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Source: Duane E. Knapp and Christopher W. Hart, The Brand Mindset: Five Essential Strategies for Building Brand Advantage throughout Your Company (New York: McGraw-Hill, 2000), p. 43.

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Marketing may not be dead or even dying, but it is in the throes of fundamental change. Marketing is not selling, advertising, direct mail, telemarketing, brochures, and any of a number of other things people think it is. The key marketing activities are the Four Ps Product, Price, Promotion, and Place. Additional marketing activities include Politics, Public opinion, Policy, Pace, Permission, Paradigm, Passalong, Practice, (P)addressability, (P)accountability, (P)affordability, (P)accessibility. People today want prodices things that look like products but act like services, e.g., quarter-inch holes, not quarter-inch drill bits. Customers today want to be involved in cocreating value, so marketers have less control over their products. The Internet gives the customer more sales channels from which to purchase products or services. Most advertising today, particularly television advertising, doesn t result in increased sales. The affect of television advertising on sales ranges from insigni cant to nonexistent. Consumers are demanding collaborative pricing and have much more information about supply and demand so that they are in a better position to negotiate prices. So-called winning marketing formulas such as the following no longer win: Winning through quality. Winning through better service. Winning through lower prices. Winning through high market share. Winning through mass customization.

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Layered fog simulates layers of fog that move from dense areas to light areas. The Top and Bottom values set the limits of the fog, and the Density value sets its thickness. The Falloff option lets you set where the fog density goes to 0. The Horizon Noise option adds noise to the layer of fog at the horizon as determined by the Size, Angle, and Phase values. Figure 45-9 shows several different fog options. The upper-left image shows the scene with no fog, the upper-right image uses the Standard option, and the lower-left image uses the Layered option with a Density of 50. The lower-right image has the Horizon Noise option enabled.

Examine t with existing markets and products/services (use product/market matrix).

spark a lawsuit several years later from Isaac Larian at MGA, who saw similarities with his Bratz girls, just as the original Barbie was much like the German Bild-Lilli that had also ignited litigation against Mattel Caught by surprise by the Bratz bombardment early in his reign, Bob Eckert found a scapegoat He ousted 43-year-old Adrienne Fontanella, who had served for three years as president of the girls/ Barbie entertainment unit that included the My Scene rush-to-market concept Fontanella had been the discovery of, and anointed by, Jill Barad, to oversee the $18 billion world of Barbie, and other toys Fontanella gave Barbie a slight breast reduction and less makeup.

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Interviews with the client yield a description of the basic features the program should provide. The product of these discussions is the design specification, a written document that outlines and details the application.

Veteran toy industry analyst Margaret Whit eld of Stern, Agee, and Leach, who had been covering Mattel since the mid-1990s, told the author in April 2008: Adrienne did not react soon enough to this threat that Bratz brought to the company Mattel should have undercut the Bratz doll big-time out of the gate with a Barbie that was priced so cheaply that no one would want to pay for Bratz Or Mattel should have had a hipper design for girls six and up which is what Bratz s strong suit was But there was no such action on the part of Mattel In my view, Bob Eckert, overseeing this, did not react quickly enough He s the kind of guy who probably lets things go too long before he intervenes I have been disappointed in the evolution of Barbie under his reign.

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