• The first is that it’s a philosophy.   • Second, marketing is the activity, set of institutions, and processes used to implement the philosophy.    • David Packard, cofounder of Hewlett-Packard, stated that “marketing is too important to be left only to the marketing

“Loyalty” is an old-fashioned word describing being deeply committed to one’s country, family, or friends. It came into marketing with the term brand loyalty. But can people be loyal to a brand? Tony O’Reilly, former CEO of H. J. Heinz, proposed this test

1. Those that make things happen.  2. Those that watch things happen and respond. 3. Those that watch things happen and don’t respond.  4. Those that didn’t notice that anything had happened.

Brand assets: These are the sources of influence of the brand (awareness/saliency, image, type of relationship with consumers), and patents. Brand strength at a specific point in time as a result of these assets within a specific market and competitive environment. They are the

Companies are set up to achieve a mission. They word their mission in various ways: •Dell’s mission: “To be the most successful computer company in the world at delivering the best customer experience in the markets we serve.”  •Mars Company’s mission: “The consumer

A company must use media. If your company doesn’t use media, for all practical purposes your company doesn’t exist. The major media include television, radio, newspapers, magazines, catalogs, direct mail, telephone, and online. Each medium has its advantages and disadvantages in terms of

1. Brand competition: A company sees its competitors as other companies that offer similar products and services to the same customers at similar prices. Volkswagen might see its major competitors as Toyota, Honda, and other manufacturers of medium price automobiles, rather than Mercedes

Today B2B companies also are driven to replace high-cost sales calls with less expensive contact channels such as tele- and videoconferencing and Web-based communications, where possible. As videoconferencing improves and costs come down, companies will reduce the number of field visits to customers and

Marketing Decision Making Marketing managers face a host of decisions in handling marketing tasks. These range from major decisions such as what product features to design into a new product, how many salespeople to hire, or how much to spend on advertising, to

Marketers are skilled in stimulating demand for their products. However, this is too limited a view of the tasks that marketers perform. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. They may have to