Business Communication - McGraw-Hill Books

Marketing• Logical Structure: The book is completely structured following thestrategic marketing planning process. Each chapter is one step in theplanning process and the first eight chapters contain a step-by-stepdescription of a SWOT analysis.CONTENTS1. The strategic marketing planning process 1.1. Introduction 1.1.1.Strategic planning 1.1.2. Strategic management 1.1.3. Strategic marketing1.2. The new marketing 1.2.1. Customer values 1.2.2. Relationshipmarketing 1.2.3. On-line marketing 1.2.4. The new strategic marketingplanning 1.2.5. Purpose of the book 1.3. Levels in an organization 1.4.Objectives and strategies 1.5. Sustainable competitive advantage andcustomer values 1.5.1. The 3 C-model 1.5.2. Sustainable competitiveadvantage 1.5.3. Customer value disciplines 1.6. The strategic marketingplanning process: an overview 2. Strategy review and market definition2.1. Introduction 2.2. Review of past mission, objectives and strategy2.2.1. Mission, identity and core competencies 2.2.2. Objectives 2.2.3.Marketing strategy 2.3. Market definition: defining current pmc’s 2.4.Market definition and competition 2.5. Dimensions of market definition3. Customer analysis 3.1. Introduction 3.2. Framework for customeranalysis 3.3. Customer profitability analysis 3.3.1. Customer satisfactionand retention 3.3.2. Loyal and switching customers 3.3.3. Profitability ofindividual customers 3.4. The multi attribute model 3.4.1. Brand equity3.4.2. Importance of product attributes and key success factors 3.4.3.Perceptions of brand positions on attributes 3.4.4. Emotional benefits3.5. Sources of consumer data 3.5.1. Introduction 3.5.2. Purchase andsurvey data 3.5.3. Segmentation systems 4. Internal analysis 4.1. Introduction4.2. Performance analysis (control) 4.2.1. Balanced Score Card4.2.2. Financial measures 4.2.3. Customer related measures 4.2.4. Othermeasures 4.3. Identifying strengths and weaknesses 4.3.1. Analysis ofstrengths and weaknesses 4.3.2. Core competencies 5. Competitoranalysis 5.1. Introduction 5.2. Objective and overview 5.3. Competitoridentification 5.3.1. Levels of competition 5.3.2. Identification methods5.3.3. Choice of a method 5.3.4. Selecting competitors 5.4. Assessingcompetitors’ current objectives 5.5. Assessing competitors’ currentstrategies 5.6. Key success factors and competitors’ strengths and weaknesses5.6.1. Identification of key success factors 5.6.2. Assessing thecompetitors’ strengths and weaknesses 5.6.3. Assessing relative strengthsand weaknesses 5.7. Predicting competitors’ future strategies 5.8. Thethreat of new competitors 5.9. Data sources 6. Industry attractivenessanalysis 6.1. Overview 6.2. Competitive analysis: industry and competitors6.3. Dimensions of an industry analysis 6.4. Environmentalanalysis 6.4.1. Overview 6.4.2. Demographic factors 6.4.3. Economicfactors 6.4.4. Social-cultural factors 6.4.5. Technological factors 6.4.6.Ecological factors 6.4.7. Political factors 6.4.8. Implementation of theenvironmental analysis 6.5. Aggregate market factors 6.5.1. Overview6.5.2. Market size 6.5.3. Market growth and product life cycle 6.5.4.Sales periodicity and seasonality 6.6. Industry structure 6.6.1. Introduction6.6.2. Industry profitability 6.6.3. Industry structure: the five-factormodel 6.7. Assessing market attractiveness 7. Distribution channel andsupplier analysis 7.1. Overview 7.2. Channel analysis at the macrolevel 7.3. Channel analysis at the meso level 7.3.1. Channel structure7.3.2. Intensity of brand distribution 7.4. Channel analysis at the microlevel 7.4.1. Market position of distributor 7.4.2. Brand position 7.4.3.Objectives and strategies of distributor 7.4.4. Strengths, weaknessesand future behavior of distributor 7.5. Internet (disintermediation)7.6. Supplier analysis 8. Other techniques for strategic analysis 8.1.Overview 8.2. SWOT-analysis 8.2.1. Objective and contents 8.2.2.Situation analysis 8.2.3. The SWOT-matrix 8.2.4. Formulating strategicoptions 8.2.5. Selecting a strategic option 8.2.6. SWOT-analysis inpractice 8.3. Portfolio-analysis 8.3.1. Objective and contents 8.3.2. TheGrowth-Share matrix 8.3.3. Multifactor Portfolio analysis: the businessscreen 8.3.4. Trajectory analysis 8.3.5. Limitations of portfolio matrixapproaches 8.3.6. Portfolio analysis in practice 8.4. Forecasting 8.4.1.Objective and contents 8.4.2. Overview of forecasting methods 8.4.3.Choosing forecasting methods 8.4.4. What is forecasting used for 8.4.5.Making forecasts 8.4.6. Forecasting in practice 8.5. Semi-causal models8.5.1. Objective and contents 8.5.2. Steps in the model-buildingprocess 8.5.3. Models in practice 8.6. Marketing information systems8.6.1. Objective and contents 8.6.2. Building a marketing informationsystem 8.6.3. Marketing information systems in practice 9. Corporateobjectives and strategies 9.1. Introduction 9.2. Setting objectives 9.3.Corporate objectives and strategies 9.3.1. Overview 9.3.2. Corporatemission and objectives 9.3.3. Corporate strategies: investment decisionsfor SBU’s 9.3.4. Corporate strategies: choosing a primary value discipline9.4. External growth: co-operative strategies 9.4.1. Internal andexternal growth 9.4.2. SWOT-analysis and co-operative strategies 9.4.3.Co-operative strategies in practice 9.5. Implications for other functionalareas 10. Marketing objectives and strategies 10.1. Introduction 10.2.Marketing objectives 10.3. Dimensions of marketing strategy 10.4. Segmentationand targeting 10.4.1. Relevance 10.4.2. Steps in segmentation10.4.3. Evaluating segments 10.4.4. Selecting segments 10.5. Selectingcustomers 10.5.1. One-to-one marketing 10.5.2. Loyals versus switchers10.6. Sustainable competitive advantage 10.6.1. Relevance 10.6.2.Dimensions of a SCA 10.6.3. Choice of a SCA 10.7. Positioning 10.7.1.Relevance 10.7.2. Contents of positioning 10.7.3. Brand image building10.7.4. Positioning strategies 10.7.5. Successful positioning in practice11. Marketing instrument objectives and strategies 11.1. Introduction11.2. Marketing instrument objectives 11.3. Product decisions 11.3.1.Introduction 11.3.2. Product objectives 11.3.3. Product decisions 11.4.Pricing decisions 11.4.1. Introduction 11.4.2. Pricing objectives 11.4.3.Pricing decisions 11.4.4. Customer reward systems 11.5. Distributiondecisions 11.5.1. Introduction 11.5.2. Distribution objectives 11.5.3.Distribution decisions 11.5.4. E-commerce 11.6. Communication andpromotion decisions 11.6.1. Overview 11.6.2. Setting objectives 11.6.3.Communication decisions 11.6.4. Advertising decisions 11.6.5. Internetas communication medium 11.7. Value disciplines and marketinginstruments 11.7.1. Operational efficiency 11.7.2. Product leadership11.7.3. Customer intimacy 12. Marketing plan and implementation12.1. Introduction 12.2. Plans at different levels 12.3. Function of amarketing plan 12.4. Contents of a marketing plan 12.5. Briefing for theadvertising agency 12.6. Implementation and planning issuesInternational EditionMARKETING STRATEGY5th EditionBy Orville C. Walker, University of Minnesota—Minneapolis, JohnMullins, University of Denver and Harper W. Boyd (deceased)2006 / 384 pagesISBN-13: 978-0-07-296190-4 / MHID: 0-07-296190-2ISBN-13: 978-0-07-111674-9 / MHID: 0-07-111674-5 [IE]Website: http://www.mhhe.com/walker06Marketing Strategy 5/e is a flexible, short, paper-back text whichcan be used on its own or packaged with a case book. It coversthe concepts and theories of creating and implementing amarketing strategy and offers a focus on the strategic planningprocess and marketing’s cross/inter-functional relationships.This book helps the student integrate what they have learnedabout analytical tools and the 4Ps of marketing within a broaderframework of competitive strategy.CONTENTSSection One: Introduction to Strategy Chapter 1 Market-Oriented PerspectivesUnderlie Successful Corporate, Business and Marketing StrategiesChapter 2 Corporate Strategy Decisions and their Marketing ImplicationsChapter 3 Business Strategies and Their Marketing ImplicationsSection Two: Opportunity Analysis Chapter 4 Understanding MarketOpportunities Chapter 5 Measuring Market Opportunities: Forecastingand Market Knowledge Chapter 6 Targeting Attractive Market SegmentsChapter 7 Differentiation and Positioning Section Three: FormulatingMarketing Strategies Chapter 8 Marketing Strategies for New MarketEntries Chapter 9 Strategies for Growth Markets Chapter 10 Strategiesfor Mature and Declining Markets Chapter 11 Marketing Strategies forthe New Economy Section Four: Implementation And Control Chapter12 Organizing and Planning for Effective Implementation Chapter 13Marketing Metrics for Marketing Performance173HED 2007 Marketing.indd 17310/5/2006 1:42:51 PM