The new science of marketing: state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago [u.a.]
Irwin
1995
|
| Schriftenreihe: | Sales, marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 350 S. graph. Darst. |
| ISBN: | 1557385394 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804125430659153920 |
|---|---|
| adam_text | Table of Contents
Preface ix
1 The Role of Analysis in Strategy Formulation 1
Introduction 1
Boundaries of Strategic Marketing 3
Classification of Strategic Situations 6
Analysis and the Process of Strategic Thinking 12
Framework of the Book 17
Bibliography 19
2 Segmenting Markets: Who Are the Potential Buyers? 21
Introduction 21
Bases of Segmentation 24
Benefit Segmentation 37
Segmenting with Other Behavioral Bases 49
Selecting Target Segments 51
Bibliography 52
3 Identifying Unmet Needs: What Do the Customers Want? 55
Introduction 55
Methods for Identifying Unmet Needs 60
Problems with Existing Offerings 62
Changes in the Environment 82
Methods for Identifying Solutions 82
Other Methods 88
vi Table of Contents
The Role of Creativity 91
Conclusions 93
Bibliography 94
4 Identifying Competitors: Who Will We Compete Against? 97
Introduction 97
Identifying Competitors inside the Industry or Product
Category 100
Identifying Competitors outside the Industry or Product
Category 110
Predicting Competitors Actions 115
Conclusion 117
Bibliography 117
5 Understanding and Forecasting External Environment—I 121
Introduction 121
Situations Where Environmental Understanding Is Critical 122
Overview of Methods for Understanding
and Predicting Environmental Factors 124
Methods for Analyzing Demographic Factors 127
Methods for Analyzing Social /Cultural Factors 137
Methods for Analyzing Economic Factors 151
Methods for Analyzing Political Factors 153
Summary 156
Appendix: A Guide to Information Sources for Marketing
Strategy Analysis 157
Bibliography 161
6 Understanding and Forecasting Market Environment—II 163
Forecasting and Design of Strategies 163
X Uncertainty and the Role of Judgment 164 j
Forecasting Technology 164
Selected Formal Forecasting Methods 169
Scenario Analysis Methods 189
Table of Contents vii
Methods for Forecasting Sales of Durable Prodik t 199
Summary 204
Appendix: Descriptions, Advantages, and Disadvan uh
Selected Methods of Forecasting li )S
Bibliography ;
7 Analyzing Strengths and Weaknesses: How Will We Compete? :¦• ¦
Introduction 20vi
Skills and Resources on What Dimensions? 211
Assessing Strengths and Weaknesses in Competitive Position 221
Assessing Strengths and Weaknesses in Performance Outcomes 232
Assessing Strengths and Weaknesses with Managerial Judgment 233
Summary 238
Bibliography 239
8 Resource Allocation 243
Introduction 243
Principles of Resource Allocation 247
Methods for Allocating Resources among SBUs 249
Allocation of Resources across Multiple Brands of One Product
(SBU) 281 /
Methods for Allocating Marketing Expenditures for a Brand 283
Methods for Allocation of Resources across Geographic Markets 292
Summary 292
Bibliography 293
9 Analyses in Action: Case Examples 295
Introduction 295
Sports Apparel Industry Study 297
The Victoria Moore Activewear Line 307
Citibank Photocard Focus Group Project 310
Holdzer Catering 313
Summary 318
Appendix 320
Index 335
|
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| id | DE-604.BV010943872 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:01:26Z |
| institution | BVB |
| isbn | 1557385394 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007318920 |
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| physical | XI, 350 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Irwin |
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| series2 | Sales, marketing |
| spelling | Rao, Vithala R. Verfasser aut The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future Vithala R. Rao ; Joel H. Steckel Chicago [u.a.] Irwin 1995 XI, 350 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Sales, marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Steckel, Joel H. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007318920&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rao, Vithala R. The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future |
| title_auth | The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future |
| title_exact_search | The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future |
| title_full | The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future Vithala R. Rao ; Joel H. Steckel |
| title_fullStr | The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future Vithala R. Rao ; Joel H. Steckel |
| title_full_unstemmed | The new science of marketing state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future Vithala R. Rao ; Joel H. Steckel |
| title_short | The new science of marketing |
| title_sort | the new science of marketing state of the art tools for anticipating and tracking the market forces that will shape your company s future |
| title_sub | state-of-the-art tools for anticipating and tracking the market forces that will shape your company's future |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007318920&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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