Marketing in Today's Economy | p. 1 |
Introduction | p. 1 |
The Challenges and Opportunities of Marketing in Today's Economy | p. 3 |
Basic Marketing Concepts | p. 7 |
What Is a Market? | p. 8 |
What Is Exchange? | p. 9 |
What Is a Product? | p. 11 |
Major Marketing Activities and Decisions | p. 14 |
Strategic Planning | p. 14 |
Social Responsibility and Ethics | p. 15 |
Research and Analysis | p. 16 |
Developing Competitive Advantage | p. 16 |
Marketing Strategy Decisions | p. 17 |
Implementation and Control | p. 21 |
Developing and Maintaining Customer Relationships | p. 21 |
Taking on the Challenges of Marketing Strategy | p. 22 |
Lessons from Chapter 1 | p. 25 |
Questions for Discussion | p. 27 |
Exercises | p. 27 |
Strategic Marketing Planning | p. 29 |
Introduction | p. 29 |
The Strategic Planning Process | p. 30 |
Organizational Mission Versus Organizational Vision | p. 32 |
Corporate or Business-Unit Strategy | p. 36 |
Functional Goals and Objectives | p. 37 |
Functional Strategy | p. 38 |
Implementation | p. 38 |
Evaluation and Control | p. 38 |
The Marketing Plan | p. 39 |
Marketing Plan Structure | p. 40 |
Using the Marketing Plan Structure | p. 46 |
Purposes and Significance of the Marketing Plan | p. 48 |
Organizational Aspects of the Marketing Plan | p. 48 |
Maintaining Customer Focus and Balance in Strategic Planning | p. 49 |
Customer-Focused Planning | p. 49 |
Balanced Strategic Planning | p. 52 |
Lessons from Chapter 2 | p. 54 |
Questions for Discussion | p. 57 |
Exercises | p. 57 |
Marketing Ethics and Social Responsibility in Strategic Planning | p. 59 |
Introduction | p. 59 |
The Role of Ethics and Social Responsibility in Marketing Strategy | p. 61 |
Dimensions of Social Responsibility | p. 61 |
Marketing Ethics and Strategy | p. 64 |
The Challenges of Being Ethical and Socially Responsible | p. 68 |
Deceptive Practices In Marketing | p. 69 |
Deceptive Communication and Promotion | p. 70 |
Regulating Deceptive Marketing Practices | p. 71 |
Organizational Determinants of Marketing Ethics and Social Responsibility | p. 72 |
Codes of Conduct | p. 73 |
Marketing Ethics and Leadership | p. 76 |
Stakeholders, Market Orientation, and Marketing Performance | p. 76 |
Market Orientation | p. 77 |
Stakeholder Orientation | p. 77 |
Marketing Performance | p. 78 |
Incorporating Ethics and Social Responsibility into Strategic Planning | p. 79 |
Lessons from Chapter 3 | p. 80 |
Questions for Discussion | p. 84 |
Exercises | p. 84 |
Collecting and Analyzing Marketing Information | p. 85 |
Introduction | p. 85 |
Conducting a Situation Analysis | p. 86 |
Analysis Alone Is Not a Solution | p. 87 |
Data Are Not the Same as Information | p. 87 |
The Benefits of Analysis Must Outweigh the Costs | p. 88 |
Conducting a Situation Analysis Is a Challenging Exercise | p. 88 |
The Internal Environment | p. 90 |
Review of Current Objectives, Strategy, and Performance | p. 91 |
Availability of Resources | p. 91 |
Organizational Culture and Structure | p. 92 |
The Customer Environment | p. 92 |
Who Are Our Current and Potential Customers? | p. 93 |
What Do Customers Do with Our Products? | p. 93 |
Where Do Customers Purchase Our Products? | p. 95 |
When Do Customers Purchase Our Products? | p. 96 |
Why (and How) Do Customers Select Our Products? | p. 96 |
Why Do Potential Customers Not Purchase Our Products? | p. 97 |
The External Environment | p. 98 |
Competition | p. 98 |
Economic Growth and Stability | p. 102 |
Political Trends | p. 103 |
Legal and Regulatory Issues | p. 103 |
Technological Advancements | p. 104 |
Sociocultural Trends | p. 105 |
Collecting Marketing Data and Information | p. 107 |
Secondary Information Sources | p. 108 |
Primary Data Collection | p. 111 |
Overcoming Problems in Data Collection | p. 113 |
Lessons from Chapter 4 | p. 114 |
Questions for Discussion | p. 115 |
Exercises | p. 116 |
Developing Competitive Advantage and Strategic Focus | p. 117 |
Introduction | p. 117 |
Making SWOT Analysis Productive | p. 119 |
Stay Focused | p. 120 |
Search Extensively for Competitors | p. 121 |
Collaborate with Other Functional Areas | p. 122 |
Examine Issues from the Customers' Perspective | p. 122 |
Look for Causes, Not Characteristics | p. 123 |
Separate Internal Issues from External Issues | p. 125 |
SWOT-Driven Strategic Planning | p. 125 |
Strengths and Weaknesses | p. 126 |
Opportunities and Threats | p. 127 |
The SWOT Matrix | p. 128 |
Developing and Leveraging Competitive Advantages | p. 131 |
Establishing a Strategic Focus | p. 134 |
Developing Marketing Goals and Objectives | p. 137 |
Developing Marketing Goals | p. 139 |
Developing Marketing Objectives | p. 140 |
Moving Beyond Goals and Objectives | p. 143 |
Lessons from Chapter 5 | p. 144 |
Questions for Discussion | p. 146 |
Exercises | p. 147 |
Customers, Segmentation, and Target Marketing | p. 148 |
Introduction | p. 148 |
Buyer Behavior in Consumer Markets | p. 150 |
The Consumer Buying Process | p. 150 |
Factors That Affect the Consumer Buying Process | p. 156 |
Buyer Behavior in Business Markets | p. 159 |
Unique Characteristics of Business Markets | p. 160 |
The Business Buying Process | p. 161 |
Market Segmentation | p. 163 |
Traditional Market Segmentation Approaches | p. 164 |
Individualized Segmentation Approaches | p. 166 |
Criteria for Successful Segmentation | p. 168 |
Identifying Market Segments | p. 169 |
Segmenting Consumer Markets | p. 170 |
Segmenting Business Markets | p. 175 |
Target-Marketing Strategies | p. 177 |
Lessons from Chapter 6 | p. 179 |
Questions for Discussion | p. 184 |
Exercises | p. 185 |
Product Strategy | p. 186 |
Introduction | p. 186 |
The Product Portfolio | p. 188 |
The Challenges of Service Products | p. 191 |
New Product Development | p. 193 |
Branding Strategy | p. 196 |
Strategic Issues in Branding Strategy | p. 196 |
Packaging and Labeling | p. 201 |
Differentiating and Positioning the Product Offering | p. 202 |
Differentiation Strategies | p. 204 |
Positioning Strategies | p. 206 |
Managing Products and Brands Over Time | p. 208 |
Development Stage | p. 209 |
Introduction Stage | p. 210 |
Growth Stage | p. 211 |
Maturity Stage | p. 212 |
Decline Stage | p. 214 |
Lessons from Chapter 7 | p. 216 |
Questions for Discussion | p. 219 |
Exercises | p. 220 |
Pricing Strategy | p. 221 |
Introduction | p. 221 |
The Role of Pricing in Marketing Strategy | p. 223 |
The Seller's Perspective on Pricing | p. 223 |
The Buyer's Perspective on Pricing | p. 225 |
A Shift in the Balance of Power | p. 226 |
The Relationship Between Price and Revenue | p. 226 |
Key Issues in Pricing Strategy | p. 227 |
Pricing Objectives | p. 228 |
Supply and Demand | p. 228 |
The Firm's Cost Structure | p. 229 |
Competition and Industry Structure | p. 230 |
Stage of the Product Life Cycle | p. 231 |
Pricing Service Products | p. 232 |
Price Elasticity of Demand | p. 234 |
Situations That Increase Price Sensitivity | p. 235 |
Situations That Decrease Price Sensitivity | p. 236 |
Pricing Strategies | p. 238 |
Base-Pricing Strategies | p. 238 |
Adjusting Prices in Consumer Markets | p. 242 |
Adjusting Prices in Business Markets | p. 244 |
Fixed Versus Dynamic Pricing | p. 245 |
Legal and Ethical Issues in Pricing | p. 247 |
Price Discrimination | p. 247 |
Price Fixing | p. 248 |
Predatory Pricing | p. 248 |
Deceptive Pricing | p. 248 |
Lessons from Chapter 8 | p. 249 |
Questions for Discussion | p. 253 |
Exercises | p. 254 |
Distribution and Supply Chain Management | p. 255 |
Introduction | p. 255 |
Distribution and Supply Chain Concepts | p. 257 |
Marketing Channel Functions | p. 258 |
Channel Effectiveness and Efficiency | p. 260 |
Strategic Issues in Distribution and Supply Chain Management | p. 261 |
Marketing Channel Structure | p. 261 |
Channel Integration | p. 263 |
Creating and Enhancing Value in the Supply Chain | p. 264 |
Conflict and Collaboration in the Supply Chain | p. 265 |
The Basis of Conflict in the Supply Chain | p. 265 |
Collaborative Supply Chains | p. 267 |
Trends in Marketing Channels | p. 270 |
Advancing Technology | p. 270 |
Shifting Power in the Channel | p. 270 |
Outsourcing Channel Functions | p. 272 |
The Growth of Direct Distribution and Nonstore Retailing | p. 273 |
The Growth of Dual Distribution | p. 275 |
Legal and Ethical Issues in the Supply Chain | p. 275 |
Dual Distribution | p. 275 |
Exclusive Channel Arrangements | p. 276 |
Tying Arrangements | p. 276 |
Counterfeit Products | p. 277 |
Lessons from Chapter 9 | p. 277 |
Questions for Discussion | p. 280 |
Exercises | p. 281 |
Integrated Marketing Communications | p. 282 |
Introduction | p. 282 |
Strategic Issues in Integrated Marketing Communications | p. 284 |
Advertising | p. 286 |
Types of Advertising | p. 288 |
Determining the Advertising Budget | p. 291 |
Evaluating Advertising Effectiveness | p. 292 |
Public Relations | p. 294 |
Public Relations Methods | p. 295 |
Negative Public Relations | p. 296 |
Personal Selling and Sales Management | p. 298 |
The Sales Management Process | p. 299 |
The Impact of Technology on Personal Selling | p. 302 |
Sales Promotion | p. 303 |
Sales Promotion in Consumer Markets | p. 304 |
Sales Promotion in Business Markets | p. 306 |
Lessons from Chapter 10 | p. 307 |
Questions for Discussion | p. 310 |
Exercises | p. 310 |
Marketing Implementation and Control | p. 311 |
Introduction | p. 311 |
Strategic Issues in Marketing Implementation | p. 313 |
The Link Between Planning and Implementation | p. 313 |
The Elements of Marketing Implementation | p. 316 |
Approaches to Marketing Implementation | p. 320 |
Implementation by Command | p. 321 |
Implementation Through Change | p. 322 |
Implementation Through Consensus | p. 323 |
Implementation as Organizational Culture | p. 323 |
Internal Marketing and Marketing Implementation | p. 324 |
The Internal Marketing Approach | p. 326 |
The Internal Marketing Process | p. 326 |
Evaluating and Controlling Marketing Activities | p. 328 |
Formal Marketing Controls | p. 329 |
Informal Marketing Controls | p. 334 |
Scheduling Marketing Activities | p. 335 |
Lessons from Chapter 11 | p. 336 |
Questions for Discussion | p. 339 |
Exercises | p. 339 |
Developing and Maintaining Long-Term Customer Relationships | p. 341 |
Introduction | p. 341 |
Managing Customer Relationships | p. 342 |
Developing Relationships in Consumer Markets | p. 343 |
Developing Relationships in Business Markets | p. 346 |
Quality and Value: The Keys to Developing Customer Relationships | p. 348 |
Understanding the Role of Quality | p. 349 |
Delivering Superior Quality | p. 351 |
Understanding the Role of Value | p. 354 |
Competing on Value | p. 357 |
Customer Satisfaction: The Key to Customer Retention | p. 358 |
Understanding Customer Expectations | p. 358 |
Satisfaction Versus Quality Versus Value | p. 362 |
Customer Satisfaction and Customer Retention | p. 363 |
Customer Satisfaction Measurement | p. 365 |
Lessons from Chapter 12 | p. 367 |
Questions for Discussion | p. 371 |
Exercises | p. 372 |
Cases | |
Napster | p. 373 |
USA Today and the Future of Information Distribution | p. 389 |
Saturn | p. 403 |
Champ Car World Series | p. 416 |
Blockbuster | p. 427 |
Mobile ESPN | p. 435 |
Gillette | p. 444 |
Best Buy | p. 455 |
New Belgium Brewing Company (A) | p. 463 |
New Belgium Brewing Company (B) | p. 471 |
Mattel, Inc. | p. 477 |
PETCO Develops Successful Stakeholder Relationships | p. 492 |
FedEx Corporation | p. 502 |
IKEA | p. 513 |
Mistine | p. 520 |
Museum of Fine Arts Boston | p. 530 |
G.I. Joe: Marketing an Icon | p. 558 |
Strategic Inflection: TiVo in 2005 | p. 579 |
The Brand in the Hand: Mobile Marketing at adidas | p. 603 |
Santa Fe Relocation Services: Regional Brand Management | p. 624 |
Marketing Plan Worksheets | p. 639 |
Example Marketing Plan | p. 650 |
Endnotes | p. 674 |
Brands and Companies Index | p. 695 |
Name Index | p. 704 |
Subject Index | p. 706 |
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