Marketing strategy : text and cases

Cover
Contents
Preface
About The Authors
Chapter 1: Marketing In Today's Economy
	The Challenges And Opportunities Of Marketing In Today's Economy
		Power Shift To Customers
		Massive Increase In Product Selection
		Audience And Media Fragmentation
		Changing Value Propositions
		Shifting Demand Patterns
		Privacy, Security, And Ethical Concerns
		Unclear Legal Jurisdiction
	Basic Marketing Concepts
		What Is A Market
		What Is Exchange
		What Is A Product
	Major Marketing Activities And Decisions
		Strategic Planning
		Research And Analysis
		Developing Competitive Advantage
		Marketing Strategy Decisions
		Social Responsibility And Ethics
		Implementation And Control
		Developing And Maintaining Customer Relationships
	Taking On The Challenges Of Marketing Strategy
	Lessons From Chapter 1
	Notes
Chapter 2: Strategic Marketing Planning
	The Strategic Planning Process
		Organizational Mission Versus Organizational Vision
		Corporate Or Business-unit Strategy
		Functional Goals And Objectives
		Functional Strategy
		Implementation
		Evaluation And Control
	The Marketing Plan
		Marketing Plan Structure
		Using The Marketing Plan Structure
		Purposes And Significance Of The Marketing Plan
		Organizational Aspects Of The Marketing Plan
	Maintaining Customer Focus And Balance In Strategic Planning
		Customer-focused Planning
		Balanced Strategic Planning
	Lessons From Chapter 2
	Notes
Chapter 3: Collecting And Analyzing Marketing Information
	Conducting A Situation Analysis
		Analysis Alone Is Not A Solution
		Data Are Not The Same As Information
		The Benefits Of Analysis Must Outweigh The Costs
		Conducting A Situation Analysis Is A Challenging Exercise
	The Internal Environment
		Review Of Current Objectives, Strategy, And Performance
		Availability Of Resources
		Organizational Culture And Structure
	The Customer Environment
		Who Are Our Current And Potential Customers
		What Do Customers Do With Our Products
		Where Do Customers Purchase Our Products
		When Do Customers Purchase Our Products
		Why (and How) Do Customers Select Our Products
		Why Do Potential Customers Not Purchase Our Products
	The External Environment
		Competition
		Economic Growth And Stability
		Political Trends
		Legal And Regulatory Issues
		Technological Advancements
		Sociocultural Trends
	Collecting Marketing Data And Information
		Secondary Information Sources
		Primary Data Collection
		Overcoming Problems In Data Collection
	Lessons From Chapter 3
	Notes
Chapter 4: Developing Competitive Advantage And Strategic Focus
	Making Swot Analysis Productive
		Stay Focused
		Search Extensively For Competitors
		Collaborate With Other Functional Areas
		Examine Issues From The Customers’ Perspective
		Look For Causes, Not Characteristics
		Separate Internal Issues From External Issues
	Swot-driven Strategic Planning
		Strengths And Weaknesses
		Opportunities And Threats
		The Swot Matrix
	Developing And Leveraging Competitive Advantages
	Establishing A Strategic Focus
	Developing Marketing Goals And Objectives
		Lessons From Chapter 4
		Notes
		Developing Marketing Goals
		Developing Marketing Objectives
		Moving Beyond Goals And Objectives
Chapter 5: Customers, Segmentation, And Target Marketing
	Buyer Behavior In Consumer Markets
		The Consumer Buying Process
		Factors That Affect The Consumer Buying Process
	Buyer Behavior In Business Markets
		Unique Characteristics Of Business Markets
		The Business Buying Process
	Market Segmentation
		Traditional Market Segmentation Approaches
		Individualized Segmentation Approaches
		Criteria For Successful Segmentation
	Identifying Market Segments
		Segmenting Consumer Markets
		Segmenting Business Markets
	Target Marketing Strategies
	Lessons From Chapter 5
	Notes
Chapter 6: The Marketing Program
	Product Strategy
		Strategic Issues In The Product Portfolio
		The Challenges Of Service Products
		Developing New Products
	Pricing Strategy
		Key Issues In Pricing Strategy
		Pricing Service Products
		Base Pricing Strategies
		Adjusting The Base Price
	Supply Chain Strategy
		Strategic Supply Chain Issues
		Trends In Supply Chain Strategy
	Integrated Marketing Communications
		Strategic Issues In Integrated Marketing Communications
		Advertising
		Public Relations
		Personal Selling And Sales Management
		Sales Promotion
	Lessons From Chapter 6
	Notes
Chapter 7: Branding And Positioning
	Strategic Issues In Branding
		Basic Branding Decisions
		Strategic Brand Alliances
		Brand Value
		Packaging And Labeling
	Differentiation And Positioning
		Bases For Differentiation
		Positioning Strategies
	Mananging Brands Over Time
		Development Stage
		Introduction Stage
		Growth Stage
		Maturity Stage
		Decline Stage
	Lessons From Chapter 7
	Notes
Chapter 8: Ethics And Social Responsibility In Marketing Strategy
	Ethics And Social Responsibility In Marketing Strategy
		Dimensions Of Social Responsibility
		Sustainability
		Marketing Ethics And Strategy
		The Challenges Of Being Ethical And Socially Responsible
	Ethical Issues In The Marketing Program
		Product-related Ethical Issues
		Pricing-related Ethical Issues
		Supply Chain–related Ethical Issues
		Promotion-related Ethical Issues
	Managing And Controlling Ethical Issues
		Regulating Marketing Ethics
		Codes Of Conduct
		Ethical Leadership
	Relationship To Marketing And Financial Performance
		Stakeholder Orientation
		Marketing Financial Performance
	Incorporating Ethics And Social Responsibility  Into Strategic Planning
	Lessons From Chapter 8
	Notes
Chapter 9: Marketing Implementation And Control
	Strategic Issues In Marketing Implementation
		The Link Between Planning And Implementation
		The Elements Of Marketing Implementation
	Approaches To Marketing Implementation
		Implementation By Command
		Implementation Through Change
		Implementation Through Consensus
		Implementation As Organizational Culture
	Internal Marketing And Marketing Implementation
		The Internal Marketing Approach
		The Internal Marketing Process
	Evaluating And Controlling Marketing Activities
		Formal Marketing Controls
		Informal Marketing Controls
		Scheduling Marketing Activities
	Lessons From Chapter 9
	Notes
Chapter 10: Developing And Maintaining Long-term Customer  Relationships
	Managing Customer Relationships
		Developing Relationships In Consumer Markets
		Developing Relationships In Business Markets
	Quality And Value: The Keys To Developing Customer Relationships
		Understanding The Role Of Quality
		Delivering Superior Quality
		Understanding The Role Of Value
		Competing On Value
	Customer Satisfaction: The Key To Customer Retention
		Understanding Customer Expectations
		Satisfaction Versus Quality Versus Value
		Customer Satisfaction And Customer Retention
		Customer Satisfaction Measurement
	Lessons From Chapter 10
	Notes
Cases
	Case 1: Usa Today: Innovation In An Evolving Industry
	Case 2: Consumers Take A Shine To Apple, Inc
	Case 3: Monsanto Balances The Interests Of Multiple Stakeholders
	Case 4: New Belgium Brewing (A): Social Responsibility As Competitive Advantage
	Case 5: New Belgium Brewing (B): Developing A Brand Personality
	Case 6: Mattel Confronts Its Marketing Challenges
	Case 7: Mistine: Direct Selling In The Thai Cosmetics Market
	Case 8: BP Struggles To Repair Its Tarnished Reputation
	Case 9: Chevrolet: A Century Of Product Innovation
	Case 10: Wyndham Worldwide Adopts A Stakeholder Orientation Marketing  Strategy
	Case 11: Nascar: Can’t Keep A Good Brand Down
	Case 12: IndyCar: Seeking A Return To Motorsports’ Fast Lane
	Case 13: Zappos: Delivering Happiness
	Case 14: Netflix Fights To Stay Ahead Of A Rapidly Changing Market
	Case 15: Gillette: Why Innovation May Not Be Enough
	Case 16: IKEA Slowly Expands Its U.S. Market Presence
	Case 17: Uber: The Opportunities and Challenges Of Market Disruption
	Case 18: Scentsy, Inc.: A Successful Direct Selling Business Model
	Case 19: Sigma Marketing: Strategic Marketing Adaptation
	Case 20: Belle Meade Plantation: A Social Entrepreneurship Marketing Strategy
	Case 21: Coca-Cola: Integrated Marketing Communications
Index