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196
Index
Companies, generally:
size of, 20–21, 111
success factors, 21
types of, 20
Competitive advantage, 22–23, 56, 59,
76
Competitors:
awareness of, 24
customer needs and, 31
customer service and, 24
effective, 24
positioning and, 136
sales promotions, 111
shift to, 150
successful companies and, 23
types of, 23
Complaint handling strategies, 40
Computer software programs:
CRM-Forum
, 35
database marketing, generally, 104
development of, 82
marketing automation software, 81
marketing process automation, 82
marketing strategy simulators, 114
partner relationship management (PRM),
55
real-time inventory management, 81
real-time selling, 81–82
sales automation software, 80–81
supply chain software, 104
types of, generally, 82
Concept test, 82
Consultants, 25–26
Consumer marketers, 111
Consumer packaged goods (CPG):
brand building process, 13–14
customer service, 42
Consumer panels, 115
Continuous improvement, 84, 144
Contract management, 82
Controls:
distribution/channels, 54–55
efficiency, 79
financial marketing, 63
in marketing plan, 113
profitability, 79
strategic, 79
Convenience, importance of, 109
Copyrights, 86
Core competencies, 101, 132
Core processes, 101
Corporate branding, 26–27.
See also
Brands
Corporate Culture and Performance
(Kotter/Heskett), 59
Corporate growth:
examples of, 72
goal-setting, 69
opportunities for, 73
strategies for, 70–72
Corporate image, 27.
See also
Image;
Reputation
Costco, 154
Cost-cutting strategies:
overview, 63–64, 71, 143
recession marketing, 150
Cost of capital, 63
Countertrading, 90
Crawford, Fred, 137
Creativity:
development strategies, 27–28
idea markets, 29–30
importance of, 27
techniques, 28–29
trend spotters, 29
uniqueness, 27–28
Credit department, 104
CRM-Forum
, 35
Cross-selling, 34–35
Customer(s), generally:
acquisition of, 37–38, 41
advocacy, 14
attraction, 181
awareness of, 37, 39
base, value of, 86
classification system, 40
compensation systems, 38–39
complaints from, 40
corporate growth, role in, 73
costs, 109
defection rate, 41
defined, 37
dialogue, 181
experience, 137
intimacy, 137
life cycle, 37
lifetime value, 37
loyalty, 3, 8–9, 13, 42, 98, 161,
170
loyalty award program, 98
needs, 30–31, 39, 73
new product development process,
127
orientation, 32–34
perceptions of, 36–38
power of, 59
privacy issues, 45–46
relationships, 39, 87
retention,
see
Customer retention
satisfaction, 3, 14, 21, 38–39, 41–42
Customer-centered companies, 33–34
Customer-centric marketing,
182
Customer-driven companies, 21
Customer management of relationships
(CMR), 36
Customer managers, 33
Customer-oriented companies, 33, 131
Customer-owning focus, 36
Index
197
Customer relationship management (CRM),
see
Database marketing
benefits of, generally, 36
components of, 35–36
defined, 13, 34
effectiveness of, 35
Customer retention:
focus on, 181
implications of, 14, 42
strategies for, 38, 41
Customer service:
complaint handling strategies,
40
functions of, 105
importance of, 7, 23
quality of, 168
Customers for Life
(Sewell), 141
Customer share:
implications of, 37, 109, 181
value proposition, 150
Customized marketing, 182
Dana Corporation, 85
Database marketing:
benefits of, 44–45
customer privacy and, 45–46
data collection strategies, 43–44
defined, 39
effectiveness factors, 45
updating information, 44
Data collection strategies, 43–44
Data mining, 44, 118
D’Aveni, Richard, 17
Davenport, Thomas, 19
Dealers, creativity and, 29
Decapitalization, 87
Decision trees, 29
De Geus, Arie, 21, 82
Delivery, competition and, 23.
See also
Distribution/channels
Dell Computer, 42, 56, 84, 93, 107, 124,
144
Delta Air Lines, 32–33
Demand flow, 81
Deming, W. Edwards, 147
Demographics/demographic groups, 35, 43,
163
De Rose, Louis J., 183
Design:
criteria for, 47
service businesses and, 48
style distinguished from, 46–47
target customer, identification of,
48
types of, 46
value-added products, 48
Developing countries, 88–89
Dichter, Ernest, 117
Differentiate or Die
(Trout), 50
Differentiation:
commodities and, 49–50
development strategies, 50–51
importance of, 50
types of, 49–50
Direct mail, 52
Discipline of Market Leaders, The
(Treacy/Wiersema), 21
Discontinuous innovation, 84
Disney, 33, 59, 84, 107
Disney, Walt, 57, 61
Distribution/channels:
channel conflict, 54–55
channel partners, 55–56
customer reward programs, 56
global expansion, 88
go-to-market, 53–54
implications of, 56
integrated channels, 56
market control, 54–55
market coverage, 54
multiple channels, 55–56
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