Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value To Any Sized Company

Hardcover | July 6, 2015

byLeonard M. Lodish, Howard L. Morgan, Shellye Archambeau

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Discover New Entrepreneurial Marketing Strategies for Supercharging Profits and Sustaining Competitive Advantage!

This practical guide shows how to use modern entrepreneurial marketing techniques to differentiate your company in the eyes of customers to achieve sustainable profitability. The authors focus on innovative strategies and tactics, pioneered by some of today’s most successful and disruptive companies, including Google, Quidsi (diapers.com), Apple, Victoria’s Secret, Anki, Pebble, Metricstream, and Warby Parker. These high-impact methods will help entrepreneurs achieve immediate, bottom-line results through more effective marketing.

Based on The Wharton School of the University of Pennsylvania’s pioneering Entrepreneurial Marketing course, this edition is fully updated to reflect what works in the marketplace today. Guided by the authors’ collaboration with dozens of high-growth companies, it offers new insights into which marketing programs and distribution channels are likely to succeed, and how to leverage them in your unique business environment—even with limited resources.

The authors begin by helping you refine your competitive positioning by clarifying “What am I selling to whom?” and “Why do they care?” Next, they guide you through the fundamentals of demand generation via public relations, social media, viral marketing, advertising, distribution, and marketing-enabled sales. Finally, they provide you with valuable tips on how to secure the right human capital resources to build the team you need to succeed. Each of these core concepts is illustrated with real-world anecdotes that provide fresh insights into traditional marketing concepts.

Pragmatic from start to finish, Marketing That Works, Second Edition, is for marketers who care about both long-term strategies and short-term results.

• Leverage cutting-edge, entrepreneurial techniques to get your positioning and pricing right
• Generate, screen, and develop great new marketing ideas to reach your target audience
• Lead your customers to your offering—and motivate them to buy
• Cultivate the right people and resources for outstanding execution

This guide offers high-value, low-cost marketing solutions that leverage today’s newest trends, tactics, channels, and technologies. It highlights companies that are redefining marketing and illuminates powerful new ways to secure resources, test and execute plans, and build brands.

The authors present practices for getting close to customers, reinforcing positioning, and developing marketing programs. Wherever you compete, this guide will help you grow your sales and profits, and drive more value from every dollar you spend on marketing.

For more information about Marketing That Works, visit www.marketingthatworksbook.com.

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From the Publisher

Discover New Entrepreneurial Marketing Strategies for Supercharging Profits and Sustaining Competitive Advantage! This practical guide shows how to use modern entrepreneurial marketing techniques to differentiate your company in the eyes of customers to achieve sustainable profitability. The authors focus on innovative strategies and ...

Leonard M. Lodish, Ph.D., is Samuel R. Harrell Professor Emeritus of Marketing at The Wharton School. He is cofounder and Leader of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research focuses on marketing decision support systems, marketing experimentation, and entreprene...

other books by Leonard M. Lodish

Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
Marketing That Works: How Entrepreneurial Marketing Can...

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Format:HardcoverDimensions:400 pages, 9 × 6.4 × 1.2 inPublished:July 6, 2015Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0133993337

ISBN - 13:9780133993332

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Table of Contents

&>The Book's Mission     1
The Authors’ and the Book’s Heritage     3
The Importance of Marketing     4
One Positioning, Multiple Stakeholders     6
Challenges of the Next Decade     7

SECTION ONE:  MARKETING STRATEGY--REFINE YOUR OFFERING AND POSITIONING     11
Chapter 1  Marketing-Driven Strategy to Make Extraordinary Money     13

Orvis Company--Excellent Entrepreneurial Positioning     13
Positioning to Enhance the Value Proposition     14
Getting Started: Segmentation and Targeting     16
    Virtual Communities: The Ultimate Segment?     17
    An Entrepreneurial Segmentation Example--Tandem’s East     18
    An Entrepreneurial Segmentation Audit     20
Gaining the Competitive Advantage: Differentiation     22
    Distinctive Competence and Sustainable Competitive Advantage     24
Tying Together the Value Proposition: Distinctive Competence, Sustainable Competitive Advantage, and Positioning     27
    Victoria’s Secret and L Brands--Excellent Integration of Positioning, Segmentation, and Distinctive Competencies     29
Positioning, Names, and Slogans     31
    Hindustan Unilever Limited: Positioning and Targeting to the Bottom of the Global Pyramid     33
    The Unmet Need     34
Summary     39
Endnotes     39
Chapter 2  Generating, Screening, and Developing Ideas     41
Idea Generation and Testing at Idealab     41
Evaluating Specific Venture Ideas     42
    Finding More Receptive Battlefields     43
Dry Tests, Crowdfunding, and Concept Testing: What They Are and Where They Are Best Used     46
    Getting Customers to Part with Money: The Real Tests of Value     46
    Victoria’s Secret Uses Their Stores as Test Beds for New Products and Brands     48
    Testing Purchase Intention: The Concept Test    49
    How to Do Concept Testing--the “Nuts and Bolts”     50
    Best Practices and Uses for Concept Testing     56
    Caveats for Concept Testing     60
Trakus: The Value of Concept Testing     61
Summary     65
Endnotes     66
Chapter 3  Entrepreneurial Pricing: An Often-Misused Way to Garner Extraordinary Profits     67
Determining Price at Warby Parker     67
Pricing to Create and Capture Value     68
    Price and Perceived Value     70
    Getting Price Right Early--It’s Hard to Raise Prices Later!     71
    Perceived Value in Use for Business-to-Business Products     72
    The SAS Institute, Inc.--Very Effective Management of Perceived Customer Value     74
    Pricing of Intellectual Property     77
    What Else Can Impact Price Response?     79
    Customer-Determined Pricing     80
    Revisiting Costs in Determining Price     82
Methods for Determining Revenue at Alternative Price Levels     84
    Premarket Methods--Pricing and Concept Testing     84
    In-Market Methods     90
Victoria’s Secret Can Use Its Many Stores for In-Market Experimentation     95
Summary     96
Endnotes     97

SECTION TWO:  DEMAND-GENERATION AND SALES--LEAD YOUR CUSTOMERS TO YOUR OFFERING     99
Chapter 4 Leverage Public Relations for Maximum Value     103

PayMyBills.com--Battling Competition with Public Relations     103
Aspire to Be a “Winner”     104
Gaining the Perception of Leadership     105
    Spokespersons/Evangelists     109
    Linkage to Fund-raising     111
    PR Agencies     112
    Timing Is Essential     113
    Crisis Management     114
Summary     115
Endnote     115
Chapter 5  Promotion and Viral Marketing to Maximize Sustainable Profitability     117
The Coolest Cooler--One of Kickstarter’s Most Successful Campaigns     117
Methods for Promoting Products and Engaging Customers     118
Give It Away     119
    Free Trials Versus Free Forever Versus Freemium     121
    Key Metrics for Free Trials to Pay     122
Viral Marketing     123
    Using Social Media for Viral Marketing     125
    When Do Giveaways Work?     126
Event Marketing     128
    Consumer Events     130
Product Placement     131
Winning the Tchotchke Wars     132
Summary     134
Endnotes     134
Chapter 6  Advertising to Build Awareness and Reinforce Messaging     135
Synygy Generated Productive Ad Options for Low Cost     135
Moving to More Effective Advertising     138
    Even Large Firms Waste a Lot of Their Advertising Expenditures     139
    How Entrepreneurs Can Improve the Productivity of Their Advertising     141
Improving Campaigns     141
    The Hindustan Lever (HLL) Missed Experimentation Opportunity     145
    Victoria’s Secret’s Advertising and Testing Strategy     147
Evaluating Campaigns--“Vaguely Right” Versus “Precisely Wrong”     148
    A National Retailer’s Campaign Evaluation     149
     “Vaguely Right” Entrepreneurial Marketing Experimentation     153
    Evaluation Before Is More Valuable than After     154
Media Planning     157
    Sample Template for Media Evaluation     158
The Digital Marketing Revolution--Evaluating and Maximizing Its “Bang Per Buck”     163
    Display Ads     164
    Search Engine Optimization     166
    Evaluating the Return on Search Engine Marketing     170
    Methods for Improving Productivity of Search Engine Marketing     171
    SoLoMo, Personalization, and Other Emerging Digital Advertising Concepts     172
Summary     174
Endnotes     174
Chapter 7  Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage     177
Anki--Emerging from Stealth Mode with Help from Apple     177
Making Distribution Decisions     179
Required Functions of Any Distribution System      180
    Evaluating Distribution Options, a Disintermediation Example     182
    Revisiting Positioning in the Context of Distribution     183
    Other Aspects of Distribution System Design--Direct Versus Indirect     184
Owning Your Own Distribution--The Highest Control     185
    Victoria’s Secret and the L Brands’ “Own Store” Channel Strategy     186
Indirect Distribution and Exclusivity Alternatives     188
    Exclusive Distribution     189
    Anki DRIVE--Launched by Exclusivity     190
    Evaluating Channel Exclusivity     191
    Item Exclusivity     193
Intensive Distribution     194
Selective Distribution     195
    Brooks Sports--Integrating Selective Distribution with Effective Positioning and Segmentation     196
    Preservation Hall Jazz Bands--A Selective Distribution Example     198
Types of Intermediaries--Earn Your Partners in Distribution     199
    Neat, Co.--Using Kiosks (Direct Sales) to Earn Distribution     200
    Nice Systems--A VAR Example     201
Dynamic Distribution Management     202
    Superscope, Inc.--Couldn’t Achieve Balance     203
    Franklin Electronic Publishers     206
Franchising: Still Another Distribution Option     207
    Different Types of Franchising     207
    From the Franchisee’s Point of View     208
    From the Franchisor’s Point of View     212
    Rita’s Water Ice--A Successful Franchising Venture     215
Managing and Anticipating “Channel Conflict”      218
Concept Testing to Channel Members     222
Summary     223
Endnotes     223
Chapter 8  Sales Management to Add Value     225
Plantronics     225
The Role of the Sales Management     226
Type of Sales Forces     229
    Direct to End User     229
    Resellers, Distributors, and Retailers     230
    Value-Added Resellers     231
    Agents, Brokers, and Representatives     231
The Control Issue: Choosing Your Sales Force     233
    What Situations Favor Direct Versus Rep?     233
    Choosing Reps     235
    Effective Rep Management     236
    Rep Management and the Perceived Value Proposition     237
    Direct Sales: Personal Versus Telephone Versus the Web and Other Nonpersonal Sales     238
    IndyMac: Using Both Direct and Indirect Sales Channels     241
Sales Force Size, Deployment, and Organization     242
    Sales Force Size and Deployment     242
    Deployment with Limited Sales Force Size     244
    Sales Force Organization and Travel Costs     245
Compensation     245
    Matching Incentives     245
    Outback Steakhouse--Perfectly Matched Incentives     247
    Incentives Versus Control Versus Time Horizons     247
    Compensation for New Versus Existing Customers, a Possible Festering Problem     248
    The Shadow Broadcast Services Example     249
Recruiting, Training, and Retention Strategies     252
Summary     254
Endnotes     255
Chapter 9  Marketing-Enabled Sales     257
MetricStream, Inc., and the Marketing-Enabled Sales Strategy     257
Marketing Tools to Support the Sales Process     258
Help Prospects Find You     260
Gain Prospect Interest and Trust     261
    Company Website     264
    Traditional Advertising     265
    Pay per Click (PPC) Advertising     265
    Social Media     267
    Webinars     268
    Trade Shows     269
    Blog Posts     270
    E-Mail Campaigns     270
Qualify Prospects and Identify Prospective Buyers     271
    8x8 Reinvigorating Dormant Prospects     272
Drive Toward the Close     274
    Submit the Proposal     274
    Check References     278
    Handle Objections     278
Close the Deal     280
Training Is Necessary     280
The Relationship Between Marketing and Sales     281
Summary     282
Endnote     283

SECTION THREE:  EXECUTION--CULTIVATE THE PEOPLE AND RESOURCES TO MAKE YOUR MARKETING WORK     285
Chapter 10 Create an Ecosystem to Maximize Product/Service Lifetime Profitability     287

Pebble: The Start-Up Taking on Multibillion-Dollar Global Companies     287
Engaging Your Customers in Product Launch     289
The Beta Process     292
Reference Accounts     296
    Reaching Target Reference Customers     298
    Establishing a Compelling Offer     298
    Building an Internal Resource Plan to Ensure a Successful Launch     300
Securing External Support for Your Product     302
Partnering for Launch     304
Channels of Distribution     305
Summary     306
Endnotes     306
Chapter 11  Entrepreneurial Marketing for Building Teams     307
Anki: From Classmates to a Company     307
Positioning for Talent     309
    Segmentation: Understanding the Needs of Company and Employees     309
    Differentiation: Setting Yourself Apart     312
Building a Team and Corporate Culture     313
Reaching the Prospects     315
Choosing the Prospect     317
Compensation: Pricing Your Talent     322
Summary     323
Endnotes     323
Chapter 12  Marketing for Financing Activities     325
Pebble: Preserving Equity with Crowdfunding and Venture Funding     325
Financing: A Different Product for a Different Customer     327
Product Versus Financial Marketing     329
    A Financial Marketing Plan     329
    The Buying Center     331
Segmentation of Investors     332
    Crowdfunding     332
    Angels     333
    Venture Capital Firms     334
    Incubators and Accelerators     335
    Corporate Strategic Partners/Investors     336
    Institutional Investors     337
Naming     337
Pricing--The Value of Your Venture     338
Venture Marketing     339
Initial Public Offering (IPO)     340
Investor Relations     341
Summary     343
Endnotes     343
Chapter 13  Building Strong Brands and Strong Companies     345
Why Is It Hard to Build Brands?     347
    Can Entrepreneurial Marketers Overcome These Eight Difficulties in Building Brands?     354
Ten Guidelines for Building Strong Brands     355
Summary     358
Endnotes     358
Index     359

 

The #1 actionable guide to entrepreneurial marketing — now fully revised for the latest high-value techniques, channels, and metrics!