Page 216 - HBR's 10 Must Reads on Strategic Marketing

INDEX

points of parity, 83, 86, 122, 123 promoters, 162–163, 165. See also
customer value propositions and, recommendations
117–118, 119 converting customers into,
Pontiac, 87–88 169–170
pool affiliations, 139, 140 monitoring, 167
population myth, 36–42 net-promoter scores and, 154–155
Porsche, 75, 142 promotion costs, 177–178
portfolios, 81, 85, 87–88 purpose brands, 66–69
positioning, 80, 83, 84, 86 advertising and, 68–70
Pour Your Heart Into It (Schultz and extending or destroying brand
Yang), 78 equity and, 71–75
pressure cookers, 100, 103 rarity of strong, 75–76
presumption of value, 120
price premiums, 67
pricing strategy, 84, 177–178 Quaker Chemical, 128–129, 130–131
value perception and, 82–83 Quicken Financial Planner, 59–61
Procter & Gamble, 7, 57, 66
Cascade, 82–83
Crest, 67, 73, 74–75 Rackham, Neil, 171–193
marketing strategy at, 177 railroads, 29, 31–32, 54–55
Olay, 104 Range Rover, 75
pricing and value in, 80, 82–83 recommendations
Swiffer, 10, 64 consumer decision journey and,
production emphasis, 42–49 18, 20–21
product managers, 3 customer loyalty and, 156
products customer satisfaction and, 152,
based on consumer needs, 161–164
59–67 Red Hat Society, 143
category growth, 64–66 Reichheld, Frederick F., 151–170
creative destruction and, 48–49 Reivich, Karen, 138–139
design process for, 10, 61–64, 171 relationship management
failure rate of new, 57 brand relevance and, 79, 82
marketing or sales conflict and, customer, 8
177–178 customer cultivation and, 2–5
market segmentation by, 58 customer loyalty and, 158
online information about, 22–23 marketing and sales, 179,
provincialism in, 45–48 182–183
tailoring to life events, 5 women and, 100, 103
profitability relevance, 79, 80, 82, 84
customer versus product, 11 research and development (R&D)
loyalty and, 155–156 customer-centric, 10
sales versus marketing and, 171– focus on, growth and, 49–54
172 Residence Inn by Marriott, 72

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