Marketing strategy and management
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| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke u.a.
Macmillan
1992
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| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 245 | 1 | 0 | |a Marketing strategy and management |c Michael J. Baker |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Basingstoke u.a. |b Macmillan |c 1992 | |
| 300 | |a XXV, 560 S. |b graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1819647233264451584 |
|---|---|
| adam_text | I Contents
List of Figures xiv
List of Tables xvii
Preface to the Second Edition xix
Acknowledgements xxii
PART I MARKETING STRATEGY 1
1 Prologue 3
Introduction 3
The point of departure 3
The strategic perspective in marketing 4
Scope of the book 8
2 Marketing and competition 15
Learning goals 15
Introduction 16
Competition 17
What is marketing? 19
Market structure, conduct and performance 21
Competition and marketing strategy 23
International competition 28
The diamond of national advantage 29
The role of government and chance 3i
The development of clusters 34
The creation of competitive advantage 35
Marketing and competitive success 38
Summary 42
3 Marketing and corporate strategy 44
Learning goals 44
Introduction 44
The development of the marketing function 45
vii
Corporate strategy 47
The concept of the firm s business 52
The concept of limited strategic alternatives 57
Corporate strategy or marketing strategy? 60/
General management and marketing management 65
Summary 66
4 Principles of strategic marketing planning 67
Learning goals 67
Introduction 67
The evolution of management systems 69
Some definitions 73
Formulating objectives 75
A framework for strategic marketing planning 78^
Principles of SMP 83
The formulation of corporate strategy 87
Criticisms of and obstacles to strategic planning 89
Summary 96
5 Analytical frameworks for strategic marketing planning 98
Learning goals 98
Introduction 99
The product life cycle 100
Diffusion theory 109
Using the PLC as a planning tool 114
Product portfolio analysis 116
Business portfolio analysis under attack 121/
Strategic overviews 125
Gap analysis 130
Scenario planning 132
SWOT 136
Summary 137^
6 The marketing environment 139
Learning goals 139
Introduction 139
The environment as the ultimate constraint 140
Demographic factors 141
Social and cultural factors 145
Political and governmental factors 146
Economic factors 148
Technological factors 149
Cycles and trends 152
Competition 155
Non price competition 157
Changing times = changing values 159
What next? 160
Summary 162
7 Buyer behaviour 163
Learning goals 163
Introduction 163
Choice and the social sciences 164
Selective perception 169
Hierarchy of needs 173
Hierarchy of effects 174
Post purchase dissonance 175
Buy phases 176
Characteristics of goods 177
Buyer behaviour and the decision maker 178
The Baker composite model 179
Using the model 182
Summary 187
8 Market segmentation 188
Learning goals 188
Introduction 188
Product differentiation vs market segmentation 189
Bases for segmentation 191
Procedure and methods 194
Cluster analysis 196
Major segmentation methods 199
Location as a basis for segmentation 200
Demographic segmentation 203
Psychographic and behaviouristic segmentation 203
Usage segmentation 204
Benefit segmentation 207
Segmenting industrial markets 209
When to segment 210
Summary 216
9 Positioning 218
Learning goals 218
Introduction 218
Perceptual mapping 219
Positioning in the mind 225
Branding 228
Building a brand reputation 231
Summary 240
10 Situation analysis: the marketing audit 241
Learning goals 241
Introduction 241
Marketing audits 242
Competitor analysis 250
Sales forecasting 253
Summary 259
11 The marketing mix 260
Learning goals 260
Introduction 260
The evolution of the marketing mix concept 261
Identifying the ingredients of the marketing mix 262
Selecting the right mix 266
Managing the mix 271
Summary 275
Til MANAGING THE MARKET FUNCTION 277
12 Marketing research 279
Learning goals 279
Introduction 279
The need for marketing research 280
Quantitative or qualitative research? 284
Data collection 287
Secondary sources of data 287
The collection of primary data 289
Probability samples 290
Non probability samples 292
Field survey methods 292
Market assessment, research checklist 295
Data reduction and analysis 296
Bayesian analysis 299
Developing a decision tree 304
Analysing the decision tree 309
Summary 310
contents xi
13 Product policy 313
Learning goals 313
Introduction 313
The role of the product in marketing 314
User needs and product characteristics 316
Product classification and marketing strategy 319
Some definitions of the product 321
Product policy 322
Product development 328
The new product development (NPD) cycle 329
Organisation for new product development 333
Managing the product life cycle 335
Monitoring product performance 344
Summary 347
14 Packaging 348
Learning goals 348
Introduction 348
Definitions 349
Packaging criteria 349
Developing the pack 354
Summary 359
15 Pricing policy and management 360
Learning goals 360
Introduction 360
Theoretical foundations 361
Limitations and contributions of price theory 365
Pricing objectives 367
Profit objectives 369
Sales oriented objectives 371
Pricing objectives in practice 373
Price determination 374
Cost plus pricing 375
The contribution approach 376
The role of pricing in the marketing mix 377
Pricing strategies 382
Summary 383
16 Distribution and sales policy 385
Learning goals 385
Introduction 385
Why do channels develop? 387
Functions of a channel 389
Channel composition 391
Factors influencing channel structure 391
Selecting the distribution channel 394
Formulating a distribution policy 399
Vertical marketing systems 401
Personal selling 403^
Sales and distribution effort through the product life cycle 404
Summary 406/
17 Promotion policy and management 408
Learning goals 408
Introduction 408
The nature of the communication process 410
How does advertising work? 412
Promotion objectives 415
Developing a promotional strategy 421
Setting the advertising budget 423
Measuring advertising effectiveness 430
Summary 433
T III IMPLEMENTING MARKETING 435
18 Service 437
Learning goals 437
Introduction 437
The nature of customer service 438^.
The scope of customer service 440
The strategic use of customer service 447
Total Quality Management (TQM) 450^
Pricing services 452
Measuring service quality 453
Service as a marketing strategy 454
Summary 456
19 Developing a marketing culture 458
Learning goals 458
Introduction 458
Organising for marketing 461
Basic business orientations 461
Developing a market orientated organisation 468
Mission, vision and strategic intent 470
The mission statement 473
Implementing marketing 475
Summary 479
20 The (short term) marketing plan 480
Learning goals 480
Introduction 480
A framework for marketing planning 481
Essential components of the short term marketing plan 484
Summary 490
21 Control 491
Learning goals 491
Introduction 491
Profits and performance 492
Cost analysis 494
Other important cost concepts 498
Contribution analysis 500
Cash flow and net present value 505
Management ratios 507
Summary: the importance of control in marketing 513
22 Recapitulation 515
Introduction 515
The virtuous circle of best marketing practice 516
Marketing and competitive success 518/
Maxims for marketers 523
A Baker s dozen of key concepts 528
Notes and references 533
Index 553
I List of Figures
2.1 The structure conduct performance paradigm 22
2.2 Forces governing competition in an industry 25
2.3 Determinants of national competitive advantage 30
2.4 Factors influencing competitive success 41
3.1 Taxonomy of strategic decision making 53
3.2 Growth vector components 57
3.3 The attack problem 58
3.4 The product life cycle 61
3.5 Generic strategies 64
4.1 Characteristics of effective strategy statements 81
4.2 The marketing planning process 82
4.3 The cycle of SMP 83
4.4 The strategic condition matrix 86
4.5 A depiction of the strategy centres concept 88
4.6 Phases in the development of strategic planning 91
5.1 Four introductory marketing strategies 102
5.2 Classic fashion good PLC 105
5.3 Innovation of new products postpones the time of total maturity — nylon
industry 107
5.4 Distribution of adopters over time 110
5.5 Cumulative adoptions over time 110
5.6 The business portfolio and associated cash flow 120
5.7 Product portfolio sector: strategic guidelines 122
5.8 The stages of planning 124
5.9 The directional policy matrix 125
5.10 3x3 chart depicting relative investment opportunity 127
5.11 General Electric s stoplight strategy 130
5.12 The directional policy matrix 131
5.13 Ansoff s gap analysis chart 132
5.14 Gap analysis 133
6.1 UK actual and projected total population, 1945 2010 143
6.2 Significant technological events within a single lifetime 150
6.3 The phases of an economic cycle 153
7.1 Features of a machine tool considered one of the three most
important 181
8.1 Alternative perspectives of the total market 190
xiv
8.2 Perceptual map 195
8.3 Annual purchase concentration in 18 product categories 206
8.4 Map of the six benefit segments 214
9.1 Hypothetical model of a retail market 223
9.2 Hypothetical model of a retail market, including the position of the ideal
store 223
9.3 Hypothetical model of a retail market, including the ideal store and
concepts 224
9.4 The relationship between market share and profitability 230
9.5 What is a brand? 232
9.6 Quality and profitability 234
9.7 Timing of market entry and business 235
9.8 The global top 10 236
9.9 The top 10 brands in the UK 237
11.1 Model of the customer market offering dimensions of the marketing
mix 263
11.2 Elements of the marketing mix 264
11.3 Typical marketing mix patterns by industry type 269
11.4 The marketing mix and differential advantage: matching customer service
wants 275
12.1 Operational research (OR) methods: a taxonomy 281
12.2 Successive focusing 283
12.3 A Bayesian view of the decision process 301
12.4 An exercise in decision making, showing the possible results of a chance
event 305
12.5 The new product development decision 306
12.6 Expected outcomes for NPD 310
12.7 Decision for roll back 311
13.1 Bar chart showing need elements and need intensity 318
13.2 Ansoff s growth vector matrix 323
13.3 The technology market matrix 327
13.4 New product development costs 332
13.5 Marketing strategy: relationships 337
13.6 A sequential flow diagram for the implementation of the product
elimination decision 342
14.1 Packaging that stands out from the competition: simple designs and vivid
colours attract the shopper s attention 358
15.1 Perfect inelasticity 364
15.2 Perfect elasticity 364
15.3 Unit elasticity 364
15.4 Hierarchy of business objectives 368
15.5 Role of pricing in marketing mix 1980 8 380
16.1 Alternative channels of distribution 392
17.1 Overlap in the field of experience of source and destination 411
17.2 How advertising may work 414
18.1 Composite service organisation for durable goods industries 441
18.2 Composite service organisation for consumer goods industries 442
18.3 Repurchase loyalty to the retailer (new vehicle sales) 445
18.4 The value of customer satisfaction 446
18.5 The relative importance of customer satisfaction factors 447
18.6 A quality driven planning matrix: strategic response 451
19.1 Financial vs marketing orientations 460
19.2 Organisational sub systems continuum 466
19.3 Scales of structural characteristics 467
19.4 The Ashridge mission model 471
19.5 Mission statement: Marks Spencer pic 474
19.6 Mission statement: British Airways pic 475
19.7 Corporate statement: Cable Wireless 476
20.1 The marketing planning process 482
21.1 Cost curves 495
21.2 Simplified break even chart 496
21.3 Curvilinear variable cost curve 497
21.4 Break even 498
21.5 Investment life cycle of hypothetical new product 500
21.6 Control and operating ratios 508—9
21.7 The business system: an overview 514
22.1 Virtuous circles of marketing practice 516
22.2 Top performer organisation 521
22.3 Top performer marketing activities 521
22.4 Marketing approaches and evolutionary patterns 522
I List of Tables
3.1 A comparison of various authors concepts of strategy and the strategy
formulation process in the businesss management field 50 1
4.1 Factors that influence how formal and complex an organisation s
planning system should be 69
4.2 Stages of corporate development 70
4.3 Types of strategic planning 72
4.4 Trends in strategic planning 73
4.5 Contrasting strategy requirements 79
4.6 Obstacles to effective strategic planning 92
5.1 Introductory marketing strategies and suitable situations 103
5.2 The classification of adopter categories 114
5.3 How PLC advocates view the implications of the cycle for marketing
action 117
5.4 Factors contributing to market attractiveness and business
position 126
7.1 Hierarchy of effects models 174
7.2 The buy grid analytic framework for industrial buying situations 176
73 Features for effective selling in machine tool markets 182
7.4 Impact of loss of 0.75% of total market share on various levels of existing
market share 185
8.1 Major segmentation variables 200
8.2 ACORN groups in Great Britain 202
8.3 Purchase concentration deciles 205
8.4 Toothpaste market segment description 208
8.5 A summary of product benefits 208
9.1 Critical success factors 221
9.2 Critical success factors: product factors influencing
competitiveness 221
9.3 Lindquist s 9 store image attributes 222
10.1 The marketing audit 243 6
10.2 Consumption audit 247
10.3 Weighted services and performance 252
11.1 Wasson s hypotheses about appropriate strategies over the PLC 272 4
12.1 Qualitative vs quantitative research 285
12.2 Methods of data collection 288
13.1 Product characteristics 318
xvii
13.2 The market pull model 326
13.3 Inter industry variations in dependence on new products 329
14.1 Example of facings analysis: cracker market 357
15.1 A comparison of the Said, Robicheaux, Pass and Udell studies 378
16.1 Intensity of channel coverage 396
16.2 Summary of factors influencing channel length 397—8
17.1 Advertising objectives 419
17.2 Advertising strategy 422
17.3 The most important factors in gaining business in this market 423
17.4 Strengths and weaknesses of major media 425—6
17.5 Methods used to set advertising budgets 428
17.6 Method of setting advertising budget related to company size 428
17.7 Method of setting advertising budget related to product category 429
17.8 Method of setting advertising budget related to profit margin
achieved 430
17.9 Means of assessment of advertising objectives 432
21.1 Cost distinctions 499
21.2 Break down by product type 503
21.3 Product characteristics and product benefits segments 504
21.4 Reasons why comparisons of individual annual statements of accounts
may be of limited value 507
22.1 Company s marketing approach 520
22.2 Company s role for marketing 520
|
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| author_GND | (DE-588)128372443 |
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| callnumber-subject | HF - Commerce |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
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| id | DE-604.BV006155318 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T12:02:03Z |
| institution | BVB |
| isbn | 0333576438 0333576446 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003893201 |
| oclc_num | 26681775 |
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| owner_facet | DE-703 DE-19 DE-BY-UBM DE-188 |
| physical | XXV, 560 S. graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
| publishDateSort | 1992 |
| publisher | Macmillan |
| record_format | marc |
| spellingShingle | Baker, Michael John 1935- Marketing strategy and management Marketing ram Marketing Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4124261-0 (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Marketing strategy and management |
| title_auth | Marketing strategy and management |
| title_exact_search | Marketing strategy and management |
| title_full | Marketing strategy and management Michael J. Baker |
| title_fullStr | Marketing strategy and management Michael J. Baker |
| title_full_unstemmed | Marketing strategy and management Michael J. Baker |
| title_short | Marketing strategy and management |
| title_sort | marketing strategy and management |
| topic | Marketing ram Marketing Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketingmanagement Strategisches Management Einführung |
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