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Bibliographic Details
Main Authors:	Lehmann, Donald R. (Author), Winer, Russell S. (Author)
Format:	Book
Language:	English
Published:	Boston, Mass. [u.a.] McGraw-Hill 2005
Edition:	4. ed., internat. ed.
Series:	McGraw-Hill/Irwin series in marketing
Subjects:	Product management Marketing Produktmanagement Produktpolitik
Online Access:	http://www.loc.gov/catdir/description/mh051/2004053060.html Inhaltsverzeichnis
Item Description:	Includes bibliographical references and indexes
Physical Description:	XVI, 494 S. Ill., graph. Darst. 24 cm
ISBN:	0071238328

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MARC


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adam_text	Contents Preface About the Authors Chapter Introduction to Product Management Overview Marketing Organization Product-Focused Organizations Market-Focused Organizations Functionally Focused Organizations The Role of the Sales Force Marketing Organization Implications of Global Marketing Product Management: Fact versus Fiction Backgrounds Critical Skills The Marketing Plan Variance across Industry/Company Size Changes Affecting Product Management Changes in Marketing Organizations Overview of the Book Marketingplanning Marketing Strategy Marketing Program Decisions Summary References Appendix Sample Responses from Product Managers Chapter Marketing Planning 26 Overview Definition and Objectives of Plans Frequent Mistakes in the Planning Process 26 What Makes a Good Planning System: Some Empirical Results Is Planning Worthwhile? The Planning Process Approaches to Planning Steps in the Planning Process Components of the Marketing Plan The Executive Summary Situation Analysis Marketing Objectives/Strategy Supporting Marketing Programs The Rest of the Plan Example Two Case Studies Energy Bars (ca. Personal Digital Assistants (ca. Summary References Appendix Marketing Plan Outline Chapter Defining the Competitive Set Overview Levels of Market Competition Definitions Overlapping Market Segments The Impact of Metamediaries Product Strategy Implications Illustrations Methods for Determining Competitors Managerial Judgment Customer-Based Measures Summary Competitor Selection Enterprise Competition Summary References vii víü Chapter Category Attractiveness Analysis Overview Aggregate Market Factors Category Size Market Growth Product Life Cycle Sales Cyclicity Seasonality Profits Category Factors Threat of New Entrants Bargaining Power of Buyers Bargaining Power of Suppliers Category Rivalry Pressure from Substitutes Capacity Environmental Analysis Technological Factors Political Factors Economic Factors Regulatory Factors Social Factors Illustrations Energy Bars Personal Digital Assistants Summary References Chapter Competitor Analysis Overview Sources of Information Secondary Sources Primary Sources Other Sources Ethically Questionable Sources 111 Creating a Product Features Matrix Assessing Competitors Current Objectives Détermination Assessing Competitors Current Strategies Marketing Strategy Comparing Value Chains Marketing Mix How to Assess Competitors Strategies Technology Strategy Differential Advantage Analysis Ability to Conceive and Design Ability to Produce Ability to Market Ability to Finance Ability to Manage What to Do with the Information Assessing a Competitor s Will Predicting Future Strategies Illustrations Energy Bars Personal Digital Assistants Summary References Chapter Customer Analysis Overview What We Need to Know About Customers Who Buys and Uses the Product What Customers Buy and How They Use It Where Customers Buy When Customers Buy How Customers Choose Why They Prefer a Product How They Respond to Marketing Programs Will They Buy It (Again)? Segmentation Desirable Criteria for Segments Methods for Market Segmentation Illustrations Energy Bars 1 Personal Digital Assistants Motorcycles Summary References Appendix 6A Economic Value to the Customer (EVC) Appendix 6B Contents Chapter Market Potential and Sales Forecasting Overview Definitions Market Potential Overview What They Are Used For Information Sources New or Growing Product Potential Mature Product Potentials Methods of Estimating Market and Sales Potential Analysis-Based Estimates Area Potential Sales Potential Sales Forecasting Overview Level of Accuracy Needed Judgment-Based Methods Customer-Based Methods Sales Extrapolation Methods Model-Based Methods What Methods Are Used? Using Regression Models for Forecasting Developing Regression Modeis Recognizing Uncertainty Nonlinear Relations Share Forecasts Forecasting Really New Products Illustrations Forecasting Energy Bar Sales via Regression PDA Sales Using Forecasts Combining Forecasts Gaining Agreement Why Not Just Go to the Web? Summary References Appendix Time Series Regression with Seasonal Factors Chapter Developing Product Strategy 226 Overview Benefits of Strategy Elements of a Product Strategy Setting Objectives Selection of Strategic Alternatives Increasing Sales/Market Share Increasing Profitability Summary Positioning: Choice of Customer Targets Positioning: Choice of Competitor Targets Positioning: The Core Strategy Cost/Price (Value) Strategy Nonprice Strategy Managing Brand Equity Measuring Brand Value Relation to Customer Strategy Product Strategy over the Life Cycle Introduction Strategies Growth Strategies Maturity Strategies Strategies for the Decline Stage Summary Illustrations Odwalla Energy Bar Handspring Summary References Chapter New Products 257 Overview Product Modification Line Extensions Adding a Product Variant Dropping a Product Variant Getting Ideas for New Products Testing Slightly New Products Concept Testing Product Testing Market Tests Quasi-Market Tests x Forecasting Brand Extensions Really New Products Getting Ideas for Really New Products Evaluating Really New Products Adoption and Expansion Forecasting Really New Products Summary Illustration Summary References Appendix 9A Sample Concept Test Formats Appendix 9B Assessing Discrimination and Preference Chapter Pricing Decisions 291 Overview The Role of Marketing Strategy in Pricing Measuring Perceived Value and Price Perceived Value Price Price Measuring Customer Value Calculating Value-in-Use Pricing Experiments Using Price Thresholds Dollarmetric Scale Using the Perceived Value Concept Psychological Aspects of Price Reference Prices The Relationship between Price and Perceived Quality The Odd-Ending Effect in Prices Competition and Pricing Competitors Costs Historical Pricing Behavior The Role of Own Costs Deciding How Much of the Value-Cost Gap to Capture: Pricing Objectives Penetration Pricing Return on Sales/Investment Pricing Pricing for Stability Skimming Competitive Pricing Other Factors Affecting Price Stage of the Product Life Cycle Category Conditions Some Specific Pricing Tactics Product Line Pricing Price Bundling Complementary Pricing Value Pricing Everyday Low Hidden Price Increases Price Discrimination Second-Market Discounting Periodic Discounting Auctions Ethical Issues Summary References Chapter Advertising Decisions 324 Overview The Target Audience Setting Advertising Objectives Customer-Focused Objectives Exposure-Oriented Objectives Objective Specificity Setting Advertising Budgets Objective and Task Percentage-of-Sales Competitive Parity Affordable Experimentation Decision Calculus Summary Evaluating Ad Copy: Laboratory-Based Measures Real-World Measures Media Selection Where Contextual Fit When Other Considerations Contents Evaluating Advertising Effects Tracking Studies Past Sales and Advertising Experimentation Linking Objectives to Incremental Contribution Evaluating Ad Budgets Summary References Chapter Promotions 359 Overview Promotion Objectives Final Customer Promotions Trade Promotions Promotion Budgeting Overview The Total Advertising and Promotion Budget Allocating Money between Advertising and Promotion Final Customer Promotions Product-Based Promotions Price-Based Promotions Other Customer Promotions Summary Trade Promotions Evaluating Customer Promotions Overview Short-Run Evaluation Long-Run Concerns Competitive Reaction Findings about Promotion Effects Test Markets Evaluating Trade Promotions The Retailer s Perspective Summary References Chapter Channel Management 388 Overview Channel Selection Direct versus Indirect Channels Indirect Channels Representatives Wholesalers Retailers Channel Members as Value-Added Intermediaries Hybrid Channels Summary Examples Indirect Channel Management Contractual/Legal Provisions Self-interest Human Contact Power in Channel Relationships Channel Arrangements Monitoring Profitability by Channel Direct Channels The Internet as a Channel Trade Shows Direct Marketing The Direct Marketing Process Direct Marketing Methods Telemarketing Direct Mail Direct E-mail Privacy Issues Summary References Chapter Customer Relationship Management Overview The Economics of Loyalty Acquisition Cost Base Profit Revenue Growth Operating Costs Referrals Price Premium A Framework for Customer Relationship Management Creating the Database Analyzing the Database xii Customer Selection Customer Targeting Relationship Marketing Problems Customer Satisfaction Customer Service Loyalty Programs Mass Customization Community Building Other Ideas Privacy Issues Metrics Summary References Chapter Financial Analysis for Product Management Overview Sales Analysis Overview The Value of Sales Analysis Roadblocks Profitability Analysis Conventional Product Profit Accounting A Iternative A ccounting Systems Contribution-Oriented Systems Using the Contribution Margin Rate Fixed Costs A Strategic Framework for Control Price-Quantity Decomposition Penetration-Market Size Decomposition Summary Capital Budgeting Overview The Basics Summary References Chapter Marketing Metrics 464 Overview A Framework for Marketing Metrics What Needs to Be Measured Customer-Based Metrics Product-Market Metrics Financial Marketing Mix Metrics Web Metrics Summary References Appendix A Name Index Subject Index
adam_txt	Contents Preface About the Authors Chapter Introduction to Product Management Overview Marketing Organization Product-Focused Organizations Market-Focused Organizations Functionally Focused Organizations The Role of the Sales Force Marketing Organization Implications of Global Marketing Product Management: Fact versus Fiction Backgrounds Critical Skills The Marketing Plan Variance across Industry/Company Size Changes Affecting Product Management Changes in Marketing Organizations Overview of the Book Marketingplanning Marketing Strategy Marketing Program Decisions Summary References Appendix Sample Responses from Product Managers Chapter Marketing Planning 26 Overview Definition and Objectives of Plans Frequent Mistakes in the Planning Process 26 What Makes a Good Planning System: Some Empirical Results Is Planning Worthwhile? The Planning Process Approaches to Planning Steps in the Planning Process Components of the Marketing Plan The Executive Summary Situation Analysis Marketing Objectives/Strategy Supporting Marketing Programs The Rest of the Plan Example Two Case Studies Energy Bars (ca. Personal Digital Assistants (ca. Summary References Appendix Marketing Plan Outline Chapter Defining the Competitive Set Overview Levels of Market Competition Definitions Overlapping Market Segments The Impact of Metamediaries Product Strategy Implications Illustrations Methods for Determining Competitors Managerial Judgment Customer-Based Measures Summary Competitor Selection Enterprise Competition Summary References vii víü Chapter Category Attractiveness Analysis Overview Aggregate Market Factors Category Size Market Growth Product Life Cycle Sales Cyclicity Seasonality Profits Category Factors Threat of New Entrants Bargaining Power of Buyers Bargaining Power of Suppliers Category Rivalry Pressure from Substitutes Capacity Environmental Analysis Technological Factors Political Factors Economic Factors Regulatory Factors Social Factors Illustrations Energy Bars Personal Digital Assistants Summary References Chapter Competitor Analysis Overview Sources of Information Secondary Sources Primary Sources Other Sources Ethically Questionable Sources 111 Creating a Product Features Matrix Assessing Competitors' Current Objectives Détermination Assessing Competitors' Current Strategies Marketing Strategy Comparing Value Chains Marketing Mix How to Assess Competitors'Strategies Technology Strategy Differential Advantage Analysis Ability to Conceive and Design Ability to Produce Ability to Market Ability to Finance Ability to Manage What to Do with the Information Assessing a Competitor's Will Predicting Future Strategies Illustrations Energy Bars Personal Digital Assistants Summary References Chapter Customer Analysis Overview What We Need to Know About Customers Who Buys and Uses the Product What Customers Buy and How They Use It Where Customers Buy When Customers Buy How Customers Choose Why They Prefer a Product How They Respond to Marketing Programs Will They Buy It (Again)? Segmentation Desirable Criteria for Segments Methods for Market Segmentation Illustrations Energy Bars 1 Personal Digital Assistants Motorcycles Summary References Appendix 6A Economic Value to the Customer (EVC) Appendix 6B Contents Chapter Market Potential and Sales Forecasting Overview Definitions Market Potential Overview What They Are Used For Information Sources New or Growing Product Potential Mature Product Potentials Methods of Estimating Market and Sales Potential Analysis-Based Estimates Area Potential Sales Potential Sales Forecasting Overview Level of Accuracy Needed Judgment-Based Methods Customer-Based Methods Sales Extrapolation Methods Model-Based Methods What Methods Are Used? Using Regression Models for Forecasting Developing Regression Modeis Recognizing Uncertainty Nonlinear Relations Share Forecasts Forecasting Really New Products Illustrations Forecasting Energy Bar Sales via Regression PDA Sales Using Forecasts Combining Forecasts Gaining Agreement Why Not Just Go to the Web? Summary References Appendix Time Series Regression with Seasonal Factors Chapter Developing Product Strategy 226 Overview Benefits of Strategy Elements of a Product Strategy Setting Objectives Selection of Strategic Alternatives Increasing Sales/Market Share Increasing Profitability Summary Positioning: Choice of Customer Targets Positioning: Choice of Competitor Targets Positioning: The Core Strategy Cost/Price (Value) Strategy Nonprice Strategy Managing Brand Equity Measuring Brand Value Relation to Customer Strategy Product Strategy over the Life Cycle Introduction Strategies Growth Strategies Maturity Strategies Strategies for the Decline Stage Summary Illustrations Odwalla Energy Bar Handspring Summary References Chapter New Products 257 Overview Product Modification Line Extensions Adding a Product Variant Dropping a Product Variant Getting Ideas for New Products Testing Slightly New Products Concept Testing Product Testing Market Tests Quasi-Market Tests x Forecasting Brand Extensions Really New Products Getting Ideas for Really New Products Evaluating Really New Products Adoption and Expansion Forecasting Really New Products Summary Illustration Summary References Appendix 9A Sample Concept Test Formats Appendix 9B Assessing Discrimination and Preference Chapter Pricing Decisions 291 Overview The Role of Marketing Strategy in Pricing Measuring Perceived Value and Price Perceived Value Price Price Measuring Customer Value Calculating Value-in-Use Pricing Experiments Using Price Thresholds Dollarmetric Scale Using the Perceived Value Concept Psychological Aspects of Price Reference Prices The Relationship between Price and Perceived Quality The Odd-Ending Effect in Prices Competition and Pricing Competitors' Costs Historical Pricing Behavior The Role of Own Costs Deciding How Much of the Value-Cost Gap to Capture: Pricing Objectives Penetration Pricing Return on Sales/Investment Pricing Pricing for Stability Skimming Competitive Pricing Other Factors Affecting Price Stage of the Product Life Cycle Category Conditions Some Specific Pricing Tactics Product Line Pricing Price Bundling Complementary Pricing Value Pricing Everyday Low Hidden Price Increases Price Discrimination Second-Market Discounting Periodic Discounting Auctions Ethical Issues Summary References Chapter Advertising Decisions 324 Overview The Target Audience Setting Advertising Objectives Customer-Focused Objectives Exposure-Oriented Objectives Objective Specificity Setting Advertising Budgets Objective and Task Percentage-of-Sales Competitive Parity Affordable Experimentation Decision Calculus Summary Evaluating Ad Copy: Laboratory-Based Measures Real-World Measures Media Selection Where Contextual Fit When Other Considerations Contents Evaluating Advertising Effects Tracking Studies Past Sales and Advertising Experimentation Linking Objectives to Incremental Contribution Evaluating Ad Budgets Summary References Chapter Promotions 359 Overview Promotion Objectives Final Customer Promotions Trade Promotions Promotion Budgeting Overview The Total Advertising and Promotion Budget Allocating Money between Advertising and Promotion Final Customer Promotions Product-Based Promotions Price-Based Promotions Other Customer Promotions Summary Trade Promotions Evaluating Customer Promotions Overview Short-Run Evaluation Long-Run Concerns Competitive Reaction Findings about Promotion Effects Test Markets Evaluating Trade Promotions The Retailer's Perspective Summary References Chapter Channel Management 388 Overview Channel Selection Direct versus Indirect Channels Indirect Channels Representatives Wholesalers Retailers Channel Members as Value-Added Intermediaries Hybrid Channels Summary Examples Indirect Channel Management Contractual/Legal Provisions Self-interest Human Contact Power in Channel Relationships Channel Arrangements Monitoring Profitability by Channel Direct Channels The Internet as a Channel Trade Shows Direct Marketing The Direct Marketing Process Direct Marketing Methods Telemarketing Direct Mail Direct E-mail Privacy Issues Summary References Chapter Customer Relationship Management Overview The Economics of Loyalty Acquisition Cost Base Profit Revenue Growth Operating Costs Referrals Price Premium A Framework for Customer Relationship Management Creating the Database Analyzing the Database xii Customer Selection Customer Targeting Relationship Marketing Problems Customer Satisfaction Customer Service Loyalty Programs Mass Customization Community Building Other Ideas Privacy Issues Metrics Summary References Chapter Financial Analysis for Product Management Overview Sales Analysis Overview The Value of Sales Analysis Roadblocks Profitability Analysis Conventional Product Profit Accounting A Iternative A ccounting Systems Contribution-Oriented Systems Using the Contribution Margin Rate Fixed Costs A Strategic Framework for Control Price-Quantity Decomposition Penetration-Market Size Decomposition Summary Capital Budgeting Overview The Basics Summary References Chapter Marketing Metrics 464 Overview A Framework for Marketing Metrics What Needs to Be Measured Customer-Based Metrics Product-Market Metrics Financial Marketing Mix Metrics Web Metrics Summary References Appendix A Name Index Subject Index
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spelling	Lehmann, Donald R. Verfasser aut Product management Donald R. Lehmann ; Russell S. Winer 4. ed., internat. ed. Boston, Mass. [u.a.] McGraw-Hill 2005 XVI, 494 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier McGraw-Hill/Irwin series in marketing Includes bibliographical references and indexes Product management Marketing (DE-588)4037589-4 gnd rswk-swf Produktmanagement (DE-588)4125960-9 gnd rswk-swf Produktpolitik (DE-588)4134655-5 gnd rswk-swf Produktmanagement (DE-588)4125960-9 s Marketing (DE-588)4037589-4 s DE-604 Produktpolitik (DE-588)4134655-5 s 1\p DE-604 Winer, Russell S. Verfasser aut http://www.loc.gov/catdir/description/mh051/2004053060.html Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014799654&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	Lehmann, Donald R. Winer, Russell S. Product management Product management Marketing (DE-588)4037589-4 gnd Produktmanagement (DE-588)4125960-9 gnd Produktpolitik (DE-588)4134655-5 gnd
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title	Product management
title_auth	Product management
title_exact_search	Product management
title_exact_search_txtP	Product management
title_full	Product management Donald R. Lehmann ; Russell S. Winer
title_fullStr	Product management Donald R. Lehmann ; Russell S. Winer
title_full_unstemmed	Product management Donald R. Lehmann ; Russell S. Winer
title_short	Product management
title_sort	product management
topic	Product management Marketing (DE-588)4037589-4 gnd Produktmanagement (DE-588)4125960-9 gnd Produktpolitik (DE-588)4134655-5 gnd
topic_facet	Product management Marketing Produktmanagement Produktpolitik
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