Marketing

Adam Newman, “Axe Adds Fragrance for Women to Its Lineup,” 40. Jack Neff, “Old Spice Is Killing It on YouTube Again, but Sales
The New York Times, January 8, 2012, http://www.nytimes.com. Are Down Double-Digits,” Advertising Age, August 4, 2011,
23. AMA Dictionary, http://www.marketingpower.com/_layouts/ http://adage.com.
Dictionary.aspx?dLetter=M.
24. Some illustrative articles look at the effectiveness of given me- 41. http://sports.espn.go.com/espn/contests/index.
dia: H. Risselada, P. C. Verhoef, and T. H. Bijmolt, “Dynamic 42. Eva A. van Reijmersdal, Peter C. Neijens, and Edith G. Smit, “A
Effects of Social Influence and Direct Marketing on the Adoption
of High-Technology Products,” Journal of Marketing 78, no. 4 New Branch of Advertising: Reviewing Factors That Influence
(2014); Robert Heath, “Emotional Engagement: How Television Reactions to Product Placement,” Journal of Advertising
Builds Big Brands at Low Attention,” Journal of Advertising Research 49, no. 4 (December 2009), pp. 429–49; Pamela Mills
Research 49, no. 1 (March 2009), pp. 62–73; Lex van Meurs and Homer, “Product Placement: The Impact of Placement Type and
Mandy Aristoff, “Split-Second Recognition: What Makes Outdoor Repetition on Attitude,” Journal of Advertising, Fall 2009.
Advertising Work?” Journal of Advertising Research 49, no. 1 43. Abe Sauer, “Beats and Apple: A Match Made in Product
(March 2009), pp. 82–92. Placement Heaven,” Brandchannel.com, May 28, 2014, http://
25. William F. Arens, David H. Schaefer, and Michael F. Weigold, www.brandchannel.com; Abe Sauer, “The Envelope, Please:
Advertising, M-Series (Burr Ridge: Irwin/McGraw-Hill, 2012). The 2014 Brandcameo Product Placement Awards,”
26. Stephen Williams, “New Sedans Aim to Break Out of the Pack,” Brandchannel.com, February 27, 2014, http://www.brandchannel
Advertising Age, February 20, 2012, http://adage.com. .com; Abe Sauer, “Announcing the 2012 Brandcameo Product
27. Dean M. Krugman et al., Advertising: Its Role in Modern Placement Award Winners,” Brandchannel.com, February 13,
Marketing (New York: Dryden Press, 1994), pp. 221–26. 2012, http://www.brandchannel.com.
28. Herbert Jack Rotfeld and Charles R. Taylor, “The Need for 44. Abe Sauer, “The Envelope, Please.”
Interdisciplinary Research of Advertising Regulation: A 45. http://www.jcrew.com.
Roadmap for Avoiding Confusion and Errors,” Journal of i. truth, “Facts,” http://www.thetruth.com/facts/; Alina Tugend,
Advertising, Winter 2009. “Cigarette Makers Take Anti-Smoking Ads Personally,” The New
29. “FTC Charges Green Coffee Bean Sellers with Deceiving Con­ York Times, October 27, 2002.
sumers through Fake News Sites and Bogus Weight Loss Claims,” ii. Vindu Goel, “For Twitter, Key to Revenue Is No Longer Ad
May 19, 2014, http://www.ftc.gov/news-events/press-r­eleases. Simplicity,” The New York Times, September 16, 2013, http://
30. Debra Harker, Michael Harker, and Robert Burns, “Tackling www.nytimes.com.
Obesity: Developing a Research Agenda for Advertising iii. David Kiefaber, “Taylor Swift’s CoverGirl Ad Is Pulled over Bogus
Researchers,” Journal of Current Issues & Research in Eyelashes,” Adweek, December 23, 2011, http://www.adweek
Advertising 29, no. 2 (2007), pp. 39–51; N. Kapoor and D. P. S. .com; David Gianastasio, “Turlington Ads: So Photoshopped
Verma, “Children’s Understanding of TV Advertisements: Influence They’re Misleading?” Adweek, July 28, 2011, http://www.a­ dweek
of Age, Sex and Parents,” Vision 9, no. 1 (2005), pp.  21–36; .com; Tanzina Vega, “British Authority Bans Two Ads by L’Oréal,”
Catharine M. Curran and Jef I. Richards, “The Regulation of The New York Times, July 27, 2011, http://mediadecoder.blogs
Children’s Advertising in the U.S.,” International Journal of .nytimes.com.
Advertising and Marketing to Children 2, no. 2 (2002). iv. Elyse Dupré, “CVS/Pharmacy Devotes Extracare to Its Loyalty
31. Irina Slutsky, “Nine Things You Can’t Do in Advertising If You Program,” DM News 36, no. 8 (2014), pp. 19–22; Stephanie
Want to Stay on the Right Side of the Law,” Advertising Age, Clifford, “Using Data to Stage-Manage Paths to the Prescription
March 7, 2011, http://adage.com. Counter,” The New York Times, June 19, 2013, http://bits.blogs
32. Bob Hunt, “Truth in Your Advertising: Avoid Puffery?” Realty .nytimes.com.
Times, June 20, 2007.
33. Ibid. CHAPTER 19
34. Blue Carreon, “The 2014 Oscars Best Dressed List,” Forbes,
March 2, 2014, http://www.forbes.com. 1. Sam Howe, “The Tale of Boeing’s High-Risk Flight into the Jet
35. Diego Rinallo and Suman Basuroy, “Does Advertising Spending Age,” Seattle Times, October 2, 2010.
Influence Media Coverage of the Advertiser?” Journal of Marketing
73 (November 2009), pp. 33–46; Carl Obermiller and Eric R. 2. “Airlines Industry Profile: United States,” Datamonitor, October
Spangenberg, “On the Origin and Distinctness of Skepticism to- 2010, pp. 13–14.
ward Advertising,” Marketing Letters 11, no. 4 (2000), p. 311.
36. Jackie Huba, “A Just Cause Creating Emotional Connections 3. Suresh Kotha et al., “Boeing 787: The Dreamliner,” Harvard
with Customers,” http://www.inc.com. Business School Case #9-305-101, June 21, 2005.
37. http://morehope.chilis.com; http://causerelatedmarketing
.blogspot.com/2008/03/how-chilis-used-cause-related- 4. Ibid.
marketing.html. 5. Clive Irving, “NTSB Doesn’t Think the Boeing 787 Dreamliner Is
38. Personal communication with Rob Price, VP of Retail
Marketing, CVS, June 16, 2009; Carol Angrisani, “CVS Moves Safe Enough to Fly,” The Daily Beast, May 28, 2014.
to Personalization,” SN: Supermarket News 56, no. 2 (March 24, 6. http://www.boeing.com/boeing/commercial/prices/.
2008), p. 29. 7. Jon Ostrower, “Boeing’s Top Salesman Works to Rebuild
39. Stephanie Clifford, “Web Coupons Know Lots about You, and
They Tell,” The New York Times, April 16, 2010. Customer Trust, Fend Off Airbus,” The Wall Street Journal,
October 8, 2013, http://online.wsj.com.
8. Ibid.
9. Bureau of Labor Statistics, http://www.bls.gov.
10. This section draws from Mark W. Johnston and Greg W.
Marshall, Relationship Selling, 3rd ed. (Burr Ridge, IL: Irwin/
McGraw-Hill, 2009); Mark W. Johnston and Greg W. Marshall,
Relationship Selling and Sales Management, 2nd ed. (Burr
Ridge, IL: Irwin/McGraw-Hill, 2007).

438  Endnotes

11. Geoffrey James, “Selling Gets Complex,” Strategy+Business, .com; Steven W. Martin, “Seven Personality Traits of Top
August 27, 2009; Dale Carnegie, How to Win Friends and Salespeople,” Harvard Business Review, June 27, 2011, http://
Influence People (New York: Pocket, 1990); Neil Rackham, SPIN blogs.hbr.org; Julie Chang, “Born to Sell?” Sales and Marketing
Selling (New York: McGraw-Hill, 1988). Management, July 2003, p. 36.
32. Felicia G. Lassk et al., “The Future of Sales Training: Challenges
12. http://4dsales.com/the-cost-of-a-sales-call/. and Related Research Questions,” Journal of Personal Selling
13. Bill Stinnett, Think Like Your Customer (Burr Ridge, IL: and Sales Management 32, no 1 (2012), pp. 141–54.
33. “Mary Kay: Where’s the Money?” http://www.marykay.com;
McGraw-Hill, 2004). http://www.Marykay.com/lsoulier; “Mary Kay Museum,” http://
14. Pam Baker, “Best Sales Practices: Build Lasting Relationships,” www.addisontexas.net.
34. Johnston and Marshall, Relationship Selling and Sales
CRM Buyer, January 27, 2009. Management.
15. Mark W. Johnston and Greg W. Marshall, Relationship Selling, 35. For a discussion of common measures used to evaluate sales-
people, see Johnston and Marshall, Churchill/Ford/Walker’s
2nd ed. (Burr Ridge, IL: Irwin/McGraw-Hill, 2008). Sales Force Management.
16. S. Anthony Iannarino, “The Last Word on Cold Calling versus 36. David H. Holtzman, “Big Business Knows Us Too Well,”
BusinessWeek, June 22, 2007.
Social Media,” The Sales Blog, April 21, 2014, http://www 37. Johnston and Marshall, Churchill/Ford/Walker’s Sales Force
.­thesalesblog.com; Justin Fishaw, “Has LinkedIn Replaced Management.
Cold Calling?” SocialMediaToday, August 21, 2013, http:// 38. Nicolas McClaren, “The Personal Selling and Sales Management
www.­socialmediatoday.com; Ken Krogue, “Cold Calling Is Ethics Research: Managerial Implications and Research
Dead, Thanks to LinkedIn,” Forbes, August 9, 2013, http:// Directions from a Comprehensive Review of the Empirical
www.forbes.com. Literature,” Journal of Business Ethics 112, no. 1 (January 2013),
17. Mark Ward, “CES 2014: What Does the Show Mean to Las pp. 101–25; Sean R. Valentine and Connie R. Bateman, “The
Vegas?” BBC News, January 9, 2014, http://www.bbc.com. Impact of Ethical Ideologies, Moral Intensity, and Social Context
18. Pete Pachal, “Mashable’s Best Tech of CES 2014,” Mashable, on Sales-Based Ethical Reasoning,” Journal of Business Ethics
January 7, 2014, http://www.mashable.com. 102, no. 1 (August 2011), pp. 155–68.
19. “2012 CES Grows, Excites, and Catalyzes,” January 13, 2012, 39. Casey Donoho and Timothy Heinze, “The Personal Selling
http://www.cesweb.org. Ethics Scale: Revisions and Expansions for Teaching Sales
20. Christine Comaford, “Sales Stuck? Try Sticking to a Script,” Ethics,” Journal of Marketing Education 33, no. 1 (April 2011),
BusinessWeek, April 4, 2008. pp. 107–22.
21. Christine Comaford-Lynch, “A Bad Lead Is Worse Than No Lead i. Jeff Green, “Sales Moves Beyond Face-to-Face Deals, onto the
at All,” BusinessWeek, March 26, 2008. Web,” Bloomberg Businessweek, January 10, 2013, http://www
22. J. David Goodman, “Profiling Complaints by Black Shoppers .businessweek.com; Al Jury, “The Golden Ratio of Virtual
Followed Changes to Stores’ Security Policies,” The New York Meetings to Face-to-Face,” June 19, 2011, http://virtualteamsblog
Times, October 29, 2013, http://www.nytimes.com. .com; Joe Sharkey, “On the Road—New Meetings Industry
23. Barton A. Weitz, Harish Sujan, and Mita Sujan, “Knowledge, Arises after Boom and Bust,” The New York Times, February 1,
Motivation, and Adaptive Behavior: A Framework for Improving 2010; Brad Grimes, “Have Web, Don’t Travel,” http://pcworld
Selling Effectiveness,” Journal of Marketing, October 1986, .about.com; “Brainstorming Online,” BusinessWeek, Fall 2005,
pp. 174–91. http://www.businessweek.com.
24. Dennis Nishi, “To Persuade People, Tell Them a Story,” The Wall ii. Steve Berkowitz, “Marketers Reshape How College Teams Sell
Street Journal, November 9, 2013, http://online.wsj.com. Tickets,” USA Today, August 5, 2011, http://www.usatoday.com;
25. Robert Keller, “Handling Objections in Today’s Tough “Accelerating the Trend toward Outsourcing Athletic Event
Environment,” SMM, March 30, 2009. Ticket Sales, Two More Universities Partner with IMG College,”
26. http://www.quotedb.com/quotes/1303. press release, May 31, 2011, http://www.imgworld.com; IMG
27. Mark W. Johnston and Greg W. Marshall, Churchill/Ford/ College, http://www.imgcollege.com.
Walker’s Sales Force Management, 9th ed. (Burr Ridge, IL: iii. “Salesforce.com Named #1 CRM Software Provider in Gartner’s
McGraw-Hill/Irwin, 2009). Worldwide CRM Market Share Report for Second Consecutive
28. Adam Auriemma, “Zappos Zaps Its Job Postings,” The Wall Year,” The Wall Street Journal, April 29, 2014, http://online.wsj
Street Journal, May 26, 2014, http://online.wsj.com. .com; Victoria Barret, “Why Salesforce.com Ranks #1 on Forbes’
29. Lynn Huber, “Can Men Sell Avon?” Online Beauty Biz, May 25, Most Innovative List,” Forbes, September 5, 2012, http://www
2014, http://www.onlinebeautybiz.com; Sadie Whitelocks, “I’m .forbes.com; Mi Ji et al., “Salesforce.com: Creating a Blue Ocean
an Avon Laddie! Salesman, 21, Is Part of the New Breed of Men in the B2B Space,” INSEAD Case# INS255, 2013.
Muscling in on Door-to-Door Trade,” DailyMail, December 14, iv. Candace Jackson, “A Real Estate Star Is Born,” The Wall Street
2011, http://www.dailymail.co.uk. Journal, August 1, 2013.
30. Susan Greco, “Personality Testing for Sales Recruits,” INC.,
March 1, 2009.
31. Ned Smith, “10 Traits of Successful Salespeople,” Business
News Daily, March 20, 2013, http://www.businessnewsdaily

Endnotes 439



name index

A Barker, Barry, 156 Brown, Stephen W., 432 Cohen, Kobi, 154
Barlow, Janelle, 432 Bruell, Alexandra, 437 Cohen, Noam, 437
Aaker, David A., 429, 430 Barnes, Brooks, 418, 428 Bruner, Gordon C., 428 Cohn, D’Vera, 422
Abanesius, Chloe, 427 Barone, Michael J., 430 Bryant, Carol, 424 Cole, Kenneth, 365
Acuna, Kirsten, 418, 428 Barret, Victoria, 439 Bryant, Kobe, 392 Collins, Kathy, 424
Adams, Amy, 177 Barry, Chris, 419 Burke, Raymond R., 437 Colquitt, Jason, 433
Adams, Jack, 432 Basuroy, Suman, 438 Burmann, Christoph, 429 Comaford-Lynch, Christine, 439
Adams, Susan, 432 Bateman, Connie R., 439 Burns, Robert, 151, 438 Connelly, Trang, 417
Agarwal, James, 427 Batra, Rajeev, 429 Burtis, Michelle, 434 Connick, Harry, Jr., 352
Agenor, Pierre-Richard, 426 Baumgartner, Felix, 217, 218 Buss, Dale, 433 Connor, Michael, 421
Ahmed, Rumman, 426 Bawden, Tom, 434 Bussey, John, 420, 422 Cooper, Belle Beth, 417
Ainsworth, James, 435, 436 Bearden, William O., 428 Bustillo, Miguel, 422 Coskuner-Balli, Gokcen, 424
Ajmera, Harsh, 417 Beckham, David, 327 Butch, Tory, 358 Cummins, Ronnie, 425
Akbalik, Ayse, 435 Bedgood, Larisa, 421 Buzz, Yoga, 422 Cuoco-Sweeting, Kaley, 363
Allawadi, Kusum, 424 Beinhocker, Eric D., 432 Byford, Sam, 429 Curran, Catherine M., 437, 438
Allstar Weekend, 355 Belch, George E., 436, 437 Byron, Ellen, 429, 431 Currim, Imran S., 418
Alpert, Mark, 423 Belch, Michael A., 436, 437 Cutten, Christine, 436
Altidore, Jozy, 374 Bell, Alexander Graham, 257 C
Altman, Josh, 414 Bellairs, Jeff, 431 D
Amir, On, 424 Beltrone, Gabriel, 431 Campbell, Andrew, 418
Amos, Dan, 421 Berfield, Susan, 417 Caravella, Mary, 429 Dagger, Tracey S., 424
Anderson, Erin, 435 Bergdahl, Michael, 432 Carboneli, Pilar, 431 Dahl, Darren W., 423, 431,
Anderson, George, 421, 437 Berkowitz, Steve, 439 Carey, James W., 426
Anderson, Melissa J., 435 Berra, Yogi, 407 Carmichael, Evan, 429 437, 438
Andrei, Kyle, 420 Berry, Leonard, 269, 432, 436 Carnegie, Dale, 439 Dahlsrud, Alexander, 421
Andrews, J. Craig, 436 Bers, John, 427 Caro, Isabelle, 358 Dan, Avi, 436
Angulo, Andres, 435 Besinger, Greg, 434 Carr, Austin, 418, 429 Danaher, Peter J., 424
Ante, Spencer E., 420 Bessette, Chanelle, 433 Carr, David, 427 Dannen, Chris, 422
Anthony, Carmelo, 21 Bettencourt, Lance A., 432 Carreon, Blue, 438 Dant, Rajiv P., 417, 434
Antia, Kersi D., 430 Bhushan, Ratna, 426 Carroll, Matt, 417 Darden, William, 423
Apple, Fiona, 372 Bialik, Carl, 434 Carter, Bill, 427 Daugherty, Terry, 437
Arango, Tim, 419 Bianco, Anthony, 437 Carter, Caitlin, 437 Davey, Jenny, 428
Arens, Christian, 437 Bieber, Justin, 51, 55, 247 Casey, Mary Anne, 428 Davis, Donna, 434
Arens, William F., 437, 438 Bielak, D. B., 421 Castleberry, Stephen B., 425 Davis-Sramek, Beth, 434
Argo, Jennifer J., 423 Bijmoit, T. H., 438 Cateora, Philip R., 422, 426 Day, George S., 417
Ariely, Dan, 424 Billeter, Darron M., 424 Catts, Tim, 425 Deans, David H., 420
Aristoff, Mandy, 438 Billett, Matthew T., 429 Caywood, C., 418 Defensor, Naomi, 44
Armentano, Vinicius Binkley, Christina, 421 Chabris, Christopher F., 417, 423 Dekel, Noa, 154
Birkner, Christine, 424 Challagalla, Goutam, 423, 432 Dempsey, Clint, 11
Amaral, 435 Biswas, Abhijit, 434 Chan, Kimmy Wa, 417 DeWitte, Siegfried, 423
Armstrong, Neil, 51 Bitner, Mary Jo, 418, 432 Chandon, Pierre, 424 Dhalla, Nariman K., 432
Arnould, Eric J., 418 Blair, Don, 418 Chandy, Rajesh K., 430 Diaz, Ann-Christine, 420
Arora, Rohit, 434 Blazevic, Vera, 431 Chang, Alvin, 417 Dillman, Don A., 428
Aston, Adam, 421 Blecker, Thorsten, 427 Chang, Chingching, 422 Dilworth, Dianna, 430
Auriemma, Adam, 439 Block, Keith, 405 Chang, Julie, 439 Ding, Jiali, 429
Block, Lauren G., 421 Chebat, Jean-Charles, 424 Dinwoodie, John, 435
B Blum, Ross, 419 Chen, B. X., 419 Doell, Linda, 422
Blumberg, Andrew J., 421 Chen, Yubo, 436 Dolan, Robert J., 433
Babin, Barry, 423 Bolt, Usain, 366 Chernev, Alexander, Doland, Angela, 419
Baburajan, Rajani, 431 Bolton, Ruth N., 427, 432 Donoho, Casey, 439
Bahree, Megha, 426 Bonini, S., 421 424, 434 Donthu, Naveen, 433
Bair, Michael, 397 Bonney, Leff, 427 Choudhury, Dibyendu, 430 Dooley, Roger, 425, 428
Bajarin, Tim, 424 Bottomley, Paul A., 437 Chrishnan, Ed, 432 Dorfman, Brad, 426
Baker, Pam, 439 Boultin, Clint, 425 Christensen, Clayton M., 431 Dove, Justin, 426
Balasubramanian, Bounds, Gwendolyn, 434 Cieply, Michael, 431 Dowling, Daisy Wademan, 433
Bragg, Roy, 432 Clancy, Kevin J., 432 Downey, Robert, Jr., 116
Sridhar, 431 Brat, Ilan, 428 Clark, Dorie, 419 Dredge, Stuart, 420
Balotelli, Mario, 51 Bright, Laura, 437 Clark, Nicola, 426 Drucker, Peter F., 422
Banjo, Shelly, 436 Broderick, Amanda J., 427 Clark, Terry, 427 Dubé, Laurette, 424
Banner, David, 48 Broekmeulen, R. A. C. M., 435 Clifford, Catherine, 422 Dubois, David, 423
Bannova, Bianca, 424 Bronziarczyk, Susan, 424 Clifford, Stephanie, 435, 438 Duhigg, Charles, 435, 437
Barboza, David, 420, 435 Brothers, Lance Eliot, 426 Cloud, John, 428 Duncan, T., 418
Barinka, Alex, 425

441

Dupré, Elyse, 438 Gauri, Dinesh K., 434 Hartley, Steven W., 419 Jargon, Julie, 422, 426
Durant, John, 427 Gaylord, Chris, 431 Harvey, Quentin, 425 Jawahar, N., 435
Dyer, Pam, 420 Geller, Jonathan S., 434 Harvey, Steve, 92 Jayson, Sharon, 422
Geller, Martinne, 426 Hauser, John R., 431 Jepson, Carly Rae, 50
E Germain, Richard, 434 Hawk, Tony, 55 Jewell, Robert D., 430
Gessinger, Gernot H., 431 Hawkins, Del I., 422 Jie Zhang, 436
Eastin, Matthew, 437 Gianastasio, David, 437, 438 Haws, Kelly L., 428 Jing Xu, 423
Eastwood, Clint, 177 Gibs, Samuel, 425 Heath, Robert G., 437, 438 Johansson, Johny, 426
Eckerdsly, Peter, 421 Gilly, Mary C., 426 Heinze, Timothy, 439 John, Deborah Roedder, 429
Edison, Thomas, 85 Gilson, Dave, 422 Heitjans, Torsten, 429 Johnson, Bill, 426
Elber, Lynn, 437 Gingerich, Mike, 419 Hemel, Elad, 154 Johnson, Lauren, 361, 425
Elliot, Stuart, 417, 420, 436, 437 Giriprakash, K., 427 Henderson, Kirk, 424 Johnston, Mark W., 425, 439
Eppinger, Steven D., 431 Gladwell, Malcolm, 372 Hennig-Thurau, Thorsen, 429 Johnston, Peter, 419
Erdem, Tulin, 437 Glanz, James, 420 Herd, Kelly B., 427 Jones, Ashby, 425
Eridon, Corey, 425 Goel, Vindu, 438 Herrimann, Andreas, 432 Jones, John Philip, 436
Esper, Terry L., 434 Goldenberg, Jacob, 431 Herzog, Walter, 433 Jones, Sandra M., 435
Esterl, Mike, 417, 430, 436 Golder, Peter, 432 Heslin, Rebecca, 433 Jordan, Michael, 21
Evans, Tom, 436 Golicic, Susan, 434 Highsmith, Jim, 431 Joseph, Sebastian, 418
Gomez, Selena, 355, 374 Hilfiger, Tommy, 358 Josephs, Leslie, 426
F Gonzalez, Omar, 11 Hill, Ronald Paul, 423 Joyner, Tom, 92
Goodbar, Perry, 271 Hira, Maggie, 425 Jury, Al, 439
Fabiana, Silvia, 427 Goodman, J. David, 439 Hodgson, John, 431
Falcon, Alvaris, 417 Goodstein, Ronald, 427 Hoeffler, Steven, 431 K
Fallon, Jimmy, 49, 50, 184 Gosling, Samuel D., 427 Hof, Robert, 436
Farr, Lona M., 428 Goukens, Caroline, 423 Hoffman, Gary, 421 Kahney, Leander, 425
Farrell, Diana, 432 Graham, John L., 422, 426 Hofstede, Geert, 153, 154, 155, 426 Kain, Erik, 430
Farris, P., 419 Greco, Susan, 439 Holmes, Elizabeth, 420, 434 Kalpesh, Kraushik Desai, 430
Faw, Larissa, 437 Greeley, Brendan, 422, 437 Holtzman, David H., 439 Kaltcheva, Velitchka, 432, 433
Fay, Scott, 436 Green, Jeff, 439 Homburg, Christian, 436 Kamel, Marc-Andre, 424
Feinberg, Ashley, 420 Greengard, Samuel, 420 Homer, Pamela Mills, 438 Kang, Cecilia, 428
Ferraro, Rosellina, 427, 429 Greenley, Gordon E., 427 Honomichi, Jack, 428 Kannan, P. K., 436
Ferreira, Fabiana, 425 Greenspan, Nick, 424 Hopper, Dennis, 175 Kanter, Rosebeth Moss, 430
Fincher, David, 169 Grégoire, Yany, 433 Horton, Tony, 410 Kapoor, N., 438
Finkelstein, Stacey R., 424, 425 Greifeneder, Rainer, 423 Houson, Mark B., 429 Kardashian, Kim, 55
Fisch, Jan Hendrik, 431 Gremler, Dwayne D., 418, 432 Howe, Sam, 438 Karlovich, Janice, 422
Fishaw, Justin, 439 Grewal, Dhruv, 417, 424, 428, 432, Howell, Vandy, 434 Kawamoto, Dawn, 425
Fishbach, Ayelet, 424, 425 Hsu, Tiffany, 430 Kaye, Kate, 420, 428
Flaherty, Josephy, 431 433, 434, 435, 436 Huang, Peng, 423 Keane, Michael, 437
Fleck, Nathalie, 430 Griffin, Mitch, 423 Huang, Rong, 429 Keenan, Joe, 430
Flint, Joe, 428 Grimes, Brad, 439 Huba, Jackie, 438 Keller, Kevin Lane, 224, 429,
Fok, Dennis, 430 Grönroos, Christian, 433 Huber, Lynn, 439
Ford, Henry, 12 Gross, Rachel, 425 Huggett, Brady, 431 430, 437
Fowler, Floyd J., 428 Guglielmo, Connie, 435 Hunt, Bob, 438 Keller, Robert, 439
Fox, Richard J., 429 Gulati, Nikhil, 426 Hwang, Bang-Ning, 433 Kelly, Jeff, 428
Freedman, David H., 420 Gunasekaran, A., 435 Kelso, Alicia, 433
Friedman, Milton, 421 Gundlach, Gregory T., 417, I Kerin, Roger A, 419
Frighetto, Jennifer, 433 Kessler, Aaron M., 419
Frost, Lerinda, 432 418, 421 Iannarino, S. Anthony, 439 Kessler, Marcia, 269, 279
Fu, Guoqun, 429 Guynn, Jessica, 427 Inman, J. Jeffrey, 424 Kiara, Robert, 430
Fujita, Akihisa, 436 Ip, Melissa, 426 Kiefaber, David, 429, 438
Fuller, Bonnie, 422 H Irving, Clive, 438 Kim, Yun-Hee, 426
Fulton, Scott M., III, 422 Irving, Kyrie, 21 Kincaid, Jason, 427
Hader, Bill, 372 Irwin, Julie R., 423 King, Dan, 424
G Hagerty, James M., 427 Iyer, Karthik, 434 King, Rachael, 428
Hahn, Alexander, 436 Kirmani, Amna, 427, 429
Galinsky, Adam D., 423 Hale, Lucy, 356 J Kirschner, Lisa, 400
Gallo, Carmine, 418, 424 Hale, Todd, 424 Koc, U., 433
Gandhi, Mahatma, 75 Halliday, Jess, 427 Jackson, Candace, 439 Kohli, Ajay K., 423, 432
Ganesh, Jaishankar, 427 Halscheid, Megan, 436 Jacobs, A. J., 430 Kollewe, Julia, 425
Garrett, Daniel M., 434 Halzack, Sarah, 428 Jacobs, Sherice, 436 Korkki, Phyllis, 430
Garrett, Jason, 434 Hamilton, Ryan, 424, 434 Jacobson, Robert, 429 Kotabe, Masaaki, 427
Garry, Michael, 435 Hardy, Quentin, 428 Jaffe, Joseph, 427 Kotha, Suresh, 438
Gasparro, Annie, 418 Harker, Debra, 438 James, Geoffrey, 439 Kotkin, Joel, 422
Gates, Bill, 251 Harker, Michael, 438 James, LeBron, 21 Kozzin, Alan, 432
Harmon, Amy, 421 Janiszewski, Chris, 424 Krause, Michael, 425
Harris, Derrick, 423 Kresmüller, G. P., 435
Harris, Elizabeth A., 421, 422

442  Name Index

Krieg, Peter C., 432 Lutz, Ashley, 428 Mohr, Jakki J., 430 O’Keeffe, Kate, 426
Krishnan, R., 417, 428, 433 Lutz, Richard, 423 Monga, Atokparma Basu, 429 Olson, Jerry C., 424
Krogue, Ken, 439 Lynch, Jerry, 422 Monllos, Kristina, 437 Oppenheim, J. M., 421
Krueger, Richard A., 428 Monroe, Kent B., 417, 433, 434 O’Reilly, Lara, 436
Krugman, Dean M., 438 M Moore, J., 418 Orner, Daphne, 154
Krupnick, Ellie, 437 Morales, Andrea C., 423 Osawa, Juro, 426
Kumar, V., 417, 418, 427 Ma, Wayne, 426 Moreau, C. Page, 427 Ostrow, Adam, 419
Kunz, Ben, 422S Mac, Amber, 425 Morgan, Alex, 11 Ostrower, Jon, 439
Kurutz, Steven, 430 Macale, Sherilynn, 419 Morgan, Neil A., 429 O’Sullivan, Arthur, 426
Kwong, Matt, 435, 436 Madden, Normandy, 427 Morganteen, Jeff, 433 Ottman, Jacqueline A., 422
Madonna, 339 Morhart, Felicitas M., 433 Ovechkin, Alexander, 30
L Maeng, Ahreum, 424 Morin, Sylvie, 424 Owen, Jonathan H., 432
Mahajan, Vijay, 419, 431 Morris, Sarah, 427
Labarre, Polly, 422 Mahidhar, Vikram, 436 Morrison, Maureen, 430 P
Labaton, Stephen, 434 Maht, Dominik, 431 Morrison, Toni, 372
Laczniak, Gene R., 418 Makarem, Suzanne C., 433 Moses, Lucia, 437 Pachal, Pete, 439
Lady Gaga, 328 Malhotra, Naresh K., 427 Mothersbaugh, David L., 422 Palmatier, Robert W., 417, 434
Lahteenmaki, Riku, 431 Malone, Austin, 355 Moye, Jay, 436 Palmer, Keke, 30
Lam, Simon S. K., 417 Mamet, David, 399 Mudambi, Susan M., 419, 433 Palmeri, Christopher, 428
Lamb, Rachel, 427 Manchanda, Puneet, 430 Mueller, M. P., 420, 428 Panzarino, Matthew, 418
Lambrecht, Anja, 417 Markus, Hazel Rose, 424 Mueller, Rene Debtiste, 427 Parasuraman, A., 269,
Lamey, Lien, 429 Marquis, Christopher, 421 Muhammad, 158
Landwehr, Jan R., 432 Mars, Bruno, 9 Muller, Eitan, 430, 431 428, 432
Lanzolla, Gianvito, 431 Marshall, Greg W., 425, 439 Mullins, Jenna, 420 Parker, Laura, 421
Lara, Robert, 428 Marsicano, Mario, 429 Murphy, Colum, 427 Parsons, Russel, 418
Laran, Juliano, 424 Marter, Heather, 44 Murphy, Patrick E., 418 Passel, Jeffrey S., 422
Lardinois, Frederic, 431 Martin, Diane M., 418 Mycoskie, Blake, 73 Patton, Phil, 432
Larson, Jeffrey S., 420, 424 Martin, Kelly D., 423 Myers, James, 423 Paul, Pamela, 422
Lassk, Felicia G., 439 Martin, Steven W., 439 Pauwels, Koen, 423, 430
Laurman, Martin R., 423 Martinez, Amy, 433 N Peden, Tracey, 425
Lauter, Devorah, 426 Marx, Patricia, 435 Peloza, John, 437
Lavigne, Avril, 290 Maslow, Abraham H., 114, Nachiappan, S. P., 435 Penn, Mark, 428
Lee, Leonard, 424 Nachtmann, Heather, 435 Peres, Renana, 430, 431
Legoux, Renaud, 433 116, 423 Nadal, Rafael, 8, 9 Perez, Steve, 426
Lehmann, Donald R., 418, Matherly, Ted, 427, 429 Nagpal, Anish, 424 Perlroth, Nicole, 421
Matlack, Carol, 431 Nairn, Agnes C., 437 Perot, Carolyn, 422
429, 431 Matyszczyk, Chris, 428 Nassauer, Sarah, 433 Perry, Chris, 420
Lehren, Andrew W., 420 McCarthy, E. Jerome, 417 Naylor, Rebecca Walker, 423 Perry, Katy, 7
Lemonade Mouth, 355 McCarthy, Melissa, 177 Neff, Jack, 426, 438 Pesso, Mor, 154
Lenk, Peter, 429 McClaren, Nicolas, 439 Neijens, Peter C., 438 Peter, J. Paul, 424
Leon, Lourdes, 339 McEntire, Reba, 377 Nelson, Willie, 372 Petty, R. D, 434
LePine, Jeffery, 433 McKenna, Beth, 425, 430 Netemeyer, Richard D., 428 Pfeiffer, Markus, 437
Letts, Philip, 425 McLaughlin, Laurianne, 433 Newman, Andrew Adam, 417, 421, Pinker, Steven, 372
Letzing, John, 432 McNew, Sarah, 419 Pirovano, Tom, 422
Levenstein, Steven, 432 Meehan, Peter, 421 430, 432, 436, 438 Podoshen, Jeffrey S., 433
Levitt, Theodore, 421, 431, 437 Melton, Nicole Marie, 430 Newman, Jared, 432 Poggi, Jeanine, 420,
Levy, Michael, 424, 432, 434, Menkes, Suzy, 422 Newman, Nell, 421
Mentzer, John T., 418 Newman, Paul, 76 423, 427
435, 436 Meredith, Geoffrey E., 422 Ng, Serena, 433, 436 Pogue, David, 417, 423
Li, Bingbing, 104 Messi, Lionel, 374 Ng, Sharon, 429 Pollack, Andrew, 421
Li, Hongshuang (Alice), 436 Meta, Carl F., 430 Nguyen, Hang T., 429 Popper, Nathaniel, 421
Libai, Barak, 427, 430, 431 Miao, Fred, 434 Nikolaeva, Ralitza, 431 Porterfield, Amy, 420
Lieb, Rebecca, 436 Miller, Arthur, 399 Nishi, Dennis, 439 Potts, Andy, 419
Lievens, Annouk, 431 Miller, Claire Cain, 417, 421, Nit, Michael, 431 Pozza, Ilaria Della, 427
Lindsey-Mullikin, Joan, 434 Nitzen, Irit, 427 Prabhu, Jaideep C., 430
Little, Kate, 430 423, 434 Nudd, Tim, 419, 429 Press, Melea, 418
Liu-Thompkins, Yuping, 418 Miners, Zach, 418 Nyong’o, Lupita, 388 Price, Rob, 438
Lloyd, Mary Ellen, 422 Minkov, Michael, 155 Pritzl, Rudolf, 424
Loftus, Jack, 438 Mintz, Ofer, 418 O Protalinski, Emil, 420
Lohr, Steve, 434 Min Zhao, 431 Pucinelli, Nancy M., 435
Longoria, Eva, 63, 64 Mirren, Helen, 104 Oakley, James L., 431 Pujari, Devashish, 431
Lopez, Jennifer, 335, 352 Mischka, Badgley, 111 Obama, Barack, 50
Lovato, Demi, 355 Mishra, Mukesh Kumar, 430 Obermiller, Carl, 438 Q
Luk, Lorraine, 426 Mitra, Sabyasachi, 423 O’Brien, Keith, 430
Luo, Anita, 417 Mittal, Banwari, 423, 424 O’Connell, Vanessa, 434 Qu, Riliang, 429
Luo, Lan, 423 Mizik, Natalie, 429 O’Hagan, Patrick, 16 Quester, Pascale G., 430
Lurie, Nicholas H., 423 Mohanty, Lopa, 423 Quinn, Laura S., 420

Name Index 443

R Scheer, Lisa, 434 Stevens, Tim, 419 Tung, Rosalie L., 426
Scheibehenne, Benjamin, 423 Stigler, George E., 434 Turk, Harry, 398, 399
Rabinovich, Nataly, 154 Schewem, Charles, 422 Stilley, Karen M., 424 Turlington, Christy, 385
Rackham, Neil, 439 Schoger, Christel, 60 Stinnett, Bill, 439 Turner, Tracy, 424
Raice, Shayndi, 420 Schouten, John W., 418 Stock, Kyle, 427 Tuttle, Brad, 419
Rajaratnam, Dan, 427 Schultz, E. J., 421, 422, 425 Stout, Hilary, 418
Ramsay, Mike, 427 Schultz, Howard, 3 Streitfield, David, 432, 433 U
Rappaport, Alfred, 418 Schwartz, Barry, 424 Stremersch, Stefan, 430, 431
Ratchford, Brian T., 423 Schwartz, John, 425 Strom, Stephanie, 417, Ulaga, Wolfgang, 417
Ray, Ramon, 433 Schwarz, Norbert, 423 Ulrich, Karl T., 431
Raynor, Michael E., 431 Scott, Allison, 433 421, 429 Ungar, Rick, 421
Raynurn, Steven W., 432 Seiders, Kathleen, 436 Strong, E. K., 436 Unger, Stephen H., 425
Reda, Susan, 422 Seidman, Robert, 419 Stross, Randall, 423 Urban, Glen L., 431
Reddy, Srinivas K., 429 Sengupta, Jaideep, 437, 438 Stynes, Tess, 430 Urban, Keith, 352
Redman, Russell, 435 Sengupta, Sanjit, 430 Suarez, Fernando F., 431 Urs, Anil, 427
Regev, Idan, 154 Sengupta, Somini, 420, Sujan, Harish, 439
Rego, Lopo L., 429 Sujan, Mita, 439 V
Reinartz, Werner, 417 421, 428 Sun, Baohong, 437
Reingold, Jennifer, 428 Serhant, Ryan, 414 Supphelien, Magne, 417 Valentine, Sean R., 439
Reinhardt, Uwe E., 434 Shah, Denish, 417 Sura, Sejal, 436 VanderVeen, David J., 432
Reitz, Stephanie, 425 Shakira, 227 Suri, R., 433 Van Domelin, Katie, 420
Reston, Ana Carolina, 358 Shankar, Venkatesh, 431 Svensson, G., 421 Van Everdingen, Yvonne, 430
Reynaud, Jasmine, 44 Sharkey, Joe, 439 Swaminathan, Vanitha, 429 Van Heerde, Harald J., 430
R5, 355 Sharma, Amol, 423, 428 Swift, Taylor, 385 Van Meurs, Lex, 438
Ricadela, Aaron, 437 Shatner, William, 363 Symon, Michael, 56 Van Reijmersdal, Eva A., 438
Richards, Jef I., 437, 438 Shaw, Andy, 420 Van Rijmenam, Mark, 430, 432
Riley, Nicola, 429 Sheffrin, Steven, 426 T Varadarajan, P. Rajan, 419, 431
Rinallo, Diego, 438 Shiguemoto, André Luis, 435 Vega, Tanzina, 418, 438
Risselada, H., 438 Shimp, Terence A., 418, 436 Tabaka, Maria, 425 Venkatesan, Rajkumar, 417
Riven, Tal, 154 Shum, Matthew, 437 Talley, Karen, 435 Venkatesh, R., 423, 432
Roberts, Andrew, 429 Siegenthaler, Peter, 426 Talukdar, Debabrata, 423 Verbeke, Alain, 426
Roberts, Julia, 385 Siemans, Eric, 418 Tam, Leona, 418, 424 Verhoef, Peter C., 417
Rockefeller, John, 180 Silverman, Sarah, 372 Tanner, John F., 425 Verma, D. P. S., 438
Rodgers, Everett M., 244 Silverstein, Barry, 429 Tanner, Robin J., 424 Verner, Amy, 435
Rodriguez, Ashley, 424 Silverthorne, Sean, 425 Taub, Eric A., 433 Vinjamuri, David, 437
Rodriguez-Escudero, Ana I., 431 Simon, Phil, 423 Taylor, Charles R., 438 Voerhof, P. C., 438
Roggeveen, Anne L., 417, 433 Simons, Daniel J., 417, 423 Team, Trefis, 418, 434 Vohs, Kathleen D., 437
Rohrer, Finlo, 420 Sinclair, Upton, 78 Tellis, Gerard, 432 Voight, Joan, 427
Romjin, Rebecca, 377 Singer, Natasha, 422, 428 Thakor, M. V., 433 Voima, Päivi, 433
Rooney, Jennifer, 421, 432 Sirianni, Nancy J., 418, 432 Thaler, Richard, 422 Volckner, Franziska, 429
Roosevelt, Theodore, 78 Siwicki, Bill, 420 Thau, Barbara, 418 Vollmayr, Josef, 436
Rosenbloom, Stephanie, 421 Slater, Stanley F., 430 Theron, Charlize, 104 Von Hippel, Eric, 431
Rosman, Katherine, 429, 435 Slutsky, Irina, 438 Thomadsen, Raphael, 417 Vranica, Suzanne, 421, 428
Ross, Jan-Michael, 431 Smit, Edith G., 438 Thompson, A. A., 419
Roteld, Herbert Jack, 438 Smith, Chris, 419 Thompson, Craig J., 424 W
Rucker, Derek D., 423 Smith, Ned, 439 Thompson, Don, 197
Rudelius, William, 419 Smith, Robert E., 437 Thorne, Bella, 356 Wakefield, Kirk L., 424
Ruffenach, Glenn, 424 Smith, Roy A., 434 Thorne, Zendaya, 356 Walker, Danielle Medina, 426
Ryan, Kevin, 420 Snowden, Edward, 67 Thorson, E., 418 Walker, Thomas, 426
Ryan, Tom, 422 Solomon, Michael R., 423, 427 Tierney, John, 429 Waller, Matthew A., 435
Soman, Dilip, 424 Timberlake, Justin, 177 Walter, Ekaterina, 419
S Song, Dong-Ping, 435 Todd, Peter M., 423 Walton, Sam, 274
Sood, Alex, 427 Tomaselli, Rich, 437 Wang, Liz C., 423
Sabatté, Micheline, 436 Sood, Sanjay, 429 Tomczak, Torsten, 433 Wang, Qi, 436
Samaha, Stephen A., 417 Sotnikova, Adelina, 30 Toor, Amar, 429 Wang, Vera, 111
Sandler, Adam, 177 Spacey, Kevin, 169, 170 Townsend, Matt, 418 Ward, Mark, 439
Sandy, Carson J., 427 Spade, Kate, 111 Trachtenberg, Jeffrey, 424 Ward, Morgan K., 424
San Miguel, Renay, 432 Spangenbeg, Eric R., 438 Treacy, Michael, 418 Warlop, Luk, 423
Santos-Vijande, Maria Leticia, 433 Spence, Ewan, 423 Tregear, Hannah, 421 Warren, Christine, 420
Sarigöllü, Emine, 429 Spiggle, Susan, 429 Tripp, Thomas M., 433 Wasik, Bill, 423
Sauer, Abe, 438 Srull, Thomas K., 437 Trivedi, Minakshi, 434 Wasserman, Todd, 422,
Scarpati, Kevin, 435 Staub, Eric A., 434 Troye, Sigurd, 417
Schaal, Dennis, 437 Steel, Emily, 422, 437 Tsiros, Michael, 417, 433 430, 436
Schaefer, David H., 438 Stengel, Richard, 421 Tsukayama, Hayley, 423 Watercutter, Angela, 417
Schaefer, Mark W., 420 Stenquist, Paul, 432 Tucker, Catherine, 417
Stephen, Andrew T., 427 Tugend, Alina, 438
Stern, Joanna, 429

444  Name Index

Watson, Elaine, 430, 436 Wilson, Mark, 430 Wu, Yuhong, 431 Yuping, Liu-Thompkins, 424
Wauters, Robin, 426 Wilson, Ross, 421 Wyer, Robert S., Jr., 434 Yuseph, Sonia, 432
Weber-Mendham, Karen, 63 Winer, Russell S., 418, 431
Wedel, Michael, 429 Wines, Michael, 427 X Z
Weigold, Michael F., 437, 438 Winfrey, Oprah, 218
Weitz, Barton A., 424, 425, Wingfield, Nick, 425, 433 Xiaojing Yang, 437 Zainulbhai, Adil S., 432
Winsor, Robert D., 432 Xu, Alison Jing, 434 Zatlawi, Racheli, 154
432, 434, 435, Witherspoon, Reese, 106 Zeithaml, Valerie A., 269, 418, 432
436, 439 Witkowski, Wallace, 432 Y Zeplin, Sabrina, 429
Wentzel, Daniel, 432 Wohl, Jessica, 421 Zhen Zhu, 432, 433
Wesson, Michael, 433 Wojick, John, 398 Yadav, Manjit, 431 Zidane, Zinedine, 374
Wheatley, Malcolm, 418 Wolfe, Alexandra, 417 Yang, Botao, 423 Zigmond, Dan, 437
White, Katherine, 437 Wolfson, Rachel, 428 Yehezkelli, Shai, 154 Ziobro, Paul, 430
Whitelocks, Sadie, 439 Wolonick, Josh, 420 Yeung, Ken, 419 Zipp, Yvonne, 432
Whiting, Anita, 433 Wong, Elaine, 437 Ying Hong, 432 Zito, Dustin, 44
Wiersema, Fred, 418 Woo, Stu, 432 Ying Zhang, 423 Zmuda, Natalie, 417, 426, 429, 430,
Wilcox, Keith, 427 Wood, G., 421 York, Emily Bryson, 435
Wiles, Michael A., 429 Wood, Stacy, 424 Yu, Rose, 427 431, 432, 438
Wilkie, William W., 417, 421 Wright, Robin, 169 Zuckerberg, Mark, 158
Williams, Stephen, 438 Wu, Jason, 228 Zumberge, Marianne, 423
Wilson, Eric, 427, 437

Name Index 445

company/product index

A Apple Newton, 244 Blackberry, 244, 267 Cheerios, 37, 69, 111, 377, 392
Apple’s App Store, 60 Blendtec, 247 Cheesecake Factory, 105, 120,
A&E channel, 182 Apple self-driving Bloomingdale’s, 166
A&W, 231 Bluefly.com, 338 121, 393
ABC network, 356 car, 97 Blu-Ray, 257, 260 Cheetos Lip Balm, 231
Abercrombie & Fitch, 208 Apple’s Safari, 68 BMW, 78, 181, 220–221, 363 Cheez-Its, 230
Accenture, 127, 160, 165, 400 Apple Stores, 69, 121 BMW K1600 motorcycle, Chef Jet, 238
Activia, 227 Apple Watch, 42, 288 Cherry Coke, 32
Acxion, 180 Aquafina, 6 103, 104 Chevrolet, 32, 230, 381
adidas, 28, 30, 39, 146, 374 Arcade Fire, 212 Body Shop, 254 Chevrolet Concept Code
Adobe SiteCatalyst, 63 ArdGIS, 16 Boeing Company, 56, 312,
Adomic, 63 Arm & Hammer detergent, 130R, 241
ad:tech, 63 397–398, 401 Chevrolet Malibu, 385
Aflac, 79 284, 293 Boeing 787 Dreamliner, 398 Chevrolet Sonic, 241
Ahold U.S., 333 Armani, 298 Booth Bay, 269 Chevrolet Tru 140S, 241
Airbus, 397 Asda, 211 Boston Consulting Group, Chevy Camaro, 163
Air Jordan, 21 ASICS, 60, 363 Chevy Cobalt, 249
AJWright, 337 AT&T, 68, 98 40–42 Chevy Volt, 241
Albertson’s, 122 Audi, 97, 129, 130, 151, 181 Bottled Water for Pets, Chex cereals, 241
Aldi, 333 Audi Quattro, 188 Chili’s restaurants, 276, 389
Alfani, 336 Avaya, 165 244, 256 Chipotle Mexican Grill,
Alka-Seltzer, 355 Aveda, 234 Bravo, 416
All-Bran, 172 Avon Products, 313, 410 Broadmoor Hotel, 271 371–372, 373
Almax, 214 Axe, 222 Buena Vista Concerts, 355 Chips Ahoy, 11
Alterna, 258 Axe Anarchy, 223 Buffalo Wild Wings, 17–18 Chips Deluxe, 242
Altuzarra, 228 Bugaboo Inc., 90 Chobani, 235
Amazon, 15, 33, 58, 63, 78, B Bugatti, 130 Choice Hotels, 266
Buick Encore, 241 Christian Louboutin, 109
185, 204, 225, 278, Babar, 10 Build-A-Bear, 185, 186 Chrysler Corporation, 241
279, 307–308, 313, Balanced Body, 250 Burger King, 92, 231, 338, 352 Church & Dwight Company, 284
314, 346, 361 Banana Republic, 102, 109, 301 Burlington Coat Factory, 338 Cisco Systems Inc., 160, 400
Amazon Mechanical Turk Band-Aid, 227 BurnMed, 107 Clairol, 244
Site, 211 Bango, 63 Burton snowboards, 54 Clarion Motels, 266
Amazon Prime, 25, 263–264 Barbour, 394 Burt’s Bees, 76 Cleopatra clutch purse, 104
Amazon Vendor Flex program, Barnes & Noble, 346 Business Calendar, 58 Clickstream, 63
308, 313, 319 Barneys, 404 Buy Plus, 77 ClickTale, 63
American Airlines, 185, 233, Baroni, 106 Clorox, 54, 227
287, 293 Baroni Expressive Pendant, 106 C Coach, 329, 330, 331, 332, 340
American Airlines/U.S. Airways, 187 Bass Pro Shops Outdoor Coach for Men, 329, 334, 335,
American Apparel, 52, 316, 317, C. Wonder, 341–342
324, 325 World, 341 CabeLabs-Energy Lab 336, 337, 340, 341
American Beauty, 340 Beautyrest, 115 Coborn’s, 93
American Express, 204, 277, 382 Bed, Bath, & Beyond, 33, 248 consortium, 250 Coca Cola Company, 25, 26, 32,
American Giving, 61 Bell Labs, 165, 257 Cadbury candies, 11
American Legacy Foundation, 378 Ben & Jerry’s, 253 Cadbury International, 150 39, 78, 145–146, 150, 171,
American Living, 335 Benetton, 174 Cadillac, 32, 181, 230 208, 213, 225, 226, 227,
Analtech, 353 Bentley, 130 Cadillac ATS, 241 229, 234, 244, 249,
Android, 33, 267 Best Buy, 57, 91, 319, 320, 322, Call of Duty Advanced 349–351, 352, 353,
Android Auto, 39 354, 393, 409, 410
Android Auto System, 39 323, 409 Warfare, 242 Cocoa Krispies, 172
Android bootcamp, 39 BestBuyDeals, 57 Camaro, 32 Coco Pops, 172
Angry Birds, 67, 68 BestBuyNews, 57 Campbell Soup Company, Coke, 6, 32, 87, 88, 120, 144, 219,
Animals, 242 Bic disposable underwear, 231 348, 350
Anytime Fitness, 315, 316 Bic Underwear, 244 163–164, 209, 214–215 Coke II, 32
AppClix, 63 Big Gripper bucket, 252 Candy Crush Saga, 57, 69 Coke Zero, 32, 171
Apple App Store, 60 Big Knit charity promotion, 56 Capri Sun, 239, 242 Coldplay, 372
Applebee’s, 276 Big Lots Inc., 337, 338 CarMax, 287 Cole Haan, 24, 184, 330, 331
Apple CarPlay, 127–129 Big Machine Label Group, 377 CarPlay, 127–129 Colgate, 149, 230, 409
Apple Inc., 5, 7, 15, 16, 18, 21–24, Bing, 106, 251 Carrefour, 328 Colgate Kitchen Entrees,
25, 26, 39, 41, 132, 224, Bing Maps, 251 Cartier, 166 231, 244
226, 243, 257, 258, 259, Birkenstock sandals, 119 CBS, 88 Columbia Sportswear Company,
288, 318, 363, 393, 394 Birkin bag, 188 CCTV (China’s television 362, 363
Bizrate.com, 294 Comfort Inn, 224, 266
BJ’s Wholesale Club, 334 agency), 38 Comfort Suites, 266
Black & Decker, 248, 379 Center for Democracy & Communispace, 208
Condé Nast, 183, 184
Technology, 213 Corning, 85
Chanel, 188
Charmin, 388
Cheer, 285

446

Corvette, 32 Enkauf, 328 Frappuccino, 8 Gripz, 242
Costco, 230, 233, 310, 328, Entenmann’s, 295 Fred Meyer, 333 Groupon, 36
Epsilon, 180 Friskies cat food, 228 GrubHub, 69
333, 334 Era, 285 Frito-Lay, 177, 231, 322 Gucci, 13, 14
Coupons.com, 341 Eraser, 385 Frito-Lay Lemonade, 244 Guru.com, 134
CoverGirl, 340, 385 ESPN, 392 Frito-Lay SunChips, 94
Crate & Barrell, 120 ESRI, 179 Frogbox, 239, 240 H
Crest toothpaste, 230, 287 Esri’s Geographic Information Froot Loops, 172, 230
Crispy Beef, 244 Fruitopia, 32 H. J. Heinz Company, 164
CVS, 15, 330, 331, 336, 340–341, System, 16 FuelBand, 21–24, 29 Häagen-Dazs, 94, 231
Estée Lauder, 329, 330, 331, Fujitsu, 249 Haier, 150
390, 391 Fusion ProGlide Razor, 86 Hallmark, 259
336, 340 Futurebrand, 233 Hammacher Schlemmer, 90
D Etsy, 312 Hampton Hotels, 316
Eva, 328, 331, 332, 334, 335, G H&M, 254, 326–328
Daimler, 132 H&R Block, 104, 105
Dairy Brand, 234 336, 337, 342 Gain, 285 HappyCow, 17
Dairy Milk Shots, 150 Evolution Fresh, 3 Gap, Inc., 52, 109, 232, 363, 402 Harley-Davidson, 175, 354
Dairy Queen, 352 Expedia, 17 Gap.com, 52 Harley-Davidson Perfume,
Dannon yogurt, 71, 394 Experian, 180 Garage Parties, 174
Danone, 3 Expos2, 400 Gatorade, 47–48, 188, 189–191 244, 256
Dasani, 6 EyeSee mannequins, 214 Geek Squad, 409 HauteLook, 301
DBS Group Holdings, 131 General Electric, 25, 26, 56, 61, 76, Havaianas, 394
DejaBlue, 234 F HeatMax Hot Hands Hand
Dell Inc., 184–185, 255, 310 78, 80, 112, 127–128, 138,
Del Monte, 258 Facebook, 5, 7, 16–17, 48, 49, 50, 163, 226 Warmers, 220
Delta Air Lines, 287 53, 54, 55, 58, 60, 61, 63, General Mills, 37, 69, 94, 241, H-E-B Supermarkets, 121
Denizen brand, 249 64, 65, 77, 88, 96, 113, 141, 251, 377 Heinz Ketchup, 287
Denny’s Inc., 316 158, 173, 205, 208, 211, 214, General Motors, 97, 129, 181, 230, Hermès, 188
Diet Coke, 6, 32, 125, 202, 218, 223, 239, 257, 267, 241, 248, 249, 312 Hertz, 31–32
349, 361, 366, 383, Gerber Baby, 189 Hewlett-Packard, 231
227, 350 389, 391 Giani Bernini, 340 HGTV, 416
Diet Pepsi, 6, 114, 202 Gillette Company, 85–86 Hole in the Wall Gang
Dillard’s, 330, 331, 340 Facebook analytics, 212 Gillette Fusion Proglide, 245
Disney Channel, 356 Facebook Insights, 63 Gilt, 301 camps, 76
Disney’s Fashion Studio, 356 Famous Amos, 230 Give Kids, 79 Holiday Inn, 160
Distimo, 59 FedEx, 78, 312 GlaxoSmithKline, 137 Home and Garden TV, 382
Doctor Mole, 107 Feeding America, 12, 71 GMC brand, 230 Home Depot, 52, 92, 252, 310,
Dodge Charger, 163 Fender Telecaster, 290 GNC, 360
Dollar General, 331, 337 Ferragamo, 166 GoodData, 204 312–313, 328, 339
Domino’s Pizza, 160 Ferrari, 129 Goodyear, 40 Home Goods, 337
Doritos Locos, 222 Fiat, 241, 361 Google+, 49, 51, 55, 77 HomePlus Virtual Stores, 35
Doublemint Gum, 122 Fitbit, 58 Google AdWords, 205, 367 Home Sense, 337
Drawbridge, 68 Five Guys Burgers, 352 Google Analytics, 63, 205, Home Shopping Network, 55
Dreamworks, 170 Flickr, 52, 55, 56, 77 366–367 Honda, 97, 129
Driscoll Strawberry Flipboard, 58–59 Google Calendar, 58 Hone, 14
Flirt, 340 Google Glass, 14, 101, 102, 246 HootSuite, 63, 139
Associates, 110 Florida Power & Light, 297 Google Inc., 25, 26, 37, 39, 63, Hotel Collection, 336
Drop Dead clothing line, 358 Flurry, 63 78, 88, 102, 106, 129, 204, Hot Wheels video game, 391
Dr Pepper, 88, 124 Flyknit, 29 205, 226, 227, 251, Hovercraft, 90
Dunkin’ Donuts, 3, 8, 224, 316 Foodspotting, 17 304, 354 HubSpot, 51, 141
Dyson, 33–34, 36, 248 Foot Locker, 23 Google Maps, 355 Huggies, 240
Dyson Ball Vacuum, 247 Ford Anglia, 241 Google Open Automotive Hugo Boss, 254
Ford Cargo Van, 32 Alliance, 129 Hulu, 372
E Ford Explorer, 32 Google self-driving car, 97 Hunt’s, 294
Ford Fiesta, 77, 241 Google’s Play App Store, 69 Hydro razor, 85–86
E. L. Fudge, 242 Ford Focus, 77 Google Wallet, 95 Hy-Line Cruises, 51
eBay, 10, 292, 312 Ford Fusion, 32, 116, 241, 385 Gorilla Glass, 85 Hyundai, 97, 129
eBay Now, 25, 26 Ford Fusion Energi, 241 GoToMeeting, 400 Hy Vee, 93
ecomagination, 80 Ford Motor Company, 12, 77, 127, Goya Foods, 309
Edition hotels, 231 Green Giant, 251 I
Eggo Syrup, 230 163, 208, 292, 312, Green Valley Motel, 269, 270,
eHarmony, 61, 62 361, 379 274–275, 279 iBeacon, 18
ElbowMed screws, 136 Ford Mustang, 163 Green Works products, 54 IBM, 25, 26, 63, 127, 130, 131, 160,
Electrolux, 247 Forever 21, 53, 324 Grey Poupon, 77
Electronic Privacy Information Forrester Research, 88 Grilled Chicken, 244 161, 226, 248, 287
4G, 95 IBM SurfAid, 63
Center, 214 Four Young Guys, 50 IDEO, 250
Energizer Bunny, 224 Foxconn, 318 iHealth Wireless Scales, 58
Energizer USA, 85 Fox network, 106

Company/Product Index 447

IKEA, 15, 153, 343, 345 Kraft Macaroni & Cheese, 122 Mario Kart, 302 National Hockey League, 232
iMac, 42 Krave, 69 Marks & Spencer, 384 National Purchase Dairy Panel,
iMac Desktop, 41 Kroger, 15, 172, 204, 229, 271, Marriott Hotels, 115, 231
Imgur, 56 Mars Chocolate North 198, 201
Ina Dusk Personal Alarm, 272, 328, 333 Nau, 86
America, 185 NBC, 182
383, 384 L Marshall’s, 12, 337 Neiman Marcus, 330, 331, 340
Ina Personal Alarm, 384 Mars Inc., 218 Neo, 374
Infiniti, 32 L. L. Bean, 279, 281, 345 Marvel films, 116 Nestlé, 94
Innocent, 56 Lacoste, 225 MasterCard’s Easy Pay, 95 Netflix, 15, 57, 95, 96, 111, 169–170,
In-N-Out Burger, 125 Lamborghini, 130 Match.com, 388
Instagram, 55–56, 77, 389 Lana Marks, 104–105, 120 Material Girl brand, 339 204, 246
InstagramEngine, 77 Lancôme, 375 Maybelline, 331, 340 Netscape, 257
Intel Corporation, 25, 26, Land Rover, 77 Maytag, 113 NeuroFocus, 215
Lands’ End, 184 MB’s Dream, 50 Neutragena Wave, 230
224, 226 Latitude, 63 McCafés, 3 New Balance, 30, 140, 141, 394
iPad, 5, 18, 22, 33, 41, 42, 95, Lay’s, 63, 64 McDonald’s, 3, 8, 25, 26, 78, 148, New Coke, 244
Lee jeans, 300 Newman’s Own, 76
132, 170, 239, 243, 244, L’eggs, 234 155, 160, 189, 196–200, 211, Newman’s Own Organic, 76
247, 257, 258, 259, 267, Lego, 146, 147, 238 212, 224, 226, 361, 371 Newton Running, 184
278, 328, 363, 393 LegoLand, 343 McKinsey & Company, 80 New York Times, 379
iPhone, 18, 22, 33, 41, 239, 243, Lenovo, 161, 402 MediaCloud, 63 Nextag PriceGrabber, 393
246, 258, 259, 267, 288, Let’s Get Ready, 61 Medialets, 63 Nickelodeon, 30
318, 363, 393 Levi’s, 128, 157, 249 Mediamark Research Inc., 201 Nielsen BASES, 255
iPod, 41, 243, 259, 288, 363, 393 Lexus, 6, 50, 77, 97, 181 MediaMelon, 63 Nielsen Company, 195, 198,
IRI, 88, 201, 202 Lifesavers Soda, 231 Meijer, 333
Isis Mobile Wallet, 95 Lifestyle Lift, 278 Men’s Wearhouse, 177 201, 202
iTunes, 5, 7, 52, 257 Lilly Pulitzer, 228 Mercedes-Benz, 14, 129, 132, Nike, 8, 9, 14, 21–24, 26, 28, 29,
iTunes Store, 7 Li Ning, 30 151, 166
LinkedIn, 53, 54–55, 139, Mercedes-Benz St. 550, 241 30, 39, 45, 86, 140, 157,
J Merck, 248 166, 172, 176, 184, 189,
141, 402 Metro Group, 328, 332–333 224, 229, 287
J. Crew, 394 Little Movers Slip-Ons, 240 Metronome, 63 Nike Fit band, 101
J. D. Power & Associates, 201 Liz Claiborne, 254 Michael Graves toasters, 321 Nike ID brand, 8
Jawbone, 14 Loblaw, 333 Microsoft Corporation, 25, 26, 33, Nike+iPod, 29
Jawbone UP, 58 Localytics, 63 61, 160, 226, 234, 251 Nikon Digital Learning Center, 52
JCPenney, 335, 340, 347 Longines, 166 Microsoft Kinect, 206–207 Nokia, 160
JetBlue Airways, 312, 361 Long John Silver’s, 231 Mind Controlled UFO, 90 NOP World, 201
Jiffy Lube, 338 Louis Vuitton, 188 Mini, 220–221 Nordstrom, 204, 275, 279,
Jimmy John’s Gourmet, 316 Lowe’s, 204 Minnesota Timberwolves, 49 335, 345
Jolly Green Giant, 189 LSTN, 73 Minute Maid, 227, 350 North Face, 118
LTE, 95 Minute Maid Pulpy, 249 Nova Armored Baby Beaton
K Lucent Technologies, 165 Mobile Hotspots, 95 handbag, 301
Mondelez International, 11 NStar, 297
Kardashian Kollection, 336 M MoPub, 383
Kashi, 69, 111 Morningstar Farms, 230 O
Kayak, 17 Ma Bell, 98 Morton Salt, 233
Kayak.com, 293 Macbook, 18 Motorola, 161 Office Depot, 360
K-Cup Packs, 243 M-A-C Cosmetics, 329, 330, Motorrad, 220 Old Spice, 392
K-Cups, 4 Movember, 28, 29 Olive Garden, 232
Keebler, 230, 242 332, 336 Mozilla’s Firefox, 68 Omaha Steaks, 359
Kellogg’s, 69, 172, 202, 225, Mac Desktop, 42 MSN, 133 OnStar, 249
Mack Weldon brand, 174 Mtracking, 63 Opioid painkillers, 117
229, 230 Macy’s, Inc., 102, 109, 112, 118, MTV, 43–45 Oracle Corporation, 127
Kellogg’s Breakfast Mates, 244 Music Connection, 260 Orbitz, 17
Kellogg’s Corn Flakes, 379 119, 124, 181, 185, 204, MyCoupons.com, 391 Oreo, 11, 379
Kentucky Fried Chicken, 160, 231 221, 330, 335, 336, 340, MyFitnessPal, 58 Outback Steakhouse, 120
KeyMetric, 63 381, 404 My Magic wristband, 25, 193 Outlook Calendar, 58
Kia, 392 MADD, 218 My Starbucks, 5 Outnumber Hunger, 377
Kindle, 225 Madone 7 Series bicycles, mySugr app, 107 Overstock.com, 338
KitchenAid, 113, 229 219, 220
Kleenex, 227, 376 Magic Band, 25 N P
Kmart, 119, 336, 352 Magic Kingdom, 25
Kodak, 61, 255 Magnet Theater Touring National Basketball Palm Pilot, 244
Kohl’s, 228, 335, 340 Company, 50 Association, 232 Paradigm, 288
Kraft cheese, 8 M&Ms, 218, 219 Passion Pit, 212
Kraft Foods, 202, 207, 208, 239, M&Ms Chocolate Candies, 185 National Football League, 60, Patagonia, 86, 346
Mango, 324 61, 232 Patek Philippe, 188, 298
242, 332

448  Company/Product Index

Payless ShoeSource, 392 Revlon, 330, 331 SoftLayer, 131 3M Corporation, 242
Pebble, 257 Rice Krispies, 224, 225, 230 Sony Betamax, 244 Thums Up, 146
Peet’s Coffee and Tea, 338, 342 Rite Aid, 336 Sony Corporation, 221, 229, 257, Tide, 8, 222, 283–284,
PenAgain, 309–310, 314–317 Ritz-Carlton, 83, 231, 270
Pepsi, 6, 87, 120, 190, 224, Rolex, 159, 288 276, 319, 322, 323, 392 293, 382
Rollerblade, 390 Sony PlayStation 3, 225 Tide Basic, 222
331, 332 Rolls-Royce, 220–221 Sour Patch Kids Stride gum, 11 Tide Plus, 284
PepsiCo, 8, 39, 47, 61, 145, 202, Rolls-Royce Ghost, 221 Sour Patch Kids T-shirt, 11 Tide Simply Clean & Fresh, 284
Rolls-Royce Phantom, 221 South Beach product line, Tie-a-Tie, 52
208, 225 Rolls-Royce Wraith, 221 Tiffany & Company, 120, 122
Pepsi Max, 376 Roost, 51 207, 208 Timex, 298
Pfizer, 248 Roper Center for Public Opinion Southwest Airlines, 26, 78, 187, TJMaxx, 12, 337
Philadelphia cream cheese, 287 TJX Companies, Inc., 12, 337
Philips Electronics, 74 Research, 201 208, 362, 363 TNT, 379
Photobucket, 56 Ross Stores, 337–338 Spartan, 83 TOMS Marketplace website, 73
Photoshop, 385 RueLaLa, 301 Special K, 172, 230 Toms Shoes, 73
Pilates, 250 Speedo, 394 TomTom, 255
Pinkberry, 361 S Splunk, 204 Tony the Tiger, 189
Pink Ribbon, 28, 29 Sports Authority, 312 Toolkit, 373
Pinterest, 55 Saddleback Leather, 189 Sprite, 32 Tootsie Rolls, 268
Pizza Hut Inc., 32–33, 160, Safeway, 93, 172, 333, 409 Squier Bullet Strat guitar, 290 Touch of Yogurt Shampoo, 244
St. Jude’s Children’s Research Stanley Tool Company, 312–313 Toyota, 97, 224, 226, 227
231, 316 Staples, 50, 185, 336, 342, 409 Toyota Prius, 32, 228, 241,
Planet Fitness, 267, 268 Hospital, 389 Staples.com, 344
P9OX, 410 Saks Fifth Avenue, 330, Starbucks, 2–5, 9, 15, 16, 78, 160, 356–357
Polo/Ralph Lauren, 294 Toyota Rav 4, 32
Porsche, 14, 181 331, 340 161, 178, 231, 338, 393 Toys “R” Us, 147
Porsche Boxter, 289, 290 Salesforce.com, 61, 113, 404 State Bicycle Company, 212 Trader Joe’s, 230, 334
Post cereals, 111 Sam’s Club, 334 State Farm Insurance, 224, 228 Travelocity, 17, 276
Powerade, 189–191, 350 Samsung 4K televisions, 245 Stelmatzky, 154 Trek, 219, 220, 379
Prada, 388 Samsung Electronics, 25, 26, Stone + Cloth, 73 TripAdvisor, 276, 278
PR & Communications, 38 Stone Cold Fox, 50 Tropicana, 224, 232
Premier Crue Music, 260 226, 264, 388 Stop & Shop, 230 TrueFit.com, 106
Priceline, 17, 363 Samsung’s Galaxy Gear, 102 Stouffer’s, 356 Tumblr, 50, 51
PricewaterhouseCoopers, 63 Samsung smartwatch, 102 Strategic Business Insights, TweetDeck, 63
Pringles, 122, 164 Sandies, 242 TwinPic, 56
Proactiv, 172 SAP, 204 175, 176 Twitter, 5, 11, 48, 50, 51, 52, 55,
Procter & Gamble, 78, 149, SAS, 63 Stratocaster guitars, 290
Save-A-Lot, 333 Subaru, 189, 348 58, 60, 61, 63, 77, 96, 113,
150, 162, 207, 222, 254, Schedulicity, 51 Subway, 92, 316, 410 139, 141, 158, 185, 202, 205,
283–285, 286, 308, 313, Schick, 85–86 Supercuts, 316, 338 208, 223, 265, 267, 277,
314, 319, 332, 337, 382 Schwarz Group, 328, 333 Super Kmart Center, 333 349, 353, 361, 382, 383,
Propel Fitness Water, 190 Sears, 300, 301, 335, 336 Super Target, 333 389, 402
Publix, 333 Sears Holdings, 333, 336 Supervalu, 333 Twitter@Coupons, 341
Puma, 205, 366 Seat, 130 Survey-Monkey, 211 Twitter Web Analytics, 63
PUMA Golf, 205 Self magazine, 24 Swatch, 298
Pure Green Coffee, 387 Sephora, 122, 123, 341 Sweet Tomatoes, 105 U
Servpro, 316 SymphonyIRI Group, 88
Q 7-Eleven Inc., 316, 331 Sysco, 142 Under Armour, 224
7 for All Mankind, 106 Unilever, 165, 223
Quality Motels, 266 7Up, 188 T United Airlines, 9, 287
Qualtrics, 211 Sexy Green Car Show, 380 United Parcel Service, 127, 307,
Shearer’s Chips, 251 Taco Bell, 115, 222, 231
R ShopSavvy, 391 Tangy Fish, 244 312, 325, 401
Siemens, 128 Target.com, 360 United States Postal Service, 307
Rachel Bilson, 336 Siemens Energy, 132 Target stores, 95, 119, 146, 228, Uno Chicago Grill, 276
Radio Disney, 355 Simmons Market Research UP brand, 14
Radio Shack, 226 249, 308, 313, 321, 328, Urban Outfitters, 91
Ralph Lauren, 12, 189, 335, 388 Bureau, 201 333, 336, 360 U.S. Airways, 187
Ray-Ban, 394 Singapore Airlines, 26 Tata Consultancy Services, 160 U.S. Foods, 142
Recon ski goggles, 102 Sirius XM Satellite Radio, 7 Tata Group, 161
Red Box, 246 Six Flags theme parks, 218, Tata Starbucks, 161 V
Red Bull, 216–218, 379, 386, 389 Tax Institute, H&R Block, 105
Reebok, 140 265, 266 Teavana, 3 Vacheron Constantin, 298
REI, 281, 345 Skoda, 130 Teint Miracle, 385 Vail, 379
Renaissance Hotels, 231 Skype, 400 Temptalia, 52 Vanilla Coke, 409
Rent the Runway, 111 Sleep Inn Hotel, 266 Tesco, 35, 203, 204, 303, Vanilla Wafers, 242
Research and Markets, 201 Snapchat, 173 323, 328 vCath, 107
Snapple, 110, 224 Texaco, 189
Snickers, 218 TheFind.com, 294
Snoobi, 63 Thirsty Cat, 244

Company/Product Index 449

Vegin’sOut, 17 W WhatsApp, 173 Y
V8 juice, 268 Wheat Thins, 11
Verizon, 68 Walgreen’s, 95, 328, 336, 342 Whirlpool, 113 Yahoo!, 133, 162
Victoria’s Secret, 181, 392 Walkman, 226, 257 WhiteLight, 290 Yankelovich, 201
Victoria’s Secret Fashion Show, Walmart, 72, 80, 90, 119, 120, Whole Foods, 69, 119, Yelp, 17, 278
Yoostar, 43
237, 238 136, 157, 164, 204, 211, 120, 334 Yoplait, 394
Vienna Fingers, 242 274, 299, 309–310, Wi-Fi, 95 YouTube, 48, 51, 52, 55, 56,
Vine, 55 314–317, 323, 328, 331, Wii consoles, 170
Vintage Hot Rod, 290 332, 333, 334, 336, Windows Model 7, 33 77, 158, 205, 223, 247,
VIP Deals, 278 342, 347, 391 Winners, 337 353, 355, 361, 372,
Virgin Airlines, 344 Walt Disney Company, 25, WordPress, 51 379, 380
VisiStat, 63 26, 79, 87, 170, 193–195, WornOnTv.net, 106 Yum! Brands, 231
Volkswagen, 37, 38, 411 354–356 Wrangler, 378, 380
Volkswagen Commercial Waste Management, 234 WRU Welsh Rugby Z
Watson computer, 131
Vehicles, 130 Webtrends, 63 Team, 224 Zappo’s, 234, 410
Volkswagen Group, 129–130 Wegmans, 56, 93, 120 Zara, 165, 324
Volkswagen Group China, 38 Weixin, 58 X Zippo, 231
VoluntEAR program, Disney, 79 Wells Fargo Bank, 132 Zoomerang, 211
Volvo, 129, 355 Wendy’s, 125, 198, 199, 200 Xbox 360, 33, 43
VSP, 102 Xerox Corporation, 130
VWSupplyGroup.com, 130

450  Company/Product Index

subject index

A page number with an e indicates headlines, 384 Advertising Standards Authority Avengers, 117
an exhibit. and health concerns, 92 (UK), 358 Awareness, 354–356
impact assessment, 386
A innovations on social media, 50 Affective component, 116 B
institutional, 376–377 African American consumers,
Absolute budget, 364 in IMC, 357–358 Baby Boomers, 89
Academy Awards, 388 and language differences, 90–92 clichéd image of, 88
Achievers, 176e Aggressive marketing tactics, 117 as TV audience, 182
Acquisitions 165–166 AIDA model, 354
legislation on, 98 Bait and switch, 304
by General Electric, 127–128 and marketing channels, 312 action, 356–357 BCG matrix; see Portfolio analysis
by Starbucks, 3–4 media evaluation and selection, awareness, 354–356 B2C marketing; see Business-to-
Action, 356 desire, 356
in ethical decision-making, 381–383 interest, 356 consumer marketing
media for, 373 Aided recall, 354 Behavioral component, 116
74–75 message conveyance Airplane industry Behavioral segmentation, 177
Action plan, 199–200
Actual product, 219 emotional appeals, 380 consolidation, 397 loyalty segmentation, 177–178
Adding value informational appeals, Alpha testing, 253 occasion segmentation, 177
Alternatives evaluation, 108–111 Believers, 176e
at American Airlines, 233 379–380 Benefit segmentation, 177
Apple Watch, 288 objectives attribute sets, 109 Beta testing, 254
automobile innovations, 241 consumer decision rules, 110–111 and Internet, 255
Baby Boomers and TV, 182 focus, 376–378 in ethical decision-making, Better Business Bureau, Children’s
Broadmoor resort, 271 informative, 375
college sports tickets, 403 persuasive, 375 74, 75 Advertising Review
digital devices, 14 pull and push strategies, American Horror Story, 57 Unit, 387
Ford Motor Company, 163 American Idol, 352 Big Bang Theory, 352, 363, 392
gender and buying patterns, 91 374–375 American Marketing Association, Big box retailer, 336
grocery stores as health reminder, 375–376 Big data, 204, 308
versus other promotions, 5, 13, 71 development of, 204
providers, 93 Code of Ethics, 74 General Motors use of, 249
H-E-B Supermarkets, 121 372–373 marketing research leading firms, 204
Home Depot, 339 paid for, 373 software solutions, 204
Hy-Line Cruises, 51 persuasive, 373 guidelines, 213 sources of growth, 205
inbound marketing, 141 pretesting, 386 America’s Best Dance Crew, 43 Big Mac Index, 148–149
marketing channels, 310–312 product-focused, 376 Analysts, LinkedIn users, 139 Biometric data, 214
McDonald’s, 197 public service and exchange rates, 152 Blogs, 56, 361
online backups, 267 Animal testing, 254 corporate, 56
personal selling, 399–402 announcements, 377 Anticipatory shipping system, FTC guidelines, 77
Priceline, 363 puffery, 387–388 function, 56
quick delivery, 309 reach, 365 307–308 to generate leads, 402
Salesforce.com, 405 regulatory and ethical issues, Antitrust laws, 304 personal, 57
Tata Starbucks, 161 Appeals, in advertising, 379–380 professional, 56–57
Trader Joe’s, 334 387–388 Apps; see Mobile apps Blog trends, 47
virtual stores, 35 relevance of ads, 367 Architectural Digest, 183, 184 Bloomberg Businessweek, 26
Administered vertical marketing sales impact, 386 Asian Americans, 92 Body by Milk campaign, 12
scheduling, 382–383 Associated services, 219 Body copy, 384
system, 314 Association of Southeast Asian Bon Appetit, 183
Ad-supported app, 59 continuous, 382 Bonus, 411
Advanced shipping notice, flighting, 382 Nations, 152 Bottled water labels, 234
pulsing, 383 Assurance, 270, 271, 272, 408 Bottom of the pyramid
320, 323 shifting boundaries of, 350 Attitude, 116 market, 150
Advertising, 357, 372 subheads, 384 Bounce rate, 63
target audience components, 116 Boycott, 136
body copy, 384 incongruence among, 116–117 in China, 137
and brand association, 228 identification, 373 influence of learning on, 118 Brainstorming
brand elements, 384 targeted, 68 marketer influence on, 117 for ethical decision-making, 74
budget, 378–379 tracking, 386 Attribute sets for product development, 250
Chipotle Mexican Grill, 371–372 in traditional media, 340 determinant attributes, 109 Brand association, 228
cooperative, 341 websites for, 340–341 evaluative criteria, 109 Brand awareness, 226, 354
creation of, 383–385 Advertising campaign evoked set, 109 building, 375
deceptive, 70 Babar books, 10 retrieval set, 109 creating, 227
deceptive and illegal, 303–304 cultural differences, 166–167 universal set, 109 persuasive advertising, 375
frequency, 365 dairy industry, 12 Augmented product, 219 Brand dilution, 231
and generation gap, 88 Got Milk, 377 Autocratic buying center, 138
gross rating points, 365 objectives, 374–378 Automobile industry
by H&R Block, 105 against smoking, 378 advertising by, 384–385
Advertising expenditures in China, 151
digital spending, 365e Ford Motor Company, 163
global, 373 General Motors, 181, 249
Advertising plan, 374 innovations, 241
Advertising schedule, 382 Volkswagen, 38

451

Brand elements, 384 Bribery Index, 137 Business-to-business markets Walmart in, 80
Brand equity, 226 BRIC countries, 149–150, 258; see government, 132 working conditions, 318
institutions, 130 Choice, 9
and brand dilution, 231 also Brazil; China; India; iPad users, 132 Churn, 204
Brand extension, 230–231 Russia manufacturers, 129–130 Clayton Act, 304
appeal of, for global marketing, resellers, 130 Click farms, 77
unsuccessful, 231 155–158 service providers, 129–130 Click path, 63
Brand image, 346 literacy rates, 165 Click-through rate, 367
Branding Browsing, 343 Business-to-consumer Closing the sale, 407
Budget marketing, 10 Cloud computing, 131, 405
customer loyalty and, 225 for advertising, 378–379 Coalition for Consumer Information
facilitating purchases, 224–225 for IMC advertising spending, 379
introduction, 224 objective and task compared to B2B marketing, on Cosmetics, 254
protection from competition, 225 method, 364 Co-branding, 231
value for customer, 225 rule-of-thumb methods, 364 128–129, 142–143 Coercive power, 315
Branding strategies for marketing campaign, 64 customer input for, 251 Cognitive component, 116
brand and line extensions, Bureau of Alcohol, Tobacco, and generating and qualifying Cognitive dissonance
Firearms, 387
230–231 Bureau of Labor Statistics, 90 leads, 404 in attitudes, 116–117
brand licensing, 231–232 Business ethics, 70 Buyers, 135 postpurchase, 112
brand ownership, 229–230 bribery and, 137 Cold calls, 403
co-branding, 231 at General Electric, 76 example, 136 to generate leads, 402
naming brands and SWOT analysis, 76 Buying centers, 135 loss of popularity, 403–404
Business relationships, College athletics tickets, 403
family brands, 230 improving, 242 roles in, 135–136 Commission, 411
individual brands, 230 Business-to-business buying Buying decisions, 123 Common goals, 317
Red Bull, 217–218 process, 133e Buying situation Communication
repositioning, 232 compared to B2C buying consumer perception of,
Brand licensing, 231 process, 132–133 changes over time, 142
risk of brand dilution, 232 need recognition, 133 compared to B2C marketing, 353–354
royalty payments, 232 order specification, 134 global strategies, 165–167
Brand loyalty, 228 proposal analysis, 134 142–143 in marketing, 349–350
Brand names request for proposals, 133–134 marketing strategies for, 141 in marketing channels, 317
becoming generic, 227 vendor negotiation and modified rebuy, 141 in personal selling, 389–399
for new products, 230 selection, 134 new buy, 140–142 verbal, 154
Brand ownership vendor performance straight rebuy, 141 Communication channel, 352
manufacturer brands, 229 assessment, 134–135 Buy one, get one free, 304 Communication gap, 269, 276–278
private-label brands, 229–230 web portals, 133–134 and customer expectations,
retailer/store brands, 229–230 Business-to-business marketing, C
Brand repositioning, 232 10, 128 277–278
Brands advertising spending, 379 CAN-SPAM Act, 98 reducing, 277
as assets, 225 buying centers Cash cows, 41 Communication process, 351e
components, 224e building relationships, 138–140 Cash payment, 344 channel, 352
customer loyalty to, 225 and organizational culture, Category killer, 336 decoding, 353
easily recognizable, 224–225 136–138 Celebrity endorsements, 21, 47, 388 encoding, 352
effect on market value, roles in, 135–136 Center for Democracy and feedback loop, 353
types of, 138 noise, 353
225–226 buying situation Technology, 213 receiver, 352–353
evoked set, 109 changes over time, 142 Central America Free Trade sender, 352
exclusive, 340 compared to B2C marketing, Communication strategy, 351
failed products, 231 142–143 Agreement, 152 Company capabilities, 85
global, 26 modified rebuy, 142 Cereal industry setbacks, 37 Company sales force, 408
perceived value, 227–228 new buy, 130–132 Channel conflict, 313 Compatibility, 247
private-label/store, 340 straight rebuy, 142 Channel members, 331 Compensation of sales force
as protection from strategies, 142 Checking, 322 financial, 411–412
types of, 140 Chief operating officer, 406, 407 nonfinancial, 412
competition, 225 compared to B2C marketing, Child Protection Act, 98 Compensatory decision rule, 110
Red Bull, 217–218 128–129, 132 Children, in decision process, 119 Competition
world’s ten most valuable, 226e customer input for, 251 Children’s Television Act, 98, 387 brands as protection from, 225
Brand value, loss of, 226 and derived demand, 128 China for convenience stores, 335
Brazil by General Electric, 127–128 for drugstores, 336
appeal of global marketing, 155 generating leads, 402 animal testing, 254 effect on consumers, 85
versus China in social inbound marketing, 141 boycott in, 137 forms of
order getters, 409 versus Brazil in social
networking, 158 personal selling, 359 monopolistic, 298
size of economy, 155 using LinkedIn, 139 networking, 158 monopoly, 297
Breadth, 220 white papers, 139–140 car-buying, 151 oligopolistic, 297–298
decrease or increase, 222 economic growth, 157 pure competition, 298
Break-even analysis, 295–297, gross domestic product, 157 global pricing, 165
language differences, 166 in maturity stage, 258
295–297 luxury goods, 166 from organic foods, 110
Break-even point, 295 population size, 157
recent history, 157
determining, 296 social networking app, 58
Breakthroughs, 243 soup consumption, 163–164
Bribery, 137 unequal economic distribution,

157–158

452  Subject Index

Competitive advantage; see also Consumer Product Safety Corporate Diversity Council, Customer complaints
Sustainable competitive Commission, 98 FedEx, 78 behaviors, 274
advantage and procedural fairness,
Consumer protection Corporate partners, 86 280–281
based on location, 26 legislation, 98e Corporate policy, and sales force,
function, 23 Customer dissatisfaction, 204
Competitive markets, 283 Consumer Reports, 106, 118 413–414 Customer excellence, 24
Competitive parity, 287 Consumers Corporate social responsibility, 71
Competitive parity method, 364 outstanding customer
Competitor orientation, 287 benefits of stores, 343–344 and ethics, 71–72 service, 25
Competitors biometric data, 214 at FedEx, 78
identifying position of, 190 brand association, 228 and investors, 72 retaining loyal customers, 24–25
in immediate environment, characteristics, 102 key stakeholders, 78–79e Customer expectations, 330–331
communicating with, 351–357
85–86 determining perceptions customers, 79 and communications gap,
for Starbucks, 3 employees, 79 277–278
value proposition, 187 of, 190 marketplace, 80
Competitors’ products, for new determining preferences of, society, 80–81 and follow-up, 408
versus profit motive, 78 marketing research on, 271–272
ideas, 250–251 190–191 programs of major understanding, 270–274
Complementary products, 294 device exhaustion, 259 Customer information, 405
Complexity, 247–248 in economic downturn, 283 companies, 78e Customer loyalty
Computer hacking, 95 effect of competition on, 85 and sustainability, 81 achieving, 24–25
Concentrated targeting strategy, ethical, 72 TOMS Shoes, 73 and Amazon Prime, 263
ethnic differences, 90–92 at Walmart, 80 and blogs, 56
183–184, 185 influences on, 84 Corporate vertical marketing brand loyalty, 225, 228
Concept, 252 levels of involvement, 123–125 ethical considerations, 180
Concept testing, 252 low-income, 90 system, 316, 330 in postpurchase behavior,
negative word of mouth, 113 Cost-benefit analysis, 15
example, 253 and neuromarketing, 214–215 112–113
Consensus buying center, 138 number of millennials, 88 in search process, 106 segmentation, 177–178
Consultative buying center, 138 passive, 113 Costs, 294–297 and service quality, 279
Consumer behavior perception of communication, Starbucks, 178
break-even analysis, 295–297 Customer needs, 187–188
and AIDA model, 354–357 353–354 fixed, 295 changing, 239–240
cultural differences, 154–155 perception of value, 283–285 markup and target return Customer orientation, 287
decision process screening out ads, 373 Customer product, 220
social trends among pricing, 297 Customer relationship
decision rules, 110–111 total, 295
evaluation of alternatives, green marketing, 93–94 variable, 295 management, 15–16
health and wellness, 92–93 Council of Fashion Designers of for customer loyalty, 24
108–111 privacy concerns, 95 integrated, 345
information search, 105–108 types of buying decisions, 123 America, 358 programs, 113
need recognition, 103–105 Consumer spending Countries, propensity to bribe, 137 Customer relationship
postpurchase, 111–113 by children, 119 Country culture, 87
purchase and consumption, 111 by millennials, 350 Country market assessment, 148e management systems, 405
decision process influences, Consumer-to-consumer Coupon, 390 Customers
Credible commitments, 319
113–123 marketing, 10 Credit card data, stolen, 77–78 databases, 359
marketing mix, 113 Consumption, inseparable, 266 Credit payment, 344 demand curve and prices,
psychological factors, 114–118 Contest, 392 Cross-docking distribution
situational factors, 120–123 Continuous advertising 289–291
social factors, 118–120 center, 323 demographic data on, 214
variety of, 114e schedule, 382 Cross-price elasticity, 294 early adopters, 245
health-related apps, 107 Contractual vertical marketing Cross-promoting, 394 early majority, 245–246
involvement levels, 123–125 Cross-related marketing, 389 ethics of using information on,
laggard effect, 356 system, 315 Crowding, 122
natural and organic foods, 110 franchising, 315–316 Crowd-sourced online 213–215
reasons for buying goods, Contribution per unit, 296 for ideas for new products, 250
Controlling the Assault of Non- opinions, 278 innovators, 245
102–103 Cultural, demographic, social, input from, for new products,
social and mobile marketing, 123 Solicited Pornography and
and tax season, 105 Marketing Act, 98 technological, economic, 251–252
undesirable, 113 Control phase, 77–78 and political forces, laggards, 246
and unethical practices, 117 Control phase, 27 28–29 late majority, 246
with untested technology, Convenience products/ Cultural differences; see lead users, 252
services, 220 Sociocultural factors LinkedIn users, 139
101–102 Convenience store, 335 Culture, 86, 120 listening to, 60–61, 280
Consumer decision process, 103e Conventional supermarket, 333 classifying, 154 located by smartphone use, 68
Consumer decision rules, 110 Conversational appliances, 97 country, 87 market segments, 31–32
Conversion rate, 63, 111 demographic, social, micromarketing by, 185–186
compensatory rule, 110–111 Cookie-blocking technology, 68 technological, economic, online tracking, 67–68
noncompensatory rule, 111 Cookies, 67, 68, 95, 185 and political forces, 86, 87e options for, 8
Consumer Electronics Show, 97, Cooperative advertising, 341 effect on consumer behavior, potential, 6
Core competencies, 85 154–155 price elasticity of demand,
402–403 Core customer value, 218 factor in decision process, 120
Consumer Privacy Bill of Corporate blog, 56 regional, 87–88 291–294
transmission of, 86–87 and salesperson, 414
Rights, 360 Currency fluctuations, 152 and showrooming, 58
Consumer Product Safety Act, 98

Subject Index 453

Customers—Cont. Democratic buying center, 138 floor ready merchandise, 323 Education
social and mobile marketing Demographics, 88 inbound transportation, 322 of customers, 50–51
engagement, 60–64 planners, 322 and income prospects, 90
in social media 4E framework, China, 157–158 prepare shipments, 324
48–52 education, 90 receiving and checking, Elastic, 291
as stakeholders, 79 ethnicity, 90–92 Electronic data interchange, 320
use of corporate blogs, 56 gender, 90, 91 322–323
generational cohorts, 88–89 shipping, 324 in just-in-time systems, 325
Customer satisfaction, 6 income distribution, 89–90 storing and cross-docking, 323 Electronic Privacy Information
and customer expectations, 112 India, 156 ticketing and marking, 323
loyalty programs, 177–178 information sources, 88 versus direct store delivery, Center, 214
and service quality, 279 TV audiences, 182 Emotional appeal, 380
steps to assure, 112 Demographic segmentation, 172 321–322 Emotional support, 275
and gender, 172 omnichannel retailing, 346–347 Empathy, 270, 271, 272, 408, 410
Customer service, 264, 342 inadequacy for firms, 172 Distribution channels in global Employees
American Express, 277 variables, 172
compared to services, 264 Department of Agriculture, 94 marketing, 165 empowering, 275
personalized, 344–345 National Organic Program, 110 Distribution intensity, 331 LinkedIn users, 139
provision of, 25 Department store, 335 as stakeholders, 79
rewarding employees for, 275–276 Depth, 220 exclusive distribution, 332 support and incentives for,
Walt Disney Company, 193–195 decrease or increase, 222 intensive distribution, 331–332
Derived demand, 128 selective distribution, 332 275–276
D Designed to Sell, 414 Distributive fairness, 280 Empowerment, 275
Desire, 356 Distributor, 130 Encoding, 352
Data, 198 Determinant attributes, 109 Diversification Engaging customers, 52, 56, 60–64
biometric, 214 Device exhaustion, 259 related, 44 Entertainment, 344
demographic, 214 Differentiated targeting unrelated, 45 Entrepreneur, 316
in marketing research, 198 Diversification strategy, 48 Environmental awareness
strategy, 183 Diversity, risk management
Data analysis Diffusion of innovation, 243 FedEx, 78
from customers, 60–61 through, 242 green marketing, 93–94
by eHarmony, 62 curve, 244e–245 Dogs, 41–42 at Nike, 22
in marketing research, 198–199 early adopters, 245 Doing, in social media strategy, Walmart, 80
measures for social media, 61–63 early majority, 245–246 Environmentally friendly
first movers, 243 63–64
Data analytics platform, 105 innovators, 245 Dollar, 95 products, 80
Data collection and laggards, 246 Domo (data analytics), 105 Environmental Protection Agency,
and late majority, 246 Do Not Spam Law, 98
in marketing research, 198 pioneers/breakthroughs, 243 Doris Day Animal League, 254 81, 94, 234
misuse, 72–73 product failures, 244e Dr. Oz Show, 387 Environment analysis
by Nielsen Company, 202 using theory of, 246–248 Driverless cars, 97
on people’s locations, 77 Drugstore, 336 factors affecting, 85e
Data disruption, 267 benefit for firms, 246–247 Duty, 151 framework for, 84–85
Data mining, 203 compatibility, 247 Dynamic pricing, 292 hotel pet accommodations,
by Lowe’s, 204 complexity and trialability,
statistical models from, 204 E 83–84
by Tesco, 203 247–248 immediate environment
watchdogs over, 214 observability, 247 Early adopters, 245
Data warehouses, 203 relative advantage, 247 and price skimming, 302 company capabilities, 85
electronic data interchange, 320 Digitalized spending worldwide, competitors, 85–86
vendor-managed inventory, Early majority, 245 corporate partners, 86
365e Easy Rider, 175 macroenvironmental factors
320–321 Digital Learning Center, Nikon, 52 Economic downturns, 161 company response to, 99
Deal, 392 Digital Natives, 89 Economic environment culture, 86–88
Death of a Salesman (Miller), 399 Direct and indirect channel demographics, 88–92
Deceptive advertising, 70 gross domestic product, 148–149 economic situation, 95–97
Deciders, 135 strategies, 312e purchasing power parity, 148–149 political/regulatory
Direct investment, 161 trade deficit, 148
example, 136 Direct mail advertising, 382e trade surplus, 148 environment, 97–98
Decline stage, 256, 259–260; see Direct marketing, 359 Economic situation, 95 social trends, 92–95
effect on marketing, 96–97 technological advances, 95
also Product life cycle in IMC, 359–360 foreign currency fluctuations, 95 Esteem needs, 115
Decoding, 353 Direct marketing channel, 312 for global marketing Ethical and societal dilemma
Delivery gap, 269 Direct store delivery, 321–322 animal testing, 254
Dispatcher, 322 general environment, 148–149 bribery, 137
empowering service Distance learning programs, 411 market size, 149–150 car-buying in China, 151
providers, 275 Distribution population growth rate, 149–150 cosmetics and makeup, 385
real income, 150 customer loyalty programs, 180
incentives for employees, gray market, 299 inflation, 95 fake reviews, 278
275–276 quick delivery, 309 interest rates, 95–96 gen ethically modified
Distribution and information in Russia, 156
technology to overcome, 276, 277 Economies of scale, 258 organisms, 69
Demand curve, 289 systems, 25 Economist, 148–149 green cereal, 93
Distribution center, 311 Educating customers, 57 iBeacon software, 18
benefit for firms, 289e Integrated marketing
downward-sloping, 289e activities
and prestige products, 289–291 dispatchers, 322 communications, 358
label information, 234
marketing sugary drinks, 227
natural and organic foods, 110

454  Subject Index

pharmaceutical companies, 117 Extreme-value food retailer, 333 social media uses, 48–49 Generation gap, 88
pricing strategies, 301 Extreme-value retailer, 337 spending on marketing Generation X, 89
privacy rights, 360 EyeSee mannequins, 214 Generation Y, 89
real estate TV, 414 research, 195 Generation Z, 89
shareholder interests vs. F value-driven, 15 Genetically modified organisms, 69
value proposition, 187 Geodemographic
society’s interests, 68 Facial recognition software, 213 First movers, 243
shoppers’ demographic data, 214 Fair Packaging and Labeling Act, Fitness devices, 97 segmentation, 179
smoking and advertising, 378 Five Cs of pricing benefits for retailers, 179–180
Volkswagen in China, 38 98, 235 channel members, 299 Tapestry System, 179
working conditions in China, 318 Fake reviews, 278 company objectives, 285–288 Geographic segmentation, 171
Ethical consumers, 72 Family brand, 230 competition, 297–298 types of, 171–172
Ethical decision-making Family Circle, 116 costs, 294–297 Germany, privacy law, 214
Family purchase decisions, 118–119 customers, 289–294 Glee, 106
framework, 72–75 Farmed and Dangerous, 372–373 Fixed costs, 181, 295 Glengarry Glen Ross (Mamet), 399
brainstorming, 74 Fashion cycles, 242 Flighting (advertising Global advertising expenditures, 373
choosing course of action, 74–75 Fast and Furious, 117 Global brands, 26
gather information, 73–74 Fast-food surveys, 199e schedule), 382 Coke, 146
identify issues, 72–73 Federal Cigarette Labeling and Floor-ready merchandise, 323 Global communication strategies,
identify stakeholders, 73–74 Focus group interviews, 209
metric, 73e Advertising Act, 98 Follow-up, 407–408 165–167
Ethics; see also Business ethics; Federal Communications Food and Drug Administration, 69, Global distribution strategies, 165
Global entry strategies, 159e
Marketing ethics; Unethical Commission, 99 81, 98, 234, 387 Globalization, 146
behavior on advertising, 387 Food and Drug Administration Act, 98 Global marketing
American Marketing Association on public service Food retailers, 332–333
statement, 71 Coca Cola Company, 145–146
and corporate social announcements, 377 number of stores, 338 driving forces, 155
responsibility, 71–72 Federal Emergency Management Foreign currency fluctuation, 95 market assessment
at General Electric, 76 Fortune 500 companies, 139, 265
in marketing research, 213–215 Agency, 267 Four Ps of marketing, 7, 23; see appeal of BRIC countries,
personal, 70–71 Federal Reserve System, 152 155–158
personal selling, 413–414 Federal Trade Commission, 77, also Marketing mix
in planning process, 76 for retailing, 338–342 economic analysis, 147–150
versus social responsibility, 72e 98, 304 Franchisee, 160 governmental actions, 151–152
Ethnicity, 90–92 on advertising, 387, 388 Franchising, 160, 315 infrastructure, 150–151
Euro, 95 National Do Not Call List, 404 entrepreneurial advantage, 316 sociocultural factors, 153–155
European Commission, 304 Federal Trade Commission Act, 98, top ten firms, 316 technological capabilities,
European Union Franchisor, 160
advertising restrictions, 387 235, 304 Freemium app, 59 150–151
animal testing, 254 Feedback loop, 353 Frequency, 365 Global marketing strategies
membership, 152 FIFA World Cup, 350 Friending, 54
pricing regulations, 164 Financial performance metrics, Frozen, 232 communication, 165–167
Evaluative criteria, 109 Fulfillment center, 311 distribution, 165
Event sponsorship, 389 37–39 Full-line discount stores, 336 for market entry
of sports teams, 11 Financial rewards food retailers, 332
and universities, 140 Functional needs, 103 control vs. risk in, 160
Everyday low pricing, 299 bonuses, 411 direct investment, 161–162
Evoked set, 109 commission, 411–412 G exporting, 159
Exchange, 7, 7e salary, 411–412 franchising, 160
Exchange control, 152 sales contests, 411 Gatekeepers, 135 joint ventures, 160–161
Exchange rate, 152 Financial risk, 108 example, 136 strategic alliances, 160
Excitement of customers, 49–50, 53 Financial Services Oversight pricing, 164–165
Exclusive brand, 340 Gender, 90 product or service, 163–164
Exclusive distribution, 332 Council, 98 and buying patterns, 91 segmentation and
Experience curve effect, 300 Firms and demographic
Experience product or service, segmentation, 172 positioning, 162
52, 55 brand equity, 226 target market, 162
Experiencers, 176e communication strategy, 351 General merchandise retailers Global pricing strategies
Experiment, 211 consistency in communication, category specialists, 336–337 and competitive forces, 165
Experimental research, 211 department stores, 335–336 difficulty in, 164
and Facebook, 211–212 349–350 drugstores, 336 European restrictions, 164
McDonald’s, 211 corporate blogs, 56 extreme-value, 337 Global products or services
Expertise power, 315 corporate partners, 86 full-line discount stores, 336 glocalization, 164
Exporting, 159 macroenvironment, 84 off-price, 337–338 same, 163–164
Extended problem solving, 124 marketing analytics by, 15–18 specialty stores, 336 totally new, 164
External locus of control, 107 marketing campaign steps, 64 Glocalization, 164
External search for information, 105 online chats, 344 Generational cohorts, 88 Goals
External secondary data, 201–203 pricing objectives, 285–288 Baby Boomers, 89 aligning short-term with
privacy practice disclosure, 214 generation X, 89
profit vs. protecting customers, 68 generation Y, 89 long-term, 71
propensity to bribe, 137 generation Z, 89 identifying, 64
reasons for new products, 23–242 shopping habits, 119 of integrated marketing
responding to negative word of statistics on, 89e
communications, 352, 363
mouth, 113 in marketing channels, 313, 317
response to environment, 99 Going green, 86
social media to engage

customers, 60–64

Subject Index 455

Golf Digest, 183, 184 Immediate environment, 85–86 at H&M, 327 negative word of mouth on, 113
Good Morning America, 356 Immediate gratification, 344 at Nike, 22 omnichannel retailing, 344–347
Goods, 8; see also Products Immigrants, 91 percent of successes, 239 online training, 411
Implementation phase, 27, 76–77; reverse, 249 privacy issues, 95
differentiated from services, 266e at Starbucks, 3–4 search engine marketing, 367
Government, business-to-business see also Marketing plan 3D printing, 237–238 security breaches, 213
Impressions, 367 Innovators, 176e, 245 social shopping, 367
market, 131 Impulse buying, 124 Inseparable, 266 Internet advertising, 382e
Government Accounting Office, 234 In-app purchase, 59 Institutional advertisement, 376 Introduction stage, 256, 257; see
Governmental actions; see Inbound marketing, 141, 402 Institutions, business-to-business
Inbound transportation, 322 also Product life cycle
Political/regulatory Income market, 130 In-vehicle mobile apps, 97
environment In-store demonstrations, 122 Inventory management
Government spending, 131 and education, 90 Instrumental support, 275
GQ, 183 real, 150 Intangible, 266 just-in-time systems
Green cereal, 93 Income distribution, 89–90 Integrated customer relationship increased availability, 325
Greener customers, 93–94 Income effect, 293 lower investment, 325
Green marketing, 54, 86, 93 Independent agents, 408 management, 345 versus order to deliver, 324
demand for, 94 Independent (conventional) Integrated marketing reduced lead time, 324–325
versus greenwashing, 93
U.S. and Europe, 94 marketing channel, 314 communications, 36, 64, 351 by manufacturers, 339
Greenwashing, 94 In-depth interviews, 208 and Coca Cola Company, vendor-managed, 320–321
Grey market, 299 India Investors
Gross domestic product, 148 349–350 and corporate social
services percent of, 265 Coca Cola Company in, 145–146 communicating
Gross national income, 148 coffee culture of, 161 responsibility, 72
Gross rating points, 365 in global marketing, 156–157 AIDA model, 354–357 LinkedIn users, 139
Growth stage, 256, 257–258; see population size, 150, 156 perception of communication, Involvement, 122
also Product life cycle retailing environment, 157 extended problem solving, 124
Growth strategies Unilever in, 165 353–354 habitual decision making, 125
components, 42e Indirect marketing channel, 312 process, 351–353 high vs. low, 124
diversification, 44–45 Individual brands, 230 elements of, 351 impulse buying, 124–125
market development, 43–44 Individualism, 153, 154, 155e and harmful behavior, 358 limited problem solving, 124–125
market penetration, 43 Individualized pricing, 292 performance evaluation, I Used to Be Fat, 44
product development, 44 Indulgence, 153
Inelastic, 292 366–368 J
H Inflation, 95 personal selling in, 398–402
Influencers, 135 planning phase Jersey Shore, 43
Habitual decision making, 125 example, 136 Joint ventures, 160
Harry’s Law, 182 Information, 198 budget, 362–364
Headline, 384 on customers from social media, goals, 362 restrictions on, 161
Health and wellness concerns, measurement metrics, Tata Starbucks, 161
60–64 Jungle, The (Sinclair), 78
92–93 on demographics, 88 364–366 Just-in-time inventory system, 324
Health Insurance Portability and for ethical decision-making, 73–74 search engine marketing, 367 cost of, 325
flow through marketing channels social media components,
Accountability Act, 267 K
Heterogeneity, 266 data warehouses, 320–321 48–49
Hierarchy of needs; see Maslow’s steps, 319–320 and social shopping, 367 Keyword analysis, 63
from salespeople, 401 strategy elements, 357e Kiosks, 267–268, 342
hierarchy of needs from social media, 52 Knowledge gap, 269
High-involvement consumers, 124 Information power, 315 advertising, 357–358
High/low pricing, 299 Information search direct marketing, 359–360 and customer expectations,
Hispanic consumers, 90–91 external, 105–106 online marketing, 360–362 270–274
Hit, 61 factors affecting personal selling, 369
Horizontal channel conflict, 313 actual or perceived risks, 108 public relations, 358–359 evaluating service quality,
Horizontal price fixing, 305 locus of control, 107 sales promotions, 369 270–274
House Hunters, 414 perceived costs vs. Intensive distribution, 331
House of Cards, 96, 169–170 Interdependence, 317 L
Hunger Games, 246 benefits, 106 Interest, 356
Hunger Games: Catching Fire, 246 internal, 105 Interest rates, 95 Labels
Hurricane Sandy, 52 Informative advertising, 375 Internal locus of control, 107 information on, 234
Infrastructure, 150 Internal research and laws on, 235
I key elements of, 151
Initiator, 135 development, 248–249 Laggards, 246
Idea generation, 248–252 example, 136 Internal search for information, 105 and decline stage, 260
Ideal points, 189 Innovation, 239; see also Diffusion International trade
Ideas, 9 Lagged effect, 356
Identifiable segments, 180 of innovation; Reverse elimination of barriers, 146 Language
IMC; see Integrated marketing engineering; Technological exporting, 159
advances quotas, 152 advertising and differences in,
communications broaden product line from, 242 tariffs, 151, 152 165–166
development over time, Internet
238–239 and beta testing, 255 variations within countries, 166
effect on direct marketing, 359 Late majority, 246
expansion of communication, 349
to generate leads, 402 and maturity stage, 258
for information search, 106
instant coupons, 390–391

456  Subject Index

Late Night with Jimmy Fallon, 50 and retailers, 328–329 Kellogg’s, 69 implementation phase,
Leads, 402 sales to retailers, 12 location strategy, 16 27, 30–36
use of marketing channels, movie industry, 205
generating and qualifying, Netflix predictive analytics, 96 marketing mix implementation,
402–404 310–311 in performance evaluation, 37 33–36
Manufacturer’s product lines, 221
Lead time, 324 reducing wait time, 272 market positioning, 32
Lead users, 252 representatives, 408 relational orientation, 15 market segmentation, 31–32
Learning, 118 Manufacturer’s suggested retail Starbucks rewards program, 178 target marketing, 32
Legitimate power, 315 tax season, 105 performance evaluation, 36–42
Licensing for product price, 305 using social and planning phase, 27
discount from, 337, 338 mission statement, 27
development, 250 Manufacturing with 3D printing, mobile media, 16–18 situation analysis, 28–30
Lifestyles, 118, 174 Marketing campaign vision statement, 27
127–128 stakeholders, 27
Harley way of life, 175 Market(s) budget for, 64 steps, 27e
limitations of analysis, 176 Coca Cola Company, 349–350 Marketing research, 195
VALS framework, 175–176 bottom of the pyramid, 150 development, 64 assessing value of, 196
Lift, 386 for business-to-business goals and strategy, 64 on consumer expectations,
Limited-assortment monitoring and change, 64
marketing, 129–131 target audience, 64 271–272
supermarkets, 333 competitive, 283 Marketing channel management, on demographics, 88
Limited problem solving, 124 entry into new, 258–259 ethics in, 213–215
Line extension, 230 ideal points of, 190 10, 308, 311; see also Supply factors to consider, 195
Listening, sentiment analysis, 60–61 millennial, 88 chain management guidelines for conducting, 213
Literacy in BRIC countries, 165 price-sensitive, 283 Marketing channels listening to customers, 60–61
Litigation, pharmaceutical and service strategies, 24e channel members, 299 by nonprofits, 195
Market development strategy, 47 components, 312 online software for, 211
companies, 117 MTV, 43–44 design of, 311–312 by politicians, 195
Local marketers, 150 Market growth rate, 40 for Nike, 23 primary data
Locational excellence, 26 Marketing, 5; see also Business- power in, 315
specialized roles in, 312 advantages and
achieving, 26 to-business marketing types of, 312 disadvantages, 212–213
Location-based software, 50 aggressive tactics, 117 value added by, 310–311
Location strategy, 10, 342 to children, 119 Marketing communication, 117 blogs, 207–208
core aspects, 5e Marketing environment analysis; definition, 198
Starbucks, 16 effect of economic situation on, see also Environment experimental research,
Locus of control, 107 analysis
Longmire, 182 96–97 Marketing ethics, 70 211–212
Loss leader pricing, 303–304 exchange in, 7 compared to business focus group interviews, 209
Love needs, 115 of ideas, 9 ethics, 70 in-depth interviews,
Low-involvement consumers, 124 by local marketers, 150 and corporate social
Loyalty; see Brand loyalty; to low-income consumers, 90 responsibility, 71–72, 78–81 208–209
milestones in decision-making framework, observation, 206–207
Customer loyalty 70–74 panel-based, 211
Loyalty program, 393 market-oriented era, 13 influence of personal ethics, for qualitative research, 206
Loyalty segmentation, 177 production-oriented era, 12 70–71 for quantitative research, 206
Luxury goods, 14, 104–105 sales-oriented era, 12–13 and marketing strategy, 75–78 questionnaires, 209–211
value-based marketing era, in online marketing, 67–68 scanner-based, 211
in China, 166 scope of, 70 sentiment mining, 208
13–14 TOMS Shoes, 73 social media, 207–208
M performance of, 10e Marketing evolution, 13e surveys, 209–211
Marketing mix, 7 secondary data
Macroenvironment, 87e business-to-business, 10 components, 7–10 advantages and
Macroenvironmental business-to-consumer, 10 in decision process, 113
consumer-to-consumer, 10 in marketing strategy, 23–26 disadvantages, 212–213
factors, 86; see also by individuals, 10–12 and market positioning, 32 big data, 204–205
Environment analysis satisfying needs and wants, 6 price in, 285 data mining, 203–204
types of, 84 of services, 265–268 products as key element in, 218 data warehouses, 203
Magazine advertising, 382e stakeholders, 12 role of place in, 308 definition, 198
Makers, 176e using age to identify customers, value capture, 34 external, 201
Management by walking value communication, 35 internal, 203–205
around, 274 88–89 value creation products, 33–34 panel data, 202–203
Manufacturer brands, 229 value-based, 84–85 value delivery, 34 in political setting, 200–201
Manufacturers Marketing analytics Marketing plan, 5, 26 scanner data, 202–203
business-to-business market, airline ticket prices, 293 Chipotle Mexican Grill, 372 sources, 200
129–130 cloud computing, 131 components, 5, 26–27 syndicated, 201–203
as channel members, 299 cost-benefit analysis, 15 control phase, 27 spending on, 195
corporate partners, 86 customer relationship function, 23 technology for, 209
flow of merchandise from, value for marketers, 195
321–325 management, 15–16 voice-of-customer
lack of inventory storage, 339 CVS, 391
marketing by, 10e eHarmony, 62 program, 272
market power, 328–329 firms’ reliance on, 15 Walt Disney Company,
omnichannel strategy, 329 General Motors big data
patterning with retailers, 330–332 193–195
use, 249
Google Analytics and Puma, 366
Google Inc., 39
IKEA, 343

Subject Index 457

Marketing research process evaluating, 149–150 to evaluate service quality, target audiences, 256
action plan, 199–200 output metrics, 148 270–274 3D films, 255
data analysis, 198–199 Market testing Multi-attribute model, 110
data collection, 198 premarket tests, 255 customer feedback, 273–274 Multichannel strategy; see
defining objectives, 196 test marketing, 255 voice-of-customer program, 272
developing insights, 198–199 Market value, effect of brands on, zone of tolerance, 272–273 Omnichannel entries
research design, 196–198 financial performance, 37–39 Multiple segmentation methods,
steps, 196e 225–226 for measuring IMC
Markup, and target return traditional media, 364–365 178–180
Marketing strategy, 23 web-based media, 365–366 Mutual trust, 317
based on product life cycle, 260 pricing, 297 Nike vs. adidas, 39
and changing consumer Masculinity, 153 in performance evaluation, 37 N
demands, 83–84 Maslow’s hierarchy of needs, 114 for sales force evaluation,
customer excellence, 23, 24–25 National Association for Sport and
digitally oriented, 22 categories, 114 412–413 Physical Education, 390
entry into global markets love needs, 115 for vendor performance
direct investment, 161–162 physiological needs, 115 National Association of
exporting, 159 safety needs, 115 evaluation, 134–135 Broadcasters, 387
franchising, 160 self-actualization, 115–116 Microblog, 57
joint venture, 160–161 Mass advertising, 358 Micromarketing, 185 National brands, 229
strategic alliance, 160 Mass marketing, 183 National Childhood Cancer
for global marketing Mass media, 382 by customers, 185–186
communication, 165–167 Maturity stage, 256; see also examples, 184–185 Awareness Month, 389
distribution, 165 and Internet, 185 National Do Not Call List/Registry,
pricing, 164–165 Product life cycle retargeting technologies, 185
product or services, 163–164 development of new of services, 267 98, 404
target market, 162 Milk Life campaign, 12 National Eating Disorders
identifying, 64 products, 259 Millennials, 89
integrating ethics into entry into new markets or and social and mobile Association, 358
control phase, 77–78 National Employment Law
implementation phase, 76–77 segments, 258–259 marketing, 88
planning phase, 76 reminder advertising, 375–376 spending by, 350 Project, 72
locational excellence, 23, 25 Maximizing profits, 286 Million Dollar Listing, 414 National Highway Traffic Safety
macro strategies, 24e M-commerce, 341 Mission Impossible, 393
multiple sources of advantage, 26 Media Mission statement, 28 Administration, 97
at Nike, 21–22 for advertising, 373 adidas, 28 National Institute for Fitness and
operational excellence, 23, 25 evaluation and selection Burt’s Bees, 76
product excellence, 23, 25 Chipotle Mexican Grill, 372 Sport, 141
by Starbucks, 3–5 mass media, 382e ethical, 76 National Institutes of Health, 250
for sustainable competitive media buy, 381 Nike, 28 National Organic Program
advantage, 23 niche media, 382 Pink Ribbon International, 28
planning, 381 Mobile advertising, 382e (Department of
Market-orientation era, 13 selection criteria, 382 Mobile apps Agriculture), 110
Market penetration strategy, social vs. traditional, 49 An Affordable Wardrobe, 180 National Transportation Safety
traditional, 364–365 Fabsugar, 180 Board, 398
47, 300 types available, 382e for health care, 107 Natural foods, 110
Marketplace web-based, 365–366 in-vehicle, 97 Nearfield communication
Media buy, 381 notification of use of, 67–68 technology, 95
opportunities and uncertainties, Media mix, 381 number of downloads, 57 Need recognition, 103
28–29 Media planning, 381 pricing models in business-to-business
Media-sharing sites marketing, 133
as stakeholder, 80 Flickr, 56 ad-supported apps, 59 functional needs, 103–104
Market positioning, 32, 186 Instagram, 55–56 at Apple App Store, 60e psychological needs, 104–105
Market power, 328–329 photo sites, 56 freemium apps, 59 Needs, 6; see also Maslow’s
Market presence, expanded, 345 YouTube, 55 paid apps, 59 hierarchy of needs
Market saturation, 240–241 Men’s Health, 116 Mobile commerce, 341 functional, 103–104
Merchandise flow; see Supply Mobile marketing, 360 psychological, 104–105
in maturity stage, 258 Mobile marketing campaigns, 361e satisfied by mobile apps, 57–59
Market segmentation, 6, 31; see chain management Mobile media; see Social and versus wants, 103
Mercosur, 152 Negative engagement, 52
also Segmentation; Message mobile marketing Negative word of mouth, 113
Segment entries Mode, 44 Neuromarketing, 214–215
at Hertz, 23e in advertising, 379 Modified rebuy, 142 New buy, 140
Market segments, 31, 172e in communication process, Monitoring New products; see also Product
evaluation of attractiveness, development
180–182 351–353 marketing campaign, 64 brand names for, 230
and maturity stage, 259 Metadata, 67 social media, 61 compatibility, 247
profitability, 182e Metrics, 36 Monopoly, 297 complexity and trialability,
Market share, 40 Motivation of salespeople, 411–413 247–248
of Boeing, 397 to asses impact of Motive, 114 development over time,
and premium pricing, 286 advertising, 386 Movie industry 238–239
Market size benefit segmentation, 177 and diffusion of innovation,
determining, 190 for awareness Google Analytics, 205 244–245
aided recall, 354 product placement, 392–393 examples of failure, 244e
top-of-mind awareness, introduction stage, 257
354–356 lead users, 252
observability, 247
for economic analysis, 147–150
ethical decision-making, 74e

458  Subject Index

pricing strategies Online marketing, 35; see also Perceptual map, 189 Physiological risk, 108
market penetration, Omnichannel retailing ideal points, 189 Pick ticket, 324
300–302 steps in deriving, 190–191 Pioneers, 243
price skimming, 302 blogs, 361 Place (strategy), 308
privacy issue, 67–68 Performance evaluation
reasons for creating social media, 361–362 accountability, 36–37 in marketing mix, 9–10
changing customer needs, websites, 360–361 financial performance metrics, in retailing, 342
29–240 Online reviews, 251–252, 278 37–39 value delivery, 34
fashion cycles, 242 Online training programs, 411 IMC program, 366–367 Planner, 322
improving supplier On-the-job training, 410–411 marketing metrics for, 36–42 Planning phase, 27, 76; see also
relationships, 242 Open communication, 317 Nike vs. adidas, 39
managing risk through Operational excellence, 25 objectives, analytics, and Marketing plan
diversity, 242 Opportunities; see also SWOT metrics, 37 in Integrated marketing
market saturation, portfolio analysis, 39–42
240–241 analysis of product development, 256 communications, 362–366
assessing, 28–29 salespeople, 412–413 Point-of-purchase display, 393
relative advantage, 247 identifying, 30–33 uses of, 37 Point-of-sale displays, 341
with 3D printing, 237–238 Optimism, 410 of vendors, 134–135 Political/regulatory
as unsought, 220 Order getter, 409
Newspaper advertising, 382e Order specification, 134 Performance objectives, 37 environment, 97
New Yorker, 183 Order taker, 409 Performance risk, 108 advertising, 378–388
New York Times, 166 Organic foods, 110 Perishability, 268 antitrust laws, 98
Niche media, 382 Organizational culture, 136 Personal blog, 57 car-buying in China, 151
Noise, 353 bribery problem, 137 Personal ethics, 70–71 consumer protection laws, 98
Noncompensatory buying center types, 138 Personality, 410 for global marketing
Outdoor advertising, 382e Personality traits, 410
decision rule, 111 Outsourcing by Boeing, 398 Personalization exchange controls, 152
Nonfinancial rewards, 412 quotas, 151–152
Nonprofit organizations P of customer service, 344–345 tariffs, 151, 152
of offerings, 345 trade agreements, 152
Newman’s Own, 76 Packaging Personal selling, 342, 359, 398 packaging and labeling laws, 235
objectives, 28, 29 changes for repositioning, 233 by Boeing, 398 pricing in Europe, 164
North American Free Trade and consumer decision as career, 399 pricing strategies, 303–305
making, 122 ethical and legal issues privacy laws, 214
Agreement, 152 key roles, 232–233 social media in China, 158
Nutrition Labeling and Education and labeling, 235 sales force and corporate Pollution in China, 151
laws on, 235 policy, 413–414 Population
Act, 98, 235 primary and secondary, 232 of China, 157
recognizable, 234 sales manager and sales of India, 156
O to save costs, 234 force, 413 Population distribution, 149
sustainable, 234 Population growth, 90
Objective-and-task method, 364 salespeople and customers, 414 Population growth rate, 149–150
Objectives Packaging conference, 234 follow-up, 407–408 Portfolio analysis
Page view, 61 in IMC, 359 BCG matrix, 41e
of marketing research, 196 Paid app, 59 scope and nature of, 398–402 cash cows, 41
in STP process, 170–171 Paid app with in-app Personal selling process dogs, 41–42
Observability, 247 closing the sale, 407 question marks, 41
Observation, 206 purchase, 59 customer relationship stars, 40, 41
Occasion segmentation, 177 Panel-based research, 211 market growth rate, 40
Occupational Safety and Health Panel data, 202 management systems, 405 market share, 40
Partnering relationships follow-up, 407–408 purpose, 39–40
Act, 360 generating and qualifying leads, at strategic business unit level, 40
Off-price retailer, 337 Amazon and Procter & Positioning, 32
Ohio State University, 142 Gamble, 308 402–404 Positioning methods
Oligopolistic competition, 297 handling reservations, 407 against competitors, 189
Omnichannel retailing brand licensing, 231–232 preapproach, 404–405 with perceptual maps, 189–191
joint ventures, 160–161 sales presentation, 406–407 product attributes, 188–189
benefits manufacturers and retailers, value added by, 399–402 symbols, 189
deeper and broader value method, 188
selection, 344 330–332 building relationships, 401–402 Positioning strategy
expanded market in manufacturing, 86 information and advice, 401 and firm’s value proposition,
presence, 345 in marketing channels, 317–319 simplified buying, 401
personalization, 344–345 Nike and Apple, 22 time saved, 401 186–187
research and development Personal service, 344 market positioning, 186
effective Persuasive advertising, 375 monitoring, 191
brand image, 346 consortia, 24–250 Pharmaceutical companies, product/service location, 187–188
integrated customer relationship strategic alliances, 160 Postpurchase behavior
management, 345 Passive consumers, 113 unethical practices, 117 cognitive dissonance, 112
pricing, 346 Pay-for-performance, 79 Philanthropy components, 112e
supply chain, 346–347 Penetration pricing, 300–302 customer loyalty, 112–113
Perceived value, 227 Newman’s Own, 76 satisfaction, 112
Omnichannel strategy, 329 Percentage-of-sales method, 364 versus questionable business undesirable, 113
H&M, 327–328 Perception, 118
influence of learning on, 118 practices, 72
One-to-one marketing, 185 by TOMS Shoes, 73
Online advertising, 340–341 Walt Disney Company, 79
Online backups, 267 Photo sites, 56
Online chat, 344 Physiological needs, 115

Subject Index 459

Postpurchase cognitive legal & ethical aspects attribute sets, 109 Production
dissonance, 112 deceptive advertising, augmented, 219 globally integrated processes, 146
303–304 cash cows, 41 inseparable, 266
Postpurchase evaluation, 279 predatory pricing, 304 of competitors for ideas, at Nike, 22
Posttesting, 386 price discrimination, 304 with 3D printing, 237–238
Power, 314 price fixing, 304–305 250–251 by TOMS Shoes, 73
complementary, 294
types of, 315 loss leader, 303–304 complexity of, 218–219 Production-oriented era, 12
Power distance, 153, 154, 155e in omnichannel retailing, 346 customer experience, 52 Product labels; see Labels
Preapproach, 404–405 predatory, 289, 304 determinant attributes, 109 Product launch, 255–256
Predatory lenders, 180 premium, 286 dogs, 41–42 Product life cycle, 256, 257e
Predatory pricing, 298, 304 status quo, 287 environmentally friendly, 80
Predictive analytics target profit, 286 evaluative criteria, 109 characteristics of stages, 257e
target return, 286 in global marketing strategy decline stage, 256, 259–260
Macy’s, Inc., 221 in value proposition, 283 growth stage, 256, 257–258
Netflix, 96 Pricing strategies same, 163 introduction stage, 256, 257
Premarket test, 255 as challenge for firms, 285 similar, 163–164 as management tool, 256–257
Premium, 392 and company objectives, totally new, 164 and marketplace trends, 256
Premium pricing, 287 glocalization strategy, 164 and market saturation, 240–241
Prestige products or services, 289 285–288 in marketing mix, 7–9 maturity stage, 256, 258–259
demand curve, 289–291 everyday low pricing, 299 modified by lead users, 252 and persuasive advertising, 375
Pretesting, 386 global, 164–165 multi-attribute model, 111–112e and reminder advertising, 376
Price(s), 285 high/low pricing, 299–300 multiple, 242 shape of curve, 260
and demand curve, 289–291 for impoverished populations, 150 question marks, 41 strategies based on, 260
in marketing mix, 9 mobile apps, 58–60 and safety needs, 115 variations in, 256
in maturity stage, 258 for new products and service strategies, 24e Product line extension, 222, 223,
reference, 300 showrooming, 58
regular, 303 market penetration, 300–302 stars, 40, 41 230–231
value capture, 34 price skimming, 302 substitute, 294 Product lines, 40, 220
Price competition, brands as Procter & Gamble, 283–285 touching and feeling,
in retailing, 340 added, 222
protection from, 225 Primary data, 198 343–344 BMW, 220–221
Price discrimination, 304 advantages and disadvantages, types of, 219–220 deletion of, 222
Price elasticity of demand, 291 Macy’s, Inc., 221
212–213 consumer products, 229 TOMS Shoes, 73
demand curve, 291 experimental research, 211–212 convenience, 220 Product mix, 220
and dynamic pricing, 292–293 focus group interviews, 209 shopping, 220 BMW, 220e
factors influencing in-depth interviews specialty, 220 breadth, 221
unsought, 220 changes to, 222
cross-price elasticity, 294 definition, 208 value-creating, 33–34 depth, 221
income effect, 293 disadvantages, 209 variety of, 9 disadvantage of too much, 221
substitution effect, 293–294 uses of, 209 Product deletion, 222 Product placement, 393
and price-sensitivity, 292 from observation, 206–207 Product design, 253 Product recalls, 70
Price fixing, 304 panel-based, 211 Product development, 253 Product specification, 133
horizontal, 305 for qualitative research, 206 alpha testing, 253 Product strategy in retailing,
vertical, 305 for quantitative research, 206 beta testing, 254–255
Price-insensitive products, 292 scanner-based, 211 concept testing, 252–253 338–340
Price-sensitive markets, 283 from social media evaluation of results, 256 Professional blog, 56
Price skimming, 302 blogs, 207–208 high costs of, 248–249 Profitable segments, 181–182
Price war, 297 sentiment mining, 208 idea generation Profit margin percentage, 181
Pricing virtual communities, 208 competitors’ products, Profit orientation, 286
and channel members, 299 survey research, 209–211 Promotion
company objectives Primary package, 232 250–251
competitor orientation, 287 Privacy issues, 95 customer input, 251–252 and brand association, 228
customer orientation, 278–288 and capture of demographic internal research and cooperative advertising, 341
profit orientation, 286 and decision process, 122
sales orientation, 286–287 data, 214 development, 248–249 and marketing channels, 312
and costs, 294–297 and Internet, 67–68 research and development in marketing mix, 10
break-even analysis, 295–297 Privacy laws mobile commerce, 341
markup and target return lacking in U.S., 214 consortia, 249–250 personal selling, 342
strict in Germany, 214 market testing, 255 point-of-sale displays, 341
pricing, 297 Privacy protection, 68 and maturity stage, 259 in retailing, 340–342
types of cost, 295 Privacy rights, 360 process, 248e service representatives, 342
and customers Private-label branding, 229 product launch, 255–256 in social and mobile
demand curves, 289–291 Private-label brands, 340 prototypes, 253
price elasticity of demand, Private sale online sites, 301 reverse engineering, 251 marketing, 123
Procedural fairness, 280 start of, 219 by sponsorships, 11
291–294 return policy, 281 Product development strategy, 48 store ambiance, 341–342
dynamic, 292–293 Product(s), 218 MTV, 44 traditional advertising, 340
and forms of competition actual, 219 Product differentiation, 379 value communication, 36
Apple Inc., 41–42 Product excellence, 26 on websites, 340–341
monopolistic, 297–298 associated services, 219 achieving, 26 Property Virgins, 414
monopolistic competition, 298 Product-focused advertising, 376 Proposal analysis, 134
monopoly, 297
pure competition, 298

460  Subject Index

Prototype, 253 Reach, 365 kiosks, 267–268 Reverse engineering, 251
Psychographics, 174 estimating, 367 locational excellence, 26 Reverse innovation, 163, 249
Psychographic segmentation, of marketing campaign, 65 and manufacturers, 328–329 Reward power, 314
manufacturer sales to, 12 Reward systems
172–176 Reachable segments, 180–181 marketing by, 10e
lifestyles analysis, 174–176 Real estate industry, 414 omnichannel strategy, 329 financial, 411–412
limitations of analysis, 176 packaging, 122 nonfinancial, 412
self-concept, 174 Real Housewives of Orange promotions, 122 Risk management, 242
self-values, 174 County, 414 reasons for using, 310–311 Risk reduction, 344
VALS framework, 175–176 return policy, 281 Risks
Psychological factors in decision Real income, 150 salespeople, 120–121 in buying decisions, 124
Reality TV, 414 store atmosphere, 120 by early adopters, 245
process Rebate, 393 types of, 333e by innovators, 245
attitudes, 116–117 Rebranding, 232 in purchase decision
learning, 118 Receiver, 352 category specialists, 336–337
lifestyle, 118 convenience stores, 335 financial, 108
motives, 114–118 decoding by, 353 department stores, 335–336 physiological, 108
perception, 118 Receiving, 322 drugstores, 336 psychological, 108
Psychological needs, 105 Recruitment and selection of sales extreme-value, 337 safety, 108
Psychological risk, 108 food retailers, 332–333 social, 108
Public relations, 358, 388 force, 409–410 full-line discount stores, 336 Robinson-Patman Act, 304
cause-related marketing, 389 Red Bull Air Race, 389 general merchandise, ROI; see Return on investment
celebrities and, 388 Reference group, 119 Role playing, 405
event sponsorship, 389–390 Reference groups 335–338 Rule-of-thumb methods, 364
growth in influence, 389 off-price, 337–338 Russia
in IMC, 358–359 blogs, 120 service retailers, 338 economic situation, 156
Public relations toolkit, 390 consumer identification with, specialty stores, 336 in global marketing, 156
Public service advertising, 377 supercenters, 333 soup consumption, 163–164
Puffery, 387 119–120 supermarkets, 333–335
Pull strategy, 374 information sources, 119 warehouse clubs, 333–335 S
Pulsing (advertising Reference price, 300 Retailer/store brands, 229
deceptive, 303 Retailing, 328 Safety needs, 115
schedule), 383 Referent power, 315 benefits of stores Safety risk, 108
Purchase behavior, 181 Regional culture, 87 browsing, 343 Salary, 411
Purchase decision Regular price, 303 cash or credit payment, 344 Sales contest, 411
Related diversification, 48 entertainment, 344 Sales force
and conversion rate, 111 Relational orientation, 15 immediate gratification, 344
risks in, 108 Relationship marketing, and personal service, 344 and corporate policy, 413–414
Purchase situation, 120 risk reduction, 344 and customers, 414
Purchasing power parity, 148 salespeople, 401–402 social experience, 344 and sales manager, 413
Big Mac Index, 148–149 Relationship selling, 401 touching and feeling products, structure
Pure competition, 298 Relative advantage, 247
Push strategy, 374 Relative market share, 40 343–344 company sales force,
bricks and mortar vs. online, 35 408–409
Q difficulty in maintaining, 42 current changes in, 328
Relevance, 367 in India, 157 manufacturer’s
Qualitative research, 206 Relevancy, 49 partner choices representatives, 408–409
Quantitative research, 206 Reliability, 270, 271, 272, 408
Question marks, 41 Reminder advertising, 375–376 channel member Sales forecasts, 321
Questionnaires, 209 Repositioning characteristics, 331 Sales management, 408

developing, 210 at American Airlines, 233 channel structure, 330 motivation and compensation,
McDonald’s, 198, 199 by packaging changes, 233 customer expectations, 411–412
online vs. offline, 210 Request for proposals, 133
response rates, 210–211 in business-to-business 330–331 recruitment and selection,
software for, 211 distribution intensity, 331–332 409–410
structured questions, 209–210 marketing, 133–134 place strategy, 342
unstructured questions, 209 Research and development price strategy, 340 sales force structure, 408–409
what to avoid in, 210e product strategy, 338–340 sales force training, 410–411
QueVision, Kroger, 272 consortia, 24–250 promotion, 340–342 Sales manager, and sales
Quick delivery, 309 internal, 248–249 qualifying leads, 404
Quick-response inventory Resellers, 130 in supply chain, 328 force, 413
business-to-business traditional vs. omnichannel, Sales orientation, 286
system, 324 Sales-oriented era, 12–13
Quota, 151 market, 130 344–347 Salespeople, 344
Reservations or objections, 407 virtual stores, 35
R Resilience, 410 Retargeting technologies, 185 buying simplified by, 401
Resource allocation, 33–36 Retrieval set, 109 closing the sale, 407
Radio advertising, 382e Responsiveness, 270, 271, Return on investment, 367 and customer decision making,
Radio frequency identification assessing, 63
272, 408 Return on marketing investment, 120–121
tags, 95, 322–323 Responsive segments, 181 in drama, 399
Retailers 367–368 duties
Revenue generation, 285
as channel members, 299 combination of, 409
conversion rate, 111 order getters, 409
crowding, 122 order takers, 409
and distribution centers, support personnel, 409

321–322
in-store demonstrations, 122
in-store promotions, 123

Subject Index 461

Salespeople—Cont. identifiable, 180 Service-product continuum, 265e Situational factors in decision
earnings of, 399 profitable, 180–181 Service providers, business-to- process, 120
follow-up, 407–408 reachable, 180–181
handling reservations, 407 responsive, 181 business market, 129–130 purchase situation, 120
information and advice from, 401 substantial, 180 Service quality, 270, 408 shopping situation, 120–122
personality traits, 410 in global marketing, 162 temporal state, 122–123
in personal selling, 399 introduction, 170 Broadmoor resort, 271 Situation analysis, 28
recruitment and selection, market positioning, 32 and customer satisfaction, 279 SWOT analysis, 28–30
409–410 market segmentation, 31–32 customers’ evaluation, 273e Smart gadgets, 14
relationship-building, 401–402 Netflix, 169–170 dimensions of, 270–271 Smartphones, 95
in retailing, 404 positioning methods metrics for evaluation, 270–274 to locate customers, 68
role playing, 405 against competitors, 189 Service recovery number of, in U.S., 58
sales presentation, 406–407 with perceptual maps, 189–191 listening to customers, 280 Soccer team sponsorships, 11
selling teams, 409 product attributes, 188–189 quick resolution of failures, 281 Social and mobile marketing, 11
terms for, 398–399 symbols, 189 and service failures, 279–280 advertising innovations, 50
time saved by, 401 value method, 188 solutions American Express hashtags, 277
training, 121, 410–411 positioning process, 31 Brazil and China, 158
value to management, 399 positioning strategy distributive fairness, 280 campaigns, 51e
market positioning, 186 procedural fairness, 280–281 campaign steps, 64e
Sales presentation, 406–407 value proposition, 186–188 Service representatives, 342 catchup by Microsoft, 251
Sales promotions, 359, 390 process, 171e Service retailer, 338 click farms, 77
segmentation methods Services, 9, 264 to connect with customers, 16–18
careful use of, 394 behavioral, 177–178 Amazon Prime, 263–264 data collection, 202
contests, 392 benefit, 177 compared to customer engagement of customers
coupons, 390–391 demographic, 172
cross-promoting, 394 geodemographic, 179–180 service, 264 click path analysis, 63
deals, 392 geographic, 171–172 customer experience, 52 data analysis, 61–63
goal of, 394I multiple, 178–180 differentiated from goods, 266e doing, 63–64
in IMC, 359 psychographic, 172–176 economic dependence on, 265 keyword analysis, 63
loyalty programs, 393 strategies and objectives, expanded scope of, 265 listening, 60–61
point-of-sale displays, 390, 393 Gaps Model sentiment analysis, 60–61
premiums, 392 170–171 fake clicks, 77
product placement, 393–394 and SWOT analysis, 171 communications gap, 269, Ford Motor Company, 77
rebates, 393 target marketing, 32 276–278 4E framework, 48–52
samples, 393 target market selection Gatorade, 47–48
sweepstakes, 392–393 and customer satisfaction, 279 generational cohorts, 88
Sales support personnel, 409 concentrated targeting, delivery gap, 269, 275–276 Google and Coke, 355
Same product or service, 163 183–184 improving retail services, 269e health care apps, 107
Sample, 198 knowledge gap, 269, 271–274 Hy-Line Cruises, 51
Sampling, 392 differentiated strategy, 183 purpose, 268 in-store promotions, 123
Scanner-based research, 211 factors affecting, 182 standards gap, 269, 274–275 iPad users, 132
Scanner data, 202 mass marketing, 183 in global marketing strategy, Late Night with Jimmy Fallon, 50
Search engine marketing, 367 micromarketing, 184–186 LinkedIn users, 139
Secondary data, 198 undifferentiated strategy, 183 163–164 location-based software, 50
advantages and disadvantages, Segmentation methods; see heterogeneous, 266–268 mobile apps, 57–60
inseparable production and personal selling in
212–213 Segmentation, targeting,
external, 201 and positioning consumption, 266 cyberspace, 400
internal Segmentation process, 170–171 intangible, 266 Pizza Hut, 33
Segment attractiveness, 181e online reviews, 278 problems for Facebook, 173
big data, 204–205 Segment size, 181 percent of GDP, 265 product line extensions, 223
churn problem, 204 Selective distribution, 332 perishable, 268 technological advances, 97
data mining, 203–204 Self-actualization, 115 specialized, 265 tracking customers, 68
data warehouses, 203 Self-concept, 174 types of Social experience, 344
in political setting, 200–201 Self-motivation, 410 Social factors in decision process
sources, 200 Self-regulation, in online convenience, 220 culture, 120
syndicated marketing, 67–68 shopping, 220 family, 118–119
definition, 201 Self-values, 174 specialty, 220 reference groups, 119–120
from Nielsen Co., 202 Selling Network, 414 unsought, 220 Social marketing, 11, 377
panel data, 202–203 Selling teams, 409 Services marketing, 265–268 Social marketing channels, 5
providers of, 201e Sender, 352 Shake It Up, 356 Social media, 48, 361
scanner data, 202 message adjustments, 353–354 Share of wallet, 342 analysis measures for strategies
Secondary package, 232 Sentiment analysis, 61 Sherman Antitrust Act, 304
Security breaches, 213 Sentiment mining, 208 Shipping merchandise, 324 bounce rate, 63
Segment adoption percentage, 181 Service failures, 279–280 Shopping products/services, 220 click paths, 63
Segmentation, 31–32 Service gap, 268 Shopping situation conversion rate, 63
Segmentation, targeting, and Service gaps crowding, 122 hits, 61
overcoming, 279–281 in-store demonstrations, 122 keyword analysis, 63
positioning, 31 types of, 269 packaging, 122 page views, 63
evaluation of segment Service industry, variable costs, 295 promotions, 122 benefits for companies, 47
salespeople, 120–121
attractiveness store atmosphere, 120
Showcasing, 341
Showrooming, 58
Similar product or service, 163–164

462  Subject Index

Brazil vs. China, 158 Status quo pricing, 287 marketing channel design Targeting, 32
categories Stock-keeping units, 221 direct channels, 312 Target market
Store atmosphere, 120 indirect channels, 312
media-sharing sites, 55–56 Store brands, 229–230, 340 adjustments, 191
social network sites, 53–55 Stores; see also Retailers merchandise flow and cross-promoting, 394
thought-sharing sites, 56–57 direct store delivery, 321–322 and customer loyalty, 24
to connect with customers, 16–18 ambiance, 341–342 distribution centers, 321–322 in global marketing, 162
customer engagement using, benefits for consumers, floor-ready merchandise, 323 for H&M, 328
fulfillment center, 322–324 for Harley-Davidson, 175
60–64 343–344 inbound transportation, 322 from ideas, 9
determining ROI, 63 STP; see Segmentation, targeting, inventory management, for Lexus, 6
4E framework, 48–52, 49e 324–325 for MTV, 43
and positioning preparing shipments, 324 unethical behavior, 76–77
customer experience of Straight rebuy, 142 radio frequency identification Target marketing, 32
product, 52 Strategic alliance, 160 tags, 323 Target market selection
Strategic business units, 40 receiving and checking, concentrated targeting, 183–184
educate customers, 50–51 Strategic (partnering) 322–323 differentiated strategy, 183
engage the customers, 52 shipping, 324 mass marketing, 183
excite customers, 49–50 relationship, 317 storage and cross-docking, 323 micromarketing, 184–186
to generate leads, 402 Strategic planning, 42; see also ticketing and marking, 323 and SWOT analysis, 182
information provided by, 52 television demographics, 183
in IMC, 48–49, 361–362 Marketing strategies strategic relationships, 316–319 undifferentiated strategy, 183
LinkedIn, 139 Strategic relationships, 316–319 common goals, 317 Target profit pricing, 286
marketing campaign steps, 64e Strategy, in STP process, 170–171 credible commitments, 319 Target return pricing, 286
monitoring, 61 Strivers, 176e interdependence, 317 and markup, 297
Twitter, 139 Structured questions, 209 mutual trust, 317 Tariff, 151
uses by firms, 48–49 Structured vs. unstructured open communications, 317 Tax season, 105
Social Media Mission Control Technological advances, 95; see
response, 210e value added by, 310–311
Center, Gatorade, 47–48 Subhead, 384 vendor-managed inventory, also Diffusion of innovation;
Social network sites Substantial segments, 180 Innovation
Substitute products, 294 320–321 to close delivery gap, 276
to create excitement, 53 Substitution effect, 293 vertical marketing systems, at Consumer Electronics
Facebook, 54 Sugar Bowl, 389 Show, 97
Google+, 55 Super Bowl XLVII, 11 314–316 and device exhaustion, 259
LinkedIn, 54–55 Supercenter, 333 Supply chain partners, 12 to meet customer needs,
Social responsibility; see also Supermarkets Surveys, 209 239–240
for personal selling, 400
Corporate social convenience stores, 335 developing, 210 Technological capabilities, 150–151
responsibility conventional, 333 fast-food, 199e Technology
versus ethics, 72e extreme-value retailers, 333 questionnaires, 209–210 to capture demographic data, 214
Social risk, 108 as health providers, 93 response rates, 210–211 cookie-blockers, 68
Social shopping, 367 limited-assortment, 333 software for, 211 facial recognition software, 213
Social trends percent of sales, 332 Survivors, 176e Geographic Information
green marketing, 92–94 supercenters, 333 Sustainability System, 16
health and wellness concerns, warehouse clubs, 333–335 and corporate social mobile media, 16–18
92–93 Suppliers at Nike, 22
privacy concerns, 95 LinkedIn users, 139 responsibility, 81 to overcome delivery gap,
Society as stakeholder, 80–81 relationship with, 242 at Walmart, 80 276, 277
Sociocultural factors Supply chain Sustainable competitive for promotion, 341
in communication, 165–167 components, 312 security breaches, 213
cultural dimensions concept, in less-developed nations, 150 advantage, 23 social media, 16–18
153–155 in omnichannel retailing, from customer service, 25 untested, 101–102
examples, 153 from educating customers, 51 wearable, 102
and global marketing, 153 346–347 from locational excellence, 26 Telemarketing, 403
verbal communication, 154 retailing in, 328 multiple sources of, 26 loss of popularity, 403–404
South Africa, 155 simplified, 310e from operational excellence, 25 Telemarketing Sales Rule, 98
Specialty products/services, 220 Supply chain management, from product excellence, 26 Telepresence, 400
Specialty store, 336 to retain loyal customers, 24–25 Television advertising, 382e
Sponsorship; see Event 10, 308 Sustainable packaging, 234 Television sets, 97
sponsorship activities, 311–312 Sweepstakes, 392 Television viewership, 182
Sports teams sponsorship, 11 Amazon, 307–308 SWOT analysis, 28, 85, 171 Temporal state, 122–123
Stakeholders, 12 anticipatory shipping system, and business ethics, 76 Test marketing, 255
for corporate social conduct of, 28–30 Thinkers, 176e
responsibility, 79–81 307–308 elements of, 30e Thought-sharing sites
in ethical decision-making, channel conflict, 313 Syndicated data, 201 blogs, 56–57
73–74 distribution centers, 311 microblogs, 57
types of, 73 electronic data interchange, 320 T Threats; see SWOT analysis
Standards gap, 269 fulfillment centers, 311
overcoming, 274–275 goals, 313 Tangibles, 270, 271, 272, 408
Stars, 40, 41 importance of, 309–311 Tapestry Segmentation system, 179
Star Wars, 232 information flow Target audience, 65e
State of mind, 122–123
data warehouses, 320–321 for advertising, 373–374
steps, 319–320 identifying, 64
manufacturer-retailer

relationship, 330–332

Subject Index 463

3D printing, 127–128 Unethical behavior benefits and costs in, 283 Viral marketing program, 309
new products from, 237–238 bribery, 137 in competitor-oriented Virtual community, 208
and trademark infringement, 238 in choice of target market, 76–77 Virtual stores, 35
deceptive advertising, 70 strategy, 288 Vision statement, 28
Ticketing and marking, 323 pharmaceutical companies, 117 consumer perception of, Voice-of-customer program, 273
Time, 72 reasons for, 70–71
Time orientation, 153 in social and mobile marketing, 77 283–285 W
Tonight Show, 50 types of, 70 and deals, 392
Top-of-mind awareness, 354 defined by price, 340 Wait time reduction, 272
Total cost, 295 United States Value-based marketing, Wants, 6, 103
Total cost curve, 296 ethnicity, 90–92 Warehouse clubs, 333,
Totally new product or service, 164 generational cohorts, 88–89 13–14, 84–85
Total revenue curve, 296 and globalization, 146 Value capture, by price, 9 333–335
Touching and feeling products, income distribution, 89–90 Value chain, 10 Weaknesses; see SWOT analysis
number of smartphones, 58 Value cocreation, 13 Wearable technology, 102
343–344 trade deficit, 148 Value communication, 36 Web-based media, 365–366
Tracking, 386 Value creation Weblog, 361
Trade agreements, 152 United States Humane Society, 254 Web portal, 133
Trade barriers United States Supreme Court, on by marketing, 12–14 Websites
from products, 7–8
elimination of, 146 pricing, 305 Value creation products, 33–34 for community-building, 361
quotas, 151–152 Universal Product Code, 319, Value delivery, 34 in online marketing, 360–361
tariffs, 151, 152 Value-driven firms, 15 Web tracking software, 366
Trade deficit, 148 322–323 Value proposition, 36, 186 Wedding magazine, 116
Trademark infringement, 238 Universal set, 109 communicating, 10 White papers, 139
Trade shows, 402 University of Alabama, 140 delivering, 9–10 Wholesalers, 130, 309
Trade surplus, 148 University of California, 140 determining, 186–188 as channel members, 299
Trading bloc, 152 Unrelated diversification, 49 main components, 188 reasons for using, 310–311
Traditional media, 364–365 Unsought products/services, 220 role of pricing in, 283 Winter Olympics of 2014, 30
Training Unstructured questions, 209 Variable costs, 295 Word of mouth, negative, 113
of sales force, 410–411 U.S. Bureau of the Census, 201 Vendor-managed inventory, 320 Workplace diversity, 78
of salespeople, 121 U.S. Centers for Disease Control Vendors World Trade Organization,
Transmitter, 352 attracting buyers, 141
Transparency International Bribe and Prevention, 92 negotiation and selection, 134 156, 161
U.S. Congress Commerce performance evaluation, 134–135 World Wide Web, 55
Payers Index, 137 relations with, 25
Trialability, 247–248 Committee, 180 to Walmart, 80 Y
Trouble with the Curve, 177 U.S. Food Waste Challenge, 94 Verbal communication, 154
Turbo: F.A.S.T., 170 U.S. Travel Association, 17 Vertical channel conflict, 313 Yoga studios, 93
Users, 135 Vertical marketing system, 314
U administered, 315 Z
example, 136 contractual, 315–316
Uncertainties, assessing, 28–29 Usual Suspects, The, 169 corporate, 316 Zone of tolerance, 273
Uncertainty avoidance, 152 versus independent
Undifferentiated targeting V
channels, 314
strategy, 183 VALS framework, 175–176 Vertical price fixing, 305
Value, 13, 188; see also Adding

value

464  Subject Index