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    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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