UNIT 1. Marketing in the 2000s and BeyondPart A. Changing Perspectives1. The Next 25 Years, Alison Stein Wellner, American Demographics, April 2003Alison Wellner makes population and demographic projections for the next quarter century, forecasting a larger, older, and more diverse nation with many opportunities and challenges for business.2. The 5 Lessons of 2004, Michael V. Copeland, Business 2.0, December 2004Michael Copeland outlines business and marketing lessons that emerged during 2004.3. The Vanishing Mass Market, Anthony Bianco, BusinessWeek, July 12, 2004New technology. Product proliferation. Fragmented media. For marketers and consumers alike, it's a whole new world.4. Power at Last, Crowned at Last, Paul Markillie, The Economist, April 2, 2005The claim that the customer is king has always rung hollow. But now, according to Paul Markillie, the digital marketplace has made it come true.5. Brand Killers, Matthew Boyle, Fortune, August 11, 2003The article reveals that one in five items sold in U.S. stores is store branded, and more and more retailers are getting in on the action.6. Choosing the Right Green Marketing Strategy, Jill Meredith Ginsberg and Paul N. Bloom, MIT Sloan Management Review, Fall 2004Green marketing has not fulfilled its initial promise, but companies can take a more effective approach, according to the authors, if they realize that a one-size-fits-all strategy does not exist.Part B. The Marketing Concept7. Marketing Myopia (With Retrospective Commentary), Theodore Levitt, Harvard Business Review, September/October 1975According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industry-as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply this marketing concept: to think of itself not as producing goods or services but as buying customers.8. Why Customer Satisfaction Starts With HR, Patrick J. Kiger, Workforce, May 2002This article reveals convincing evidence that HR drives customer satisfaction-and corporate revenues-by careful attention to who is hired, how they are trained, how they are coached, and how they are treated on the job.9. Start With the Customer, Stephen W. Brown, Marketing Management, January/February 2003Stephen Brown argues that top-performing service companies always put the customer first.10. From Understanding to Action, David C. Swaddling and Charles Miller, Marketing Management, July/August 2004According to the authors, to win customers, it is critical to first find out what is valuable to them.11. Listening to Starbucks, Alison Overholt, Fast Company, July 2004Alison Overholt discusses how there are clear parrallels between the way Starbucks is developing a new music business and the way Howard Schultz developed the core coffee business.Part C. Services & Social Marketing12. Surviving in the Age of Rage, Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management, March/April 2004The authors scrutinize why learning to manage angry customers is a crucial part of today's service landscape.13. Teach Your Buyers Well, Kevin Oakes, TD, March 2005Trust is a huge competitive advantage for any company. And, according to Kevin Oakes, learning is a vehicle to gain it.Part D. Marketing Ethics & Social Responsibility14. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000The authors scrutinize the significance of companies that are cognizant of the precarious nature and powerful advantages of gaining and maintaining trust with their customers in the marketplace.15. Wrestling With Ethics, Philip Kotler, Marketing Management, November/December 2004Philip Kotler grapples with the question, Is marketing ethics an oxymoron?16. The Right Balance, Jennifer Gilbert, Sales & Marketing Management, November 2004Jennifer Gilbert explains why sales people need to make sure that they are using ethical tactics when selling to a growing mature market.UNIT 2. Research, Markets, and Consumer BehaviorPart A. Market Research17. On Target, Isabella Trebond, Entrepreneur, August 2004Isabella Trebond walks the reader through the basic steps of do-it-yourself market research.18. Eight Tips Offer Best Practices for Online MR, Richard Kottler, Marketing News, April 1, 2005Richard Kottler provides eight tips outlining the best practices for maximizing the efficiency of conducting surveys via the Internet.Part B. Markets and Demographics19. What Lies Beneath, Chris Penttila, Entrepreneur, May 2005Chris Penttila discusses how today's consumers no longer fit into yesterday's molds and how to get a grip on the new demographics and get inside customers' heads.20. The Halo Effect, Michael Fielding, Marketing News, February 1, 2005Michael Fielding demonstrates why Christian consumers are a bloc that matters to all marketers.21. Kid Power, Katy Kelly and Linda Kulman, U.S. News & World Report, September 13, 2004The average child sees 40,000 TV ads a year, baby's first word might be Coke. According to the authors, it's harder than ever for parents to say no to the kids' marketing demands.22. Marketing Surprise: Older Consumers Buy Stuff, Too, Kelly Greene, The Wall Street Journal, April 6, 2004Kelly Greene explains how companies such as Sony and Ford are marketing their products to older consumers while making it clear to younger people their brands are still cool.Part C. Consumer Behavior23. Defining Moments: Segmenting by Cohorts, Charles D. Schewe, Geoffrey E. Meredith, and Stephanie M. Noble, Marketing Management, Fall 2000The authors of this article delineate how coming-of-age experiences influence values, attitudes, preferences, and buying behaviors for a lifetime.24. Tough Love, Justin Berzon, Sales & Marketing Management, December 2002Justin Berzon suggests ways-in tough economic times-to handle difficult customers while keeping your sanity.UNIT 3. Developing and Implementing Marketing Strategies25. The Very Model of a Modern Marketing Plan, Shelly Reese, Marketing Tools, January/February 1996Shelly Reese tells how companies are rewriting their strategies to reflect customer input and internal coordination.Part A. Product26. Have It Your Way, Melanie Wells, Forbes, February 14, 2005Whether it's cars, toys, or fast food, companies are tapping consumers to help them create new products.27. Cult Brands, BusinessWeek, August 2, 2004Business Week ranks the world's most valuable brands and shows the power of passionate consumers.28. In Praise of the Purple Cow, Seth Godin, Fast Company, February 2003To be successful in marketing you need to stand out and that means becoming a purple cow-that is, becoming remarkable in a field of brown cows. Innovation in marketing is an important key to succeeding in business.Part B. Pricing29. Kamikaze Pricing, Reed K. Holden and Thomas T. Nagle, Marketing Management, Summer 1998The authors of this article advocate that managers can prevent the fruitless slide into kamikaze pricing by implementing a value-driven pricing strategy for the most profitable customer segments.30. Mind Your Pricing Cues, Eric Anderson and Duncan Simester, Harvard Business Review, September 2003For most of the items consumers buy, according to the authors, they don't have an accurate sense of what the price should be. The article covers some of the m ost common pricing cues retailers use, and reveals some surprising facts about how-and how well-those cues work.31. Which Price is Right?, Charles Fishman, Fast Company, March 2003Charles Fishman describes how business is at the start of a new era of pricing. This era is being shaped by a new set of insights into business strategy and human behavior, and these insights are turbo-charged with software, mathematics, and rapid experimentation.Part C. Distribution32. The Old Pillars of New Retailing, Leonard L. Berry, Harvard Business Review, April 2001In the course of his extensive research on dozens of retailers, Leonard Berry found that the best companies create value for their customers in five interlocking ways.33. How to Beat Wal-Mart, Matthew Maier, Business 2.0, May 2005Wal-Mart is the biggest company in the world, it is ruthless, and it devours competitors as it kills categories. Matthew Maier discusses four strategies for taming the beast of Bentonville.Part D. Promotion34. Got Advertising That Works?, Jeff Manning and Kevin Lane Keller, Marketing Management, January/February 2004The authors disclose how the Got Milk? advertising campaign shook consumers out of their milk malaise.35. The Online Ad Surge, Stephen Baker, BusinessWeek, November 22, 2004Stephen Baker describes how brand advertising has taken off and is shaking up Madison Ave.36. Stronger Sales in Just 28 Minutes, Thomas Mucha, Business 2.0, June 2005Thomas Mucha analyzes why mainstream firms are lining up to learn the art of the effective infomercial.UNIT 4. Global Marketing37. Segmenting Global Markets: Look Before You Leap, V. Kumar and Anish Nagpal, Marketing Research, Spring 2001The authors of this article advocate that before implementing a global market segmentation strategy, it is imperative to have an understanding and grasp the significance of both local and global issues.38. International Marketing Research: A Management Briefing, Tim R. V. Davis and Robert B. Young, Business Horizons, March/April 2002International marketing research, according to the authors, is much more critical than many managers think.39. Tech's Future, Steve Hamm, BusinessWeek, September 27, 2004With affluent markets maturing, technology's next 1 billion customers will be Chinese, Brazilian, Thai...In reaching them, Steven Hamm believes the industry will be profoundly transformed.40. Selling to the Poor, Allen L. Hammond and C.K. Prahalad, Foreign Policy, May/June 2004Searching for new customers eager to buy your products? Try the world's 4 billion poor people, the largest untapped consumer market on earth.
