Marketing Management: Text and Cases

by Stevens; Robert E

• ISBN13: 9780789002907
• ISBN10: 0789002906
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2004-10-14
• Publisher: Routledge

Summary

Step-by-step guidelines for successful marketing management! Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing management teach you how to market any business. Marketing Management: Text and Cases is divided into two sections to accommodate a wide variety of interests. The first section is an essential textbook that offers a complete overview of marketing management, and describes the steps necessary for successful company-to-customer interaction. Each chapter comes generously enhanced with tables and charts to clearly demonstrate the marketing process from concept to implementation. Marketing Management: Text and Cases also contains fifteen new case studies to challenge the more experienced marketing student as well as introduce the beginner to situations where the marketing process can be demonstrated. These cases provide a wide variety of managerial situations for small, medium, and large companies as well as entrepreneurial cases to expose readers to the types of analyses needed for those examples. From the creation of a new waterpark to marketing algae products, these case studies provide backgrounds, histories, trend analyses, and data to reveal the companies' situations and possible solutions. This book is useful for training courses and valuable to university faculty and students as well as business managers, CEOs, and entrepreneurs. Marketing Management: Text and Cases covers essential managerial elements of marketing, including: an overview of marketing in the new millennium, including basic definitions, global marketing, and electronic marketing customer analysis--segmentation, market grids, and market estimations competitive analysis--types of competition, gathering intelligence, and marketing audits financial analysis--assessing revenue, cost, profitability, and risk for marketing decisions marketing planning--both strategic planning and operational perspectives evaluation and control of marketing activities including sales, cost, and profit

Table of Contents

About the Authors	ix
Case Contributors	xi
Preface	xiii
Chapter 1. The Marketing Management Process	1	(26)
What Is Marketing?	1	(1)
The Marketing Concept	2	(2)
Marketing Management in the New Millennium	4	(6)
The Effective Marketing Management Process	10	(11)
The Environment of Marketing Decisions	21	(2)
Global Orientations to Marketing Decisions	23	(2)
Ethical Orientation to Marketing Decisions	25	(1)
E-Commerce and Marketing Principles	25	(1)
Summary	26	(1)
Chapter 2. Customer Analysis	27	(28)
Introduction to Market Segmentation	27	(5)
Methods of Segmenting Markets	32	(1)
Research-Based Segmentation	33	(4)
Existing Segmentation Systems	37	(5)
Managerial Judgment	42	(8)
Estimating the Potential of Market Segments	50	(4)
Summary	54	(1)
Chapter 3. Competitive Analysis	55	(32)
Purpose of Competitive Analysis	56	(1)
Importance of Understanding Competition	56	(2)
The Nature of Competition	58	(5)
Industry Analysis	63	(5)
Competitor Analysis	68	(5)
The Competitive Marketing Audit	73	(3)
Competitive Strategies and Resources	76	(2)
Exploiting the Company's Competitive Advantage	78	(3)
Gathering Competitor Intelligence	81	(3)
A Customer or Competitor Orientation?	84	(1)
Summary	85	(2)
Chapter 4. Financial Analysis for Marketing Decisions	87	(36)
Financial Assessment	87	(3)
Revenue Analysis	90	(3)
Cost Analysis	93	(12)
Profitability Analysis	105	(13)
Methods of Analyzing Risk	118	(2)
Simulation Models	120	(1)
Not-for-Profit Cost Analysis	121	(1)
Summary	122	(1)
Chapter 5. Marketing Planning: Strategic Perspectives	123	(28)
Why Strategic Management?	124	(1)
The Strategic Management Process	125	(12)
Planning Levels	137	(2)
Strategies for Existing Strategic Business Units	139	(5)
Corporate Planning and Marketing Planning	144	(2)
Strategic Planning in Global Organizations	146	(3)
Summary	149	(2)
Chapter 6. Marketing Planning:	151	(28)
Operational Perspectives
The Operating Marketing Plan Format	153	(8)
Preparing the Plan and Budget	161	(1)
Target Marketing and Marketing Strategy Development	162	(11)
Product Positioning	173	(4)
Summary	177	(2)
Chapter 7. Implementing Marketing Plans	179	(20)
Internal Marketing Implementation Issues	180	(1)
Implementation Skills	181	(1)
Integrating a Societal Marketing Orientation	182	(2)
Throughout the Organization
Total Quality Management	184	(2)
Organizing for Implementation	186	(9)
Transition from Strategy to Tactics	195	(3)
Summary	198	(1)
Chapter 8. Evaluation and Control of Marketing Activities	199	(26)
Integration of Planning and Control	200	(1)
Timing of Information Flows	201	(1)
Performance Evaluation and Control	202	(16)
The Marketing Audit	218	(6)
Summary	224	(1)
Case 1. Watercrest Park	225	(10)
Case 2. Superior Electrical Contractors: Residential Services Division	235	(8)
Case 3. Gateway Medical Waste Transport of Colorado	243	(8)
Case 4. National Foundations, Inc.	251	(10)
Case 5. Mildred's Caddy	261	(6)
Case 6. Jay's Travel Trailer Park	267	(10)
Case 7. The Box Factory, Inc.	277	(6)
Case 8. Central Bank: Automatic Teller Machines	283	(6)
Case 9. Cell Tech	289	(14)
Case 10. The Interfraternity Council	303	(8)
Case 11. Jill's House of Cakes	311	(8)
Case 12. Putting the Frosting on Cheerios	319	(10)
Case 13. Spencer's Supermarket	329	(4)
Case 14. Lakewood Players	333	(10)
Case 15. BCH TeleCommunications	343	(18)
Notes	361	(6)
Index	367