Number of flashcards in this category: 15.
1.	Place Example Companies		IKEA - cut out intermediaries. Walmart - power of retailer.
2.	Hybrid Cars		Aren't chosen for their price, rather people buy for psychological and emotional reasons (status symbol)
3.	Li & Fung		- "sourcing" - you supply idea, they "get it done" - "own nothing" model: they just join together parts of the chain, but don't actually do anything. (management-like) - their value: knowledge and access to collaborators - delivering "store ready" if possible
4.	Visa & Mastercard		Mastercard was ahead; Visa had better acceptability but acceptability was not a big factor for customers. Changed mktg strategy to boost "more widely accepted" model -> as a result, increased importance of acceptability, and made ppl thing Visa was doing better in acceptability. Able to succeed by bettering self against American Express (limited acceptability) and not really going against Mastercard.
5.	AirMount		Tried to skim it to offices. - Should have penetrated at low price. - Easy to understand/use. - Captive pricing with the tool + sheets.
6.	Torro Snowblower		- Importance of inferences. Named product "snowpup", didn't work. Renamed to "Snowmaster" and dominated market.
7.	Whole Foods philosophy		- positioned away from Walmart - educated, affluent, liberal - "Declaration of Interdependence" where offer higher margins than Walmart, which squeezes large supply and low margins (WF better suited for small organic famers) - atmosphere, unique assortement and higher prices yield a $700 sq/ft margin. - advantageous store-only private brands
8.	mktg in india		Attractive because: growing wealth, large population, trend towards urbanization BUT most people still in rural villages. - Growth in IT revolution. - Media grey/dark problem: difficult to reach some areas because no media at all. - account for gov't ownership laws, must have local expertise! - Understanding customers: they learn the "parent brand" not the child brands, prefer smaller packaging (price more important than size/value) Action: set up internet stands, send representatives, local advertising, Hindustan Unilever uses "cycle boys" to load up with Nestle products
9.	Apple & Starbucks		Changing music industry. Now downloading, word of mouth, alternative media (mySpace) and not CDs, radios, etc. iTunes huge: allows people to "cherry pick," less revenue for labels b/c Apple has same price on songs. Joined with Starbucks for own record label. Both very consumer-centric, whereas record labels are attacking illegal downloaders (not very customer-centric).
10.	consumer protection groups		Consumer Bill of Rights Federal Trade Commission FDA Federal Communications Commission CPSC (Consumer Product Safety)
11.	ex: Airlines		Safety is number 1 important attribute. However, it's not a differentiator because perceive all airlines as safe. So secondary factors like schedule/price are greatly important.
12.	ethical issues with 4Ps		product: shoddy or unsafe, planned obsoleteness, knockoffs, environmentally unsafe pricing: excessive markups promotion: deceptive claims place: high costs of distribution
13.	ethical mktg examples		cigarette ads: targetting kids? violent toys/games tainting "word of mouth" with buzz-agent programs
14.	Lifebuoy		Unileve sales stagnating. Health care crisis. - Collaborate with government and NGO to raise awareness of soap-use, change association from soap-beauty to soap-hygiene. - Target families. - Reformulate to carry antibacterial. - Two-person teams go to villages and schools. Opportunities at "the bottom of the pyramid"
15.	Coke re-formula		- despite blind taste tests showing new formula better - Customers feel betrayed when changed formula in 1985; "hoarded" coke - shows human-brand relationship: all determined by the BRAND