Strategic marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago u.a.
Irwin
2000
|
| Edition: | 6. ed. |
| Series: | The Irwin series in marketing
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 752 S. |
| ISBN: | 0071169415 |
Staff View
MARC
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| 250 | |a 6. ed. | ||
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| 300 | |a XVI, 752 S. | ||
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Record in the Search Index
| _version_ | 1804127775434473472 |
|---|---|
| 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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| author | Cravens, David W. |
| author_facet | Cravens, David W. |
| author_role | aut |
| author_sort | Cravens, David W. |
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-09T18:38:42Z |
| institution | BVB |
| isbn | 0071169415 |
| language | English |
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| series2 | The Irwin series in marketing |
| 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 |
| spellingShingle | Cravens, David W. Strategic marketing Marketing Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4124261-0 (DE-588)4522595-3 |
| 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 |
| url | 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 |
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