Page 227 - Foundations of Marketing

194 Part 3 | Customer Behavior and E-Marketing

even if the news is bad. “That’s a very dangerous situation,” 2. From a marketing perspective, why would people who
Handal says. “You can’t have everyone on the team in charge, work for the U.S. Department of Veteran Affairs be as
but you have to have everyone be able to speak openly and interested in taking a Dale Carnegie course as people
honestly.” In other words, it’s important to be nice, but it’s who work for American Express?
also important to speak up so decision makers have all the 3. Which concerns of business customers should Dale
information they need to proceed. 14 Carnegie’s marketers pay close attention to when
selling training services to a company like American
Questions for Discussion
Express?
1. How would you apply Dale Carnegie’s methods if you
were trying to make a sale to a company with a large
buying center?

NOTES

1 Based on information in Scott Maline, “As GE 9 “Notable Contract Awards,” Booz Allen Hamilton, Jeremy A. Kaplan, “Apple’s Next Macs Will Be
Profits Rise, Investors Wonder about Cash Plans,” www.boozallen.com/media-center/company-news/ Made in the USA,” Fox News , December 6, 2012,
Reuters , January 18, 2013, www.reuters.com ; notable-contract-awards (accessed February 13, 2013). www.foxnews.com .
“GE Uses Big Data to Power Machine Services 10 Das Narayandas and V. Kasturi Rangan, b Based on information in Melissa Hincha
Business,” ComputerWeekly , January 18, 2013, “Building and Sustaining Buyer-Seller -Ownby, “Newsweek Names IBM Greenest
www.computerweekly.com ; Elizabeth Woyke, Relationships in Mature Industrial Markets,” Company in America,” Forbes , October 18,
“The Market Maker,” Think with Google , January Journal of Marketing (July 2004): 63. 2011, www.forbes.com; Susan Campriello,
2013, www.thinkwithgoogle.com/insights .
11 Disney Institute, http://disneyinstitute.com/ “IBM Is Environmental Leader,” Poughkeepsie
2 “STP: Segmentation, Targeting, Positioning,” (accessed February 8, 2013); Brooks Barnes, “In Journal (New York), June 11, 2011, www
American Marketing Association, www Customer Service Consulting, Disney’s Small .poughkeepsiejournal.com; Todd Woody, “IBM
.marketingpower.com (accessed February 12, 2013). World is Growing,” New York Times , April 21, Suppliers Must Track Environmental Data,” The
3 Ibid. 2012, www.nytimes.com/2012/04/22/business/ New York Times , April 14, 2010, www.nytimes
4 Manufacturing Employment Concentrations, media/in-business-consulting-disneys-small-world .com; “IBM, Accenture Lead Responsible
Government Suppliers,” Environmental Leader ,
http://geocommons.com/maps/1534 ; Corilyn -is-growing.html (accessed February 8, 2013).
July 21, 2011, www.environmentalleader.com .
Shropshire, “U.S. Lost Quarter of Its High 12 Frederick E. Webster Jr. and Yoram Wind, “A
-Tech Jobs in Past Decade,” Chicago Tribune , General Model for Understanding Organizational c Based on information in Danielle Ivory, “Women
January 18, 2012, http://articles Buyer Behavior,” Marketing Management (Winter/ Lose More Ground in U.S. Small Business Contracts
.chicagotribune.com/2012-01-18/business/ct Spring 1996): 52–57. Race,” Bloomberg , January 24, 2013, www
-biz-0118-tech-jobs-20120118_1_high 13 “Development of NAICS,” U.S. Census Bureau, .bloomberg.com; Tom Schoenberg and Kathleen
-tech-manufacturing-jobs-job-losses-research www.census.gov/epcd/www/naicsdev.htm Miller, “Veterans Agency Can Ignore Vets Status
(accessed February 12, 2013). (accessed February 13, 2013). in Contract Awards,” Bloomberg Businessweek ,
November 29, 2012, www.businessweek.com; Geri
5 Statistics of U.S. Business, all industries, U.S. 14 Sunny Thao, “Social Media as a Strategy,” Star
Bureau of the Census, www.census.gov/econ/susb/ Tribune (Minneapolis), April 7, 2012, www Stengel, “NYC Encourages Growth of Women-
Owned Businesses,” Forbes , January 16, 2013,
(accessed February 8, 2013). .startribune.com ; “Dale Carnegie Wins Friends in a www.forbes.com; Larry P. Vellequette, “Chrysler
6 County Business Patterns, U.S. Census, 2010, Digital Age,” CBS News , January 15, 2012, www Requires More Parts Purchases from Minority
http://factfinder2.census.gov/faces/tableservices/ .cbsnews.com ; Paul Harris, “Digital Makeover for Suppliers,” Crain’s Detroit Business , March 22,
jsf/pages/productview.xhtml?pid=BP_2010_00A1 the Self-Help Bible that Helped Millions to Make 2012, www.crainsdetroit.com .
&prodType=table (accessed February 8, 2013). Friends,” Observer (London), October 9, 2011, 25;
d Based on information in Scott Kirsner, “Pixability
7 Top 250 Global Retailers, Deloitte, www.stores www.dalecarnegie.com .
Pulls in $1 Million, to Help Small Businesses Add
.org/STORES%20Magazine%20January%20 Video to Their Marketing Toolkit,” Boston Globe ,
2012/global-powers-retailing-top-250 (accessed Feature Notes
February 18, 2011, www.boston.com; Joel Brown,
February 8, 2013). a Based on information in Oliver St. John, “Made “Claim to Frame: Helping Businesses Polish
8 “World’s Most Admired Companies, 2012,” in USA Makes Comeback as a Marketing Tool,” Images,” Boston Globe , May 25, 2010, www
Fortune , http://money.cnn.com/magazines/fortune/ USA Today , January 21, 2013, www.usatoday.com; .boston.com; Verne Harnish, “5 Business Myths
most-admired/2012/industries/11.html (accessed Emanuella Grinberg, “Made in America: The Short to Ditch Now,” Fortune , January 19, 2011,
February 8, 2013). List,” CNN , December 11, 2012, www.cnn.com; www.fortune.com .

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