Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

204
Index

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examples of, 172
importance of, 171–172
middle-of-the-road, 174
strategic positioning, 171, 173
value proposition, 171–172
Style, in design, 46–47
Success factors, generally, 175
Sunkist, 8
Sun Tzu, 23, 174
Superstores, 154
Suppliers:
creativity and, 29
importance of, 176–177
relationships, 87
Supply chain software, 104
Surveys, in market research, 115, 117
Swatch (watchmaker), 84
SWOT (strengths, weaknesses, opportunities,
threats) analysis, 112–113, 152
Synectics, 29
Taco Bell, 72
Tactical marketing, 119
Tag line, 27
Takeuchi, Hiroyuki, 130
Talent market, 84
Tamcsin, Dennis, 165
Target (stores), 149
Target customer, identification of, 48. 
See
also
Target market
Target market:
customer research, 35–36
defined, 122 
in global expansion, 88
identification of, 19
importance of, 177–178
segmentation of, 162–163
value proposition, 171–172
Technological advances, 178–179
Telemarketers/telemarketing, 44, 135, 159,
179–180
Television advertising, 123, 145
Tetra Food, 66
Thompson, John, 59
3M, 59, 83, 102, 107
3Vs, in strategy development, 172
Tichy, Noel M., 143
Tiffany, 2
Toffler, Alvin, 29
Top management, marketing control role,
78–79
Total product, 141
Townsend, Robert, 26, 95
Toyota, 12, 48
Toys ‘R’ Us, 154
Trademarks, 86
Training programs, 33, 180
Transaction history, 43
Transaction marketing (TM), 152, 154, 160
Transaction-oriented marketing, 46
Treacy, Michael, 21, 136
Trends:
customer-centric marketing, 182
customer dialogue, 181
customer needs and, 31
customer retention, focus on, 181
customer share, pursuit of, 181
customized marketing, 182
cyberspace, operating in, 182
detection strategies, 44, 122
multichannel marketing, 182
owning brands, 182
sense-and-respond marketing, 
181
Trend spotters, 29
Trout, Jack, 12, 50, 135–136, 173
Truman, Harry, 68, 95
Tylenol, 12
Underhill, Paco, 115–116
Unica, 82
Unilever, 80, 141
Uniqueness, 27
United Parcel Service, 107
Up-selling, 34–35
USAA, 65
Value, generally:
creation, 167
defined, 183
disciplines, 136
network, 172
perception of, 184
proposition, 
see
Value proposition
purchase, 184
target, 172
use, 184
Value-added, generally:
products, 48
service, 137
Value-adding costs, 184
Value-delivery system, 183–184
Value proposition:
customer, 150
defined, 183
importance of, 58, 98, 172