Marketing Book

Illustrations
xvii
18.6 Promotions and the marketing mix: an integrated model 474
19.1 The convergence of marketing and supply chain management 486
19.2 Processes cut across conventional functions 488
19.3 The shift from functions to processes 490
19.4 The CRM and SCM processes 490
19.5 Strategic framework for CRM 491
19.6 The move towards trade marketing 495
19.7 SCM and CRM: the linkages 497
19.8 Better customer retention impacts long-term profitability 498
19.9 Customers take control in an on-line world 501
20.1 Risk-adjusted required rate of return 508
20.2 Economic value-adding strategies – utilizing a strong sustainable competitive
advantage 509
20.3 Use of entry barriers 510
20.4 Very simple business model 515
20.5 Potential strategic thrusts of businesses (based on the Ansoff matrix) 518
20.6 Diversification using the Ansoff matrix 519
20.7 Relationship of marketing expenditure and effectiveness 521
20.8 Customer-led strategies: maximizing the value of existing customers 523
20.9 Customer account profitability analyses: illustrative example for an FMCG
company selling through retailers 524
20.10 Product-led strategies: maximizing value of existing products 525
20.11 Direct product profitability analyses: illustrative example of a manufacturing
company’s DPP analysis 526
20.12 Life cycle costing techniques: strategic use of experience curves in setting prices 527
21.1 Organizational stretch and implementation capabilities 535
21.2 The process of going to market 538
21.3 Value processes in marketing replacing marketing departments 539
21.4 Strategic intent versus strategic reality 544
21.5 Analysing strategic gaps 546
21.6 Testing marketing strategies 550
21.7 Internal and external marketing strategy 552
22.1 Analysis of postal donors to charity 570
22.2 Targeting, interaction, control and continuity (TICC) 572
22.3 The process of direct marketing 577
22.4 The customer marketing database 578
22.5 The customer marketing database answers six questions 578
22.6 The data warehouse 581
23.1 An illustration of the goods–services continuum 592
23.2 An analysis of the output of a train service using Shostack’s ‘molecular model’ 593
23.3 Points of convergence between the goods and services sectors 594
23.4 An analysis of the product offer of an insurance policy, comprising core and
secondary levels of service offer 600
24.1 Market internationalization 613
25.1 Options for on-line communications between an organization and its customers 640
25.2 UK rates of adoption of new media 643
25.3 Proportion of organizations with Internet access 644