Marketing Strategy

Cover......Page 1
Title Page......Page 2
Copyright......Page 3
Dedication......Page 4
Brief Contents......Page 5
Contents......Page 7
Our Focus......Page 15
Target Audience......Page 16
Key Features of the 5th Edition......Page 17
Instructor Resources......Page 19
Acknowledgments......Page 20
About the Authors......Page 23
Introduction......Page 26
The Challenges and Opportunities of Marketing in Today’s Economy......Page 28
Basic Marketing Concepts......Page 32
Major Marketing Activities and Decisions......Page 41
Taking on the Challenges of Marketing Strategy......Page 49
Lessons from Chapter 1......Page 52
Exercises......Page 54
Introduction......Page 55
The Strategic Planning Process......Page 56
The Marketing Plan......Page 65
Maintaining Customer Focus and Balance in Strategic Planning......Page 75
Lessons from Chapter 2......Page 80
Exercises......Page 84
Introduction......Page 85
The Role of Ethics and Social Responsibility in Marketing Strategy......Page 86
Deceptive Practices in Marketing......Page 95
Organizational Determinants of Marketing Ethics and Social Responsibility......Page 98
Stakeholders, Market Orientation, and Marketing Performance......Page 104
Incorporating Ethics and Social Responsibility into Strategic Planning......Page 107
Lessons from Chapter 3......Page 108
Exercises......Page 111
Introduction......Page 112
Conducting a Situation Analysis......Page 114
The Internal Environment......Page 117
The Customer Environment......Page 120
The External Environment......Page 126
Collecting Marketing Data and Information......Page 135
Lessons from Chapter 4......Page 142
Questions for Discussion......Page 143
Exercises......Page 144
Introduction......Page 145
Making SWOT Analysis Productive......Page 147
SWOT-Driven Strategic Planning......Page 153
Developing and Leveraging Competitive Advantages......Page 159
Establishing a Strategic Focus......Page 162
Developing Marketing Goals and Objectives......Page 166
Lessons from Chapter 5......Page 173
Questions for Discussion......Page 175
Exercises......Page 176
Introduction......Page 177
Buyer Behavior in Consumer Markets......Page 179
Buyer Behavior in Business Markets......Page 187
Market Segmentation......Page 192
Identifying Market Segments......Page 198
Target Marketing Strategies......Page 206
Lessons from Chapter 6......Page 208
Exercises......Page 214
Introduction......Page 216
The Product Portfolio......Page 218
The Challenges of Service Products......Page 221
New Product Development......Page 223
Branding Strategy......Page 226
Differentiating and Positioning the Product Offering......Page 234
Managing Products and Brands Over Time......Page 240
Lessons from Chapter 7......Page 249
Exercises......Page 253
Introduction......Page 254
The Role of Pricing in Marketing Strategy......Page 256
Key Issues in Pricing Strategy......Page 260
Pricing Service Products......Page 264
Price Elasticity of Demand......Page 267
Pricing Strategies......Page 271
Fixed Versus Dynamic Pricing......Page 277
Legal and Ethical Issues in Pricing......Page 280
Lessons from Chapter 8......Page 282
Exercises......Page 287
Introduction......Page 288
Distribution and Supply Chain Concepts......Page 290
Strategic Issues in Distribution and Supply Chain Management......Page 294
Conflict and Collaboration in the Supply Chain......Page 298
Trends in Marketing Channels......Page 303
Legal and Ethical Issues in the Supply Chain......Page 308
Lessons from Chapter 9......Page 312
Questions for Discussion......Page 314
Exercises......Page 315
Introduction......Page 316
Strategic Issues in Integrated Marketing Communications......Page 318
Advertising......Page 321
Public Relations......Page 328
Personal Selling and Sales Management......Page 333
Sales Promotion......Page 338
Lessons from Chapter 10......Page 343
Exercises......Page 346
Introduction......Page 348
Strategic Issues in Marketing Implementation......Page 350
Approaches to Marketing Implementation......Page 358
Internal Marketing and Marketing Implementation......Page 362
Evaluating and Controlling Marketing Activities......Page 365
Lessons from Chapter 11......Page 374
Exercises......Page 377
Introduction......Page 379
Managing Customer Relationships......Page 380
Quality and Value: The Keys to Developing Customer Relationships......Page 386
Customer Satisfaction: The Key to Customer Retention......Page 396
Lessons from Chapter 12......Page 406
Exercises......Page 411
Case 1: Gillette: Product and Marketing Innovation......Page 412
The History of Innovation at Gillette......Page 413
The Razor Wars Begin......Page 415
Gillette’s Recent Marketing Strategies......Page 416
Looking Toward the Future......Page 421
Questions for Discussion......Page 423
Sources......Page 424
Case 2: Monsanto Balances the Needs and Concerns of Multiple Stakeholders......Page 426
Monsanto’s History: From Chemicals to Food......Page 427
The Seeds of Change: Monsanto’s Emphasis on Biotechnology......Page 428
Monsanto Addresses Organizational Ethics......Page 432
Corporate Responsibility at Monsanto......Page 434
The Future of Monsanto......Page 436
Sources......Page 437
Case 3: NASCAR: A Branding Success......Page 439
NASCAR’S History......Page 440
NASCAR’s Challenges......Page 441
NASCAR’s Branding Strategy......Page 444
Conclusion......Page 449
Sources......Page 450
Case 4: The Indy Racing League (IRL): Driving for First Place......Page 453
Growth and Division of Open-Wheel Racing in the United States......Page 454
The Motorsports Market......Page 455
Reunification of U.S. Open-Wheel Racing......Page 456
Moving Forward......Page 458
Sources......Page 459
Case 5: Blockbuster Fights for Survival Against Intense Competition......Page 461
Blockbuster’s History......Page 462
Changing Movie Distribution Technology......Page 464
Competition Forces Blockbuster’s Hand......Page 465
Questions for Discussion......Page 469
Sources......Page 470
Case 6: Sigma Marketing: Innovation in a Changing Environment......Page 472
The Desk Calendar: A Strategic Opportunity......Page 473
The Total Service Package......Page 477
Sigma’s Future......Page 480
Sources......Page 481
Case 7: Mattel: Overcoming Marketing and Manufacturing Challenges......Page 482
Mattel’s Core Products......Page 483
Mattel’s Global Manufacturing......Page 486
Mattel’s Social Responsibility Imperative......Page 488
Mattel Looks Toward the Future......Page 491
Sources......Page 492
Case 8: New Belgium Brewing (A): Social Responsibility as a Competitive Advantage......Page 495
History of the New Belgium Brewing Company......Page 496
New Belgium Embraces Social Responsibility......Page 498
Responsibility Breeds Success......Page 502
Questions for Discussion......Page 503
Sources......Page 504
Case 9: New Belgium Brewing (B): Developing a Brand Personality......Page 506
New Belgium’s Initial Marketing Strategy......Page 507
Developing a Brand Manifesto......Page 508
Conclusion......Page 512
Sources......Page 514
Case 10: IKEA Looks to Further Penetrate the U.S. Market......Page 516
The IKEA Concept......Page 517
The Future of IKEA’s U.S. Expansion......Page 519
Sources......Page 524
Case 11: USA Today: Innovation and Evolution in a Troubled Industry......Page 526
The History and Growth of USA Today......Page 527
USA Today—Today and Tomorrow......Page 534
Questions for Discussion......Page 540
Sources......Page 541
The Creation of Hottie Hawg’s......Page 543
The Squeeler Hits the Road......Page 546
Hottie Hawg’s Grows Through Brand Licensing......Page 548
Questions for Discussion......Page 551
Sources......Page 552
Case 13: FedEx: Building a Global Distribution Powerhouse......Page 553
The Growth of FedEx into a Global Distribution Powerhouse......Page 557
FedEx’s Current Challenges......Page 560
Looking Ahead......Page 562
Sources......Page 563
Case 14: Mistine: Direct Selling in the Thai Cosmetics Market......Page 566
Mistine’s Marketing Operations......Page 567
Questions for Discussion......Page 572
Sources......Page 573
Case 15: BP Focuses on Sustainability to Repair Its Reputation......Page 574
The 100-Year History of BP......Page 575
Questions About BP’s Ethics......Page 576
BP Repairs Its Reputation......Page 577
The BP Code of Conduct......Page 581
Conclusion......Page 582
Sources......Page 583
Marriage Markets......Page 584
Personals Industry......Page 586
eHarmony......Page 587
Competitors......Page 592
Options......Page 596
Case 17: The Home Depot, Inc.......Page 606
The Home Improvement Industry and Competitive Landscape......Page 607
Home Depot's First Decades......Page 609
The Nardelli Era......Page 610
Performance Under Nardelli......Page 615
The Road Ahead......Page 616
Molson Company......Page 627
Introduction......Page 640
The Imax Story......Page 641
Industry Dynamics......Page 647
The Larger Issues......Page 650
Context......Page 658
Best Buy......Page 659
Dual Branding in Canada......Page 661
Entering China......Page 663
Major Competitors......Page 665
Issues in June 2006......Page 667
Appendix A: Marketing Plan Worksheets......Page 676
Background on the Assignment......Page 688
Marketing Plan for the Over-the-Counter Launch of BOPREX......Page 689
Endnotes......Page 712
Brands and Companies Index......Page 740
Name Index......Page 753
Subject Index......Page 757