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" The federal government should not be in the business of initiating and administering short-term incentive programs designed to shape consumer purchase behavior. "

John Quelch

Behavior

Shape

Government

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John Quelch

Nike

Value

" If you can promise a vital and vibrant research environment as well as great students to your faculty, you can recruit some top faculty. The top faculty on your roster will then help you to attract further top students in your program. "

" Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop. "

" Any small business that's predicated on technological innovation and is differentiated and superior can expand globally very effectively using the Internet as a vehicle for promotion. "

" When times are good, there is budget available for increased research on secondary products or customers. "

" Paying extra for prime placement can often pay off. "

" The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be. "

" Instead of being focused on teaching what we already know, we now have to be focused on creating new knowledge that is China-based, because it's absolutely clear that China is going to shift from a production economy to a knowledge economy. "

" Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market. "

" Obama and Clinton make an interesting contrast in brands. "

" You certainly don't want to market the president as if he or she were a box of breakfast cereal. "

" Understanding place is critical to achieving corporate growth. "

" In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation. "

" The skills associated with knowledge creation are totally different from the skills associated with production. "

" What you don't do is contacting someone you haven't reached out for 10 years and asking for money. "

" The only thing you need to set up a business school is a warm body and a piece of chalk. "

" You have lines of people outside Apple stores waiting for the latest iPhone, which adds to the hype around new product launch. So scarcity has value not just in its own right, but as a basis for free PR - it can become a story on the nightly news. "

" Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore. "

" A company's commitment to searching out potential blockbusters and then investing in marketing to convert potential to reality attracts and retains top scientists and creatives. "

" The Trump brand is complicated because it conflates a personal brand with a corporate brand. That means that the Trump persona affects the corporate reputation in a more direct way than, say, Richard Branson's actions affect Virgin. "