Know: ‘timing is everything.’

Partner relationship management (PRM), 55
Partner value:
defined, 86
proposition, 150
Patents, 86
Pay-for-performance, 6, 63
PENCILS, 146
PepsiCo, 6, 90, 170
Perdue, Frank, 50
Performance measurement:
importance of, 133–134
sales force, 158–159
types of, 134–135
Permission marketing, 46, 52
Personalization, 109
Personal selling, 110. See also Sales force
Personnel, see Employee(s)
Peters, Tom, 17, 21, 37, 50
Philanthropy, 170. See also Social causes
Physical assets, 87, 101, 182
Physical differentiation, 49
Physical evidence, marketing mix and, 
108
Pierce, John R., 67
Pine, Joe, 61
Place, in 4Ps, 108–109
Planet Hollywood, 61
Platt, Lew, 175
202
Index
TE
AM
FL
Y
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Team-Fly
®
 

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Playtex, 87
Pleasure revenge, 29
Politics, 108
Pollard, Bill, 58
Popcorn, Faith, 28–29
Porras, Jerry, 21
Porsche, 135
Porter, Michael, 22, 171
Positioning, 135–138
Positioning: The Battle for Your Mind
(Ries/Trout), 135
Positive-sum theory of marketing, 
142
Postmeasurements, in advertising, 6
Potter, Robert, 130
Power, Brendan, 148
Power brands, 141
Premeasurement, in advertising, 6
President’s Choice, 156
Price:
in 4Ps, characteristics of, 108–109, 
153
in positioning strategy, 137 
relationship marketing, 153
setting, see Pricing strategies
significance of, 138–139
value and, 138
wars, 174
Price, Kevin, 154
Pricing strategies:
brand development and, 13 
corporate growth and, 71 
in global expansion, 88–89
influential factors, 139
markup and, 139
recession marketing, 150
Private brands, 156
Procedures, 108
Procter & Gamble, 107, 162
Product:
awareness, 2
design, 46 
differentiation strategies, 51
in 4Ps, characteristics of, 108–109, 153
leadership, 136–137
life cycle, 110–111
in positioning strategy, 
137
problem analysis, 28–29
relationship marketing, 153 
selection factors, 140
Product-centric marketing, 182
Product development, innovation process,
83–85. See also New product
development
Product directors, role of, 89
Product-driven companies, 33–34
Productivity, innovation strategies, 85
Product juggernauts, 83
Product-making focus, 36
Product-oriented companies, 130–131
Profits/profitability:
control, 79
cost-cutting strategies and, 143
Japanese-formulated objectives, 144–145
low-price firms, 144
positive-sum theory of marketing, 142
pricing strategies and, 144
zero-sum thinking, 142
Promotion, see Advertising; Sales promotion
defined, 18
effectiveness of, 19
in 4Ps, 108–111
strategies for, 19
Protectionism, 173
Prudential, 76
Psychographics, 35, 43
Publicity, 7
Public relations (PR):
advertising vs., 145–146
functions of, generally, 9, 12, 19, 27, 108,
126, 146–147
new product development, 146
PENCILS of, 146
Pull strategies, 111
Purchasing department, 103–104, 176
Push strategies, 111
Quality:
importance of, 127, 147–148
Japanese perspective, 147–148
managerial responsibility, 147
in performance measurement, 
134
pricing strategies and, 141–142
Quality, service, and price (QSP), 
183
Questionnaires, 115, 117
Quinn, James Brian, 114
Rapp, Stan, 7
Rawlins, Gregory, 23
Reach, in advertising campaign, 5
Real-time inventory management, 
81
Real-time selling, 81–82
Recession marketing, 149–151
Recruitment, 91, 187
Reebok, 72, 170
Reengineering, 99, 130
Reeves, Rosser, 1
Referrals, 98
Regional headquarters, global expansion,
88–89
Regional management, functions of, 
89
REI (outdoor equipment store), 62
Relationship capital, 151
Index
203

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Relationship differentiation, 50
Relationship marketing (RM):
characteristics of, 151–152
defined, 152
4Ps and, 153
sales promotion and, 160
shift to, 152–153, 154
Relationship scorecard, 151
Reputation, importance of, 69, 113
Research and development (R&D), 89, 119,
127
Resegmentation, 72
Retail anthropologists, 115–116
Retailers, 154–156
Retailing, success factors, 155–156
Return on assets (ROA), 62
Return on investment (ROI), 62–63
Return on sales, 69
Ries, Al, 12, 135–136, 146, 
173
Ries, Laura, 146
Ritz-Carlton, 48
Roddick, Anita, 31, 57
Rogers, Martha, 44
Rolex Watch Company, 55
Rolls-Royce, 177
Roosevelt, Franklin, 95
Rosenbluth Travel, 57
Royal Ahold, 88
Ryder, 184
Sales automation software, 80–81
Sales department, functions of, 130
Sales force:
compensation, 157–158
functions of, generally, 105
marketing role, 158–159
motivation for, 158
need for, 157
outsourcing, 132
performance measurement, 158–159
sales automation equipment, 159
strategies, see Sales strategies
Sales promotion, 19, 160–162
Sales strategies:
business-to-business (B2B) marketing,
15–16
personal selling, 110–111
pull strategies, 111
push strategies, 111
videoconferencing, 16
Sam’s, 155
Sara Lee Corporation, 87
Saturn (carmaker), 75
Scandinavian Airlines System (SAS), 32
Schultz, Heidi and Don, 13
Schwab, Charles, 14
Sears, 20, 173
Sectors, segments vs., 163
Segmentation:
in corporate growth, 71–72
types of, 162–164
Segments of one, 163
Selling:
effective salespeople, 165–166
images of, 164–165
personal, 110–111
rejection, dealing with, 165
success factors, 165–167
telemarketing, 179–180
value creation, 167
Sense-and-respond marketing, 34, 181
Service, see Customer service
design, 46
differentiation strategies, 51
importance of, 167–168
Service businesses, design considerations, 
48
7-Eleven, 81
7-Up, 137
Sewell, Carl, 141
Shareholder value, 63
Siebel, Tom, 21, 95
Siemens, 131, 148
Simon, Hermann, 65
Singapore Airlines, 23
Single-channel marketing, 182
Situational analysis, in marketing plan,
112–113
Slywotzky, Adrian, 73
Small indulgences, 29
Smile index, 168
Social causes, participation in, 9, 169
Sony, 10, 12, 14, 26, 48, 83, 107, 142, 185
Southwest Airlines, 22, 27, 129, 132, 137,
144, 172
Spin-offs, 174
Spokespersons, 7, 9, 169–170
Sponsorship, 7, 9, 169–170
Staff management, marketing control role,
78
Stakeholders, 113
Stanley Works, 164–165
Staples, 155
Starbucks Coffee Company, 9, 14, 48,
54–55, 61, 84
State Farm Mutual Automobile Insurance,
98
Statler, Ellsworth, 168
Stead, Jerre L., 144
Steiner Optical, 65–66
Stew Leonard’s, 156
Strategic control, 79
Strategic positioning, 171, 173
Strategic segment, 164
Strategy:
bad, examples of, 173–174
components of, 172