Marketer's Toolkit : The 10 Strategies You Need to Succeed

by Harvard Business School Press

• ISBN13: 9781591397625
• ISBN10: 1591397626
• Format: Paperback
• Copyright: 2006-02-16
• Publisher: Ingram Pub Services

Summary

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

Table of Contents

Introduction	xi
Marketing Strategy	1	(18)
How It Fits with Business Strategy
What Is Strategy?	2	(2)
The Strategy Process	4	(1)
Where Marketing Fits In	5	(3)
Marketing Strategy and Product Life Cycles	8	(8)
Summing Up	16	(3)
Creating a Marketing Plan	19	(12)
An Overview
From Strategy to Plan	20	(1)
Implementing Your Plan via the Marketing Mix	21	(7)
Controlling Plan Implementation	28	(1)
Summing Up	29	(2)
Market Research	31	(20)
Listen and Learn
Formal Market Research	33	(2)
Two Formal Methods for Analyzing Buyer Preferences	35	(8)
Informal Research Methods: Close Customer Contact	43	(7)
Summing Up	50	(1)
Market Customization	51	(14)
Segmentation, Targeting, and Positioning
Segmentation	54	(4)
From Segmentation to Targeting	58	(2)
Positioning	60	(3)
Summing Up	63	(2)
Competitor Analysis	65	(12)
Understand Your Opponents
Who Are Your Competitors?	67	(2)
Characteristics for Analysis	69	(4)
Porter's Five Forces Framework	73	(2)
Summing Up	75	(2)
Branding	77	(12)
Differentiation That Customers Value
Differentiation of Commodity Products and Services	79	(2)
Approaches to Differentiation	81	(5)
Differentiation That Matters	86	(1)
Summing Up	87	(2)
The Right Customers	89	(14)
Acquisition, Retention, and Development
Customer Economics	90	(6)
Customer Retention	96	(3)
Customer Development	99	(3)
Summing Up	102	(1)
Developing New Products and Services	103	(22)
The Marketer's Role
The Two Types of New Products	105	(4)
Extending Product Lines into New Segments	109	(3)
The New-Product Process	112	(5)
The Marketer's Role	117	(3)
Your New-Product Strategy	120	(1)
Beyond New	120	(2)
Summing Up	122	(3)
Pricing It Right	125	(20)
Strategies, Applications, and Pitfalls
Cost-Plus Pricing	127	(1)
Price Skimming	128	(2)
Penetration Pricing	130	(2)
Exploiting the Experience Curve	132	(1)
Prestige Pricing	133	(1)
Bait and Hook Pricing	134	(1)
Price Promotions	135	(3)
Customer-Perceived Value: The Ultimate Arbiter of Price	138	(1)
Pricing and the Product Life Cycle	139	(3)
Summing Up	142	(3)
Integrated Marketing Communications	145	(12)
Creativity, Consistency, and Effective Resource Allocation
The Goal of Marketing Communications	147	(1)
Communication Vehicles	148	(4)
Putting It All Together	152	(1)
The Management Challenge	153	(1)
Summing Up	154	(3)
Interactive Marketing	157	(14)
New Channel, New Challenge
Growing Online Sales	158	(4)
E-mail Marketing	162	(4)
Web-Based Merchandising	166	(3)
Summing Up	169	(2)
Marketing Across Borders	171	(14)
It's a Big, Big World
Product Decisions	173	(4)
Promotion	177	(1)
Place (or Distribution)	178	(1)
Price	179	(1)
Controlling Global Marketing Decisions	180	(2)
Summing Up	182	(3)
The Future of Marketing	185	(12)
Tomorrow's Challenges
Today's Buyers Have More Information	186	(1)
Delivering on the Promise	187	(1)
Cutting Through the Clutter	188	(2)
Market Fragmentation	190	(1)
Measurement and Accountability	191	(2)
The Ethics of Marketing	193	(2)
Summing Up	195	(2)
Appendix: Useful Implementation Tools	197	(6)
Notes	203	(4)
Glossary	207	(8)
For Further Reading	215	(8)
Index	223	(6)
About the Subject Adviser	229	(1)
About the Writer	230