Inside out: Corning Telecommunications Products Division solved one of marketing's thornier problems - getting end users to demand a product that's designed to be invisible

Article Abstract:

Marketing encourages consumers to prefer a certain brand of product; but this can be difficult with products that the consumer never sees, such as software or components of other products. Corning Telecommunications Products Div. has built brand loyalty by creating an Information Center where customers could access information for free at all hours. Simultaneously, the system gathered information about those who used it, thereby helping to create a database of potential customers.

Wired Telecommunications Carriers, Telephone Communications, Telephone communications, exc. radio, Cover Story, Telephone services, Fiber optics industry, Brand name products, Brand names, Corning Telecommunications Products Div.

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The quality of cool

Article Abstract:

Companies that want to market to the 29.7 million teenagers who spend an estimated $103 billion of their own money and another $33 billion of their family's money have to aim at a rapidly shifting, sophisticated audience. Contemporary teenagers are difficult to target because they have been bombarded with marketing since an early age. They seek quality goods that will impart a sense of "cool," and are influenced by trends, older siblings, and their own insecurities.

People, 10-19 years, Methods, Target marketing, Teenage consumers

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2001: a spaced oddity: how to use the end of the millennium to inspire fear, arouse enthusiasm, and boost sales

Article Abstract:

Futurist James Rosenfield has developed a model that will help companies to predict marketing trends associated with the upcoming end of the millennium. Rosenfeld's model includes cultural symptoms such as oscillation, stress, grandiosity, countdowns, and suspense. His model is based on end-of-the-century phenomena such as those associated with the 1890's, which included cross-dressing and cultism.

Social aspects, Forecasts and trends, Millennium, Marketing research, Market research

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