Ibid. 29. Kathryn Rem, “Kathryn Rem: Internet Coupons Clipped,” Cheboygan News, lifestyle/ x599189738/Kathryn-Rem-Internet-coupons-clipped (accessed April 7, 2010). 30. Brian Grow, “The Great Rebate Runaround,” BusinessWeek, December 5, 2005, pp. 34–37. 31. “For Our Members,” Hallmark, (accessed April 14, 2010). 32. Mya Frazier, James Tenser, and Tricia Despres, “Retail Lesson: Small Programs Best,” Advertising Age, March 20, 2006, pp. S2–S3. 33. “Secret Weapon?” Promo, December 1, 2007, http:// sampling/secret_weapon_trial_purchase_ study/ (accessed April 16, 2010). 34. “Beverage Packaging: 2010 Coca-Cola Film Award Brings Attention to Recycling,” Packaging Digest, March 16, 2010, article/453292-Beverage_
packaging_2010_Coca_Cola_film_award_brings_attention_to_ recycling.php (accessed April 8, 2010). 35. Jeffrey May, “Burger King Franchisee Lacked Standing to Bring False Ad Suit Against McDonald’s,” Trade Regulation Talk, June 26, 2007, . com/2007/06/burger-king-franchisee-lacked-standing.html (accessed April 8, 2010). 36. “Kroger and Murray’s Cheese Launch Partnership with Opening of First of Three Murray’s Cheese Departments in Cincinnati-Area Kroger Supermarkets,” November 17, 2008, images_global/murrays_ kroger_press_release.pdf (accessed April 23, 2010); Rosalind Resnick, “Market with Meaning,” Entrepreneur, November 6, 2009, marketing/marketingideas/ article203938.html# (accessed April 23, 2010); “Murray’s Press,” Murray’s, press_main.asp (accessed April 23, 2010); Kim Severson, “Murray’s Cheese Will Open 50 Locations in Kroger Markets,” The New York Times, November 24, 2009, . tag/murrays-cheese/ (accessed April 23, 2010); “Murray’s Cheese Presents Cheese U Bootcamp,” Murray’s, edu_cheeseubootcamp.asp (April 23, 2010); “The History of New York’s Oldest and Best Cheese Shop,” Murray’s, prodinfo. asp?number=ABOUT%5FMURRAYSSTORY (accessed April 23, 2010). 37. David Barboza, “Direct Selling Flourishes in China,” The New York Times, December 25, 2009, nytimes. com/2009/12/26/business/global/26marykay.html?_ r=1&scp=1&sq=%22direct%20selling%22&st=Search (accessed April 12, 2010); Wing-Gar Cheng and Bruce Einhorn, “Amway
China Sales May Rise at Least 10% as Direct Sales Rebound,” BusinessWeek, April 9, 2010, (accessed April 12, 2010); Amway website, en (accessed April 27, 2010); Avon website, (accessed April 27, 2010). 38. Some of this material is adapted from “The Indy Racing League (IRL): Driving for First Place” by Don Roy. Originally published in O.C. Ferrell’s and Michael D. Hartline’s Marketing Strategy, 5th ed. (Mason, OH South-Western Cengage Learning, 2011), pp. 428–435. These facts are from “A Brief History of CART and Champ Car Racing,” champcar/history/index.htm; “Celebrities Who Are Revved Up Over Racing,” Street & Smith’s Sports Business Journal, May 22, 2006, p. 27; “Hot Wheels Announces Partnership with the IndyCar Series, Indianapolis 500,”
Entertainment Newsweekly, April 24, 2009, p. 140; Marty O’Brien, “Helio Castroneves Is Happier Making Headlines on the Race Tack,” Daily Press, June 27, 2009; John Ourand, “IRL to Get at Least 7 Hours Weekly on Versus,” Street & Smith’s Sports Business Journal, February 23, 2009, p. 7; Jennifer Pendleton, “Danica Patrick,” Advertising Age, November 7, 2005, p. S4; Anthony Schoettle, “IRL Ratings Continue Their Skid,” Indianapolis Business Journal, November 1, 2004, p. 3; “Kiss Rocker Lends Voice to Indy Races,” Knight Ridder Tribune Business News, April 1, 2006, p. 1; “Turnkey Sports Poll,” Street & Smith’s Sports Business Journal, May 22, 2006, p. 24; J. K. Wall, “Indy Racing League Sets Sights on Marketing Dollars,” Knight Ridder Tribune Business News, May 27, 2004, p. 1; Scott Warfield, “IRL in Line to Court Young Males,” Street &
Smith’s Sports Business Journal, November 29, 2004, p. 4; Jeff Wolf, “George’s Ouster Clouds IRL’s Future,” Las Vegas ReviewJournal, July 3, 2009; Nate Ryan, “Circuits One Again, But Gains from Split Came at Dear Cost,” USA Today, April 17, 2008, pp. 1C-2C; Associated Press, “Rahal-Letterman Team Out of IRL, Lacks Sponsor,” ESPN Racing, January 29, 2009, ? section=auto&id= 3868795&campaign=rsssrch=irl (accessed August 27, 2009); “Team History,” Penske Racing, 2008, penskeracing. com/about/index.cfm?cid=14189 (accessed August 27, 2009); “About Andretti Green,” Andretti Green, andrettigreen. com (accessed August 27, 2009); Larry Hawley, “IRL: Izod, Racing Make for Unique Match,” Indy Sports Nation, November 4, 2009, sports/ (accessed May 4, 2010).
Feature Notes
a. Timothy W. Martin, “Coupons Are Hot. Clipping Is Not,” The Wall Street Journal, February 25, 2009, pp. D1, D8; Katy Bachman, “Younger Consumers Prefer Online Coupons,” BrandWeek, April 2, 2009, (accessed December 30, 2009); “Growth of Digital Coupons Outpaces That of Printed Newspaper Coupons 10 to 1,” QSR, February 10, 2010, (accessed February 28, 2010); Associated Press, “P&G Ending E-Coupons for Kroger’s Loyalty Cards,” , December 16, 2009, business/index.ssf/2009/12/pg_ending_ e-coupons_for_kroger.html (accessed February 28, 2010). b. “Hello Green Tomorrow,” Avon, hellogreentomorrow. com/ (accessed April 12, 2010);“Hello Green Tomorrow External Engagement: Empowering a Global Women’s Environmental Movement to Nurture Nature,” Avon,
(accessed April 12, 2010); Avon Products, Inc.: The Avon Paper Promise, . com/docs/Avon_Paper_Promise.pdf (accessed April 12, 2010); PR Newswire, “Avon Launches Hello Green Tomorrow in More Than 65 Countries: A Global Women’s Environmental Movement to Nurture Nature,” Market Watch, March 16, 2010, story/ avon-launches-hello-green-tomorrow-in-more-than-65countries-a-global-womens-environmental-movement-tonurture-nature-2010-03-16?reflink=MW_news_stmp (accessed April 12, 2010). c. Cheryl Lu-Lien Tan, “Haggelling 2.0,” The Wall Street Journal, June 23–24, 2007, pp. P1, P3; “Haggling,” Haggle Point, about.html (accessed March 17, 2008); Dan Sewell, “Grocers Clip Digital Coupons,” USA Today, January 14, 2008, .
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Notes N-29
Chapter 20
1. “Spotify: U.S. Launch Is Coming,” The Online Reporter, February 5, 2010, p. 17; Ian Youngs, “Spotify Boss Sets Out Future Plans,” BBC News, January 25, 2010, hi/entertainment/8478599.stm;
Ari Levy and Greg Bensinger, “LinkedIn Joins ESPN, Skype in Shifting from Free to ‘Freemium,’” BusinessWeek Online, December 21, 2009, ; Rita Chang and Michael Learmonth, “Are Your Ads Being Used to Drive Consumers to Ad-free Services?” Advertising Age, September 21, 2009, p. 3. 2. Rajneesh Suri and Kent B. Monroe, “The Effects of Time Constraints on Consumers’ Judgements of Prices and Products,” Journal of Consumer Research (June 2003): p. 92. 3. “Modern Trade & Barter Can Aid Economic Recovery,” International Reciprocal Trade Association, March 4, 2009, news.html. 4. “Hewlett-Packard,” case study, Professional Pricing Society, Page5024.aspx (accessed April 21, 2010). 5. Janet Adamy, “Corporate News: Starbucks—Coffee Empire Seeks to Seem Less Expensive in Recession,” The Wall Street Journal, February 9, 2009, p. B3. 6. Steve Tilley, “Let the Price War Begin,” The Toronto Sun, August 27, 2009, entertainment/ columnists/steve_tilley/2009/08/27/10629221-sun.html. 7. Lauren Young, “Candy’s Getting Dandy,” BusinessWeek, February 13, 2006, pp. 88–89. 8. Jim Zemlin, “Linux Can Compete With the iPad on Price, But Where’s the Magic?” The Linux Foundation, January 28, 2010, weblogs/jzemlin/2010/01/. 9. “Nintendo Cutting Wii Price by $50 to $200,” MSNBC, September 24, 2009, msnbc.id/33001544/ns/ technology_and_science-games/. 10. Dictionary of Marketing Terms, American Marketing Association, _layouts/Dictionary. aspx (accessed March 3, 2008). 11. Ibid. 12. Elwin Green, “Gas Prices Aren’t Slowing U.S. Motorists,”
Pittsburgh Post-Gazette, November 25, 2007, pg/07329/836591-28.stm. 13. Daisuke Wakabayashi, “Cost Cutting Pays Off at Sony,” The Wall Street Journal, February 5, 2010, . 14. Donald Lichtenstein, Nancy M. Ridgeway, and Richard G. Netemeyer, “Price Perceptions and Consumer Shopping Behavior: A Field Study,” Journal of Marketing Research (May 1993): pp. 234–245. 15. Russell S. Winer, Pricing (Cambridge, MA: Marketing Science Institute, 2005), p. 20. 16. Manoj Thomas and Geeta Menon, “Internal Reference Prices and Price Expectations,” Journal of Marketing Research XLIV (August 2007). 17. Emily Donaldson, “Why We Make Dumb Decisions,” The Toronto Star, April 13, 2008, entertainment/ article/413972. 18. Lichtenstein, Ridgway, and Netemeyer, “Price Perceptions and Consumer Shopping Behavior.” 19. Piet Levy, “How to Reach the New Consumer,” Marketing News, February 28, 2010. 20. Gerald E. Smith and Thomas T. Nagle, “A Question of Value,” Marketing Management (July/August 2005): pp. 39–40. 21. Levy, “How to Reach the New Consumer.” 22. “Coty Inc. and HSN Announce New Partnership,” HSN, Press Release, April 4, 2008, releasedetail. cfm?ReleaseID=327241. 23. Matthew Keys, “Justice Department Looks Into Possible AT&T, Verizon Antitrust,” Fox40 News, news/ headlines/ktxl-news-antitrust0706,0,1225904.story.
24. Marc Levy, “Europe Studies Candy Prices of Hershey, Mars,” USA Today, February 19, 2008, money/ industries/food/2008-02-19-candy-price-fixing_N.htm. 25. David Voreacos, “Exxon’s New Jersey Franchisees Sue over Fuel Prices, Rent,”
Bloomberg News, December 10, 2009, apps/news?pid=20670001&sid=acvF_ jEdjKME. 26. Washburn Guitar website, ; Washburn Guitar video. 27. Jeffrey A. Trachtenberg, “Amazon Gives Way on E-Book Pricing,” The Wall Street Journal, April 1, 2010, wsj. com; Steven Musil, “Reports: Publishers to Set Amazon E-Book Prices,” CNET News, March 31, 2010, . com/8301-1023_3-20001538-93.html; Mylene Mangalindan and Jeffrey A. Trachtenberg, “IPod of E-Book Readers?” The Wall Street Journal, November 20, 2007, p. B1; Mylene Mangalindan, “Amazon’s Latest Thriller: Growth,” The Wall Street Journal, October. 24, 2007, p. A3; Bob Tedeschi, “Nothing Says ‘Buy’ Like ‘Free Shipping,’ ” New York Times, October 8, 2007, p. C8; .
Feature Notes
a. Arik Hesseldahl, “The iPhone Eyes Blackberry’s Turf,” BusinessWeek, June 23, 2008, p. 38; Andrea Chalupa, “Extravagant Electronics,” , December 14, 2007, ; “Marketing Society Awards for Excellence: International Brand Development,” Marketing, June 20, 2007, p. 12; “Samsung Accused of Heavy Cost-Cutting,” UPI NewsTrack, June 5, 2007; “Samsung and LG Hear the Call for Low-End Mobiles,” Financial Times, March 26, 2007, 21; “Vertu Rings Till for British-Made Luxury Goods,” PC Magazine Online, July 16, 2007, ; John Walko, “Q3 Cell Phone Stats,” Electronic Engineering Times, December 3, 2007, p. 8; Interview with salesman at Exquisite Timepieces, Naples, FL, March 12, 2009. b. Dan Sewell, “ ‘Green’ Becomes More Than Just a Marketing Pitch,” Associated Press, April 23, 2010, .com/Business/wireStory?id=10459604;
Lisa Baertlein and Dana Ford, “Companies Get Sold on Green, Consumers Wary,” Reuters, April 14, 2010, ; “Sustainable Packaging: Are Americans Willing to Pay More for Green?” Packaging Digest, March 25, 2010, . c. “Finance/Credit Companies: Long-Term Contribution Trends,” , March 3, 2008 (accessed April 7, 2008); “Plastic Money’s Predatory Lenders,” The Nader Page, interest/070303.html, July 3, 2003 (accessed April 7, 2008). d. Jason Del Rey, “How to Use Groupon to Boost Sales,” Inc., April 1, 2010, ; Jessi Hempel, “Social Media Meets Retailing,” Fortune, March 22, 2010, p. 30; Kunur Patel, “Groupon Takes Coupons into the Social-Media Age,” Advertising Age, December 21, 2009, .
Chapter 21
1. Amy Wallace, “Creme de la Cell: Six-Figure Phones,” The New York Times, April 18, 2010, p. BU-5; “Nokia Brings Cheap Corporate Phones,” CIOL, April 14, 2010; “Nokia Wins $2 Billion Mobile Handset Orders in China,” The Information Company, April 3, 2010; Sreejiraj Eluvangal, “India Is No. 2 in Mobile Net Use,” Daily News & Analysis, March 31, 2010; Arik Hesseldahl, “Nokia’s Kallasvuo: We Must ‘Move Even Faster,’” BusinessWeek Online, March 18, 2010, ; .
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning
experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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N-30 Notes
2. Dominic Haber, “Abercrombie & Fitch Plans Further Price Cuts After 1Q Loss,” , May 17, 2009, . us/content/25241-abercrombie-fitch-plans-further-price-cutsafter-1q-loss. 3. Chang-Ran Kim, “Toyota to Halve Hybrid Pride, Size for Next Prius,” Reuters, October 25, 2007, article/ marketsNews/idUKT13140520071025?rpc=44&pageNumber=1 &sp=true. 4. “New Bentley Pricing,” , automotive. com/new-cars/pricing/01/Bentley/index.html (accessed April 22, 2010). 5. Piet Levy, “How to Reach the New Consumer,” Marketing News, February 28, 2010. 6. Robert J. Frank, Jeffrey P. George, and Laxman Narasimhan, “When Your Competitor Delivers More for Less,” McKinsey Quarterly, (accessed April 23, 2010). 7. Wes Siler, “New Prius Vs. Fusion Hybrid Vs. Honda Insight: Which Hybrid Should You Buy?” , March 27, 2009, ; Ford, cars/fusion/features/ (accessed April 26, 2010). 8. “Fairchild Dynamic Pricing Team,” Professional Pricing Society, case study, Page5023.aspx (accessed April 26, 2010). 9. Angela Moore, “Costco Shows No Fear,” MarketWatch, December 10, 2009, . 10. Vera Gibbons, “Five Leading Retail Rip-Offs,” CBS News, March 30, 2009, stories/2009/03/30/ earlyshow/living/ConsumerWatch/main4902625.shtml.
11. Jan Sjostrom, “Demand-Based Ticket Pricing Starts at Kravis, Opera, Florida Stage,” Palm BeachDaily News, July 26, 2009, arts/content/arts/2009/07/26/ tickets0719.html. 12. Ricky W. Griffin, “Differential Tuition to Benefit Our Students,” Mays Business Online, March 5, 2008, http:// maysbusiness.tamu.edu/. 13. “Cutler-Hammer/Eaton Corporation,” case study, Professional Pricing Society, Page5022.aspx (accessed April 26, 2010). 14. Jim Downing, “Safeway Begins Broad Discount Campaign,” The Sacramento Bee, July 23, 2009, . 15. Marla Royne Stafford and Thomas F. Stafford, “The Effectiveness of Tensile Pricing Tactics in the Advertising of Services,” Journal of Advertising (Summer 2000:)pp. 45–56. 16. Jefferson Graham, “Kodak Printer Ads Remind Consumers of Lower Ink Costs,” USA Today, November 30, 2009, tech/news/2009-11-30-printers30_ST_N.htm. 17. “2011 Corvette ZR1,” Chevrolet, corvette-zr1/competitive-comparison/ (accessed April 19, 2010). 18. Microsoft, windows/windows-7/compare/ default.aspx (accessed April 22, 2010). 19. Simona Romani, “Price Misleading Advertising: Effects on Trustworthiness Toward the Source of Information and Willingness to Buy,” Journal of Product & Brand Management 15 (2006): pp. 130–138. 20. Earnest Cavalli, “Upcoming Xbox 360 Bundle Includes Fable II, Halo 3,” , April 20, 2009, gamelife/2009/04/upcoming-xbox-3/. 21. Jaihak Chung and Vithala R. Rao, “A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing
for Bundles,” Journal of Marketing Research (May 2003): pp. 115–130. 22. Kris Hudson, “Competing Retailers Dispute Wal-Mart Trademark Request,” The Wall Street Journal, November 7, 2006, ; “NGA Stops Wal-Mart’s EDLP Trademark Plan,” Frozen Food Age, April 4, 2007.
23. Christine Harris and Jeffrey Bray, “Price Endings and Consumer Segmentation,” Journal of Product & Brand Management 16 (March 2007): pp. 200–205. 24. Ralk Wagner and Kai-Stefan Beinke, “Identifying Patterns of Customer Response to Price Endings,” Journal of Product & Brand Management, 15 (May 2006): pp. 341–351. 25. Rita Rubin, “Placebo Tests ‘Costlier is Better’ Notion,” USA Today, March 4, 2008, news/health/200803-04-placebo-effect_N.htm. 26. Bruce L. Alford and Brian T. Engelland, “Advertised Reference Price Effects on Consumer Price Estimates, Value Perception, and Search Intention,” Journal of Business Research (May 2000): pp. 93–100. 27. Chris Reiter, “Smart Car Sputters in U.S. as Daimler Hunts for Partner,” Toronto Sun, January 12, 2010, p. B6; Bernard Simon, “Daimler Discounts Smart in US,” Financial Times, November 13, 2009, p. 21; Steve Miller, “Vroom for Two,” Brandweek, June 2, 2008, pp. 20+; Bill Marsh, “Welcome, Little Smart Car, to the Big American Road,” The New York Times, January 6, 2008, sec. 4, p. 3; Chris Woodyard, “America Crazy about Breadbox on Wheels Called Smart Car,” USA Today, November 11, 2007, ; Royal Ford, “Smallest Car, Biggest Market,” Boston Globe, December 6, 2007, p. E1. 28. Yukari Iwatani Kane and Roger Cheng, “Surge in iPhone Powers Apple,” The Wall Street Journal, April
21, 2010, ; Alice Z. Cuneo, “iPhone: Steve Jobs,” Advertising Age, November 12, 2007, p. S13; Katie Hafner and Brad Stone, “iPhone Owners Crying Foul Over Price Cut,” The New York Times, September 7, 2007, pp. C1, C7; Yukari Iwatani Kane and Nick Wingfield, “For Apple iPhone, Japan Could Be the Next Big Test,” The Wall Street Journal, December 19, 2007, p. B1; Brad Kenney, “Apple’s iPhone: IW’s IT Product of the Year,” Industry Week (December 2007): pp. 47+; Josh Krist, “The Painful Cost of First-on-the-Block Bragging Rights,” PC World, December 2007, pp. 53+; Alex Markels, “Apple’s Mac Sales Are Surging,” U.S. News & World Report, September 26, 2007; Jon Swartz, “iPhone Helps Apple Earn Juicy Profit,” USA Today, October 23, 2007, p. 1B. 29. Vipin V. Nair, “Tata May Beat Hyundai in India Helped by World’s Cheapest Car,” BusinessWeek, April 22, 2010, ; Gail Edmondson, “The Race to Build Really Cheap Cars,” BusinessWeek, April 23, 2007, pp. 44–48; John Murphy, “Suzuki Sets the Pace in India,” The Wall Street Journal, December 13, 2007, p. C5; ; Steven Cole Smith, “Will Consumers Say Tata to Used Cars?” Orlando Sentinel, November 16, 2007, orlandosentinel. com; Heather Timmons, “India’s Automaker of Many Faces May Land Jaguar,” The New York Times, December 18, 2007, p. C3; Heather Timmons, “In India, a $2,500 Pace Car,” The New York Times, October 12, 2007, pp. C1, C4.
Feature Notes
a. Dean Takahashi, “Copy This: Zynga Raises $130K for Two Charities through Social Games,” VentureBeat, April 22, 2010, games.; Ari Levy, Brian Womack and Joseph Galante, “Facebook Tests
a Payment Service for Virtual Goods,” BusinessWeek, February 25, 2010, ; Mike Snider, “ ‘Microtransactions’ Add Up for Free Online Games, USA Today, January 19, 2010, ; Elizabeth Heichler, “Money for Nothing? Virtual Goods Market Takes Off,” Computerworld, January 8, 2010, . b. Kelli B. Grant, “20 Ways to Save Green by Going Green,” SmartMoney, April 22, 2010, ; Randy Lee Loftis, “Message That ‘Green Is the Glue’ Starts to Stick,” Dallas Morning News, April 22, 2010, ; .
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Notes N-31
c. Gwendolyn Bounds, “TerraCycle Fashions a New Life for Old Wrappers,” The Wall Street Journal, July 1, 2008, p. B5; Arden Dale, “Green Products Gain from New Price Equation,” The Wall Street Journal, June 24, 2008, p. B7; Christopher Shulgan, “The Worm Wrangler,” Maclean’s, June 4, 2007, p. 34+; (accessed February 27, 2009).
Appendix A
1. This section is adapted from William M. Pride, Robert J. Hughes, and Jack R. Kapoor, Business (Boston: HoughtonMifflin, 2002), pp. A1–A9. 2. Sal Divita, “Résumé Writing Requires Proper Strategy,”
Marketing News (July 3, 1995): p. 6. 3. Andrew J. DuBrin, “Deadly Political Sins,” The Wall Street Journal’s Managing Your Career (Fall 1993): pp. 11–13. 4. Ibid.
5. Cyndee Miller, “Marketing Research Salaries Up a Bit, but Layoffs Take Toll,” Marketing News, June 19, 1995, p. 1. 6. Careers in Marketing, “Market Research—Salaries,” mrsal.htm (accessed November 2, 2009). 7. Payscale, (accessed November 2, 2009). 8. Ibid. 9. Ibid. 10. Careers in Marketing, “Product Management—Salaries,” pmsal.htm (accessed November 2, 2009). 11. Careers in Marketing, “Advertising and Public Relations— Salaries,” adsal.htm (accessed November 2, 2009). 12. Payscale, (accessed November 2, 2009). 13. Ibid. 14. , (accessed November 2, 2009).
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Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the over
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