Page 244 - Marketing the Basics 2nd

236 index
Burger King 22
business cycle 25 business-to-business marketing
182
buyer’s remorse 14, 179, 180 buzz marketing 44, 144–146
Campbell’s Soup 210 Carrefour 215
catalogue marketing 172 category killers 62
celebrity endorsement 136 channel differentiation 59 click-through rate 100 click-to-call 175
click-to-chat 175 Clinton,Hillary 78
Coca-Cola 15,16,29,134,138,
179,180,183,195,204,212 co-creation 21
coercive power 97
cognitive dissonance 126
customer pyramid model 114, 116
customer relationship management 22,126 customer sales force 156
customer value hierarchy theory 81; augmented product level 82; core benefit level 82; expected product level 82
Danone 133
David Beckham 53
demand 9; predicting demand
111; price elasticity 112 demographic segmentation 40 demographics 184 differentiating 110,see
differentiation differentiation 13,55 digital signage 101
direct marketing 148, 168 direct-mail marketing 171 direct-response television
marketing 172
Disney, Walt 209
Disneyland 33, 209
distribution 187
Dollarama 62
domestic-based export agents 202 domestic-based export merchants
201
downstream stretch 87 Drucker, Peter 5
dual adaptation 212 dumping 106, 214, 222
economics 10
eCRM 127
email marketing 169
emotional messages 135 Ericsson 29
EuroDisney 209
exclusive distribution 96 experience economy 32, 33 experimental methodologies 193 expert power 98
cold calling 161
collectivism 208
communication adaptation communication process 130 communications adaptation model
207
communications budgeting:
affordable method 138; competitive parity method 138; objective and task method 139; percentage of sales method 139
Compaq 16, 84
contract manufacturing 205 cooperative organizations 202 core competency 26, 27
cost of capital 85 cost-per-thousand 101
CRM see customer relationship
management
cross promotion 94 crowd-sourcing 68
CTR see click-through rate cultural proximity 200 culture 181
212