Contemporary strategic marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2003
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 380 S. graph. Darst. |
| ISBN: | 0333981189 0333981197 |
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Datensatz im Suchindex
| _version_ | 1804129638509707264 |
|---|---|
| adam_text | Contents
List of Figures and Tables xii
About the Authors xiv
Foreword xv
Preface xvi
Acknowledgements xix
Part one
TEXT 1
1 Introduction 3
Question 1: Can this book give you a sustainable competitive advantage? 4
Question 2: Will this book give you universal principles of strategic
marketing? 4
Question 3: Will this book tell you how to plan your strategy? 6
The organisation of this book 7
References 9
2 What is Strategic Marketing? 10
Learning objectives 10
Introduction H
What is strategy? n
What is the difference between strategy and tactics? 12
What is strategic marketing? 13
What is the difference between planning and forecasting or budgeting? 15
How does strategic marketing fit with corporate strategy? 15
Summary 16
Questions for discussion 17
References *7
3 Understanding Consumer Behaviour 18
Learning objectives 18
Introduction 19
What is consumer behaviour and where does it come from? 19
flEEB Contents
The consumer behaviour process 20
Inner determinants of consumer behaviour 20
Impact of social context on consumer behaviour 25
Influence, persuasion and involvement 27
Strategic implications 29
Developments to watch 31
Summary 33
Questions for discussion 34
References 34
4 Organisational Buying Behaviour 36
Learning objectives 36
Introduction 37
Characteristics of business to business markets 37
Approaches to organisational buying behaviour 39
Buyclasses and buyphases 39
The buying centre and a general model of organisational buying 41
The interaction approach to organisational buying and selling 43
Relationships, interaction and networks 44
The relevance and application of organisational buying theory 45
Summary 47
Questions for discussion 48
References 48
5 Understanding the Competitive Environment 49
Learning objectives 49
Introduction 50
The underlying logic of the market economy 51
Useful things to know about demand functions 55
Analysing the competitive environment using Porter s five forces 58
The impact of the Internet on the competitive environment 62
The resource based view of the firm 63
Summary 65
Questions for discussion 65
References 66
6 Understanding the Macroenvironment 67
Learning objectives 67
Introduction 68
Classifying the macroenvironment 68
Key forces in the macroenvironment 71
Allocating priorities to factors in the marketing environment 81
Summary 84
Questions for discussion 84
References 85
7 Strategic Marketing Analysis 87
Learning objectives 87
Introduction 88
The marketing planning process 89
Contents 4E0H
Objectives and gap analysis 90
Cost concepts the experience effect and economies of scale 92
The SWOT analysis 94
Sales variance analysis 96
Discounted cash flow analysis 98
Value based marketing 101
Summary 103
Questions for discussion 104
References 105
8 Marketing Strategy Formulation 106
Learning objectives 106
Introduction 107
Market segmentation 107
Targeting and positioning 111
The product life cycle (PLC) 114
The Boston Consulting Group growth/share matrix 116
PIMS 119
Porter s generic competitive strategies 120
Ansoff s growth vector matrix 122
Customer portfolio analysis 123
Summary 126
Questions for discussion 126
References 127
9 Relationship Marketing Strategies 128
Learning objectives 128
Introduction 129
Long term buyer seller relationships and relationship life cycles 129
Formal relationship life cycle models 131
Relationship marketing 134
Putting relationship marketing into practice 137
Requirements for successful relationship marketing 138
Implementation through loyalty marketing 140
Sectoral variations 142
Challenges to relationship marketing 145
Summary 146
Questions for discussion 147
References *48
10 e Marketing Strategies 149
Learning objectives *49
Introduction ^0
The world of e marketing 15°
Reaching e consumers !54
B2C e marketing mix considerations 156
Business to business e marketing I58
Planning strategy in a digital age 161
Strategic challenges and issues 164
Summary 165
tP!ff% Contents
Questions for discussion 166
References 166
Sources 166
Glossary of e marketing terms 167
11 Marketing Strategy for Mass mediated Services 169
Learning objectives 169
Introduction 170
Marketing and European football clubs 170
Marketing and UK political parties 174
Implications for marketing strategy 176
Summary 183
Questions for discussion 184
References 185
12 Analysing Strategic Marketing Case Studies 187
Learning objectives 187
Introduction 188
Strategic marketing case studies 188
Learning from case studies 189
Case study analysis 190
Oral presentations 195
Written reports 198
Summary 199
References 199
Part two
CASE STUDIES 201
1 British Telecommunications pic A : The Strategic Dilemma 203
BT s origins 204
BT s early strategic development 205
The strategic position in 1992 208
Questions for discussion 209
Selected web links 209
2 British Telecommunications pic B : Tomorrow the World? 210
BT s strategy 212
Mergers and alliances 213
Corporate reorganisation 2000 2001 214
The challenge remains 215
Questions for discussion 216
Selected web links 216
References 216
Appendix: 1995 and 1996 data on comparative telecommunications
companies 217
3 Competition in the UK Ice Cream Market 218
Market size and consumer taste trends 219
Competitive activity 221
Contents JtO
Freezer exclusivity 223
Questions for discussion 225
Selected web links 225
References 225
Appendix: A note on breakeven analysis 226
4 Fulham FC: Strategic Marketing for Football Clubs 228
Looking backward 228
Moving forward 229
Spectators and the football experience 229
Supporters as consumers 230
Understanding the market for segmentation purposes 231
Revenue generation and market segmentation 235
Brand management 238
The brand: a definition for football 240
Questions for discussion 240
Selected web links 240
References 240
5 Regaining the International Market for British Beef 241
Introduction 241
BSE in Britain 242
Regulation in the European beef market 243
The UK beef export industry supply chain 244
Stakeholder mapping in the British beef export market 245
The export market for British beef 246
Questions for discussion 249
Selected web links 249
References 249
6 GlaxoSmithKline in South Africa 250
! Background 250
A brief history of GSK 251
The international trade context 255
HIV/AIDS 255
The broader argument about drug prices 256
The case of South Africa 258
Questions for discussion 259
Selected web links 259
References 260
7 Should UPS Purchase the Shuttle? 261
Nine decades on wheels 261
UPS today 262
UPS and IT 264
Strategic marketing issues and concerns 265
The future: globalisation, technology and ... speed! 268
Questions for discussion 269
References 269
Sources 269
^^P Contents |
8 News Corporation in the British Newspaper Market 271
Rupert Murdoch and the News Corporation 271
The UK newspaper market 272
News International s rivals 274
Price war among the qualities 275
News International and the predatory pricing allegations 277
The future of the British newspaper industry 278
Questions for discussion 279
Sources 279
Appendix A: A brief history of the News International portfolio of
British national newspapers 280
Appendix B: Conditions imposed by the OFT on future price reductions
of The Times 282
9 A Tale of Two Wine Brands 283
Introduction 283
The UK wine market 284
A tale of two wine brands Jacob s Creek and Blue Nun 287
Questions for discussion 289
Selected web links 289
References 289
10 BriCol Engineering Ltd 290
The global motor industry 290
BriCol Engineering Ltd 291
Questions for discussion 296
Selected web links 296
11 Crisis in the European Airline Industry 297
Competition and deregulation 297
The entrance of low cost airlines 298
Air transport demand and the World Trade Center bombing 299
Questions for discussion 300
Selected web links 300
References 300
12 Internationalising the Chartered Institute of Marketing 301
A century of incubation 301
The 21st century an opportunity to be the best? 304
Questions for discussion 304
Selected web links 304
Sources 304
13 Golden Arch Hotels 306
Food and hospitality 307
Arrival 307
Checking in 307
Your room 308
Mealtimes 308
Other amenities 309
Contents 1»
Questions for discussion 309
Sources 309
14 Marketing Australia to the World 311
The Australian international tourist industry in 2002 312
Overseeing the Australian tourism industry 314
The future for Australian tourism 315
Questions for discussion 316
Selected web links 316
References 316
15 Trouble with the CPC100 317
Introduction 317
The play 319
Questions for discussion 321
Part three
READINGS 323
Interaction, Relationships and Networks in Business Markets: An
Evolving Perspective 325
Revisiting Marketing s Lawlike Generalizations 337
Relationship Marketing: The Strategy Continuum 353
Combining Corporate and Marketing Strategy for Global
Competitiveness 358
Value based Marketing 367
Index 373
List of
and 1
Figures
3.1 A consolidated view of consumer
behaviour 20
3.2 Satisfying needs 22
3.3 Current view of our memory systems 23
3.4 Culture and consumer behaviour 25
3.5 A modern view of consumer
behaviour 29
3.6 Positioning map for eight different
restaurants 31
4.1 Organisational buying influences 41
4.2 The IMP interaction model 44
5.1 Demand function 52
5.2 Supply function 52
5.3 Demand and supply 53
5.4 A shift in demand 54
5.5 Elasticity of demand 56
5.6 The competitive environment 59
6.1 Inflation 72
6.2 Exchange rate 73
6.3 Interest rates 75
6.4 The ageing population of Europe 76
6.5 The ageing population of the UK 78
6.6 A Malthusian model 80
6.7 Environmental priorities 83
7.1 Cap analysis 90
7.2 Experience effect 92
7.3 Economies of scale 93
7.4 SWOT analysis 95
7.5 Sales variance analysis 97
7.6 Discounted cash flow analysis 99
C2»
Figures
fables
8.1 Target segment selection 111
8.2 Generic positioning map 113
8.3 Product life cycle 114
8.4 BCC growth/share matrix 116
8.5 Porter s generic competitive
strategies 120
8.6 Ansoff growth vector matrix 122
8.7 Customer portfolio analysis 123
9.1 Business loyalty 140
9.2 Profit per customer effect 142
10.1 B2C e marketing information and
communication technologies 154
10.2 Popular B2B e marketing ICTs 159
10.3 Website evaluation checklist 163
11.1 An anatomy of the football
marketing product 172
11.2 An anatomy of the political product 174
11.3 Publics of a political party 179
11.4 Publics of a football club 179
11.5 Primary use for mass media:
distribution/communication
continuum 180
11.6 The political relationship pyramid 182
11.7 The football relationship pyramid 183
12.1 A process for case study analysis 191
C3.1 Breakeven analysis 226
C4.1 Supporter profile: gender 231
C4.2 Supporter profile: age 232
C4.3 Supporter profile: socioeconomic
group 233
C4.4 Supporter profile: postcode 233
C4.5 Supporter profile: marital status 234
C4.6 Supporter attendance 234
C4.7 Critical success factors in football club
sponsorship 237
C4.8 Football branding 239
C6.1 Shared responsibilities healthcare in
the developing world 254
Tables
3.1 Typology of research models 28
4.1 Characteristics of business to business
markets 38
4.2 The buyclass framework 40
6.1 The ageing population 77
6.2 Environmental priorities 85
7.1 Sales variance analysis 98
7.2 Discounted cash flow analysis (using
10% discount rate) 101
8.1 British social grade categories (National
Readership Survey) 108
8.2 British social grade categories (national
statistics socioeconomic classification) 109
8.3 Newspaper readership profiles 109
8.4 Calculating relative market share 117
8.5 Applying the BCC growth/share matrix 127
9.1 Related terms to relationship marketing 129
9.2 Ford s (1980) relationship life cycle
model 131
9.3 Dwyer et al. s (1987) relationship
development model 132
9.4 Four types of marketing 136
9.5 Five requirements for successful
relationship marketing 138
9.6 Customer loyalty the customer volume
effect 141
9.7 Buyer preference as a basis for business
to business strategy 144
10.1 Examples of successful e marketing
websites 153
10.2 Useful sources of e consumer
psychographic data 156
11.1 The football club s marketing mix 173
11.2 The political party s marketing mix 175
11.3 Impact of brand management factors
on football clubs, political parties and
commercial mass consumer services
organisations 177
List of Figures and Tables C3D
12.1 Providing constructive feedback on a
case study presentation 197
C2.1 British Telecommunications pic key
statistics 1993 97 211
C2.2 British Telecommunications pic product
analysis 1993 97 211
C2.3 MCI Communications Corporation 217
C2.4 Cable Wireless pic 217
C3.1 UK ice cream market, volume and value
trends 1994 98 220
C3.2 Value sales of single impulse ice cream
by type 1996 and 1998 220
C3.3 Value sales of take home ice cream by
type 1993 and 1995 221
C3.4 Manufacturers shares of ice cream
1991, 1993 and 1995 221
C3.5 Key moments in the freezer exclusivity
controversy 224
C4.1 Shirt sponsorship revenue 1999 2000 235
C4.2 Sources of revenue (Premier League)
1998/1999 236
C4.3 Matching club and sponsor needs 238
C5.1 Stakeholder mapping for UK
organisations involved in British
beef export 245
C5.2 Revenue obtained from UK beef exports
by country 247
C5.3 Likely trends in world beef trade,
2000 10 248
C5.4 World per capita consumption levels 248
C6.1 Sales by therapeutic area 252
C6.2 Sales by geographic region 253
C7.1 UPS annual revenues (in billions of
US dollars) 262
C7.2 UPS s three flows of commerce 263
C7.3 Seven UPS Onlineâ„¢ tools 265
C7.4 UPS strategy statement 266
C7.5 The FedEx family 267
C8.1 UK newspaper circulation, |anuary 2001
to June 2001 273
C9.1 British consumption of alcoholic drinks 285
C14.1 Australian international tourism 312
C15.1 Model CPC100 compact office
photocopier: UK market 318
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| title | Contemporary strategic marketing |
| title_auth | Contemporary strategic marketing |
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| title_full | Contemporary strategic marketing Ross Brennan ; Paul Baines ; Paul Garneau |
| title_fullStr | Contemporary strategic marketing Ross Brennan ; Paul Baines ; Paul Garneau |
| title_full_unstemmed | Contemporary strategic marketing Ross Brennan ; Paul Baines ; Paul Garneau |
| title_short | Contemporary strategic marketing |
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