Quaker Oats: Branding Challenges: Quaker Oats
in delivering value to ﬁnal customers.
Every employee a marketer: From thinking that marketing is done only by marketing,
sales, and customer support personnel to recognizing that every employee must be
Model-based decision making: From making decisions on intuition or slim data to
basing decisions on models and facts on how the marketplace works.
These major themes will be examined throughout this book to help marketers and companies sail safely through the rough, but promising, waters ahead. Successful companies
will change their marketing as fast as their marketplaces and marketspaces change, so
they can build customer satisfaction, value, and retention, the subject of Chapter 2.
All marketers need to be aware of the effect of globalization, technology, and deregulation. Rather than try to satisfy everyone, marketers start with market segmentation and develop a market offering that is positioned in the minds of the target market. To satisfy the target market’s needs, wants, and demands, marketers create a
product, one of the 10 types of entities (goods, services, experiences, events, persons, places, properties, organizations, information, and ideas). Marketers must
search hard for the core need they are trying to satisfy, remembering that their products will be successful only if they deliver value (the ratio of benefits and costs) to
Every marketing exchange requires at least two parties—both…