Marketing strategy:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Thomson South-Western
2005
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and indexes |
| Beschreibung: | XX, 628 S. Ill., graph. Darst. 26 cm |
| ISBN: | 0324201400 0324233817 |
Internformat
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| 100 | 1 | |a Ferrell, Odies C. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing strategy |c O. C. Ferrell ; Michael D. Hartline |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Mason, Ohio |b Thomson South-Western |c 2005 | |
| 300 | |a XX, 628 S. |b Ill., graph. Darst. |c 26 cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Includes bibliographical references and indexes | ||
| 650 | 4 | |a Marketing - Gestion | |
| 650 | 4 | |a Marketing - Gestion - Cas, Études de | |
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Datensatz im Suchindex
| _version_ | 1804133168699146240 |
|---|---|
| adam_text | BRTFF COfMTFNT.S
CHAPTER 1
Marketing in the New Economy 1
CHAPTER 2
Strategic Marketing Planning 22
CHAPTER 3
Situation Analysis: Collecting and Analyzing Marketing Information 46
CHAPTER 4
SWOT Analysis: A Framework for Developing Marketing Strategy 73
CHAPTER 5
Managing Customer Relationships 100
CHAPTER 6
Market Segmentation, Target Marketing, and Positioning 134 ;
CHAPTER 7
Product Strategy 160
CHAPTER 8
Pricing Strategy 187
CHAPTER 9
Distribution and Supply Chain Management 214
CHAPTER 10
Integrated Marketing Communications 234
CHAPTER 11
Marketing Implementation and Control 257
CHAPTER 12
Marketing Ethics and Social Responsibility 292
Cases 315
Appendix A: Marketing Plan Worksheets 547
Appendix B: Sample Marketing Plans 561
Endnotes 597
Company And Brand Index 609
Name Index 617
Subject Index 619
iv
CO NT F M T S
L n A 1 T t R 1 : Marketing in the New Economy 1
1 Introduction
2 The Challenges and Opportunities of Marketing
in the New Economy
3 Basic Marketing Concepts
5 What Is a Market?
6 What Is Exchange?
7 What Is a Product?
10 Major Marketing Activities and Decisions
10 Strategic Planning
11 Research and Analysis
11 Developing Goals and Objectives
12 Developing and Maintaining Customer Relationships
12 Marketing Strategy Decisions
13 Market Segmentation and Target Marketing
14 Product Decisions
14 Pricing Decisions
15 Distribution and Supply Chain Decisions
15 Promotion Decisions
16 Implementation and Control
16 Social Responsibility and Ethics
17 Taking on the Challenges of Marketing Strategy
19 Lessons from Chapter 1
20 Questions for Discussion
21 Exercises
CHAPTER 2: Strategic Marketing Planning 22
22 Introduction
23 The Strategic Planning Process
24 Organizational Mission versus Organizational Vision
29 Corporate or Business Unit Strategy
30 Functional Goals and Objectives
30 Functional Strategy
31 Implementation
31 Evaluation and Control
V
CONTENTS
32 The Marketing Plan
32 Marketing Plan Structure
37 Using the Marketing Plan Structure
38 Purposes and Significance of the Marketing Plan
38 Organizational Aspects of the Marketing Plan
40 Strategic Planning in the Market Oriented Organization
42 Moving Ahead
42 Lessons from Chapter 2
44 Questions for Discussion
45 Exercises
CHAPTER 3: Situation Analysis: Collecting and
Analyzing Marketing Information 46
46 Introduction
47 Conducting a Situation Analysis
47 Analysis Alone Is Not the Solution
48 Data and Information Are Not the Same
48 The Benefits of Analysis Must Outweigh the Costs
48 Conducting a Situation Analysis Is a Challenging Exercise
49 The Internal Environment
50 Review of Current Objectives, Strategy, and Performance
51 Availability of Resources
51 Organizational Culture and Structure
52 The Customer Environment
52 Who Are Our Current and Potential Customers?
54 What Do Customers Do with Our Products?
54 Where Do Customers Purchase Our Products?
55 When Do Customers Purchase Our Products?
55 Why (and How) Do Customers Select Our Products?
56 Why Do Potential Customers Not Purchase Our Products?
56 The External Environment
58 Competition
60 Economic Growth and Stability
61 Political Trends
61 Legal and Regulatory Issues
62 Technological Advancements
63 Sociocultural Trends
65 Collecting Environmental Data and Information
65 Secondary Information Sources
68 Primary Data Collection
70 Overcoming Problems in Data Collection
CONTENTS vii
70 Lessons from Chapter 3
72 Questions for Discussion
72 Exercises
CHAPTER 4: SWOT Analysis: A Framework for
Developing Marketing Strategy 73
73 Introduction
75 Directives for a Productive SWOT Analysis
75 Stay Focused
76 Search Extensively for Competitors
76 Collaborate with Other Functional Areas
77 Examine Issues from the Customers Perspective
78 Look for Causes, Not Characteristics
79 Separate Internal Issues from External Issues
79 The Elements of SWOT Analysis
80 Strengths and Weaknesses
82 Opportunities and Threats
83 SWOT Driven Strategic Planning
84 Analysis of the SWOT Matrix
86 Leveraging Competitive Advantages
90 Establishing a Strategic Focus
91 Developing Marketing Goals and Objectives
92 Developing Marketing Goals
93 Developing Marketing Objectives
96 Moving Beyond Goals and Objectives
96 Lessons from Chapter 4
98 Questions for Discussion
99 Exercises
CHAPTER 5: Managing Customer Relationships 100
100 Introduction
101 Understanding Consumer Buying Behavior
101 The Consumer Buying Process
106 Factors Affecting the Consumer Buying Process
108 Understanding Business Buying Behavior
110 Unique Characteristics of Business Markets
111 The Business Buying Process
ONTENTS
113 Managing Customer Relationships
114 Developing Relationships in Consumer Markets
116 Developing Relationships in Business Markets
117 Quality and Value: The Keys to Developing Customer
Relationships
117 Understanding the Role of Quality
119 Delivering Superior Quality
120 Understanding the Role of Value
123 Competing on Value
124 Customer Satisfaction: The Key to Retaining Customers Over the
Long Term
124 Satisfaction versus Quality versus Value
125 Customer Satisfaction and Customer Retention
127 Customer Satisfaction Metrics
128 Lessons from Chapter 5
132 Questions for Discussion
133 Exercises
CHAPTER 6: Market Segmentation, Target Marketing,
and Positioning 134
134 Introduction
135 Market Segmentation Strategies
135 Traditional Approaches to Market Segmentation
139 Emerging Approaches to Market Segmentation
142 Criteria for Successful Segmentation
142 Bases for Segmenting Consumer Markets
143 Behavioral Segmentation
145 Demographic Segmentation
146 Psychographic Segmentation
148 Geographic Segmentation
148 Bases for Segmenting Business Markets
149 Target Marketing Strategies
151 Differentiation and Positioning
151 Differentiation Strategies
154 Positioning Strategies
156 Lessons from Chapter 6
159 Questions for Discussion
159 Exercises
CONTENTS ix
CHAPTER 7: Product Strategy 160
160 Introduction
161 Product Classification
161 Consumer Product Classifications
163 Business Product Classifications
164 Product Lines and Product Mixes
166 New Product Development
168 Product Strategy throughout the Life Cycle
168 Development Stage
170 Introduction Stage
171 Growth Stage
172 Maturity Stage
174 Decline Stage
175 Branding Strategy
176 Key Issues in Branding
179 Packaging and Labeling
180 Marketing Strategy for Services
180 Product Issues in Services
181 Pricing Services
182 Promoting Service Benefits
182 Distributing Services
183 Lessons from Chapter 7
185 Questions for Discussion
186 Exercises
CHAPTER 8: Pricing Strategy 187
187 Introduction
188 The Role of Pricing in Marketing Strategy
188 The Seller s Perspective on Pricing
190 The Buyer s Perspective on Pricing
190 A Shift in the Balance of Power
191 The Relationship Between Price and Revenue
192 Major Determinants of Pricing Strategy
192 Pricing Objectives
192 Supply and Demand
193 The Firm s Cost Structure
193 Competition and Industry Structure
194 Stage of the Product Life Cycle
195 Other Elements of the Marketing Mix
INTENTS
195 Price Elasticity of Demand
196 Situations That Increase Price Sensitivity
198 Situations That Decrease Price Sensitivity
199 Price Elasticity and Yield Management
201 Pricing Strategies
201 Base Pricing Strategies
203 Adjusting Prices in Consumer Markets
205 Adjusting Prices in Business Markets
206 Fixed versus Negotiated Pricing
208 Legal and Ethical Issues in Pricing
208 Price Discrimination
208 Price Fixing
208 Predatory Pricing
209 Deceptive Pricing
209 Lessons from Chapter 8
212 Questions for Discussion
212 Exercises
CHAPTER 9: Distribution and Supply Chain
Management 214
214 Introduction
214 Distribution and Supply Chain Concepts
214 Marketing Channel Functions
217 Channel Effectiveness and Efficiency
218 Strategic Issues in Distribution and Supply Chain Management
218 Marketing Channel Structure
220 Channel Integration
221 Creating and Enhancing Value in the Supply Chain
221 Conflict and Collaboration in the Supply Chain
111 The Basis of Conflict in the Supply Chain
223 Collaborative Supply Chains
225 Trends in Marketing Channels
225 Advancing Technology
226 Shifting Power in the Channel
226 Outsourcing Channel Functions
228 The Growth of Direct Distribution and Nonstore Retailing
228 The Growth of Dual Distribution
229 Legal and Ethical Issues in the Supply Chain
229 Dual Distribution
229 Exclusive Channel Arrangements
CONTENTS xi
230 Tying Arrangements
230 Counterfeit Products
231 Lessons from Chapter 9
233 Questions for Discussion
233 Exercises
CHAPTER 10: Integrated Marketing
Communications 234
234 Introduction
235 Strategic Issues in Integrated Marketing Communications
237 Advertising
238 Types of Advertising
240 Determining the Advertising Budget
241 Evaluating Advertising Effectiveness
242 Public Relations
243 Public Relations Methods
244 Negative Public Relations
246 Personal Selling and Sales Management
247 The Sales Management Process
249 The Impact of Technology on Personal Selling
250 Sales Promotion
251 Sales Promotion in Consumer Markets
252 Sales Promotion in Business Markets
253 Lessons from Chapter 10
255 Questions for Discussion
256 Exercises
CHAPTER 11: Marketing Implementation
and Control 257
257 Introduction
258 Strategic Issues in Marketing Implementation
258 The Link Between Strategic Planning and Implementation
261 The Elements of Marketing Implementation
265 Approaches to Marketing Implementation
265 Implementation By Command
266 Implementation Through Change
267 Implementation Through Consensus
267 Implementation as Organizational Culture
3NTENTS
268 Internal Marketing and Marketing Implementation
268 The Internal Marketing Approach
270 The Internal Marketing Process
272 Putting Internal Marketing into Action
272 Evaluating and Controlling Marketing Activities
273 Formal Marketing Controls
277 Informal Marketing Controls
278 Scheduling Marketing Activities
279 Lessons from Chapter II
281 Questions for Discussion
281 Exercises
283 Appendix: Assessing the Financial Impact
of the Marketing Plan
283 Introduction
284 The Financial Assessment Process
284 Contribution Analysis
285 Response Analysis
286 Systematic Planning Models
CHAPTER 12: Marketing Ethics and
Social Responsibility 292
292 Introduction
293 The Role of Ethics and Social Responsibility In Marketing Strategy
293 Dimensions of Social Responsibility
295 Marketing Ethics and Strategy
297 The Challenges of Being Ethical and Socially Responsible
298 Deceptive Practices In Marketing
299 Deceptive Communication and Promotion
300 Regulating Deceptive Marketing Practices
301 Organizational Determinants of Marketing Ethics and Social
Responsibility
302 Codes of Conduct
304 Marketing Ethics and Leadership
305 Ethics, Social Responsibility, and Marketing Performance
307 Incorporating Ethics and Social Responsibility Into Strategic
Planning
310 Lessons from Chapter 12
312 Questions for Discussion
312 Exercises
CONTENTS xiii
CASES
1. Napster 2.0: The Cat Is Back 316
2. Saturn 330
3. Mattel, Inc. 339
4. CART: Championship Auto Racing Teams 351
5. DoubleClick, Inc. 358
6. The Gillette Company 366
7. The Sunbeam Corporation: Coming Back
from the Brink of Failure 376
8. Bass Pro Shops 386
9. The National D Day Memorial and Bedford, Virginia 395
10. New Belgium Brewing Company: Environmental
and Social Responsibilities 402
11. USA Today: The Nation s Newspaper
and the World s Online News Source 408
12. J. Peterman: Living Two Dreams 419
13. FedEx Corporation 426
14. Kentucky Fried Chicken and the Global Fast Food Industry 433
15. Marketing at the Vanguard Group 458
16. Singapore Airlines: Customer Service Innovation (A) 478
17. Cola Wars in China: The Future Is Here 504
18. McDonald s and the Hotel Industry 521
19. Prosoft Systems Canada (A) 530
20. Prosoft Systems Canada (B) 545
APPENDIX A: Marketing Plan Worksheets 547
APPENDIX B: Example Marketing Plans 561
Endnotes 597
Company and Brand Index 609
Name Index 617
Subject Index 619
|
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| spelling | Ferrell, Odies C. Verfasser aut Marketing strategy O. C. Ferrell ; Michael D. Hartline 3. ed. Mason, Ohio Thomson South-Western 2005 XX, 628 S. Ill., graph. Darst. 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and indexes Marketing - Gestion Marketing - Gestion - Cas, Études de aMarketing xManagement aMarketing xManagement vCase studies Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content USA (DE-588)4078704-7 g Strategisches Management (DE-588)4124261-0 s DE-604 Marketingmanagement (DE-588)4168907-0 s Marketingstrategie (DE-588)4120697-6 s 2\p DE-604 Hartline, Michael D. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013040876&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 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Ferrell, Odies C. Hartline, Michael D. Marketing strategy Marketing - Gestion Marketing - Gestion - Cas, Études de aMarketing xManagement aMarketing xManagement vCase studies Marketingstrategie (DE-588)4120697-6 gnd Strategisches Management (DE-588)4124261-0 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4124261-0 (DE-588)4168907-0 (DE-588)4078704-7 (DE-588)4522595-3 |
| title | Marketing strategy |
| title_auth | Marketing strategy |
| title_exact_search | Marketing strategy |
| title_full | Marketing strategy O. C. Ferrell ; Michael D. Hartline |
| title_fullStr | Marketing strategy O. C. Ferrell ; Michael D. Hartline |
| title_full_unstemmed | Marketing strategy O. C. Ferrell ; Michael D. Hartline |
| title_short | Marketing strategy |
| title_sort | marketing strategy |
| topic | Marketing - Gestion Marketing - Gestion - Cas, Études de aMarketing xManagement aMarketing xManagement vCase studies Marketingstrategie (DE-588)4120697-6 gnd Strategisches Management (DE-588)4124261-0 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing - Gestion Marketing - Gestion - Cas, Études de aMarketing xManagement aMarketing xManagement vCase studies Marketingstrategie Strategisches Management Marketingmanagement USA Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013040876&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT ferrellodiesc marketingstrategy AT hartlinemichaeld marketingstrategy |