《Marketing Management》(12版)复习资料.doc

CHAPTER 1 SUPPLEMENTARY MATERIAL Example for Retail Transformation For example, 10,000 square foot Dylans Candy Bar in New York City features a Tootsie Roll topiary, a wall of Pez dispensers, ten pound chocolate bars, and old candy ads on T.V. screens throughout the store. Store owners estimate that customers spend more than 34 minutes in the store and average $18 per receipt--far more time and money than is spent in the usual candy store or candy section of a larger store. Chuck Salter, Mom, Look, Cool! Fast Company, November 2003, p. 47. Example for Disintermediation Amazon is taking disintermediation further by featuring some goods in distinct stores or categories. Four stores so far are gourmet food, sporting goods, jewelry and watches. These stores collect items from other merchants, occasionally alongside goods already sold by Amazon. The senior VP of Omaha Steaks, which is one of the larger names in Amazons gourmet food store, says, If you want to buy a boar filet, or a tomato sauce thats only available in the Northeast, suddenly you have access to a variety of small companies that are well known in a region, but who have no way to get a deal with Kroger or Wal-Mart. This actually disintermediates, to use a word you havent heard in a while. Bob Tedeschi, E-Commerce Report: The returns are early, but the new categories of stores on A are showing signs of promise, The New York Times, December 22, 2003, p. C7. Marketing Memo: A CSR Checklist If a business case is to be advanced for corporate social responsibility (CSR) initiatives, the organizational fit with any given rationale requires close scrutiny. Here are some of the questions that should be asked by a company planning to develop a more socially responsible version of an existing project: How likely is it that these improvements would be in advance of a regulatory requirement to be instituted in this industry? (There might be advantages from developing and launching the product ahead of a cha