Synopses & Reviews
Strategic Marketing employs the most detailed step-by-step approach available to illustrate the entire process of building a successful marketing plan. The process approach leads the student through the process of writing a complete marketing plan for a brand, mirroring the same approach used by marketing planning experts. Delivering customer value is the purpose of good marketing strategy, so a customer and brand orientation is followed throughout the book: in the analysis, in choosing options, in developing marketing strategy, and in implementation. Strategic guidelines--what to do and what not to do in marketing practice--are given throughout the book. Finally, the text provides extensive coverage of tools and techniques that can be helpful in the planning process.
Synopsis
This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.
Synopsis
This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.
Table of Contents
1. The strategic marketing planning process1.1. Introduction 1.1.1. Strategic planning1.1.2. Strategic management1.1.3. Strategic marketing1.2. The new marketing1.2.1. Customer values1.2.2. Relationship marketing1.2.3. On-line marketing1.2.4. The new strategic marketing planning1.2.5. Purpose of the book1.3. Levels in an organisation1.4. Objectives and strategies1.5. Sustainable competitive advantage and customer values1.5.1. The 3 C-model1.5.2. Sustainable competitive advantage1.5.3. Customer value disciplines1.6. The strategic marketing planning process: an overview2. Strategy review and market definition2.1. Introduction2.2. Review of past mission, objectives and strategy2.2.1. Mission, identity and core competencies2.2.2. Objectives2.2.3. Marketing strategy2.3. Market definition: defining current pmc’s2.4. Market definition and competition2.5. Dimensions of market definition3. Customer analysis3.1. Introduction3.2. Framework for customer analysis3.3. Customer profitability analysis3.3.1. Customer satisfaction and retention3.3.2. Loyal and switching customers3.3.3. Profitability of individual customers3.4. The multi attribute model3.4.1. Brand equity3.4.2. Importances of product attributes and key success factors3.4.3. Perceptions of brand positions on attributes3.4.4. Emotional benefits3.5. Sources of consumer data3.5.1. Introduction3.5.2. Purchase and survey data3.5.3. Segmentation systems 4. Internal analysis4.1. Introduction4.2. Performance analysis (control)4.2.1. Balanced Score Card4.2.2. Financial measures4.2.3. Customer related measures4.2.4. Other measures4.3. Identifying strengths and weaknesses4.3.1. Analysis of strengths and weaknesses4.3.2. Core competencies5. Competitor analysis5.1. Introduction5.2. Objective and overview5.3. Competitor identification5.3.1. Levels of competition5.3.2. Identification methods5.3.3. Choice of a method5.3.4. Selecting competitors5.4. Assessing competitors’ current objectives5.5. Assessing competitors’ current strategies5.6. Key success factors and competitors’ strengths and weaknesses5.6.1. Identification of key success factors 5.6.2. Assessing the competitors’ strengths and weaknesses5.6.3. Assessing relative strengths and weaknesses5.7. Predicting competitors’ future strategies5.8. The threat of new competitors5.9. Data sources6. Industry attractiveness analysis6.1. Overview6.2. Competitive analysis: industry and competitors6.3. Dimensions of an industry analysis6.4. Environmental analysis6.4.1. Overview6.4.2. Demographic factors6.4.3. Economic factors6.4.4. Social-cultural factors6.4.5. Technological factors6.4.6. Ecological factors6.4.7. Political factors 6.4.8. Implementation of the environmental analysis6.5. Aggregate market factors6.5.1. Overview6.5.2. Market size6.5.3. Market growth and product life cycle6.5.4. Sales periodicity and seasonality6.6. Industry structure6.6.1. Introduction6.6.2. Industry profitability6.6.3. Industry structure: the five-factor model6.7. Assessing market attractiveness7. Distribution channel and supplier analysis7.1. Overview7.2. Channel analysis at the macro level7.3. Channel analysis at the meso level7.3.1. Channel structure7.3.2. Intensity of brand distribution 7.4. Channel analysis at the micro level7.4.1. Market position of distributor7.4.2. Brand position 7.4.3. Objectives and strategies of distributor7.4.4. Strengths, weaknesses and future behaviour of distributor7.5. Internet (disintermediation)7.6. Supplier analysis8. Other techniques for strategic analysis8.1. Overview8.2. SWOT-analysis8.2.1. Objective and contents8.2.2. Situation analysis8.2.3. The SWOT-matrix8.2.4. Formulating strategic options8.2.5. Selecting a strategic option8.2.6. SWOT-analysis in practice8.3. Portfolio-analysis8.3.1. Objective and contents8.3.2. The Growth-Share matrix8.3.3. Multifactor Portfolio analysis: the business screen 8.3.4. Trajectory analysis8.3.5. Limitations of portfolio matrix approaches8.3.6. Portfolio analysis in practice8.4. Forecasting 8.4.1. Objective and contents8.4.2. Overview of forecasting methods8.4.3. Choosing forecasting methods8.4.4. What is forecasting used for8.4.5. Making forecasts8.4.6. Forecasting in practice8.5. Semi-causal models8.5.1. Objective and contents8.5.2. Steps in the model-building process8.5.3. Models in practice8.6. Marketing information systems8.6.1. Objective and contents8.6.2. Building a marketing information system8.6.3. Marketing information systems in practice9. Corporate objectives and strategies9.1. Introduction9.2. Setting objectives9.3. Corporate objectives and strategies9.3.1. Overview9.3.2. Corporate mission and objectives9.3.3. Corporate strategies: investment decisions for SBU’s9.3.4. Corporate strategies: choosing a primary value discipline9.4. External growth: co-operative strategies9.4.1. Internal and external growth9.4.2. SWOT-analysis and co-operative strategies9.4.3. Co-operative strategies in practice9.5. Implications for other functional areas10. Marketing objectives and strategies10.1. Introduction10.2. Marketing objectives10.3. Dimensions of marketing strategy10.4. Segmentation and targeting10.4.1. Relevance10.4.2. Steps in segmentation10.4.3. Evaluating segments10.4.4. Selecting segments10.5. Selecting customers10.5.1. One-to-one marketing10.5.2. Loyals versus switchers10.6. Sustainable competitive advantage10.6.1. Relevance10.6.2. Dimensions of a SCA10.6.3. Choice of a SCA10.7. Positioning10.7.1. Relevance10.7.2. Contents of positioning10.7.3. Brand image building10.7.4. Positioning strategies10.7.5. Successful positioning in practice11. Marketing instrument objectives and strategies11.1. Introduction11.2. Marketing instrument objectives11.3. Product decisions11.3.1. Introduction11.3.2. Product objectives11.3.3. Product decisions11.4. Pricing decisions11.4.1. Introduction11.4.2. Pricing objectives11.4.3. Pricing decisions11.4.4. Customer reward systems11.5. Distribution decisions11.5.1. Introduction11.5.2. Distribution objectives11.5.3. Distribution decisions11.5.4. E-commerce11.6. Communication and promotion decisions11.6.1. Overview11.6.2. Setting objectives11.6.3. Communication decisions11.6.4. Advertising decisions11.6.5. Internet as communication medium11.7. Value disciplines and marketing instruments11.7.1. Operational efficiency11.7.2. Product leadership11.7.3. Customer intimacy12. Marketing plan and implementation12.1. Introduction12.2. Plans at different levels12.3. Function of a marketing plan12.4. Contents of a marketing plan12.5. Briefing for the advertising agency12.6. Implementation and planning issues