Index

Name Beucke, Dan, 533 Cendrowski, Scott, 297 Dey, Romit, 432 Beyoncé, 282, 359 Chamberlain, Lisa, 120 Diamond, Seth, 110 Aaker, David A., 203 Bezos, Jeff, 443 Chang, Rita, 31 Dichter, Ernest, 160 Aaker, Jennifer, 157 Bickoff, J. Darius, 293 Charan, Ram, 575 Dickson, Tom, 550 Aaron, Hank, 533 Binkley, Christina, 334 Chattopadhyay, Amitava, 552 Diehl, Kristin, 339 Abate, Tom, 108 Birkett, Laurie, 146 Cheetah, Chester (mascot), 113 Dillon, Mary, 272 Abelson, Jenn, 533 Birtwell, Celia, 431 Chen, Pei-yu, 344 Dion, Celine, 485 Adamy, , 272 Bitner, Mary Jo, 360 Chernev, Alexander, 339 Disney, Roy, 178 Adler, Jerry, 83 Bjork, Christopher, 471 Cheverton, Peter, 555 Disney, Walt, 178 Aguilera, Christina, 402 Blacker, Stanley, 288 Child, Peter N., 423 Doeble, Justin, 322 Aksoy, Lerzan, 129 Blakely, David, 119 Chintagunta, Pradeep K., 339 Dolan, Matthew, 552 Aldrin, Buzz, 295 Bloom, Paul N., 83 Chizauskas, Cathy, 636 Dolliver, Mark, 83 Allen, James, 30 Bodett, Tom, 509 Chou, Jay, 477 Donahue, John, 412 Allen, Paul, 93 Boies, David, 359 Chouinard, Yvon, 629 Donaton, Scott, 276 Allison, Melissa, 148 Bolt, Usain, 310 Christensen, Glenn L., 106 Donnelly, James H., 357 Ambler, Tim, 115 Bond, John, 237, 238 Chu, Kathy, 403 Dotzel, Thomas, 372 Anderson, Chris, 235, 385 Boniface, Russell, 458 Chung, Mong-Koo, 596 Doyle, Patrick, 169 Anderson, Diane, 649 Bono, 636 Cink, Stewart, 486 Doyle, Peter, 317 Anderson, James C., 199, 231, Bonoma, Thomas V., 230 Cioletti, Jeff, 219 Drucker, Peter, 5, 38, 53 400, 461 Boudette, Neil, 239 Clancy, Heather, 59 Drumwright, Minette, 634 Andreassen, Tor Wallin, 129 Bowen, David, 364 Clark, Don, 59 Du Plesis, Erik, 476 Aniston, Jennifer, 293 Boykin-Towns, Karen, 194 Clarkson, Kelly, 293 Dyson, James, 571, 572 Ansari, Kimia M., 238 Boyle, Matthew, 445 Clifford, Stephanie, 59, 146 Ante, Spencer E., 369 Brady, Michael K., 316 Clifton, Rita, 257 Eakin, Emily, 106 Aquilla, Frank, 602 Brady, Tom, 293 Cobain, Kurt, 221 Ebenkamp, Becky, 146 Ariely, Dan, 176 Brakus, Josko, ˇ 358 Cohen, Arianne, 633 Edison, Thomas, 210 Armstrong, Lance, 29 Branson, Richard, 650–51 Cohen, Ben, 24 Edmondson, Gail, 239 Armstrong, Shelagh, 75 Brasel, S. Adam, 476 Cohen, Sacha Baron, 614 Edwards, Cliff, 59 Arndt, Michael, 403 Breen, Bill, 76 Cohn, Laura, 149 Einhorn, Bruce, 602 Arnould, Eric J., 254 Briesch, Richard A., 339 Colgate, Mark, 364 Elkind, Peter, 651 Aronson, Arnold, 387 Brin, Sergey, 30 Collins, Jim, 46 Elliott, Stuart, 94, 516 Arroniz, Inigo, 46, 47 Britton, Tracy, 238 Colvin, Geoffrey, 211, 575 Ellis, Perry, 288 Auguste, Byron G., 377 Brodie, John, 448 Comarow, Avery, 381 Emerson, Ralph Waldo, 646 Austen, Ian, 593 Broniarczyk, Susan M., 339 Comeau, Michael, 593 Engardio, Pete, 76 Brosnan, Tim, 533 Comstock, Beth, 210, 211 English, Todd, 524 Bailey, Jeff, 413 Brown, Heidi, 322 Cone, Carol L., 637 Epstein, Marc J., 256 Bajarin, Tim, 59 Brown, Stuart F., 353 Conlin, Michelle, 500 Ewers, Justin, 30, 165 Baker, David R., 58 Brown, Tim, 120, 569 Cooil, Bruce, 129 Ewing, Jack, 618 Balachnadar, Subramanian, 344 Bryant, Kobe, 29 Cook, Brad, 532 Baldwin, Alec, 486 Brynjolfsson, Erik, 235 Cook, Scott, 120 Fackler, Martin, 322 Bamford, Joanna, 149 Buffet, Warren, 512 Cooper, Robert G., 574 Fader, Peter, 134 Bannan, Karen J., 552 Bulik, Beth Snyder, 334, 592 Cooper, Simon, 379 Fahey, Liam, 256 Barbaro, Michael, 95 Burnsed, Brian, 403 Corbett, Peter, 564 Farris, Paul, 114, 402 Barrett, Colleen, 413 Burrows, Peter, 592 Coster, Helen, 448, 602 Favre, Brett, 485 Bartz, Carol, 33 Burton, Philip Ward, 509 Coupland, Douglas, 221 Feder, Barnaby J., 192 Basu, Amiya, 344 Bush, Jason, 601 Cox, Courtney, 578 Federer, Roger, 29, 243, 532 Batelle, John, 552 Bush, Michael, 121 Creamer, Matthew, 412 Feinberg, Fred, 108 Bauer, Margie, 602 Buss, Dale, 112, 351 Cutler, Alex, 319 Feldman, Mark A., 637 Baumgartner, Hans, 104 Butler, David, 333 Fey, Tina, 282 Beckham, David, 6, 477 Byrne, John A., 211 Daly, John, 305 50 Cent, 293 Bedbury, Scott, 267 DaSilva, Alison T., 637 Fisher, Daniel, 211 Beene, Geoffrey, 288 Cacioppo, John, 173 David, George, 262 Fishman, Charles, 353 Begley, Ed, Jr., 81 Cadwallader, Susan, 372 Dawson, Chester, 353 Fiske, Neil, 218, 219 Belch, George, 166 Callahan, Sean, 209 Day, George, 35 FitzGerald, Niall, 342 Belch, Michael, 166 Callebaut, Jan, 160 De Avila, Joseph, 592 Flannery, Russell, 602 Bello, John, 305, 553 Campanelli, Melissa, 601 DeGeneres, Ellen, 282, 297 Fletcher, Richard, 149 Bemner, Brian, 353 Capell, Kerry, 180, 385, 471, 651 DeJoria, John Paul, 334 Ford, Henry, 233, 314, 576 Bendapudi, Neeli, 381 Capon, Noel, 555 Dekimpe, Marnik G., 316 Foreman, George, 485 Berfield, Susan, 458 Carbone, Lewis P., 372 Dell, Michael, 70, 124 Fornell, Claes, 130 Berger, Jonah, 339 Carroll, Dave, 362 De Lollis, Barbara, 120 Fournier, Susan, 255 Berner, Robert, 270, 565, 575 Carvajal, Doreen, 619 Dempsey, Patrick, 486 Fox, Edward J., 339 Berry, Leonard L., 372, 374, 381 Casey, Paul, 486 De Niro, Robert, 282, 297, 486 Frank, Robert J., 301 Berry, Tim, 55 Caslione, John A., 16 Depp, Johnny, 486 Frazier, Mya, 500 Bertinelli, Valerie, 485 Cassidy, Hilary, 297 Deshpande, Rohit, 203 Freud, Sigmund, 160 Best, Roger J., 231 Cassidy, John, 235, 564 Deutschman, Alan, 651 Friedman, Milton, 629

Index I1 Frommer, Dan, 31 Hamilton, Laird, 297 Ihlwan, Moon, 46, 322 Lafley, A. G., 137, 292, 574, 575 Furguson, John, 94 Hamilton, Ryan, 339 Immelt, Jeffrey R., 76, 210 La Forgia, John, 381 Hamm, Steve, 46, 575 Isidore, Chris, 353 Lange, Liz, 95, 456, 499 Gale, Porter, 114, 245 Hanks, Tom, 486 Iwata, Edward, 649 LaPointe, Pat, 117–18 Gallo, Carmine, 380 Hanlon, Patrick, 292 Iwata, Satoru, 567 Lashinsky, Adam, 412 Galvin, John, 270 Hanna, Jim, 649 Iyengar, Sheena S., 339 Lavabre, Louise, 602 Gamble, James, 269 Hansell, Saul, 593 Lavidge, Robert J., 481 Gates, Bill, 93 Hardie, Bruce, 134 Jackson, Peter, 104 Layne, Rachel, 211 Gaultier, Jean Paul, 499 Harmon, Eric P., 377 James, LeBron, 29, 79, 80, 484 Lazaridis, Mike, 45, 593 Geiling, Peter, 602 Harrington, Anna, 322 Jana, Reena, 30, 76, 83, 295 Lebar, Ed, 248 George, Jeffrey P., 301 Harris, Rebecca, 102 Jaworski, Bernard J., 278, 375, Lee, Ka, 134 George, Kevin, 565 Hartman, Cathy L., 83 541, 542 Lee, Lara, 255 George, William R., 357 Hastings, Reed, 415 Jennings, Brandon, 299 Leggio, Jennifer, 58 Gerstner, Lou, 628 Haugtvedt, Curt P., 339 Jeter, Derek, 532 Lehmann, Donald R., 134, 256 Gerstner, Louis V., Jr., 323 Hawk, Tony, 221 Joachimsthaler, Erich, 573, 574 Lenhart, Amanda, 516 Gerzema, John, 248 Hayashi, Alden M., 146 Jobs, Steve, 528, 589, 592 Leonard, Devin, 94, 448 Ghosh, Bikram, 344 Hayes, John, 296 Johnson, Mark, 121 Leondis, Alexis, 403 Ghosn, Carlos, 617 Haysbert, Dennis, 485 Johnson, William R., 632 Leonwood, Leon, 536 Giannulli, Mossimo, 456, 499 Heath, Chip, 165, 334 Johnston, Megan, 633 Lepper, Mark R., 339 Gilbert, Jennifer, 192 Heath, Dan, 165, 334 Jolie, Angelina, 243 Letz, Jim, 352 Gillette, King C., 532 Hein, Kenneth, 59, 238, 458, Jones, Reginald, 210 Levitt, Theodore, 18, 307 Gilly, Mary C., 376 633 Jones, Terril Yue, 592 Levy, Piet, 102, 486, 491 Gimbel, Barney, 413 Heinz, Henry John, 632 Jordan, Michael, 29 Levy, Steven, 592 Ginsberg, Jill Meredith, 83 Heires, Katherine, 385 Juskalian, Russ, 176 Lewis, David, 333 Gips, James, 476 Helm, Burt, 30, 58, 94, 476 Light, Larry, 292 Giscard d’Estaing, Henri, 213 Helsen, Kristiaan, 316 Kalasvuo, Oli Pekka, 618 Lincoln, Abraham, 383 Gladwell, Malcolm, 165, 551 Hempel, Jessi, 593 Kamprad, Ingvar, 179–80 Lindstrom, Martin, 108 Gobé, Marc, 291 Henderson, Naomi R., 102 Kang, Stephanie, 476 Lippert, Barbara, 30 Godin, Seth, 136–37, 543, 570 Henley, Jon, 180 Kaplan, Allison, 30 Liptrot, Hannah, 149 Goizueta, Roberto, 532 Henry, Thierry, 532 Kapner, Suzanne, 95 Little, John, 112 Goldberg, Whoopi, 487 Hepburn, Audrey, 295 Kardes, Frank R., 339 Liu, Wendy, 339 Goldenberg, Jacob, 552 Herr, Paul M., 339 Karlgard, Rich, 46 Loeb, Lisa, 528 Golder, Peter, 312–13 Herzberg, Frederick, 160, 161 Karpinski, Richard, 31 Lohr, Steve, 323 Goldiner, Dave, 95 Heywood, Suzanne, 423 Kasner, Sarah Jeffrey, 102 Lopez, Jennifer, 295 Gorbachev, Mikhail, 195 Hilfiger, Tommy, 288 Kawasaki, Guy, 38 Lowry, Adam, 275 Gorog, Danny, 31 Hill, Sam, 651 Keaveney, Susan M., 371 Lyman, Jay, 592 Gourville, John, 339 Hilton, Paris, 486 Keegan, Warren, 608 Govindarajan, Vijay, 76 Hindmarch, Anya, 499 Keiningham, Timothy L., 129 Ma, Jack, 440 Graf, Steffi, 295 Hirshberg, Gary, 630 Keller, Kevin Lane, 203, 256, MacDonald, Kelsey, 115–16 Graham, Jefferson, 31 Hitt, Loren M., 344 267, 335, 496, 499, 608 MacKinnon, Mark, 602 Graham, Lauren, 486 Hoch, Stephen J., 339 Kessler, Michelle, 58 MacMillan, Douglas, 412 Graves, Michael, 456, 499 Hof, Robert D., 444 Kim, Ju-Young, 385 Madden, Normandy, 238 Green, Richard, 431 Hofman, Mike, 165 Kim, W. Chan, 278–79 Madonna, 295, 402 Green, Stephen, 238 Hogan, John E., 391 King, Regina, 486 Mahoney, Sarah, 83, 219 Greene, Jay, 192 Holahan, Cattherine, 412, 565 Kirkpatrick, David, 59 Maier, Matthew, 385 Greenfield, Jerry, 24 Holt, Benjamin, 350 Kiviat, Barbara, 165 Malhotra, Arvind, 376 Greenhouse, Steven, 445 Holt, Douglas, 292 Klein, Calvin, 288 Malkoff, Mark, 528 Greenwald, John, 532 Honigman, Daniel B., 112, 413 Klein, Karen E., 121 Malone, Chris, 17 Gregory, Sean, 95 Horovitz, Bruce, 649 Klein, Norman, 316 Malone, Matthew, 413 Gremler, Dwayne D., 360 Horyn, Cathy, 334 Klein, Russ, 541 Maloney, John C., 484 Grewal, Dhruv, 372 Hosaka, Tomoko A., 353 Kliger, Michael, 423 Manning, Eli, 522, 523 Greyser, Stephen A., 316 Hovland, Carl, 484 Knight, Philip, 29 Manning, Jeff, 224 Griffith, Scott, 356 Howard, Theresa, 565, 649 Knutson, Brian, 108 Manning, Peyton, 522, 523 Gronbach, Kenneth, 220 Howe, Peter J., 385 Kolbert, Elizabeth, 176 Mantle, Mickey, 533 Grove, Andy, 576 Hsieh, Tony, 447 Komen, Susan G., 635 Martin, Andrew, 272 Gupta, Anil K., 601 Hu, Judy, 210 Kotler, Philip, 16, 19, 23, 486, Martinez, Amy, 148 Gupta, Rajat, 575 Hu, Yu “Jeffrey,” 235 576, 647 Maslow, Abraham, 160–61 Gupta, Sunil, 134 Hughes, Cameron, 468 Kranhold, Kathryn, 129, 211 Massarella, Linda, 486 Gutchess, Angela H., 108 Hunt, Shelby D., 203 Kroc, Ray, 271, 366 Mateschitz, Dietrich, 498 Guth, Robert A., 94 Hurd, Mark, 45 Kroeber, Arthur, 601 Matzer, Marla, 58 Huston, Larry, 575 Kudrow, Lisa, 578 Mauborgne, Renée, 278–79 Ha, Peter, 499 Huver, Scott, 486 Kuksov, Dimitri, 339 Mayer, John, 591 Haeckel, Stephan H., 372 Kumar, Nirmalya, 199, 301, 461 Maynard, Michelle, 413 Hague, Paul, 104 Iezzi, Teressa, 120 Kumar, V., 134 Mayo, Charles, 380 Hall, Malcolm Macalister, 552 Iger, Bob, 179 Kurahashi, Nobuo, 35 Mayo, William, 380

I2 Index McCausland, Tom, 7 O’Leary, Michael, 385 Randall, David K., 334 Schwartz, Barry, 339 McDonald, Bob, 629 Olson, Jerry C., 106 Rangan, Kash, 432 Scoller, Martin, 486 McDonald, Malcolm, 555 Omidayar, Pierre, 411 Rangan, V. Kasturi, 432 Scorsese, Martin, 486 McGonigal, Jane, 515 Orgel, David, 219 Rangaswamy, Arvind, 234 Scott, Lee, 629 McGovern, Gail, 17 Orr, Deborah, 238 Rapaille, Clotaire, 160 Scott, Ridley, 480 McGregor, Jena, 46, 129, 369 Ortega, Amancio, 470 Rashid, Karim, 275 Seiders, Kathleen, 372 McKeough, Tim, 351 Osbourne, Ozzy, 221, 222, 485 Raux, Caroline, 471 Seinfeld, Jerry, 94, 282 McLean, Bethany, 334 Osgood, Charles, 485 Rayport, Jeffrey, 375, 541 Seitz, Patrick, 444 Mehegan, David, 176 Ottman, Jacquelyn, 83 Rayport, Jeffrey F., 278, 542 Sela, Aner, 339 Meredith, Geoffrey E., 220 Owen-Jones, Lindsay, 619 Reardon, Marguerite, 58 Selden, Larry, 20 Mersereau, Marilyn, 57 Redden, Joseph P., 339 Selden, Yoko Sugiura, 20 Meyer, Ann, 552 Packard, David, 17 Regalado, Antonio, 601 Seltman, Kent D., 381 Miller, Bode, 305 Page, Larry, 30 Rego, Lopo Leotte, 129 Seno, Alexandra A., 602 Mintz, Jessica, 146 Palmeri, Christopher, 334 Reibstein, Dave, 116, 402 Serwer, Andy, 413, 651 Miyamoto, Shigeru, 567 Palmisano, Samuel, 46, 323 Reichheld, Frederick, 129 Shambora, Jessica, 633 Mizrahi, Isaac, 95, 456 Pandit, Vivek, 377 Reid, David A., 203 Shankar, Venkatesh, 372 Mogilner, Cassie, 339 Parasuraman, A., 372, 374, 376 Rein, Irving, 486 Shapiro, Benson P., 230, 338 Moldovan, Sarit, 552 Parish, Janet, 372 Reinartz, Werner J., 134 Sharapova, Maria, 29 Mollenkamp, Carrick, 238 Park, Seung Ho, 602 Reiss, Robert, 380 Sharpe, Ashleye, 149 Moorman, Christine, 203 Parks, Bob, 458 Revson, Charles, 7 Shasteen, Rhonda, 114 Morais, Richard C., 619 Parsons, Jay, 592 Richards, Keith, 244, 295 Shatner, William, 486, 487 Moran, Ursula, 435 Pattison, Kermit, 564 Ries, Al, 265 Shell, Ellen Ruppel, 180 Morgan, Neil A., 129 Pauwels, Koen, 256, 385 Rifkin, Glenn, 651 Shervani, Tasadduq A., 256 Morgan, Robert M., 203 Pearlstein, Steven, 351 Rigby, Elizabeth, 149 Sheth, Jag, 630 Moriarty, Rowland T., 426, 435 Pemberton, John S., 531 Ringer, Randall, 292 Shriver, Bobby, 636 Morita, Akio, 38, 302 Peppers, Don, 123, 137 Roberts, Andrew, 619 Siklosc, Richard, 179 Morrison, Scott, 120 Percy, Larry, 482 Roberts, Dexter, 602 Silverstein, Michael J., 218, 219 Morrison, Sigerson, 499 Perry, Matthew, 578 Roberts, Kevin, 291 Sinegal, Jim, 444 Morrissey, Brian, 146 Peters, Tom, 6 Roberts, Paul, 381 Sinfield, Joe, 121 Moss, Kate, 431 Petrecca, Laura, 565 Robinson, Patrick J., 195 Sisodia, Raj, 630 Mucha, Thomas, 565 Petty, Richard, 173 Robison, Jennifer, 380 Skinner, Jim, 271 Mulally, Alan, 325 Pfanner, Eric, 295 Rockwood, Kate, 448 Slavens, Roger, 59 Mullman, Jeremy, 30, 533 Pforzheimer, Harry, 121 Roehm, Michelle L., 316 Smart, Tim, 30 Muniz, Albert M., 254 Pickens, T. Boone, 71 Rogers, Everett M., 481, 589, Smith, Adam, 125, 629 Murphy, Patrick, 634 Pierce, Andrew, 316 590 Smith, David J., 75 Mustafa, Isaiah, 503 Piette, Daniel, 471 Rogers, Martha, 123, 137 Smith, Fred, 38 Mycoskie, Blake, 637 Pink, Daniel H., 106 Romanzi, Ken, 475 Smith, Michael D., 235 Myers, Steven Lee, 601 Plank, Kevin, 299 Rook, Dennis, 102 Solomon, Deborah, 444 Myerson, Bruce, 385 Plank, Richard E., 203 Rooney, Jennifer, 46 Soman, Dilip, 339 Myser, Michael, 577 Plungis, Jeff, 403 Rose, Partha, 432 Sood, Sanjay, 608 Podmolik, Mary Ellen, 209 Rossiter, John R., 482 Spann, Martin, 385 Nadal, Rafael, 29 Polk, Thad A., 108 Roth, Rick, 112 Spielberg, Steven, 259 Nagle, Thomas T., 391 Porter, Michael, 34, 51, 232, 289 Rothenberg, Randall, 565 Srinivasan, Shuba, 256 Narasimhan, Laxman, 301 Postrel, Virginia, 332 Rothstein, Edward, 532 Srivastava, Rajendra K., 256 Narus, James A., 199, 231, 461 Potter, Dave, 555 Rudnick, Tamar, 339 Stafford, Dale, 361 Natter, Martin, 385 Powell, Ken, 318 Ryan, Eric, 275 Stafford, Edwin R., 83 Naughton, Keith, 486 Poynor, Cait, 339 Standish, Jeff, 554 Neeleman, David, 363 Prahalad, C.K., 76 Sakkab, Nabil, 575 Steel, Emily, 209 Neff, Jack, 95, 270, 533, 555, Prefontaine, Steve, 29 Sanders, Harland, 605 Steenkamp, Jan-Benedict E. M., 565, 634 Presley, Elvis, 79 Sanders, Lisa, 112 104, 301, 461 Newman, Paul, 634 Pringle, Hamish, 149 Sanderude, Scott, 554 Steiner, Gary A., 481 Ng, David, 95 Procter, William, 269 Sanserino, Michael, 369 Stephens, Sammy, 14 Nicholson, Kate, 238 Proulx, Tom, 120 Sawhney, Mohanbir, 46, 47 Stern, Howard, 486 Nilekani, Nandan, 601 Pujals, Fernandez, 307 Scanlon, Jessie, 351 Sternberg, Brian, 108 Nordstrom, John W., 147 Pujols, Albert, 506 Schau, Hope Jensen, 254 Steverman, Ben, 500 Nussbaum, Bruce, 120 Pullins, Ellen Bolman, 203 Schewe, Charles D., 220 Stewart, Thomas A., 211 Purvis, Scott C., 509 Schindler, Fred, 555 Stewart, Tony, 524 Obama, Barack, 2, 3, 381 Putin, Vladimir, 600 Schlosser, Julie, 31, 500 Stone, Kenneth E., 95 O’Brien, Denis, 309–10 Schmitt, Bernd H., 358 Story, Louise, 533 O’Brien, Jeffrey M., 323 Quelch, John, 17, 322 Schnaars, Steven, 312 Stråberg, Hans, 314 O’Brien, Kevin J., 618 Quenqua, Douglas, 238 Schonfield, Erick, 444 Strand, Petra, 499 O’Connell, Andrew, 476 Quinn, Stephen, 95 Schueller, Eugene, 619 Stremersch, Stefan, 344 O’Connell, Patricia, 322 Schultz, Howard, 648–49 Strong, E. K., 481 O’Donnell, Kevin, 316 Radd, David, 516 Schulze, Horst, 379 Stuart, Jennifer Ames, 134 Ogbogu, Eric, 299 Ramstad, Evan, 322 Schwab, Charles, 485 Stuart, John, 256

Index I3 Stucky, Nik, 257 Wasserman, Todd, 112 Zillmer, John, 206 Aldi, 300, 320, 394, 395, 430, Sullivan, Elisabeth, 146, 347 Wasson, Chester R., 317 Zimmerman, Ann, 500 449, 461 Sunstein, Cass, 176 Watmore, Ian, 209 Zimmerman, Martin, 353 Alexander McQueen, 448 Sutherland, Kiefer, 486 Watson, Thomas J., Jr., 322 Zmuda, Natalie, 532 Alibaba, 33, 439, 440 Sutton, Robert I., 577 Watson, Thomas J., Sr., 322 Zook, Chris, 30 Allen-Bradley Corporation, 572 Swanson, Scott, 381 Webb, Cynthia L., 59 Zuckerberg, Mark, 563 Allied Van Lines, 359 Swartz, Jon, 121 Weber, John A., 317 All Natural Flavors, 261 Sweeney, Alison, 524 Webster, Frederick E., Jr., Allrecipes.com, 12 Swift, Taylor, 359 183, 189 Company, Allstate, 250, 359, 437, 553 Szaky, Tom, 11 Weil, Gilles, 619 Brand, and Alpo, 340 Weiss, Allen, 385 Alternative Distribution Alliance Tannenbaum, Percy, 485 Welch, Jack, 210, 307, 628 Organization (ADA), 51 Tax, Stephen, 364 Wellner, Alison Stein, 102 AAA, 17, 243 Alternative Trading Organization Taylor, Alex, III, 351 Wells, Melanie, 651 AARP, 17 (ATO), 11 Taylor, Catherine P., 31 Wendler, Jim, 575 ABB, 183 Altoids, 346 Taylor, Chris, 120, 444 West, Elizabeth, 444 ABC, 44, 82, 179, 476 Always, 486 Taylor, Fred, 413 Westbrook, Robert A., 256 Abercrombie & Fitch, 241, 454 Always Infinity, 568 Tellis, Gerald J., 312–13, 344 Westlund, Richard, 543 Absolut, 225, 346, 390, Amazing Race, 637 Thaler, Richard, 176, 177 Wexner, Leslie, 217, 454 508, 509 Amazon.com, 13, 37, 38, 53, Thibodeau, Michael, 292 White, Barry, 136 Accenture, 208–9, 286, 628 73, 127, 129, 138, 139, Thomaselli, Rich, 533 White, Betty, 496 Ace Hardware, 216, 369, 450 145, 171, 235, 244, 248, Thompson, Clive, 412 White, Bobby, 58 Acer, 127, 312 312, 366, 402, 409, 434, Thompson, Craig, 292 White, Shaun, 79, 243, 499 AC Milan, 552 440, 441, 443–44, 447, Thompson, Marjorie, 149 Whitman, Meg, 412 A.C. Nielsen Company, 72 449, 546, 608 Thompson, Stephanie, 634 Wieners, Brad, 106 Acosta, 197 AmBev, 600 Tiplady, Rachel, 471 Wierenga, Berend, 134 Act II , 72 AMD, 263, 305, 341, 409 Tischler, Linda, 102, 219, 577 Wilbur, Kenneth C., 476 Active, 619 American (AA), 99–100, Todé, Chantal, 148 Williams, Serena, 523 Activia, 568 101, 102, 103, 104, 107, Tomlinson, Richard, 619 Williams, Stephen, 239 Activision, 221 111, 225, 432 Toyoda, Akio, 352 Williams, Venus, 523 Actonel, 574 American Apparel, 39, 40 Travis, Daryl, 108 Williamson, Peter J., 76 Acura, Honda, 340 American Automobile Treece, James B., 353 Wilson, Chip, 241 Acushnet, 613 Association (AAA), 17, 243 Trimble, Chris, 76 Wilson, Doug, 55 AdBrite, 146 American Banker, 191 Trottman, Melanie, 413 Wind, Jerry, 234 Ad Council, 510 American Beauty, 461 Trout, Jack, 265 Wind, Yoram, 183 Addison, 495 American Business Media, 487 Trump, Donald, 486 Winer, Russell S., 388 Adidas, 29, 639 American Cancer Society, 638 Tuna, Cari, 369 Winfrey, Oprah, 6, 259, 486 ADM, 280 American Customer Satisfaction Tybout, Alice M., 316 Wingfield, Nick, 592 Adobe Systems Inc., 260, 384, Index (ACSI), 130 Wohl, Jessica, 272 544, 572 American Eagle, 454 Underhill, Paco, 458 Wolcott, Robert C., 46, 47 AdSense, 30 American Express, 45, 98, 129, Urban, Glen L., 203, 412 Wolfe, David B., 630 Advertising Age, 510 130, 144, 191, 281–82, Wolfinbarger, Mary, 376 Advocate, The, 191 296–97, 369, 486, Van Camp, Scott, 59 Womack, Brian, 564 Adweek’s, 515 525, 636 Vance, Ashlee, 58 Wong, Edward, 601 AdWords, 30 American Express Blue, 218, Van Hampton, Steven, 351 Woodburn, Diana, 555 AdWorks, 31 260, 495 Van Heerde, Harald, 316 Woods, Tiger, 29, 209, A8, 525 American Express Financial Vanheule, Marc, 256 297, 486 Aeropostale, 454–55 Advisors, 45 Vanhonacker, Wilfried R., 602 Worldwide, Arnold, 475 Aflac, Inc., 507, 508 American Family Assurance Van Rossum, Wouter, 199, 400 Wouters, Marc, 400 Ahold, 197, 453 Company (AFLAC), 507, 508 Van Stolk, Peter, 136 Wuebker, George, 344 AIG, 316 American Girl dolls, 292 Vella, Matt, 272 Airblade, 572 American Heart Association, Vence, Deborah L., 108 Yang, Dori Jones, 649 Airbus, 302, 362 636, 637 Villas-Boas, J. Miguel, 339 Yee, Chen May, 381 Air Jordan, 29 American Idol, 41, 516, 525, 531 Vine, Stella, 431 Yoon, Carolyn, 108 Air Multiplier, 572 American Legacy Violino, Bob, 203 Yoon-woo, Lee, 322 Air New Zealand, 51 Foundation, 221 Vitharana, Padmal, 344 Yoshida, Tatsuo, 352 Air Transport Association, 413 American Marketing Volande, Stellene, 334 Airtricity, 80 Association, 5, 241, 495 Vranica, Suzanne, 94, 543 Zale, Joseph, 391 AIX Armani Exchange, 320 American Red Cross, 638 Zaltman, Gerald, 106, 203 AKQA, 515 American Society for Wagner, Honus, 533 Zaltman, Lindsay, 106 Akzo Nobel, 199 Quality, 131 Walsh, Peter, 4 Zarantonello, Lia, 358 Alamo Rent-A-Car, 234 Ameriprise Financial, 45 Walton, Sam, 94, 366 Zeithaml, Valarie A., 357, 360, , 51, 130 Amtrak, 232, 375 Wang, Haiyan, 601 372, 374, 376 Ala soap, 600 Amul farmers’ cooperative, 599 Warhol, Andy, 531 Zellner, Wendy, 651 Alcatel-Lucent, 202 Amway, 449, 553 Washkewicz, Donald, 396 Zeng, Ming, 76 Alcoa, 11 Amy’s Kitchen, 139

I4 Index Andersen Consulting, 208, 209 Avon Breast Cancer BIC Sport for Men perfume, 267 Bravo, 44, 225 Android, 31, 618 Crusade, 637 Big Bertha, 278 Bridge Worldwide, 495 Angie’s List, 48 Axe, 248, 260, 564, 565 Big Lots, 401 Brim coffee, 316 Anheuser-Busch, 90, 263, 551 Big Mac, 607 British Airways, 12, 301, 634, Animal Planet, 259 BabyCenter.com, 4 Bijan on Rodeo Drive, 456 635, 650 Anita Santiago Advertising, 224 Bacardi, 551 Billabong, 265 British Telecom, 291 Ann Taylor, 453 Bajaj Auto, 617 Bill Me Later, 412 Brooks & Dunn country music Ansell Healthcare, 573 Balance, 277 Bing, 33, 94, 127, 249, 542 tour, 525 AOL, 13, 93, 547 Bally’s Total Fitness, 156 Bisquick, 261 Brookstone, 455 AP, 528 Bambi, 178 Bissell, 581–82 BSkyB, 42 Apple, 12, 30, 46, 83, 93, 94, BAND-AID, 464 Biz360, 72 BT Cellnet, 291 119, 127, 129, 130, 142, Bang & Olufsen, 37, 333 Bizrate.com, 73, 135 Bud Light, 305, 505 167, 225, 248, 249, 280, BankAmericard, 296 BlackBerry, 45, 441, 592–93, Budweiser, 90, 263 292, 307, 312, 330, 332, Bank of America, 51, 101, 119, 601, 618 Bugaboo stroller, 77 344, 377, 390, 421, 443, 277, 303, 486, 543, BlackBerry 850, 593 Build-A-Bear Workshop, 141 472, 516, 528, 547, 569, 544, 632 BlackBerry Enterprise Bulgari, 334 576, 589, 591–92, 610, Bank of America Mortgage, 49 Server, 593 Burberry, 156, 259, 288 618, 636 Banquet frozen dinners, 394 Black & Decker, 265 Bureau of Industry and Apple Newton User Barbie doll, 455 Blendtec, 550 Security, 604 Group, 253 Barilla, 127 Blockbuster, 47, 139, 415, 433, Bureau of Labor Statistics, 355 Apple stores, 424 Barnes & Noble, 37, 358, 441, 458, 486, 622 , 137, 138, 283, 433, , 277, 306 443, 457, 622 Blogger Weblog, 384 458, 541 ARAMARK, 206 Barnum’s Animal Crackers, 637 Bloomingdale’s, 218, 434, 449, Burlington Northern Santa Fe Architect Series II, 333 Bartle Bogle Hegarty, 616 450, 455, 457 Railway, 200 ArcLight Theater, 276 B.A.S.S. fishing Blue Cross Blue Shield, 130, Burson-Marsteller, 487, 495 Ariat, 306 tournaments, 525 243, 299 Burton, 221, 243, 252–53 Ariba, 402 Bass Pro Shops, 457 Blue Man Group, 58 Burton’s White Collection, 243 Arizona, 305 Bath & Body Works, 218–19 Blue Ribbon Sports, 29 Burt’s Bees, 82 Armani, 320, 334, 386–87 Baxter Healthcare, 331, 403 Blue Sky Studios, 42 Busch Bavarian, 263 Armani Exchange, 334 Bayer aspirin, 328, 595 BMW, 13, 15, 21, 37, 46, 72, Busch Series, 524 Arm & Hammer, 302 Bayerische Motoren Werke 130, 238–39, 254, 263, BusinessWeek, 6, 57, 179, Armstrong World Industries, 568 AG, 238 283, 329, 339, 366, 390, 190, 211, 238, 295, 297, Arnell Group, 348 BBDO, 483, 496 568, 576, 598, 630, 636 424, 618, Arrow Electronics, 432, 463 BB&T Corp., 525 BMW AG, 341 Butterball Turkey, 362 Arthur Andersen, 208 Beanie Babies, 527 Bobbi Brown, 435 Butterball University, 362 ASDA, 300 BearingPoint, 129 The Body Shop, 24, 302, 449, Buy.com, 439 Associated Grocers, 450 Becton, Dickinson and 459, 546, 598, 634 BuzzMetrics, 73 Association of National Company, 628 , 114, 165, 186, 302, 333, BzzAgent, 15, 550–51 Advertisers, 137 Bed Bath & Beyond, 214, 459 362, 527 Association of Southeast Asian Beef ‘O’ Brady’s sports pub, 450 Bold, 337 Cabela’s, 46, 138 Nations (ASEAN), 602 Beiersdorf, 527 Bolsa Mexicana de Valores, 599 Cable & Wireless, 309 Association of Surfing Beijing Automotive, 596 Bon Appetit, 511 Cadbury-Schweppes, 265, Professionals (ASP), 253 Beijing Olympics, 515 Bono cookies, 600 551, 598 Aston Martin, 39, 137 BellaSugar, 547 Boost Mobile, 222 Cadillac, 260, 280, 283, AStore, 443 Bell Laboratories, 84 Boots, 300 485, 596 A. T. Cross, 349 Benetton, 453, 455, 459, 598 Booz Allen Hamilton, 98, 426 Caesars Entertainment, 123 Atlanta MGB riders club, 253 BENGAY aspirin, 245 Booz & Company, 319 Caesars Palace, 123 Atom processor, Intel, 59 Ben & Jerry’s, 24, 527, 621 Borat, 614 CafeMom, 548 Atra, 263, 532 BeoLab 8000 speakers, 333 Borders, 37, 457, 459 CafePress, 329 AT&T, 24, 31, 34, 51, 119, 120, Berkeley, 270 Born to Fit 1969 Premium California Milk Processor Board 192, 277, 287, 343, 406, Berkshire Hathaway, 512 Jeans, 478 (CMPB), 224, 506 487, 592, 638 Berry, Parasuraman, and Bosch, 314 Callaway Golf, 278, 422 AT&T Mobility, 525 Zeithaml, 372 Boston Bruins, 533 Calvin Klein, 334, 438 AT&T Wireless, 127 Bert Claeys, 278 Boston Celtics, 253 Calyx & Corolla, 424 Auchan, 424, 431 Bertolli, 277–78 Boston Consulting Group, Camay, 337 Audi, 168, 265, 342, 525 Best Buy, 24, 37, 71, 83, 112, 599, 601 Camden Place, 595 , 264 197, 299, 331, 340, 349, Boston Market, 271 Campbell Hausfeld, 112 Autobytel.com, 449 417, 424, 432, 433, 455, Bounce Extra Soft, 568 Campbell Soup, 12, 41, 225, Automobile Association, 277 471–72, 577, 592, 630 Bounty, 218, 320, 337 258, 261, 312, 432, 608 AutoNation, 439 Best Value Inn, 219 Bounty Basic, 218, 340 Camry, 260, 352, 607 Aveda, 218, 233, 292, 390 Betavine, Vodafone, 53 Bowflex, 418, 420 Canon, 5, 36, 37, 127, 305, Avis, 127, 234, 305, Better Business Bureau, 405 Bowmar, 312 618, 627 433, 604 Betty Crocker, 250 BP, 253, 303, 528, 634 Capital E, Levi’s, 218 Avon, 217, 420, 430, 449, 490, BIC, 267 The Brand Union, 495 Capital One, 145 553, 557, 636 BIC for Men perfume, 267 Braun, 332 Cardinal Health, 200, 377

Index I5 Care Bear worksheets, 236 Cinderella, 178 ComScore, 542 Dannon, 168, 260–61 Cargill, 639 Circle K, 425, 449 Comtrex, 348 Danone, 568 CarMax, 291, 630 Circuit City, 51, 258, 472, 592 ConAgra Foods, 72, 101, Dan-o-nino, 261 Carnation, 567 Cirque du Soleil, 279, 355 288, 394 Dasani, 277, 306 Carnival Connections, 21 Cisco Connected Sports, 57 ConMed, 465 Dash, 337 Carnival Cruises, 540 Cisco Systems Inc., 47, 57–58, Consol Energy, 185 DATA, 636 Carrefour, 197, 417, 431, 78, 202, 290, 377, 394, 575, Constellation Brands, 227, 340 Davy Crockett, 178 449, 613 576, 605 Consumer & Market Knowledge Dawn, 634 Carrier, 40, 262 Citibank, 214, 316, 366, (CMK), Procter & Daypop, 576 Carson Products, 619 458, 600 Gamble, 98 Dayton Hudson, 436 Carson’s, 434 Citibank AAdvantage credit Consumer Reports, 171 DDM Italia, 309 CarSpace.com, 13 card, 344 ConsumerReview.com, 73 De Beers, 334 Cartier, 334 Citigroup, 149, 277, 297 Container Store, 451, 630 Deep Blue, 323 Case, 125 Citizens Bank, 433 , 224, Deere & Company, 141 Casino, 424 Clairol, 127, 609 406, 477 Delhaize, 453 Casio, 220 Clamato, 90 Continental’s Lite, 301 Del.icio.us, 13, 33 Caster & Pollux, 633 Classic Coke, 242 Contract Freighters, 399 Dell, 14, 18, 53, 124, 136, 167, Caterpillar, 37, 39, 83, 119, Cleanest Line, The, 15 Converse, 30, 137, 220, 506, 636 170, 197, 300, 312, 320, 125–26, 183, 194, 350–51, Cleveland Clinic, 422 CoolSavings.com, 520 323, 332, 346, 398, 429, 375, 398–99, 428, 630 Click-to-Call, 31 Cool Water, 346 432, 468, 539, 547, CavinKare, 611 Clinique, 127, 233, 435 Cooper and Kleinschmidt, 613, 636 CBS, 476, 477 Clorox, 116, 130, 156, 302, 633 569–70 Dell Experience Design C-class, Mercedes-Benz, 218 Clorox Disinfecting Wipes, 318 Cooperative chain store, 609 Group, 332 CDW, 539 Clorox Green Works, 82–83, 395 Coors, 162, 609 Del Monte, 109 Celebrity Big Brother, 506 Clothes Off Our Back Coors Light, 127, 305 Deloitte Consulting, 145 Celeron, 263 Foundation, 524 Corian®, 345 Delphi, 184 Celta, General Motors, 47 Cloud computing, 31 Corn Flakes, 307 Delta Airlines, 231, 524 Celtel, 601 Club Green Kids, 253 Corn Flakes, Kellogg, 261 Department of Defense Network- Cemex of Mexico, 196, 330, Club Med, 37, 213, 543 Corolla, 352 Centric Warfare, 47 331, 599 Club Méditerranée, 213 Corona, 220 Department of Homeland Centers for Disease Control and CMI Marketing, 548 Corporación GEO, 599 Security, 294 Prevention, 638 CNN, 157, 528 Corus Group, 595 Department of Central Contractor Registration Coach, 218, 434, 444, 452 Corvette, Chevy, 283 Transportation, 638 (CCR), 207 Coca-Cola, 233, 242, 257, 258, Costco, 37, 214, 218, 320, 417, Departments of Health, Social, Centrino, 58 278, 293, 312, 333, 406, 444–45, 449, 464, 468, 471, and Human Services, 638 Centrino Duo, 58 409, 416, 433, 438, 449, 553, 630 Desperate Housewives, 516 Century 21, 319 455, 466, 498, 505, 524, Costco.com, 129 Deutsche Post DHL, 39 Chanel, 243, 280, 455 525, 531–32, 544, 596, 598, Coupons.com, 520, 522 Deutsche Securities Ltd., 352 Chang Soda, 513 599, 604, 607, 610, 611, Courtyard by Marriott, 120, 581 Developer Connection, 418 Chapman Kelly, 204, 205 615, 617, 629, 631, 633 Cover Girl Outlast, 137, 585 DeWALT, 265 Charles Schwab, 365 Code Blue Recycling, 421 Covisint, 197 DeWitt Company, 192 Charles Schwab Bank, 365 Cognos, 205 Cox Communications, 130 Diageo, 568 Charmin, 337 Cohn & Wolfe, 495 cereal, 245 Dial-a-Mattress, 417 Charmin Basic, 218, 340 Coke, 72, 74, 306, 307, 603 Craftsman tools, 125 Diamond Safety, 173 Chase Home Mortgage, 49 Colgate, 116, 216, 496 Crayola, 264, 290, 527 Dick’s Sporting Goods, 13, 309 Cheer, 303, 328, 337 Colgate Junior toothpaste, 236 Crest, 174, 216, 269, 303, 327, Diebold RemoteTeller Cheerios, 67, 127, 286 Colgate-Palmolive, 156, 234, 337, 342, 610 System, 47 Cheesybite, 507 236, 587, 598, 599 Crest Neat Squeeze, 119 DieHard, 250 snacks, 113 Columbia Business School, 20 Crest Rejuvenating Effects, 154 Digg, 13 Chef America, 567 Columbia/HCA, 403 Crest Whitestrips, 234, 265, 270 Digicel Group, 309–10, 603 ChemConnect.com, 197 Columbia House, 424 Crisco oil and shortening, DiGiorno, 288 Cherokee, 149 Columbia Records, 363 320, 461 Dillard’s, 434 Chevrolet, 168, 263 Columbia University, 134 Crocs, 74, 546 Dior, 438 Chicago Cubs, 509 Comcast, 210, 363, 547 Crowne Plaza, 341 Diovan, 460 Chicken of the Sea, 141, 142 Comedy Central, 217, 565 CSR, 343–44 Direct Line Insurance, 301 Chick-fil-A, 220 Comet, 320 Culinary Institute of Tuscany, 251 Direct Marketing Association, 537 Chik shampoo, 611 Comfort Inn, 326 Cummins, 184 DIRECTV, 130, 484 The Children’s Place, 433 Commander, Jeep, 516 Curves, 214, 430 Discount Tire, 30–31, 436 Chipotle Mexican Grill, 271, 633 Commerce Bank, 630 Cutler-Hammer, 198 Discover Card, 127 Chips Ahoy!, 631 CommonHealth, 495 CVS, 14, 441, 449, 458 Discovery Channel, 125, 551 Chiquita bananas, 328 Compaq, 167, 323, 346 Discovery Communications, 259 Choice Hotels International, 17 Compass, Jeep, 112 Dacron Polyester, 68 Disney, 15, 37, 43, 44, 46, 47, Christian Dior, 613 Complaints.com, 73 Daewoo Motors, 595 51, 146, 178–79, 253, 257, Chrysler, 112, 160, 197, 485 CompUSA, 452, 472 Daisy Fuentes, 452 265, 285–86, 358, 361, 366, Cincinnati Bell, 377 ComputerLand, 323 Dallas Cowboys, 57 433–34, 436

I6 Index Disney Channel, 44, 178, 179 EBeanstalk.com, 222 Excel, 93 Forest Stewardship Council Disney Consumer Products, 179 Eddie Bauer, 536 Excursion, Ford, 21 (FSC), 464, 639 Disneyland Paris, 609 Edison Electric Light Expedia, 130, 370 Forrester Research, 90 Disney Media Networks, 179 Company, 210 Export-Import Bank of the Fort Howard Paper Co., 569 Disney Parks and Resorts, 179 Edmund’s, 9 , 604 Fortis, 250 Disney Stores, 433 Edward Jones, 366 Extra Strength Tylenol, 340 Fortune, 186, 190, 209, Display Supply & Lighting, 424 E. F. Hutton & Co., 296 ExxonMobil’s On the 297, 412, 413, 445, 511, Dixons, 417 Elaine’s restaurant, 276 Run, 425 591, 593 Dockers, 74 Elance.com, 73 42BELOW, 250 Dockers, Levi’s, 551 Electrolux, 37, 314, 339, 449, FAA, 211 Fossil Group Australia, 70 DOCOMO, 441 490, 609 FabSugar, 547 4sight, Inc., 101 Dodge Caliber, 112 Element, 217 Facebook, 3, 13, 58, 115, 121, Four Points by Sheraton, 262 Dogster, 13, 570 Eli Lilly, 119, 570 146, 186, 248, 270, 520, Four Seasons Hotels, 135, 326, Dolby, 345 Elixir acoustic guitar strings, 569 546, 548, 563–64, 565 364, 366 Dole, 328, 639 Ellen DeGeneres Show, The, 14 FairPoint Communications, 305 Fox Network, 41, 42 Dollar General, 219, 401, Ellen Tracy, 41 Family Dollar, 197, 401, Fox News, 42, 249 423, 449 Elmo TMX dolls, 74 423, 449 Fox Searchlight Pictures, 42 Dollar Tree, 401 ELPH, 5 Fast & Furious, 44 Franklin Mint, 420, 536 Dominick’s, 627 Embraer, 600 FASTPASS, Disney, 361 ® coffee, 301 Domino’s, 4, 127, 136, 168–69, EMC, 377 Febreze, 270, 533 Freakonomics, 551 276, 307, 308, 484 Emerson Electric, 189 Federal Trade Commission, 108, FreeMarkets.com, 402 Donald Duck, 285 Emerson Process 405, 539, 540, 547 Fresh & Easy (gourmet , 137, 506 Management, 205 Federated Department minisupermarkets), 431 Dos Equis beer, 486 EMI, 313 Stores, 450 Fresh Ink, Hallmark, 233 DOS operating system, 93 Emirates, 524 FedEx, 38, 48, 130, 183, 191, Friends, 578 DoubleClick, 31 Emporio Armani, 320, 334, 636 303, 304, 366 Friends of the Earth, 80 Dove, 564, 565 EmSense, 108 Feed America, 500 Frito-Lay, 80, 290, 348, 506 Dove Body Wash, 565 Encyclopaedia Britannica, 40 Fendi, 280, 438 Frito-Lay lemonade, 245 Dove Intensive Firming Energizer, 280 Ferragamo watch, 334 Fruit Blends, 261 Cream, 565 Energy Brands, 293 Fiat, 259 Fruit of the Loom (laundry Dove Lotion, 565 Enterprise Rent-A-Car, 37, 46, Fiberglass, 250 detergent), 245 Dow, 572 129, 145, 234 Fidelity Investments, 130, Fruit on the Bottom, 261 Dow Chemical, 84 Entertainment Weekly, 276 145, 280 Fruit Rings, 307 Downy, 629–30 Envirosell, 458 Fiesta, 552 FSN, 42 Downy Single Rinse, 576 Eon Labs, 460 Fiesta, Ford, 325, 550 FTD, 543 Dreft, 337 Epinions.com, 73, 135 FIFA World Cup, 531 Fuel, 217 Dreyer’s Ice Cream, 529, 567 Equal, 280, 510 Fila, 258 Fuji, 409 Dreyer’s Slow Churned Limited ER, 578 Financial Times, 211 Fujitsu Laboratories, 101 Editions, 529 Era, 337 Finesse, 306 Fulfillment by Amazon Dr. Pepper Snapple Group, Ericsson, 10, 628 Fingerhut, 143, 144 (FBA), 443 130, 489 Esat Telecom Group PLC, 309 Firefox, 94 Fusion, Ford, 325 Dryel, 270 Escape SUV, Ford, 516 Fireman’s Fund, 250 Fusion, Gillette, 532 Duet washer, 218 ESOMAR, 98 First Direct, 301 Fusion Power, 40 Dulux household paint, 227 ESPN (Entertainment and Sports Fisher & Paykel dishwasher, 218 The Futures Company, 495 Dun & Bradstreet, 198, 538 Programming Network), 43, Fisher-Price, 77 Futures Group, 90 Dunkin’ Donuts, 15, 38, 127, 44, 179, 217, 565 Fit, 217 F.W. Woolworth, 384 263, 282, 441–42, 459, ESPN Zone, 43, 292 Fitch, 495 FX, 42 520, 551 Esquire, 458 Flex, Ford, 243 Dunnhumby, 144 Estée Lauder, 233, 384, Flex SUV, Ford, 325 Gain, 303, 328, 337, 519 DuPont, 44, 68, 106, 183, 201, 435, 436, 458, 461, 540, Flickr, 13, 33, 250 Gallo Family Vineyards, 340 345, 553, 632, 642 615, 636 Flirt, 461 Gallup, 82 DuPont Building Innovations, 46 Ethos bottled water, 649 Fluke, 574 Gallup & Robinson Inc., 518 DuPont’s Performance Materials E*TRADE, 13, 320 Fnac, 431 GameStop, 448 group, 85 E*TRADE Financial, 300 Folgers, 282, 316, 400, 513 Gap, 103, 340, 386, 447, 450, DuPont Tyvek, 85 Euro Disney theme park, 609 Folgers coffee, 320 453, 455, 458, 470, Dyson, 77 European Commission, 84 Food and Drug Administration 478, 636 European Union, 84, 145–46, (FDA), 84, 349 Garmin GPS, 254 Eagle Snacks, 316 206, 602 Food Lion, 441 Garnier Fructis, 346 Earthkeepers, 621 Ever Clear, 260 Food Marketing Institute, 437 Gartner Group, 90 EasyJet, 301 Evian, 340, 406 Food Network, 12 Gateway, 170, 207 Eaton, 319 EVilla appliance, Foot Locker, 29–30, 243 , 101, 299, 306, Eats, Shoots and Leaves, 551 Sony, 333 Forbes, 190 552, 629 EBay, 4, 5, 13, 37, 146, 235, Evista, 570 Ford Motor Company, 119, 197, Gawker Media, 547 249, 402, 411–12, 440, 468, Evolution, 565 200, 201, 204, 288, 305, GCI Health, 495 513, 608, 613, 630 Excedrin, 484 325, 433, 525, 552, 636 GE. See General Electric (GE)

Index I7 Geek Squad, 112, 331, 471–72 Google, 30–31, 32, 33, 37, 38, Halston, 334 Hog Tales (magazine), 254 GE Healthcare, 129, 332, 377 47, 50, 94, 120, 125, 127, Hamburger Helper, 67, 159, 394 Hole in the Wall Gang, 634 GEICO, 290, 477, 511–12 129, 130, 248, 257, 292, Hamburger University, 331, Holiday Inn, 341, 450 GE Lighting, 385 302, 306, 422, 542, 574, 450, 451 Holiday Inn Express, 341 GE Money, 605 575, 608, 618, 630, 631 Hamilton Sundstrand, 262 Holiday Inn Select, 341 General Electric (GE), 34, 41, 76, Google Alerts, 31 Hanes, 304 Holland Binkley Company, 200 98, 101, 129, 145, 183, 197, Google Analytics, 30, 31 Hangover, The, 6 Home Depot, 12, 112, 127, 130, 200, 210–11, 257, 261, 290, Google Android, 322 Hannah Montana, 179 131–32, 144, 214, 305, 447, 307, 313, 319, 322, 331, Google Calendar, 31 Happy Meals, 607 448, 452, 525 340, 344, 377, 496, 568, Google Chrome, 31 Harley-Davidson, 37, 141, 221, Honda, 37, 140, 217, 261, 340, 598, 628, 633 Google Code, 31 249, 254, 259, 307, 330, 484, 516, 607, 614, 630 General Electric Design for Six Google Dictionary, 31 440–41, 488, 576, 630 Honest Tea, 12, 633 Sigma (DFSS), 47 Google Docs, 31 Harley-Davidson Owner’s Group Honeywell, 200, 322 General Electric Medical Google Earth, 31 (H.O.G.), 253, 254, 576 Hong Kong and Shanghai Systems, 20 Google Gadgets, 31 HarperCollins, 42 Banking Corporation General Electric Plastics, 136 Google Maps, 31 Harrah’s Entertainment, 123 Limited, 237 General Foods, 113, 610, 642 Google Scholar, 31 Harrods of London, 455 Hong Kong International General Mills, 67, 223, 224, 261, Google Sky, 31 Harry and David, 424 Airport, 477 318, 344, 394, 464, 572, Google Toolbar, 31 Harry Potter (novel), 165 Hoover, 490 587, 627, 631 Google Trends, 31 Hartford, 250 Hormel, 320 General Motors (GM), 15, 168, Google Video, 31, 202, 549 Harvard Business School, 106 Hormel Compleats, 263–64 197, 201, 224, 233, 260, Google Voice, 31 Harvard University, 17, 18, 34, Hotel del Sol, 157 270, 280, 305, 332, 352, Go Red for Women, 637 134, 270, 432, 563 Hotels.com, 439 437, 504 GORE-TEX, 289, 457, 569 Hasbro, 259, 342, 343, Hot Topic, 153–54, 454 General Motors OnStar, GORETEX water-resistant 548, 551 Houlihan’s, 458 46, 377 fibers, 345 Havaianas, 600 House of Hoops, 29–30 General Services Administration GQ, 565 , 516 Howard Johnson, 433 Procurement Data Center, Grace Performance Haworth and Atlas Copco, 432 HP. See Hewlett-Packard (HP) 206, 207 Chemicals, 72 Head & Shoulders, 533 H&R Block, 359 Gerber, 39, 316, 567 Grainger, 196, 200, 432, Head & Shoulders Intensive HSBC, 237–38, 301, 607 GfK Roper Consulting, 82 463–64 Treatment, 504 HSN, 449 Ghg, 495 Grameenphone, 599 , 288 H2OH!, 302 GI Joe, 342 Gran Turismo, 341 HEB, 432 Hudson Institute, 90 Gillette, 46, 98, 243, 263, 269, Grassroots, 461 Heineken, 551, 552, 600, Huggies Supreme Natural 302, 332, 384, 400, 409, Great Harvest Bread, 450 607, 615 Fit, 97 432, 455, 532–33, 557, Green and Wind, 581 Heinz, 15, 206, 258, 261, Hulu.com, 41, 42, 44 568, 636 Green Mountain Coffee 301, 327, 506 Hurley, 220 Gilt.com, 451 Roasters, 632 Helene Curtis, 306, 611 Hush Puppies, 546 Giorgio Armani, 320, 334 Green Mountain Energy, 46 Hendrix UTD, 200 Hyatt, 191, 225, 604 Giorgio Armani Privé, 320, 334 Greenopolis, 421 Hennessy, 295 Hyatt Regency, 290 Givenchy, 448 Greenpeace, 631, 632 Henry Schien, 539 Hydro Quebec, 573 Give the Gift of Sight, 636 Green Works, 633 Herbal Essences, 280 Hyperion, 44 Glacéau, 293 Grey, 495 Herman Miller, 101 Hyundai, 130, 131, 524, 596 GlaxoSmithKline, 72, 460, 547 , 127, 218, 390, 551 Hermès, 280, 334, 612 Gleem, 337 Greyhound, 232 Hershey, 290, 527, 568 Iams Company, 269, 290 Gleevec, 460 Grey’s Anatomy, 516 Hershey Kisses, 260 IBM, 46, 58, 93, 98, 101, 146, The Global Fund, 636 Grocery Manufacturers of Hertz, 191, 234, 385, 422, 433 170, 183, 191, 192, 197, Glory, 581–82 America, 437 Hess Corporation, 40 200, 205, 209, 253, 257, GM. See General Motors (GM) Grolsch beer, 636 Hewlett-Packard (HP), 17, 36, 302, 313, 322–23, 331, 344, GMMB, 3 Groupe Danone, 598 45, 58, 83, 167, 183, 186, 346, 377, 384, 428, 487, GO Corporation, 286, 287 Grupo Elektra, 599 192, 196, 197, 204, 243, 493, 496, 543, 557, 608, Godiva chocolate, 330 Grupo Salinas, 599 261, 287, 312, 331, 332, 622, 627, 628, 639 Go International, 499 GT Bicycles, 438 339, 343, 384, 398, 416, IC, 184 Gol, 599 G2, 264, 495 428, 574, 627 I Can’t Believe It’s Not Goldfinger, 533 Gucci, 156, 243, 334, 425, HEXAL, 460 Butter, 485 Goldman Sachs, 639 595, 611 Highland Park Hospital, 200 ICE theaters, 236 Gold Medal flour, 261 Gymboree, 454 Hill & Knowlton, 495 ICI, 227 Goodby, Silverstein & Hills Brothers, 567 ICI Explosives, 200 Partners, 506 Häagen-Dazs, 340, 370, 615 Hilton Doubletree Hotels, 359 Idea Center at Kodak Good Housekeeping, Haier, 18, 314, 601, 615 Hilton Hotels, 98, 130, 370 Gallery, 547 583–84 Hallmark, 224, 233, 244, 312, History Channel, 125 IDEO, 119–20, 219, 332, Good Morning America, 528 364, 527, 610, 636 Hitachi, 125, 344 569, 630 Good Skin, 461 Hallmark Business H. J. Heinz Company, 130, 506, IEG Sponsorship Report, 524 Goodyear, 184, 207, 253, 399, Expressions, 233 631, 632 IGN Entertainment, 42 436, 610 Hallmark Warm Wishes, 233 H&M, 386, 431, 447, 470, 633 IHS Global Insight, 90

I8 Index IKEA, 5, 35, 37, 83, 179–80, Jack Daniels, 616–17 Kenworth, 399, 580 LeapFrog, 527 219, 248, 320, 400, 431, Jack in the Box, 103 Ketchum, 528, 529 Lear Corporation, 204 453, 528, 600, 611–12, Jaguar, 239, 330, 385 Kevlar®, 345 Leclerc, 424 630, 639 Jamba Juice, 42, 358 KeyBank, 369 Lee Jeans, 636 Illinois Tool Works (ITW), 308 Jamestown Container KFC Corporation, 344, Legend, 18 IMac, 591 Companies, 326–27 604–5, 635 L’eggs, 224 InBev, 600 Janie and Jack, 454 Kia, 128, 524, 596 LEGO, 37, 151, 248, 551, 576 Inc., 191, 275 Java software, 306 Kid Connection, 629 Lehman Brothers, 296 Independent Grocers Alliance JCPenney, 156, 449, 451, Kiehl’s skin care, 218 Leica Surveying and (IGA), 450 454, 459 Kimberly-Clark, 97, 264, Engineering, 111 Independent News & Media, 306 J.Crew, 127, 241 478, 487 Lenovo Group, 18, 323, 601 Infiniti, 614 J.D. Power and Associates, 100, Kinder Surprise, 578 LensCrafters, 636 Information Resources 126, 129, 130, 131, 171, Kindle, 443 Le Parisien, 565 Inc., 72 329, 596 Kinepolis megaplex, 278 Levi’s, 157, 225, 265, 329 Infosys, 78, 600 Jeep, 112, 261, 516 Kirkland Signature, 444 Levi Strauss, 218, 576 InfoUSA, 198 Jeffrey Boutiques, 148 KitKat, 631, 632 LexisNexis, 34 ING, 301 Jell-O, 250 Kitty Litter, 250 Lexus, 130, 131, 145, 340, 352, ING Direct, 301 Jenny Craig, 485, 567 Kiwi shoe polish, 346, 347 422, 516, 596 Innocent, 248 JetBlue Airways, 191, 300, 316, Kleenex, 97, 250, 264 LG Electronics, 22, 248, 314, INSEAD, 278 363, 630 KLM’s Buzz, 301 488, 489, 616 Inside Edge Ski and Jewel food stores, 409 Kmart, 44, 301, 425, 447, 449, Lidl, 449, 461 Bike, 449 Jewel-Osco, 449 452, 456, 499 Lifetime, 217 Institute for Supply Jianlibao, 599 Kodak, 36, 193, 207, 287, 340, The Limited, 449, 453 Management, 185 Jif, 320, 461 409, 421, 432, 547, 569, Limited Brands, 217, 454 Institute for the Future, 90 Jiffy Lube, 450 576, 622 Lincoln Electric, 200 Intel, 58–59, 101, 170, 183, 257, Jigsaw, 198 Kodak Funtime Film, 340 Linens n’ Things, 316 263, 304, 305, 323, 341, Jimlar, 434 Kohler, 332, 527 LinkedIn, 121, 198, 548 346, 409, 416, 576, 622 Jimmy Choo, 448 Kohl’s, 130, 219, 452, 457, Linksys, 57 Intel Core i7, 59 Joe Boxer, 452 459, 461 Linux, 384 Interactive Media, 179 John Deere, 39, 107, 125, 141, Komatsu, 125, 126, 351 Lipitor, 243 Interbrand, 211, 238, 295, 340, 364, 375, 487, 488, Komatsu Heavy Equipment, 576 , 342 297, 618 599–600 Konica e-mini M, 288 Listerine, 585 Intercontinental Hotels Group, Johnson Controls, 377 Kotex, 97 Liverpool Street Station, 506 109, 127, 341 Johnson & Johnson, 4, 43–44, KPMG, 72 LIVESTRONG, 29 International, 184 222, 290, 316, 464, 543, Kraft, 12, 110, 145, 225, 290, Liz Claiborne, 41, 250 International Advertising 549, 551, 570–71, 572, 630, 461, 464, 506, 522, 523, L.L.Bean, 449, 536, 537, 630 Festival, 565 631, 639, 642, 643 572, 598, 609, 615, 631 Loan Bright, 49–50 International Business Machines John Wanamaker, 384 Krispy Kreme, 546 Loblaw’s Decadent Chocolate Corporation (IBM). See IBM Joie de Vivre, 157, 158 Kroger, 72, 144, 449, 464 Chip Cookie, 460 International Consumer Jones, 15 KTTV Los Angeles, 42 Loblaw’s Supermarkets, Electronics Show, 523 Jones Apparel, 130 K2R, 581–82 451, 460 International Flavors & Jones Soda, 15, 136, 254 Kuerig, 632 Local Motors, Wareham, Fragrances, 576 Jordan’s Furniture, 291, 630 Kuhn Loeb Inc., 296 Massachusetts, 109 International Olympic Journeys, Hallmark, 233 Kurt Salmon Associates, 387 Local Static, 154 Committee, 29 Jour perfume, 267 Logo, 225 Internet Explorer Web browser, Juicy Couture, 41, 250 Lambie-Nairn, 495 London Business School, 31, 93, 94 Jumpcut, 33 Lance Armstrong Foundation, 115, 461 Intuit, 120–21, 129, 145, 479, Justice Department, 121 29, 635–36 Lone Star, 259 546, 547 Justin Boots, 306 Landor Associates, 186, 495 Lord of the Rings, The, 614 Iowa State University, 95 JWT, 495 Land Rover, 248 Lord & Taylor, 434, 459 IPad, 589, 591 Lands’ End, 136, 329, 406, 449, L’Oréal, 619 IPhone, 30, 127, 390, 441, 544, Kansas City Royals, 57 466, 536 The Lost Ring, 515 550, 591, 618 Kantar Group, 99 Lane Bryant, 455 Louis Vuitton, 243, 244, 280, IPod, 30, 46, 336, 377, 472, Kaplan Thaler, 507 Last Minute, 51 295, 334, 438, 471, 568, 591, 636 Kate Spade, 41 Las Vegas Convention & Visitors 595, 613 IRI, 99 Kayak, 370 Authority, 6, 7 Love Bug, The, 178 Iron Man 2, 525 KB Toys, 53 Laundry, 41 Lowe’s, 112, 132, 197, 214, Islands (magazine), 157 KC Masterpiece barbecue Lauren Conrad, 452 305, 448 ISnack 2.0, 507 sauce, 345 Lavoris, 585 Lowestfare, 51 IStockphoto, 575 K-Cups, 632 Lawry’s Seasoned Salt, 224 LSI Logic Corporation, 576 ITouch, 30 Keebler, 250 Lay’s, 345, 615 Lucent, 186 ITunes, 235, 443 Kelkoo, 33 La-Z-Boy, 288 Lucky Brand Jeans, 41 ITunes Music Store, 591 Kellogg, 261, 290, 610 Lean, Mean, Fat-Reducing Lufthansa, 51, 119 Ivory Snow, 337 Kendall-Jackson, 218, 580 Grilling Machine, 485 Lululemon, 241 Ivory soap, 269 Kentucky Fried Chicken, 224 Lean Cuisine, 250 Lumber Liquidators, 448

Index I9 Luna bars for women, 277 MD Moms, 552 M&M World, 524 Navistar, 184 Lunchables, 345 Me2U, 601 Moeller, 192 NBA, 443, 484, 565 Luvs, 270, 303, 337, 400 Medco, 44 Moen ProjectNet, 47 NBC, 44, 476, 514, 578 Luxottica, 636, 637 Mederma, 290 Moët et Chandon, 295 NBC Universal, 44, 210 LVMH Moët Hennessy Louis Mediabrand, 90 Molson Coors Brewing, 130 NCAA, 543, 565 Vuitton, 295, 612 MediaCom, 495 Mondavi Reserve, 340 NEC, 39, 167, 336 Lycra®, 345 Mediaedge:cia, 495 Monsanto, 609 NEC Display Solutions, 22, 24 Mediamark Research & Monster.com, 356, 540, 603 Neiman Marcus, 451, 452, 637 M.A.C., 233 Intelligence, 82 Montblanc, 330 NESCAFÉ, 282, 283 Macaroni Grill, 74 Medicine Shoppe, 130 Montgomery Ward, 452 Nestlé, 76, 409, 464, 567, 598, Mach3, Gillette, 46, 263, Medline, 194, 200 Mop & Glo, 250 599, 628, 631, 632 400, 532 Meetup, 3 Morgan Stanley, 601 Nestlé Brazil, 600 Macromedia, 384 Meijer, 449, 464 Motel 6, 326, 509–10 Nestlé Crunch, 106 Macy’s, 144, 165, 434, 450, Men’s Health, 74, 217 Moterus, 13 Nestlé SA, 316 455, 459 Mercedes-Benz, 10, 67, 130, Mothers Against Drunk Drivers Net1, 601 Maggi dried noodles, 76 218, 239, 241, 327, 329, (MADD), 79 Net-a-Porter, 448 Maharaja Mac, 607 340, 427, 540 Motorola, 106, 200, 250, 344, NetApp, 186–87 Mahindra Motors, 595 Merck, 43–44, 243, 632 477, 555, 595, 600, 618, Netflix, 48, 235, 364, 415, 424 Mahogany, Hallmark, 224, 233 Merial Limited, 44 628, 636 NetJets, 278, 370 MailMate, 514 Merisant, 510 Motrin, 549 Netscape, 93, 312 Major League Baseball, Merrill Lynch, 301, 316, Mott’s, 328 NeuroFocus, 108 533, 636 359, 553 , 221, 251, 260, New Balance, 630 Maker’s Mark, 15 Method Products, 275 280, 551 New Coke, 242, 532 Makino, 205 Metro, 613 Movado, 434 New England Patriots, 533 Mango, 447 Metro International, 39 Mozilla Firefox, 293–94 Newman’s Own, 634 Marchon, 434 Mexx, 41 Mr. Clean, 270 News Corp., 41–42 Marc Jacobs, 448 Miami Dolphins, 57 Mr. Clean Magic Eraser, 574 Newsweek, 412, 516 Marine Stewardship Michelin, 250, 336 Mrs. Dash, 551 Newton, 312 Council, 639 Michigan Economic MSN, 31 New York Post, 42 Marketing News, 112 Development Corporation MSNBC.com, 130 New York Stock Marks & Spencer, 443, (MEDC), 69 MTN, 601 Exchange, 599 452, 459 Mickey Mouse, 178, 285 MTV, 157, 221, 225, 243, New York Times, 238, 288 Marlboro, 290 Microsoft, 31, 33, 46, 50, 58, 76, 565, 596 New York Yankees, 57, 73 Marquis Jets, 370 78, 93–94, 121, 129, 146, Museum of Contemporary New Zealand Yellow Pages Marriott, 119, 120, 366, 370, 192, 232–33, 249, 257, 289, Art, 500 Group, 537, 538 389, 604 299, 302, 303, 304, 306, Museum of Modern Art, Nextel, 369 Mars, 98, 144 323, 341, 384, 422, 428, 333, 500 Nextel Cup, 524 Martha Stewart Living, 157 598, 622, 631 Mustang, Ford, 615 NFL, 533 The Martin Agency, 512 Microsoft Office, 93, 94, 289 My Little Pony, 342, 343 Nickelodeon, 236 Mary Kay Cosmetics, 38, 114, Microsoft Windows Mobile, 322 MySimon.com, 384 Nielsen Claritas, 72, 215 127, 449, 553 Midas Muffler, 378 MySpace, 41, 42, 137, 384, 541, Nielsen Company, 99 Mary Poppins, 178 Migros, 609 546, 548, 563 Nielsen Media Research, 90 MasterCard, 248–49, 296, 297 Miller Brewing, 253 MySpace Video, 549 Nielsen Online, 542 Matrix, 485 Miller Lite, 281, 305, 505 Nike, 29–30, 37, 83, 119, 127, Matsushita, 57, 313, 598 Milliken & Company, 143, 576 Nabisco, 145, 176, 345 214, 241, 248, 250, 280, Max Factor, 269 Millward Brown International, Nano, 248 285, 286, 416, 425, 484, Maxim, 217, 565 264, 495, 519 Narayana Hrudayalaya 486, 514, 518, 568, 590, Maxim’s, 650 Mindshare, 495 Hospital, 76 596, 635–36, 639 Maxus, 495 MINI Cooper, 21, 292, 341 Narus and Anderson, 463 Nike+ (Plus), 30 Maybelline, 286 Minnesota Twins, 499 NASCAR, 531, 533 Nike Air Force 1, 341–42 Mayo Clinic, 119, 380–81 Minolta, 576 NASCAR Busch Series, 525 Nike Golf, 29 Maytag, 330 Mint.com, 121, 479 Nathan’s, 459 Nikon, 287 MBNA, 297 Mintel, 219 National Amateur Dodgeball Nintendo, 5, 46, 567 McDonald’s, 10, 15, 24, 37, 51, MinuteClinic, 370 Association, 220 Nippon Steel, 627 137, 154, 222, 242, 257, Minute Maid, 306 National Cash Register Nissan, 614, 617 271–72, 282, 283, 285, 292, Mission Pie, 548 Company, 609 Nissan’s Infiniti, 340 299, 320, 331, 361, 366, Mist Stick, 609 National Dairy Board, 506 NIVEA, 258, 280, 527 415, 427, 430, 433, 450, MIT, 112, 270 National Fluid Milk Processor Nokia, 10, 37, 51, 107, 130, 257, 451, 458, 459, 484, 515, Mitsui & Co. Ltd, 194 Education Program, 506 332, 576, 595, 599, 609, 516, 520, 527, 541, 604, Mitsukoshi, 448 National Heart, Lung, and Blood 614, 615, 618, 628, 633 605, 607, 611, 615, 636 Mittal, 600 Institute, 638 Nokia Music Store, 618 McGraw-Hill, 185 Mizuho Investors Securities, 35 Nature Company, 227 No Name line, 460 McKesson Corporation, 143 ML Direct, 301 Nature Valley, 261 Nordstrom, 37, 78, 130, 136, McKinsey & Company, 53, 209 M&M, 15 Nautilus Group, 418 147–48, 218, 243, 263, 401, McNeil Nutritionals, 510 MMode mobile phones, 120 Navigator, 93 434, 441, 452, 637

I10 Index Nordstrom Rack, 148 Organization for Economic Peterbilt, 399 Pringles, 137, 173, 270, 342, North American Industry Cooperation & Peter Pan, 178 484–85 Classification System Development (OECD), 600 Petronas of Malaysia, 599 Prius, 5, 352, 623 (NAICS), 88–89 Original Recipe fried Pets.com, 570 Private Label Manufacturers’ Northern Commercial Company, chicken, 604 Petsmart.com, 277 Association, 459 147–48 Origins, 233 Pfizer, 84, 194, 290, 402 Procter & Gamble (P&G), 34, 37, Northwest Airlines, 131 Orville Redenbacher popcorn, P&G. See Procter & Gamble 46, 47, 83, 116, 119, 120, Northwestern Mutual 72, 101 (P&G) 137, 156, 163, 164, 218, Life, 290 Osborne, 312 PG&E, 633 223, 234, 260, 269–70, 292, Northwestern University, Otis Elevator, 262, 377, 596 Phaeton, 234 303, 315, 319, 320, 328, 46, 336 Otis Remote Elevator Philip Morris Company, 130, 336, 342, 400, 432, 436, Norwich Eaton Monitoring, 47 304, 632–33 440, 461, 464, 504, 516, Pharmaceuticals, 269 O2, 139, 291 Philips, 51, 390, 416–17, 533, 550, 555, 557, 569, Novartis, 143, 460 Out, 191 479–80, 608, 610 574–75, 576, 585, 599, 610, Noxell, 269 Outback, Subaru, 342 Philips Carousel, 480 626, 628, 629, 631, 634 Noxzema, 269 Oxford University, 292 Phineas Cole, 260 (PRODUCT) RED™, 233, NTN Entertainment Network, 312 Oxygen, 217 Phoenix, 157 636, 649 NTT (Nippon Telephone and Pier 1 Imports, 180 Proenza Schouler, 452 Telegraph), 441 Pabst Blue Ribbon, 259, 260 Pierre Cardin, 334 Profile, GE, 319, 340, 524 Nucor, 11 Pabst Brewing Company, Pierre hotel, 595 Progressive Insurance, 37, Nuit perfume, 267 259–60 Pinocchio, 178 289–90, 630 Nuprin, 316 PACCAR Inc., 399 Pioneer Hi-Bred Seeds, 145 Progresso, 67, 261 PAETEC, 137–38 Pixi, 499 Progresso Light, 263 Oakley, 221, 243 Palm, 546 Hut, 236, 344, 368, 450 Promotional Marketing Ocean Spray, 475 Palm V PDA, 119 , 435 Association, 522 Odwalla, 621 Pampers, 216, 269, 303, 337, PlanetFeedback.com, 73, 362 Pro Plan, 340 Office Depot, 24, 124, 197, 302 342, 400, 440, 551 Plastics.com, 196 Pro Staff Classic tennis OfficeMax, 4 Pampers Rash Guard, 270 Playboy, 21, 565 shoes, 253 Ogilvy, 496 Panasonic, 70 Playskool, 548 Pro Strength, 260 OgilvyAction, 495 Panasonic Toughbook, 250 Playskool Preschool Prudential, 336, 557 Ogilvy Healthworld, 495 Panda Express, 365 Playgroup, 548 Prudential Financial, 130, 250 Ogilvy & Mather, 296, 493, 495 Panera Bread, 448 PlayStation 2, 576 PRWeek, 529 OgilvyOne, 495 Pangea Organics, 387 Plexco International AG, 201 Publix, 130, 464 Ogilvy Public Relations Pantene, 137, 269, 270 PNC bank, 219 Puffs, 337 Worldwide, 495 Papa John’s, 543 Poise, 487 Pulte Homes, 129 Oil of Olay, 269, 337, 440 Paramount Pictures, 40, 47 Pokémon, 74 Purina Dog Chow, 340 Olay Definity, 504 Paranormal Activity (movie), 171 Polaroid, 258 Purina Dog Food, 340 Olay Professional Pro-X’s Parker Brothers, 312 Pollo Campero, 595–96 Purina ONE, 340 Intensive Wrinkle Protocol, Parker Hannifin, 396–97 Polo Ralph Lauren, 636 320 The Partners, 495 POM Wonderful, 241 Q5, 525 Old El Paso, 261 Passion of the Christ, The, 546 PopSugar, 547 Q7, 525 Old Milwaukee, 259 Patagonia, 15, 24, 434, 621, Pop-Tarts, Kellogg, 610 Quaker Chemical, 199 Old Navy, 319, 340 629, 630 Population Communication Quaker Nutrition for Oldsmobile, 258 Patrón, 334 Services, 638 Women, 154 Old Spice, 260, 270, 503, Paul Mitchell, 220, 334 Porsche, 50, 234, 516, 596 Quaker Oats, 145, 256, 306, 609 524, 533 Paul Stuart, 260 Porsche 911, 330 Quattro, 265 Old Spice High Endurance, 260 Payless Shoes, 459 Porsche Rennlist (online discus- QuickBooks, 120, 121, 547 Olive Garden, 251 PayPal, 411 sion group), 253 QuickBooks Live Community, Olympics, 531 PCWorld, 593 Pottery Barn, 450 546, 547 Olympus, 287 Ped Egg foot files, 264 Powerade, 438 Quick Care, 370 1-800-FLOWERS, 449 Pegasus Sports International, PowerBar, 277 Quicken, 120, 121 1SYNC, 197 60–64 Power Pro Dustbuster Plus, 340 Quilts for Kids, 629 One for One program, 637 Pentium, 58 PPG industries, 184 QVC, 449 OneSight, 636 PepsiCo, 39, 101, 119, 225, Prada, 119, 156, 280, 334, 595 Qwest, 144 One Stop, 149 277, 302, 305, 306, 307, Pratt & Whitney, 34–35, 262 OnStar, 504 348, 404, 464, 498, 535, Praxair, 567 Radio Mercury Awards, 510 OPEN: The Small Business 598, 611 Premium hams, 261 Rainier, 259 Network, 296 -Cola, 242 President’s Choice, 460 Raisin Bran, Kellogg, 261 Oracle, 183, 331, 341, 384, 418, Pepto-Bismol, 269 Pria, 277 Ralcorp Holdings, 307 435, 559 Perdue, 276, 328, 609 Price Chopper, 98 Raleigh Bicycles, 539 Oral-B, 173, 270 Perrier, 316 PriceCostco, 438 Ralph Lauren, 334, 619 Orbitz, 17 Persil, 342 PriceGrabber.com, 135 Ralston Purina, 145, 567 Oreo, 523, 631 Pert Plus, 270 Priceline.com, 384, 486, 487 Ramada Inn, 433, 604 Oreo Double Stuf Racing PETCO, 138, 216, 452, 459, 633 PriceSCAN.com, 384 RateItAll.com, 73 League, 522, 523 Petco.com, 277 PricewaterhouseCoopers, 323 RAZR, Motorola, 250

Index I11 RCA, 322 Rubbermaid, 125 Shaun White Snowboarding Sonic restaurants, 544 Reach in Motion (RIM), 601 Ruelala, 386 (video game), 243 Sony, 12, 35, 36, 37, 38, 46, Real , 552 Ryanair, 300, 301, 385 ShelfVision TV, 519 57, 241, 261, 287, 302, Reckitt Benckiser, 45, 163 Ryder System, 203 Shell Oil, 187, 427, 595 313, 321, 322, 340, 390, Redbox, 47, 415 Sheraton, 78, 262, 370 468, 524, 568, 576, 614, Red Bull, 220, 243, 498–99, Saatchi & Saatchi, 291 Sherwin-Williams, 154, 432 618, 631 546, 603 SABMiller, 601, 628 ShockHound.com, 154 Sony Ericsson, 551 Red Bull Energy Drink, 498 Safari, 94 Shoebox Greetings, Sony Style, 457 Red Envelope, 421 Safeguard, 337 Hallmark, 233 Sony Vaio, 264 RediClinic, 370 Safeway, 72, 197, 449, 468, Shop.com, 138 South Africa Airways, 51 Redken, 619 553, 636 Shopping.com, 135, 412 Southern Jewelz, 546 Red Robin, 319 Safexpress, 165 Showtime, 225 , 35, 37, 130, Red Zone, 260 Sainsbury, 148, 300, 318, 459 Shulton’s Old Spice, 269 165, 220, 300, 320, 400, REI, 214, 309, 417, 457, 630 Saks Fifth Avenue, 387, 424, Siemens, 183 412–13, 543, 630 R8 Spyder, 525 434, 451, 455, 636 Siemens Electrical Apparatus Southwestern Company of Reliance, 600 Salesforce.com, 370, 576 Division, 231 Nashville (Bibles), 449 Renault, 617 Salon Selective shampoos, 316 Siemens Medical Solutions Sovereign Bank, 72, 225 Renault Logan, 617 Sam’s Club, 468, 629 USA, 6–7 Spam, 320 Research in Motion, 45, Samsonite, 539 Sienna, 615 Spanish Stock Market 592–93 Samsung, 12, 37, 46, 50, 127, Sierra Club, 80, 633 Latibex, 599 Reserve Brands, 316 314, 321–22, 332, Signature by Levi Strauss Special K, 486 Restoration Hardware, 451 568, 618 & Co., 218 Spector Freight, 557 Revlon, 7, 436, 490, 585, 636 SanDisk, 241 Sigrid Olsen, 41 Sperry, 313 Reynolds, 304, 312 Sandoz, 460 Sikorsky, 262 Spike TV, 217, 565 Rhône-Poulenc S.A., 44 Sanofi-Aventis S.A., 44, 460 Silk, 551 Splenda, 280, 510 Rice Krispies, Kellogg, 261 SAP, 280, 377, 418 Silly Bandz, 527 Sporting Goods Manufacturers Richardson-Vicks, 269 Sara Lee Corporation, 224, Sinceramente Hallmark, 233 Association, 62 Rio Tinto, 194, 195 304, 557 Singapore Airlines, 51, 243, Sports Illustrated, 516 Ritchie Bros. Auctioneers, SAS, 189–90, 555 290, 361 Sprint, 277, 369 196–97 SAS Snowflake, 301 Sirna Therapeutics, 44 Sprint Nextel, 369 Ritz, 327 Saudi Basic Industries SkateTours, 60 Sprite, 484 The Ritz-Carlton, 379–80 Corporation (SABIC), 11 Skoda, 342, 606 S&S Cycle, 307 Ritz-Carlton Boston, 379 Savers, 173 SKY360, 524 Stag umbrellas, 399 Ritz-Carlton hotels, 37, 326, 595 Schematic, 495 Sky Italia, 42 Stainmaster®, 345 Road Runner Sports, 332, 405 Schering-Plough, 44 , 277 Stanford University, 30, 33, 57, Robert Mondavi Winery, 340 Schick, 409 Skype Internet, 384, 411–12 82, 120 Roberto Cavalli , 334 Schlitz, 259 SkySport TV, 552 Staples, 138, 302, 449, 452, Rockwell, 207 Schneider National, 369–70 Sleep Number beds, 289 454, 458, 514, 539 Rockwell Automation, 199 Scion, 352, 401 Small Business Administration’s Star Alliance, 51 Rohm & Haas, 574 S.C. Johnson, 610 Office of Advocacy, 191 , 37, 47, 214, 272, ROKR, Motorola, 250 Scope, 585 Smarter Planet, 493 282, 283, 287, 292, 301, Rolex, 307 Scotchgard fabrics, 345 SMARTFOOD, 293 340, 366, 390, 458, 459, Rolling Stone, 157, 565 Scotch Tape, 250 Smart Grid, GE, 483 520, 525, 546, 607, 629, Rolling Stones, 6, 244 Scott Paper, 569 SMART network, 515 630, 636, 648–49 Rolls-Royce PLC, 330 Scout Labs, 73 , 310 Starbucks coffee, 218 Ronald McDonald Care Sears, 44, 146, 197, 218, 224, Smith & Hawken, 634 Starbucks Foundation, 649 Mobile, 271 323, 341, 364, 378, 409, Smucker’s premium Starbucks VIA Ready Brew Ronald McDonald Family 425, 436, 441, 452, 604 ketchup, 245 coffee, 219 Room, 271 Seat, 342 SnackWell, 250 Starch, 518 Ronald McDonald Houses, Secret Flawless, 568 Snap Fitness, 156 Star Wars (movie), 113–14 271, 636 Segway Human Transporter, 313 Snapple, 305, 629 Starwood Hotels & Resorts Roper Starch Worldwide, 487 Seinfeld, 578 Snausage Breakfast Worldwide, 78, 262–63, 370 Ross Stores, 455 Select Comfort, 289 Bites, 109 State Farm, 164, 223, 485, 486 Royal Ahold’s Albert Heijn, 395 Sempra Energy, 130 Snickers, 496, 513, 514 Steelcase, 101 Royal Bank of Canada, 20 Sensor, 263, 532 Snowshoe Mountain ski resort, Stella McCartney, 448 Royal Bank of Scotland, Sensor Excel, 400 21–22 Stihl, 425 149, 301 Servus Credit Union, 115–16 Snow White and the Seven St. Jude Medical, 39 Royal Caribbean, 144 Sesame Street, 510 Dwarfs (film), 178 St. Louis Cardinals, 506 Royal Dutch/Shell Group, 7-Eleven, 425, 441, 449, SoBe, 305, 553 Stonyfield Farms, 12, 24, 82, 39, 45 450, 553 Société Bic, 267 525, 621, 630, 631 Royal Mail Group plc, 402 7-Up, 516 Sodexho Marriott, 216 Stop & Shop, 465 Royal Philips Electronics of the 764 High Speed Dozer, 487 SoftSheen-Carson, 619 Stouffer’s, 264, 567 Netherlands, 289, 339, Seventh Generation, 82, 621 Soft Sheen Products, 619 Strattera, 570 416–17 Sharper Image, 227 Soft White, GE, 174 StriVectin, 254 RTC Relationship Marketing, 495 Shaun White 4 Target, 243 Sonic Corp., 544 Stroh’s, 259

I12 Index StubHub, 73, 74, 412 TerraCycle, 11–12 Toshiba, 22, 46, 167, 595 United’s Shuttle, 301 Suave, 306 Tesco, 6, 37, 144, 148–49, 300, Touchstone Pictures, U.S. Army, 216 Subaru, 479 417, 430, 431, 452, 459, 178, 265 U.S. Census Bureau, 72, 88, Sub Pop Records, 51 613, 634 Touchstone Television, 178 183, 224, 366 , 165, 283, 430, 450 Tesco Bank, 149 Tour de France, 29 U.S. Customs and Border Sub-Zero, 218, 314, 334, 335 Tesco Broadband, 149 Tower Records, 81 Protection, 612 Sudler & Hennessey, 495 Tesco Express, 149 Toyota, 5, 37, 83, 224, 244, 257, U.S. Department of Sun, The (UK), 42 Tesco Extra, 149 260, 291, 302, 352–53, 401, Commerce, 612 , Frito-Lay, 348 Tesco Home Phone, 149 422, 423, 485, 516, 524, U.S. Department of Commerce’s Sunday Night Football, 516 Tesco Homeplus, 149 528, 576, 596, 607, 614, International Trade Sunkist, 348 Tesco Metro, 149 615, 623, 630 Administration, 604 Sun Microsystems, 183, 306 Tesco Mobile, 149 Toyota Production System, 47 U.S. Environmental Protection Sunny Delight, 461 Tesco Superstores, 149 Toys “R” Us, 452 Agency, 638 Sun Ovens International, 81 Test Drive Unlimited, 516 Trac II, 263, 532 U.S. Fish and Wildlife Sunsilk, 112 Tetley Tea, 595 Trader Joe’s, 214, 456, 630 Service, 634 Suntory, 603 Teva, 460 Trading Process Network U.S. Marine Corps, 292 Super Bowl, 503, 506, 516, Texas Instruments (TI), (TPN), 197 U.S. Open of Surfing, 220 531, 535 50, 389 Transformers, 342 U.S. Post Office, 48, 90, 366 Supercuts, 450 Thermo Scientific, 539 Transport Canada, 227 U.S. Small Business SUPERVALU, 197 ThinkPad, 323 Travelers Cheque, 296 Administration, 604 Supply Chain Solutions, 46 Thomas Cook, 209 Travelocity, 17, 51, 370, 543 U.S. Time Company, 424 Surfer, 253 Thompson Water Seal, 484 TreeHugger, 547, 548 United Technologies, 261–62 Surfing, 253 Thomson Reuters, 192 Tree of Life, Hallmark, 233 United Way, 638 Survey Research Center, Thorn-EMI, 650 Tremor, 550 United Way of Massachusetts University of Michigan, 91 3Com, 612 TrèsSugar, 547 Bay and Merrimack Susan G. Komen Race for the 3M Company, 115, 131, 243, Trinitron TV, 614 Valley, 543 Cure, Hallmark, 233 305, 326, 572, 574, TripAdvisor, 13 Universal Pictures, 44 Sweet’N Low, 280, 510 631, 643 Trivial Pursuit, 312 Universal Studios, 44, 540 Swiffer Sweeper, 119, 270, 365 Everyday Value, 453 Trix, 344 Universal Television Group, 44 574, 575 Ticketmaster, 402 Tropicana, 98, 306, 348 University of Chicago, 176, 177 Swift and Company, 261, 609 Tide, 163, 222, 269, 270, 303, Tropicana Pure, 551 University of Maryland, 299 Symantec, 377 328, 337, 342, 400, 440 True Value, 309 University of Michigan, 130 Tide Total Care, 163, 219, 568 Tundra, 352, 524 University of North Carolina, 461 TABASCO, 15 Tiffany & Co., 334, 383, 384, Tupperware, 449, 553, 598 University of Virginia, 114 Taco Bell, 316, 344, 345 424, 612, 639 TurboTax, 120, 121, 129, 546 University of Wisconsin, 292 TAG Heuer, 422 Timberland, 24, 48, 291, 525, TV Guide, 42 Univision, 77, 223, 224 Taj luxury hotels, 595 621, 630 Tween Brands, 454 UPS, 46, 99, 292, 303, 304, 359, Takashimaya, 448 Time, 516 20th Century Fox, 42 418, 630, 631 Taligent, 344 Time-Life, 420 24/7 Real Media, 495 Urban Outfitters, 431, 454 Tang, 610 Times, The, 565 Twitter, 3, 4, 58, 115, 121, 186, USAA, 129, 141, 142, 297, 366, Target, 12, 37, 95, 136, 180, Times Square, 509, 524 248, 270, 520, 546, 548, 369, 370–71 197, 218, 243, 275, 300, Timex, 424, 443 565, 631 US Airways, 366, 477 370, 400, 401, 423, 443, Timken, 191 Tyco, 639 USA Network, 44 452, 456, 464, 499–500 Tire Rack, 308 Tylenol, 316, 528, 543 USB, 568 Target Take Charge of Titleist, 613 U.S. News & World Report, 380 Education, 637 TiVo, 119, 590 Ubisoft, 243 U.S. Steel, 11 Tasteeos, 307 TJ Maxx, 449, 455 UBS, 297 US West, 57 Tata Consultancy TLC, 259 UCLA, 108 UTC, 377 Services, 595 T-Mobile, 319, 506, 507 UK Tri-Nations rugby UTC Fire & Security Tata Group, 595 TNS, 82, 495 tournament, 533 systems, 262 Tata Nano, 595 TNT, 633 Ultra Dry Pampers, 340 U2, 243, 636 Tata of India, 248, 599, 600 Today Show, The, 74, 528 Umbro, 29 Tata Sky, 42 Tommy Hilfiger, 438 Under Armour, 241, 299 VAALCO Energy, 308 Tata Steel, 328 Tom Petty & the UNICEF, 634, 635 Valentino, 261 Tazo Tea Company, 301 Heartbreakers, 254 UNICEF, Hallmark cards, 233 Vanguard Petroleum Corp., TCL, 601 Tom’s of Maine, 82, 234, 525 Unilever, 112, 260, 278, 342, 197, 369 Technorati, 576 TOMS shoes, 637–38 564–65, 598, 599, Vanity Fair, 458 Teflon®, 345 Tony Hawk, 452 600, 639 Venus, 98 Telefonica, 291 Tony Lama, 306 Union Pacific Railroad, 40 Venus Embrace, Gillette, 568 Telefónica CTC, 12 Topshop, 431, 447 UNIQLO, 453 Vera Wang, 452 Telefutura, 224 Topshop Express, 431 Unisys, 186 Verizon, 223, 305, 420 Telemundo, 224 Topshop-to-Go, 431 , 51, 130, Verizon Wireless, 43, 127, Telepizza, 307, 308 TopSource, 197 359, 362 130, 277 Tellabs, 202 Toronto Blue Jays, 57 United Auto Workers, 351 V Guide, 551 Tempur-Pedic, 163 Torrid, 454 United Network, 495 Vicks, 269

Index I13 Victoria’s Secret, 217–18, 390, Walt Disney World’s Magic World Trade Organization, Adaptation 407, 454 Kingdom, 6 597, 601 brand element, 609 Vidal Sassoon, 270 Warnaco, 120 World Wildlife Foundation communication, 610 Vigoro fertilizer, 261 Warner Bros., 47 (WWF), 639 criteria for marketing Viiv, 58 Warner Music Group, 51 WPP, 246, 495 channels, 427 Viking, 218, 314, 390 Washington Mutual Occasio, 46 WPP Digital, 495 dual, 610 , 114, 245 Washington Post, 82 Wrangler jeans, 485 global marketing program, 607 , 650 Waste Management W.R. Case & Sons Cutlery, 309 global product strategies, Virgin Aviation, 651 Corporation, 421 W. R. Grace, 72 608–9 , 650 Waterford, 444 Wrigley’s, 258 product, 608–9 Virgin Cosmetics, 650 Wave, 31 Wunderman, 495 Adapted marketing program, 606 Virgin Entertainment Weather Channel, The, 72 W.W. Grainger, 196, 200, 432, Adapter, 307 Interactive, 312 Weekly Standard, 42 463–64 Add-on spending, 268 , 651 Wegmans Food Markets, 197, Adjustment heuristics, 176 , 37, 47, 557, 291, 630 Xbox, 93 Administered VMS, 432 650–51 Weight Watchers, 264, 552 Xena: Warrior Princess, 254 Adoption, 589 Virgin Megastore, 149, 650 Wells Fargo, 71, 103, 225, Xerox, 34, 40, 101, 128, 204, Ad placement policies and , 651 360, 458 250, 300, 305, 466, 627 services, 516 Virgin Pulse, 650 Wells Fargo Home Advertising, 478, 490–91 , 650 Mortgage, 49 Yahoo!, 13, 31, 32–33, 47, 109, allowance, 521 , 650 Wendy’s, 216 262, 302, 306, 542 consumer-generated, 506 Virgin Vodka, 650 WESCO International, 539 Yahoo! Finance, 138 definition of, 504 Visa, 51, 280, 281–82, 296, 297, Westat, 99 Yale, 484 elasticity, 505 299, 488, 516, 525 Westinghouse, 572 Yankelovich, 13–14 frequency, budget decisions Vista, 93 Westin Hotels, 78, 263, 345 Yankelovich Monitor, 74, 77 and, 505 Vistaprint, 200 Westin Stamford, 280 Yaohan supermarkets, 453 informative, 504 Vitaminwater, 293 Westport Innovations, 80 Yelp.com, 135 objective, 504–5 Vivendi Universal WE television, 217 Yoplait, 168, 261, 344, 394, persuasive, 505 Entertainment, 44 Wharton, 35, 116 627, 636 reinforcement, 505 VML, 495 Wharton Americus Reed, 102 YoungFreeAlberta.com, 115 reminder, 505 Vocalpoint, 550 Wheaties, 15, 67, 261 Young & Rubicam, 245, 496 specialty, 523 Vodafone Group, Whirlpool, 98, 218, 333 YouTube, 3, 4, 13, 14, 137, 186, vs. sales promotion, 519–20 52–53, 385 Whole Foods, 12, 37, 83, 138, 202, 319, 541, 549, 551, Advertising budget, 505 Vogue, 458, 516 140, 248, 316, 453, 621, 575, 631 advertising elasticity, 505 Volcom, 293 630, 637 Y&R, 495 factors affecting, 505 Volkswagen, 50, 234, Whole Kitchen, 453 Advertising campaign, 259, 342 Whole Market, 453 Zales, 453 506–10 Volt, Chevy, 332 Whopper, 541 Zaltman Metaphor Elicitation development and execution, Volvo, 10, 125, 127, 128, W hotels, 78, 263 Technique (ZMET), 106 507–10 252, 276 Wieden+Kennedy, 503 Zappos, 241, 248, 367, 447 legal and social issues, 510 VW, 484, 544, 606 Wii, 5, 567 Zara, 25–26, 430, 431, 447, 455 message generation and VW Beetle, 331 Wikipedia, 13, 575 Zazzle, 329 evaluation, 506–7 VW GTI, 544 William Wrigley Jr. ZDNet.com, 73 pretest research techniques, VW Tiguan, 544 Company, 418 Zest, 337 518 Wilson, 253 Zipcar, 356 print ads, 507–9 Wachovia, 130 Windows, 93, 94 Zippo Manufacturing, 141, radio ads, 509 Wakoopa (social networking), 250 Windows 95, 93 308–9 television ads, 507 Walgreens, 197, 300–301, 449 Windows 98, 93 Zyrtec, 264 Advertising effectiveness Walkman, 38, 302 Windows 2000, 93 communication-effect Wall Street Journal, 42, 190 Windows 7, 598 research, 518 Walmart, 12, 35, 37, 46, 70, 72, Windows 3.0, 93 Subject evaluating, 518–19 83, 94–95, 127, 136, 149, Windows XP, 93 Accelerating, 622 media selection, 518–19 197, 218, 232, 270, 296, Wine Spectator, 439 Accessible segments, 231 sales-effect research, 518–19 300, 320, 340, 366, 370, Wipro, 600 Accumulated production, Advertising options, alternate, 401, 423, 432, 436, 449, Wired, 235, 385 393–94 512–16 452, 453, 456, 464, 471, W. L. Gore, 568–69 Achievers, 226 media, evaluating, 515–16 499, 515, 551, 555, 613, WNYW New York, 42 Acquisition, 268 place advertising, 512–15 627, 629, 632, 639 Wondercurl mascara, 619 Actionable segments, 232 Advertising program, 504–19 Walmart TV, 515 Woodbridge, 340 Action campaigns, 638 advertising budget, 505 Walt Disney Company, The, 15, Woolite, 163, 164 Active information advertising campaign, 506–10 37, 43, 44, 46, 51 Working Assets, 634 search, 167 advertising objective, 504–5 Walt Disney Corp., 83 World Bank, 600, 601, 638 Activity-based cost (ABC), media selection, 510–19 Walt Disney Productions, 178 World Cup, 524, 531, 601 133, 393 sales promotion, 519 Walt Disney Studios, 179 World Health Organization, 638 Activity plans, 559 Advocate channels, 487 Walt Disney World, 178 World Series, 509 Actual self-concept, 157 Affinity customers, 422

I14 Index African Americans, 77, 224 Availability heuristics, 174–75 Born global, 598 BrandAsset® Valuator (BAV) Age Available market, 85 Bottom-up grassroots approach model, 245–46, 248 in demographic segmentation, Average costs, 393 to marketing, 137 Brand development index (BDI), 216–17 Awareness Brain science, 108 89–90 influencing consumer audience, 511 Brainstorming session, 577 Brand-dominant hierarchy, 168 behavior, 155–56 in consumer-adoption Branches of BrandDynamics pyramid, Agents, 416, 462 process, 589 manufacturers/retailers, 462 246, 247 Airtruck, 468 marketing public relations Brand Branded variants, 261 Aligning in channel and, 528 architecture (See Branding Brand elements, 250–51 management, 432 product, change in, 530 strategy) adaptation, 609 Allocating, 554 set, 167 associations, 164 criteria for, 250 Allowance, 521 attitude, 483 developing, 250–51 Alpha testing, 585 Baby boomers, 221 audit, 256 in small businesses, 293 Alternatives, evaluation of, Backward flow of activity, 418 awareness, 482 Brand equity, 241–68 168–70 Backward invention, 609 bonding, 247, 253 customer-based, 244 beliefs and attitudes, 168 Banded pack, 521 building, 27 customer equity and, 267–68 expectancy-value model, Bare bones relationships, 202 bundling, 344–45 defining, 243–45 169–70 Bargaining power of communities, 253–55, 293 drivers, 249–50 Ambivalent Networkers, 545 buyer/seller, threat of, 232 concept, 580 holistic marketing, 251–52 Amplified expressiveness, 491 Barter, 404 consumption, expanding, measuring, 255–58 Anchoring heuristics, 176 Barter markets, 197 301–2 models, 245–49 Ancillary services, 457 Basic product, 326 contact, 251–52, 478 Brand equity, building, 249–55 Annual-plan control, 641–42 Basic service, 372 crisis, managing, 316 brand communities, 253–55 Anticipatory pricing, 408 Behavioral campaigns, 638 definition of, 10, 241 brand elements, choosing, Antitrust action, 304 Behavioral decision theory experience, dimensions of, 250–51 APEC, 602 (BDT), 174–77 358 holistic marketing activities, Approvers in buying center, 188 decision heuristics, 174–76 feelings, 249 designing, 251–52 Arbitration, 438 framing, 176–77 games with, 516 internal branding, 253 Area market potential, 88–90 theory findings, 175 ghost, 316 secondary associations, market-buildup method, Behavioral economics, 174–77 imagery, 248 leveraging, 252–53 88–89 Behavioral research, 103 journalism, 292 value creation practices, 254 multiple-factor index method, Behavioral segmentation, judgments, 249 Brand equity, managing, 258–60 89–90 227–29 knowledge, 244 brand reinforcement, 258–59 Area market specialists, 625 breakdown, 229 line, 261 brand revitalization, 259–60 Areas of dominant influence decision roles, 227–28 loyalty, in small businesses, Brand extensions, 260, (ADIs), 518 needs and benefits, 227 293 263–67 Arm’s-length price, 612 user and usage, 228–29 loyalty status, 228–29 advantages of, 264–65 Arranged interviews, 109 Behavioral targeting, 146 luxury, 334–35 disadvantages of, 265 Ascending bids, 402 Beliefs, 168 mantras, 284–85, 286 research insights on, 266–67 ASEAN, 602 Believability, 580 metrics pathway, 117 scorecard, 266 Asian Americans, 76, 224–25 Believers, 227 mix, 261 success characteristics, Aspirational groups, 153 Benchmarks, 34, 199, 622 most valuable, 257 265–67 Associative network memory Benefits narratives, 292 Branding model, 163 in behavioral segmentation, offerings, fine-tuning, 320 cause, tips for, 637 Assortment building, 462 227 orphan, 316 co-branding, 344–45 Assurance, service quality in cause-related marketing, performance, 247, 248 color wheel of, 347 and, 372 635–36 personality, 157 cultural, 292 Atmospheres, 523 sales force compensation, 556 personification, 107 decisions, 261 Attack strategy Best practices of top service pillar pattern, 245 definition of, 243 general, 306 companies, 366–68 private label, 459 emotional, 290–91 specific, 306 customer complaints, purchase intention, 483 global, ten commandments Attitude, 530 satisfying, 368 reinforcement, 258–59 of, 608 about products, 229 high standards, 366 revitalization, 259–60 ingredient, 345–46 definition of, 168 monitoring systems, 367–68 role of, 242–43 narrative, 292 of others, as intervening profittiers, 366–67 salience, 248 primal, 292 factor, 170–71 strategic concept, 366 state of, 248 role of, in brand valuation, 257 Attribute listing, 577 top-management stature, 245 twenty-first-century, 267 Auction-type pricing, 401–2 commitment, 366 story, 292 See also Brand Audience-attention Beta testing, 585 valuation, 256–58 Branding strategy, 260–67 probability, 516 Billboards, 512–13 value calculation, 254, 257 alternative, 261 Audience quality, 516 Biogenic needs, 160 value chain, 255–56 brand extensions, 263–67 Audiometers, 107 Blogs, 72–73, 138–39, 205, value creation, 254, 255 brand portfolios, 262–63 Augmented product, 326 547–48 See also Branding definition of, 260 Automated warehouses, 467 Blue-ocean thinking, 278–79 Brand-asset management team house of brands vs. branded Automatic vending, 449 Bonding, 204 (BAMT), 626 house, 261

Index I15 Brand-management organiza- Business-goods testing, Buying decision process, cause program, designing, tion, 625–27 587–88 166–74 636, 637 Brand portfolios, 262–63 Business markets See also Five-stage model classic cause marketing pro- cash cows, 263 analyzing, 183–211 Buying influences grams, 634 flankers, 263 business-to-business key, 193 Millenials’ attitudes about, high-end prestige, 263 customer relationships, multiple, 185 635 low-end entry level, 263 201–5 Buying process, stages in, Celebrity endorsements, 486 Brand positioning, 275–97 challenges faced by, 184 195–201 Census tracts, 90 alternative approaches, 291 definition of, 9, 183 buygrid framework, 195 Central business districts, 458 developing, 275–86 government markets, 205–7 general need description, 196 Central Contractor Registration differentiation strategies, institutional markets, 205–6 order-routine specification, 201 (CCR) database, 207 289–92 organizational buying, 183–88 performance review, 201 Central route, 173 establishing, 286–89 participants in business problem recognition, 196 Cents-off deals, 521 for small businesses, 293–94 buying process, 188–93 product specification, 196 Chain-ratio method, 88 Brand positioning, differentiation purchasing/procurement proposal solicitation, 198 Channel strategies, 289–92 process, 193–95 supplier search, 196–98 captain, 431 alternative approaches, 291 stages (buyphases) in buying supplier selection, 198–201 coordination, 435 emotional branding, process, 195–201 Buying situations, 185–87 design and arrangements, 290–91 vs. consumer markets, modified rebuy, 186 modifying, 429 means of, 290 183–85 new task, 186 differences in global Brand-positioning map, 580 Business promotion, 519 straight rebuy, 185 distribution, 613 Brand resonance, 249 tools, 522 Buyphases in buying process. differentiation, 290 model, 246, 248–49 Business-to-business customer See Buying process, entry in global distribution, Brand strength, 244, 245, 257 relationships, 201–5 stages in 613 in small businesses, 293 new technology and, 204–5 Buzz marketing, 220, 293–94, evolution, 429 Brand-tracking studies, 256 risks and opportunism in, 549–51, 552 in foreign nations, 613 BrandZ model, 246 203–4 Bypass attack, 306 functions and flows, 418–19 Brazil’s developing market, vertical coordination, benefits By-product pricing, 343–44 levels, 420–21 598, 600 of, 202–3 modification decisions, Break-even chart, 398, 427 Business-to-business Call centers, 368, 369 429–30 BRIC, 598 e-commerce, 439–40 Call reports, 559 partnerships, 428 See also Developing markets Business unit strategic planning, Cannabilization, 438 power, 428 Brick-and-click companies, 439, 47–54 Cannibalized income, 584 pricing, 406 440–41 business mission in, 48 Capital items, 328 specialist, 309 Bridges, 551 control in, 53–54 Captive-product pricing, 343 stewards/stewardships, Broadcast ads, 518 feedback in, 53–54 Cash cows, 263 431–32 Broadening, 622 goal formulation in, 50 Cash-flow metrics Channel alternatives, 424–27 Brokers, 462 program formulation in, 53 pathway, 117 channel members, terms and Budget allocations in economic program implementation in, 53 Cash flow statement, 584 responsibilities of, 426 downturn, 319 strategic formulation in, 50–53 Cash rebates, 405 corporate and adaptive Budget trade-offs, communica- SWOT analysis in, 48–50 Cash refund offers, 521 criteria, 427 tion, 490 Buyback arrangement, 404 Catalog marketing, 539 economic criteria, 426–27 Building in channel Buyer Catalog showroom, 449 evaluating, 426 management, 432 in buying center, 188 Catalog sites, 196 identifying, 424–26 Bulk breaking, 462 decision roles, 227 Category concept, 579 numbers of intermediaries, Business fewer, 184 Category extension, 261 424–25 advisory services, 328 geographically concentrated, Category management, 626 types of intermediaries, 424 database, 143 185 Category membership Channel conflict, 435–38 definitions, product to market, intentions, survey of, 91 communicating, 288 cannibalization, 438 39, 40 larger, 184 definition of, 277 causes of, 436 innovation, dimensions of, reaching hard-to-find, 491 in establishing brand definition of, 435 46–47 (See also Marketing turnover, 517 positioning, 286, 287–88 dilution, 438 innovation) Buyer-readiness stage, 228, 493 Category need, 482 ethical issues in, 438 legislation, increase in, 84 Buyer-supplier relationships, Category points-of-parity, legal issues in, 438 mission, 48 202–3 280–81 managing, 436–38 partner relationships, 202 Buygrid framework, 195 Causal marketing strategies to manage, sector, 356 Buying, 462 research, 100 437–38 services, 328 alliances, 197 Cause branding, tips for, 637 types of, 435–36 Business analysis in new- forward, 522 Cause program Channel-design decisions, product development, 583 service, 449 classic, 634 422–27 cash flow statement, 584 sites, 197 designing, 636, 637 channel alternatives, 424–26 costs and profits, Buying center, 188–90 Cause-related marketing, customer needs and wants, estimating, 584 influences, 189–90 634–38 analyzing, 422–23 total sales, estimating, members and roles in, benefits and costs, 635–36 objectives and constraints, 583–83 188–89 cause branding, tips for, 637 establishing, 423–24

I16 Index Channel integration and Communicability, 580, 590 competitive strategies for quiz, average U.S., 155 systems, 417, 431–35 Communication market leaders, 299–305 resistance, 13–14 horizontal marketing systems, adaptation, 610 in economic downturn, 318 surveys, 523 433 audit, 479 market-challenger strategies, tests on packaging, 348 integrated multichannel budget trade-offs, 490 305–7 Consumer-adoption process, marketing systems, 433–35 global strategies, 610–11 market-follower strategies, 589–90 vertical marketing systems, metrics, 642 307 characteristics of the 431–33 modes, 478–79 for market leaders, 299–305 innovation, 590 Channel-management as retail channel, 458 market-nicher strategies, factors influencing, 589 decisions, 427–31 sales force, 554 308–10 organizations’ readiness to channel design and arrange- Communication channels, product life-cycle marketing adopt innovations, 590 ments, modifying, 429 selecting, 486–88 strategies, 310–18 personal influence, 590 channel members, 427–29 integration of communication Competitors readiness to try new products, channel modification channels, 488 analyzing, 279 589 decisions, 429–30 nonpersonal (mass) communi- costs, prices, and offers, 395 stages in, 589 global channel considerations, cation channels, 487–88 definition of, 278 time adoption of innovations, 430–31 personal communications identifying, 277–79 590 Channel members channels, 486–87 price changes, responding to, Consumer behavior, 151–59 evaluating, 429 Communication-effect research, 409–10 cultural factors, 151–53 functions, 419 518 studying, in new-product influences on, 151–59 selecting, 427 Communication objectives development, 577 model of, 160, 161 terms and responsibilities brand attitude, 483 threats posed by, 291 personal factors, 155–59 of, 426 brand awareness, 482 Complementarity, 496 social factors, 153–55 training and motivating, 428 brand purchase intention, 483 Complementary services, 361 understanding, 166 Chief executive officer (CEO), category need, 482 Complexity, 590 Consumer decision making, 4, 628 determining, 482–83 Component materials and 173–74 Chief financial officer (CFO), 4 Communication options in inter- parts, 328 low-involvement, 173–74 Chief information officer active marketing Compositional approach, 199 successive sets involved in, (CIO), 4 display ads, 542–43 Comprehension, 530 167–68 Chief marketing officer e-mail, 543 Comprehensive audit, 643 variety-seeking buying (CMO), 4, 17 mobile marketing, 543–45 Computer games in behavior, 174 China’s developing market, search options, 542 marketing, 221 Consumer-direct (CD) 598, 601 Web sites, 541–42 Concentration, new product channels, 535 Choice architecture, 176 Communications, designing, advertising and, 517 Consumer-generated Choice set, 167, 168 484–86 Concept to strategy in advertising, 506 City product version, 609 creative strategy, 484–85 new-product development, Consumer-goods classification, Cliques, 551 message source, 485–86 579–84 327 Cloner, 307 message strategy, 484 business analysis, 583 Consumer-goods market Closing, 561–62 Community shopping centers, concept development, testing, 586–87 Clutter, budget decisions 459 579–80 controlled test marketing, and, 505 Company brand name, 261 concept testing, 580–81 586–87 Co-branding, 344–45 Company capabilities, affecting conjoint analysis, 581–82 sales-wave research, 586 Coercive power, 428 marketing, 14–15 marketing strategy develop- simulated test marketing, 586 Cognitive campaigns, 638 Company demand, 87 ment, 582–83 test markets, 587 Cohorts, 76 Company pricing policies, 402–3 Conditions of sale, 426 Consumerist movement, 84 See also Generations Company sales force, 555 Conformance quality, 131, Consumer-loyalty process, 589 Collaborative exchanges, 202 Company sales forecast, 87 329–30 Consumer markets, 9 Collectivism, 607 Company sales potential, 87–88 Congruity, 485, 486 analyzing, 151–80 Color wheel of branding and Compatibility, 590 Conjoint analysis, 199 behavioral decision theory, packaging, 347 Compensation deal, 404 Conjunctive heuristic, 170 174–77 Combo sites, 73 Competition Connectors, 551 behavioral economics, Commercial information budget decisions, 505 Consideration set, 167 174–77 sources, 167 in global markets, 595–96 Consumer buying decision process, Commercialization in new- See also Competitive strate- base, budget decisions 166–74 (See also Five- product development, 588 gies; Competitors and, 505 stage model) how (introductory market Competitive advantage, 289 buying power, 13 consumer behavior, influences strategy), 588 Competitive depositioning, 170 choice, noncompensatory on, 151–59 when (timing), 588 Competitive frame of reference, models of, 170 psychological processes, key, where (geographic strategy), 275–79 cooperative, 450 160–66 588 Competitive-parity method, 489 environmental segments, 82 vs. business markets, to whom (target-market Competitive points-of-parity, franchise building, 520 183–85 prospects), 588 281 information, 13 Consumer participation, Commoditization, 184 Competitive strategies, 299–323 involvement, 173–74 increased, 361 Commonality, 496 competitive strategies, other, participation, 13 Consumer promotion, 519 Common carrier, 468 305–10 psychology, 78 tools, 520, 521

Index I17 Consumer psychology and Corporate expertise, 203 Creativity readiness to buy metrics, 642 pricing, 386–88 Corporate image, marketing in marketing research recommendations, 139 price endings, 388 public relations and, 528 process, 113 retention dynamics, 140 price-quality inferences, 388 Corporate likability, 203 in new-product development, revenues, solutions to reference prices, 387–88 Corporate retailing, 450 577–78 enhance, 200 Consumption Corporate social Credence qualities, 357 reviews, 138–39 patterns, 68 initiatives, 24 Credibility, 491, 528 risks, solutions to decrease, system, 326 Corporate social responsibility, Credit, 78 200 Consumption chain method, 47 630–34 Critical life events or transitions, satisfaction, quality control Contact methods, 107–10 ethical behavior, 630 156 and, 360 mail, 108 legal behavior, 630 Critical path scheduling (CPS), satisfying employees and, online, 109–10 report, 632 588 364–65 personal, 109 social responsibility behavior, Cross-functional teams, 572 supply, 202 telephone, 108–9 630, 632–33 Cross-selling, 141 surprising, service quality Containerization, 468 sustainability, 633–34 Crowdsourcing, 575 and, 372 Contests, 521 Corporate societal marketing Cues, 163 touch point, 135 Contextual placement, 540 (CSM), 634 Cultivation, 492 training, 331 Continuity, new product Corporate strategic planning, Cultural branding, 292 See also Customer service advertising and, 517 37–47 Culture Customer-based brand Continuous replenishment growth opportunities, definition of, 151, 153 equity, 244 programs, 201 assessing, 42–47 in demographic segmentation Customer databases, 143–44 Contract carrier, 468 marketing innovation and, (See Multicultural marketing) use of, 144 Contraction defense, 304 45–47 factors influencing consumer vs. customer mailing Contract manufacturing, 604 mission statements, 38–39 behavior, 151–53 lists, 143 Contracts, management, 604 organizational culture and, 45 values, core, 79 Customer-driven Contractual sales force, 555 organization and, 45 Current demand estimations, departments, 624 Contractual transaction, 202 strategic business units, 88–90 Customer-focused value Contractual VMS, 433 39–42 area market potential, 88–90 proposition, 276 Contribution, 496 Corporate trustworthiness, 203 industry sales, 90 Customerization, 234–35 Control, 491 Corporate umbrella, 261 market shares, 90 Customer lifetime value (CLV), annual-plan control, 641–42 Corporate VMS, 432 total market potential, 88 132–34 in business unit strategic Cost Customer calculating, 134–35 planning, 53–54 in cause-related marketing, acquisition process, 34 customer equity, 268 efficiency control, 641, 642 635–36 advantage, 289 definition of, 134 marketing control, 641 inflation, 408 attributes (CAs), 585 measuring, 134 profitability control, in integrating IMC program, base, 140 profitable customer, 133 641, 642 496 base management, 140–41 Customer loyalty, 141–43 strategic, 641, 643–46 leadership, 51 channel-design decisions, building, 141–43 Controllable returns, 331 and profit, estimating, 584 422–23 institutional ties, Controlled test marketing, Costs, estimating, 392–95 churn, 139–40 creating, 143 586–87 accumulated production, cloning, 214 interacting with customers, Convenience goods, 327 393–94 communities, 439 141–42 Convenience store, 449 levels of production, 393 complaints, satisfying, 368 loyalty programs, Conventional marketing target costing, 394 complaint sites, 73 developing, 142 system, 431 types of costs, 393 connecting with, 27 top brands in, 127 Conversion rates, 140 Counseling, 463, 527 consulting, 331 win-backs, 143 Cookies, 70 Counterfeiter, 307 coproduction, 363–64 Customer-management Cooperative organizations, 603 Counterfeit products, 612–13 costs, solutions to reduce, organization, 627 Cooperative systems, 202 Counteroffensive defense, 303 200 Customer-on-top business Co-option, 437 Countertrade, 404 defection, reducing, 139–40 model, 124 Core beliefs, 79 Country-of-origin effects, empowerment, 137–38 Customer partnering, 622 Core benefit, 326 614–15 empowerment of, 362–63 Customer-perceived value Core business processes, in building country equity, 267–68 (CPV), 124–27 value chain, 34 images, 614 expectations of, managing, customer value analysis, 126 Core competencies, 35–36 consumer perceptions of, 373–75 definition of, 125 Core cultural values, 79 614–15 failures, 364 high customer value, Core principles of mental Country product version, 609 getting closer to, in economic delivering, 127 accounting, 177 Coupons, 521 downturn, 318–19 processes and implications, Corporate chain store, 450 Coverage, 496 mailing lists, 143 choice, 126 Corporate communications, 527 Creative anticipation, 302 markets, 9 value concepts, applying, Corporate credibility, 203 Creative brief, 506 metrics, 642 125–26 Corporate criteria for marketing Creative strategy, 484–85 metrics pathway, 117 Customer-performance channels, 427 informational appeals, 484 multiplier, 255–56 scorecard, 116, 117 Corporate culture, 45 transformational appeals, needs, 376–77, 422–23 Customer profitability analysis Corporate environmentalism, 81 484–85 profitability, 133 (CPA), 133

I18 Index Customer relationship in value chain and, 34–35 company, 87 Designated marketing areas services, shifting, 362–65 value delivery process and, creator, 553 (DMAs), 518 customer coproduction, 33–34 curves, estimating, 391–92 Desktop marketing, 641 363–64 vs. company cost, in product declining, 8 Desktop Veterans, 545 customer empowerment, differentiation, 328 derived, 185 Developing markets, 598–602 362–63 Customer value assessment estimations, current, 88–90 Brazil, 598, 600 satisfying employees and (CVA), 199 estimations, future, 90–91 China, 598, 601 customers, 364–65 Customer-value hierarchy, 326 fluctuating, 185 India, 598, 600 Customer relationship manage- Customization, 234–35, 329 inelastic, 185 Indonesia, 598, 601 ment (CRM), 135–39 Customized marketing, 492 landscape, 574 Russia, 598, 600 customer empowerment, Custom marketing research market, 85–91 South Africa, 598, 601 137–38 firms, 99 marketing sensitivity of, 86 vs. developed markets, customer equity, 268 Cycle-recycle pattern, 311 primary, 86 598–602 customer recommendations, states, 8 Development of new products. 139 Data See also Market demand See New-product customer reviews, 138–39 interdependence of, 113 Demand, determining, 390–92 development definition of, 135 sources, 100 estimating demand curves, Differentiating services, 368–70 downside of, 145–46 Database, 71 391–92 innovation with, 370 personalizing marketing, business, 143 price elasticity of demand, primary and secondary 135–37 customer, 143–44 392 options, 368–70 process, 34 Database marketing, 143–46 price sensitivity, 390–91 Differentiation value networks, 418 behavioral targeting, 146 Demand-first innovation and aggressive price discounter, Customer relationships, 134–43 customer databases, 143 growth (DIG) framework, 300–301 attracting and retaining data mining, 144–45 573–74 in brand positioning customers, 139–41 data warehouses, 143–44 Demand measurement, 85–86 strategies, 289–92 capital, 140 downside of, 145–46 types of, 85–86 distribution, 469 customer base management, examples of, 144 Demand measurement vocabu- marketing, 233 140–41 Data mining, 71, 144–45 lary, 86–88 means of, 290 customer-on-top business Data warehouse, 71, 143–44 company demand, 87 in Porter’s generic model, 124 Deadly sins, 647 company sales forecast, 87 strategies, 51 customer-perceived value, Dealer tests on packaging, 348 company sales potential, pricing, 361, 406–7 124–27 Debt, 78 87–88 product, 329–30 customer relationship Deception, 540 market demand, 86–87 segments, 232 management, 135–39 Decider, 188, 227 market forecast, 87 services, 330–32 database marketing, 143–46 Decision framing, 176–77 market potential, 87 Digital Collaborators, 545 defection, reducing, 139–40 Decision heuristics, 174–76 Demand-side method, 526 Dilution, 438 loyalty, 141–43 adjustment heuristics, 176 Demographic environment, Diplomacy, 437 quality of product and service, anchoring heuristics, 176 75–77 Direct export, 603–4 131–32 availability heuristics, 174–75 educational groups, 77 Direct investment, 605 retention dynamics, 140 representativeness ethnic and other markets, Direct mail, 538–39 total customer satisfaction, heuristics, 175 76–77 campaign success, 128–31 Decision making household patterns, 77 measuring, 539 Customer satisfaction consumer, 173–74 population age mix, 75, 76 objectives, 538 follow-up, 562 in marketing research population growth, worldwide, offer elements, 538 maintenance, 562 process, 99–100, 111, 112 75 target markets and monitoring, 128–31 in new-product development, Demographic segmentation, prospects, 538 quality of product and service, 573 216–25, 230 testing elements, 539 131–32 roles in behavioral age and life-cycle stage, Direct marketing, 449, 478, 492, total, 128 segmentation, 227–28 216–17 535–40 Customer-segment pricing, 406 Decline stage of product life gender, 217 benefits of, 536–37 Customer service cycle, 310, 314–16 generation, 219–22 catalog marketing, 539 evolution, 377–78 Declining demand, 8 income, 218 channel, 420 imperative, 378 Decoding, 480 life stage, 217 direct mail, 538–39 interface, 375 Deep metaphors, 106 race and culture, 222–25 ethical issues in, 539 online, 376 Defensive marketing, 303–4 Department store, 449 other media for, 539–40 See also Customer Delayed quotation pricing, 408 Deregulation, 12 public issues in, 539 Customer service representa- Deliverer, 553 Derived demand, 185 telemarketing, 539 tives (CSRs), 368 Delivery, 331 Descending bids, 402 Direct product profitability Customer-size specialist, 309 Delivery channel, 418 Descriptive marketing research, (DPP), 456 Customer value, 33–37 Delivery of services, 100 Direct purchasing, 185 analysis, 126 unsuccessful, 373 Design, 332–33 Direct sales force, 555 core competencies, 35–36 Demand luxury brands, 334–35 Direct selling, 449 holistic marketing orientation business markets vs. con- thinking, 333 Direct survey questions, 199 and, 36 sumer markets, 185 top design companies and Disabled consumers, 77 strategic planning and, 36–37 chain planning, 417 countries, 332–33 Discount store, 449

Index I19 Discretionary options, 231 E-commerce Enthusiasm, marketing public Exchange markets, 197 Discrimination, 163 brick-and-click companies, relations and, 528 Exclusive dealing, 425, 438 Disintermediation, 13 439, 440–41 Enthusiast, 227 Exclusive distribution, Display ads, 542–43 definition of, 438 Environment 424–25, 438 Display allowance, 521 marketing practices, 438–41 consumer environmental Executive summary, 54 Disposal, 172–73 pure-click companies, 439–40 segments, 82 Expansible market, 86 Disruptive technologies, 569 Econometric analysis, 91 corporate environmentalism, Expansion, facilities for Dissatisfiers, 161 Economic environment, 77–78 81 future, 361 Dissociative groups, 153 consumer psychology, 78 demographic, 75–77 Expectancy-value model, Distribution metrics, 642 credit, 78 economic, 77–78 169–70 Distribution programming, 432 debt, 78 macroenvironment analysis, Expected product, 326 Distribution strategies, income, 78 74–84 Expected services, 373 global, 613 income distribution, 78 of marketing communication, Expense allowances, 556 Distribution vehicle, 523 savings, 78 changing, 476–77 Experience-curve pricing, 393 Distribution warehouses, 467 Economics political-legal, 84 Experiencers, 226 Distributors’ territorial cost of market share pricing, changing, 384–86 Experiences. See Events and rights, 426 expansion, 304 protection, 80–81 experiences Diversification growth, 44–45 criteria for marketing regulations, 80 Experiential information Diversification strategy, 43 channels, 426–27 of retailing, new, 451–53 sources, 167 Diverting, 522 downturn (See Marketing in sociocultural, 78–80 Experiential marketing, 6 Divesting older businesses, 45 economic downturn) technological, 81, 83–84 Experimental design in Divisibility, 590 influence on consumption E-procurement, 197–98 advertising, 519 Division strategic planning, patterns, 156 Equipment, 328 Experimental research, 103–4 37–47 Editing in channel Equipment-based services, 357 Experiments, 523 growth opportunities, assess- management, 432 Escalator clauses, 408 Expert channels, 487 ing, 42–47 Editorial quality, 516 E-service quality, assessing, 376 Expertise, 485 marketing innovation and, Educational groups, 77 Esteem, 245 Expert opinion, 91 45–47 Efficiency control, 641, 642 Ethical behavior, 630 Expert power, 428 mission statements, Efficient consumer response Ethics Exploratory marketing 38–39 (ECR) practices, 428 in channel conflicts, 438 research, 100 organizational culture E-hubs, 196 in choice of market targets, Exponential smoothing, 91 and, 45 Elaboration likelihood model, 173 235–36 Export, indirect and direct, organization and, 45 Elasticity, advertising, 505 in direct marketing, 539 603–4 strategic business units, Electroencephalograph in marketing, 113 Export department, 616 39–42 (EEG), 108 Ethnic markets, 76–77 Export-management “Do-feel-learn” sequence, Electronic shopping, 449 Ethnographic research, 101 companies, 603 480–81 Elimination-by-aspects European consumer values, Exposures, 511, 529–30 Domestic-based export heuristic, 170 422–23 Expropriation, 204 agents, 603 E-mail, 543 European Union, 602 Extended warranties, 377 department or division, 604 Emergency goods, 327 Evaluating sales representatives, External environment merchants, 603 Emotional branding, 290–91 559–60 analysis, 48–49 “Do Not Call” registry, 108 Emotions, 163 formal evaluation, 559–60 External marketing, 365 Down-market stretch, 340 Empathy, service quality form for, 560 Extranet link to suppliers, 197 Downsizing, 45 and, 372 information sources, 559 Extra-role behaviors, 368 Dragalong income, 584 Employee Evaluation Extreme value store, 449 Dramatization, 491 differentiation, 290 of advertising campaign, Extrinsic rewards, 558 Drifting Surfers, 545 exchange, 437 506–7 Drive, 163 research, service quality in consumer-adoption FABV approach, 561 DROP-error, 578 and, 372 process, 589 Facilitating services, 377 Drug store, 449 satisfying customers and, Event creation, 525 Facilitators, definition of, 416 Dual adaptation, 610 364–65 Event marketing, 5–6 Facilities for future expansion, Dual branding, 344–45 Empowering, 622 Events and experiences, 524–27 361 Dual compensation, 437 Enablers and integrators, 428 in communications mix, Fad, 74 Dumping, 612 Encirclement attack, 306 478, 492 Fad life cycles, 311 Durability, 327, 330 Encoding, 480 creating experiences, Failures Durable goods, 327 End-user specialist, 309 526–27 customer, 364 Dutch auctions, 402 Energized differentiation, 245 events objectives, 524–25 frequency, 376 Dynamic process model of Engaging events and experi- in marketing public new-product, 570 service quality, 374 ences, 492 relations, 529 Fair play, service quality and, 372 Engineering attributes (EAs), 585 sponsorship decisions, Family brand, 260 Early adopters, 589 Engineering tests on 525–26 Family brand name, 261 Early majority, 589 packaging, 348 Events marketing, 220 Family influencing consumer Earned media, 487, 546 English auctions, 402 Everyday low pricing (EDLP), behavior, 154 Ease of use, 542 Enterprise resource planning 400–401, 457 Family life cycle, 155 Echo Boomers, 219–21 (ERP), 418 Excess plant capacity, 407 Family of orientation, 154

I20 Index Family of procreation, 154 expert opinion, 91 Generations, 219–22 developed vs. developing Farm products, 327 market-test method, 91 baby boomers, 221 markets, 598–602 Fashion life cycles, 311 past-sales analysis, 91 Gen X, 221 direct investment, 605 Fast & Furious 4 (movie), 44 sales force opinions, Millenials (Gen Y), 219–21 evaluating potential markets, Feature improvement, 314 composite of, 91 profiling, 220 602–3 Features, 329 Foreign-based distributors or Silent Generation, 221–22 export, indirect and direct, Feedback agents, 604 Generics, 460 603–4 brand extensions, 264–65 Form, 329 Gen X, 221 globally standardized in business unit strategic Forums, 73, 546–47 Gen Y (Millenials), 219–21, 635 marketing pros and planning, 53–54 Forward buying, 522 Geographical expansion strat- cons, 606 in communications process, Forward flow of activity, 418 egy, 301 how many to enter, 598 480 Forward invention, 609 Geographical pricing, 404 joint ventures, 605 in evaluating sales representa- Four Ps, 25–26 Geographic organization, licensing, 604–5 tives, 559 Fragile-market-share trap, 408 616, 625 regional trade areas and sites, 73 Frames of reference Geographic segmentation, agreements, 602 Feed-forward, 559 competitive, 275–79 214–16 Global organization, 616–16 Feminine dimension, 607 multiple, 282–83 Geographic specialist, 309 Global Positioning System Field value-in-use assessment, Framing, 176–77 Ghost brands, 316 (GPS), 107, 331 199 mental accounting, 176–77 Giant retailers, 452–53 Global pricing strategies, 611–13 Financial accountability, 22 in purchasing/procurement Gifts, 521 counterfeit products, 612–13 Financial analysis, in brand process, 194 Global channel considerations, gray markets, 612 valuation, 257 Franchisees, 450 430–31 price escalation, 611–12 Financial projections, 54–55 Franchise organizations, 433, 450 Global communication transfer prices, 612 Financial risk, 171 Franchising, 450, 604 strategies, 610–11 Global product strategies, Financing, 462 Franchisor, 433, 450 Global distribution 608–10 Finite nonrenewable resources, 81 Fraud, 540 strategies, 613 brand element adaptation, 609 Firms of endearment, 630 Free goods, 521 Global firm, definition of, 596 product adaptation strategies, First entry, 588 Free media, 546 Global industry, definition 608–9 First movers, 312 Free online services, 384–85 of, 596 product standardization, 608 Fishyback, 468 Free samples, 384–85 Globalization, 12, 622 Goal achievement, strategy for, Five-stage model, 166–74 Free trials, 521 Global marketing organization, 50–52 alternatives, evaluation of, Frequency, media selection and, 616–17 See also Strategic formulation 168–70 511–12 export department, 616 Goal formulation, 50 consumer decision making, Frequency programs, 521 global organization, 616–16 Goal incompatibility, 436 173–74 Freud’s theory, 160 international division, 616 Going abroad, deciding on, 597 information search, 167 Frontal attack, 306 Global marketing program, Going-rate pricing, 401 information sources, 167–68 Fulfillment, online, 376 606–13 Goods, 5 postpurchase behavior, Fulfillment management blunders in, 610 See also Product 172–73 process, 34 communication strategies, Government markets, 9, 205–7 problem recognition, 167 Full demand, 8 610–11 Government sector, 356 purchase decision, 170–71 Full-line forcing, 438 distribution strategies, 613 Grassroots marketing, 214 Fixed-amount compensation, Full market coverage, 232–33 marketing adaptation, 607 Gray markets, 612 556 Full-service retailer, 448 pricing strategies, 611–13 Green marketing, 80–83 Fixed costs, 393 Full-service wholesalers, 462 product strategies, 608–10 Greenwashing, 633 Flank defense, 303 Functional hubs, 197 similarities and differences, Gross domestic product Flankers, 263 Functional magnetic resonance 606–7 (GDP), 90 Flanking attack, 306 imaging (fMRI), 108 ten commandments of global Group-discussion method, 91 Flattening, 622 Functional organization, branding, 608 Growth, long-term, 27 Flexible market offering, 231 623, 625 Global markets, 9, 595–619 Growth leaders, 572 Flighting, new product Functional risk, 171 competing in, 595–96 Growth opportunities advertising and, 517 Future demand estimations, country-of-origin effects, corporate strategic planning, Flow, in modern exchange 90–91 614–15 42–47 economy, 8 See also Forecasting going abroad, deciding on, 597 diversification growth, Fluctuating demand, 185 how to enter market, 44–45 Focus, 51, 622 Gain and risk sharing, 200 deciding, 603–6 divesting older businesses, 45 Focus group pricing, 403 marketing organization, downsizing, 45 assessment, 199 Galvanometers, 107 deciding on, 616–17 integrative growth, 43–44 definition of, 199 Games, 521 marketing program, deciding intensive growth, 43 research, 101–2 with brands, 516 on, 606–13 strategic-planning gap, 42 Follow-up, 562 Gap level, 580 markets to enter, deciding Growth-slump-maturity Forced relationships, 577 Gatekeepers in buying which, 597–603 pattern, 310 Forecasting center, 188 Global markets, entering, Growth stage of product life buyers’ intentions, survey Gender in demographic 597–606 cycle, 310, 313 of, 91 segmentation, 217 deciding on how to enter, Guarantees, 349, 360 definition of, 91 General need description, 196 603–6 Guerrilla attack, 306

Index I21 Happenings data, 71 Image seekers, 227 opportunities, 83 International division, 616 Hard-core loyals, 228 Imitator, 307 with services, 370 Internationalization Hard-discount store, 449 Impact, media selection and, in services differentiation, 290 process, 597 Hardware of success, 53 511–12 value, high growth through, International subsidiaries, 616 Harvesting, 315 Implementation controls, 55 278–79 Internet Heart share, 291 Implication questions, 560 Innovators, 226, 589 buzz marketing, 220 Hedonic bias, 163 Implications, in customer per- Inseparability, 359 Central Contractor Heightened attention, 167 ceived value, 126 Installations, 328, 331 Registration database, 207 Heightened competition, 12 Implicit events and Institutional markets, e-procurement, 197–98 Herzberg’s theory, 161 experiences, 492 205–6 improving business Heterogeneous shopping Importance-performance analy- Institutional ties, creating, 143 performance with, 204–5 goods, 327 sis, 367–68 Intangibility, 358–59 in marketing research, 98 Heuristics Importance ratings, 199 Integrated logistics systems online business buying, 197 consumer choice, 170 Impulse goods, 327 (ILS), 464–65 online purchasing by decision, 174–76 Inbound telemarketing, 539 Integrated marketing communi- government markets, 207 definition of, 170 Incentive, 491 cations (IMC), 494 shift in buying patterns Hierarchy-of-effects model, 481 Income, 78 assessing, 496 caused by, 235 High customer value, Income distribution, 78 coordinating media, 495–96 supplier search, 196–97 delivering, 127 Income distribution patterns, 78 definition of, 495 Interstitials, 543 High-end prestige, 263 Income in demographic seg- implementing, 496 Intertype competition, Higher-volume retailers, 456 mentation, 218 Integrated multichannel growth of, 452 High-level management com- Incremental innovation, 569 marketing systems, 433–35 Intervening factors in purchase mittee, 572 Independent audit, 643 Integration of communication decision, 170–71 High-low pricing, 401 India’s developing market, channels, 488 Interviewing, 108–9 High-markup retailers, 456 598, 600 Integration of marketing con- Intimacy in emotional Hiring procedures, 360 Indirect export, 603–4 cepts, 22, 23 branding, 291 Hispanic Americans, 76–77, Individualism, 607 Integrative growth, 43–44 Intrinsic rewards, 558 222–24 Individual marketing, 234–35 Intensive distribution, 425 Introduction stage of product life Historical approach to advertis- Indonesia Intensive growth, 43 cycle, 310, 312–13 ing, 519 developing markets, 598, 601 Interacting with customers, Inventor, 312 Holistic marketing selling to, 188 141–42 Inventory, 467–68 brand equity, 251–52 Industrial economies, 78 Interactive marketing, 365, 478, Inventory-carrying costs, 467 orientation in customer Industrial-goods classification, 492, 540–45 Investment in economic value, 36 327–28 advantages of, 540–41 downturn, increasing, 318 Homogenous shopping goods, Industrializing economies, 78 communication options, 541 Invitation, 491 327 Industry, definition of, 278 disadvantages of, 540–41 Irregular demand, 8 Horizontal channel conflict, Industry convergence, 12 Interbrand valuation method, Irritation in direct 435–36 Industry sales, 90 257–58 marketing, 540 Horizontal marketing systems, Inelastic demand, 185 Intercept interviews, 109 Item, 336 433 Influencer, 188, 227 Interest, in consumer-adoption Household patterns, 77 Influencing in channel process, 589 Jobbers, 421 Hub-and-spoke system, 625 management, 432 Intermediaries in market Job-shop specialist, 309 Hybrid channels, 416–17 Influential word-of-mouth channels, 416 Joint memberships, 437 Hybrid grid, 435 marketing, 492 dependence on Joint-venture co-branding, 344 Hybrid offering, 357 Infomediaries, 171, 439 manufacturer, 436 Joint ventures, 605 Infomercials, 539–40 numbers of, 424–25 Justifying, 622 Ideal method, 47 Information types of, 424 Just-noticeable difference, 341 Ideal self-concept, 157 gathering, 554 Internal branding, 253 Idea manager, 576 marketing of, 6–7 Internal engineering Knowledge, 245 Ideas as market offering, 7 search, 167 assessment, 199 Idea screening, 578–79 sources, 167–68 Internal environment analysis, Labeling, 348–49 Ideas in new-product develop- Informational appeals, 484 49–50 Laddering, 107, 160 ment, 573–79 Information Encumbered, 545 Internal marketing, 365, 623–29 Laggards, 589 creativity techniques, adopt- Information in marketing creative, building, 628–29 Late entry, 588 ing, 577–78 research process organizing marketing Late majority, 589 idea screening, 578–79 analyzing, 100 department, 623–27 Latent demand, 8 interacting with employees, collecting, 110–11 relationships with other Lateral marketing, 578 576–77 value and cost of, 113 departments, 627 Lead generation, 198 interacting with others, Informative advertising, 504 Internal records, 70–71 Lead time, 523 574–76 Ingredient branding, 345–46 databases, 71 Lean manufacturing, 465 studying competitors, 577 In-home tests, 518 data mining, 71 “Learn-feel-do” sequence, Identity media, 529 Initiator, 188, 227 data warehousing, 71 480–81 identity theft, 84 Innovation order-to-payment cycle, 70 Learning, 163 Image differentiation, 290 definition of, 589 sales information Learning curve, 393 Image pricing, 406 diffusion process, 589 systems, 70 Legal behavior, 630

I22 Index Legal issues Macroenvironment analysis, Market-buildup method, 88–89 system, simple, 8–9 in advertising campaign, 510 74–84 Market-centered systems audit, 645 in channel conflict, 438 demographic environment, organization, 627 weaknesses, 647 Legal recourse, 438 75–77 Market-challengers, 299, 305 See also Marketing concepts Legitimate power, 428 economic environment, 77–78 Market-challenger strategies, Marketing activities Leisure-time activities, 79 major forces, identifying, 74 305–7 impact of, 402 Lesbian, gay, bisexual, and natural environment, 80–81, 82 general attack strategy, market share expansion and, transgender (LGBT), 225 of needs, 74 choosing, 306 304 Levels of production, 393 political-legal environment, 84 specific attack strategy, Marketing channels, 415–45 Leveraging secondary sociocultural environment, choosing, 306 channel conflict, 435–38 associations, 252–53 78–80 strategic objective and channel-design decisions, in building brand equity, technological environment, opponent(s), 305–6 422–27 252–53 81, 83–84 Market demand, 85–91 channel integration and in small business, 294 of trends, 74 current, estimating, 88–90 systems, 431–35 Lexicographic heuristic, 170 Macroenvironment forces, 47 expanding total, 301–2 channel-management Licensed product, 261 Macromodel of marketing functions, 86–87 decisions, 427–31 Licensing, 604–5 communication processes, future, estimating, 90–91 definition of, 415 Life-cycle cost, 376 480 more usage, 301–2 e-commerce marketing Life cycle stage Macroscheduling decision, 517 new customers, 301 practices, 438–41 in demographic segmentation, Mail contacts, 108 See also Demand hybrid, 416–17 216–17 Mail questionnaires, 108 measurement importance of, 416 personal factors influencing Maintenance and repair, 328, 331 Market-driving firms, 302 intermediaries in, 416, 424–25 consumer behavior, Major account manager Marketer m-commerce marketing 155–56 (MAM), 555 anticipative, 302 practices, 441–42 Life stage in demographic Major forces, identifying, 74 creative, 302 multichannel, 416–17 segmentation, 217 Major service offering, 357 definition of, 7–8 role of, 418–22 Lifestyle Make or buy new-product entities marketed by, 5–7 service outputs, 422–23 definition of, 157 options, 567–68 frequently asked questions, 26 system, 416 values and, 157–59 Makers, 227 holistic, 36 value networks, 417–18 Likability, 485 Management contracts, 604 master, 36, 37 Marketing communication, Limited-service retailer, 448 Management services, 463 opportunities spotted by, 48 476–500 Limited-service wholesalers, 462 Manages by objectives (MBO), 50 Market-follower strategies, 307 changing environment of, Line extension, 260–61 Manufactured materials and Marketing 476–77 Line-extension trap, 265 parts, 328 action, in marketing plan, effective, developing, 482–90 Line featuring, 341 Manufacturer promotions, 520 55–56 marketing communications Line filling, 341 Manufacturer-sponsored retailer alliances, 51–52 effects, 479 Line modernization, 341 franchise, 433 audit, 643, 644–45 mix, 490–94 Line pruning, 342 Manufacturer-sponsored control, 641 See also Integrated marketing Line stretching, 339–40 wholesaler franchise, 433 controller, 642 communications (IMC) down-market stretch, 340 Manufacturing sector, 356 customer value and, 10, 33–37 Marketing communication two-way stretch, 340 Mapping in channel dashboards, 116–18 process models, 480 up-market stretch, 340 management, 432 environment audit, 644 macromodel, 480 Listening, service quality Market, 8 excellence, 365–66 micromodel of consumer and, 372 broadening, 303 excellence review, 643, 646 responses, 480–82 Lobbying, 527 business vs. consumer, in function audit, 645 response hierarchy, 480–82 Location as retail channel, organizational buying, funnel, 140, 228, 229 Marketing communications 458–59 183–85 future of, 643, 646 budget, establishing, Location pricing, 406 definitions, 39, 40, 85 implementation, 28, 640–41 488–90 Logical resistance, 561 demassification, 536 insights, 26–27, 98 affordable method, 489 Logistic alliances, 51 diversification, 304 intermediaries, 327 communication budget Long tail theory, 235 evolution, 317 management, 5, 25 trade-offs, 490 Long-term memory (LTM), 163 followers, 299, 305 metrics, 114–16, 642 competitive-parity method, Loss-leader pricing, 405 forecast, 87 mix, 25 (See also Four Ps) 489 Lot size, 422 information, 462 network, 20 objective-and-task method, Lovemarks, 291 makers, 439 organizational audit, 644–45 489–90 Low-end entry level, 263 minimum, 86 partner expertise, 98–99 percentage-of-sale method, Lower-volume retailers, 456 modification, 314 personalizing, 135–37 489 Low-interest financing, 405 multiplier, 256 planning process, 15–16 Marketing communications Low-involvement consumer partitioning, 168 practices, trends in, 621–23 mix, 490–94 decision making, 173–74 pioneer, 312 productivity audit, 645 characteristics of, 490–92 Low-markup retailers, 456 potential, 86, 87 program modification, 314 communication results, Low-quality trap, 408 profile, 338 research firms, 99 measuring, 494 Loyalty, 127 shares, 86, 90 sensitivity of demand, 86 modes of communication in, See also Customer loyalty specialization, 234 strategy, 54 478–79 Luxury brands, 334–35 See also specific market types strategy audit, 644 setting, factors in, 492–93

Index I23 Marketing concepts Marketing management tasks, questionnaires, 104, 105 new-product options, 567–68 brands, 10 26–28 sales-effect, 518–19 organizational arrangements, competition, 11 building strong brands, 27 in small businesses, 293 570–73 core, 9–12 capturing marketing insights, in small companies, 98–99 See also New-product definition of, 18 26–27 specific, 100 development demands, 10 communicating value, 27 survey research, 103 Market offerings, shaping, 27 holistic, 18–19 connecting with system, 97–99 Market opportunity analysis integrated marketing, 20–21 customers, 27 technological devices, 107 (MOA), 49 internal marketing, 21 creating successful long-term Marketing research plan, devel- Market-penetration index, 86 marketing channels, 11 growth, 27 oping, 100–110 Market-penetration pricing, marketing environment, 11 delivering value, 27 behavioral research, 103 389–90 needs, 9–10 implementing marketing contact methods, 107–10 Market penetration strategy, 301 offerings, 10 plan, 28 data sources, 100 Market-penetration strategy, 43 performance marketing, 22, 24 shaping market offerings, 27 experimental research, 103–4 Marketplaces, 9, 17–24 positioning, 10 strategies and plans, research approaches, 101–3 Market productivity, measuring, product, 18 developing, 26 research instruments, 104–7 114–18 production, 18 Marketing-mix modeling, 116 sampling plan, 107 marketing dashboards, relationship marketing, 20 Marketing-mix strategy, 231 Marketing research process, 116–18 right and wrong, 19 Marketing opportunity 99–114 marketing metrics, 114–16 satisfaction, 10 definition of, 48 analyzing information, 100 marketing-mix modeling, 116 segmentation, 10 evaluating, 49 barriers to use of, Market segmentation, 10, selling, 18 spotted by marketers, 48 overcoming, 112, 113 213–31 supply chain, 11 See also SWOT analysis collecting information, 110–11 behavioral, 227–29 target markets, 10 Marketing plan decision alternatives, 99–100 brand valuation, 257 value, 10 components of, 54–55 defining the problem, 99 demographic, 216–25, 230 wants, 9–10 criteria, 55 developing research plan, geographic, 214–16 See also Marketing definition of, 36, 54 100–110 levels of, 233 Marketing decision support developing, 26 make decisions, 111, 112 psychographic, 225–27 system (MDSS), 112 implementing, 28 objectives, 100 variables, 215, 230–31 Marketing in economic marketing action and, 55–56 present findings, 111 See also Market targeting downturn, 318 relationships in, role of, 55 Marketing resource manage- Market-sensing process, 34 brand and product offerings, research in, role of, 55 ment (MRM) software, Market share, 291 fine-tuning, 320 tactical, 37 640, 641 budget decisions and, 505 budget allocations, reviewing, See also Strategic marketing Market leaders, 299 increasing, 304–5 319 plan Market leader strategies, maximum, 389–90 customers, getting closer to, Marketing public relations 299–305 protecting, 302–4 318–19 (MPR), 527–30 expanding total market Market-skimming pricing, 390 increasing investment, decisions in, 528 demand, 301–2 Marketspaces, 9 exploring upside of, 318 effectiveness of, measuring, increasing market share, Market targeting, 231–36 value proposition, compelling, 529–30 304–5 criteria, 231–32 319–20 messages and vehicles, against price discounter, ethical choice of market Marketing information system choosing, 528–29 300–301 targets, 235–36 (MIS) objectives, establishing, 528 protecting market share, evaluating and selecting components of, 67 tools in, 529 302–4 market segments, 232–36 definition of, 69 vehicles, 528–29 Market logistics, 464–69 full market coverage, 232–33 internal records in, 70–71 Marketing research decisions, 466–69 individual marketing, 234–35 macroenvironment analysis approaches, 101–3 definition of, 464 multiple segment and, 74–84 causal, 100 integrated logistics systems, specialization, 234 marketing intelligence system communication-effect, 518 464–65 single-segment concentration, and, 71–74 conducting, 97–121 inventory, 467–68 234 Marketing innovation, 45–47 definition of, 98 objectives, 465–66 steps in, 231–32 in corporate and division descriptive, 100 order processing, 466–67 threats, 232 strategic planning, 45–47 exploratory, 100 organizational lessons, 469 Market testing, 585–88 dimensions of, 46–47 focus group research, 101–2 transportation, 468–69 business-goods testing, Marketing in practice, 15–17 good, characteristics of, 113 warehousing, 467 587–88 CMOs, 17 instruments, 104–7 Market-management organiza- consumer-goods market in organization, 17 in marketing plan, 55 tion, 627 testing, 586–87 planning process, 15–16 market productivity and, Market-nichers, 299 Market-test method, 91 Marketing intelligence, 71–74 measuring, 114–18 Market-nicher strategies, Markup pricing, 396–97 acting on, 73–74 observational research, 101 308–10 Masculine dimension, 607 collecting, on Internet, 72–73 pretest, in advertising Market offerings, new, 567–93 Maslow’s theory, 160–61 communicating, 73–74 campaign, 518 consumer-adoption process, Mass communication channels, improving quantity and quality process, 99–114 589–90 487–88 of, 72 qualitative measures, 104, new-product development, Mass customization, 328 system, 71–73 106–7 568–70 Mass marketing, 233

I24 Index Master brand, 260 Metamarkets, 9 Multiple-stage campaigns, 495 New-task buying situations, 186 Master franchisees, 430 Metamediaries, 9 Multiple-vehicle campaigns, 495 New technology, 204–5 Materials and parts, 327–28 Microenvironment forces, 47 Multitasking, 158 Niche marketing, 234 Matrix-management Micromodel of consumer Mutual services and Niche specialist roles, 309 organization, 627 responses, 480–82 responsibilities, 426 Noise, 480 Maturity stage of product life Microscheduling decision, 517 Mystery in emotional Noncompensatory models of cycle, 310, 313–14 Microsites, 542 branding, 291 consumer choice, 170 marketing program Middle-market retailers, decline Nondurable goods, 327 modification, 314 of, 452 NAFTA, 602 Nonexistent demand, 8 market modification, 314 Millenials (Gen Y), 219–21, 635 Naked solution, 231 Nonexpansible market, 86 product modification, 314 Mind mapping, 578 Narrative branding, 292 Nonpeak demand, 361 Mavens, 551 Mind share, 291 Nation-dominant hierarchy, 168 Nonpersonal communication Maximum current profit, 389 Missionary, 553 Natural environment, 80–81, 82 channels, 487–88 Maximum market share, 389–90 Mission statements, 38–39 Natural products, 327 Nonprofit markets, 9 Maximum market skimming, 390 Mixed bundling, 344 Nature, views of, 79 Nonprofit pricing objectives, 390 M-commerce marketing Mobile commerce Near-zero inventory, 468 Nonstore retailing, 449 practices, 441–42 (m-commerce), 441–42 Need Nonsurviving pioneers, 313 Measurable segments, 231 Mobile defense, 303–4 in behavioral segmentation, North American Industry Media Mobile marketing, 543–45 227 Classification System allocation, 518 Mobile Newbies, 545 family, 336 (NAICS), 88–89 coordination, 495–96 Models of brand equity general need description, 196 for direct marketing, 539–40 BrandAsset® Valuator, 245–46 level, 580 Objective-and-task method, earned, 546 brand resonance, 246, macroenvironment, 74 489–90 free, 546 248–49 met by service offerings, 357 Objectives of service identity, 529 BrandZ, 246 as motives, 160 offerings, 357 timing, 517–18 Modified rebuy, 186 Need-payoff questions, 560 Observational research, 101 types, profiles of, 513 Money-constrained Needs-based segmentation, 231 Occasion segmentation, 228 vehicles, 516–17 consumers, 158 Negative demand, 8 Occupation, influence on Media Movers, 545 Monitoring, 622 Net price analysis, 405 consumption patterns, 156 Media selection, 510–19 Monitoring systems, 367–68 Network information Offices of manufacturers/ advertising effectiveness, Morphological analysis, 577 technology, 12 retailers, 462 evaluating, 518–19 Most valuable customers Network marketing, 449 Office staff, 554 alternate advertising options, (MVCs), 137 Neuromarketing, 108 Off-invoice, 521 512–16 Motivating sales representa- New contexts, 578 Off-list, 521 choosing among major media tives, 558–59 New entrants, threat of, 232 Off-price retailer, 449 types, 512 intrinsic vs. extrinsic New-market segment Offset, 404 media allocation, 518 rewards, 558 strategy, 301 Offshoring, 78 media timing, 517–18 sales quotas, 558–59 New-offering realization Off the Network, 545 media types, profiles of, 513 Motivation, 160–61 process, 34 On-air tests, 518 media vehicles, selecting Freud’s theory, 160 New-product department, 572 One-level channel, 421 specific, 516–17 Herzberg’s theory, 161 New-product development, One-to-one marketing, 137 reach, frequency, and impact, Maslow’s theory, 160–61 567–93 Online business buying, 197 511–12 Motive, definition of, 160 business analysis, 583 Online buzz marketing, 220 Mediation, 437–38 MRO goods, 328 commercialization, 588 Online communities and forums, Megatrend, 74 Multichannel conflict, 435–36 concept to strategy, 579–84 546–47 Membership groups, 153 Multichannel marketing, 416–17 customer tests, 585 Online contacts, 109–10 Memory, 163–66 integrated systems, 433–35 development, 585–88 Online travel agents, 370 encoding, 165 Multicultural marketing failures, 570 Operating segmentation processes, 165–66 African Americans, 224 ideas, 573–79 variables, 230 retrieval, 165, 166 Asian Americans, 224–25 innovation imperative, 568–69 Operating supplies, 328 Mental accounting, 176–77 Hispanic Americans, 222–24 market testing, 585–88 Opinion leader, 153, 551 Merchandise managers, 455 lesbian, gay, bisexual, and organizational arrangements, Opportunism in business Merchandising conglomerate, transgender (LGBT), 225 570–73 relationships, 203–4 450 Multilevel in-depth selling, 193 physical prototypes, 585 Opportunity and threat analysis, Merchants, definition of, 416 Multilevel selling, 449 process, 573–88 48–49 Merchant wholesalers, 462 Multiple bases, 229 successes, 569–70 Opportunity space, 574 MERCOSUR, 602 Multiple-factor index method, New-product failure, 570 Optimal market share, 304 Merging, 622 89–90 New product launch, 527 Optimism bias, 176 Message Multiple frames of reference, New-product managers, 572 Optional-feature pricing, generation in advertising 282–83 New-product options, 567–68 342–43 campaign, 506–7 Multiple niching, 309 make or buy, 567–68 Ordering ease, 331 in marketing public relations, Multiple segment types of new products, 568 Order processing, 466–67 528–29 specialization, 234 New-product success, Order-processing costs, 467 source, 485–86 Multiple-sponsor 569–70 Order quantity, optimal, strategy, 484 co-branding, 344 News, 529 467–68

Index I25 Order/reorder point, 467 structural design of, 348 Personal influence, 590 Political-legal environment, 84 Order-routine specification, 201 testing, 348 Personal information sources, 167 business legislation, increase Order taker, 553 Paid search, 542 Personal interaction, 492 in, 84 Order-to-payment cycle, 70, Parallel entry, 588 Personal interviewing, 109 special interest groups, 466–67 Parent brand, 260 Personality growth of, 84 Organic growth, 567 Partial cost recovery, 390 definition of, 156 Pooling of individual Organic products, 633 Participants in business buying influencing consumer estimates, 91 Organization, 6 process, 188–93 behavior, 156–57 Population age mix, 75, 76 components of, 45 buying center, 188–89 Personalizing marketing, 135–37 Population growth, in corporate and division buying center influences, Personal selling, 560–62 worldwide, 75 strategic planning, 45 189–90 in consumer-goods Porter’s generic strategies, 51 marketing in, 17 targeting firms, 191–92 marketing, 493 Position defense, 303 views of, 78–79 targeting within business definition of, 478 Positioning, definition of, 276 Organizational buying, 183–88 center, 192–93 qualities, 492 See also Brand positioning business market vs. consumer Partner relationship relationship marketing, 562 Positioning statement, 506 market, 183–85 management (PRM), 52 six steps in, 561–62 Positivity illusion, 176 buying situations, 185–87 Part-time employees, 361 Personal word-of-mouth Postpurchase systems buying, 187 Past-sales analysis, 91 marketing, 492 actions, 172 systems selling, 187–88 Patronage awards, 521 Personas, 112 behavior, 172–73 Organizational culture Payment equity, 375 Persons, marketing through, 6 satisfaction, 172 in corporate and division Payment terms, longer, 405 Persuasive advertising, 505 services, 457 strategic planning, 45 Pay-per-click ads, 542 Pervasiveness, 490 uses and disposal, 172–73 Organizing internal marketing Peak-time efficiency, 361 Physical attractiveness, 542 Postsale service strategy, 377 department, 623–27 Penetrated market, 85 Physical evidence, 358 customer-service evolution, functional organization, People, in new four Ps, 25 Physical risk, 171 377–78 623, 625 People-based services, 357 Piggyback, 468 customer-service imperative, geographic organization, 625 Perceived risk, 171 Pioneer advantage in product 378 market-management Perceived services, 373 life cycle, 312–13 Potential market, 85 organization, 627 Perceived value, 580 Place, in old four Ps, 25 Potential product, 326 matrix-management Perceived-value pricing, 398–99 Place advertising, 512–15 Power distance, high vs. low, 607 organization, 627 Percentage-of-sale method, 489 billboards, 512–13 Power grid, 245, 247 product- or brand-manage- Perception, 161–62 point of purchase, 514–15 Preemptive cannibalization, 265 ment organization, 625–27 differences in, 436 product placement, 514 Preemptive defense, 303 Organizing new-product selective attention, 162 public spaces, 513–14 Premiums, 521 development, 570–73 selective distortion, 162 Place marketing, 6 Prepurchase services, 457 budgeting for new-product selective retention, 162 Planned contraction, 304 Presentation, service quality development, 571–72 subliminal, 162 Podcasts, 204, 205, 543 and, 358 cross-functional teams, 572 Perceptual maps, 283–84 Point-of-purchase (P-O-P) Press relations, 527 decision process, 573 Performance definition of, 514–15 Price organizing new-product in new four Ps, 26 displays and demonstration, allowances, 404–5 development, 572–73 quality, 131, 329 521 changes by competitors, stage-gate systems, review, 201 Points-of-difference (PODs), 409–10 572–73 Performance marketing, 22, 24 280–85 cuts, initiating, 407–8 Orphan brands, 316 financial accountability, 22 brand mantras, 284–85, 286 cutting traps, 408 Others social responsibility category membership, 287–88 discounts, 404–5 self-concept, 157 marketing, 22, 23 choosing, 283–84 discrimination, 406, 407 views of, 78 Periodic audit, 643 communicating, 288–89 elasticity of demand, 392 Outbound telemarketing, 539 Peripheral cues, 173 criteria, 280 endings, 388 Out-of-home advertising. See Peripheral route, 173 definition of, 280 escalation, 611–12 Place advertising Perishability, 361 multiple frames of reference, experiments, 392 Out-of-pocket costs, 376 Permission marketing, 136–37 282–83 impact on other parties, 403 Outsourcing, 622 Personal characteristics in straddle positioning, 283 indifference band, 392 Overdemand, 408 segmentation, 230 vs. points-of-parity, 281–82 in old four Ps, 25 Overfull demand, 8 Personal communications Points-of-parity (POPs), 280–85 packs, 521 Overhead, 393 channels, 486–87 brand mantras, 284–85, 286 policy, 426 Overseas sales branch or Personal contacts, 109 category, 280–81 pressures in supplier subsidiary, 604 Personal factors influencing choosing, 283–84 selection, 199–200 Overwhelmed segment, 227 consumer behavior, 155–59 communicating, 288–89 as retail channel, 456–57 Ownership of service age and stage in life cycle, competitive, 281 sensitivity, 390–91 offerings, 357 155–56 definition of, 280 Price, adapting, 403–7 lifestyle and values, 157–59 multiple frames of reference, differentiated pricing, 406–7 Packaging, 346–48 occupation and economic 282–83 geographical pricing, 404 color wheel of, 347 circumstances, 156 straddle positioning, 283 price allowances, 404–5 as marketing tool, 346 personality and self-concept, vs. points-of-difference, price discounts, 404–5 objectives, 347 156–57 281–82 promotional pricing, 405

I26 Index Price, selecting final, 402–3 nonprofit and public modification, 314 maturity stage, 313–14 company pricing policies, organization objectives, 390 offerings, fine-tuning, 320 pioneer advantage, 312–13 402–3 product-quality leadership, 390 pioneer, 312 stage, 493 gain-and-risk-sharing survival, 389 placement, 514 style, fashion, and fad life pricing, 403 Primal branding, 292 planning, marketing plan and, cycles, 311 impact of other marketing Primary activities in value 54–55 summary of, 317 activities, 402 chain, 34 product-line specialist, 309 Product line, 336 impact of price on other Primary data, 100 publicity, 527 analysis, 337–39 parties, 403 Primary demand, 86 quality, 131–32 market profile, 338 Price increases Primary groups, 153 specialization, 234 pricing, 342 avoiding, approaches for, 409 Primary packaging, 346 specification, 196 sales and profits, 337–38 competitors, responding to, Primary service options, 368–69 substitutability, budget Product-line length, 339–42 409–10 Primary service package, 369 decisions and, 505 line featuring, 341 initiating, 408–9 Prime contractors, 187 systems and mixes, 336–37 line filling, 341 markup pricing, 396–97 Principle of congruity, 486 teams, 626 line modernization, 341 profits before and after, 408 Print ads, 507–9, 518 variant, 336 line pruning, 342 stealth, 403 Privacy, 84, 376, 540 variety, 423 line stretching, 339–40 Price-off, 521 Private aviation, 370 warranties, 521 Product-management Price-quality inferences, 388 Private carrier, 468 Product assortment organization, 625–27 Price setting, 389–403 Private exchanges, 197 must-haves, 455 Product-market type, 492–93 analyzing competitor’s costs, Private label brand, as retail channel, 454–55 Product mix prices, and offers, 395 definition of, 459 Product-bundling pricing, 344 definition of, 336 determining demand, 390–92 Private labels, 459–61 Product classifications, 327–28 dimensions, 336–37 estimating costs, 392–95 role of, 460 consumer-goods Product-mix pricing, 342–44 pricing objective, selecting, success factors, 460 classification, 327 by-product pricing, 343–44 389–90 threat, manufacturer’s durability, 327 captive-product pricing, 343 selecting final price, 402–3 response to, 461 industrial-goods classification, optional-feature pricing, selecting pricing method, top 10, of 2009, 459 327–28 342–43 395–402 Private nonprofit sector, 356 tangibility, 327 product-bundling pricing, 344 summary of steps in, 389 Privatization, 12 Product-development product-line pricing, 342 Price/value customers, 422 Prizes, 521 strategy, 43 two-part pricing, 343 Price-war trap, 408 PRIZM clusters, 215–16 Product differentiation, 329–30 Product-penetration Pricing Proactive marketing, 302–3 conformance quality, 329–30 percentage, 87 adapting the price, 403–7 Problem detection method, 47 customization, 329 Product-positioning map, 580 competitor’s price changes, Problem questions, 560 durability, 330 Product-quality leadership, 390 responding to, 409–10 Problem recognition, 167, 196 features, 329 Product strategy, 325–53 consumer psychology and Process form, 329 co-branding, 344–45 pricing, 386–88 in customer perceived performance quality, 329 design, 332–33 methods of pricing, 386 value, 126 reliability, 330 ingredient branding, 345–46 price cuts, initiating, 407–8 elements in, 480 repairability, 330 labeling, 348–49 price increases, initiating, models, 480 style, 330 packaging, 346–48 408–9 in new four Ps, 25 Product-feature specialist, 309 product characteristics, 325–27 pricing environment, Procurement Product-form pricing, 406 product classifications, changing, 384–86 process, 193–95 Production 327–28 setting the price, 389–403 as retail channel, 455–56 accumulated, in estimating product differentiation, understanding, 383–88 Product, 5 costs, 393–94 329–30 See also Global pricing adaptation, 608–9 concepts, 18 product hierarchy, 336 strategies alliances, 51 levels of, in estimating product-line analysis, 337–39 Pricing collaborations, 51 category interest, 527 costs, 393 product-line length, 339–42 Pricing method, selecting, characteristics, 325–27 Productivity of sales product-mix pricing, 342–44 395–402 class, 336 representatives, 557–58 product systems and mixes, auction-type pricing, 401–2 companies, service strategies prospect call, norms for, 557 336–37 going-rate pricing, 401 for, 377 sales technology, 558 services differentiation, markup pricing, 396–97 definition of, 325 sales time, efficient use of, 330–32 perceived-value pricing, definitions, 39, 40 557–58 warranties and 398–99 encountering public Product life cycle (PLC) guarantees, 349 target-return pricing, 397–98 problems, 528 budget decisions and, 505 Product-support services, value pricing, 399–401 family, 336 critique of, 317 375–78 Pricing objective, selecting, in four Ps, 25 curves, 310–11 customer needs, identifying 389–90 hierarchy, 336 decline stage, 314–16 and satisfying, 376–77 maximum current profit, 389 imitation, 307 evidence for, 316–17 e-service quality, maximum market share, innovation, 307 growth stage, 313 assessing, 376 389–90 invention, 609 introduction stage, 312–13 postsale service strategy, 377 maximum market skimming, manager, 572, 626 market evolution, 317 service strategies for product 390 map, 338 marketing strategies, 310–18 companies, 377

Index I27 Product value analysis Public relations (PR) self-service technologies, supplier-customer, 184 (PVA), 196 definition of, 527 incorporating, 375 See also Business-to-business Professional purchasing, 185 functions of PR of service, 131–32 customer relationships Profitability control, 641, 642 department, 527 service-quality model, Relationship-specific Profits, maximum current, 389 See also Marketing public 373–74 adaptations, 203 Profits and sales, 337–38 relations (MPR) standards of, 366 Relative advantage, 590 Profittiers, 366–67 Public service activities, 529 total, marketing and, 132 Relevance, 245 Program Public spaces, 513–14 Quality function deployment Relevant events and formulation, 53 Pull strategy, 416 (QFD), 585 experiences, 492 implementation, 53 Pulsing, new product advertising Quality-price specialist, 309 Reliability, 330 multiplier, 255, 256 and, 517 Questionnaires, 104, 105 online, 376 in new four Ps, 25 Purchase decision, 170–71 dos and don’ts, 104, 105 in service quality, 372, 374 Projective techniques, intervening factors, 170–71 mail, 108 in services differentiation, 290 106, 160 noncompensatory models of online, 109 Reminder advertising, 505 Promoting, wholesale, 462 consumer choice, 170 types of questions in, 105 Repairability, 330 Promotion, 523 Purchase intention, 581 Quick response systems Repositioning mature in old four Ps, 25 Purchase occasions, 581 (QRS), 331 product, 527 Promotional alliances, 51 Purchase probability scale, 91 Representativeness Promotional pricing, 405 Purchasing Race in demographic heuristics, 175 Promotion cost, marketing approaches in segmentation, segmentation, 222–25 Research. See Marketing public relations and, 528 230 African Americans, 224 research Promotion tools frequency, 581 Asian Americans, 224–25 Research and development business, 522 process, 193–95 Hispanic Americans, 222–24 (R&D) budgets, 84 consumer, 520, 521 professional, 185 lesbian, gay, bisexual, and Reservation systems, 361 marketing public upgrading of, 194 transgender (LGBT), 225 Resilience in services relations, 529 Pure bundling, 344 Racial diversity, 76–77 differentiation, 290 sales force, 522, 523 Pure-click companies, 439–40 Radio ads, 509 Resonance, 249 trade, 520, 521–22 business-to-business Radio frequency identification Response, 480 Properties, 6 e-commerce, 439–40 (RFID) systems, 455 Response hierarchy model, Proposal solicitation, 198 e-commerce success factors, Rapid phototyping, 580 480–82 Prospect call, norms for, 557 439 Raw-material-exporting Response in personal selling, 492 Prospecting, 554 “Pure Play” auction sites, 196–97 economies, 78 Responsive anticipation, 302 Prospect theory, 177 Pure service offering, 357 Raw materials, 327–28 Responsiveness, service quality Protecting market share, 302–4 Pure tangible good, 356 Reach, media selection and, and, 372 defensive marketing, 303–4 Push strategy, 416 511–12 Results data, 71 proactive marketing, Reactive response, 302 Retail co-branding, 344 302–3 Qualified available market, 85 Real positioning, 170 Retailer Psychic proximity, 602 Qualitative measures, 104, Rebates, 521 cooperative, 433, 450 Psychogenic needs, 160 106–7 Receiver in communication corporate retailing, 450 Psychographics, 225 brand personification, 107 process, 480 definition of, 447 Psychographic segmentation, laddering, 107 Recovery, service quality franchising, 450 225–27 projective techniques, 106 and, 372 nonstore retailing, 449 Psychological discounting, 405 pros and cons of, 104 Recruiting/selecting sales product version, 609 Psychological life-cycle visualization, 106 representatives, 556–57 promotions, 520 stages, 155 word associations, 106 Red-ocean thinking, 278 store retailers, 448–49 Psychological processes, key, Quality Reduced-price pack, 521 types of, 448–50 160–66 control, 360 Reduction of discounts, 408 Retail health clinics, 370 emotions, 163 credence, 357 Reengineering, 622 Retailing, 447–59 learning, 163 customer expectations, Reference groups influencing channels (See Retailing memory, 163–66 managing, 373–75 consumer behavior, channels) motivation, 160–61 determinants of, 374 153–54 innovative retail perception, 161–62 e-service, 376 Reference prices, 387–88 organization, 448 Psychological repositioning, 170 functional, 365 Referent power, 428 marketing decisions, 453–54 Psychological resistance, 561 gaps in, 373–74 Regional product version, 609 new environment of, 451–53 Psychological risk, 171 impact of, 131–32 Regional shopping vs. wholesaling, 461–62 Public improvement, 314, 372 centers, 459 Retailing channels, 454–59 definition of, 527 managing, 370–75 Regional trade areas and communications, 458 direct marketing marketing excellence, agreements, 602 location, 458–59 issues, 539 achieving, 365–66 Reinforcement advertising, 505 prices, 456–57 information sources, 167 marketing tools for, 358 Relationship marketing in procurement, 455–56 Publications, 529 market share expansion personal selling, 562 product assortment, 454–55 Publicity, 478, 491, 527 and, 304 Relationships services, 457 Public organization pricing measuring dimensions of business partner, 202 store activities and objectives, 390 service, 371, 372 buyer-supplier, 202–3 experiences, 457–58 Public relations, 478, 491 of product, 131–32 in marketing plan, 55 store atmosphere, 457

I28 Index Retail sector, 356 consumer promotion tools, Segment rivalry, threat of, 232 Service-firm-sponsored retailer Retail store, definition of, 447 selecting, 520 Selective attention, 162 franchise, 433 Retail transformation, 12–13 decisions in, 519 Selective distortion, 162 Service/quality customers, Retention, 268 definition of, 519 Selective distribution, 425 422 Return on investment (ROI), 50 objectives, 519, 520 Selective retention, 162 Service-quality model, Returns, 331–32 program, 522–24 Selective specialization, 234 373–74 Reverse assumption trade promotion tools, Self, views of, 78 Services differentiation, 290, analysis, 577 selecting, 520, 521–22 Self-concept influencing 330–32 Reverse auction, 13 vs. advertising, 519–20 consumer behavior, 156–57 customer consulting, 331 Reverse-flow channels, 421 Sales representatives, Self-liquidating premium, 521 customer training, 331 Reward power, 428 556–60 Self-selection retailer, 448 delivery, 331 RFM formula, 71, 538 evaluating, 559–60 Self-service retailer, 448 installation, 331 Rights, channel conflict and, 436 motivating, 558–59 Self-service technologies maintenance and repair, 331 Risk positions, 553 (SSTs), 375 ordering ease, 331 analysis, 54–55 productivity of, 557–58 Seller’s international marketing returns, 331–32 bearing, 462 recruiting and selecting, headquarters, 613 Services marketing, 365 in business relationships, 556–57 Selling, 462, 554 best practices of top service 203–4 training and supervising, 557 Sell-in time, 523 companies, 366–68 gain sharing and, 200 See also Sales force Sender in communication differentiating services, Role Sales-wave research, 586 process, 480 368–70 channel conflict and, 436 Same-company co-branding, Sensuality in emotional excellence in, 365–66 definition of, 154 344 branding, 291 types of, 365 Roving Nodes, 545 Samples, 521 Servant leadership, service Servicing, 554 Running costs, 467 Sample size, 107 quality and, 372 SERVQUAL scale, 374 Russia’s developing markets, Sampling Service, 355–81 Setup costs, 467 598, 600 plan, 107 alliances, 51 Shallow-pockets trap, 408 procedure, 107 backup, 423 Shared services, 361 Sales unit, 107 blueprint, 360 Shareholder value, 42, 115, 140, assistants, 558 Satisfaction, definition of, 128 channel, 418 246, 255–56, 476 budget, 87 Satisfied sippers, 227 characteristics of, 358–61 Share of advertising calls, multiple, 185 Satisfiers, 161 complementary, 361 expenditures, 519 channel, 418 Savings, 78 contracts, 377, 405 Share of consumers’ minds and contests, 523 Savvy shoppers, 227 customer relationship, shift- hearts, 519 information systems, 70 Scalloped product life ing, 362–65 Share of market, 519 marketing exchange, cycle, 311 definition of, 327, 356 Share of voice, 519 hypothetical, 554 Scenario analysis, 45 delivery of, unsuccessful, 373 Share of wallet, 141 metrics, 642 Scientific method, 113 dependability, 376 Share-penetration index, 87 profits and, 337–38 Sealed-bid auctions, 402 design, service quality and, Shifting loyals, 228 quota, 87 Search dynamics, 167–68 372 Shill marketing, 551 quotas, 558–59 Search engine optimization, 542 differentiating, 368–70 Shipping packaging, 346 technology, 558 Search options in interactive dimensions, measuring, Shopper marketing, time, efficient use of, 557–58 marketing, 542 371, 372 growth of, 453 volume, alternate ways to Secondary associations, equipment-based, 357 Shopping goods, 327 increase, 315 leveraging expected, 373 Shopping strips, 459 Sales-effect research, 518–19 in building brand equity, facilitating, 377 Short-term memory Sales force, 553–60 252–53 government sector, 356 (STM), 163 compensation, 556 in small business, 294 guarantees, 360 Silent Generation, 221–22 contractual, 555 Secondary beliefs, 79 innovation with, 370 Simulated test marketing, 586 direct, 555 Secondary data, 100 marketing, 5, 365 Single niching, 309 inside salespeople, 558 Secondary groups, 153 nature of, 355 Single-segment objectives and strategies, Secondary packaging, 346 offerings, 356–57 concentration, 234 554–55 Secondary service options, options, primary and Situational factors in opinions, composite of, 91 368–69 secondary, 368–70 segmentation, 230 promotion, 519 Second-mover advantage, 312 people-based, 357 Situation analysis, 54 promotion tools, 522, 523 Second-tier contractors, 187 perceived, 373 Situation questions, 560 size, 556 Security, online, 376 product-support, 375–78 Six steps in personal selling, structure, 555 Segment acid test, 231 quality, managing, 370–75 561–62 See also Sales Segmentation. See Market quality of, 131–32 closing, 561–62 representatives segmentation as retail channel, 457 follow-up and maintenance, Salesmen, 551 Segmentation, targeting, sector channels, 421–22 562 Sales promotion, 478, 491, positioning (STP), 34 shared, 361 overcoming objections, 561 519–24 Segment attractiveness, 231 specialist, 309 preapproach, 561 business/sales force Segment identification, 231 unsuccessful delivery of, presentation and promotion tools, selecting, Segment positioning, 231 373–74 demonstration, 561 522, 523 Segment profitability, 231 value-augmenting, 377 prospecting and qualifying, 561

Index I29 Skepticism in marketing Special interest groups, growth Strategic formulation, 50–52 Surveys research process, 113 of, 84 Porter’s generic strategies of buyer intentions, 91 Skunkworks, 572 Specialist buyers, 455 and, 51 consumer, 523 Slotting fee, 460 Specialized wholesalers, 462 strategic alliances and, direct questions, 199 Small businesses Specialty advertising, 523 51–52 estimating demand curves, 391 brand positioning for, 293–94 Specialty goods, 327 Strategic group, 51 research, 103 definition of, 191 Specialty-line marketing Strategic justification, 437 Survival, 389 opportunities and challenges research firms, 99 Strategic marketing plan Survival-age distribution, 583 of, 192 Specialty store, 449 business unit, 47–54 Survivors, 227 Social channels, 487 Specific-customer specialist, 309 corporate, 37–47 Sustainability, 633–34 Social classes, 153 Specific investments, 203–4 definition of, 36–37 Swag, 384–85 Social-cultural forecasts, 74 Specific marketing research, 100 division, 37–47 Sweepstakes, 521 Social factors influencing Speeches, 529 role of, in customer value, Switchers, 228 consumer behavior, Spiral development process, 573 36–37 SWOT analysis, 48–50 12–14, 153–55 Split loyals, 228 Strategic objective and external environment analysis, family, 154 Sponsorship opponent(s), 305–6 48–49 reference groups, 153–54 activities, 526 Strategic-planning gap, 42 internal environment analysis, social roles and status, 154, in marketing public relations, Strategic withdrawal, 304 49–50 155 529 Strategy, definition of, 51 See also Marketing opportunity Social issues in advertising programs, 525 Street teams, 221 Syndicated-service research campaign, 510 Sponsorship decisions, 525–26 Strengths and weaknesses firms, 99 Socially responsible business events, choosing, 525 analysis, 49–50, 52 Systematic audit, 643 models, 634 sponsorship activities, Strivers, 227 Systems buying, 187 Socially responsible marketing, measuring, 526 Student ambassadors, 220 Systems contracting, 187 629–40 sponsorship programs, Style, 330 Systems selling, 187–88 cause-related marketing, designing, 525 Style improvement, 314 634–38 Sports marketing, 220 Style life cycles, 311 Table of contents, 54 corporate social responsibility, Spot markets, 197 Sub-brand, 260, 261 Tactical marketing plan, 37 630–34 Sprinkler approach, 598 Subcultures Tangibility, 327 firms of endearment, 630 Stage-gate systems, 572–73 definition of, 153 Tangible good socially responsible business Stakeholder-performance existence of, 80 with accompanying models, 634 scorecard, 116 Subliminal perception, 162 services, 356 social marketing, 638–40 Stand-alone stores, 459 Subsistence economies, 78 pure, 356 Social marketing, 638–40 Standardized marketing Substantial segments, 231 service quality and, 372 Social media, 546–49 program, 606 Substitute products, threat of, Target audience, identifying, 482 Social media in word of mouth, Standards of service quality, 366 232 Target costing, 394 546–49 Statistical analysis, 392 SUCCESS, 165 Target groups, 527 blogs, 547–48 Statistical demand analysis, 91 Successive sets in consumer Targeting, 554 online communities and Status, definition of, 154, 155 decision making, 167–68 behavioral, 146 forums, 546–47 Stealth marketing, 551 Supermarket, 449 within business center, social networks, 548 Stealth price increases, 403 Superordinate goals, 437 192–93 using, 548–49 Stock-keeping unit, 336 Supersegment, 234 firms, 191–92 Social networks, 254, 255, 548 Stockless purchase plans, 201 Superstore, 449 See also Market targeting Social responsibility behavior, Storage warehouses, 467 Supervising sales representa- Target market 630, 632–33 Store activities/experiences as tives, 557 definition of, 10, 85 Social responsibility marketing, retail channel, 457–58 Supplier-customer relationship, definitions, 39 22, 24 Store atmosphere as retail 184 direct mail, 538 Social risk, 171 channel, 457 Supplier-evaluation model, 198 Target-return pricing, 397–98 Social roles/status influencing Store retailers, 448–49 Supplier partnering, 622 Teamwork, service quality consumer behavior, 154, 155 Store within larger store, 459 Suppliers, number of, 200–201 and, 372 Social stratification, 153 Storytelling, 292 Supplier search, 196–98 Tech Indifferent, 545 Society, views of, 79 Straddle positioning, 283 e-procurement, 197–98 Technical people, 554 Sociocultural environment, 78–80 Straight extension, 608 lead generation, 198 support, 558 core cultural values, 79 Straight rebuy, 185 Supplier selection, 198–201 Technician, 553 subcultures, existence of, 80 Strategic alliances, 51–52 number of suppliers, 200–201 Technology, 81, 83–84 views, 78–79 Strategic blueprint, 574 price pressures, overcoming, change, accelerating Software of success, 53 Strategic business units (SBUs) 199–200 pace of, 83 Solution selling, 200 characteristics of, 41 Supplies, 328 innovation opportunities, 83 Solution vendor, 553 establishing, 39–42 Supply chain, 35 in marketing research, 107 Sourcing strategy, 50 resources assigned to, 42 Supply chain management R&D budgets, 84 South Africa’s developing mar- Strategic concept, 366 (SCM), 418, 464 regulation of technological kets, 598, 601 Strategic control, 641, 643–46 Supply-side management, 428 change, 84 Spatial convenience, 422–23 marketing audit, 643, 644–45 Supply-side method, 526 in retailing, growing Special customer pricing, 405 marketing excellence review, Support activities in value investment, 452 Special event pricing, 405 643, 646 chain, 34 strategy, 50

I30 Index Telemarketers, 558 Training, 428 concepts, applying, 125–26 Virtual reality, 580 Telemarketing, 539 channel partnerships, 428 core, 159 Visualization, 106 Telephone contacts, 108–9 channel power, 428 core cultural, 79 Visual tests on packaging, 348 Telephone interviewing, 108 procedures, 360 creation, 36 Voice of the customer (VOC) Television ads, 507 of sales representatives, 557 delivery, 27, 36 measurements, 367 Television direct-response Trainship, 468 delivery network, 35 Voluntary chain, 450 marketing, 449 Transfer prices, 612 delivery process, 33–34 Ten commandments of global Transformational appeals, delivery system, 127 Waiting and delivery branding, 608 484–85 exploration, 36 time, 422 Territorial rights of Transportation, 462, 468–69 lifestyle and, 157–59 Warehousing, 462, 467 distributors’, 426 Traveling export sales networks, 417–18 Warranties, 349 Testing elements in direct representatives, 604 pricing, 399–401 extended, 377 mail, 539 Trends in macroenvironment, 74 proposition, 10, 127 product, 521 Test markets, 587 Trials, 511, 521, 589 See also Customer-perceived in promotional pricing, 405 Text messaging used in online Trust, 203 value (CPV) Waterfall approach, 598 research, 110 Trustworthiness, 485 Value-adds vs. costs of different Webinar, 204, 205 Theater tests, 518 Two-level channel, 421 channels, 426 Web sites Thinkers, 226 Two-part pricing, 343 Value-augmenting business-to-business Threats, 232 Two-way stretch, 340 services, 377 e-commerce, 439 Three Cs model for price Tying agreements, 438 Value chain design, 376, 542 setting, 395 customer value and, 34–35 interactive marketing Three-level channel, 421 Unbundling, 408 partner, 203–4 communications, 541–42 “Three minutes” research Uncertainty avoidance, weak vs. Value proposition Weighted number of approach, 192 strong, 607 customer-focused, 276 exposures, 511 Tie-in promotions, 521 Uncertainty management, 302–3 in economic downturn, Wholesaler-sponsored voluntary Time-and-duty analysis, 556 Uncontrollable returns, 331 319–20 chain, 433 Time-constrained Undifferentiated marketing, 233 Variability, 359–60 Wholesaling, 461–64 consumers, 158 Unfairness in direct Variable-amount definition of, 461 Timely word-of-mouth marketing, 540 compensation, 556 functions of, 462–63 marketing, 492 Unit metrics pathway, 117 Variable costs, 393 major wholesaler types, 462 Time pricing, 406 Universe, views of, 79 Variables in market trends in, 463–64 Time risk, 171 Unsought goods, 327 segmentation, 230–31 vs. retailing, 461–62 Time-series analysis, 91 Unwholesome demand, 8 Variety-seeking buying Win-backs, 143 Today Show, The (television Up-market stretch, 340 behavior, 174 With-pack premiums, 521 show), 74 Up-selling, 141 Vendor-managed inventory Word associations, 106 Top management, 554 Up-to-date marketing, 492 (VMI), 201 Word of mouth, 546–53 Top-management Usage Venture teams, 572 buzz marketing, 549–51, 552 commitment, 366 in behavioral segmentation, Versatility, 496 effects, measuring, 552–53 Total cost of ownership 228–29 Vertical coordination, benefits in marketing communications (TCO), 391 more, in expanding total of, 202–3 mix, 478, 492 Total customer benefit, 125 market demand, 301–2 Vertical hubs, 197 opinion leaders, 551 Total customer cost, 125 rate, 228 Vertical-level specialist, 309 social media, 546–49 Total market potential, 88 User Vertical marketing systems viral marketing, 549–50 Total number of in behavioral segmentation, (VMS), 431–33 Workload approach, 556 exposures, 511 228–29 administered, 432 World product groups, 616 Total sales, estimating, in buying center, 188 competition in retailing, Write-ups of activity 583–83 decision roles, 227 new, 433 results, 559 Total set, 167 status, 228 contractual, 433 Trade promotion, 519 targets, 581 corporate, 432 Yield pricing, 406 tools, 520, 521–22 Vertical markets, 196 Trade shows, 523 VALS segmentation, 226–27 Videos in marketing, 221 Zaltman Metaphor Elicitation Trading-up/down/over trend, 218 Value, 10 Views in sociocultural Technique (ZMET), 106 Traditionalist, 227 campaigns, 638 environment, 78–79 Zero-level channel, 420 Trailer tests, 518 communicating, 27 Viral marketing, 549–50 Zone of tolerance, 374

Index I31