Market based management: strategies for growing customer value and profitability
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
1997
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 424 S. graph. Darst. |
| ISBN: | 0131064851 |
Internformat
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 |
| 264 | 1 | |a Upper Saddle River, NJ |b Prentice Hall |c 1997 | |
| 300 | |a XXIII, 424 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-021761964 | ||
Datensatz im Suchindex
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|---|---|
| adam_text | Preface xix
Part I Market Orientation and Market-Based
Management 2
chapter 1 Market Orientation, Customer Satisfaction, / ~1 /
and Profitability W
chapter 2 Market-Based Management 29
Part II Market Analysis 56
chapter 3 Market Definition, Potential, and Demand 59
/ chapter 4 Customer Analysis and Value Creation 86 /¦
chapter 5 Market Segmentation and Segmentation
Strategies 115
chapter 6 Competitor Analysis and Competitive
Position 139
Part III Tactical Marketing Strategies 168
chapter 7 Product Positioning and Product Strategies 171
chapter 8 Market-Based Pricing and Pricing
Strategies 197
chapter 9 Marketing Channels and Sales Systems 220
chapter 10 Marketing Communications and Customer
Response 241
Part IV Strategic Market Planning 266
chapter 11 Offensive Marketing Strategies 269
chapter 12 Defensive Marketing Strategies 292
chapter 13 Global Marketing Strategies 311
Part V Market Planning, Implementation,
and Performance 338
chapter 14 Developing a Marketing Plan 341
chapter 15 Strategy Implementation and Performance
Metrics 366
chapter 16 Market-Based Strategies and Profitable
Growth 387
U
Preface xix
Part I Market Orientation and Market-Based
Management 2
chapter 1
MARKET ORIENTATION, CUSTOMER
SATISFACTION, AND PROFITABILITY 5
LONG-RUN AND SHORT-RUN BENEFITS 5
How to Underwhelm Customers and Shareholders 6
KEY FORCES THAT DRIVE PROFITABILITY 7
Market Attractiveness 7
Competitive Advantage 8
Market Orientation 8
MARKET ORIENTATION, CUSTOMER SATISFACTION,
AND PROFITABILITY 9 ,
Customer Satisfaction—A Key Market Performance Metric 11 )
A Wide-Angle View of Customer Satisfaction 1^
^Customer Dissatisfaction and Customer Exit / ^13
Ij Profit Impact of Customer Dissatisfaction 14
f Profit Impact of Customer Retention 17
The Lifetime Value of a Customer 18
BUILDING A MARKET ORIENTATION 20
Individual Market Orientation 21
MARKET-BASED MANAGEMENT SYSTEMS 23
MARKET-ORIENTED BUSINESS CULTURE 23
Summary 25
Marketing Logic and Strategic Thinking 26
References 27
chapter 2
MARKET-BASED MANAGEMENT 29
MARKET-BASED PERFORMANCE VS. FINANCIAL
STATEMENT PERFORMANCE 30
A Market-Based CommTech Strategy 31
MARKET-BASED MANAGEMENT 33
MARKET-BASED PERFORMANCE METRICS 33
In-Process vs. End-Result Market Metrics 35
In-Process Market Metrics 35
End-Result Market Metrics 36
MARKET-BASED ORGANIZATIONAL STRUCTURE 36
MARKET-LEVEL PROFITABILITY 39
uii
viii I c°ntents
MARKET-BASED MEASURES OF PROFITABILITY 42
NET MARKETING CONTRIBUTION 44
Net Marketing Contribution and Business Unit Profitability 45
PRODUCT-BASED VS. MARKET-BASED PROFITABILITY 46
MARKET-BASED STRATEGIES AND PROFITABLE GROWTH 48
Strategies to Grow Market Demand 49
Share Penetration Strategies 50
Strategies to Build Revenue per Customer 50
Lower Customer Cost Strategies 51
Strategies to Improve Marketing Efficiency 52
V MARKET STRATEGIES AND THE MARKETING MIX 52
•-*- Summary 53
Marketing Logic and Strategic Thinking 54
References 55
Part II Market Analysis 56
chapter 3
MARKET DEFINITION, POTENTIAL, AND
DEMAND 59
MARKET VISION AND MARKET DEFINITION 61
Market Vision and Market Opportunities 62
Vertical vs. Horizontal Market Opportunities 64
Strategic Market Definition 65
Served Market Definition 66
MARKET POTENTIAL 66
Untapped Market Opportunities 68
Product Awareness 68
Product Availability 68
Ability to Use Product 69
Benefit Deficiency 70
Product Cost/Affordability 70
Market Development Index 70
Market Potential and Market Growth 71
Accelerating Market Growth 72
Customer Characteristics 73
Product Positioning 73
Marketing Influences 74
MARKET DEMAND 74
Product Life Cycle 75
MARKET SHARE AND SHARE POTENTIAL 76
Market Share Index 77
Product Awareness 77
Product Attractiveness 78
Intentions to Buy 79
Product Availability 79
Product Purchase 79
Contents | j][
Market Share Potential and Share Impact 80
Market Share Potential 81
Share Development Index 82
Summary 83
Marketing Logic and Strategic Thinking 84
References 84
chapter 4
CUSTOMER ANALYSIS AND VALUE CREATION 86
CUSTOMER ANALYSIS AND CUSTOMER BENEFITS 86 j
Discovering Customer Benefits 87 j
A Day in the Life of a Customer 88
CUSTOMER BENEFITS AND VALUE CREATION 89 I
ECONOMIC BENEFITS AND VALUE CREATION 90
Sources of Economic Value 91
Acquisition Costs and Value Creation 91
Usage Costs and Value Creation 91 I
Maintenance Costs and Value Creation 93 !
Disposal Costs and Value Creation 93
Product Price and Value Creation 94 !
PERCEIVED BENEFITS AND VALUE CREATION 94
Product Benefits 94 i
Service Benefits 96
Brand/Company Benefits 97
Overall Customer Benefits 97 ~
Perceived Cost of Purchase 98 ,
Perceived Customer Value 99 /
EMOTIONAL BENEFITS AND VALUE CREATION 101 i
Psychological Needs and Value Creation 101 I
Personality Profile and Value Creation 102 ;
Personal Values and Value Creation 103
CUSTOMER TRADE-OFFS AND VALUE CREATION 105
Customer Sensitivity to Benefits and Price 106 j
Product Positioning and Customer Value 109
Customer Analysis and Customer Satisfaction 109
Summary 110 ;
Marketing Logic and Strategic Thinking 112
References 112
APPENDIX 4A—TRADE-OFF ANALYSIS COMPUTATIONS 114
chapter 5
MARKET SEGMENTATION AND SEGMENTATION
STRATEGIES 115
CUSTOMER NEEDS AND MARKET SEGMENTATION 115
Forces That Shape Customer Needs 116
Consumer Market Needs 117
Business-to-Business Market Needs 118
][ I Contents
The Demographic Trap 119
NEEDS-BASED MARKET SEGMENTATION 119
Needs-Based Market Segments 121
Segment Identification 121
Segment Attractiveness 123
Market Opportunity 123
Competitive Environment 124
Market Access 124
Market Attractiveness Index 124
Segment Probability and Selection 125
Segment Positioning Strategy 127
Segment Strategy Acid Test 129
Segment Strategy Implementation 130
SEGMENTATION STRATEGIES 131
Multisegment Strategies 131
Sequential Segment Strategies 134
Single-Segment Strategy 135
Niche Segment Strategies 135
Mass Customization—Database Marketing 136
Summary 136
Marketing Logic and Strategic Thinking 137
References 138
chapter 6
COMPETITOR ANALYSIS AND COMPETITIVE
POSITION 139
COMPETITION AND COMPETITIVE POSITION 139
COMPETITIVE ENVIRONMENT 140
Barriers to Entry 141
Barriers to Exit 142
Customer Buying Power 142
Supplier Power 143
Product Substitutes 143
Internal Rivalry 143
COMPETITOR ANALYSIS AND COMPETITIVE POSITION 145
Identifying Benchmark Competitors 145
Mapping Competitors and Competitive Position 145
Dimensions of Competitor Differentiation 147
Competitor Analysis 149
Competitive Benchmarking 151
COMPETITIVE POSITION AND COMPETITIVE ADVANTAGE 153
COST ADVANTAGE 154
Variable Cost Advantage 154
Marketing Cost Advantage 156
Operating Cost Advantage 157
DIFFERENTIATION ADVANTAGE 157
Contents | ][j
Differential Product Advantage 158
Differential Service Advantage 159
Brand Reputation Advantage 160
MARKETING ADVANTAGE 160
Channel Advantage 161
Sales Force Advantage 161
Marketing Communications 162
MARKET INPUTS TO STRATEGY DEVELOPMENT 162
Summary 164
Marketing Logic and Strategic Thinking 165
References 166
Part III Tactical Marketing Strategies 168
chapter 7
PRODUCT POSITIONING AND PRODUCT
STRATEGIES 171
TARGET MARKET AND PRODUCT POSITIONING 173
PRODUCT POSITIONING AND MARKET SHARE 174
PRODUCT MANAGEMENT STRATEGIES 175
PRODUCT POSITIONING AND DIFFERENTIATION 176
Low Price Position 176
Product Differentiation 177
Packaging and Product Differentiation 179
Service Differentiation 180
Brand Differentiation 180
Building Brand Names 182
PRODUCT LINE POSITIONING 183
Product Line Development 183
Product Line Extensions 184
Product Bundling 186
Unbundling Product Strategies 187
NEW PRODUCT DEVELOPMENT 188
New Product Development Process 189
Cross-Functional Teams 192
Summary 193
Marketing Logic and Strategic Thinking 194
References 195
chapter 8
MARKET-BASED PRICING AND PRICING
STRATEGIES 197
MARKET-BASED VS. COST-BASED PRICING 197
Market-Based Pricing 200
Economic Value-Based Pricing 200
Perceived Customer Value 201
Market-Based Segment Pricing 202
xii I c°ntents
Cost-Based Pricing Strategies 203
Cost-Based Pricing in Commodity Markets 203
Competitive Bid Cost-Based Pricing 203
REFERENCE PRICE AND PRICE STRATEGY 204
PRICE ELASTICITY AND MARKET GROWTH 206
Product Line Pricing 207
Pricing Substitute Products 207
Pricing Complementary Products 207
Profit Impact of Product Line Pricing Strategies 207
Promotional Pricing 210
Consumer Forward Buying 211
Retailer Forward Buying 212
NEW PRODUCT P RICING 213
Skim Pricing 213
Penetration Pricing 214
PRICING STRATEGIES AND BREAKEVEN ANALYSIS 215
Breakeven Volume 215
Breakeven Market Share 216
Summary 217
Marketing Logic and Strategic Thinking 218
References 219
chapter 9
MARKETING CHANNELS AND SALES
SYSTEMS 220
MARKETING SYSTEMS 221
ALTERNATIVE MARKETING SYSTEMS 222
Direct Marketing Systems 222
Indirect Marketing Systems 223
Mixed Marketing Systems 224
Consumer Marketing Systems 225
Business-to-Business Marketing Systems 227
MARKETING SYSTEMS THAT BUILD CUSTOMER
VALUE 229
Product Benefits 229
Service Benefits 230
Image Benefits 230
Relationship Marketing 231
Transactions Costs 232
Cost Efficiency 232
MARKETING SYSTEMS AND COMPETITIVE ADVANTAGE 234
Sales Force Advantage 234
Sales Productivity 235
Distribution Advantage 235
PROFIT IMPACT OF ALTERNATIVE MARKETING
SYSTEMS 236
Contents I VJjj
B 111 11
What Is an Alternative Marketing System Worth? 237
Summary 238
Marketing Logic and Strategic Thinking 239
References 240
chapter 10
MARKETING COMMUNICATIONS AND CUSTOMER
RESPONSE 241
MARKETING COMMUNICATIONS AND CUSTOMER
i RESPONSE 243
Marketing Communications Strategies to Increase Customer
Response 244
BUILDING CUSTOMER AWARENESS AND COMPREHENSION 246
Media Selection and Customer Awareness 246
Message Frequency and Customer Awareness 247
Ad Copy and Customer Awareness 249
MESSAGE REINFORCEMENT 250
Message Reinforcement and Pulsing 250
Heavy-Up Message Frequency 250
STIMULATING CUSTOMER ACTION 251
Push vs. Pull Communications Strategies 252
PULL COMMUNICATIONS AND CUSTOMER RESPONSE 253
Media Advertising and Customer Persuasion 254
Customer Response Index 254
Advertising Elasticity 255
Advertising Carryover Effects 255
Direct Marketing Promotions 256
Promotional Price Elasticity 258
PUSH COMMUNICATIONS AND CUSTOMER RESPONSE 259
Indirect Promotions and Customer Response 260
Forward Buying and Customer Response 261
Market Infrastructure and Push Communications 262
Summary 263
Marketing Logic and Strategic Thinking 264
References 265
Part IV Strategic Market Planning 266
chapter 11
OFFENSIVE MARKETING STRATEGIES 269
STRATEGIC MARKET PLANNING 269
Strategic Market Planning and Performance Objectives 271
STRATEGIC MARKET PLANNING MODELS 272
Growth-Share Strategic Planning Matrix 272
Multi-Factor Strategic Planning Models 273
OFFENSIVE MARKETING STRATEGIES 275
xiv I c°ntents
Offensive Strategies—Existing Markets/Existing Customers 275
Strategies to Penetrate Markets 276
Share Potential and Market Share Penetration 276
Market Share Change and Share Gain Strategies 277
Strategies to Grow Customer Revenue 279
OFFENSIVE STRATEGIES—EXISTING MARKETS/NEW
CUSTOMERS 280
Strategies to Grow Market Demand 280
Strategies to Enter New Customer Segments 281
OFFENSIVE STRATEGIES—NEW MARKETS/EXISTING
CUSTOMERS 282
Related New Market Entry Strategies 283
Diversified New Market Entry Growth Strategies 283
OFFENSIVE STRATEGIES—NEW MARKETS/NEW CUSTOMERS 285
Strategies to Grow Emerging Market Demand 285
Develop Untapped New Market Potential 286
EVALUATING ALTERNATIVE OFFENSIVE MARKETING
STRATEGIES 287
Summary 288
Marketing Logic and Strategic Thinking 289
References 290
chapter 12
DEFENSIVE MARKETING STRATEGIES 292
DEFENSIVE MARKETING STRATEGIES 292
PROTECT AND HOLD—EXISTING MARKET POSITIONS 295
Protecting a Share Leadership Position 296
Holding Share in Growth Markets 297
Protecting a High-Share Position 297
Protecting a Follower Share Position 298
Protecting a Niche Share Position 299
REDUCE MARKET FOCUS STRATEGIES 302
STRATEGIES TO EXIT MARKET POSITIONS 303
Harvest Marketing Strategies 303
Divest Marketing Strategies 304
SELECTING A DEFENSIVE MARKETING STRATEGY 306
Summary 308
Marketing Logic and Strategic Thinking 309
References 309
chapter 13
GLOBAL MARKETING STRATEGIES 311
A GLOBAL MARKET ORIENTATION 311
International Market Growth Opportunities 312
Global Market Demand vs. Global Market Potential 312
Contents | ](y
International Market Diversification 315
Reduced Market Dependence 315
Offsetting Conditions 315
Global Competitiveness 317
Learning to Compete Globally 317
Defending Domestic Markets 317
Global Sourcing 318
BARRIERS TO GLOBAL MARKET ENTRY 318
Political Risk and Market Entry 318
Economic Risk and Market Entry 319
Business Risk and Market Entry 319
GLOBAL CUSTOMERS AND MARKET SEGMENTS 320
GLOBAL VS. INTERNATIONAL MARKETING STRATEGIES 321
Global Product Standardization vs. Adaptation 322
Global Marketing Communications 323
INTERNATIONAL MARKETING SYSTEMS 325
Export and Import Marketing Systems 325
Global Intermediaries 326
Global OEMs and Value-Added Resellers 326
Global Partners 328
International Market-Based Pricing 330
PROFIT IMPACT OF INTERNATIONAL MARKETING
STRATEGIES 332
Summary 333
Marketing Logic and Strategic Thinking 335
References 335
Part V Market Planning, Implementation, and
Performance 338
chapter 14
DEVELOPING A MARKETING PLAN 341
MARKETING PLANS 341
Performance Objectives 342
The Benefits of a Good Marketing Plan 343
Identify Market Opportunities and Threats 343
Leverage Asset Utilization and Core Capabilities 344
Focused Marketing Strategy 344
Resource Allocation 344
Market Productivity 345
Performance Roadmap 345
DEVELOPING A MARKETING PLAN—PROCESS AND LOGIC 346
DEVELOPING A MARKETING PLAN—STEPS AND STRUCTURE 348
VUJ I Contents
Step I—Strategic Market Objective 348
Multifactor Index of Attractiveness and Position 348
Indexing Market Attractiveness 349
Indexing Competitive Position 350
Market Portfolio and Strategic Market Objectives 351
Step II—Situation Analysis 352
Step III—Key Performance Issues 355
Step IV—Marketing Strategy Development 357
Step V—Resource Allocation and Marketing Budget 358
Step VI—Performance Metrics and Impact of Marketing Plans 359
Step VII—Performance Gap 360
Summary 362
Marketing Logic and Strategic Thinking 363
References 364
chapter 15
STRATEGY IMPLEMENTATION AND PERFORMANCE
METRICS 366
FORCES THAT SHAPE SUCCESSFUL STRATEGY
IMPLEMENTATION 367
Ownership of the Marketing Plan 368
Detailed Action Plans 368
Champion and Ownership Team 369
Compensation 369
Management Involvement 369
Supporting the Marketing Plan 369
Time to Succeed 369
Resource Allocation 370
Communication 370
Skills 371
Adaptive Marketing Planning 371
Continuous Improvement 372
Feedback Measurements 372
Persistence 373
Corrective Roll-Out 373
Assessing Marketing Plan Implementation 373
MARKET METRICS AND FINANCIAL PERFORMANCE 374
PROCESS VS. END-RESULT MARKET METRICS 377
Process Market Metrics 377
End-Result Market Metrics 378
VARIANCE DECOMPOSITION OF MARKET PLAN
PERFORMANCE 380
Summary 384
Marketing Logic and Strategic Thinking 385
References 385
Contents | ][yjj
chapter 16
MARKET-BASED STRATEGIES AND PROFITABLE
GROWTH 387
MARKET-BASED MANAGEMENT AND PROFITABLE
GROWTH 387
Customers, Products, and Assets 388
Measures of Profitability 388
HOW MARKETING STRATEGIES IMPACT PROFITABILITY 390
I Customer Volume 390
Margin per Customer 391
Total Contribution 392
Net Marketing Contribution 392
Net Profit 393
HOW MARKETING STRATEGIES IMPACT ASSETS 394
Investment in Accounts Receivable 394
Investment in Inventory 395
Investment in Fixed Assets 396
MARKET-BASED MANAGEMENT AND SHAREHOLDER VALUE 398
Financial Performance and Shareholder Value 398
CFROI AND SHAREHOLDER VALUE 401
MARKETING STRATEGIES TO GROW SHAREHOLDER VALUE 404
Customer Retention and Shareholder Value 405
Investing in a Marketing Strategy to Hold Market Share 406
Improving Marketing Efficiency and Shareholder Value 409
MARKET-BASED MANAGEMENT 410
Summary 411 -A
Marketing Logic and Strategic Thinking 412
References 413
Postlogue 414
Acknowledgment of Illustrations 415
Index 417
|
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| id | DE-604.BV026177100 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T23:06:38Z |
| institution | BVB |
| isbn | 0131064851 |
| language | Undetermined |
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| physical | XXIII, 424 S. graph. Darst. |
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| spelling | Best, Roger J. Verfasser aut Market based management strategies for growing customer value and profitability Roger J. Best Upper Saddle River, NJ Prentice Hall 1997 XXIII, 424 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021761964&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 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 | Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021761964&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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