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Marketing Strategy: with infotrac,9780324201406
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Marketing Strategy: with infotrac

by
Edition:
3rd
ISBN13:

9780324201406

ISBN10:
0324201400
Format:
Paperback
Pub. Date:
4/6/2004
Publisher(s):
South-Western College Pub
List Price: $151.00
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Summary

Marketing Strategy is presented from a perspective that guides strategic marketing management in the social, economic, and technological arenas in which businesses function today. This text helps to develop a customer-oriented market strategy and market plan.

Author Biography

Michael D. Hartline is Associate Professor, Chair of the Marketing Department, and the Charles A. Bruning Professor of Business Administration in the College of Business at Florida State University (FSU). O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management at the University of New Mexico.

Table of Contents

CHAPTER 1: Marketing in the New Economy 1(21)
Introduction
1(1)
The Challenges and Opportunities of Marketing in the New Economy
2(1)
Basic Marketing Concepts
3(7)
What Is a Market?
5(1)
What Is Exchange?
6(1)
What Is a Product?
7(3)
Major Marketing Activities and Decisions
10(7)
Strategic Planning
10(1)
Research and Analysis
11(1)
Developing Goals and Objectives
11(1)
Developing and Maintaining Customer Relationships
12(1)
Marketing Strategy Decisions
12(1)
Market Segmentation and Target Marketing
13(1)
Product Decisions
14(1)
Pricing Decisions
14(1)
Distribution and Supply Chain Decisions
15(1)
Promotion Decisions
15(1)
Implementation and Control
16(1)
Social Responsibility and Ethics
16(1)
Taking on the Challenges of Marketing Strategy
17(2)
Lessons from Chapter 1
19(1)
Questions for Discussion
20(1)
Exercises
21(1)
CHAPTER 2: Strategic Marketing Planning 22(24)
Introduction
22(1)
The Strategic Planning Process
23(9)
Organizational Mission versus Organizational Vision
24(5)
Corporate or Business-Unit Strategy
29(1)
Functional Goals and Objectives
30(1)
Functional Strategy
30(1)
Implementation
31(1)
Evaluation and Control
31(1)
The Marketing Plan
32(8)
Marketing Plan Structure
32(5)
Using the Marketing Plan Structure
37(1)
Purposes and Significance of the Marketing Plan
38(1)
Organizational Aspects of the Marketing Plan
38(2)
Strategic Planning in the Market-Oriented Organization
40(2)
Moving Ahead
42(1)
Lessons from Chapter 2
42(2)
Questions for Discussion
44(1)
Exercises
45(1)
CHAPTER 3: Situation Analysis: Collecting and Analyzing Marketing Information 46(27)
Introduction
46(1)
Conducting a Situation Analysis
47(2)
Analysis Alone Is Not the Solution
47(1)
Data and Information Are Not the Same
48(1)
The Benefits of Analysis Must Outweigh the Costs
48(1)
Conducting a Situation Analysis Is a Challenging Exercise
48(1)
The Internal Environment
49(3)
Review of Current Objectives, Strategy, and Performance
50(1)
Availability of Resources
51(1)
Organizational Culture and Structure
51(1)
The Customer Environment
52(1)
Who Are Our Current and Potential Customers?
52(4)
What Do Customers Do with Our Products?
54(1)
Where Do Customers Purchase Our Products?
54(1)
When Do Customers Purchase Our Products?
55(1)
Why (and How) Do Customers Select Our Products?
55(1)
Why Do Potential Customers Not Purchase Our Products?
56(1)
The External Environment
56(9)
Competition
58(2)
Economic Growth and Stability
60(1)
Political Trends
61(1)
Legal and Regulatory Issues
61(1)
Technological Advancements
62(1)
Sociocultural Trends
63(2)
Collecting Environmental Data and Information
65(5)
Secondary Information Sources
65(3)
Primary Data Collection
68(2)
Overcoming Problems in Data Collection
70(1)
Lessons from Chapter 3
70(2)
Questions for Discussion
72(1)
Exercises
72(1)
CHAPTER 4: SWOT Analysis: A Framework for Developing Marketing Strategy 73(27)
Introduction
73(2)
Directives for a Productive SWOT Analysis
75(4)
Stay Focused
75(1)
Search Extensively for Competitors
76(1)
Collaborate with Other Functional Areas
76(1)
Examine Issues from the Customers' Perspective
77(1)
Look for Causes, Not Characteristics
78(1)
Separate Internal Issues from External Issues
79(1)
The Elements of SWOT Analysis
79(4)
Strengths and Weaknesses
80(2)
Opportunities and Threats
82(1)
SWOT-Driven Strategic Planning
83(8)
Analysis of the SWOT Matrix
84(2)
Leveraging Competitive Advantages
86(4)
Establishing a Strategic Focus
90(1)
Developing Marketing Goals and Objectives
91(5)
Developing Marketing Goals
92(1)
Developing Marketing Objectives
93(3)
Moving Beyond Goals and Objectives
96(1)
Lessons from Chapter 4
96(2)
Questions for Discussion
98(1)
Exercises
99(1)
CHAPTER 5: Managing Customer Relationships 100(34)
Introduction
100(1)
Understanding Consumer Buying Behavior
101(7)
The Consumer Buying Process
101(5)
Factors Affecting the Consumer Buying Process
106(2)
Understanding Business Buying Behavior
108(5)
Unique Characteristics of Business Markets
110(1)
The Business Buying Process
111(2)
Managing Customer Relationships
113(4)
Developing Relationships in Consumer Markets
114(2)
Developing Relationships in Business Markets
116(1)
Quality and Value: The Keys to Developing Customer Relationships
117(7)
Understanding the Role of Quality
117(2)
Delivering Superior Quality
119(1)
Understanding the Role of Value
120(3)
Competing on Value
123(1)
Customer Satisfaction: The Key to Retaining Customers Over the Long Term
124(4)
Satisfaction versus Quality versus Value
124(1)
Customer Satisfaction and Customer Retention
125(2)
Customer Satisfaction Metrics
127(1)
Lessons from Chapter 5
128(4)
Questions for Discussion
132(1)
Exercises
133(1)
CHAPTER 6: Market Segmentation, Target Marketing, and Positioning 134(26)
Introduction
134(1)
Market Segmentation Strategies
135(7)
Traditional Approaches to Market Segmentation
135(4)
Emerging Approaches to Market Segmentation
139(3)
Criteria for Successful Segmentation
142(1)
Bases for Segmenting Consumer Markets
142(6)
Behavioral Segmentation
143(2)
Demographic Segmentation
145(1)
Psychographic Segmentation
146(2)
Geographic Segmentation
148(1)
Bases for Segmenting Business Markets
148(1)
Target Marketing Strategies
149(2)
Differentiation and Positioning
151(5)
Differentiation Strategies
151(3)
Positioning Strategies
154(2)
Lessons from Chapter 6
156(3)
Questions for Discussion
159(1)
Exercises
159(1)
CHAPTER 7: Product Strategy 160(27)
Introduction
160(1)
Product Classification
161(5)
Consumer Product Classifications
161(2)
Business Product Classifications
163(1)
Product Lines and Product Mixes
164(2)
New Product Development
166(2)
Product Strategy throughout the Life Cycle
168(7)
Development Stage
168(2)
Introduction Stage
170(1)
Growth Stage
171(1)
Maturity Stage
172(2)
Decline Stage
174(1)
Branding Strategy
175(5)
Key Issues in Branding
176(3)
Packaging and Labeling
179(1)
Marketing Strategy for Services
180(3)
Product Issues in Services
180(1)
Pricing Services
181(1)
Promoting Service Benefits
182(1)
Distributing Services
182(1)
Lessons from Chapter 7
183(2)
Questions for Discussion
185(1)
Exercises
186(1)
CHAPTER 8: Pricing Strategy 187(27)
Introduction
187(1)
The Role of Pricing in Marketing Strategy
188(4)
The Seller's Perspective on Pricing
188(2)
The Buyer's Perspective on Pricing
190(1)
A Shift in the Balance of Power
190(1)
The Relationship Between Price and Revenue
191(1)
Major Determinants of Pricing Strategy
192(3)
Pricing Objectives
192(1)
Supply and Demand
192(1)
The Firm's Cost Structure
193(1)
Competition and Industry Structure
193(1)
Stage of the Product Life Cycle
194(1)
Other Elements of the Marketing Mix
195(1)
Price Elasticity of Demand
195(6)
Situations That Increase Price Sensitivity
196(2)
Situations That Decrease Price Sensitivity
198(1)
Price Elasticity and Yield Management
199(2)
Pricing Strategies
201(5)
Base Pricing Strategies
201(2)
Adjusting Prices in Consumer Markets
203(2)
Adjusting Prices in Business Markets
205(1)
Fixed versus Negotiated Pricing
206(2)
Legal and Ethical Issues in Pricing
208(1)
Price Discrimination
208(1)
Price Fixing
208(1)
Predatory Pricing
208(1)
Deceptive Pricing
209(1)
Lessons from Chapter 8
209(3)
Questions for Discussion
212(1)
Exercises
212(2)
CHAPTER 9: Distribution and Supply Chain Management 214(20)
Introduction
214(1)
Distribution and Supply Chain Concepts
214(4)
Marketing Channel Functions
214(3)
Channel Effectiveness and Efficiency
217(1)
Strategic Issues in Distribution and Supply Chain Management
218(3)
Marketing Channel Structure
218(2)
Channel Integration
220(1)
Creating and Enhancing Value in the Supply Chain
221(1)
Conflict and Collaboration in the Supply Chain
221(4)
The Basis of Conflict in the Supply Chain
222(1)
Collaborative Supply Chains
223(2)
Trends in Marketing Channels
225(4)
Advancing Technology
225(1)
Shifting Power in the Channel
226(1)
Outsourcing Channel Functions
226(2)
The Growth of Direct Distribution and Nonstore Retailing
228(1)
The Growth of Dual Distribution
228(1)
Legal and Ethical Issues in the Supply Chain
229(2)
Dual Distribution
229(1)
Exclusive Channel Arrangements
229(1)
Tying Arrangements
230(1)
Counterfeit Products
230(1)
Lessons from Chapter 9
231(2)
Questions for Discussion
233(1)
Exercises
233(1)
CHAPTER 10: Integrated Marketing Communications 234(23)
Introduction
234(1)
Strategic Issues in Integrated Marketing Communications
235(2)
Advertising
237(5)
Types of Advertising
238(2)
Determining the Advertising Budget
240(1)
Evaluating Advertising Effectiveness
241(1)
Public Relations
242(4)
Public Relations Methods
243(1)
Negative Public Relations
244(2)
Personal Selling and Sales Management
246(4)
The Sales Management Process
247(2)
The Impact of Technology on Personal Selling
249(1)
Sales Promotion
250(3)
Sales Promotion in Consumer Markets
251(1)
Sales Promotion in Business Markets
252(1)
Lessons from Chapter 10
253(2)
Questions for Discussion
255(1)
Exercises
256(1)
CHAPTER 11: Marketing Implementation and Control 257(35)
Introduction
257(1)
Strategic Issues in Marketing Implementation
258(7)
The Link Between Strategic Planning and Implementation
258(3)
The Elements of Marketing Implementation
261(4)
Approaches to Marketing Implementation
265(3)
Implementation By Command
265(1)
Implementation Through Change
266(1)
Implementation Through Consensus
267(1)
Implementation as Organizational Culture
267(1)
Internal Marketing and Marketing Implementation
268(4)
The Internal Marketing Approach
268(2)
The Internal Marketing Process
270(2)
Putting Internal Marketing into Action
272(1)
Evaluating and Controlling Marketing Activities
272(7)
Formal Marketing Controls
273(4)
Informal Marketing Controls
277(1)
Scheduling Marketing Activities
278(1)
Lessons from Chapter 11
279(2)
Questions for Discussion
281(1)
Exercises
281(2)
Appendix: Assessing the Financial Impact of the Marketing Plan
283(9)
Introduction
283(1)
The Financial Assessment Process
284(9)
Contribution Analysis
284(1)
Response Analysis
285(1)
Systematic Planning Models
286(6)
CHAPTER 12: Marketing Ethics and Social Responsibility 292(24)
Introduction
292(1)
The Role of Ethics and Social Responsibility in Marketing Strategy
293(5)
Dimensions of Social Responsibility
293(2)
Marketing Ethics and Strategy
295(2)
The Challenges of Being Ethical and Socially Responsible
297(1)
Deceptive Practices in Marketing
298(3)
Deceptive Communication and Promotion
299(1)
Regulating Deceptive Marketing Practices
300(1)
Organizational Determinants of Marketing Ethics and Social Responsibility
301(4)
Codes of Conduct
302(2)
Marketing Ethics and Leadership
304(1)
Ethics, Social Responsibility, and Marketing Performance
305(2)
Incorporating Ethics and Social Responsibility Into Strategic Planning
307(3)
Lessons from Chapter 12
310(2)
Questions for Discussion
312(1)
Exercises
312(4)
CASES
1. Napster 2.0: The Cat Is Back
316(14)
2. Saturn
330(9)
3. Mattel, Inc.
339(12)
4. CART: Championship Auto Racing Teams
351(7)
5. DoubleClick, Inc.
358(8)
6. The Gillette Company
366(10)
7. The Sunbeam Corporation: Coming Back from the Brink of Failure
376(10)
8. Bass Pro Shops
386(9)
9. The National D-Day Memorial and Bedford, Virginia
395(7)
10. New Belgium Brewing Company: Environmental and Social Responsibilities
402(6)
11. USA Today: The Nation's Newspaper and the World's Online News Source
408(11)
12. J. Petermans Living Two Dreams
419(7)
13. FedEx Corporation
426(7)
14. Kentucky Fried Chicken and the Global Fast-Food Industry
433(25)
15. Marketing at the Vanguard Group
458(20)
16. Singapore Airlines: Customer Service Innovation (A)
478(26)
17. Cola Wars In China: The Future Is Here
504(17)
18. McDonald's and the Hotel Industry
521(9)
19. Prosoft Systems Canada (A)
530(15)
20. Prosoft Systems Canada (B)
545(2)
APPENDIX A: Marketing Plan Worksheets 547(14)
APPENDIX B: Example Marketing Plans 561(36)
Endnotes 597(12)
Company and Brand Index 609(8)
Name Index 617(2)
Subject Index 619


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