Page 246 - Marketing the Basics 2nd

238 index
licensing 204
life-cycle segmentation 42 lifestyle segmentation 44 line-stretching 86
link building 99
LinkedIn 74,75 localization 210
long tail 67
loss leaders 120
low power distance 209 luxury goods 109
management 6
market research 11, 178
market segmentation 10, 11, 38 marketing channel 88, 91; conflict
needs 10;individual 10;physical 10; social 10
network effect see internet : characteristics
neuromarketing 195, 196, 198 Nexters 42,146,184
Nike 14
Nokia 200
normalized data 188 normative models 189
null hypothesis 187, 188, 233
Obama,Barack 14,76 observational methods 192 occupation 185
O’Neal, Shaquille 77 one-to-one marketing 22
online marketing strategy: brand
awareness 71; generate advertising revenue 73; generate sales 72; lead generation 72; self-service 72
opportunity cost 113 oversegmentation 50
People 151
Pepsi 29, 134, 138, 195
perceived performance 179 permission marketing 164 personal factors: personality 185,
186
personal selling 148 personality segmentation 46 personnel differentiation 59 Pfizer 11
placement 88
podcasts 43,131,132 points-of-difference 14 points-of-parity 14
Porter, Michael 26
positioning statement 62 positioning strategy 63 predicting demand see demand prescriptive models 189
price 104
price discrimination 124
95; horizontal 93; hybrid
94;
levels 92; vertical 93 marketing concept 21, 23 marketing confidence gap 69 marketing management 7 marketing mix 11, 36, 38, 73, 88,
179, 197, 207, 208, 209, 215, 229 marketing myopia 11, 20 marketing objective 105; market
skimming 107;maximize current market share 106; maximize short-term profit 105; product-quality leadership 107; survival 108
mass-customization 61 mass production 6
massive multiplayer online games 194
McDonald’s 44,57,183,206 media fragmentation 131 Microsoft 87,115
Mill, John Stuart 6 Mintzberg,Henry 7
mission statement 24
MMOG see massive multiplayer
online games Monsanto 211 moral messages 135 mp3 16
MySpace 74, 78, 100