Know: ‘timing is everything.’

200
Index

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Light, Larry, 13
Line extension, 11–13
Line management, functions of, 78, 
89
List brokers, 124
Living Company, The (De Geus), 21
L. L. Bean, 33, 37, 75 
Loblaws, 74, 156
Logos, 27
Lopez, Ignatio, 176
Lowe’s, 155
Low-price firms, 144
Loyalty:
brand, 97
customer, 98
defined, 97
Loyalty award program, 98
McDonald’s, 84, 116, 124–125, 183
McKenna, Regis, 7
Macro forces, in marketing plan, 112
Make-and-sell marketing, 181
Management:
committees, 100–101
core processes, 99
functions of, generally, 99–100
success factors, 100
Management by objectives, 70
Manufacturing department, 104, 127
Margins, 133
Market capitalization, 63
Market control, 54–55
Market coverage, 54
Market-driven companies, 21, 31
Market-driving companies, 31
Marketers, roles of, 119–121
Marketing, generally:
ability, 121
assets and resources, 101–102
budget, 149
department interfaces, 102–106
effectiveness, 64
efficiency, 63
ethics, 106–107
monologue, 181
myopia, 140
plans, see Marketing plans
research, see Market research
roles and skills, 119–121
shootouts, 174
strategy simulators, 114
Marketing auditor, marketing control role,
79
Marketing automation software, 81
Marketing control, types of, 78–79
Marketing controller, role of, 63, 79
Marketing department:
interfaces, 102–106
roles of, 127
Marketing mix:
company size and, 11
4Cs of, 109
4Ps of, 108–109
product life cycle and, 110–112
push strategies, 111
Marketing plans:
applications, generally, 113
benefits of, 114
budget, 113
controls, 113
deficient, 114
implementation of, 114
objectives, 112–113
situational analysis, 112–113
strategy, 113
success factors, 114
tactics, 113–114
Marketing process automation, 82
Market leadership, components of, 21, 31
Market life cycle, 37
Market of one, defined, 122
Market research:
data mining, 118
focus groups, 115–116
importance of, 115, 118
in-depth interviews, 117–118
in-home observations, 116
in-store observations, 115–116
marketing experiments, 118
motivational, 117
mystery shoppers, 118
observations, generally, 116
questionnaires, 115, 117
surveys, 115, 117
Markets, types of, 121–122
Market segments, defined, 162. See also
Segmentation
Market share:
global expansion and, 89
importance of, 39, 41, 69 
performance measurement and, 
133
pursuit of, 181
Markups, 139
Marriott, 14, 57, 141
Mars Company, 124
Marsteller, William, 26
Mass market/marketing, 46, 121, 177–178
Mathews, Ryan, 137
Matsushita, 142
Mature markets, 71, 158
Maytag, 107
Measurement, in advertising, 4. See also
Performance measurement
Media:
in advertising, 4
new product development and, 126
types of, 122–123
Index
201

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Mercedes, 13, 97
Message, in advertising, 4–5
Microsoft Corporation, 9, 21, 97, 107, 142
Middle management, marketing control role,
78
Mission:
in advertising, 4
importance of, 124–125
Modification analysis, 28
Moments of truth, defined, 32
Moments of Truth (Carlzon), 32
Monaghan, Tom, 38
Money, in advertising, 4, 6
Montblanc, 47
Morita, Akio, 30, 84–85
Morphological analysis, 28
Most Growable Customers (MGCs), 40
Most Profitable Customers (MPCs), 
40
Most Troubling Customers (MTCs), 
40
Most Vulnerable Customers (MVCs), 
40
Multichannel marketing, 182
Multidivisional companies, 130–131
Multinational corporations, 89–90
Mystery shopper research, 118
Naisbet, John, 29
Nakamato, Kent, 31, 50
Name selection, in brand development, 
10
Narrower niches, 162
National brands, 156
Need groups, 163
Nestlé, 84, 170, 184
Netscape, 127
Neutragena, 137
New Economy, 14
Newell, Frederick, 35–36 
New product development:
importance of, 71, 82, 84, 126
outsourcing, 131–132
success factors, 126–127
Niching, 64–66
Niebuhr, Reinhold, 18
Nike, 71–72, 76, 131, 170
Niketown, 62
99 lives, 29
No-need society, 30
No-Need Society, The (Guido), 30
Nokia, 16, 146
Non-value-adding costs, 184
Nucor, 71
Objectives:
importance of, 68–70
in marketing plan, 112–113
prioritizing, 174
Observations:
in-home, 116
in-store, 115–116
types of, generally, 116
Obsolete products, 23, 127
Office Depot, 155
Office Max, 155
Ogilvy, David, 3, 8
Ogilvy & Mather, 116
Olson, Ken, 67
One-to-one marketing, 44
Operational excellence, 137, 171
Opportunity, recognition of, 128–129,
150–151
Oracle, 94
O’Reilly, Tony, 98 
Organization, implications of, 130–131. See
also Companies
Organizational culture:
employee incentives/recognition, 59, 135
global expansion and, 88
intrapreneurial spirit, 61
recession marketing, 151
Organizational fat, 150
Osborn, Alex, 30
Outside-in thinking, 73
Outsourcing, 102, 131–132, 157, 182
Overfocusing, 174
Packaging, 7
Palm, 9, 12, 31, 47, 146, 185