Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e
Back Matter Notes © The McGraw−Hill
Companies, 2002Notes 77510.For more on Starbucks’ Frappuccino, see “Starbucks Cultivates
Caffeine Rush,” USA Today,April 30, 1998, p. 1Bff.; “All Things Star-
bucks,” Brandweek,December 1, 1997, p. 1ff.; “Starbucks Gives Vitamin
Jolt to Frappuccino Drink,” Advertising Age,September 15, 1997, p. 82;
“Starbucks Does Not Live by Coffee Alone,” Business Week,August 5,
1996, p. 76; “Starbucks Readies Supermarket Invasion,” Advertising Age,
June 9, 1997, p. 1ff. For more on brand extensions, see “Cookie Makers
Bake Up New Twists,” USA Today, March 27, 2001, p. 3B; “Much about
History,”Brandweek, March 12, 2001, pp. 19–20; “Watershed Crystal,”
Brandweek, October 30, 2000, pp. 22–25; “Reposition: Simplifying the
Customer’s Brandscape,” Brandweek, October 2, 2000, pp. 36–48; “The
Joy of Laundry,” Business Week,July 17, 2000, p. 8; “Crackers Say
Cheese,” Advertising Age, April 24, 2000, p. 32; “M&M/Mars Ice Cream
Sees Red for Its Debut,” Advertising Age, March 13, 2000, p. 33; “Clorox
Tries Formula 409 for Carpets,” Advertising Age,March 10, 1997, p. 6;
“Can Betty Crocker Heat Up General Mills’ Cereal Sales?” The Wall
Street Journal,July 19, 1996, p. B1ff.; “Nabisco to Bring Top Cookie
Brands to Breakfast Line,” The Wall Street Journal,February 23, 1994, p.
B5; “Multiple Varieties of Established Brands Muddle Consumers, Make
Retailers Mad,” The Wall Street Journal,January 24, 1992, p. B1ff. For
more on brand equity and brand value, see “When Designers Attack!”
Ecompany, June 2001, pp. 45–46; “Designated Shopper,” Brandweek, May
28, 2001, p. 40; “Brand Building: Chairman of the Board,” Business
Week,May 28, 2001, p. 96; “In the Movie ‘Foodfight,’ Mr. Clean Plays
Bit Part That Worries His Agent,” The Wall Street Journal,April 30,
2001, p. A1ff.; “Mission, Message and Monitoring: How the Best Build,
Nurture Brands,” Investor’s Business Daily, March 12, 2001, p. A1; David
F. D’Alessandro, Brand Warfare: 10 Rules for Building the Killer Brand
(2001); “Making the Emotional Connection,” Brandweek, January 29,
2001, pp. 23–27; “What to Do with a Brand Gone Bland?” The Wall
Street Journal,December 14, 2000, p. B14; “Pledge of Allegiance,” Ameri-
can Demographics, November 2000, pp. 40–42; Marc Gob, Emotional
Branding: The New Paradigm for Connecting Brands to People(New York:
Watson-Gruptill, 2000); Marc Braunstein and Edward H. Levine, Deep
Branding on the Internet(2000); “Making Your Mark Online,” Advertising
Age, October 9, 2000, pp. 46–48; “A Word of Advice to Body Shop:
Don’t Undermine Your Fine Branding with an Inconsistent Internet
Effort,” Brandweek, September 25, 2000, pp. 34–36; “Brands in a Bind,”
Business Week,August 28, 2000, pp. 234–38; “Branded Blooms Find Fer-
tile Market,” Advertising Age, January 24, 2000, p. 16; “Two Ways to
Destroy a Valuable Brand,” Brandweek, November 15, 1999, p. 26; “Cre-
ating the New Gold Standard,” Brandweek, July 27, 1998, pp. 27–30. See
also Elise K. Prosser, “Brand Marketing: Building Winning Brand Strate-
gies That Deliver Value and Customer Satisfaction,” Journal of the
Academy of Marketing Science, Winter 1996, pp. 86–87; David A. Aaker,
“Should You Take Your Brand to Where the Action Is?” Harvard Business
Review, September–October 1997, pp. 135–43; Richard C. Leventhal,
“Branding Strategy,” Business Horizons, September–October 1996, pp.
17–23; Deborah R. John, Barbara Loken, and Christopher Joiner, “The
Negative Impact of Extensions: Can Flagship Products Be Diluted?” Jour-
nal of Marketing, January 1998, pp. 19–32; Cathy J. Cobb-Walgren,
Cynthia A. Ruble, and Naveen Donthu, “Brand Equity, Brand Prefer-
ence, and Purchase Intent,” Journal of Advertising, Fall 1995, pp. 25–40;
Vijay Vishwanath and Jonathan Mark, “Your Brand’s Best Strategy,” Har-
vard Business Review, May–June 1997, pp. 123–29; Michael A. Kamins
and Nancy A. Frost, “A ‘Brand’ New Language,” Journal of Marketing,
April 1994, pp. 129–30; John A. Quelch and David Kenny, “Extend
Profits, Not Product Lines,” Harvard Business Review, September
1994–October 1994, pp. 153–60; Linda B. Samuels and Samuels Jeffery
M, “Famous Marks Now Federally Protected Against Dilution,” Journal of
Public Policy & Marketing, Fall 1996, pp. 307–10; Pamela W. Henderson
and Joseph A. Cote, “Guidelines for Selecting or Modifying Logos,” Jour-
nal of Marketing, April 1998, pp. 14–30; Erich Joachimsthaler and David
A. Aaker, “Building Brands Without Mass Media,” Harvard Business
Review, January–February 1997, pp. 39–50; Kevin Lane Keller, “Concep-
tualizing, Measuring, and Managing Customer-Based Brand Equity,”
Journal of Marketing,January 1993, pp. 1–22.11.“Global Products Require Name-Finders,” The Wall Street Journal,
April 11, 1996, p. B8; Martin S. Roth, “Effects of Global Market Condi-
tions on Brand Image Customization and Brand Performance,” Journal of
Advertising, Winter 1995, pp. 55–75.
12.Available from World Wide Web: <http://www.yahoo.com>;
“Coterie of Early Hires Made Yahoo! A Hit but an Insular Place,” The
Wall Street Journal,March 9, 2001, p. A1ff.; “Yahoo Drops Bomb with
Koogle’s Exit,” USA Today, March 8, 2001, p. 1Bff.; “Voulez-vous Yahoo
Avec Moi?” Fortune, October 16, 2000, pp. 245–54; “Yahoo’s Grand
Vision for Web Advertising Takes Some Hard Hits,” The Wall Street Jour-
nal,September 1, 2000, p. A1ff.; “Yahoo Stands Alone in Web Wars,”
USA Today, August 24, 2000, p. 1Bff.; “Surprise! Yahoo Goes Broad-
band,” Fortune, May 29, 2000, pp. 182–92; “The Two Grown-Ups behind
Yahoo!’s Surge,” The Wall Street Journal,April 10, 1998, p. B1ff.; “Yahoo!
Challenges AOL as a Portal to World Wide Web,” The Wall Street Jour-
nal,March 19, 1998, p. B1; “How Yahoo! Won the Search Wars,”
Fortune,March 2, 1998, pp. 148–54; “Brandweek’s Marketers of the Year:
Yahoo!, Karen Edwards,” Superbrands ‘98,October 20, 1997, pp. 70–74;
“What Hath Yahoo Wrought?” Business Week,February 12, 1996, pp.
88–89.
13.“Highway Safety: Time for Tougher Cops,” Business Week,July 2,
2001, p. 42; “Firestone Plans to Close Troubled Decatur Factory,” The
Wall Street Journal,June 28, 2001, p. A3ff.; “First, Crunch Time for Jac,”
Fortune, June 25, 2001, pp. 34–35; “Ford: Why It’s Worse than You
Think,” Business Week,June 25, 2001, pp. 80–89; “Ford: Other Fire-
stone Tires Fail, Too,” USA Today, June 14, 2001, p. 1B; “Firestone: Is
This Brand beyond Repair?” Business Week,June 11, 2001, p. 48; “Ford
Vs. Firestone: A Corporate Whodunit,” Business Week,June 11, 2001,
pp. 46–47; “Ford’s Gamble: Will It Backfire?” Business Week,June 4,
2001, pp. 40–41; “Tired of Each Other,” Time, June 4, 2001, pp. 50–56;
“Ford Has Big Problem Beyond the Tire Mess: Making Quality Cars,”
The Wall Street Journal,May 25, 2001, p. A1ff.; “Confused Drivers May
Have Trouble Trusting Either Firm,” USA Today, May 23, 2001, p. 1Bff.;
“Ford to Replace Up to 13 Million Firestone Tires,” Investor’s Business
Daily, May 23, 2001, p. A9; “Firestone Quits as Tire Supplier to Ford,”
The Wall Street Journal,May 22, 2001, p. A3ff.; “Meet the New Face of
Firestone,” Business Week,April 30, 2001, pp. 64–66; “Facing or Fearing
a Publicity Crisis? Right Steps to Get Past the Trouble,” Investor’s Busi-
ness Daily, April 23, 2001, p. A1; “After Tireless Efforts, Ford Launches
All-New Explorer,” USA Today, March 29, 2001, p. 1Bff.; “Under Glare
of Recall, Tire Makers Are Giving New Technology a Spin,” The Wall
Street Journal,March 23, 2001, p. A1ff.; “Industry Report: Tires,”
Investor’s Business Daily, February 12, 2001, p. B22; “More Firestone
Tires Peel,” USA Today, February 8, 2001, p. 1Bff.; “What Japan’s CEOs
Can Learn from Bridgestone,” Business Week,January 29, 2001, p. 50;
“Firestone Leaves an Indelible Mark,” USA Today, December 26, 2000,
p. 1Bff.; “Cost Hinders Wider Use of Nylon to Make Steel-Belted Tires
Safer,” The Wall Street Journal,December 20, 2000, p. A8; “Firestone
Admits Manufacturing Problems But Also Scrutinizes Tire-Inflation
Levels,” The Wall Street Journal,December 20, 2000, p. A3ff; “Firestone
Recall Fuels Interest in ‘Smart’ Tires,” The Wall Street Journal,Novem-
ber 22, 2000, p. B1ff.; “Drivers Complained of Tread Problems Years
before Recall,” USA Today, November 15, 2000, p. 1Bff.; “Firestone
Dealers Step Up to Defend Tiremaker,” USA Today, November 10,
2000, p. 10B; “Can Courts’ Cloak of Secrecy Be Deadly?” USA Today,
October 16, 2000, p. 1Bff.; “The Tire Flap: Behind the Feeding Frenzy,”
Business Week,October 16, 2000, pp. 126–28; “Firestone Team Faces
Challenge of Steering Company Past Crisis,” The Wall Street Journal,
October11, 2000, p. A1ff.; “Squabbles between Ford and Firestone May
Hurt Their Legal Defense,” The Wall Street Journal,October 9, 2000, p.
B1ff.; “Documents Imply Firestone Knew of Tire Trouble in ’94,” USA
Today, October 4, 2000, p. 1Bff.; “Would You Buy One?” Business Week,
September 25, 2000, pp. 46–47; “Jac Nasser’s Biggest Test,” Fortune,
September 18, 2000, pp. 123–28; “Ford: A Crisis of Confidence,” Busi-
ness Week,September 18, 2000, pp. 40–42; “Answers Still Elusive in
Tire Crisis,” The Wall Street Journal,September 15, 2000, p. B1ff.;
“Anatomy of a Recall,” Time, September 11, 2000, pp. 28–32; “How