Marketing Management: The Big Picture, 2nd Edition,9780471756682

Marketing Management: The Big Picture, 2nd Edition

by
ISBN13: 9780471756682
ISBN10: 0471756687
Format: Paperback
Pub. Date: 2005-09-01
Publisher(s): WILEY
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Summary

Now in its second edition, this engaging book provides readers with a set of tools that will enable them to attack marketing problems and find innovative solutions. It presents an integrated framework that is designed to help them analyze, prioritize, and then solve these problems. With this "Big Picture" approach, theyll gain a better understanding of how they affect and are affected by the decisions that are made. This leads to stronger, more effective marketing in the long run.

Table of Contents

Preface: How This Project Came to Be vii
Statement of Purpose
Introduction to the Case Method
Overview: The Materials xiii
Synopsis and Content
Intended Audience
About the Author
Module 1. Ethics: Tools and Responsibility 1(6)
Everyday Ethical Practice
Motivation to Ethical Practice
Ethics and the Big Picture
Module 2. Business Objective: Fundamental Entity 7(18)
Varieties of Branding Strategies (Retail Branding, Umbrella Branding, Distinct Branding, Hybrid Branding)
Implications of Branding Strategies (Time frame, positioning, product risk, firm competencies)
Relationship of Fundamental Entity to Branding Strategy
Core Competence
Integration of Core Competence with Marketing Strategy
Core Business
The Goal Statement
Goal Criteria
Module 3. Marketing Objective: Customer Definition 25(14)
Attitudes vs. Behaviors
Customer Acquisition
Brand Loyalty (Heart, Head, Hand Loyalty)
Acquisition Activities
Retention
Retention Activities
Relationship to Business Objective
Module 4. Source of Volume: Category Definition 39(20)
Stimulate Primary Demand (New Users, New Volume, New Value)
Steal Share vs. Stimulate Demand, Pros and Cons
Subtle Strategic Distinctions
Relationship to Marketing Objective/Source of Volume
Evaluation of Strategy
Module 5. Segmentation: Why segment a market? 59(22)
Segmentation vs. Stereotyping
Segmentation Variables (Demographic, Behavioral, Attitudinal, Aspirational)
Main and Dynamic Segmentation Variables
Segmentation Criteria (Characteristics of the Variable, Consumer Needs, Company Capabilities)
Steps in the Segmentation Process
Relationship to Marketing Objective/Source of Volume
Module 6. Targeting: Describing the Competitive Space 81(10)
Plotting the Market (Steal Share vs. Stimulate Demand)
Target Audience Description
Purchase Process Description
Relationship to Marketing Objective/Source of Volume
Module 7. Positioning: Focusing on a Communication Objective 91(10)
The Five-box Strategy Format
Articulate Positioning (writing positioning statements, brand story/narrative, concept boards)
Relationship to Marketing Objective/Source of Volume
Module 8. Product: Introduction to the 4P's 101(20)
Benefits vs. Features
The Product Lifecycle Fallacy (a.k.a. Managing the Product Lifecycle)
Product vs. Brand/Brand Equity
Assessing Brand Value
Product Involvement/Attributes: The Link Between Consumer and Product
Product Involvement and the Purchase Process
Product Involvement and Product Attributes
Relationship to Marketing Objective/Source of Volume
Module 9. Product as Service: The Zone of Tolerance 121(16)
Defining Elements of Services
Implications for Services Marketers
Customer Satisfaction and Customer Service
Relationship to Marketing Objective/Source of Volume
Module 10. Marketing Communication: Advertising Objective (Basic Awareness, Top of Mind Awareness, Information, Image/Attitude, Behavior) 137(10)
Copy Development (Positioning Statement, Concept Development, Production)
Media Choices
Setting Advertising Budgets
Relationship to Marketing Objective/Source of Volume
Module 11. Pricing Strategy: Pricing and Surplus 147(20)
Options for Capturing Surplus (Variable Cost Reduction, Price Discrimination. Value Pricing)
Steps in the Value Pricing Process
Value Pricing vs. Competitive Pricing
Pricing Tactics (Trial Pricing vs. Continuity Pricing)
Relationship to Marketing Objective/Source of Volume
Module 12. Channel Strategy (Place): Channel Purpose and Description 167(10)
Channel Flows and Functions
Channel Factors (Channel Length, Channel Breadth, Channel Depth)
Channel Conflict
Channel Power
Relationship to Marketing Objective/Source of Volume
Module 13. Integrate—Market Research: Why Do Market Research? 177(32)
Models for Research
Research Design
Qualitative vs. Quantitative Research
Exploratory Research
Descriptive Research
Experimental Research
Sources of Data
Primary vs. Secondary Research
Market Research in the Big Picture
Market Research: 10 Questions
Appendix 1. The Case Method: Background for Case Analysis: Identify (Leveraging Facts, Assumptions and Logic to Form Hypotheses) 209
Prioritize (Selecting a Primary Impediment)
Express (Goal, Impediment, Solution)

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