Strategic Marketing: An Introduction

by Proctor; Tony

• ISBN13: 9780415208109
• ISBN10: 0415208106
• Format: Hardcover
• Copyright: 2000-09-08
• Publisher: Routledge

Summary

Examines the nature of competitive marketing strategy and points to the need to adopt new marketing practices in order to meet the demands of business opportunities in the twenty-first century. The subjects covered include marketing strategy; the customer in the market place; analyzing the business environment; targeting and positioning; and marketing mix strategy.

Table of Contents

List of figures	xi
List of exhibits	xiii
Preface	xv
Marketing strategy: introduction and overview	1	(20)
Introduction	1	(2)
Market drivers	3	(1)
Impact of competition	3	(3)
Strategic windows	6	(2)
Evolving markets and strategic windows	8	(1)
Opportunities and threats presented by the opening and closing of strategic windows	9	(2)
Nature of competitive strategy	11	(1)
The classic approach to the formulation of strategy	12	(2)
Process for formulating a competitive strategy	14	(1)
Strategy identification and selection	15	(1)
Strategic market management	16	(1)
Questions	17	(1)
Case studies: Mirela Fashions	17	(4)
Koji	19	(2)
Portfolio analysis	21	(20)
Introduction	21	(1)
The product life cycle	22	(2)
Product life cycle stages	24	(2)
The product/service portfolio	26	(1)
Portfolio models	26	(10)
Questions	36	(1)
Case studies: Acme (A)	36	(5)
Acme (B)	38	(3)
Analysis of the business enterprise	41	(21)
Introduction	41	(1)
Marketing competencies	42	(1)
Resource-based view of the firm	43	(1)
Value chain analysis	44	(1)
Shareholder value analysis	45	(1)
Financial performance - sales and profitability	46	(1)
Other kinds of performance measurement	46	(1)
Customer satisfaction and brand loyalty	47	(1)
Product and service quality	47	(1)
Brand or firm associations	47	(2)
Relative cost	49	(1)
Manager/employee capability and performance	49	(1)
Other performance factors	50	(1)
Determinants of strategic options	50	(1)
Creativity	51	(2)
How creative thinking may be used in marketing	53	(1)
The need to be ready for change	54	(1)
Mindset	54	(1)
Barriers to individual's creativity	55	(2)
Blocks to creative thinking in organizations	57	(1)
Elements of creative organizations	58	(1)
Questions	59	(1)
Case studies: Barrington Breweries	59	(3)
Avila Batteries	60	(2)
Industry analysis	62	(20)
Introduction	62	(1)
Industry life cycles	63	(1)
Analysis of emerging and developing industries	63	(2)
Analysis of maturing industries	65	(2)
Implications of the transition to maturity	67	(1)
Analysis of declining markets	68	(4)
Hostile markets	72	(1)
Analysis of fragmented industries	72	(3)
Strategic groups	75	(1)
SPACE analysis	75	(2)
The competitive advantage matrix	77	(1)
Questions	78	(1)
Case studies: DACO	78	(4)
Agribus	80	(2)
Market analysis	82	(20)
Introduction	82	(1)
Dimensions of market analysis	83	(1)
Actual and potential market size	84	(1)
Market growth	84	(3)
Forecasting methods	87	(5)
Longer-term forecasting	92	(2)
Market profitability analysis	94	(2)
Cost structure	96	(1)
Distribution systems	96	(1)
Key success factors - bases of competition	97	(1)
Risks in high growth markets	97	(2)
Questions	99	(1)
Case studies: Cometex	99	(3)
Ecoprods	100	(2)
Analysing competition	102	(19)
Introduction	102	(1)
Nature of competition and identification of an organization's competitors	103	(4)
Strategy typologies	107	(2)
Competition research	109	(1)
Understanding competitors' strategies	109	(1)
Identifying competitors	110	(1)
Sources of information about competitors	110	(1)
Benchmarking	111	(1)
Market signals	112	(1)
Types of market signals	112	(3)
Questions	115	(1)
Case studes: Cyproswim Ltd	116	(5)
Cartech	119	(2)
Analysing the business environment	121	(23)
Introduction	121	(1)
Changing patterns and changing strategies	122	(1)
The changing nature of social and cultural aspects of consumers	123	(4)
The influence of political, fiscal and economic policies	127	(2)
The influence of technology	129	(1)
Changes in distribution patterns	130	(1)
How firms are responding to environmental change	130	(1)
Green marketing	131	(1)
The legal environment and its influence on marketing activities	132	(1)
Ethics and code of practice	132	(1)
Pressure groups, watch-dogs and consumerism	133	(1)
Predicting environmental trends and events	134	(5)
Questions	139	(1)
Case studies: Union Assurance Company	139	(5)
The Foldaway Company	142	(2)
Analysing the customer in the market place	144	(26)
Introduction	144	(1)
Models of consumer behaviour	145	(6)
Psychological factors influencing the buying decision process	151	(2)
Social factors influencing the buying decision process	153	(3)
Postmodernism in consumer behaviour	156	(2)
Societal marketing and consumer behaviour	158	(1)
Organizational buying decisions	159	(3)
Similarities of organizational buyer behaviour with consumer behaviour	162	(1)
Role for market research	162	(1)
Nature of marketing research	163	(1)
Information sources	163	(1)
The process of research	164	(2)
Analysing information	166	(1)
Questions	166	(1)
Case studies: Choosing a holiday	167	(3)
Office Improvements	168	(2)
Sustainable competitive advantage and generic strategies	170	(18)
Introduction	170	(1)
Competitive advantage should be market led	170	(1)
Core competencies and competitive advantage	171	(3)
Strategic intent	174	(1)
Generic strategies	175	(8)
Focus strategies	183	(1)
The pre-emptive move	184	(1)
Questions	185	(1)
Case studies: Barney Malone	185	(3)
Singapore Stan	187	(1)
Segmentation, targeting and positioning	188	(24)
Introduction	188	(1)
Segmentation	189	(1)
Market segmentation research	190	(2)
Cartographying geographic segmentation	192	(1)
Segmentation, targeting and product positioning	192	(2)
Segmentation strategy	194	(1)
Segment synergies	195	(1)
Segment invasion strategy	195	(1)
Market targeting and positioning	196	(1)
Factors influencing choice of targeting strategy	197	(2)
Positioning	199	(2)
Qualitative approaches to positioning research	201	(1)
Quantitative approaches to positioning research	202	(2)
Multi-dimensional scaling and perceptual mapping	204	(6)
Questions	210	(1)
Case studies: Home Baker	210	(2)
Columbus	211	(1)
Marketing mix strategy	212	(26)
Introduction	212	(1)
The product as a complex entity	213	(1)
Product mix	214	(2)
Distribution strategy	216	(2)
Evolving channels	218	(1)
Pricing decisions	219	(2)
Other dimensions to pricing	221	(3)
Price leadership strategy	224	(1)
Price wars	225	(1)
Marketing communications	225	(3)
Advertising strategy	228	(1)
Media decisions	229	(1)
Selling	230	(2)
Sales promotion	232	(1)
Using the Internet	233	(1)
Marketing research on the Internet	234	(1)
Marketing mix and the Internet	234	(1)
Questions	235	(1)
Case studies: Eau de Nuit	235	(3)
Longevity bulbs	236	(2)
Growth strategies: product-market expansion	238	(26)
Introduction	238	(1)
Growth strategies	239	(1)
Market penetration strategy of existing markets	239	(1)
Market development strategy	240	(1)
Product development strategy	241	(2)
New product failures	243	(10)
Diversification	253	(5)
Vertical integration	258	(2)
Further developments of the Ansoff matrix	260	(1)
Questions	261	(1)
Case studies: Remote Applications	261	(3)
Business travel agents into hotels	262	(2)
Facilitating the implementation of strategies	264	(22)
Introduction	264	(1)
Strategic collaboration	265	(1)
Reasons behind collaborative strategies	266	(1)
Alliances and partnerships	266	(1)
Types of network	267	(1)
Strategic alliances as a competitive force	267	(1)
Strategic alliances: management issues	268	(1)
Customer service and relationship marketing	269	(1)
The goods and service spectrum	269	(1)
Relationship marketing	270	(1)
Building relationships with customers	271	(1)
Characteristics of a marketing relationship	272	(1)
Requirements for successful relationship marketing	272	(1)
The search for consumer focus	273	(1)
Customer service - strategy, systems and staff	273	(1)
Providing superior service	274	(1)
Evaluations	275	(1)
Measuring and monitoring customer satisfaction	275	(2)
Satisfaction gap analysis	277	(1)
Service quality measurement	277	(1)
Internal marketing	278	(3)
Questions	281	(1)
Case studies: ACI	281	(5)
Wan Mart	283	(3)
Marketing planning and implementing marketing strategy	286	(17)
Introduction	286	(1)
Corporate strategy and the corporate plan	287	(3)
The marketing plan	290	(2)
The nature and contents of a marketing plan	292	(5)
Plans are not readily implemented	297	(1)
Role of communication in getting plans adopted	297	(1)
Putting strategies into practice	298	(2)
Questions	300	(1)
Case studies: Folix	300	(3)
Maturity to decline	301	(2)
Bibliography	303	(6)
Further reading	309	(4)
Index	313