Strategic marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill
2003
|
| Ausgabe: | 7. ed., internat. ed. |
| Schriftenreihe: | McGraw-Hill/Irwin series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 843 S. |
| ISBN: | 0072466650 0071151613 |
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| 245 | 1 | 0 | |a Strategic marketing |c David W. Cravens ; Nigel F. Piercy |
| 250 | |a 7. ed., internat. ed. | ||
| 264 | 1 | |a Boston [u.a.] |b McGraw-Hill |c 2003 | |
| 300 | |a XVIII, 843 S. | ||
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| 650 | 4 | |a Marketing - Prise de décision | |
| 650 | 4 | |a Mercadotecnia - Toma de decisiones | |
| 650 | 4 | |a Marketing |x Decision making | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Marketing |x Management |v Case studies | |
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Datensatz im Suchindex
| _version_ | 1804129244896296960 |
|---|---|
| adam_text | PART ONE
Market Driven Strategy 1
1 Market Driven Strategy 3
2 Business and Marketing Strategies 21
Cases for Part One 61
PART TWO
Situation Analysis 81
3 Market Vision, Structure, and Analysis 83
4 Segmenting Markets 116
5 Continuous Learning about Markets 144
Cases for Part Two 169
PART THREE
Designing Market Driven Strategies 195
6 Market Targeting and Strategic
Positioning 197
7 Relationship Strategies 224
8 Planning for New Products 254
Cases for Part Three 287
PART FOUR
Market Focused Program
Development 307
9 Strategic Brand Management 309
10 Managing Value Chain
Relationships 341
11 Pricing Strategy 373
12 Promotion, Advertising, and Sales
Promotion Strategies 399
13 Sales Force, Internet, and Direct
Marketing Strategies 424
Cases for Part Four 449
PART FIVE
Implementing and Managing Market Driven
Strategies 471
14 Designing Market Driven
Organizations 473
15 Marketing Strategy Implementation and
Control 499
Cases for Part Five 527
PART SIX
Comprehensive Cases 549
INDEXES
Name Index 824
Subject Index 831
xi
Contents
PART ONE
Market Driven Strategy 1
Chapter 1
Market Driven Strategy 3
Market Driven Strategy 4
Characteristics of Market Driven Strategies 4
Why Pursue a Market Driven Strategy? 5
Becoming Market Oriented 5
Characteristics of Market Orientation 6
Becoming a Market Oriented Organization 8
Distinctive Capabilities 11
Identifying Distinctive Capabilities 12
Types of Capabilities 13
Value and Capabilities 14
Creating Value for Customers 14
Customer Value 15
Providing Value to Customers 15
Value Initiatives 15
Becoming Market Driven 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 Strategv? 22
Organizational Change 24
Components of Strategv 25
Business and Marketing Strategy 29
Developing the Strategic Plan for Each
Business 30
Business Strategy and Marketing Strategv 31
Strategic Marketing 31
Marketing Strategy Process 32
Strategic Situation Analysis 32
Designing Market Driven Strategies 34
Market Focused Program Development 38
Implementing and Managing Market Driven
Strategy 40
Internet Strategy 41
Major Force for Change 41
Strategy and the Internet 42
Preparing the Marketing Plan 43
Planning Relationships and Frequency 44
Planning Considerations 44
Preparing the Marketing Plan 44
Summary 47
Appendix 2A
Financial Analysis for Marketing Planning
and Control 50
Cases for Part One 61
Case 1 1 Nokia Corp. 61
Case 1 2 Polaroid Corp. 68
Case 1 3 EuroDisney 73
PART TWO
Situation Analysis 81
Chapter 3
Market Vision, Structure, and Analysis 83
Markets and Strategies 85
Strategies and Markets Are Interlinked H5
Value Migration 85
Shared Vision About the Market 86
Mapping Product Markets 86
Matching Needs with Product Benefits 87
Mapping Product Market Boundaries and
Structure V(S
Forming Product Markets 90
Illustrative Product Market Structure 92
Describing and Analyzing End Users 93
Identifying and Describing Buyers 93
How Buvers Make Choices 93
Environmental Influences 95
Bui/ding Customer Profiles 95
Analyzing Competition 96
Defining the Competitive Arena 96
Key Competitor Analysis 11)1
Anticipating Competitors Actions 103
Developing a Strategic Vision About the
Future 104
xiii
xiv Contents
Phases of Competition 105
Anticipating the Future 105
Market Size Estimation 106
Market Potential 106
Sales Forecast 106
Market Share 107
Evaluating Market Opportunity 107
Summary 108
Appendix 3A
Forecasting Guidelines 111
Chapter 4
Segmenting Markets 116
Segmentation and Market Driven Strategy 117
Market Segmentation and Value
Opportunities 117
Creating New Market Space 118
Matching Value Opportunities and
Capabilities 118
Market Targeting and Strategic Positioning 119
Selecting the Market to be Segmented 119
Market Segmentation Activities and
Decisions 120
Identifying Market Segments 120
Purpose of Segmentation Variables 120
Characteristics of People and Organizations 121
Product Use Situation Segmentation 122
Buyer s Needs and Preferences 123
Purchase Behavior 124
Forming Segments 125
Requirements for Segmentation 126
Approaches to Segment Identification 128
Customer Group Identification 128
Forming Groups Based on Response
Differences 131
Finer Segmentation Strategies 133
Logic of Finer Segments 134
Finer Segmentation Strategies 134
Selecting the Segmentation Strategy 135
Deciding How to Segment 135
Strategic Analysis of Market Segments 136
Summary 140
Chapter 5
Continuous Learning about Markets 144
Market Orientation and Organizational
Learning 145
Market Orientation 146
Learning about Markets 147
Information, Analysis, and Action 149
Marketing Research Information 151
Collecting Existing Information 151
Standardized Information Services 152
Special Research Studies 154
Information Systems 159
Management Information Systems 159
Database Systems 159
Decision Support Systems 160
Marketing Intelligence Systems and Knowledge
Management 162
Knowledge Management 162
Role of the Chief Knowledge Officer 163
Leveraging Customer Knowledge 163
Issues in Collecting and Using
Information 164
Invasion of Customer Privacy 164
Information and Ethics 165
Summary 165
Cases for Part Two 169
Case 2 1 Gatorade 169
Case 2 2 Nike Inc. 174
Case 2 3 Campbell Soup Co. 180
Case 2 4 Pfizer, Inc., Animal Health
Products (A) 184
PART THREE
Designing Market Driven Strategies 195
Chapter 6
Market Targeting and Strategic
Positioning 197
Market Targeting Strategy 198
Targeting Strategies 198
Targeting Alternatives 198
Factors Influencing Targeting Decisions 199
Targeting in Different Market
Environments 200
Emerging Markets 202
Growth Market 203
Strategies for Mature and Declining
Markets 205
Global Markets 206
Positioning Strategy 208
Selecting the Positioning Concept 211
Developing the Positioning Strategy 212
Considerations about Targeting/Supporting
Activities 213
Marketing Program Decisions 213
Determining Positioning Effectiveness 216
Customer and Competitor Research 217
Test Marketing 218
Positioning Models 218
Positioning Effectiveness 219
Positioning and Targeting Strategies 219
Determining Positioning Feasibility 220
Summary 220
Chapter 7
Relationship Strategies 224
The Rationale for Interorganizational
Relationships 226
Value Enhancing Opportunities 226
Environmental Turbulence and Diversity 227
Skill and Resource Caps 228
Examining the Potential for Collaborative
Relationships 229
Types of Organizational Relationships 231
Customer Supplier Relationships 231
Distribution Channel Relationships 232
End User Customer Relationships 234
Strategic Alliances 236
Joint Ventures 240
Internal Partnering 240
Developing Effective Relationships between
Organizations 241
Objective of the Relationship 241
Relationship Management Guidelines 243
Partnership Capabilities 245
Control and Evaluation 245
Global Relationships Among
Organizations 245
Types of Global Organizations 245
The Strategic Role of Government 246
Summary 250
Chapter 8
Planning for New Products 254
Product Planning as a Customer Driven
Process 255
Corporate and Business Strategies 255
Finding Customer Value Opportunities 256
Drivers of Successful Innovations 258
Steps in New Product Planning 259
h/ilcnls XV
Developing a Culture and Strategy for
Innovation 259
Building Effective Development Processes 260
Responsibility for New Product Planning 261
Idea Generation 263
Methods of Generating Ideas 265
Screening, Evaluation, and Business
Analysis 266
Screening 267
Concept Evaluation 267
Business Analvsis 268
Product and Process Development 271
Product Development Process 271
Collaborative Development 274
Developing Marketing Strategy and Market
Testing 274
Marketing Decisions 274
Market Testing Options 2 75
New Product Models 27H
Commercialization 279
The Marketing Plan 279
Monitoring and Control 279
Variations in the Generic New Product Planning
Process 281
Technology Push Processes 281
Platform Products 281
Process Intensive Products 281
Customized Products 282
Proactive Cannibalization 282
Summary 283
Cases for Part Three 287
Case 3 1 Samsung Electronics 287
Case 3 2 McDonald s 290
Case 3 3 Apex Chemical Company 298
Case 3 4 Dunkin Donuts 300
PART FOUR
Market Focused Program
Development 307
Chapter 9
Strategic Brand Management 309
Product Management Issues 310
New and Existing Product
Interrelationships 31(1
Responsibility for Managing Products 310
xvi Contents
Product Success Depends on Several
Factors 312
Marketing s Role in Product Strategy 312
Analyzing Product Performance 313
Tracking Product Performance 313
Product Life Cycle Analysis 314
Product Grid Analysis 315
Brand Positioning Analysis 316
Other Product Analysis Methods 316
Product Cannibalization 316
Strategies for Products/Brands 317
Strategies for Improving Product
Performance 318
Product Mix Modifications 320
Strategic Brand Management 320
The Role of Brands 321
The Value of Major Brands 322
Brand Equity 324
Brand Identification Strategy and
Implementation 325
Strategies for Brand Strength 328
Brand Leveraging Strategy 330
Global Branding 333
Internet Brands 334
Managing Brand Systems 335
Summary 336
Chapter 10
Managing Value Chain Relationships 341
Strategic Role of Distribution 342
Distribution Functions 342
Channels for Services 345
Direct Distribution by Manufacturers 345
Channel of Distribution Strategy 347
Types of Distribution Channels 347
Distribution Intensity 350
Channel Configuration 352
Selecting the Channel Strategy 353
Strategies at Different Channel Levels 355
Managing the Channel 355
Channel Leadership 356
Management Structure and Systems 356
Physical Distribution Management 356
Channel Relationships 356
Conflict Resolution 357
Channel Performance 358
Legal and Ethical Considerations 358
International Channels 359
Examining International Distribution
Patterns 359
Factors Affecting Channel Selection 361
Strategic Alliances 361
Strategic Value Chain Management 361
Supply Chain Management 361
Electronic Business Models 366
Retailer and Distributor Power 367
Flexibility and Change 368
Summary 369
Chapter 11
Pricing Strategy 373
Strategic Role of Price 374
Price in the Positioning Strategy 375
Pricing Situations 376
Uses of Price in Positioning Strategy 377
Pricing Strategy 378
Pricing Objectives 378
Analyzing the Pricing Situation 379
Customer Price Sensitivity 3 79
Cost Analysis 382
Competitor Analysis 384
Legal and Ethical Considerations 387
Selecting the Pricing Strategy 387
How Much Flexibility Exists? 388
Price Positioning and Visibility 390
Illustrative Pricing Strategies 390
Determining Specific Prices and Policies 392
Determining Specific Prices 392
Establishing Pricing Policy and Structure 393
Special Pricing Considerations 394
Summary 396
Chapter 12
Promotion, Advertising, and Sales Promotion
Strategies 399
Promotion Strategy 400
The Components of Promotion Strategy 400
Developing Promotion Strategy 402
Communications Objectives 403
Deciding on the Role of the Promotion
Components 406
Budgeting Approaches 406
Integrating the Promotion Strategy
Components 408
Advertising Strategy 409
Setting Advertising Objectives and
Budgeting 410
Creative Strategy 411
Media/Scheduling Decisions 412
Role of the Advertising Agency 413
Implementing the Advertising Strategy and
Measuring Its Effectiveness 414
Sales Promotion Strategy 416
Nature and Scope of Sales Promotion 417
Sales Promotion Activities 417
Advantages and Limitations of Sales
Promotion 420
Sales Promotion Strategy 420
Summary 421
Chapter 13
Sales Force, Internet, and Direct Marketing
Strategies 424
Developing and Implementing Sales Force
Strategy 425
The Role of Selling in Promotion
Strategy 426
Types of Sales Jobs 42 7
Defining the Selling Process 428
Sales Channels 430
Designing the Sales Organization 432
Managing the Sales Force 435
Sales Force Evaluation and Control 436
Internet Strategy 437
Strategy Development 438
Deciding Internet Objectives 438
E Commerce Strategy 439
Value Opportunities and Risks 440
Measuring Internet Effectiveness 441
The Future of the Internet 441
Direct Marketing Strategies 441
Considerations in the Use of Direct
Marketing 442
Direct Marketing Methods 443
Direct Marketing Strategy 445
Summary 445
Cases for Part Four 449
Case 4 1 Amazon.com Inc. 449
Case 4 2 Pier 1 Imports 455
Case 4 3 Virgin Group Ltd. 459
Case 4 4 Sun Microsystems Inc. 463
Contents xvil
PART FIVE
Implementing and Managing Market Driven
Strategies 471
Chapter 14
Designing Market Driven
Organizations 473
Considerations in Organization Design 474
Strategy and Organization 474
Hybrid, Process Type Structures 475
The Challenge of Integration 477
Partnering with Other Organizations 478
The Impact of the Internet on Organizational
Design Decisions 480
Organizational Design Options 481
Traditional Designs 481
Marketing s Corporate Role 484
New Forms of Marketing Organizations 485
Selecting an Organization Design 488
Organizing Concepts 489
Organizing the Sales Force 491
Global Dimensions of Organizations 492
Issues in Organizing Global Marketing
Strategies 492
Coordination and Communication 493
Summary 494
Chapter 15
Marketing Strategy Implementation and
Control 499
The Marketing Plan 500
How the Marketing Plan Guides
Implementation 500
Contents of the Marketing Plan 500
Managing the Planning Process 504
Implementing the Plan 506
Implementation Process 506
Improving Implementation 506
Internal Marketing 508
A Comprehensive Approach to Improving
Implementation 509
Internal Strategy Structure Fit 510
Developing a Market Orientation 511
Strategic Evaluation and Control 513
Customer Relationship Mangement 513
Overview of Evaluation Activities 514
The Strategic Marketing Audit 515
xviii Contents
Performance Criteria and Information
Needs 518
Selecting Performance Criteria and
Measures 518
Marketing Metrics 519
Obtain and Analyze Information 519
Performance Assessment and Action 520
Opportunities and Performance Gaps 520
Determining Normal and Abnormal
Variability 521
Deciding What Actions to Take 522
Summary 523
Cases for Part Five 527
Case 5 1 Oracle Corp. 527
Case 5 2 Ford Motor Co. 535
Case 5 3 Fuji Photo Film Co. 543
PART SIX
Comprehensive Cases 549
Case 6 1 Microsoft Corp. 551
Case 6 2 Toys R Us 560
Case 6 3 Enterprise Rent A Car 568
Case 6 4 Slendertone 580
Case 6 5 Intel Corp. 594
Case 6 6 Pfizer, Inc., Animal Health
Products (B) 605
Case 6 7 Capital 613
Case 6 8 Martha Stewart Living
Omnimedia Inc. 634
Case 6 9 Avon Products Corp. 641
Case 6 10 Konark Television India 648
Case 6 11 Murphy Brewery Ireland,
Limited 657
Case 6 12 Apple Computer Inc. 671
Case 6 13 International Business
Machines 681
Case 6 14 L Oreal Nederland B.V 689
Case 6 15 A.T.Kearney 698
Case 6 16 Camar Automotive Hoist 709
Case 6 17 Stone Lewis 718
Case 6 18 Hewlett Packard Co. 724
Case 6 19 Quaker Oats Company 733
Case 6 20 CUTCO International 748
Case 6 21 Longevity Healthcare Systems,
Inc. 763
Case 6 22 SystemSoft Corporation 777
Case 6 23 LoJack Corporation 787
Case 6 24 Powrtron Corporation 799
Case 6 25 Cima Mountaineering, Inc. 807
Name Index 824
Subject Index 831
|
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| id | DE-604.BV014359355 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:02:04Z |
| institution | BVB |
| isbn | 0072466650 0071151613 |
| language | English |
| lccn | 2002016549 |
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| record_format | marc |
| series2 | McGraw-Hill/Irwin series in marketing |
| spelling | Cravens, David W. Verfasser aut Strategic marketing David W. Cravens ; Nigel F. Piercy 7. ed., internat. ed. Boston [u.a.] McGraw-Hill 2003 XVIII, 843 S. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill/Irwin series in marketing Administración de mercadotecnia Administración de mercadotecnia - Estudio de casos Marketing - Gestion Marketing - Prise de décision Mercadotecnia - Toma de decisiones Marketing Decision making Marketing Management Marketing Management Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Piercy, Nigel 1953-2017 Sonstige (DE-588)170152138 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009841206&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cravens, David W. Strategic marketing Administración de mercadotecnia Administración de mercadotecnia - Estudio de casos Marketing - Gestion Marketing - Prise de décision Mercadotecnia - Toma de decisiones Marketing Decision making Marketing Management Marketing Management Case studies 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 ; Nigel F. Piercy |
| title_fullStr | Strategic marketing David W. Cravens ; Nigel F. Piercy |
| title_full_unstemmed | Strategic marketing David W. Cravens ; Nigel F. Piercy |
| title_short | Strategic marketing |
| title_sort | strategic marketing |
| topic | Administración de mercadotecnia Administración de mercadotecnia - Estudio de casos Marketing - Gestion Marketing - Prise de décision Mercadotecnia - Toma de decisiones Marketing Decision making Marketing Management Marketing Management Case studies Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Administración de mercadotecnia Administración de mercadotecnia - Estudio de casos Marketing - Gestion Marketing - Prise de décision Mercadotecnia - Toma de decisiones Marketing Decision making Marketing Management Marketing Management Case studies Marketing Strategisches Management Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009841206&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT cravensdavidw strategicmarketing AT piercynigel strategicmarketing |