Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 4 Marketing Information to Gain Managing Customer Insights Chapter Preview In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage
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Creating a Customer-Centered Organization A Harvard Business Review Insight Center Report sponsored by The HBR Insight Center is an interactive resource that highlights the emerging thinking around today’s most important issues. In this installment of the series, Harvard Business Review focused on how managers are turning their companies into customer-focused organizations. The growing obsession with customer excellence is driven, in part, by technology. Today customers can obtain and exchange
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PART II INSTRUCTOR’S NOTES ON TEXT CASES CASE GUIDE CHAPTER CASE | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 1–1 Starbucks – Going Global Fast | X | X | | X | X | | | | | | X | X | | | | | | | | 1–2 Nestlé – The Infant Formula Incident | | X | X | X | X | | | X | | | X | X | | | | | | | | 1–3 Coke and Pepsi Learn to Compete in India | | | | X | X | X | | |
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Concepts S1-Friday: Intro and Amgen Case S2-Saturday: Jeffrey Immelt Case Week Two (Jan 26 & 27) S3-Friday: IBP Case S4-Saturday Copeland-Bain Case Week Three (Feb 9 & 10) S5-Friday: Millennium (A) Case S6-Saturday: Wendy Simpson Case Week Four (Feb 23 & 24) S7-Friday: Masco & Household Furnishings Cases S8-Saturday: Cisco & Grand Junction Cases Week Five (Mar 9 & 10) S9-Friday: Cross-cultural
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March 25, 2011 Exceptional Service, Exceptional Profit The Secrets of Building a Five-Star Customer Service Organization Leonardo Inghilleri and Micah Solomon ©2010 Leonardo Inghilleri and Micah Solomon Adapted by permission of AMACOM, a division of The American Management Association ISBN: 978-0-8144-1538-2 Introduction The key to a successful business is customer loyalty. Building enduring business relationships is a timeless strategy that transcends factors that are out of a service
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ESPN X Games: Commercialized Extreme Sports for the Masses SMGT 798 Allison Renard A Paper Presented to the faculty of Lasell College in Partial Fulfillment of the requirement of the Degree Master of Science in Management. ABSTRACT For years, extreme sports had little to nothing in common with each other except for high risk, and an appeal to women and men from the ages of 12 to 34. Entertainment Sports Programming Network (ESPN), realizing this age group was a prime viewing audience
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For the exclusive use of S. Kaya, 2015. Harvard Business School 9-595-057 Rev. March 30, 2001 The Black & Decker Corporation (A): Power Tools Division Joe, I like you guys. But, look, I give Makita 10 feet of space. I give you 10 feet of space. They outsell you 8 to 1. What are we going to do about that? In January 1991, statements like this no longer surprise Joseph Galli. Black & Decker’s (B&D) vice president of sales and marketing for power tools had heard similar sentiments expressed
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A REPORT ON MOBILE MARKETING Submitted by Aatish Khemka INTRODUCTION Mobile marketing is marketing on or with a mobile device, such as a cell phone. One definition comes from marketing professor Andreas Kaplan who defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device". Within this definition, Kaplan uses two
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Case Study 2: Warren E. Buffett, 1995 This case was prepared by Professor Robert F. Bruner as the basis for classroom discussion rather than to illustrate effective or ineffective handling of an administrative situation. On August 25, 1995, Warren Buffett, the CEO of Berkshire Hathaway, announced that his firm would acquire the 49.6 percent of GEICO Corporation that it did not already own. The $2.3 billion deal would give GEICO shareholders $70.00 per share, up from the $55.75 per share market
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MEDIA AND COMMUNICATION TABLE OF CONTENTS: INTRODUCTION/ OVERVIEW TRENDS AND OPPORTUNITIES SKILLS AND LICENCES REQUIRED ENTRY AND PROGRESSION TRAINING AND DEVELOPMENT PROFESSIONAL BODIES INVOLVED SOURCES OF REFERENCE LINKS TO RESOURCES INTRODUCTION/ OVERVIEW The large and diverse media and communications industry assumes a central role within most economies. The industry covers a range of occupations and media, including: radio, television
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