Contemporary strategic marketing:
An extremely fluent and effective text designed to be a complete resource for single semester modules, this book has a unique combination of text, case studies and readings - as well as a comprehensive companion website, new for this edition. The emphasis is on practicality; the text encourages the...
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2008
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Table of contents only Inhaltsverzeichnis |
| Zusammenfassung: | An extremely fluent and effective text designed to be a complete resource for single semester modules, this book has a unique combination of text, case studies and readings - as well as a comprehensive companion website, new for this edition. The emphasis is on practicality; the text encourages the student to engage with the debate itself and not just the theory. Topics are tackled in new and creative ways and include the latest innovations and developments in the field. |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXIV, 462 S. |
| ISBN: | 0230507204 9780230507203 |
Internformat
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| 250 | |a 2. ed. | ||
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| 300 | |a XXIV, 462 S. | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 520 | |a An extremely fluent and effective text designed to be a complete resource for single semester modules, this book has a unique combination of text, case studies and readings - as well as a comprehensive companion website, new for this edition. The emphasis is on practicality; the text encourages the student to engage with the debate itself and not just the theory. Topics are tackled in new and creative ways and include the latest innovations and developments in the field. | ||
| 650 | 4 | |a Markedsføring | |
| 650 | 4 | |a Strategisk markedsføring | |
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Datensatz im Suchindex
| _version_ | 1804137628761587712 |
|---|---|
| adam_text | BRIEF CONTENTS
¦jESESH text 1
1 What is strategic marketing? 3
2 Understanding consumer behaviour 19
3 Organisational buying behaviour 39
4 Understanding the competitive environment 55
5 Understanding the macroenvironment 73
6 Strategic marketing analysis 95
7 Marketing strategy formulation 115
8 Relationship marketing strategies 137
9 E-marketing strategies 159
10 Marketing strategy for services 181
11 International marketing strategy 205
12 Analysing strategic marketing case studies 227
¦S3S9I CASE STUDIES 241
British Telecommunications pic (2001): strategic challenges 243
BT pic: brave new world 253
Competition in the UK ice cream market 261
London Olympics 2012: the race for sponsorship 271
Abbey: mortgage marketing in the UK 281
Glaxosmithkline in South Africa 291
UPS: 100 years of turning brown into gold 303
News Corporation in the British newspaper market 313
A tale of two wine brands 323
BriCol Engineering Ltd 331
Crisis in the European airline industry 341
Golden Arch Hotels 345
Marketing Australia to the world 353
Trouble with the CPC100 359 v
vi BRIEF CONTENTS
Coca-Cola: challenges to global growth 365
¦SSiBi READINGS 375
Interaction, relationships and networks in business
markets: an evolving perspective 377
Revisiting marketing s lawlike generalizations 389
Relationship marketing: the strategy continuum 405
Antiglobal challenges to marketing in developing
countries: exploring the ideological divide 410
Value-based marketing 441
FULL CONTENTS
List of Figures xvii
List of Tables xviii
About the Authors xx
Foreword xxi
Preface to the Second Edition xxii
Acknowledgements xxiii
M.M.M.iJM TEXT 1
^ 1 WHAT IS STRATEGIC MARKETING? 3
Learning objectives 3
Introduction 4
Can this book give me a sustainable competitive advantage? 4
Will this book give me universal principles of strategic marketing? 5
Will this book tell me how to plan my strategy? 6
The organisation of this book 8
Strategy and strategic marketing 9
What is strategy? 10
What is the difference between strategy and tactics? 11
What is strategic marketing? 12
What is the difference between planning and forecasting
or budgeting? 14
How does strategic marketing fit with corporate strategy? 14
Summary 15
Questions for discussion 16
References 16
- 2 UNDERSTANDING CONSUMER BEHAVIOUR 19
Learning objectives 19
Introduction 20
What is consumer behaviour and where does it come from? 20
The consumer behaviour process 21
viii FULL CONTENTS
Inner-determinants of consumer behaviour 21
Needs and motives 22
Perception 23
Learning and memory 24
Attitudes 25
Personality 25
Impact of social context on consumer behaviour 26
Culture 26
Social class 27
Social/group influences 27
Influence, persuasion and involvement 28
Useful models 28
Towards an integrated model 29
Strategic implications 30
From market aggregation to targeting 30
Organisation/brand/product positioning 31
Strategic use of symbolism 31
Product innovation/value decisions 32
Developments to watch 32
E-shopping 32
Growth of international/global marketing 33
Variety seeking behaviour 33
Lifestyle shopping 33
Deviant consumer behaviour 33
Economic psychology 34
Summary 35
Questions for discussion 35
References 36
Relevant websites 37
^ 3 ORGANISATIONAL BUYING BEHAVIOUR 39
Learning objectives 39
Introduction 40
Characteristics of business-to-business markets 40
Approaches to organisational buying behaviour 42
Buyclasses and buyphases 43
The buying centre and a general model of organisational buying 45
The interaction approach to organisational buying and selling 47
Relationships, interaction and networks 48
Organisational buying theory and key account management 49
Summary 51
Questions for discussion 52
References 52
FULL CONTENTS ix
^ 4 UNDERSTANDING THE COMPETITIVE ENVIRONMENT 55
Learning objectives 55
Introduction 56
The underlying logic of the market economy 57
Useful things to know about demand functions 61
The slope of the demand function 62
The demand function of the firm and of the industry 63
Shifts in the demand function 63
Final thoughts on demand functions and elasticity 64
Analysing the competitive environment using Porter s five forces 64
Direct competitive rivalry 66
The threat of new entry 66
The threat from substitutes 67
The power of suppliers 67
The power of buyers 68
The impact of the Internet on the competitive environment 68
The resource-based view of the firm 69
Summary 71
Questions for discussion 71
References 71
¦^ 5 UNDERSTANDING THE MACROENVIRONMENT 73
Learning objectives 73
Introduction 74
Classifying the macroenvironment 74
Key forces in the macroenvironment 78
The macroeconomy 79
Demographic change 83
The green environment 86
Allocating priorities to factors in the marketing environment 89
Summary 91
Questions for discussion 91
References 92
^ 6 STRATEGIC MARKETING ANALYSIS 95
Learning objectives 95
Introduction 96
The marketing planning process 97
Objectives and gap analysis 98
Cost concepts: the experience effect and economies of scale 100
The SWOT analysis 102
Sales variance analysis 104
FULL CONTENTS
Discounted cash-flow analysis 106
Value-based marketing 108
Customer value analysis 110
Summary 112
Questions for discussion 112
References 113
^ 7 MARKETING STRATEGY FORMULATION 115
Learning objectives 115
Introduction 116
Market segmentation 116
Targeting and positioning 120
The product life cycle 122
The Boston Consulting Group growth/share matrix 124
PIMS 127
Porter s generic competitive strategies 128
Ansoff s growth vector matrix 129
Customer portfolio analysis 131
Summary 133
Questions for discussion 133
References 134
^ 8 RELATIONSHIP MARKETING STRATEGIES 137
Learning objectives 137
Introduction 138
Long-term buyer-seller relationships and relationship life cycles 139
Formal relationship life-cycle models 140
Relationship marketing 143
Defining relationship marketing 144
Putting relationship marketing into practice 147
Requirements for successful relationship marketing 147
Implementation through loyalty marketing 149
Sectoral variations 152
Challenges to relationship marketing 155
Summary 156
Questions for discussion 157
References 157
¦^ 9 E-MARKETING STRATEGIES 159
Learning objectives 159
Introduction 160
The world of e-marketing 160
FULL CONTENTS xi
Reaching e-consumers 164
Shopping/buying online 165
Profiling online consumers 165
B2C e-marketing mix considerations 166
Product strategies 167
Place strategies 167
Pricing strategies 167
Communications mix 168
Business-to-business e-marketing 168
Product and distribution 170
Pricing and communications 170
Planning strategy in a digital age 171
E-business models 171
E-marketing planning 171
Effective webpage design 173
Strategic challenges and issues 174
Emerging challenges 174
Competence factors 175
Summary 175
Questions for discussion 175
References 176
Sources 177
Relevant websites 178
Glossary of e-marketing terms 178
¦^ 10 MARKETING STRATEGY FOR SERVICES 181
Learning objectives 181
Introduction 182
The nature of services 183
The extended marketing mix for services 188
Measuring service quality 190
Market segmentation for service businesses 194
Segmenting consumer services 195
Segmenting business services 195
Yield management 196
Customer acquisition, retention and loyalty 200
Summary 201
Questions for discussion 202
References 202
xii FULL CONTENTS
^ 11 INTERNATIONAL MARKETING STRATEGY 205
Learning objectives 205
Introduction 206
Growing international trade opportunities 206
The decision to go international: reaction or plan? 208
Home market conditions 209
The planned approach 210
Which markets? The choice of where to invest 212
Where your customers are 212
Where your competitors are 212
Lead market for innovation/research and development 213
Government incentives 213
Foreign buyer requests 215
Summary 215
Environmental scanning and foreign market risk assessment 216
Market information 216
Risk analysis in international markets 217
Political risks 217
Economic, commercial and infrastructure risks 221
Demand-level risks 222
Distributor/partner risks 222
Summary 223
Questions for discussion 224
References 224
Relevant website 225
^ 12 ANALYSING STRATEGIC MARKETING CASE STUDIES 227
Learning objectives 227
Introduction 228
Strategic marketing case studies 229
Learning from case studies 230
Case study analysis 231
Understand the situation and diagnose the problem areas 232
Generate alternative solutions and predict outcomes 233
Evaluate alternatives 234
Make a final recommendation 234
Communicating the results of case study analysis 235
Oral presentations 235
Written reports 238
Summary 239
References 240
FULL CONTENTS xiii
¦SOB CASE STUDIES 241
BRITISH TELECOMMUNICATIONS plc (2001):
STRATEGIC CHALLENGES 243
BT s strategy 246
Mergers and alliances 247
Corporate reorganisation 2000/2001 248
The challenge remains 249
Questions for discussion 249
References 250
Relevant websites 250
Appendix: 1995 and 1996 data on comparative
telecommunications companies 251
BT plc: BRAVE NEW WORLD 253
The brave new world of mobile and VoIP 254
Relationships and partnerships 256
Major challenges 256
And still the future is uncertain ... 258
Questions for discussion 259
References 260
Relevant websites 260
COMPETITION IN THE UK ICE CREAM MARKET 261
Market size and consumer taste trends 262
Competitive activity 264
The market leader 264
The key rivals 265
Freezer exclusivity 266
Questions for discussion 268
References 268
Relevant websites 268
Appendix: A note on breakeven analysis 268
LONDON OLYMPICS 2012: THE RACE FOR SPONSORSHIP 271
Background 271
The national sponsorship opportunity 275
Preventing ambushing 278
Questions for discussion 278
References 279
Relevant websites 280
xiv FULL CONTENTS
ABBEY: MORTGAGE MARKETING IN THE UK 281
Introduction 281
Takeover and makeover 282
The UK mortgage market 283
Consumer choice and mortgage product development 284
Questions for discussion 288
References 288
Relevant websites 289
GLAXOSMITHKUNE IN SOUTH AFRICA 291
Background 291
A brief history of GSK 292
GSK products in context 292
The international trade context 294
HIV/AIDS 296
The broader argument about drug prices 297
The case of South Africa 298
Questions for discussion 300
References 300
Relevant websites 301
UPS: 100 YEARS OF TURNING BROWN INTO GOLD 303
Nine decades on wheels 303
UPS today 304
Purpose and mission 304
Structure 304
UPS and ICT 305
Strategic marketing issues and concerns 307
Stiff competition 308
The colour brown 309
Return services 309
Sports marketing 309
The UPS foundation 309
The environment 310
The future: technology, globalisation and ... the universe! 310
Questions for discussion 310
References 311
Sources 311
NEWS CORPORATION IN THE BRITISH NEWSPAPER MARKET 313
Rupert Murdoch and the News Corporation 313
The UK newspaper market 314
FULL CONTENTS xv
News International s rivals 315
Price war among the qualities 317
News International and the predatory pricing allegations 318
The future of the British newspaper industry 320
Questions for discussion 320
Relevant websites 321
Appendix A: A brief history of the News International
portfolio of British national newspapers 321
Appendix B: Conditions imposed by the OFT on future
price reductions of The Times 322
A TALE OF TWO WINE BRANDS 323
Introduction 323
The UK wine market 324
A tale of two wine brands - Jacob s Creek and Blue Nun 327
Questions for discussion 329
References 329
Relevant websites 329
BRICOL ENGINEERING LTD 331
The global motor industry in 2001 331
BriCol Engineering Ltd in 2001 332
One week later 337
BriCol Engineering Ltd in 2006 338
Questions for discussion 339
Relevant websites 340
CRISIS IN THE EUROPEAN AIRLINE INDUSTRY 341
Competition and deregulation 341
The entrance of low-cost airlines 342
Air transport demand and the World Trade Center bombing 343
Questions for discussion 343
References 344
Relevant websites 344
GOLDEN ARCH HOTELS 345
Part A (2001) 345
Food and hospitality 345
Arrival 346
Check-in 346
Your room 347
Mealtimes 347
xvi FULL CONTENTS
Other amenities 348
Questions for discussion 348
Part B (2006) 348
Park Inn - Zurich airport site 350
Park Inn - Lully site 350
Questions for discussion 350
Sources 351
Relevant websites 351
Note 351
MARKETING AUSTRALIA TO THE WORLD 353
The Australian international tourist industry in 2002 354
Overseeing the Australian tourism industry 355
The future for Australian tourism 357
Questions for discussion 358
References 358
Relevant websites 358
TROUBLE WITH THE CPC100 359
Introduction 359
The play 359
Questions for discussion 363
COCA-COLA: CHALLENGES TO GLOBAL GROWTH 365
Coca-Cola goes international 366
Global challenges 368
Corporate social responsibility (CSR) and Coca-Cola 369
Questions for discussion 373
References 373
¦S3BIES READINGS 375
INTERACTION, RELATIONSHIPS AND NETWORKS IN
BUSINESS MARKETS: AN EVOLVING PERSPECTIVE 377
REVISITING MARKETING S LAWLIKE GENERALIZATIONS 389
RELATIONSHIP MARKETING: THE STRATEGY CONTINUUM 405
ANTIGLOBAL CHALLENGES TO MARKETING IN DEVELOPING
COUNTRIES: EXPLORING THE IDEOLOGICAL DIVIDE 410
VALUE-BASED MARKETING 441
Index 447
LIST OF FIGURES
2.1 A consolidated view of consumer
behaviour 21
2.2 Satisfying needs 23
2.3 Current view of our memory systems 24
2.4 Culture and consumer behaviour 26
2.5 A modern view of consumer
behaviour 30
2.6 Positioning map for eight different
restaurants 32
3.1 Organisational buying influences 45
3.2 The IMP interaction model 49
4.1 Demand function 58
4.2 Supply function 58
4.3 Demand and supply 59
4.4 A shift in demand 60
4.5 Elasticity of demand 62
5.1 Inflation 79
5.2 Exchange rate 80
5 3 Interest rates 82
5.4 The ageing population of Europe 84
5 5 The ageing population of the UK 85
5.6 A Malthusian model 87
5 7 Environmental priorities 90
6.1 Gap analysis 99
6.2 Experience effect 101
6.3 Economies of scale 101
6.4 SWOT analysis 102
6.5 Sales variance analysis 105
6.6 Discounted cash-flow analysis 107
7.1 Target segment selection 120
7.2 Generic positioning map 122
7.3 Product life cycle 123
7.4 BCG growth/share matrix 125
7.5 Ansoff growth vector matrix 130
7.6 Customer portfolio analysis 131
8.1 Business loyalty 150
8.2 Profit per customer effect 152
9.1 B2C e-marketing information and
communication technologies 164
9 2 Popular B2B e-marketmg ICTs 169
9.3 Website evaluation checklist 173
10.1 SERVQUAL: A multidimensional
scale to capture customer
: perceptions and expectations of
service quality 193
10.2 The Boeing 747-400ER seating plan 197
10 3 Pricing for airline seats 3-class
illustration 199
10 4 Relationship pyramid for a major
chanty 201
12 1 A process for case study analysis 231
C3 1 Breakeven analysis 269
C6 1 Shared responsibilities - healthcare
m the developing world 295
xvii
LIST OF TABLES
2.1 Typology of research models 29
3.1 Characteristics of business-to-
business markets 41
3.2 The buyclass framework 43
5.1 The ageing population 84
5.2 Environmental priorities 92
6.1 Sales variance analysis 105
6.2 Discounted cash-flow analysis
(using 10% discount rate) 108
7.1 British social grade categories
(National Readership Survey) 117
7.2 British social grade categories
(national statistics socioeconomic
classification) 118
7.3 Newspaper readership profiles (12
months to March 2006) 118
7.4 Calculating relative market share 126
7.5 Applying the BCG growth/share
matrix 134
8.1 Related terms to relationship
marketing 138
8.2 Ford s (1980) relationship life-cycle
model 141
8.3 Dwyer et al. s (1987) relationship
development model 142
8.4 Four types of marketing 146
8.5 Five requirements for successful
relationship marketing 148
8.6 Customer loyalty - the customer
volume effect 151
8.7 Buyer preference as a basis for
business-to-business strategy 154
9.1 Examples of successful e-marketing
websites 163
9.2 Useful sources of e-consumer
psychographic data 166
xviii
10.1 Estimated GDP % composition by sector
for 15 selected countries (2005) 183
10.2 The extended marketing mix: retail
banking 189
10.3 Segmentation bases for service
providers 194
10.4 Revenue obtained from 3-class
seating arrangement 197
10.5 Revenue obtained from 4-class
seating arrangement 198
11.1 Total value of world merchandise
trade 1948-2005 206
11.2 Top 15 exporters and importers in
world merchandise trade, 2005 207
11.3 Comparison of export to GDP
ratios for seven countries (2005) 208
12.1 Providing constructive feedback
on a case study presentation 238
C1.1 British Telecommunications pic key
statistics 1993-97 245
C1.2 British Telecommunications pic
product analysis 1993-97 246
C1.3 MCI Communications Corporation 251
C1.4 Cable and Wireless 251
C2.1 BT Group selected indicators
2001/02-2005/06 255
C2.2 BT Group strategic partnerships
2006 257
C3.1 UK ice cream market, volume and
value trends 1994-98 263
C3.2 Value sales of single impulse ice
cream by type 1996 and 1998 263
C3.3 Value sales of take-home ice cream
by type 1993 and 1995 264
C3.4 Manufacturers shares of ice cream
1991, 1993 and 1995 264
C3.5 Key moments in the freezer
exclusivity controversy 267
C5.1 The UK mortgage market, 2005 283
C5.2 Mortgage lending statistics for
lending and affordability,
1995-2005 285
C5.3 Mortgage product market
summary 286
C5.4 Equity release market summary 287
C5.5 Buy-to-let mortgage market
summary 287
C6.1 Sales by therapeutic area 293
C6.2 Sales by geographic region 294
LIST OF TABLES xix
C7.1 UPS s three flows of commerce 305
C7.2 Seven UPS Online™ tools 306
C7.3 UPS strategy statement 307
C7.4 The FedEx family 309
C8.1 UK newspaper circulation, January
2001 to June 2001 315
C9.1 British consumption of alcoholic
drinks 325
C13.1 Australian international tourism 354
C14.1 Model CPC 100 compact office
photocopier: UK market 360
|
| adam_txt |
BRIEF CONTENTS
¦jESESH text 1
1 What is strategic marketing? 3
2 Understanding consumer behaviour 19
3 Organisational buying behaviour 39
4 Understanding the competitive environment 55
5 Understanding the macroenvironment 73
6 Strategic marketing analysis 95
7 Marketing strategy formulation 115
8 Relationship marketing strategies 137
9 E-marketing strategies 159
10 Marketing strategy for services 181
11 International marketing strategy 205
12 Analysing strategic marketing case studies 227
¦S3S9I CASE STUDIES 241
British Telecommunications pic (2001): strategic challenges 243
BT pic: brave new world 253
Competition in the UK ice cream market 261
London Olympics 2012: the race for sponsorship 271
Abbey: mortgage marketing in the UK 281
Glaxosmithkline in South Africa 291
UPS: 100 years of turning brown into gold 303
News Corporation in the British newspaper market 313
A tale of two wine brands 323
BriCol Engineering Ltd 331
Crisis in the European airline industry 341
Golden Arch Hotels 345
Marketing Australia to the world 353
Trouble with the CPC100 359 v
vi BRIEF CONTENTS
Coca-Cola: challenges to global growth 365
¦SSiBi READINGS 375
Interaction, relationships and networks in business
markets: an evolving perspective 377
Revisiting marketing's lawlike generalizations 389
Relationship marketing: the strategy continuum 405
Antiglobal challenges to marketing in developing
countries: exploring the ideological divide 410
Value-based marketing 441
FULL CONTENTS
List of Figures xvii
List of Tables xviii
About the Authors xx
Foreword xxi
Preface to the Second Edition xxii
Acknowledgements xxiii
M.M.M.iJM TEXT 1
^ 1 WHAT IS STRATEGIC MARKETING? 3
Learning objectives 3
Introduction 4
Can this book give me a sustainable competitive advantage? 4
Will this book give me universal principles of strategic marketing? 5
Will this book tell me how to plan my strategy? 6
The organisation of this book 8
Strategy and strategic marketing 9
What is strategy? 10
What is the difference between strategy and tactics? 11
What is strategic marketing? 12
What is the difference between planning and forecasting
or budgeting? 14
How does strategic marketing fit with corporate strategy? 14
Summary 15
Questions for discussion 16
References 16
- 2 UNDERSTANDING CONSUMER BEHAVIOUR 19
Learning objectives 19
Introduction 20
What is consumer behaviour and where does it come from? 20
The consumer behaviour process 21
viii FULL CONTENTS
Inner-determinants of consumer behaviour 21
Needs and motives 22
Perception 23
Learning and memory 24
Attitudes 25
Personality 25
Impact of social context on consumer behaviour 26
Culture 26
Social class 27
Social/group influences 27
Influence, persuasion and involvement 28
Useful models 28
Towards an integrated model 29
Strategic implications 30
From market aggregation to targeting 30
Organisation/brand/product positioning 31
Strategic use of symbolism 31
Product innovation/value decisions 32
Developments to watch 32
E-shopping 32
Growth of international/global marketing 33
Variety seeking behaviour 33
Lifestyle shopping 33
Deviant consumer behaviour 33
Economic psychology 34
Summary 35
Questions for discussion 35
References 36
Relevant websites 37
^ 3 ORGANISATIONAL BUYING BEHAVIOUR 39
Learning objectives 39
Introduction 40
Characteristics of business-to-business markets 40
Approaches to organisational buying behaviour 42
Buyclasses and buyphases 43
The buying centre and a 'general model' of organisational buying 45
The interaction approach to organisational buying and selling 47
Relationships, interaction and networks 48
Organisational buying theory and key account management 49
Summary 51
Questions for discussion 52
References 52
FULL CONTENTS ix
"^ 4 UNDERSTANDING THE COMPETITIVE ENVIRONMENT 55
Learning objectives 55
Introduction 56
The underlying logic of the market economy 57
Useful things to know about demand functions 61
The slope of the demand function 62
The demand function of the firm and of the industry 63
Shifts in the demand function 63
Final thoughts on demand functions and elasticity 64
Analysing the competitive environment using Porter's five forces 64
Direct competitive rivalry 66
The threat of new entry 66
The threat from substitutes 67
The power of suppliers 67
The power of buyers 68
The impact of the Internet on the competitive environment 68
The resource-based view of the firm 69
Summary 71
Questions for discussion 71
References 71
¦^ 5 UNDERSTANDING THE MACROENVIRONMENT 73
Learning objectives 73
Introduction 74
Classifying the macroenvironment 74
Key forces in the macroenvironment 78
The macroeconomy 79
Demographic change 83
The 'green' environment 86
Allocating priorities to factors in the marketing environment 89
Summary 91
Questions for discussion 91
References 92
^ 6 STRATEGIC MARKETING ANALYSIS 95
Learning objectives 95
Introduction 96
The marketing planning process 97
Objectives and gap analysis 98
Cost concepts: the experience effect and economies of scale 100
The SWOT analysis 102
Sales variance analysis 104
FULL CONTENTS
Discounted cash-flow analysis 106
Value-based marketing 108
Customer value analysis 110
Summary 112
Questions for discussion 112
References 113
"^ 7 MARKETING STRATEGY FORMULATION 115
Learning objectives 115
Introduction 116
Market segmentation 116
Targeting and positioning 120
The product life cycle 122
The Boston Consulting Group growth/share matrix 124
PIMS 127
Porter's generic competitive strategies 128
Ansoff's growth vector matrix 129
Customer portfolio analysis 131
Summary 133
Questions for discussion 133
References 134
"^ 8 RELATIONSHIP MARKETING STRATEGIES 137
Learning objectives 137
Introduction 138
Long-term buyer-seller relationships and relationship life cycles 139
Formal relationship life-cycle models 140
Relationship marketing 143
Defining relationship marketing 144
Putting relationship marketing into practice 147
Requirements for successful relationship marketing 147
Implementation through loyalty marketing 149
Sectoral variations 152
Challenges to relationship marketing 155
Summary 156
Questions for discussion 157
References 157
¦^ 9 E-MARKETING STRATEGIES 159
Learning objectives 159
Introduction 160
The world of e-marketing 160
FULL CONTENTS xi
Reaching e-consumers 164
Shopping/buying online 165
Profiling online consumers 165
B2C e-marketing mix considerations 166
Product strategies 167
Place strategies 167
Pricing strategies 167
Communications mix 168
Business-to-business e-marketing 168
Product and distribution 170
Pricing and communications 170
Planning strategy in a digital age 171
E-business models 171
E-marketing planning 171
Effective webpage design 173
Strategic challenges and issues 174
Emerging challenges 174
Competence factors 175
Summary 175
Questions for discussion 175
References 176
Sources 177
Relevant websites 178
Glossary of e-marketing terms 178
¦^ 10 MARKETING STRATEGY FOR SERVICES 181
Learning objectives 181
Introduction 182
The nature of services 183
The extended marketing mix for services 188
Measuring service quality 190
Market segmentation for service businesses 194
Segmenting consumer services 195
Segmenting business services 195
Yield management 196
Customer acquisition, retention and loyalty 200
Summary 201
Questions for discussion 202
References 202
xii FULL CONTENTS
"^ 11 INTERNATIONAL MARKETING STRATEGY 205
Learning objectives 205
Introduction 206
Growing international trade opportunities 206
The decision to go international: reaction or plan? 208
Home market conditions 209
The planned approach 210
Which markets? The choice of where to invest 212
Where your customers are 212
Where your competitors are 212
Lead market for innovation/research and development 213
Government incentives 213
Foreign buyer requests 215
Summary 215
Environmental scanning and foreign market risk assessment 216
Market information 216
Risk analysis in international markets 217
Political risks 217
Economic, commercial and infrastructure risks 221
Demand-level risks 222
Distributor/partner risks 222
Summary 223
Questions for discussion 224
References 224
Relevant website 225
"^ 12 ANALYSING STRATEGIC MARKETING CASE STUDIES 227
Learning objectives 227
Introduction 228
Strategic marketing case studies 229
Learning from case studies 230
Case study analysis 231
Understand the situation and diagnose the problem areas 232
Generate alternative solutions and predict outcomes 233
Evaluate alternatives 234
Make a final recommendation 234
Communicating the results of case study analysis 235
Oral presentations 235
Written reports 238
Summary 239
References 240
FULL CONTENTS xiii
¦SOB CASE STUDIES 241
BRITISH TELECOMMUNICATIONS plc (2001):
STRATEGIC CHALLENGES 243
BT's strategy 246
Mergers and alliances 247
Corporate reorganisation 2000/2001 248
The challenge remains 249
Questions for discussion 249
References 250
Relevant websites 250
Appendix: 1995 and 1996 data on comparative
telecommunications companies 251
BT plc: BRAVE NEW WORLD 253
The brave new world of mobile and VoIP 254
Relationships and partnerships 256
Major challenges 256
And still the future is uncertain . 258
Questions for discussion 259
References 260
Relevant websites 260
COMPETITION IN THE UK ICE CREAM MARKET 261
Market size and consumer taste trends 262
Competitive activity 264
The market leader 264
The key rivals 265
Freezer exclusivity 266
Questions for discussion 268
References 268
Relevant websites 268
Appendix: A note on breakeven analysis 268
LONDON OLYMPICS 2012: THE RACE FOR SPONSORSHIP 271
Background 271
The national sponsorship opportunity 275
Preventing ambushing 278
Questions for discussion 278
References 279
Relevant websites 280
xiv FULL CONTENTS
ABBEY: MORTGAGE MARKETING IN THE UK 281
Introduction 281
Takeover and makeover 282
The UK mortgage market 283
Consumer choice and mortgage product development 284
Questions for discussion 288
References 288
Relevant websites 289
GLAXOSMITHKUNE IN SOUTH AFRICA 291
Background 291
A brief history of GSK 292
GSK products in context 292
The international trade context 294
HIV/AIDS 296
The broader argument about drug prices 297
The case of South Africa 298
Questions for discussion 300
References 300
Relevant websites 301
UPS: 100 YEARS OF TURNING BROWN INTO GOLD 303
Nine decades on wheels 303
UPS today 304
Purpose and mission 304
Structure 304
UPS and ICT 305
Strategic marketing issues and concerns 307
Stiff competition 308
The colour brown 309
Return services 309
Sports marketing 309
The UPS foundation 309
The environment 310
The future: technology, globalisation and . the universe! 310
Questions for discussion 310
References 311
Sources 311
NEWS CORPORATION IN THE BRITISH NEWSPAPER MARKET 313
Rupert Murdoch and the News Corporation 313
The UK newspaper market 314
FULL CONTENTS xv
News International's rivals 315
Price war among the'qualities' 317
News International and the 'predatory pricing' allegations 318
The future of the British newspaper industry 320
Questions for discussion 320
Relevant websites 321
Appendix A: A brief history of the News International
portfolio of British national newspapers 321
Appendix B: Conditions imposed by the OFT on future
price reductions of The Times 322
A TALE OF TWO WINE BRANDS 323
Introduction 323
The UK wine market 324
A tale of two wine brands - Jacob's Creek and Blue Nun 327
Questions for discussion 329
References 329
Relevant websites 329
BRICOL ENGINEERING LTD 331
The global motor industry in 2001 331
BriCol Engineering Ltd in 2001 332
One week later 337
BriCol Engineering Ltd in 2006 338
Questions for discussion 339
Relevant websites 340
CRISIS IN THE EUROPEAN AIRLINE INDUSTRY 341
Competition and deregulation 341
The entrance of low-cost airlines 342
Air transport demand and the World Trade Center bombing 343
Questions for discussion 343
References 344
Relevant websites 344
GOLDEN ARCH HOTELS 345
Part A (2001) 345
Food and hospitality 345
Arrival 346
Check-in 346
Your room 347
Mealtimes 347
xvi FULL CONTENTS
Other amenities 348
Questions for discussion 348
Part B (2006) 348
Park Inn - Zurich airport site 350
Park Inn - Lully site 350
Questions for discussion 350
Sources 351
Relevant websites 351
Note 351
MARKETING AUSTRALIA TO THE WORLD 353
The Australian international tourist industry in 2002 354
Overseeing the Australian tourism industry 355
The future for Australian tourism 357
Questions for discussion 358
References 358
Relevant websites 358
TROUBLE WITH THE CPC100 359
Introduction 359
The play 359
Questions for discussion 363
COCA-COLA: CHALLENGES TO GLOBAL GROWTH 365
Coca-Cola goes international 366
Global challenges 368
Corporate social responsibility (CSR) and Coca-Cola 369
Questions for discussion 373
References 373
¦S3BIES READINGS 375
INTERACTION, RELATIONSHIPS AND NETWORKS IN
BUSINESS MARKETS: AN EVOLVING PERSPECTIVE 377
REVISITING MARKETING'S LAWLIKE GENERALIZATIONS 389
RELATIONSHIP MARKETING: THE STRATEGY CONTINUUM 405
ANTIGLOBAL CHALLENGES TO MARKETING IN DEVELOPING
COUNTRIES: EXPLORING THE IDEOLOGICAL DIVIDE 410
VALUE-BASED MARKETING 441
Index 447
LIST OF FIGURES
2.1 A consolidated view of consumer
behaviour 21
2.2 Satisfying needs 23
2.3 Current view of our memory systems 24
2.4 Culture and consumer behaviour 26
2.5 A modern view of consumer
behaviour 30
2.6 Positioning map for eight different
restaurants 32
3.1 Organisational buying influences 45
3.2 The IMP interaction model 49
4.1 Demand function 58
4.2 Supply function 58
4.3 Demand and supply 59
4.4 A shift in demand 60
4.5 Elasticity of demand 62
5.1 Inflation 79
5.2 Exchange rate 80
5 3 Interest rates 82
5.4 The ageing population of Europe 84
5 5 The ageing population of the UK 85
5.6 A Malthusian model 87
5 7 Environmental priorities 90
6.1 Gap analysis 99
6.2 Experience effect 101
6.3 Economies of scale 101
6.4 SWOT analysis 102
6.5 Sales variance analysis 105
6.6 Discounted cash-flow analysis 107
7.1 Target segment selection 120
7.2 Generic positioning map 122
7.3 Product life cycle 123
7.4 BCG growth/share matrix 125
7.5 Ansoff growth vector matrix 130
7.6 Customer portfolio analysis 131
8.1 Business loyalty 150
8.2 Profit per customer effect 152
9.1 B2C e-marketing information and
communication technologies 164
9 2 Popular B2B e-marketmg ICTs 169
9.3 Website evaluation checklist 173
10.1 SERVQUAL: A multidimensional
scale to capture customer
: perceptions and expectations of
service quality 193
10.2 The Boeing 747-400ER seating plan 197
10 3 Pricing for airline seats 3-class
illustration 199
10 4 Relationship pyramid for a major
chanty 201
12 1 A process for case study analysis 231
C3 1 Breakeven analysis 269
C6 1 Shared responsibilities - healthcare
m the developing world 295
xvii
LIST OF TABLES
2.1 Typology of research models 29
3.1 Characteristics of business-to-
business markets 41
3.2 The buyclass framework 43
5.1 The ageing population 84
5.2 Environmental priorities 92
6.1 Sales variance analysis 105
6.2 Discounted cash-flow analysis
(using 10% discount rate) 108
7.1 British social grade categories
(National Readership Survey) 117
7.2 British social grade categories
(national statistics socioeconomic
classification) 118
7.3 Newspaper readership profiles (12
months to March 2006) 118
7.4 Calculating relative market share 126
7.5 Applying the BCG growth/share
matrix 134
8.1 Related terms to relationship
marketing 138
8.2 Ford's (1980) relationship life-cycle
model 141
8.3 Dwyer et al.'s (1987) relationship
development model 142
8.4 Four types of marketing 146
8.5 Five requirements for successful
relationship marketing 148
8.6 Customer loyalty - the customer
volume effect 151
8.7 Buyer preference as a basis for
business-to-business strategy 154
9.1 Examples of successful e-marketing
websites 163
9.2 Useful sources of e-consumer
psychographic data 166
xviii
10.1 Estimated GDP % composition by sector
for 15 selected countries (2005) 183
10.2 The extended marketing mix: retail
banking 189
10.3 Segmentation bases for service
providers 194
10.4 Revenue obtained from 3-class
seating arrangement 197
10.5 Revenue obtained from 4-class
seating arrangement 198
11.1 Total value of world merchandise
trade 1948-2005 206
11.2 Top 15 exporters and importers in
world merchandise trade, 2005 207
11.3 Comparison of export to GDP
ratios for seven countries (2005) 208
12.1 Providing constructive feedback
on a case study presentation 238
C1.1 British Telecommunications pic key
statistics 1993-97 245
C1.2 British Telecommunications pic
product analysis 1993-97 246
C1.3 MCI Communications Corporation 251
C1.4 Cable and Wireless 251
C2.1 BT Group selected indicators
2001/02-2005/06 255
C2.2 BT Group 'strategic partnerships'
2006 257
C3.1 UK ice cream market, volume and
value trends 1994-98 263
C3.2 Value sales of single impulse ice
cream by type 1996 and 1998 263
C3.3 Value sales of take-home ice cream
by type 1993 and 1995 264
C3.4 Manufacturers' shares of ice cream
1991, 1993 and 1995 264
C3.5 Key moments in the freezer
exclusivity controversy 267
C5.1 The UK mortgage market, 2005 283
C5.2 Mortgage lending statistics for
lending and affordability,
1995-2005 285
C5.3 Mortgage product market
summary 286
C5.4 Equity release market summary 287
C5.5 Buy-to-let mortgage market
summary 287
C6.1 Sales by therapeutic area 293
C6.2 Sales by geographic region 294
LIST OF TABLES xix
C7.1 UPS's three flows of commerce 305
C7.2 Seven UPS Online™ tools 306
C7.3 UPS strategy statement 307
C7.4 The FedEx family 309
C8.1 UK newspaper circulation, January
2001 to June 2001 315
C9.1 British consumption of alcoholic
drinks 325
C13.1 Australian international tourism 354
C14.1 Model CPC 100 compact office
photocopier: UK market 360 |
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