Marketing Strategy, Text and Cases 6th Edition by Ferrell, Michael Hartline – Ebook PDF Instant Download/Delivery: 1285073045, 9798214348445
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ISBN 10: 1285073045
ISBN 13: 9798214348445
Author: Ferrell, Michael Hartline
Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies–helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text’s signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon–all in a succinct 10 chapters.
Marketing Strategy, Text and Cases 6th Table of contents:
Part 1. Setting the Stage for Marketing Strategy
Chapter 1. Marketing in Today’s Economy
The Challenges and Opportunities of Marketing in Today’s Economy
Basic Marketing Concepts
What Is a Market?
What Is Exchange?
What Is a Product?
Major Marketing Activities and Decisions
Strategic Planning
Research and Analysis
Developing Competitive Advantage
Marketing Strategy Decisions
Social Responsibility and Ethics
Implementation and Control
Developing and Maintaining Customer Relationships
Taking On the Challenges of Marketing Strategy
Lessons from Chapter 1
Questions for Discussion
Exercises
Chapter 2. Strategic Marketing Planning
The Strategic Planning Process
Organizational Mission versus Organizational Vision
Corporate or Business-Unit Strategy
Functional Goals and Objectives
Functional Strategy
Implementation
Evaluation and Control
The Marketing Plan
Marketing Plan Structure
Using the Marketing Plan Structure
Purposes and Significance of the Marketing Plan
Organizational Aspects of the Marketing Plan
Maintaining Customer Focus and Balance in Strategic Planning
Customer-Focused Planning
Balanced Strategic Planning
Lessons from Chapter 2
Questions for Discussion
Exercises
Part 2. Discovering Market Opportunities
Chapter 3. Collecting and Analyzing Marketing Information
Conducting a Situation Analysis
Analysis Alone is Not a Solution
Data is Not the Same as Information
The Benefits of Analysis Must Outweigh the Costs
Conducting a Situation Analysis is a Challenging Exercise
The Internal Environment
Review of Current Objectives, Strategy, and Performance
Availability of Resources
Organizational Culture and Structure
The Customer Environment
Who Are Our Current and Potential Customers?
What Do Customers Do with Our Products?
Where Do Customers Purchase Our Products?
When Do Customers Purchase Our Products?
Why (and How) Do Customers Select Our Products?
Why Do Potential Customers Not Purchase Our Products?
The External Environment
Competition
Economic Growth and Stability
Political Trends
Legal and Regulatory Issues
Technological Advancements
Sociocultural Trends
Collecting Marketing Data and Information
Secondary Information Sources
Primary Data Collection
Overcoming Problems in Data Collection
Lessons from Chapter 3
Questions for Discussion
Exercises
Chapter 4. Developing Competitive Advantage and Strategic Focus
Making SWOT Analysis Productive
Stay Focused
Search Extensively for Competitors
Collaborate with Other Functional Areas
Examine Issues from the Customers’ Perspective
Look for Causes, Not Characteristics
Separate Internal Issues from External Issues
SWOT-Driven Strategic Planning
Strengths and Weaknesses
Opportunities and Threats
The SWOT Matrix
Developing and Leveraging Competitive Advantages
Establishing a Strategic Focus
Developing Marketing Goals and Objectives
Developing Marketing Goals
Developing Marketing Objectives
Moving Beyond Goals and Objectives
Lessons from Chapter 4
Questions for Discussion
Exercises
Part 3. Developing Marketing Strategy
Chapter 5. Customers, Segmentation, and Target Marketing
Buyer Behavior in Consumer Markets
The Consumer Buying Process
Factors That Affect the Consumer Buying Process
Buyer Behavior in Business Markets
Unique Characteristics of Business Markets
The Business Buying Process
Market Segmentation
Traditional Market Segmentation Approaches
Individualized Segmentation Approaches
Criteria for Successful Segmentation
Identifying Market Segments
Segmenting Consumer Markets
Segmenting Business Markets
Target Marketing Strategies
Lessons from Chapter 5
Questions for Discussion
Exercises
Chapter 6. The Marketing Program
Product Strategy
Strategic Issues in the Product Portfolio
The Challenges of Service Products
Developing New Products
Pricing Strategy
Key Issues in Pricing Strategy
Pricing Service Products
Base Pricing Strategies
Adjusting the Base Price
Supply Chain Strategy
Strategic Supply Chain Issues
Trends in Supply Chain Strategy
Integrated Marketing Communications
Strategic Issues in Integrated Marketing Communications
Advertising
Public Relations
Personal Selling and Sales Management
Sales Promotion
Lessons from Chapter 6
Questions for Discussion
Exercises
Chapter 7. Branding and Positioning
Strategic Issues in Branding
Basic Branding Decisions
Strategic Brand Alliances
Brand Value
Packaging and Labeling
Differentiation and Positioning
Bases for Differentiation
Positioning Strategies
Mananging Brands over Time
Development Stage
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Lessons from Chapter 7
Questions for Discussion
Exercises
Part 4. Putting Strategy into Action
Chapter 8. Ethics and Social Responsibility in Marketing Strategy
Ethics and Social Responsibility in Marketing Strategy
Dimensions of Social Responsibility
Sustainability
Marketing Ethics and Strategy
The Challenges of Being Ethical and Socially Responsible
Ethical Issues in the Marketing Program
Product-Related Ethical Issues
Pricing-Related Ethical Issues
Supply Chain-Related Ethical Issues
Promotion-Related Ethical Issues
Managing and Controlling Ethical Issues
Regulating Marketing Ethics
Codes of Conduct
Ethical Leadership
Relationship to Marketing and Financial Performance
Stakeholder Orientation
Marketing Financial Performance
Incorporating Ethics and Social Responsibility into Strategic Planning
Lessons from Chapter 8
Questions for Discussion
Exercises
Chapter 9. Marketing Implementation and Control
Strategic Issues in Marketing Implementation
The Link Between Planning and Implementation
The Elements of Marketing Implementation
Approaches to Marketing Implementation
Implementation by Command
Implementation Through Change
Implementation Through Consensus
Implementation as Organizational Culture
Internal Marketing and Marketing Implementation
The Internal Marketing Approach
The Internal Marketing Process
Evaluating and Controlling Marketing Activities
Formal Marketing Controls
Informal Marketing Controls
Scheduling Marketing Activities
Lessons from Chapter 9
Questions for Discussion
Exercises
Chapter 10. Developing and Maintaining Long-Term Customer Relationships
Managing Customer Relationships
Developing Relationships in Consumer Markets
Developing Relationships in Business Markets
Quality and Value: The Keys to Developing Customer Relationships
Understanding the Role of Quality
Delivering Superior Quality
Understanding the Role of Value
Competing on Value
Customer Satisfaction: The Key to Customer Retention
Understanding Customer Expectations
Satisfaction versus Quality versus Value
Customer Satisfaction and Customer Retention
Customer Satisfaction Measurement
Lessons from Chapter 10
Questions for Discussion
Exercises
Part 5. Cases
Case 1. USA Today: Innovation in an Evolving Industry
The History and Growth of USA Today
USA Today Launches
Marketing Program Innovation
USA Today Moves Online
USA Today Provides to On-Demand News and Information
Brand Extensions and Partnerships
USA Today—Today and Tomorrow
USA Today’s Customers
Competition
Economic Woes
Changing Technology
Cultural Shifts
Evolving to Meet the Future
Questions for Discussion
Sources
Case 2. Apple’s Winning Marketing Strategy
The History of Apple, Inc.
Apple’s Products
Mac Computers
iPod and iTunes
iPhone
iPad
The App Store
Apple’s Marketing Program
Pricing
Promotion
Distribution
Apple’s Corporate Culture
Apple’s Marketing Challenges
Competition
Customer Privacy
Product Quality
Intellectual Property
Supply Chain Management
Sustainability
Apple’s Impact on the Practice of Marketing
The Future of Apple
Questions for Discussion
Sources
Case 3. Monsanto Balances the Interests of Multiple Stakeholders
Monsanto’s History: From Chemicals to Food
The Seeds of Change: Monsanto’s Emphasis on Biotechnology
Safety Concerns About Genetically Modified Food
Safety Concerns About Bovine Growth Hormone
Concerns About the Environmental Effects of Monsanto’s Products
Crop Resistance to Pesticides and Herbicides
Monsanto Addresses Ethical and Legal Issues
Bribery Issues
Patent Issues
Legal Issues
Corporate Responsibility at Monsanto
Sustainable Agriculture
Philanthropy
The Future of Monsanto
Questions for Discussion
Sources
Case 4. New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing
History of the New Belgium Brewing Company
New Belgium Embraces Social Responsibility
Responsibilities to the Environment
Responsibilities to Society
Responsibilities to Employees
Responsibility Breeds Success
Questions for Discussion
Sources
Case 5. New Belgium Brewing (B): Developing a Brand Personality
New Belgium’s Initial Marketing Strategy
Developing a Brand Manifesto
Developing the Ad Campaign
Advertising Production
Maintaining a Local Touch
New Media and Consistent Messaging
Sustainable Branding Principles
Questions for Discussion
Sources
Case 6. Mattel Confronts Its Marketing Challenges
Mattel’s Core Products
Barbie
American Girl
Hot Wheels
Fisher-Price
Cabbage Patch Kids
Mattel’s Commitment to Ethics and Social Responsibility
Privacy and Marketing Technology
Expectations of Mattel’s Business Partners
Legal and Ethical Business Practices
Mattel Children’s Foundation
Global Manufacturing Principles
Mattel Faces Product Recalls
Mattel’s Response
The Chinese Government’s Response
Mattel’s Intellectual Property Fight with Bratz
Mattel Looks Toward the Future
Questions for Discussion
Sources
Case 7. Mistine: Direct Selling in the Thai Cosmetics Market
Mistine’s Marketing Program
Mistine’s Product Mix
Mistine’s Pricing Strategy
Mistine’s Distribution Strategy
Mistine’s Promotion Strategy
Mistine’s Direct Selling Operation
Mistine’s Key Competitors
Strategic Assessment of Mistine
Mistine’s Strengths
Mistine’s Weaknesses
Mistine’s Market Opportunities
Mistine’s Market Threats
Mistine’s Future
Questions for Discussion
Sources
Case 8. BP Struggles to Repair Its Tarnished Reputation
The History of BP
Questions About BP’s Ethical and Social Conduct
BP Tries to Repair Its Image Through Branding and Sustainability
BP Establishes a Code of Conduct
The Worst Oil Spill in U.S. History
The Explosion
Failure to Manage Risks
Repercussions of the Disaster
The Long Road to Recovery
Implications for BP’s Marketing Strategy
Questions for Discussion
Sources
Case 9. Chevrolet: 100 Years of Product Innovation
A History of Product Innovation
Chevrolet’s Product Mix
Chevy Corvette
Chevrolet Camaro
Chevrolet Impala
Chevrolet Cruze
Chevrolet Silverado
Chevrolet SUVs/Crossover Vehicles
Chevrolet Volt
Chevrolet’s Branding Strategy
General Motors’ Rivalry with Ford
International Marketing
Challenges and Recovery
Questions for Discussion
Sources
Case 10. Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy
History and Background
Wyndham’s Branding Strategy
Wyndham’s Focus on Stakeholder Orientation
Relationships with Customers
Relationships with Employees
Relationships with Shareholders
Relationships with Communities
Relationship with the Environment
Wyndham’s Ethics and Compliance Programs
Wyndham’s Future
Questions for Discussion
Sources
Case 11. NASCAR: Can’t Keep a Good Brand Down
NASCAR’s History
Early Corporate Sponsors of NASCAR
NASCAR’s Jump in Attendance
NASCAR’s Branding Strategy
Television Broadens NASCAR’s Reach
Co-Branding Enhances Profits and Brand Image
Differentiation Seeks New Audiences
NASCAR’s Brand Equity and Brand Loyalty
NASCAR’s Challenges
Ownership and Structure
Safety Concerns
Environmental Impact
Diversity
Financial Concerns
Conclusion
Questions for Discussion
Sources
Case 12. IndyCar: Seeking a Return to Motorsports’ Fast Lane
Growth and Division of U.S. Open-Wheel Racing
The Motorsports Market
Formula 1
NASCAR
Reunification
Steps Forward, Backward
New Business Opportunities
Global Expansion?
Fan Engagement
Lingering Concerns
Conclusion
Questions for Discussion
Sources
Case 13. Zappos: Delivering Happiness
The History of Zappos
Zappos’ Business Model and Operating Philosophy
Zappos’ Customer-Focused Business Model
Corporate Culture and Work Environment
Zappos’ Marketing Challenges
Merger with Amazon
More than Shoes Campaign
Technical Difficulties
The Future of Zappos
Questions for Discussion
Sources
Case 14. Sigma Marketing: Strategic Marketing Adaptation
The Desk Calendar: A Strategic Opportunity
Sigma Expands Its Strategy
A Strategic Shift
Strategic Refinements
Sigma’s Total Service Package
An Emphasis on Implementation
Linking Technology to the Marketing Program
Sigma’s Current and Future Marketing Strategy
Conclusion
Questions for Discussion
Sources
Case 15. Netflix Fights to Stay Ahead of a Rapidly Changing Market
Netflix’s History
Early Strategy
Optimizing Distribution
Taking Down a Giant
Netflix Changes Its Business Model
Intense Competition in the Movie Rental Industry
Redbox
Fully Digital Competitors
Analyzing Netflix’s Marketing Strategy
Netflix’s Future
Questions for Discussion
Sources
Case 16. Gillette: Why Innovation May Not Be Enough
The History of Innovation at Gillette
The Razor Wars
The Quest for Continued Innovation
Marketing Strategies
Global Expansion
Pricing Strategy
Looking Toward the Future
Questions for Discussion
Sources
Case 17. IKEA Slowly Expands Its U.S. Market Presence
The IKEA Concept
Production
Marketing
The Future of IKEA’s U.S. Expansion
IKEA’s Strengths
IKEA’s Weaknesses
IKEA’s Market Opportunities
IKEA’s Market Threats
Questions for Discussion
Sources
Case 18. Sushilicious: Standing Out In A Crowded Field
Introduction
Daniel Woo and the Sushilicious Concept
Sushi Competitors in Irvine
Selecting a Location: The Former Gen Kai Japanese Cuisine Restaurant
The Sushilicious Concept
Marketing Sushilicious
Sushilicious’s New Media Marketing Strategy
Yelp
Foursquare
Website
YouTube
Assessing the Strategy
Thinking About the Next Step
Case 19. Trouble Brews at Starbucks
The Beginning
Schultz’s Vision for Starbucks
Creating His Own Story
Starbucks Goes Public
Expanding the Business Model
Developing New Products
Location, Location, Location
Connecting with Customers
Global Expansion
A Perfect Storm
Incremental Decisions and Unintended Consequences
Competitors Collide
It’s the Economy!
The Fall from Grace
Case 20. Groupon
Introduction
What Is Groupon?
The Beginning
The Point: Make Something Happen
Groupon Model
Early Days of Groupon – Finding What Worked
The Journey Towards Expansion: Groupon’s Working Formula
Setting Up the Deal
Marketing
Customers: Individual Subscriber Demographics
Customers: Businesses
Collective Buying Industry
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