MARKETING STRATEGY

ISBN-10: 0176414886
ISBN-13: 9780176414887
Edition: 1st
Author(s): YANNOPOULOS
Description: Marketing Strategy is intended for the capstone course in marketing. It focuses on strategic marketing decisions that managers working in small or large businesses need to make on a daily basis.
List price: $72.45
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List Price: $72.45
Edition: 1st
Publisher: NELSON
Weight: 2.398

Marketing Strategy is intended for the capstone course in marketing. It focuses on strategic marketing decisions that managers working in small or large businesses need to make on a daily basis.

Preface
About the Author
Case Grid
Strategic Marketing Planning and Market Orientation
Introduction
Marketing Strategy as a Means of Creating Customer Value
The Strategic Marketing Planning Process
Corporate Vision, Mission, and Goals
Corporate Strategy
Market Definition and Situational Analysis
Business-Level Strategy
Marketing Strategy Development
Implementation and Control
Competing on the Edge
Deliberate Versus Emergent Strategies
Strategic Marketing Planning in Market-Oriented Firms
Customer Orientation
Competitor Orientation
Interfunctional Coordination
Major Trends Affecting Marketing Strategy Formulation
Globalization
Marketing Convergence
Triple Bottom Line
Chapter Summary
Review and Discussion Questions
Critical Thinking and Application Questions
Notes
Appendix
Outline of a Marketing Plan
Defining and Assessing Markets
Introduction
Strategic Markets
Multidimensional Scope of Strategic Markets
Served Markets
Dynamic Nature of Markets
Assessing Market Attractiveness
Market Factors
Industry Factors
Methods for Defining Markets
Hierarchical Markets
Strategic Groups
NAICS System
Managerial Judgment
Substitution in Use
Brand Switching
Cross-Elasticity of Demand
Estimating Market Potential
Methods for Estimating Market Potential
Chapter Summary
Review and Discussion Questions
Critical Thinking and Application Questions
Notes
Situational Analysis and Strategic Approaches
Introduction
Situational Analysis
Internal Analysis
Strengths and Weaknesses
External Analysis
Opportunities and Threats
Developing the SWOT MatrixC
onstruction of the SWOT Matrix
Pitfalls of SWOT Analysis
Marketing Objectives
Collecting External Information
Competitor Analysis
Competitor Strengths and Weaknesses
Competitor Objectives and Strategies
Competitive Intelligence
Chapter Summary
Review and Discussion Questions
Critical Thinking and Application Questions
Notes
Competitive Advantage and Competitive Strategies
Introduction
The Resource-Based View of the Firm
Distinctive Competencies
Valuable Resources
Rare Resources
Imperfectly Imitable
Lack of Strategically Equivalent Resources
Complementary Assets
Dynamic Competencies
Competitive Advantage and Competitive Strategy
Porters Generic Strategies
Cost Leadership
Differentiation
Stuck in the Middle
Value Disciplines
Operational Excellence
Product Leadership
Customer Intimacy
Chapter Summary
Review and Discussion Questions
Critical Thinking and Application Questions
Notes
Market Segmentation and Target Marketing
Introduction
Market Segmentation as a Core Organizational Process
Selecting a Segmentation Basis
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting for New and Existing Products
Segmenting for New Products
Segmenting for Existing Products
Creativity in Market Segmentation
Evaluating Segment Attractiveness
Size and Growth
Profitability
Accessibility
Corporate Vision, Mission, and Goals
Competitive Intensity
Distinctive Competencies
Segment Interrelationships
The Segment Attractiveness-Company Capabilities Matrix
Target Marketing Strategies
Undifferentiated Strategy
Single-Segment Strategy
Multiple-Segment Strategy
Mass-Customization Strategy
Sequenced-Entry Strategy
Chapter Summary
Review and Discussion Questions
Critical Thinking and Application Questions
Notes
Strategic Positioning
Introduction
Defining Strategic Positioning
Strategic Positioning Versus Operational Effectiveness
Types of Strategic Positioning
Tangible Attribute Positioning
Intangible Attribute Positioning
The Strategic Positioning Process
Identify Direct and Indirect Competitors
Identify Determinant Attributes or Benefits
Determine Customers Perceptions
Select a P

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