Strategic marketing: an introduction
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2008
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 335 S. graph. Darst. |
| ISBN: | 0415458161 041545817x 9780415458160 9780415458177 |
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| adam_text | Contents
List of illustrations vii
Preface xi
1 Marketing strategy: introduction and overview 1
2 Portfolio analysis 21
3 Analysis of the business enterprise 42
4 Industry analysis 67
5 Market analysis 85
6 Analysing competition 109
7 Analysing the business environment 128
8 Analysing the customer in the market place 148
9 Sustainable competitive advantage and generic strategies 173
10 Segmentation, targeting and positioning 190
11 Marketing mix strategy 220
12 Growth strategies: product-market expansion 246
13 Facilitating the implementation of strategies 281
14 Marketing planning and implementing marketing strategy 300
Bibliography 317
Further reading 323
Index 331
Illustrations
FIGURES
1.1 Factors impacting on marketing strategy 2
1.2 Elements of Porter s wheel of competitive strategy 14
2.1 The product life cycle 22
2.2 The BCG product portfolio matrix 26
2.3 Plotted Boston matrix 27
2.4 The product life cycle portfolio matrix 30
2.5 The GE/McKinsey matrix 31
2.6 The directional policy matrix (1) 32
2.7 The directional policy matrix (2) 34
3.1 Matching strategy with resources 43
3.2 Strategy selection and marketing competencies 44
3.3 The balanced scorecard 48
4.1 Industry life cycle 68
4.2 Ways of revitalizing markets 73
4.3 Strategies for declining or stagnant industries 75
4.4 Formulating strategy 77
4.5 SPACE analysis (1) 79
4.6 SPACE analysis (2) 81
5.1 Market analysis 86
5.2 Response sales: whole model, actual by predicted plot 96
5.3 Residual by predicted plot 97
5.4 A simple systems dynamics model of population movement over time 98
6.1 Forces of competition (1) 110
6.2 Forces of competition (2) 114
7.1 The marketing environment 130
7.2 Effects of booms and slumps in the economy 134
7.3 Rate of technological change 135
8.1 Complex buying decision 151
8.2 Factors influencing consumer behaviour 154
8.3 Roles in the purchase decision-making process 157
8.4 Stages in the marketing research process 168
VII
ILLUSTRATIONS
9.1 Sources of competitive advantage (1) 177
9.2 Sources of competitive advantage (2) 178
10.1 Requirements of a market segment 192
10.2 Perceptual map of cost and convenience of travel arrangements when spending
a holiday 211
11.1 Types of sales promotions 239
12.1 Ansoff matrix 246
12.2 Six phases of the new product development programme 254
12.3 Conceptualizing new product development 257
12.4 The grand strategy matrix 269
12.5 Cost benefit analysis 274
13.1 Reasons for customer defection 286
13.2 The ladder leading to customer relationship profitability 288
14.1 Classical gap analysis 303
TABLES
2.1 ACME (A) 37-8
2.2 ACME(B) 38-41
4.1 The BCG competitive advantage matrix 82
5.1 Quarterly data on shipments of a particular commodity 92
5.2 Dummy variables and multiple regression analysis 92
5.3 Car sales data 95
5.4 Response sales 96
5.5 Sales model 99
5.6 Part-time MBA courses 108
6.1 Porter competition forces 126
10.1 Perceptual mapping example 209-10
10.2 COM UN s messaging solutions 218
12.1 Morphological analysis example 256
12.2 Projected net cash flows for two projects (payback period) 271
12.3 Average rate of return method 272
12.4 Minimum acceptable discount factor 273
12.5 New product evaluation 277
12.6 Cost benefit analysis: vertical integration 279
14.1 Product line widgets 306
14.2 Marketing objectives 307
EXHIBITS
1.1 Selected stakeholders interests for an NHS organization 4
1.2 Stakeholders for a pharmaceutical company 5
VIII
ILLUSTRATIONS
1.3 Pest factors relating to the personal computer market 6
1.4 Pest factors at work in the insurance industry 7
1.5 Market orientaton versus product orientation 9
2.1 Swansea Engineering: difficulties in using the product life cycle concept 23
2.2 Assessing market growth rate and market share positions in six different segments 28
2.3 ADL matrix 35
3.1 Key performance indicators for the balanced scorecard 50
3.2 Product and service quality 54
3.3 Reverse engineering 55
3.4 Ronex industries: overcoming mindset 60
3.5 Ford Model*T : the mindset of Henry Ford 61
3.6 Blocks to creativity in organizations 63
3.7 Quietsleep Corporation: creativity in action 64
4.1 Characteristics of emerging industries 69
4.2 Characteristics of maturing industries 71
6.1 Customer power in the aerospace industry 111
7.1 Cross-impact matrix 141
7.2 The TOWS matrix (1) 142
7.3 SWOT analysis and the TOWS matrix 143
7.4 The TOWS matrix (2) 144
8.1 Why it is important to understand the major factors influencing consumer behaviour 148
8.2 Stages in the family life cycle and associated behavioural buying patterns 158
8.3 Customer market research 165
9.1 NEC s use of core competencies 175
9.2 Sources of competitive advantage 176
10.1 Generic positioning 199
10.2 Semantic differential 202
10.3 Semantic differential profile 202
10.4 Correspondence analysis method 203-4
10.5 MDPREF method 205
10.6 Rank-ordered data method 206
10.7 Average rankings: PREFMAP method 207
10.8 Attribute rating: profit method 208
12.1 Generic strategies based on Ansoff matrix 247
12.2 What is a new product? 251
12.3 Strategic planning 254
12.4 Dual drivers 254
12.5 Concept generation: problem-based ideation 255
12.6 Creativity techniques for obtaining new product ideas 255
12.7 Scenario analysis 256
12.8 A-T-R model 260
12.9 Concept testing 261
12.10 Techniques for obtaining speed in new product development 262
12.11 Entry strategies 266
IX
ILLUSTRATIONS
12.12 Integrative growth strategies 267
12.13 Egan s extension of the Ansoff matrix 268
13.1 Conditions which facilitate partnership 285
13.2 Building relationships with the customer in the NHS 291
13.3 Ormsby Motors 293
13.4 Internal marketing in practice: an overview of some of the methods that can
be adopted 296-7
14.1 Hierarchy of planning objectives 301
14.2 Marketing and corporate strategies 304
14.3 Marketing plan outline: an alternative 309
|
| adam_txt |
Contents
List of illustrations vii
Preface xi
1 Marketing strategy: introduction and overview 1
2 Portfolio analysis 21
3 Analysis of the business enterprise 42
4 Industry analysis 67
5 Market analysis 85
6 Analysing competition 109
7 Analysing the business environment 128
8 Analysing the customer in the market place 148
9 Sustainable competitive advantage and generic strategies 173
10 Segmentation, targeting and positioning 190
11 Marketing mix strategy 220
12 Growth strategies: product-market expansion 246
13 Facilitating the implementation of strategies 281
14 Marketing planning and implementing marketing strategy 300
Bibliography 317
Further reading 323
Index 331
Illustrations
FIGURES
1.1 Factors impacting on marketing strategy 2
1.2 Elements of Porter's wheel of competitive strategy 14
2.1 The product life cycle 22
2.2 The BCG product portfolio matrix 26
2.3 Plotted Boston matrix 27
2.4 The product life cycle portfolio matrix 30
2.5 The GE/McKinsey matrix 31
2.6 The directional policy matrix (1) 32
2.7 The directional policy matrix (2) 34
3.1 Matching strategy with resources 43
3.2 Strategy selection and marketing competencies 44
3.3 The balanced scorecard 48
4.1 Industry life cycle 68
4.2 Ways of revitalizing markets 73
4.3 Strategies for declining or stagnant industries 75
4.4 Formulating strategy 77
4.5 SPACE analysis (1) 79
4.6 SPACE analysis (2) 81
5.1 Market analysis 86
5.2 Response sales: whole model, actual by predicted plot 96
5.3 Residual by predicted plot 97
5.4 A simple systems dynamics model of population movement over time 98
6.1 Forces of competition (1) 110
6.2 Forces of competition (2) 114
7.1 The marketing environment 130
7.2 Effects of booms and slumps in the economy 134
7.3 Rate of technological change 135
8.1 Complex buying decision 151
8.2 Factors influencing consumer behaviour 154
8.3 Roles in the purchase decision-making process 157
8.4 Stages in the marketing research process 168
VII
ILLUSTRATIONS
9.1 Sources of competitive advantage (1) 177
9.2 Sources of competitive advantage (2) 178
10.1 Requirements of a market segment 192
10.2 Perceptual map of cost and convenience of travel arrangements when spending
a holiday 211
11.1 Types of sales promotions 239
12.1 Ansoff matrix 246
12.2 Six phases of the new product development programme 254
12.3 Conceptualizing new product development 257
12.4 The grand strategy matrix 269
12.5 Cost benefit analysis 274
13.1 Reasons for customer defection 286
13.2 The ladder leading to customer relationship profitability 288
14.1 Classical gap analysis 303
TABLES
2.1 ACME (A) 37-8
2.2 ACME(B) 38-41
4.1 The BCG competitive advantage matrix 82
5.1 Quarterly data on shipments of a particular commodity 92
5.2 Dummy variables and multiple regression analysis 92
5.3 Car sales data 95
5.4 Response sales 96
5.5 Sales model 99
5.6 Part-time MBA courses 108
6.1 Porter competition forces 126
10.1 Perceptual mapping example 209-10
10.2 COM UN's messaging solutions 218
12.1 Morphological analysis example 256
12.2 Projected net cash flows for two projects (payback period) 271
12.3 Average rate of return method 272
12.4 Minimum acceptable discount factor 273
12.5 New product evaluation 277
12.6 Cost benefit analysis: vertical integration 279
14.1 Product line widgets 306
14.2 Marketing objectives 307
EXHIBITS
1.1 Selected stakeholders' interests for an NHS organization 4
1.2 Stakeholders for a pharmaceutical company 5
VIII
ILLUSTRATIONS
1.3 Pest factors relating to the personal computer market 6
1.4 Pest factors at work in the insurance industry 7
1.5 Market orientaton versus product orientation 9
2.1 Swansea Engineering: difficulties in using the product life cycle concept 23
2.2 Assessing market growth rate and market share positions in six different segments 28
2.3 ADL matrix 35
3.1 Key performance indicators for the balanced scorecard 50
3.2 Product and service quality 54
3.3 Reverse engineering 55
3.4 Ronex industries: overcoming mindset 60
3.5 Ford Model*T': the mindset of Henry Ford 61
3.6 Blocks to creativity in organizations 63
3.7 Quietsleep Corporation: creativity in action 64
4.1 Characteristics of emerging industries 69
4.2 Characteristics of maturing industries 71
6.1 Customer power in the aerospace industry 111
7.1 Cross-impact matrix 141
7.2 The TOWS matrix (1) 142
7.3 SWOT analysis and the TOWS matrix 143
7.4 The TOWS matrix (2) 144
8.1 Why it is important to understand the major factors influencing consumer behaviour 148
8.2 Stages in the family life cycle and associated behavioural buying patterns 158
8.3 Customer market research 165
9.1 NEC's use of core competencies 175
9.2 Sources of competitive advantage 176
10.1 Generic positioning 199
10.2 Semantic differential 202
10.3 Semantic differential profile 202
10.4 Correspondence analysis method 203-4
10.5 MDPREF method 205
10.6 Rank-ordered data method 206
10.7 Average rankings: PREFMAP method 207
10.8 Attribute rating: profit method 208
12.1 Generic strategies based on Ansoff matrix 247
12.2 What is a new product? 251
12.3 Strategic planning 254
12.4 Dual drivers 254
12.5 Concept generation: problem-based ideation 255
12.6 Creativity techniques for obtaining new product ideas 255
12.7 Scenario analysis 256
12.8 A-T-R model 260
12.9 Concept testing 261
12.10 Techniques for obtaining speed in new product development 262
12.11 Entry strategies 266
IX
ILLUSTRATIONS
12.12 Integrative growth strategies 267
12.13 Egan's extension of the Ansoff matrix 268
13.1 Conditions which facilitate partnership 285
13.2 Building relationships with the customer in the NHS 291
13.3 Ormsby Motors 293
13.4 Internal marketing in practice: an overview of some of the methods that can
be adopted 296-7
14.1 Hierarchy of planning objectives 301
14.2 Marketing and corporate strategies 304
14.3 Marketing plan outline: an alternative 309 |
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| indexdate | 2024-07-09T21:17:57Z |
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| spelling | Proctor, Tony Verfasser aut Strategic marketing an introduction Tony Proctor 2. ed. London [u.a.] Routledge 2008 XII, 335 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Decision making Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016590311&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Proctor, Tony Strategic marketing an introduction Marketing Decision making Marketing Management Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
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| title | Strategic marketing an introduction |
| title_auth | Strategic marketing an introduction |
| title_exact_search | Strategic marketing an introduction |
| title_exact_search_txtP | Strategic marketing an introduction |
| title_full | Strategic marketing an introduction Tony Proctor |
| title_fullStr | Strategic marketing an introduction Tony Proctor |
| title_full_unstemmed | Strategic marketing an introduction Tony Proctor |
| title_short | Strategic marketing |
| title_sort | strategic marketing an introduction |
| title_sub | an introduction |
| topic | Marketing Decision making Marketing Management Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing Decision making Marketing Management Marketing Strategisches Management Einführung |
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