CONTENTS
Preface = ⅸ
PART ONE Introduction = 1
Chapter1 Strategy-Making and the Strategic Role of the Marketing Manager = 3
Marketing Orientation = 6
Strategic Thinking : Relationships as Core Strategy = 7
Relationship Marketing = 8
The Role of the Marketing Manager = 9
Strategy Spotlight : Tactical Niches = 10
Strategy : Managerial Action = 11
Strategic Directions = 11
Strategy and Structure = 16
Marketing Concept = 18
International Perspectives : Strategic Viewpoints = 21
Marketing Process = 22
Summary = 23
Chapter2 The Development of Marketing Strategy = 27
Crafting a Marketing Strategy = 28
Strategic Thinking : Building Relationships Online = 30
The Strategic Planning Process = 31
Strategic Market Planning = 32
Marketing Strategy : A Process = 34
Strategic Marketing Planning = 35
International Strategies = 36
Strategy Spotlight : Building Relationships with Customers = 43
Summary = 44
PART TWO Marketing Analysis and Plan = 47
Chapter3 Marketing Analysis and Decision Making = 49
Acquiring Marketing Information = 50
Strategic Thinking : Accelerating Information Delivery = 51
Strategy Spotlight : The Networked Economy = 52
Case Overview = 54
From Environmental Analysis to Industry Analysis = 59
The Marketing System and Strategic Options = 62
Formal Problem Identification = 62
Statement and Evaluation Alternatives = 62
Recommended Solution and Justification = 64
Implementation = 64
Conclusion = 65
Summary = 65
Chapter4 The Marketing Plan = 69
Strategy Spotlight : Goodyear's Grand Plan = 71
Strategic Thinking : Observing Consumer Differences = 72
Conceptual Framework of the Marketing Plan = 73
Marketing Control = 75
Strategy Spotlight : A Control Mechanism for Nestl e' = 75
Performance Standards = 77
Performance Objectives = 77
Productivity Standards = 79
Measuring Promotional Allocations = 80
Strategic Thinking : Feedback Online = 82
Information Networks = 83
Measuring Commitment to International Markets = 83
Measuring Marketing Operations : Applications = 83
Summary = 89
PART THREE The Environmental Anlysis = 93
Chapter5 Environmental Analysis = 95
Environmental Analysis - What Is It and Why Do It? = 96
Cultural／Social Influences = 97
Economic Influences = 99
Strategic Thinking : Predatory Pricing Strategy = 100
Political and Legal Influences = 102
Technology Influences = 107
Strategy Spotlight : Cisco's "New World" Internet Technology = 111
Summary = 112
Chapter6 Competitive Analysis = 115
The Competitive Environment = 117
Assessing the Competitive Environment = 118
Competitive Advantage = 118
Strategic Thinking : Brand Differentiation = 120
The Key to Competitive Advantage : Value = 122
Strategy Spotlight : Coke's Competitive Advantage = 123
Factors That Influence Competitive Actions = 124
Five Fundamental Forces = 126
Forecasting Issues = 127
The International Competitive Environment = 127
Competitive Intelligence Gathering = 131
Developing Competitive Future Strategy = 132
Summary = 133
Chapter7 The Global Environment = 135
National／Local Environment = 136
Regional Environment = 136
Global Environment = 142
Economic Environment = 142
Strategy Spotlight : Finding the Right International Mix = 143
Political Environment = 144
International Law = 146
Cultural Environment = 147
Strategic Thinking : Advertising Networks Face Global Challenge = 148
Technological Environment = 148
Communications = 150
Financial Environment : Role of Exchange Rates = 150
Summary = 151
PART FOUR The Scope of Customer Analysis = 155
Chapter8 The Nature of the Ultimate Consumer Market = 157
Segmentation Strategies = 159
Strategy Spotlight : Segmentation Decisions = 160
Consumer Decision-Making Behavior = 161
Strategic Thinking : Targeting Women = 165
The Decision-Making Process = 169
Consumer Expectations and Service Quality = 173
Summary = 175
Chapter9 The Nature of the Organizational Market = 179
Differences between Organizational Buyers and Ultimate Consumers = 181
Strategic Thinking : Mediocrity in Retailing = 183
Customer Service and Personal Relationships = 183
The Concept of Value = 184
Organizational Buying Behavior = 184
Strategic Action Involving Buying Centers = 186
Segmenting Business Markets = 187
Marketing Strategy Implications = 187
Major Segmentation Variables for Industrial Markets = 189
The Technological Environment = 190
Strategy Spotlight : GM／Dealer Integrated Strategy = 192
The Derived Demand Concept = 192
Summary = 192
Chapter10 Global Markets = 195
Strategic Thinking : Creating Opportunities in Global Markets = 197
Consumption Patterns and Consumer Preferences = 199
Strategy Spotlight : Growth Opportunities in China = 200
Assessing Attractiveness = 202
Consumer Markets = 206
Organizational Markets = 208
Summary = 209
PART FIVE The Marketig Mix = 211
Chapter11 Product and Service Strategy = 213
Typical Organizational Forms of Product Management = 215
Strategic Thinking : The New Value Concept : Service = 218
Product Types = 218
Product Mix = 220
Brand Strategy = 221
Packaging Strategy = 223
Product Life Cycle Analysis = 224
Extending the Product Line = 224
Strategy Spotlight : Product Innovation = 227
Country of Origin Effect = 227
New-Product Development Strategy = 228
Summary = 235
Chapter12 Distribution Strategy = 239
Selection of Channels = 242
Transportation Networks = 243
Physical Distribution in Strategic Planning = 245
Strategic Thinking : Mainstream Retailing via the Internet = 246
Strategy Spotlight : Strategy for Shipping Companies = 247
Using Technology to Create a Competitive Advantage = 249
Intensity of Distribution at the Retail Level = 250
Channel Relationship and Cooperation = 250
Channel Power and Leadership = 251
Selecting an International Distributor = 253
Summary = 255
Chapter13 Promotion Strategy = 259
The Promotion Task = 261
Promotional Targets = 262
Determining the Budget = 264
The Role of Personal Selling = 265
Relationship-Driven Selling Strategy = 265
The Role of Advertising = 269
Strategic Thinking : Buying Direct = 271
Strategy Spotlight : Martha Stewart Online = 272
The Role of Sales Promotion = 272
The Role of Publicity = 275
Locating Foreign Buyers = 276
Summary = 278
Chapter14 Price Strategy = 281
Setting Pricing Objectives = 283
Pricing Fundamentals : Demand and Cost Orientations = 284
Cost-Oriented Pricing = 286
Markup Pricing = 288
Market Share Strategies = 288
Factors Influencing Pricing Decisions = 289
Price-Setting Methods = 289
Validity of Price Cuts = 291
Psychological and Image Pricing = 292
Innovative Pricing Strategies = 293
Price Incentives and Discounting = 293
Optimizing Pricing Agreements = 295
Strategy Spotlight : Discounting Strategies = 295
Pricing Dynamics for Foreign Markets = 296
Strategic Thinking : Price Differentials for U. S. European Computers = 297
Pricing and the Law = 299
Summary = 299
PART SIX Marketing Strategies = 303
Chapter15 Marketing Strategies = 305
Strategic Thinking : Microsoft and Compaq = 307
Strategies to Increase Sales Volume = 308
Strategy Spotlight : Competitiveness among Online Businesses = 311
Strategies for Growth Markets = 311
Strategies for Mature Markets = 312
Positioning Strategy = 315
Strategies to Improve Profitability = 317
Strategies and Environmental Issues = 319
Strategies for Declining Markets = 320
Summary = 320
Chapter16 Exploring Global Marketing Strategies = 323
Decisions for Market Entry = 327
Entry Modes = 327
Strategic Thinking : Worldwide Brand Licensing = 330
Consequences of Emerging Competition = 331
Strategy Spotlight : The Alliance Concept = 333
Positioning Strategy = 336
Sequencing as Generic Strategy = 336
Coordinating and Facilitating = 337
Summary = 338
Cases = 343
Index = 441
