...Explain what happened to the Gore-Tex brand after the patent expired in 1996. Once the main patent on the Gore-Tex fabric expired, the company lost all rights to its invention, and it opened the door for other companies to offer comparative products at a lower price. Many companies make waterproof membranes now, and some have advanced past Gore-Tex in terms of durability and function. Gore no longer has the ability to protect the make-up of The Gore-Tex brand so competitors have flooded their once exclusive market with “generic” versions (knock-offs). These competitors are many and diverse so there is no single company that competes with them in every area. A fabric that would enable moisture to escape and at the same time prevent moisture from entering would seem unachievable, but that is precisely what the Gore-Tex® fabric does. Rain coats incorporating the Gore-Tex® fabric were first introduced way back in 1976, hence the patent for the breathable fabric expired in 1996. However, new patents are still active on improved methods of making Gore-Tex® fabric. There are now many generic versions of breathable fabric on the market. The success of the product has largely been witnessed in the 1990s as outdoor pursuits grew rapidly in popularity during this period. This led to an explosion in sales of Gore-Tex related products, such as coats, back-packs, shoes and trousers. Indeed, clothing manufacturers who used the Gore-Tex fabric in their garments, such as Berghaus, Karrimor and...
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.... Explain what happened to the Gore-Tex brand after the patent expired. What activity can firms use to try to maintain any advantage developed during the patent protection phase? Once the main patent on the Gore-Tex fabric expired it opened the door for other companies to duplicate it and possible make it better. When a patent expires the technology of the inventor no longer has the exclusive rights to his or her invention opening it up to everyone. At this point other companies can offer comparative products at reduced prices. I think that Gore-Tex was smart to take advantage of their own patent and expand the product line to include other products using the same technology. The company is overall smart by also not relying on only the Gore-Tex technology but expand into other areas which makes the brand very unique. 2. List some of the wide range of products where the Gore-Tex fabric has been applied. According to Gore-Tex web site they offer Raincoats, coats, back-packs, shoes, trousers, soft shell jackets, gloves, socks, hunter hats, baseball hat, gaiters, and bike hats all for men, women and kids. 3. It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being too heavily focused on technology? It seems that sometimes when we too heavily into just technology we overlook the simple things that help develop into products. When too many projects are going on based on technology the costs can become astronomical and can...
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...Week 3 Gore-Tex Case Study 1. Explain what happened to the Gore-Tex brand after the patent expired. What activity can firms use to try to maintain any advantage developed during the patent protection phase? When the original patent expired, Gore-Tex lost all rights to their invention. This allowed other companies to make similar products at a lower price. They now have many competitors. To maintain the advantage, Gore-Tex needs to use their packaging to continue identifying themselves as the superior creator of this type of products. They need to continue selling their brand by placing their labels in highly visible locations. 2. List some of the wide range of products where the Gore-Tex fabric has been applied. “Today the organisation divides its products into four main groupings: medical products; fabric products; electronic products; and industrial products.” (Trott 99) * Medical- implants, vascular grafts, dental implants, and patches * Electronics- cabling used in telecommunication, aerospace, medical industries * Fabrics: waterproof and laminates for backpacks, raingear, coats, gloves, and shoes Reference: Trott, Paul. Innovation Management and New Product Development, 4th Edition. Pearson Learning Solutions. <vbk:9781256085539#outline(8.12.7.1)>. 3. It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being too heavily focused on technology? Many times, being too focused...
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...1. Explain what happened to the Gore-Tex Brand after the patent expired. What activities can firms use to try to maintain any advantage developed during the patent protection phase? Once the main patent on the Gore-Tex fabric expired, the company lost all rights to its invention, and it opened the door for other companies to offer comparative products at a lower price. Many companies make waterproof membranes now, and some have advanced past Gore-Tex in terms of durability and function. Gore no longer has the ability to protect the make-up of The Gore-Tex brand so competitors have flooded their once exclusive market with “generic” versions (knock-offs). These competitors are many and diverse so there is no single company that competes with them in every area. To maintain the advantage of having a superior product, companies can also ensure their packaging and labeling is kept to strict standards that identify them in an unmistakable fashion. Gore-Tex labels all products that carry its brand name with exclusive hangtags so there is no doubt they are Gore-Tex Brand waterproof membrane. Most boots with Gore-Tex have highly visible labels sewn in. Firms with expired patents can develop new ones, and diversify operations to support their existing products and markets. Gore did this by establishing of venture partnerships in Japan, opening European divisions, and developing next generation materials in medicine and science. They have also divided their products into...
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...Chapter 3 1. Explain what happened to the Gore-Tex brand after the patent expired. What activity can firms use to try to maintain any advantage developed during the patent protection phase? When a patent expires the technology the inventor no longer has the exclusive rights to his or her invention opening it up to everyone. Gore-Tex took advantage of their own patent and they expanded the product line to include other products. 2 List some of the wide range of products where the Gore-Tex fabric has been applied. “Gore-Tex products, such as raincoats, coats, back-packs, shoes and trousers. Clothing manufacturers who used the Gore-Tex fabric in their garments, such as Berghaus, Karrimor and North Face.” 3 It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being too heavily focused on technology? Some of the dangers of being too heavily focused on technology; I believe number 1 is losing employees too competitors, creating products that can cost your company (for example: loosing money), and the product being created may/or could be too complicated for your target consumers. 4 Cooperatives and share-ownership schemes provide many attractions and benefits, but there are also limitations; discuss these. I say that the benefits is that no one is left behind, but the issue to me would be that without a set plan things can either go left or go right-since everyone is together. There are too many people to be...
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...and how successful firms can become unsuccessful. It is not a case about Apple and why it has become successful. This case study explores the rise of the Apple Corporation. The Apple iPod is one of the most successful new product launches in recent years, transforming the way the public listens to music, with huge ramifications for major record labels. More than 50 million MP3 players are expected to be sold in 2005; over a third more than last year. Mobile phones have long been regarded as the most credible challengers to MP3 players and iPods. The launch of digital download services via mobile phones illustrates the dramatic speed of convergence between the telecom and media industries, which many observers expect to usher in a new era of growth for mobile phones. Users are willing to pay more for additional services and many analysts predict that mobile phone handsets will eventually emerge as the dominant technology of the age, combining personal organisers, digital music players and games consoles in a single device. Indeed, Microsoft founder Bill Gates has predicted that mobile phones will supersede the iPod as the favoured way of listening to digital music. The launch of the Apple ipad in 2010 makes this case even more topical. This should form the basis of supplementary questions at the end of the case: How will the iPhone succeed? What about Android and the rise of HTC and Samsung? The mobile phone market is very competitive. The iPhone does not use the latest technology...
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...Shipper Greg L. Stewart Salisbury University CASE 26 W. L. Gore & Associates: Developing Global Teams to Meet 21st-Century Challenges1 University of Iowa Charles C. Manz University of Massachusetts–Amherst n 2010, W. L. Gore & Associates celebrated its 52nd year in business. Founded in 1958 by Bill and Vieve Gore in the basement of their home, Gore had grown into a global enterprise famous for its high performance fabrics, medical products, and next-generation electronic products, as well as its use of self-empowered teams of employees (called associates at Gore). In its earlier years, the company had endeavored to restrict the size of its different corporate facilities to 200 associates or fewer, a practice that helped keep the number of teams at a given facility to a manageable number and facilitated cross-team coordination. More recently, however, to better cope with the challenges of a global marketplace, increasing numbers of teams were composed of associates in different facilities, sometimes facilities that were spread across three continents; the coordination of team members working in different facilities was enabled by online communication. In 2010, Gore’s products were sold on six continents and used on all seven continents, as well as under the ocean and in space. The company global operations required teams of associates to tightly coordinate their activities in developing, producing, and marketing products to customers across...
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...Library of Congress Control Number: 2010926489 © Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com) Foreword by Bayer CDs and DVDs, water bottles, sports eyewear, binoculars, helmets, storage boxes for food, car headlights, automotive roof glazing – these are just some of the everyday products that benefit from the unique properties of Makrolon®, a plastic manufactured by Bayer MaterialScience...
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...Marketing Channel Strategy This page intentionally left blank Eighth Edition Marketing Channel Strategy Robert W. Palmatier University of Washington’s Foster School of Business Louis W. Stern Northwestern University’s Kellogg School of Management Adel I. El-Ansary University of North Florida’s Coggin College of Business Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Acquisitions Editor: Mark Gaffney Program Manager Team Lead: Ashley Santora Program Manager: Jennifer M. Collins Director of Marketing: Maggie Moylen Executive Marketing Manager: Anne Fahlgren Project Manager Team Lead: Judy Leale Project Manager: Thomas Benfatti Operations Specialist: Nancy Maneri Cover Designer: Suzanne Behnke Creative Director: Jayne Conte Digital Production Project Manager: Lisa Rinaldi Full Service Vendor: Integra Software Services Pvt. Ltd. Full Service Project Manager: Anandakrishnan Natarajan/Integra Software Services Printer/Binder: Courier/Westford Cover Printer: Lehigh-Phoenix Text Font: 10/12, ITC Garamond Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text (or on page xix). Copyright © 2015 Pearson Education, Inc., publishing as Prentice...
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...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a section...
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...Contemporary Developments in Business and Management Kenneth Fee The University of Sunderland © 2013 The University of Sunderland First published September 2013 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without permission of the copyright owner. While every effort has been made to ensure that references to websites are correct at time of going to press, the world wide web is a constantly changing environment and the University of Sunderland cannot accept any responsibility for any changes to addresses. The University of Sunderland acknowledges product, service and company names referred to in this publication, many of which are trade names, service marks, trademarks or registered trademarks. All materials internally quality assessed by the University of Sunderland and reviewed by academics external to the University. Instructional design and publishing project management by Wordhouse Ltd, Reading, UK. Contents Introduction vii Unit 1 The contemporary world of business and management Introduction 1.1 1.2 The global business environment The importance of developments in the global environment Case Study 1.3 Organisational decision making and performance vii 1 3 10 14 17 19 19 20 Self-assessment questions Feedback on self-assessment questions Summary Unit 2 Globalisation Introduction 2...
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...in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your students a complete digital solution that allows them to access their materials from any computer. Tegrity Make your classes available anytime, anywhere. With simple, one-click recording, students can search for a word or phrase and be taken to the exact place in your lecture that they need to review. EASY TO USE Learning Management System Integration McGraw-Hill Campus is a...
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...Course Technology’s Management Information Systems Instructor and Student Resources Introduction to IS/MIS Principles of Information Systems, Eighth Edition • Stair, Reynolds Fundamentals of Information Systems, Fourth Edition • Stair, Reynolds Management Information Systems, Sixth Edition • Oz Information Technology in Theory • Aksoy, DeNardis Office Applications in Business Problem-Solving Cases in Microsoft Access & Excel, Sixth Annual Edition • Brady, Monk Succeeding in Business Applications with Microsoft Office 2007 • Bast, Gross, Akaiwa, Flynn, et.al Succeeding in Business with Microsoft Office Excel 2007 • Gross, Akaiwa, Nordquist Succeeding in Business with Microsoft Office Access 2007 • Bast, Cygman, Flynn, Tidwell Databases Database Systems, Eighth Edition • Rob, Coronel Concepts of Database Management, Sixth Edition • Pratt, Adamski Data Modeling and Database Design • Umanath, Scamell A Guide to SQL, Seventh Edition • Pratt A Guide to MySQL • Pratt, Last Guide to Oracle 10g • Morrison, Morrison, Conrad Oracle 10g Titles Oracle9i Titles Enterprise Resource Planning Concepts in Enterprise Resource Planning, Third Edition • Monk, Wagner Data Communications Data Communications and Computer Networks: A Business User’s Approach, Fourth Edition • White Systems Analysis and Design Systems Analysis and Design in a Changing World, Fifth Edition • Satzinger, Jackson, Burd Object-Oriented Analysis and Design with the Unified Process • Satzinger, Jackson, Burd Systems Analysis and...
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...without the permission of the publisher is unlawful piracy and theft of the author’s intellectual property. If you would like to use material from the book (other than for review purposes), prior written permission must be obtained by contacting the publisher at permissions@hbgusa.com. Thank you for your support of the author’s rights. For Isabella and Calista Stone When you are eighty years old, and in a quiet moment of reflection narrating for only yourself the most personal version of your life story, the telling that will be most compact and meaningful will be the series of choices you have made. In the end, we are our choices. —Jeff Bezos, commencement speech at Princeton University, May 30, 2010 Prologue In the early 1970s, an industrious advertising executive named Julie Ray became fascinated with an unconventional public-school program for gifted children in Houston, Texas. Her son was among the first students enrolled in what would later be called the Vanguard program, which stoked creativity and independence in its students and nurtured expansive, outside-the-box thinking. Ray grew so enamored with the curriculum and the community of enthusiastic teachers and parents that she set out to research similar schools around the state with an eye toward writing a book about Texas’s fledgling gifted-education movement. A few years later, after her son had moved on to junior high, Ray returned to tour the program, nestled in a wing of River Oaks Elementary School, west...
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...markets@perseusbooks.com. CIP catalog record for this book is available from the Library of Congress. ISBN-10: 0–465–03914–6 ISBN-13: 978–0–465–03914–2 06 07 08 09 / 10 9 8 7 6 5 4 3 2 1 Code version 1.0 FOR CHARLIE NESSON, WHOSE EVERY IDEA SEEMS CRAZY FOR ABOUT A YEAR. Code version 2.0 TO WIKIPEDIA, THE ONE SURPRISE THAT TEACHES MORE THAN EVERYTHING HERE. C O N T E N T S Preface to the Second Edition Preface to the First Edition Chapter 1. Code Is Law Chapter 2. Four Puzzles from Cyberspace PART I: “REGULABILITY” ix xiii 1 9 Chapter 3. Is-Ism: Is the Way It Is the Way It Must Be? Chapter 4. Architectures of Control Chapter 5. Regulating Code PART II: REGULATION BY CODE 31 38 61 Chapter 6. Cyberspaces Chapter 7. What Things Regulate Chapter 8. The Limits in Open Code PART III: LATENT AMBIGUITIES 83 120 138 Chapter 9. Translation Chapter 10. Intellectual Property Chapter 11. Privacy Chapter 12. Free Speech Chapter 13. Interlude PART IV: COMPETING SOVEREIGNS 157 169 200 233 276 Chapter 14. Sovereignty Chapter 15. Competition Among Sovereigns 281 294 PART V: RESPONSES Chapter 16. The Problems We...
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