UNIT 1: Marketing in the 2000S and Beyond

Table of Contents UNIT 1: Marketing in the 2000s and Beyond Unit Overview 1. Marketing in 2012: The End of the Middle?, Christine Birkner, Marking News, 2012. Marketplace watchers proclaim that the recession in the American economy may call for a new definition of the middle class, prompting many marketers to shift everything within their marketing mixes. 2. How to Make Marketing Brilliance, Jason Daley, Entrepreneur, 2011. This article provides a look at the best marketing moves of 2010. 3. When Marketing IS Strategy, Niraj Dawar, Harvard Business Review, 2013. The article argues that companies must shift their marketing strategies downstream, from products to customers. 4. Future Tech: The Trends to Watch in 2014, Mark Sullivan, PC World, 2014. 2004 will witness technologies ramping up toward a tipping point, resulting in significant changes to consumer lifestyles. The author presents several developments that will make headlines very soon. 5. Six Strategies for Successful Niche Marketing, Eric K. Clemons, Paul F. Nunes, and Matt Reilly, The Wall Street Journal, 2010. The article supplies thoughtful ideas of how to become successful in niche marketing. 6. Revisiting the Marketing Mix, Don E. Schultz and Chekitan Dev, Marketing Power, 2012. By simply viewing the traditional marketing mix from the customers’ perspective, this article suggests an alternative marketing planning system called SIVA (Solution, Information, Value and Access). 7. 75 Years of Marketing History, Elisabeth A. Sullivan, Marketing News, 2012. To recognize the dynamic nature of the marketing over the past several decades, the American Marketing Association, has assembled a compilation of historical highlights from both the evolution of the marketing industry and the growth of the AMA. 8. Putting Customers First: Nine Surefire Ways to Increase Brand Loyalty, Kyle LaMalfa, Sales & Marketing Management, 2008. Kyle LaMalfa explores nine surefire ways to increase customers' brand loyalty. 9. Stop Trying to Delight Your Customers, Matthew Dixon, Karen Freeman, and Nicholas Toman, Harvard Business Review, 2010. Customer satisfaction and loyalty has more to do with how well companies deliver on their basic promises than on how dazzling the service experience may be. 10. The Purchasing Power of Entertainment, Patrick Cauley, Response Magazine, 2013. While it's often said that entertainment spending tends to stay up in a down economy given the escapism element it provides, ironically, no product category's distribution and purchase methods have been altered or affected more radically by recent media and technology advancements. 11. Become the Main Attraction, Piet Levy, Marketing News, 2010. Piet Levy gives some good suggestions for successful event marketing. 12. Fundamental Tenets of service Excellence, Lance A. Bettencourt, Marketing Power, 2012. A look at the company's internal strengths and weaknesses in five key areas can greatly improve customer service. 13. Make Your Best Customers Even Better, Eddie Yoon, Steve Carlotti, and Dennis Moore, Harvard Business Review, 2014. By successfully distinguishing "superconsumers," many companies can persuade big spenders to buy even more. 14. Walking the Talk, Katherine Ling, Marketing News, 2012. Eco-minded retailer, Patagonia, caused a stir with its recent "conscious-consumption" holiday campaign that told consumers not to buy the featured product. 15. Walmart Wants You to Believe its Green Makeover Is Changing the World. Just One Hitch: China, Andy Kroll, Mother Jones, 2012. In 2005, Walmart announced plans to transform itself into one of the greenest corporations in the world. The company has been especially vocal about shrinking its environmental footprint in China, its manufacturing hub. 16. It’s More than Green to be Keen, Carol A. Finnegan, Eric M. Olson, and Stanley F. Slater, Marketing Management, 2009. Keen footwear brand challenges itself to work towards being a company that cares about the world both socially and environmentally. UNIT 2: Research, Markets, and Consumer Behavior 17. Why Traditional Market Research Is a Waste of Time, Gavin Symanowitz, Finweek, 2014. Traditional marketing research suffers from several inherent problems, the biggest of which is that it is unavoidably artificial and hypothetical. Also, research can often be interpreted in a way that is consistent with the researcher's prior beliefs. This article suggests some alternative approaches that alleviate these concerns. 18. Closer to the Truth, Molly Soat, Marketing News, 2012. Supporting digitally driven research methods such as online surveys with observational data collection methods (like behavioral tracking) can better help companies hone in on their target market. 19. Respect Your Elders, Tom Stein and Tim Devaney, Marketing News, 2012. Digital marketing techniques may be young and flashy, but conventional marketing strategies have not lost their impact. The ideal modern marketing mix makes room for both. 20. Do You Have a Millennial Marketing Strategy?, Jeff Fromm, Franchising World, 2011. The Millennial generation is larger than the Baby Boomers and three times bigger than Generation X. Understanding their needs, tastes and behaviors will impact marketing strategy development and business success. 21. Targeting Demographics in Beverage Marketing, Stephanie Hilderbrandt, Beverage Industry Magazine, 2012. Many consumer packaged goods companies invest a lot of time and research into learning about their consumers and how their ethnicities, genders, values and geographic locations impact their shopping decisions. As a result, companies have the opportunity to strengthen their marketing programs to better reach these consumers. 22. Ad Campaigns Are Finally Reflecting Diversity of U.S., Natalie Zmuda, Advertising Age, 2014. While America has grown more socially liberal, it has taken advertisers some time to reflect this reality. 23. Can More Information Be a Bad Thing?, Robert S. Duboff, Marketing Management, 2012. Despite researchers' best efforts, consumer decision-making will always have subjective components. 24. Our Brands, Ourselves: the Power of Attachment, Laurence Vincent, The Conference Board Review, 2012. Brand attachment measures how much consumers view the brand as an extension of themselves, how much people will say that a brand is like them, reflects their values and resembles the way they see themselves. UNIT 3: Developing and Implementing Marketing Strategies 25. Tapping the Untapped, Diana Derval, Marketing Management, 2012. Marketers can learn from product preferences that are simply linked to consumers' physiology. 26. The CMO and the Future of Marketing, George S. Day and Robert Malcolm, Marketing Management, 2012. This article examines how the roles, responsibilities, and influence of the chief marketing officer will evolve in the future. 27. How Emerging Giants Can Take on the World, John Jullens, Harvard Business Review, 2013. Companies in emerging markets embody a contradiction: They are both first movers and latecomers, thus they face an existential threat. The trick is to learn to innovate and manage quality while remaining nimble. 28. Lessons in App Building, Jennifer Wang, Entrepreneur, 2012. The article traces the product development process for apps—from design to trouble-shooting to marketing—and presents valuable knowledge every small business should have before going mobile. 29. Brand Apathy Calls for New Methods: Turn Customer Preference from "No Brand" to "Some Brand", Don E. Schultz, Marketing Management, 2010. Building market share requires a new set of tools and brand strategies designed to shift ongoing consumer preference and purchase from competitive brands to yours. 30. Branding's Big Guns, Paula Andruss, Entrepreneur, 2012. This article chronicles the success of the 10 most trusted U.S. brands that have become household names. 31. Playing Well Together, Jason Daley, Entrepreneur, 2012. Emerging co-branding concepts prove that strategic business combinations can cut costs and broaden the customer base. 32. The Problem with the "Poverty Premium", Ethan Kay and Woody Lewenstein, Harvard Business Review, 2013. Companies that target poor consumers in emerging markets need to determine how much these consumers are really willing to pay for their products and services. 33. Pricing to Create Shared Value, Marco Bertini and John T. Gourville, Harvard Business Review, 2012. The author discusses five pricing strategies that companies can use to take the lead in creating shared value with customers. 34. The Devolution of Marketing: Is America's Marketing Model Fighting Hard Enough to Keep Up?, Andrew R. Thomas and Timothy J. Wilkinson, Marketing Management, 2011. This article argues that the current American marketing model is dysfunctional, and small and medium-sized businesses operate under a misconceived ideology of producing and selling. 35. Made in America?, Consumer Reports, 2013. This report deciphers labeling laws and explains why a product that features an American flag can still be produced abroad, helping consumers determine which brands that tout the "made in America" claim are truly American. 36. The Rebirth of Retail, Jason Ankeny, Entrepreneur, 2011. This article discusses the inspiration and vision behind Shopkick, a new shopping application. 37. Marketing Communication in a Digital Era: Marketers Should Focus Efforts on Emerging Social, Mobile and Local Trends, Donna L. Hoffman and Thomas P. Novak, Marketing Management, 2011. Marketers should focus efforts on emerging social, mobile and local trends. 38. Selling Green, Matt Villano, Entrepreneur, 2011. A five-step guide to correctly market a business as green is presented here. 39. Social Gathering, Kara Ohngren, Entrepreneur, 2012. Smart franchises enlist social media to enhance the brand, engage customers and seek out new business. 40. Advertising's New Campaign, Jennifer Wang, Entrepreneur, 2012. The author discusses BlogFrog's new advertising campaign which capitalizes on the massive influence of mom bloggers with its brand-sponsored communities. UNIT 4: Global Marketing 41. New World Order for Global Brands, J. Walker Smith, Andrew Curry, and Stokes Jones, Market Leader, 2013. After the global economic collapse of 2008, some of the key features of globalization are being called into question, particularly those that affect the future of global brands. 42. Understanding the Arab Consumer, Vijay Mahajan, Harvard Business Review, 2013. The Arab World features a growing middle class that yearns for progress and modernity and has no interest in abandoning its religious traditions.