Strategic marketing

목차 (Table of Contents)

• CONTENTS
• PART Ⅰ MARKET-DRIVEN STRATEGY = 1
• CHAPTER1 Market-Driven Strategy = 3
• Market-Driven Strategy = 4
• Characteristics of Market-Driven Strategies = 5
• Implications of Market-Driven Strategies = 5
• Market Orientation = 6
• Characteristics of Market Orientation = 6
• Becoming a Market-Oriented Organization = 8
• Capabilities = 10
• Distinctive Capabilities = 11
• Types of Capabilities = 12
• Value and Capabilities = 14
• Creating Value for Customers = 14
• Customer Value = 15
• Providing Value to Customers = 15
• Value Initiatives = 16
• Becoming Market Driven = 16
• Identifying and Developing Capabilities = 17
• Market Sensing and Customer Linking Capabilities = 17
• Aligning Structure and Processes = 18
• Summary = 18
• CHAPTER2 Business and Marketing Strategies = 21
• Corporate Strategy = 22
• What Is Corporate Strategy? = 22
• Organizational Change = 23
• Components of Strategy = 24
• Business and Marketing Strategy = 28
• Developing the Strategic Plan for Each Business = 29
• Business Strategy and Marketing Strategy = 29
• Strategic Marketing = 31
• Marketing Strategy Process = 31
• Situation Analysis = 31
• Designing Market-Driven Strategies = 34
• Market-Focused Program Development = 37
• Implementing and Managing Market-Driven Strategy = 39
• Preparing the Marketing Plan = 40
• Planning Relationships and Frequency = 40
• Planning Considerations = 41
• Preparing the Marketing Plan = 41
• Summary = 43
• APPENDIX 2A Financial Analysis for Marketing Planning and Control = 47
• CASES FOR PART Ⅰ
• Case 1-1 Bertelsmann China = 55
• Case 1-2 Wal-Mart = 59
• Case 1-3 EuroDisney = 63
• PART Ⅱ SITUATION ANALYSIS = 71
• CHAPTER3 Market Vision, Structure, and Analysis = 73
• Markets and Strategies = 75
• Strategies and Markets Are Interlinked = 75
• Value Migration = 75
• Shared Vision about the Market = 76
• Mapping Product-Markets = 76
• Matching Needs with Product Benefits = 76
• Mapping Product-Market Boundaries and Structure = 77
• Forming Product-Markets = 80
• Illustrative Product-Market Structure = 82
• Describing and Analyzing End-Users = 83
• Identifying and Describing Buyers = 84
• How Buyers Make Choices = 84
• Environmental Influences = 85
• Building Customer Profiles = 86
• Analyzing Competition = 87
• Defining the Competitive Arena = 87
• Key Competitor Analysis = 91
• Anticipating Competitors' Actions = 95
• Developing a Strategic Vision about the Future = 96
• Phases of Competition = 97
• Anticipating the Future = 97
• Market Size Estimation = 98
• Market Potential = 99
• Sales Forecast = 99
• Market Share = 99
• Evaluating Market Opportunity = 100
• Summary = 101
• APPENDIX 3A Forecasting Guidelines = 104
• CHAPTER4 Segmenting Markets = 111
• Segmentation and Market-Driven Strategy = 112
• Market Segmentation and Value Opportunities = 112
• Matching Value Opportunities and Capabilities = 112
• Market Targeting and Strategic Positioning = 113
• Selecting the Market to be Segmented = 114
• Market Segmentation Activities and Decisions = 114
• Identifying Market Segments = 114
• Purpose of Segmentation Variables = 115
• Characteristics of People and Organizations = 115
• Product Use Situation Segmentation = 118
• Buyers' Needs and Preferences = 118
• Purchase Behavior = 120
• Forming Segments = 120
• Requirements for Segmentation = 121
• Approaches to Segment Identification = 123
• Customer Group Identification = 123
• Forming Groups Based on Response Differences = 126
• Finer Segmentation Strategies = 128
• Logic of Finer Segments = 128
• Finer Segmentation Strategies = 129
• Selecting the Segmentation Strategy = 130
• Deciding How to Segment = 131
• Strategic Analysis of Market Segments = 131
• Summary = 135
• CHAPTER5 Continuous Learning about Markets = 138
• Market Orientation and Organizational Learning = 139
• Market Orientation = 139
• Learning about Markets = 140
• Information, Analysis, and Action = 142
• Marketing Research Information = 144
• Collecting Existing Information = 144
• Standardized Information Services = 147
• Special Research Studies = 148
• Computerized Information Systems = 151
• Management Information Systems = 152
• Database Systems = 153
• Decision Support Systems = 153
• Issues in Collecting and Using Information = 155
• Role of the Knowledge Officer = 155
• Invasion of Customer Privacy = 156
• Information and Ethics = 156
• Summary = 156
• CASES FOR PART Ⅱ
• Case 2-1 Iridium = 159
• Case 2-2 Nike = 165
• Case 2-3 Campbell Soup = 169
• PART Ⅲ Designing Market-Driven Strategies = 175
• CHAPTER6 Market Targeting and Strategic Positioning = 177
• Market Targeting Strategy = 178
• Targeting Strategies = 178
• Targeting Alternatives = 178
• Factors Influencing Targeting Decisions = 179
• Targeting in Different Market Environments = 180
• Emerging Markets = 182
• Growth Markets = 184
• Strategies for Mature and Declining Markets = 185
• Global Markets = 187
• The Positioning Process = 189
• Selecting the Positioning Concept = 190
• Developing the Positioning Strategy = 192
• Considerations about Targeting／Supporting Activities = 192
• Marketing Program Decisions = 193
• Determining Positioning Effectiveness = 196
• Customer／Competitor Research = 196
• Test Marketing = 197
• Positioning Models = 198
• Positioning Effectiveness = 198
• Positioning and Targeting Strategies = 199
• Determining Positioning Feasibility = 199
• Summary = 199
• CHAPTER7 Relationship Strategies = 203
• The Rationale for Interorganizational Relationships = 204
• Value-Enhancing Opportunities = 204
• Environmental Turbulence and Diversity = 205
• Skill and Resource Gaps = 206
• Examining the Potential for Collaborative Relationships = 208
• Types of Organizational Relationships = 210
• Customer-Supplier Relationships = 210
• Distribution Channel Relationships = 211
• End-User Customer Relationships = 213
• Strategic Alliances = 215
• Joint Ventures = 217
• Internal Partnering = 219
• Developing Effective Relationships between Organizations = 219
• Objective of the Relationship = 219
• Relationship Management Guidelines = 221
• Global Relationships among Organizations = 223
• Types of Global Organizations = 223
• The Strategic Role of Government = 225
• Summary = 226
• CHAPTER8 Planning for New Products = 230
• Product Planning as a Customer Satisfaction Process = 231
• Corporate and Business Strategies = 231
• Finding Customer Satisfaction Opportunities = 232
• Success Criteria = 234
• Steps in New Product Planning = 235
• Deciding Which Customer Needs to Target = 236
• New Product Planning Process = 236
• Responsibility for New Product Planning = 238
• Idea Generation = 239
• Developing an Idea Generation Program = 239
• Methods of Generating Ideas = 241
• Screening, Evaluation, and Business Analysis = 243
• Screening = 243
• Evaluation = 244
• Business Analysis = 245
• Product and Process Development = 247
• Product Development Process = 247
• Quality Function Deployment = 250
• Developing Marketing Strategy and Market Testing = 251
• Marketing Decisions = 251
• Market Testing Options = 252
• New Product Models = 255
• Commercialization = 256
• The Marketing Plan = 256
• Monitoring and Control = 257
• Variations in the Generic New Product Planning Process = 257
• Technology Push Processes = 257
• Platform Products = 258
• Process-Intensive Products = 258
• Customized Products = 258
• Summary = 258
• CASES FOR PART Ⅲ
• Case 3-1 Johnson & Johnson = 262
• Case 3-2 McDonald's = 267
• Case 3-3 Apex Chemical Company = 275
• PART Ⅳ Market-Focused Program Development = 277
• CHAPTER9 Strategic Brand Management = 279
• Product Management Issues = 280
• Managing the Product Portfolio = 280
• Responsibility for Managing Products = 281
• Product Success Depends on Several Factors = 282
• The Role of Marketing in Product Strategy = 282
• Analyzing Product Performance = 283
• Tracking Product Performance = 284
• Product Life Cycle Analysis = 285
• Product Grid Analysis = 286
• Brand Positioning Analysis = 287
• Other Product Analysis Methods = 287
• Strategies for Products／Brands = 288
• Strategies for Improving Product Performance = 288
• Product Mix Modifications = 291
• Strategic Brand Management = 291
• Brand Equity = 292
• Brand Identification Strategy = 293
• Brand Leveraging Strategy = 295
• Managing Brand Systems = 298
• Summary = 299
• CHAPTER10 Managing Value-Chain Relationships = 302
• Strategic Role of Distribution = 303
• Distribution Functions = 303
• Channels for Services = 305
• Direct Distribution by Manufacturers = 306
• Channel of Distribution Strategy = 308
• Types of Distribution Channels = 308
• Distribution Intensity = 312
• Channel Configuration = 314
• Selecting the Channel Strategy = 315
• Adequacy of Existing Distribution Systems = 316
• Strategies at Different Channel Levels = 317
• Managing the Channel = 317
• Channel Leadership = 318
• Management Structure and Systems = 318
• Physical Distribution Management = 318
• Channel Relationships = 319
• Conflict Resolution = 319
• Channel Performance = 320
• Legal and Ethical Considerations = 320
• International Channels = 321
• Examining International Distribution Patterns = 321
• Factors Affecting Channel Selection = 322
• Strategic Alliances = 322
• Summary = 323
• CHAPTER11 Pricing Strategy = 327
• Strategic Role of Price = 328
• Price in the Positioning Strategy = 328
• Pricing Situations = 329
• Uses of Price in Positioning Strategy = 330
• Pricing Strategy = 331
• Pricing Objectives = 331
• Analyzing the Pricing Situation = 332
• Customer Price Sensitivity = 333
• Cost Analysis = 335
• Competitor Analysis = 339
• Legal and Ethical Considerations = 340
• Selecting the Pricing Strategy = 341
• How Much Flexibility Exists? = 342
• Price Positioning and Visibility = 342
• Illustrative Pricing Strategies = 344
• Determining Specific Prices and Policies = 347
• Determining Specific Prices = 347
• Establishing Pricing Policy and Structure = 348
• Special Pricing Considerations = 349
• Summary = 350
• CHAPTER12 Promotion, Advertising, and Sales Promotion Strategies = 353
• Promotion Strategy = 354
• The Components of Promotion Strategy = 354
• Developing Promotion Strategy = 356
• Communications Objectives = 356
• Deciding the Role of the Promotion-Mix Components = 359
• Budgeting Approaches = 360
• Integrating the Promotion Strategy Components = 361
• Advertising Strategy = 363
• Setting Advertising Objectives and Budgeting = 364
• Creative Strategy = 365
• Media／Programming Strategy = 366
• Role of the Advertising Agency = 367
• Implementing the Advertising Strategy and Measuring Its Effectiveness = 369
• Sales Promotion Strategy = 370
• Nature and Scope of Sales Promotion = 371
• Sales Promotion Activities = 372
• Advantages and Limitations of Sales Promotion = 375
• Developing the Sales Promotion Strategy = 375
• Summary = 375
• CHAPTER13 Sales Force and Direct Marketing Strategies = 378
• Developing and Implementing Sales Force Strategy = 379
• The Role of Selling in Promotion Strategy = 379
• Types of Sales Jobs = 380
• Defining the Selling Process = 382
• Sales Channels = 383
• Designing the Sales Organization = 385
• Managing the Sales Force = 387
• Sales Force Evaluation and Control = 388
• Direct Marketing Strategies = 390
• Considerations in the Use of Direct Marketing = 390
• Direct Marketing Methods = 392
• Direct Marketing Strategy = 394
• Summary = 394
• CASES FOR PART Ⅳ
• Case 4-1 Hill's Science Diet Pet Food = 397
• Case 4-2 Hewlett-Packard Company = 401
• Case 4-3 Yoplait USA = 406
• PART Ⅴ Implementing and Managing Market-Driven Strategies = 413
• CHAPTER14 Designing Market-Driven Organizations = 415
• Considerations in Organization Design = 416
• Organizational Change = 416
• Hybrid, Process-Type Structures = 417
• Partnering with Other Organizations = 418
• Organizational Design Options = 419
• Traditional Designs = 420
• New Forms of Marketing Organizations = 424
• Selecting an Organization Design = 426
• Organizing Concepts = 426
• Organizing the Sales Force = 428
• Marketing's Links to Other Functional Units = 429
• Global Dimensions of Organizations = 429
• Issues in Organizing Global Marketing Strategies = 430
• Coordination and Communication = 430
• Summary = 432
• CHAPTER15 Marketing Strategy Implementation and Control = 436
• The Marketing Plan = 437
• How the Marketing Plan Guides Implementation = 437
• Contents of the Marketing Plan = 437
• Implementing the Plan = 438
• Implementation Process = 439
• Improving Implementation = 439
• A Comprehensive Approach to Improving Implementation = 444
• Internal Strategy-Structure Fit = 445
• Developing a Market Orientation = 446
• Strategic Evaluation and Control = 447
• Overview of Evaluation Activities = 448
• The Strategic Marketing Audit = 449
• Performance Criteria and Information Needs = 452
• Selecting Performance Criteria and Measures = 452
• Obtaining and Analyzing Information = 453
• Performance Assessment and Action = 454
• Opportunities and Performance Gaps = 454
• Determining Normal and Abnormal Variability = 456
• Deciding What Actions to Take = 457
• Summary = 457
• CASES FOR PART Ⅴ
• Case 5-I Airbus = 460
• Case 5-2 United States Tobacco Company = 464
• Case 5-3 Motorola = 472
• PART Ⅵ Comprehensive Cases = 477
• Case 6-1 Coca-Cola(Japan) Company = 479
• Case 6-2 SystemSoft Corporation = 489
• Case 6-3 Cima Mountaineering, Inc. = 500
• Case 6-4 CUTCO International = 518
• Case 6-5 Highlights for Children, Inc. = 547
• Case 6-6 L'Or$$e'$$al Nederland B. V. = 556
• Case 6-7 Capital = 567
• Case 6-8 Amtech Corporation = 590
• Case 6-9 D$$\ddot u$$ring AG(Fottle) = 603
• Case 6-10 Optical Fiber Corporation = 619
• Case 6-11 Murphy Brewery Ireland, Limited = 630
• Case 6-12 Golden Valley Microwave Foods, Inc. = 646
• Case 6-13 The Bacova Guild, Ltd.(A) = 654
• Case 6-14 Powrtron Corporation = 671
• Case 6-15 Wind Technology = 680
• Case 6-16 Dunkin' Donuts = 687
• Case 6-17 Stone & Lewis = 693
• Case 6-18 Konark Television India = 702
• Case 6-19 Wentworth Industrial Cleaning Supplies = 712
• Case 6-20 LoJack Corporation = 727
• NAME INDEX = 741
• SUBJECT INDEX = 745