MARKETING EXCELLENCE SAMSUNG

Korean consumer electronics giant Samsung has made a remarkable transformation since its founding in 1938. Originally created as an exporter of dried Korean fish, vegetables, and fruit, the company evolved into a pro­vider of value-priced commodity products during the 1970s and 1980s that original equipment manufacturers (OEMs) sold under their own brands. When Samsung’s

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MARKETING EXCELLENCE SABIC

Saudi Basic Industries Corporation (SABIC) is a petrochemical company headquartered in Riyadh, Saudi Arabia. It was set up in 1976 by the Saudi government to add value to the country’s natural resources. The in­dustrial model consisted of capturing crude oil-related gases and to delivering them as raw material to manu­facture various industrial commodities. A

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Product Characteristics and Classifications

Many people think a product is tangible, but technically a product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organi­zations, information, and ideas. 1. PRODUCT LEVELS: THE CUSTOMER-VALUE HIERARCHY In planning its market offering, the marketer needs to

Product Differentiation and Services Differentiation

To be branded, products must be differentiated. At one extreme are products that allow little variation: chicken, aspirin, and steel. Yet even here some differentiation is possible: Perdue chickens, Bayer aspirin, and India’s Tata Steel have carved out distinct identities in their categories. Procter & Gamble makes Tide, Cheer, and Gain laundry detergents, each

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Marketing design

As competition intensifies, design offers a potent way to differentiate and position a company’s products and services. Design is the totality of features that affect the way a product looks, feels, and functions to a consumer. It offers functional and aesthetic benefits and appeals to both our rational and emotional sides.25 1. DESIGN LEADERS

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Luxury Products

Design is often an important aspect of luxury products, though these products also face some unique issues. They are perhaps one of the purest examples of the role of branding because the brand and its image are often key competitive advantages that create enormous value and wealth. Marketers for luxury brands such as Prada,

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Environmental Issues

Environmental issues are also playing an increasingly important role in product design and manufacturing. Many firms are considering ways to reduce the negative environmental consequences of conducting business, and some are changing the manufacture of their products or the ingredients that go into them. “Marketing Memo: A Sip or a Gulp: Environmental Concerns in

Product and Brand Relationships

Each product can be related to other products to ensure that a firm is offering and marketing the optimal set of products. 1. THE PRODUCT HIERARCHY The product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify six levels of the product hierarchy, using life insurance as an

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Packaging, Labeling, Warranties, and Guarantees

Some product packages—such as the Coke bottle and Red Bull can—are world famous. Many marketers have called packaging a fifth P, along with price, product, place, and promotion. Most, however, treat packaging and labeling as an element of product strategy. Warranties and guarantees can also be an important part of the product strategy and

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MARKETING EXCELLENCE NIVEA

In 1882, pharmacist Paul C. Beiersdorf established his company with a patent for medical plasters. Beiersdorf sold his company to Oscar Troplowitz in 1890. By 1911, Oscar Troplowitz had developed the world’s first stable skin cream based on a water-in-oil emulsion. He named the product Nivea, derived from the Latin words nix, nivis, meaning

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MARKETING EXCELLENCE TOYOTA

The world’s largest automaker, Toyota has come a long way in its nearly 80-year history. The company launched its first passenger car, the Model AA, in 1936, copying the body design of Chrysler’s landmark Airflow and the engine of a 1933 Chevrolet. Toyota then suf­fered several challenges, including a financial crisis in 1950. However,

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The Nature of Services

The Bureau of Labor Statistics reports that the service-producing sector will continue to be the dominant employment generator in the future economy, adding about 18 million jobs between 2010 and 2018, or about 88 percent of the expected increase in total employment. By 2020, the goods-producing sector is expected to account for 11.9 percent

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The New Services Realities

Service firms once lagged behind manufacturers in their understanding and use of marketing because they were small or they faced large demand or little competition. This has certainly changed. Some of the most skilled mar­keters now are service firms. One that wins consistent praise for its brand-building success is Singapore Airlines.23 SINGAPORE AIRLINES Singapore

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Achieving Excellence In Services Marketing

The increased importance of the service industry has sharpened the focus on what it takes to excel in the market­ing of services.40 Here are some guidelines. 1. MARKETING EXCELLENCE Marketing excellence in services requires excellence in three broad areas: external, internal, and interactive marketing (see Figure 14.3).41 [1] External marketing describes the normal work

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Managing Service Quality

The service quality of a firm is tested at each service encounter. If employees are bored, cannot answer simple questions, or are visiting each other while customers are waiting, customers will think twice about doing busi­ness there again. Wells Fargo has succeeded in the banking industry by focusing on its customers and delivering superior

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Managing Product-Support Services

No less important than service industries are product-based industries that must provide a service bundle.95 Manufacturers of equipment—small appliances, office machines, tractors, mainframes, airplanes—all must provide product-support services, now a battleground for competitive advantage. Many product companies also have a stronger online presence than before and must ensure they offer adequate—if not superior—service online

MARKETING EXCELLENCE CLUB MED

Club Mediterranee or Club Med is a French company founded in 1950 by Gerard Blitz and Gilbert Trigano with the objective of offering holidays to customers with an innovative “all-inclusive” formula. The idea of happi­ness was at the heart of the concept. Today, Club Med has 72 resorts in more than 30 countries, including

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MARKETING EXCELLENCE PARKWAY GROUP HOTEL

Parkway Group Healthcare, headquartered in Singapore, was founded by Dr. Lim Cheok Peng and others in 1987 and has grown internationally by an­nexing other hospitals. For example, Parkway’s joint venture with Apollo Hospitals in India has facilitated its expansion into that market. Parkway’s hospitals provide exceptional patient care and offer specialty clinics in areas,

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New-Product Options

There are a variety of types of new products and ways to create them.2 1. MAKE OR BUY A company can add new products through acquisition or development. When acquiring, the company can buy other companies, buy patents from other companies, or buy a license or franchise from another company. Swiss food giant Nestle

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Challenges in New-Product Development

In retailing, consumer goods, electronics, autos, and other industries, the time to bring a product to market has been cut in half.20 For instance, luxury leather-goods maker Louis Vuitton has implemented a new factory format dubbed Pegase so it could ship fresh collections to its boutiques every six weeks—more than twice as frequently as

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