Market-based management: strategies for growing customer value and profitability
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J.
Prentice Hall
2004
|
| Edition: | 3. ed., internat. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XXV,401 S. Ill., graph. Darst. |
| ISBN: | 013008218X |
Staff View
MARC
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| 100 | 1 | |a Best, Roger J. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Market-based management |b strategies for growing customer value and profitability |c Roger J. Best |
| 250 | |a 3. ed., internat. ed. | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Prentice Hall |c 2004 | |
| 300 | |a XXV,401 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
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| 650 | 4 | |a Marketing |x Management | |
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Record in the Search Index
| _version_ | 1804129774187053056 |
|---|---|
| adam_text | Brief Table of Contents
Preface xxi
Acknowledgments xxv
PART I MARKET ORIENTATION 3
Chapter 1 Market Orientation and Performance 5
Chapter 2 Market Based Performance 30
PART II MARKET ANALYSIS 55
Chapter 3 Market Potential, Demand, and Market Share 57
Chapter 4 Customer Analysis and Value Creation 82
Chapter 5 Market Segmentation and Segmentation
Strategies 112
Chapter 6 Competitor Analysis and Sources of Advantage 138
PART III MARKETING MIX STRATEGIES 165
Chapter 7 Product Positioning and Brand Strategies 167
Chapter 8 Market Based Pricing and Pricing Strategies 195
Chapter 9 Marketing Channels and E Marketing 222
Chapter 10 Marketing Communications and Customer
Response 246
PART IV STRATEGIC MARKETING 269
Chapter 11 Strategic Market Planning 271
Chapter 12 Offensive Marketing Strategies 290
Chapter 13 Defensive Marketing Strategies 306
PART V MARKETING PLANS AND PERFORMANCE 327
Chapter 14 Building a Marketing Plan 329
Chapter 15 Performance Metrics and Strategy
Implementation 353
Chapter 16 Profit Impact of Market Based Management 368
Glossary 387
Photo Credits 393
Index 395
vii
X CONTENTS
CHAPTER 2 Market Based Performance 30
Market versus Financial Performance 30
A Market Based Strategy 32
Market Based Performance 32
Market Based Performance Metrics 33
Internal versus External Performance Metrics 33
In Process versus End Result Performance Metrics 34
Marketing Profitability 35
Measuring Marketing Profitability 35
Net Marketing Contribution 37
Net Marketing Contribution and Business Unit Profitability 39
Market Based Marketing Profitability 40
Market Based Strategies and Profitable Growth 41
Strategies to Grow Market Demand 42
Strategies to Increase Market Share 43
Strategies to Increase Revenue per Customer 43
Strategies to Lower Variable Cost 44
Strategies to Increase Market Efficiency 44
Marketing Productivity 45
Market Orientation 46
Customer Orientation 47
Competitor Orientation 47
Team Approach 48
Summary 49
Application Problem: Dell Computer 50
Market Based Logic and Strategic Thinking 50
Notes 51
PART II MARKET ANALYSIS 55
CHAPTER 3 Market Potential, Demand,
and Market Share 57
Market Definition 57
Market Vision 58
Strategic Market Definition 59
Vertical Versus Horizontal Market Opportunities 59
Served Market Definition 60
Market Potential 61
Untapped Market Opportunities 61
Market Development Index 64
Market Potential and Market Growth 64
Rate of Market Development 65
Accelerating Market Growth 66
CONTENTS XI
Market Demand 68
Product Life Cycle 70
Market Share and Share Potential 72
Share Development Tree 73
Market Share Index 76
Share Potential and Market Share Management 76
Market Share Potential 77
Share Development Index 77
Summary 78
Market Based Logic and Strategic Thinking 79
Application Problem: Personal Computer Industry 80
Notes 81
CHAPTER 4 Customer Analysis and Value Creation 82
Discovering Customer Benefits 82
A Day in the Life of a Customer 82
Empathic Design Process 83
Lead User Solutions 85
Staple Yourself to an Order 86
Customer Benefits and Customer Value 87
Economic Benefits and Value Creation 88
Low Price 88
Acquisition Costs 89
Usage Costs 89
Maintenance Costs 90
Ownership Costs 91
Disposal Costs 91
Price Performance and Value Creation 91
Relative Performance 91
Relative Price 92
Customer Value 93
Value Map 94
Perceived Benefits and Value Creation 95
Product Benefits 95
Service Benefits 96
Company or Brand Benefits 97
Overall Customer Benefits 97
Perceived Cost of Purchase 98
Perceived Customer Value 98
Emotional Benefits and Value Creation 99
Emotional Benefits and Psychological Value 99
Brand Personality and Value Creation 100
Transaction Value 101
Space Value 101
Xii CONTENTS
Transaction Value 102
Value Creation Across the Supply Chain 103
Identifying Value Drivers 104
Summary 107
Market Based Logic and Strategic Thinking 108
Application Problem: Advan Tech Software 109
Notes 110
Appendix 4.1—Trade Off Analysis Computations 111
CHAPTER 5 Market Segmentation and Segmentation
Strategies 112
Customer Needs 113
Forces That Shape Consumer Market Needs 113
Forces That Shape Business Market Needs 114
Needs Based Market Segmentation 116
The Demographic Trap 116
Needs Based Market Segments 117
Segment Identification 118
Segment Attractiveness 119
Segment Profitability 120
Segment Positioning 121
Segment Strategy Acid Test 123
Segment Marketing Mix Strategy 123
Segmentation Strategies 124
Mass Market Strategy 124
Large Segment Strategy 125
Adjacent Segment Strategies 125
Multisegment Strategies 126
Small Segment Strategy 128
Niche Segment Strategies 129
Mass Customization 129
Customer Relationship Management 131
Building a Customer Relationship Management Program 131
Summary 133
Market Based Logic and Strategic Thinking 133
Application Problem: US Fiber Siding 134
Notes 137
CHAPTER 6 Competitor Analysis and Sources of
Advantage 138
Competition and Competitive Position 138
Industry Analysis 140
Barriers to Entry 140
contents xiii
Barriers to Exit 141
Customer Buying Power 141
Supplier Selling Power 142
Product Substitutes 142
Competitive Rivalry 142
Prisoner s Dilemma 143
Competitive Position 143
Benchmark Competitors 144
Competitor Analysis 144
Competitor Intelligence 146
A Sample Competitor Analysis 147
Competitive Benchmarking 148
Sources of Competitive Advantage 149
Cost Advantage 150
Variable Cost Advantage 150
Marketing Cost Advantage 152
Operating Cost Advantage 153
Differentiation Advantage 154
Product Advantage 154
Service Advantage 154
Reputation Advantage 155
Marketing Advantage 156
Channel Advantage 156
Sales Force Advantage 156
Brand Awareness 157
Summary 157
Application Problem: New Vector 158
Market Based Logic and Strategic Thinking 161
Notes 161
PART HI MARKETING MIX STRATEGIES 165
CHAPTER 7 Product Positioning and Brand Strategies 167
Product Positioning 168
Product Positioning and Market Share 169
Product Positioning Strategies 170
Product Positioning and Differentiation 171
Product Differentiation 172
Service Differentiation 174
Brand Differentiation 174
Low Cost of Purchase 175
Low Price Position 175
Lower Transaction Costs 176
1
XVi CONTENTS
Message Frequency and Customer Awareness 250
Ad Copy and Customer Response 253
Message Reinforcement 253
Message Reinforcement and Pulsing 253
Heavy Up Message Frequency 254
Stimulating Customer Action 255
Push versus Pull Communications Strategies 255
Pull Communications and Customer Response 256
Advertising Elasticity 257
Advertising Carryover Effects 257
Direct Marketing Promotions 258
Promotional Price Elasticity 259
Push Communications and Customer Response 260
Trade Promotions and Customer Response 260
Forward Buying and Customer Response 261
Market Infrastructure and Push Communications 262
Summary 263
Application Problem: Gardenburger 264
Market Based Logic and Strategic Thinking 265
Notes 266
PART IV STRATEGIC MARKETING 269
CHAPTER 11 Strategic Market Planning 271
Product Market Diversification 272
Strategic Market Planning Process 273
Business Performance 274
Market Attractiveness 275
Competitive Advantage 277
Portfolio Analysis and Strategic Market Plans 278
Offensive Strategic Market Plans and Performance Impact 279
Defensive Strategic Market Plans and Performance Impact 280
Tactical Marketing Strategy and Performance Plan 282
Tactical Marketing Strategy 282
Performance Plan 282
Summary 285
Application Problem: Small Biz Solutions 286
Market Based Logic and Strategic Thinking 288
Notes 289
CONTENTS XVii
CHAPTER 12 Offensive Strategic Market Plans 290
Offensive Strategic Market Plans 291
Market Penetration Strategies 292
Strategies to Grow Market Share 292
Strategies to Grow Customer Purchase 295
Strategies to Enter New Customer Segments 295
Strategies to Grow Market Demand 296
New Market Entry Strategies 297
Related New Market Entry Strategies 298
Diversified New Market Entry Growth Strategies 298
Strategies to Enter New Emerging Markets 299
Strategies to Develop New Market Potential 300
Evaluating Offensive Strategic Market Plans 301
Summary 301
Application Problem: Blockbuster 302
Market Based Logic and Strategic Thinking 303
Notes 304
CHAPTER 13 Defensive Strategic Market Plans 306
Defensive Strategic Market Plans 307
Protect Market Strategies 308
Protect Market Share 308
Protecting Share in Growth Markets 309
Protecting a High Share Position 310
Protecting a Follower Share Position 311
Protecting a Niche Share Position 313
Building Customer Retention 314
Reduced Market Focus 315
Exit Market Strategies 316
Harvest Price Strategy 316
Harvest Resource Strategy 318
Divest Market Strategies 319
Selecting a Defensive Strategic Market Plan 320
Summary 321
Application Problem: Amazon.com 322
Market Based Logic and Strategic Thinking 323
Notes 324
PART V MARKET PLANS AND PERFORMANCE 327
CHAPTER 14 Building a Marketing Plan 329
Creativity versus Structure 330
xviii contents
Benefits of Building a Marketing Plan 330
Identifying Opportunities 331
Leveraging Core Capabilities 331
Focused Marketing Strategy 331
Resource Allocation 331
Performance Roadmap 332
Building A Marketing Plan: Process and Logic 332
Step I: Situation Analysis 332
Step II: SWOT Analysis and Key Performance Issues 335
Step III: Strategic Market Plan 336
Step IV: Marketing Mix Strategy 337
Step V: Marketing Budget 338
Step VI: Performance Timeline 340
Step VII: Performance Evaluation 340
Sample Marketing Plan 341
Step I: Situation Analysis 342
Step II: SWOT Analysis 342
Step III: Strategic Market Plan 343
Step TV: Marketing Mix Strategy 343
Step V: Marketing Budget 344
Step VI: Performance Timeline 344
Step VII: Performance Evaluation 344
Summary 345
Market Based Logic and Strategic Thinking 345
Application Problem: Stericycle, Inc. 346
Notes 347
Stericycle Marketing Plan 348
CHAPTER 15 Performance Metrics and Strategy
Implementation 353
Market Performance Metrics 354
Process versus End Result Market Metrics 356
Process Market Metrics 356
End Result Market Metrics 357
Successful Strategy Implementation 359
Owning the Marketing Plan 359
Supporting the Marketing Plan 361
Adapting the Marketing Plan 362
Assessing Marketing Plan Implementation 364
Summary 365
Application Problem: Stericycle, Inc. 366
Market Based Logic and Strategic Thinking 366
Notes 367
CONTENTS Xix
CHAPTER 16 Profit Impact of Market Based
Management 368
Customer Satisfaction and Profitability 369
How Marketing Strategies Affect Profitability 371
Customer Volume 372
Margin per Customer 373
Total Contribution 374
Net Marketing Contribution 374
Net Profit (before Taxes) 374
How Marketing Strategies Affect Assets 375
Investment in Accounts Receivable 375
Investment in Inventory 376
Investment in Fixed Assets 377
Return Measures of Profitability 377
Measures of Shareholder Value 380
Market Based Management 383
Summary 384
Application Problem: Stericycle, Inc. 385
Market Based Logic and Strategic Thinking 386
Notes 386
Glossary 387
Photo Credits 393
Index 395
|
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| discipline | Wirtschaftswissenschaften |
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| language | English |
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| spelling | Best, Roger J. Verfasser aut Market-based management strategies for growing customer value and profitability Roger J. Best 3. ed., internat. ed. Upper Saddle River, N.J. Prentice Hall 2004 XXV,401 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010164401&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Best, Roger J. Market-based management strategies for growing customer value and profitability Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Market-based management strategies for growing customer value and profitability |
| title_auth | Market-based management strategies for growing customer value and profitability |
| title_exact_search | Market-based management strategies for growing customer value and profitability |
| title_full | Market-based management strategies for growing customer value and profitability Roger J. Best |
| title_fullStr | Market-based management strategies for growing customer value and profitability Roger J. Best |
| title_full_unstemmed | Market-based management strategies for growing customer value and profitability Roger J. Best |
| title_short | Market-based management |
| title_sort | market based management strategies for growing customer value and profitability |
| title_sub | strategies for growing customer value and profitability |
| topic | Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement |
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