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1992 | Buch | 2. Auflage

Prologue Kapitel lesen Erstes Kapitel lesen

Marketing Strategy and Management

verfasst von: Michael J. Baker

Verlag: Macmillan Education UK

Enthalten in: Professional Book Archive

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SUCHEN

Inhaltsverzeichnis

Frontmatter

Marketing Strategy

Frontmatter
Chapter 1. Prologue
Abstract
Prologues, like overtures, are intended to achieve at least three objectives:
1
To establish the point of departure;
 
2
To indicate the direction in which one is to proceed; and
 
3
To introduce some of the themes which will be encountered as the plot unfolds.
 
Michael J. Baker
Chapter 2. Marketing and Competition
Abstract
The issues to be addressed in Chapter 2 include:
1
The concept of ‘competition’.
 
2
The nature and value of CUGs (currently useful generalisations).
 
3
The nature and scope of marketing.
 
4
The relationship between market structure, the conduct of suppliers and their performance.
 
5
How these competitive forces shape and influence marketing strategy.
 
6
The impact and consequences of international trade on competition.
 
7
Michael Porter’s concept of the ‘Diamond of National Advantage’.
 
8
The role of government and chance in determining competitive outcomes.
 
9
The development of ‘clusters’ of competitive industries.
 
10
The nature and sources of competitive advantage.
 
11
The contribution of marketing to competitive success.
 
Michael J. Baker
Chapter 3. Marketing and Corporate Strategy
Abstract
The issues to be addressed in Chapter 3 include:
1
The development of the marketing function.
 
2
The fundamentals of corporate vs marketing strategy and the context in which they evolve.
 
3
The identification of limited strategic alternatives and basic strategic options.
 
Michael J. Baker
Chapter 4. Principles of Strategic Marketing Planning
Abstract
The issues to be addressed in Chapter 4 include:
1
The relevance of strategic marketing planning (SMP) to organisations at different stages of their development.
 
2
The evolution of management and planning systems.
 
3
The formal definition of SMP.
 
4
The nature of objectives and their formulation.
 
5
The description of a framework for SMP.
 
6
Identification of some key principles of SMP.
 
7
The formulation of corporate strategy.
 
8
Some criticisms of and obstacles to SMP.
 
Michael J. Baker
Chapter 5. Analytical Frameworks for Strategic Marketing Planning
Abstract
The issues to be address in Chapter 5 include:
1
The concept of the product life-cycle (PLC).
 
2
The phases of the PLC — Introduction, Growth, Maturity, Decline — and the basic strategic alternatives associated with them.
 
3
Diffusion theory as confirmation of the existence of the PLC and an input to strategic planning.
 
4
Using the PLC as a planning tool.
 
5
Portfolio analysis as a technique for establishing the firm’s current standing and identifying possible future courses of action.
 
6
Criticism of portfolio analysis.
 
7
Strategic overviews and their role in diagnosing current threats and opportunities.
 
8
Gap analysis as a technique for detecting possible mismatches between aspirations and likely outcomes.
 
9
Scenario analysis as a means of coping with increasing environmental uncertainty.
 
10
SWOT analysis as the foundation for formal strategic planning.
 
Michael J. Baker
Chapter 6. The Marketing Environment
Abstract
The issues to be addressed in Chapter 6 include:
1
The view that the external environment is the ultimate constraint upon the courses of action open to a firm.
 
2
The influence of demographic factors on primary demand.
 
3
The role of other forces — social, cultural, economic, political, technological, etc. — in modifying and shaping actual demand and consumption patterns.
 
4
The pattern of economic activity over time and the existence of underlying cycles and trends.
 
5
The nature of competition and the importance of non-price factors in developing marketing strategies.
 
6
The implications of environmental change for marketing practice.
 
Michael J. Baker
Chapter 7. Buyer Behaviour
Abstract
The issues to be addressed in Chapter 7 include:
1
A review of alternative explanations of choice behaviour to be found in the social sciences — economic, psychological and sociological.
 
2
The nature of selective perception and its influence on choice decisions.
 
3
The concepts of a hierarchy of needs and a hierarchy of effects.
 
4
The role of post-purchase dissonance.
 
5
The sequence of events in a buying decision and the effects of novelty/ familiarity upon them.
 
6
The proposition of a composite model of buyer decision behaviour and its application in practice.
 
Michael J. Baker
Chapter 8. Market Segmentation
Abstract
The issues to be addressed in Chapter 8 include:
1
The differences between product differentiation and market segmentation as alternative competitive strategies.
 
2
Possible bases for segmenting markets.
 
3
Procedures and methods for segmenting markets.
 
4
Deciding when to segment a market.
 
Michael J. Baker
Chapter 9. Positioning
Abstract
The issues to be addressed in Chapter 9 include:
1
The nature of positioning and its relationship to market segmentation.
 
2
The role of perception in choice decisions and its measurement through perceptual mapping.
 
3
The concepts of positioning and ‘ladders in the mind’.
 
4
The idea of ‘niche marketing’.
 
5
The nature of branding and its use in marketing.
 
6
The concept of the augmented product and its role in developing competitive advantage.
 
7
The view that increasingly companies will be regarded as brands, and marketed as such.
 
Michael J. Baker
Chapter 10. Situation Analysis: The Marketing Audit
Abstract
The issues to be addressed in Chapter 10 include:
1
The nature and purpose of the marketing audit.
 
2
Competitor analysis.
 
3
Sales forecasting.
 
Michael J. Baker
Chapter 11. The Marketing Mix
Abstract
The issues to be addressed in Chapter 11 include:
1
The concept of the marketing mix.
 
2
Identification of the mix ingredients.
 
3
Selection of a marketing mix.
 
4
Management of the marketing mix.
 
Michael J. Baker

Managing the Market Function

Frontmatter
Chapter 12. Marketing Research
Abstract
The issues to be addressed in Chapter 12 include:
1
The role and nature of marketing research.
 
2
The distinction between qualitative and quantitative research.
 
3
Sources of data and methods of data collection.
 
4
The analysis and reporting of data.
 
5
Bayesian analysis as an aid to decision-making under conditions of uncertainty.
 
Michael J. Baker
Chapter 13. Product1 Policy
Abstract
The issues to be addressed in Chapter 13 include:
1
The role of the product in marketing.
 
2
The relationship between user needs and product characteristics.
 
3
The classification of products.
 
4
The nature of product policy.
 
5
The importance of product development
 
6
The normative theory of new product development
 
7
The management of the product life-cycle (PLC)
 
8
The monitoring of product performance.
 
Michael J. Baker
Chapter 14. Packaging
Abstract
The issues to be addressed in Chapter 14 include:
1
The role of packaging as a strategic element in the marketing mix.
 
2
The factors to be considered in developing a package.
 
Michael J. Baker
Chapter 15. Pricing Policy and Management
Abstract
The issues to be discussed in Chapter 15 include:
1
The theoretical foundations of pricing behaviour and their contribution and limitations in practice.
 
2
The nature of pricing objectives and their relationship to profit and sales (market share) objectives.
 
3
Major pricing objectives in practice.
 
4
Approaches to price determination — cost-plus, flexible mark-up and marginal-cost.
 
5
The role of pricing in the marketing mix.
 
6
Alternative pricing strategies.
 
Michael J. Baker
16. Distribution and Sales Policy
Abstract
The issues to be addressed in Chapter 16 include:
1
The nature of marketing channels and the functions they perform.
 
2
Factors which influence channel structure.
 
3
The selection of distribution channels.
 
4
The formulation of distribution policy.
 
5
The role of personal selling.
 
6
Distribution strategy and the PLC.
 
Michael J. Baker
Chapter 17. Promotion Policy and Management
Abstract
The issues to be addressed in Chapter 17 include:
1
The nature of the communication process.
 
2
The role of advertising and its influence on consumers’ choice behaviour.
 
3
Selecting promotion objectives.
 
4
The development of a promotional strategy.
 
5
Setting advertising budgets.
 
6
The measurement of advertising effectiveness.
 
Michael J. Baker

Implementing Marketing

Frontmatter
Chapter 18. Service
Abstract
The issues to be addressed in Chapter 18 include:
1
The nature and scope of customer service.
 
2
The strategic use of service.
 
3
The concept of Total Quality Management (TQM).
 
4
The pricing of services
 
5
The measurement of service quality.
 
6
Service as a marketing strategy.
 
Michael J. Baker
19. Developing a Marketing Culture
Abstract
The issues to be addressed in Chapter 19 include:
1
The relationship between organisational structure and strategy formulation.
 
2
The influence of business functions on business orientations.
 
3
The concepts of organisational climate, corporate personality and culture as factors affecting business organisation and practice.
 
4
The development of a marketing-orientated organisation.
 
5
The notions of corporate vision, mission and strategic intent.
 
6
Implementing marketing.
 
Michael J. Baker
20. The (Short-term) Marketing Plan
Abstract
The issues to be addressed in Chapter 20 include:
1
The need for formal plans.
 
2
A framework for marketing planning.
 
3
The essential components of a marketing plan.
 
Michael J. Baker
21. Control
Abstract
The issues to be addressed in Chapter 21 include:
1
The assessment and measurement of the marketing function’s contribution to corporate success.
 
2
Costs and their behaviour in relation to output and profit.
 
3
The concepts of cash flow and net present value.
 
4
Summary measures of performance.
 
5
Management ratios and their use in diagnosing a firm’s financial health.
 
Michael J. Baker
22. Recapitulation
Abstract
This book has been concerned with a description and analysis of the application of strategic planning to the marketing function and the translation of the resultant marketing strategies into operational plans. Thus we have looked at the nature of strategy in general and marketing strategy in particular, and have recognised that marketing is constrained by the environment within which its activities must be performed. Within this overriding constraint we have acknowledged that the particular performance of the individual organisation will depend upon its ability to identify and satisfy the highly specific needs of individual consumers and that the degree of success which it will enjoy will depend in turn upon its ability to differentiate itself in the minds of prospective customers from the offerings of its competitors. Success in achieving this will be determined by its degree of understanding of the way in which buyers choose and the extent to which it can put this knowledge to good effect by identifying and developing profitable market segments.
Michael J. Baker
Backmatter
Metadaten
Titel
Marketing Strategy and Management
verfasst von
Michael J. Baker
Copyright-Jahr
1992
Verlag
Macmillan Education UK
Electronic ISBN
978-1-349-22167-7
Print ISBN
978-0-333-57644-1
DOI
https://doi.org/10.1007/978-1-349-22167-7