Verfügbarkeit: Strategic marketing

Strategic marketing:

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Bibliographische Detailangaben
1. Verfasser:	Cravens, David W. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chicago u.a. Irwin 2000
Ausgabe:	6. ed.
Schriftenreihe:	The Irwin series in marketing
Schlagworte:	Marketing Strategisches Management Fallstudiensammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XVI, 752 S.
ISBN:	0071169415

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents PARTI MARKET DRIVEN STRATEGY 1 CHAPTER 1 Market Driven Strategy 3 CHAPTER 2 Business and Marketing Strategies 21 CASES FOR PART I 55 PART II SITUATION ANALYSIS 71 CHAPTER 3 Market Vision, Structure, and Analysis 73 CHAPTER 4 Segmenting Markets 111 CHAPTER 5 Continuous Learning about Markets 138 CASES FOR PART II 159 PART III DESIGNING MARKET DRIVEN STRATEGIES 175 CHAPTER 6 Market Targeting and Strategic Positioning 177 CHAPTER 7 Relationship Strategies 203 CHAPTER 8 Planning for New Products 230 CASES FOR PART III 262 in Brief PART IV MARKET FOCUSED PROGRAM DEVELOPMENT 277 CHAPTER 9 Strategic Brand Management 279 CHAPTER 10 Managing Value Chain Relationships 302 CHAPTER 11 Pricing Strategy 327 CHAPTER 12 Promotion, Advertising, and Sales Promotion Strategies 353 CHAPTER 13 Sales Force and Direct Marketing Strategies 378 CASES FOR PART IV 397 PARTV IMPLEMENTING AND MANAGING MARKET DRIVEN STRATEGIES 413 CHAPTER 14 Designing Market Driven Organizations 415 CHAPTER 15 Marketing Strategy Implementation and Control 436 CASES FOR PART V 460 PART VI COMPREHENSIVE CASES 477 Com PARTI MARKET DRIVEN STRATEGY 1 CHAPTER 1 Market Driven Strategy 3 Market Driven Strategy 4 Characteristics of Market Driven Strategies 5 Implications of Market Driven Strategies 5 Market Orientation 6 Characteristics of Market Orientation 6 Becoming a Market Oriented Organization 8 Capabilities 10 Distinctive Capabilities 11 Types of Capabilities 12 Value and Capabilities 14 Creating Value for Customers 14 Customer Value 75 Providing Value to Customers 15 Value Initiatives 16 Becoming Market Driven 16 Identifying and Developing Capabilities 17 Market Sensing and Customer Linking Capabilities 17 Aligning Structure and Processes 18 Summary 18 CHAPTER 2 Business and Marketing Strategies 21 Corporate Strategy 22 What Is Corporate Strategy? 22 Organizational Change 23 Components of Strategy 24 Business and Marketing Strategy 28 Developing the Strategic Plan for Each Business 29 Business Strategy and Marketing Strategy 29 Strategic Marketing 31 Marketing Strategy Process 31 Situation Analysis 31 tents Designing Market Driven Strategies 34 Market Focused Program Development 37 Implementing and Managing Market Driven Strategy 39 Preparing the Marketing Plan 40 Planning Relationships and Frequency 40 Planning Considerations 41 Preparing the Marketing Plan 41 Summary 43 APPENDIX 2A: Financial Analysis for Marketing Planning and Control 47 CASES FOR PART I Case 1 1 Bertelsmann China 55 Case 1 2 Wal Mart 59 Case 1 3 EuroDisney 63 PART II SITUATION ANALYSIS 71 CHAPTER 3 Market Vision, Structure, and Analysis 73 Markets and Strategies 75 Strategies and Markets Are Interlinked 75 Value Migration 75 Shared Vision about the Market 76 Mapping Product Markets 76 Matching Needs with Product Benefits 76 Mapping Product Market Boundaries and Structure 77 Forming Product Markets 80 Illustrative Product Market Structure 82 Describing and Analyzing End Users 83 Identifying and Describing Buyers 84 How Buyers Make Choices 84 Environmental Influences 85 Building Customer Profiles 86 ;i xii Contents Analyzing Competition 87 Defining the Competitive Arena 87 Key Competitor Analysis 91 Anticipating Competitors Actions 95 Developing a Strategic Vision about the Future 96 Phases of Competition 97 Anticipating the Future 97 Market Size Estimation 98 Market Potential 99 Sales Forecast 99 Market Share 99 Evaluating Market Opportunity 100 Summary 101 APPENDIX 3A: Forecasting Guidelines 104 CHAPTER 4 Segmenting Markets 111 Segmentation and Market Driven Strategy 112 Market Segmentation and Value Opportunities 112 Matching Value Opportunities and Capabilities 112 Market Targeting and Strategic Positioning 113 Selecting the Market to be Segmented 114 Market Segmentation Activities and Decisions 114 Identifying Market Segments 114 Purpose of Segmentation Variables 775 Characteristics of People and Organizations 775 Product Use Situation Segmentation 778 Buyers Needs and Preferences 778 Purchase Behavior 720 Forming Segments 720 Requirements for Segmentation 727 Approaches to Segment Identification 123 Customer Group Identification 123 Forming Groups Based on Response Differences 726 Finer Segmentation Strategies 128 Logic of Finer Segments 128 Finer Segmentation Strategies 729 Selecting the Segmentation Strategy 130 Deciding How to Segment 757 Strategic Analysis of Market Segments 131 Summary 755 CHAPTER 5 Continuous Learning about Markets 138 Market Orientation and Organizational Learning 139 Market Orientation 139 Learning about Markets 740 Information, Analysis, and Action 142 Marketing Research Information 144 Collecting Existing Information 144 Standardized Information Services 747 Special Research Studies 148 Computerized Information Systems 757 Management Information Systems 752 Database Systems 153 Decision Support Systems 755 Issues in Collecting and Using Information 755 Role of the Knowledge Officer 755 Invasion of Customer Privacy 756 Information and Ethics 756 Summary 756 CASES FOR PART II Case 2 1 Iridium 759 Case 2 2 Nike 765 Case 2 3 Campbell Soup 769 PART III Designing Market Driven Strategies 175 CHAPTER 6 Market Targeting and Strategic Positioning 177 Market Targeting Strategy 7 78 Targeting Strategies 178 Targeting Alternatives 778 Factors Influencing Targeting Decisions 779 Targeting in Different Market Environments 180 Emerging Markets 182 Growth Markets 184 Strategies for Mature and Declining Markets 785 Global Markets 187 The Positioning Process 189 Selecting the Positioning Concept 790 Developing the Positioning Strategy 792 Considerations about Targeting/Supporting Activities 792 Marketing Program Decisions 193 Determining Positioning Effectiveness 796 Customer/Competitor Research 796 Test Marketing 797 Positioning Models 798 Positioning Effectiveness 198 Positioning and Targeting Strategies 799 Determining Positioning Feasibility 799 Summary 799 CHAPTER 7 Relationship Strategies 203 The Rationale for Interorganizational Relationships 204 Value Enhancing Opportunities 204 Environmental Turbulence and Diversity 205 Skill and Resource Gaps 206 Examining the Potential for Collaborative Relationships 208 Types of Organizational Relationships 270 Customer Supplier Relationships 270 Distribution Channel Relationships 277 End User Customer Relationships 273 Strategic Alliances 275 Joint Ventures 277 Internal Partnering 279 Developing Effective Relationships between Organizations 279 Objective of the Relationship 279 Relationship Management Guidelines 227 Global Relationships among Organizations 223 Types of Global Organizations 223 The Strategic Role of Government 225 Summary 226 CHAPTER 8 Planning for New Products 230 Product Planning as a Customer Satisfaction Process 231 Contents xiii Corporate and Business Strategies 231 Finding Customer Satisfaction Opportunities 232 Success Criteria 234 Steps in New Product Planning 235 Deciding Which Customer Needs to Target 236 New Product Planning Process 236 Responsibility for New Product Planning 238 Idea Generation 239 Developing an Idea Generation Program 239 Methods of Generating Ideas 241 Screening, Evaluation, and Business Analysis 243 Screening 243 Evaluation 244 Business Analysis 245 Product and Process Development 247 Product Development Process 247 Quality Function Deployment 250 Developing Marketing Strategy and Market Testing 251 Marketing Decisions 251 Market Testing Options 252 New Product Models 255 Commercialization 256 The Marketing Plan 256 Monitoring and Control 257 Variations in the Generic New Product Planning Process 257 Technology Push Processes 257 Platform Products 258 Process Intensive Products 258 Customized Products 258 Summary 258 CASES FOR PART III Case 3 1 Johnson Johnson 262 Case 3 2 McDonald s 267 Case 3 3 Apex Chemical Company 275 PART IV Market Focused Program Development 277 CHAPTER 9 Strategic Brand Management 279 jdv Contents Product Management Issues 280 Managing the Product Portfolio 280 Responsibility for Managing Products 281 Product Success Depends on Several Factors 282 The Role of Marketing in Product Strategy 282 Analyzing Product Performance 283 Tracking Product Performance 284 Product Life Cycle Analysis 285 Product Grid Analysis 286 Brand Positioning Analysis 287 Other Product Analysis Methods 287 Strategies for Products/Brands 288 Strategies for Improving Product Performance 288 Product Mix Modifications 291 Strategic Brand Management 297 Brand Equity 292 Brand Identification Strategy 293 Brand Leveraging Strategy 295 Managing Brand Systems 298 Summary 299 CHAPTER 10 Managing Value Chain Relationships 302 Strategic Role of Distribution 303 Distribution Functions 303 Channels for Services 505 Direct Distribution by Manufacturers 306 Channel of Distribution Strategy 308 Types of Distribution Channels 308 Distribution Intensity 312 Channel Configuration 314 Selecting the Channel Strategy 315 Adequacy of Existing Distribution Systems 316 Strategies at Different Channel Levels 317 Managing the Channel 317 Channel Leadership 318 Management Structure and Systems 318 Physical Distribution Management 318 Channel Relationships 319 Conflict Resolution 319 Channel Performance 320 Legal and Ethical Considerations 320 International Channels 321 Examining International Distribution Patterns 321 Factors Affecting Channel Selection 322 Strategic Alliances 322 Summary 323 CHAPTER 11 Pricing Strategy 327 Strategic Role of Price 328 Price in the Positioning Strategy 328 Pricing Situations 329 Uses of Price in Positioning Strategy 330 Pricing Strategy 331 Pricing Objectives 331 Analyzing the Pricing Situation 332 Customer Price Sensitivity 333 Cost Analysis 555 Competitor Analysis 339 Legal and Ethical Considerations 340 Selecting the Pricing Strategy 341 How Much Flexibility Exists? 342 Price Positioning and Visibility 342 Illustrative Pricing Strategies 344 Determining Specific Prices and Policies 347 Determining Specific Prices 347 Establishing Pricing Policy and Structure 548 Special Pricing Considerations 349 Summary 350 CHAPTER 12 Promotion, Advertising, and Sales Promotion Strategies 353 Promotion Strategy 354 The Components of Promotion Strategy 354 Developing Promotion Strategy 356 Communications Objectives 356 Deciding the Role of the Promotion Mix Components 359 Budgeting Approaches 360 Integrating the Promotion Strategy Components 361 Advertising Strategy 363 Setting Advertising Objectives and Budgeting 364 Creative Strategy 365 Media/Programming Strategy 366 Role of the Advertising Agency 367 Implementing the Advertising Strategy and Measuring Its Effectiveness 369 Sales Promotion Strategy 370 Nature and Scope of Sales Promotion 371 Sales Promotion Activities 372 Advantages and Limitations of Sales Promotion 375 Developing the Sales Promotion Strategy 375 Summary 375 CHAPTER 13 Sales Force and Direct Marketing Strategies 378 Developing and Implementing Sales Force Strategy 379 The Role of Selling in Promotion Strategy 379 Types of Sales Jobs 380 Defining the Selling Process 382 Sales Channels 383 Designing the Sales Organization 385 Managing the Sales Force 387 Sales Force Evaluation and Control 388 Direct Marketing Strategies 390 Considerations in the Use of Direct Marketing 390 Direct Marketing Methods 392 Direct Marketing Strategy 394 Summary 394 CASES FOR PART IV Case 4 1 Hill s Science Diet Pet Food 397 Case 4 2 Hewlett Packard Company 401 Case 4 3 Yoplait USA 406 Contents xv PARTV Implementing and Managing Market Driven Strategies 413 CHAPTER 14 Designing Market Driven Organizations 415 Considerations in Organization Design 416 Organizational Change 416 Hybrid, Process Type Structures 417 Partnering with Other Organizations 418 Organizational Design Options 419 Traditional Designs 420 New Forms of Marketing Organizations 424 Selecting an Organization Design 426 Organizing Concepts 426 Organizing the Sales Force 428 Marketing s Links to Other Functional Units 429 Global Dimensions of Organizations 429 Issues in Organizing Global Marketing Strategies 430 Coordination and Communication 430 Summary 432 CHAPTER 15 Marketing Strategy Implementation and Control 436 The Marketing Plan 437 How the Marketing Plan Guides Implementation 437 Contents of the Marketing Plan 437 Implementing the Plan 438 Implementation Process 439 Improving Implementation 439 A Comprehensive Approach to Improving Implementation 444 Internal Strategy Structure Fit 445 Developing a Market Orientation 446 Strategic Evaluation and Control 447 Overview of Evaluation Activities 448 xvi Contents The Strategic Marketing Audit 449 Performance Criteria and Information Needs 452 Selecting Performance Criteria and Measures 452 Obtaining and Analyzing Information 453 Performance Assessment and Action 454 Opportunities and Performance Gaps 454 Determining Normal and Abnormal Variability 456 Deciding What Actions to Take 457 i Summary 457 CASES FOR PART V Case 5 1 Airbus 460 Case 5 2 United States Tobacco Company 464 Case 5 3 Motorola 472 PART VI Comprehensive Cases 477 Case 6 1 Coca Cola (Japan) Company 479 « fl Case 6 2 SystemSoft Corporation 489 Case 6 3 Cima Mountaineering, Inc. 500 ¦ © Case 6 4 CUTCO International 578 Case 6 5 Highlights for Children, Inc. 547 Case 6 6 L Oreal Nederland B.V. 556 Case 6 7 Capital 567 ••© Case 6 8 Amtech Corporation 590 Case 6 9 During AG (Fottle) 603 Case 6 10 Optical Fiber Corporation 619 Case 6 11 Murphy Brewery Ireland, Limited 630 © Case 6 12 Golden Valley Microwave Foods, Inc. 646 Case 6 13 The Bacova Guild, Ltd. (A) 654 Case 6 14 Powrtron Corporation 677 Case 6 15 Wind Technology 680 ¦ 6 Case 6 16 Dunkin Donuts 687 Case 6 17 Stone Lewis 693 Case 6 18 Konark Television India 702 Case 6 19 Wentworth Industrial Cleaning Supplies 772 »»© Case 6 20 LoJack Corporation 727 NAME INDEX 741 i SUBJECT INDEX 745
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spelling	Cravens, David W. Verfasser aut Strategic marketing David W. Cravens 6. ed. Chicago u.a. Irwin 2000 XVI, 752 S. txt rdacontent n rdamedia nc rdacarrier The Irwin series in marketing Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008909910&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
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title	Strategic marketing
title_auth	Strategic marketing
title_exact_search	Strategic marketing
title_full	Strategic marketing David W. Cravens
title_fullStr	Strategic marketing David W. Cravens
title_full_unstemmed	Strategic marketing David W. Cravens
title_short	Strategic marketing
title_sort	strategic marketing
topic	Marketing Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd
topic_facet	Marketing Strategisches Management Fallstudiensammlung
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