Marketing Strategy

Name: Marketing Strategy
Price: 29.33 USD
Availability: InStock
ISBN: 9780030321030

ISBN-10: 0030321034

ISBN-13: 9780030321030

Edition: 2nd 2002

Authors: O. C. Ferrell, Michael D. Hartline, George Lucas

List price: $84.95

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Book details

List price: $84.95
Edition: 2nd
Copyright year: 2002
Publisher: Dryden Press
Binding: Paperback
Pages: 384
Size: 7.87" wide x 9.84" long
Weight: 2.2
Language: English

As a graduate of the prestigious Cinema Studies program of the University of Southern California, George Lucas represents the movie-educated generation of American filmmakers, which emerged in the 1970's, including Francis Ford Coppola, Steven Spielberg, Martin Scorsese, and Brian DePalma. Lucas's award-winning 20-minute student science fiction film, "THX-1138," and a student fellowship to work with Coppola, launched a career of unprecedented financial success. Backed by Coppola, he made a feature-length version of "THX-1138" (1971), then gained wide recognition with the release of "American Graffiti" (1973), a look at high school in 1962 whose rock-and-roll soundtrack set off a wave of…

Marketing in Today's Economy	p. 1
Introduction	p. 1
The Challenges and Opportunities of Marketing in Today's Economy	p. 3
Basic Marketing Concepts	p. 7
What Is a Market?	p. 8
What Is Exchange?	p. 9
What Is a Product?	p. 11
Major Marketing Activities and Decisions	p. 14
Strategic Planning	p. 14
Social Responsibility and Ethics	p. 15
Research and Analysis	p. 16
Developing Competitive Advantage	p. 16
Marketing Strategy Decisions	p. 17
Implementation and Control	p. 21
Developing and Maintaining Customer Relationships	p. 21
Taking on the Challenges of Marketing Strategy	p. 22
Lessons from Chapter 1	p. 25
Questions for Discussion	p. 27
Exercises	p. 27
Strategic Marketing Planning	p. 29
Introduction	p. 29
The Strategic Planning Process	p. 30
Organizational Mission Versus Organizational Vision	p. 32
Corporate or Business-Unit Strategy	p. 36
Functional Goals and Objectives	p. 37
Functional Strategy	p. 38
Implementation	p. 38
Evaluation and Control	p. 38
The Marketing Plan	p. 39
Marketing Plan Structure	p. 40
Using the Marketing Plan Structure	p. 46
Purposes and Significance of the Marketing Plan	p. 48
Organizational Aspects of the Marketing Plan	p. 48
Maintaining Customer Focus and Balance in Strategic Planning	p. 49
Customer-Focused Planning	p. 49
Balanced Strategic Planning	p. 52
Lessons from Chapter 2	p. 54
Questions for Discussion	p. 57
Exercises	p. 57
Marketing Ethics and Social Responsibility in Strategic Planning	p. 59
Introduction	p. 59
The Role of Ethics and Social Responsibility in Marketing Strategy	p. 61
Dimensions of Social Responsibility	p. 61
Marketing Ethics and Strategy	p. 64
The Challenges of Being Ethical and Socially Responsible	p. 68
Deceptive Practices In Marketing	p. 69
Deceptive Communication and Promotion	p. 70
Regulating Deceptive Marketing Practices	p. 71
Organizational Determinants of Marketing Ethics and Social Responsibility	p. 72
Codes of Conduct	p. 73
Marketing Ethics and Leadership	p. 76
Stakeholders, Market Orientation, and Marketing Performance	p. 76
Market Orientation	p. 77
Stakeholder Orientation	p. 77
Marketing Performance	p. 78
Incorporating Ethics and Social Responsibility into Strategic Planning	p. 79
Lessons from Chapter 3	p. 80
Questions for Discussion	p. 84
Exercises	p. 84
Collecting and Analyzing Marketing Information	p. 85
Introduction	p. 85
Conducting a Situation Analysis	p. 86
Analysis Alone Is Not a Solution	p. 87
Data Are Not the Same as Information	p. 87
The Benefits of Analysis Must Outweigh the Costs	p. 88
Conducting a Situation Analysis Is a Challenging Exercise	p. 88
The Internal Environment	p. 90
Review of Current Objectives, Strategy, and Performance	p. 91
Availability of Resources	p. 91
Organizational Culture and Structure	p. 92
The Customer Environment	p. 92
Who Are Our Current and Potential Customers?	p. 93
What Do Customers Do with Our Products?	p. 93
Where Do Customers Purchase Our Products?	p. 95
When Do Customers Purchase Our Products?	p. 96
Why (and How) Do Customers Select Our Products?	p. 96
Why Do Potential Customers Not Purchase Our Products?	p. 97
The External Environment	p. 98
Competition	p. 98
Economic Growth and Stability	p. 102
Political Trends	p. 103
Legal and Regulatory Issues	p. 103
Technological Advancements	p. 104
Sociocultural Trends	p. 105
Collecting Marketing Data and Information	p. 107
Secondary Information Sources	p. 108
Primary Data Collection	p. 111
Overcoming Problems in Data Collection	p. 113
Lessons from Chapter 4	p. 114
Questions for Discussion	p. 115
Exercises	p. 116
Developing Competitive Advantage and Strategic Focus	p. 117
Introduction	p. 117
Making SWOT Analysis Productive	p. 119
Stay Focused	p. 120
Search Extensively for Competitors	p. 121
Collaborate with Other Functional Areas	p. 122
Examine Issues from the Customers' Perspective	p. 122
Look for Causes, Not Characteristics	p. 123
Separate Internal Issues from External Issues	p. 125
SWOT-Driven Strategic Planning	p. 125
Strengths and Weaknesses	p. 126
Opportunities and Threats	p. 127
The SWOT Matrix	p. 128
Developing and Leveraging Competitive Advantages	p. 131
Establishing a Strategic Focus	p. 134
Developing Marketing Goals and Objectives	p. 137
Developing Marketing Goals	p. 139
Developing Marketing Objectives	p. 140
Moving Beyond Goals and Objectives	p. 143
Lessons from Chapter 5	p. 144
Questions for Discussion	p. 146
Exercises	p. 147
Customers, Segmentation, and Target Marketing	p. 148
Introduction	p. 148
Buyer Behavior in Consumer Markets	p. 150
The Consumer Buying Process	p. 150
Factors That Affect the Consumer Buying Process	p. 156
Buyer Behavior in Business Markets	p. 159
Unique Characteristics of Business Markets	p. 160
The Business Buying Process	p. 161
Market Segmentation	p. 163
Traditional Market Segmentation Approaches	p. 164
Individualized Segmentation Approaches	p. 166
Criteria for Successful Segmentation	p. 168
Identifying Market Segments	p. 169
Segmenting Consumer Markets	p. 170
Segmenting Business Markets	p. 175
Target-Marketing Strategies	p. 177
Lessons from Chapter 6	p. 179
Questions for Discussion	p. 184
Exercises	p. 185
Product Strategy	p. 186
Introduction	p. 186
The Product Portfolio	p. 188
The Challenges of Service Products	p. 191
New Product Development	p. 193
Branding Strategy	p. 196
Strategic Issues in Branding Strategy	p. 196
Packaging and Labeling	p. 201
Differentiating and Positioning the Product Offering	p. 202
Differentiation Strategies	p. 204
Positioning Strategies	p. 206
Managing Products and Brands Over Time	p. 208
Development Stage	p. 209
Introduction Stage	p. 210
Growth Stage	p. 211
Maturity Stage	p. 212
Decline Stage	p. 214
Lessons from Chapter 7	p. 216
Questions for Discussion	p. 219
Exercises	p. 220
Pricing Strategy	p. 221
Introduction	p. 221
The Role of Pricing in Marketing Strategy	p. 223
The Seller's Perspective on Pricing	p. 223
The Buyer's Perspective on Pricing	p. 225
A Shift in the Balance of Power	p. 226
The Relationship Between Price and Revenue	p. 226
Key Issues in Pricing Strategy	p. 227
Pricing Objectives	p. 228
Supply and Demand	p. 228
The Firm's Cost Structure	p. 229
Competition and Industry Structure	p. 230
Stage of the Product Life Cycle	p. 231
Pricing Service Products	p. 232
Price Elasticity of Demand	p. 234
Situations That Increase Price Sensitivity	p. 235
Situations That Decrease Price Sensitivity	p. 236
Pricing Strategies	p. 238
Base-Pricing Strategies	p. 238
Adjusting Prices in Consumer Markets	p. 242
Adjusting Prices in Business Markets	p. 244
Fixed Versus Dynamic Pricing	p. 245
Legal and Ethical Issues in Pricing	p. 247
Price Discrimination	p. 247
Price Fixing	p. 248
Predatory Pricing	p. 248
Deceptive Pricing	p. 248
Lessons from Chapter 8	p. 249
Questions for Discussion	p. 253
Exercises	p. 254
Distribution and Supply Chain Management	p. 255
Introduction	p. 255
Distribution and Supply Chain Concepts	p. 257
Marketing Channel Functions	p. 258
Channel Effectiveness and Efficiency	p. 260
Strategic Issues in Distribution and Supply Chain Management	p. 261
Marketing Channel Structure	p. 261
Channel Integration	p. 263
Creating and Enhancing Value in the Supply Chain	p. 264
Conflict and Collaboration in the Supply Chain	p. 265
The Basis of Conflict in the Supply Chain	p. 265
Collaborative Supply Chains	p. 267
Trends in Marketing Channels	p. 270
Advancing Technology	p. 270
Shifting Power in the Channel	p. 270
Outsourcing Channel Functions	p. 272
The Growth of Direct Distribution and Nonstore Retailing	p. 273
The Growth of Dual Distribution	p. 275
Legal and Ethical Issues in the Supply Chain	p. 275
Dual Distribution	p. 275
Exclusive Channel Arrangements	p. 276
Tying Arrangements	p. 276
Counterfeit Products	p. 277
Lessons from Chapter 9	p. 277
Questions for Discussion	p. 280
Exercises	p. 281
Integrated Marketing Communications	p. 282
Introduction	p. 282
Strategic Issues in Integrated Marketing Communications	p. 284
Advertising	p. 286
Types of Advertising	p. 288
Determining the Advertising Budget	p. 291
Evaluating Advertising Effectiveness	p. 292
Public Relations	p. 294
Public Relations Methods	p. 295
Negative Public Relations	p. 296
Personal Selling and Sales Management	p. 298
The Sales Management Process	p. 299
The Impact of Technology on Personal Selling	p. 302
Sales Promotion	p. 303
Sales Promotion in Consumer Markets	p. 304
Sales Promotion in Business Markets	p. 306
Lessons from Chapter 10	p. 307
Questions for Discussion	p. 310
Exercises	p. 310
Marketing Implementation and Control	p. 311
Introduction	p. 311
Strategic Issues in Marketing Implementation	p. 313
The Link Between Planning and Implementation	p. 313
The Elements of Marketing Implementation	p. 316
Approaches to Marketing Implementation	p. 320
Implementation by Command	p. 321
Implementation Through Change	p. 322
Implementation Through Consensus	p. 323
Implementation as Organizational Culture	p. 323
Internal Marketing and Marketing Implementation	p. 324
The Internal Marketing Approach	p. 326
The Internal Marketing Process	p. 326
Evaluating and Controlling Marketing Activities	p. 328
Formal Marketing Controls	p. 329
Informal Marketing Controls	p. 334
Scheduling Marketing Activities	p. 335
Lessons from Chapter 11	p. 336
Questions for Discussion	p. 339
Exercises	p. 339
Developing and Maintaining Long-Term Customer Relationships	p. 341
Introduction	p. 341
Managing Customer Relationships	p. 342
Developing Relationships in Consumer Markets	p. 343
Developing Relationships in Business Markets	p. 346
Quality and Value: The Keys to Developing Customer Relationships	p. 348
Understanding the Role of Quality	p. 349
Delivering Superior Quality	p. 351
Understanding the Role of Value	p. 354
Competing on Value	p. 357
Customer Satisfaction: The Key to Customer Retention	p. 358
Understanding Customer Expectations	p. 358
Satisfaction Versus Quality Versus Value	p. 362
Customer Satisfaction and Customer Retention	p. 363
Customer Satisfaction Measurement	p. 365
Lessons from Chapter 12	p. 367
Questions for Discussion	p. 371
Exercises	p. 372
Cases
Napster	p. 373
USA Today and the Future of Information Distribution	p. 389
Saturn	p. 403
Champ Car World Series	p. 416
Blockbuster	p. 427
Mobile ESPN	p. 435
Gillette	p. 444
Best Buy	p. 455
New Belgium Brewing Company (A)	p. 463
New Belgium Brewing Company (B)	p. 471
Mattel, Inc.	p. 477
PETCO Develops Successful Stakeholder Relationships	p. 492
FedEx Corporation	p. 502
IKEA	p. 513
Mistine	p. 520
Museum of Fine Arts Boston	p. 530
G.I. Joe: Marketing an Icon	p. 558
Strategic Inflection: TiVo in 2005	p. 579
The Brand in the Hand: Mobile Marketing at adidas	p. 603
Santa Fe Relocation Services: Regional Brand Management	p. 624
Marketing Plan Worksheets	p. 639
Example Marketing Plan	p. 650
Endnotes	p. 674
Brands and Companies Index	p. 695
Name Index	p. 704
Subject Index	p. 706
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