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• Cover Page
• Half Title page
• Best Business Books
• Title Page
• Copyright Page
• Contents
• About the Authors
• Case Contributors
• Preface
• Chapter 1 The Marketing Management Process
• What is Marketing?
• The Marketing Concept
• Marketing Management in the New Millennium
• Product Quality and Value-Based Marketing Strategy
• Service Quality Strategy
• Improving Customer Perceptions of Service Quality
• Relationships
• Customer Satisfaction
• The Effective Marketing Management Process
• Societal Marketing Orientation
• Understanding
• Market Segment Analysis
• Competitive Analysis
• Financial Analysis
• Planning
• Strategic Planning
• Operational Marketing Plans
• Implementing
• Connecting with Customers
• The Environment of Marketing Decisions
• Global Orientations to Marketing Decisions
• Ethical Orientation to Marketing Decisions
• E-Commerce and Marketing Principles
• Summary
• Chapter 2 Customer Analysis
• Introduction to Market Segmentation
• Methods of Segmenting Markets
• Research-Based Segmentation
• A Case Study in Research-Based Segmentation
• Existing Segmentation Systems
• Consumer Markets
• Business Markets
• Managerial Judgment
• Market Grid Analysis
• Estimating the Potential of Market Segments
• Market Factors
• Market Potential
• Summary
• Chapter 3 Competitive Analysis
• Purpose of Competitive Analysis
• Importance of Understanding Competition
• The Nature of Competition
• Types of Competition
• Levels of Competition
• Industry Analysis
• Industry Structure
• Industry Direction
• Competitor Analysis
• Who are Our Competitors?
• What are Competitors’ Strategies?
• What are Competitors’ Objectives?
• What are Competitors’ Strengths and Weaknesses?
• The Competitive Marketing Audit
• Competitive Strategies and Resources
• Exploiting the Company’s Competitive Advantage
• Strategies by Market Position
• How May Competitors React?
• A Customer or Competitor Orientation?21
• Summary
• Chapter 4 Financial Analysis for Marketing Decisions
• Financial Assessment
• Not-for-Profit Financial Analysis
• Revenue Analysis
• Forecasting Market Share
• Cost Analysis
• Cost Concepts
• Data Sources
• Cost Behavior, Sensitivity Analysis, and Risk Analysis
• Profitability Analysis
• Return on Investment
• Financial Analysis Process
• Methods of Analyzing Investments
• Methods of Analyzing Risk
• Risk-Adjusted Discount Rate
• Risk-Adjusted Cash Flows
• Simulation Models
• Not-For-Profit Cost Analysis
• Summary
• Chapter 5 Marketing Planning: Strategic Perspectives
• Why Strategic Management?
• The Strategic Management Process
• Corporate Purpose or Mission
• Corporate Objectives
• Corporate Strategies
• Planning Levels
• Strategies for Existing Strategic Business Units
• Growth-Share Matrix
• The Business Screen
• Corporate Planning and Marketing Planning
• Strategic Planning in Global Organizations
• Market Entry
• Exporting
• Licensing
• Joint Ventures
• Contract Manufacturing
• Direct Investment
• Summary
• Chapter 6 Marketing Planning: Operational Perspectives
• The Operating Marketing Plan Format
• Situation Analysis
• Setting Objectives
• Marketing Strategy Selection
• Plan Monitoring and Control
• Preparing the Plan and Budget
• Target Marketing and Marketing Strategy Development
• Target Market Selection
• Targeting Strategies
• Target Marketing under Different Market Conditions
• Product Positioning
• The Interrelationship of Market Targeting and Product Positioning
• Strategies to Position Products
• Positioning Analysis
• Summary
• Chapter 7 Implementing Marketing Plans
• Internal Marketing Implementation Issues
• Implementation Skills
• Integrating a Societal Marketing Orientation throughout the Organization
• Total Quality Management
• Organizing for Implementation
• People
• Systems
• Corporate Culture
• Structure
• Transition from Strategy to Tactics
• Product
• Place
• Promotion
• Price
• Summary
• Chapter 8 Evaluation and Control of Marketing Activities
• Integration of Planning and Control
• Timing of Information Flows
• Performance Evaluation and Control
• Sales Control
• Cost Control
• Profit Control
• Customer Feedback
• Ratio Analysis
• The Marketing Audit
• Audit Personnel
• Objectives, Scope, and Breadth of Audit
• Audit Data and Reporting Format
• Summary
• Case 1 Watercrest Park
• Situation Analysis
• Environmental Trends
• Consumer Analysis
• Competitive Analysis
• Case Appendix
• The Consumer Study
• Case 2 Superior Electrical Contractors: Residential Services Division
• Background
• Sales History
• The Residential Services Division
• Market Survey Results
• Market Area Data
• Pricing Strategy Options
• Case 3 Gateway Medical Waste Transport of Colorado
• Background
• Company History
• The Colorado Operation
• Marketing Activities
• Financial Performance
• Case 4 National Foundations, Inc.
• Consumer Analysis
• Residential Housing in the United States
• Market Potential
• Consumer and Builder Input
• Financial Considerations
• Case 5 Mildred’s Caddy
• Case 6 Jay’s Travel Trailer Park
• Tourism and Recreation
• Overnight Campers
• Competitive Analysis
• Target Market
• Price
• Case 7 The Box Factory, Inc.
• Background
• Market Analysis
• Product Analysis
• Competitive Analysis
• Financial Analysis
• Marketing the New Display Case
• Case 8 Central Bank: Automatic Teller Machines
• Background
• The Consumer Study
• ATM Usage
• Price Sensitivity Among Cardholders
• The Pricing Dilemma
• Case 9 Cell Tech
• Cell Tech
• Products
• Distribution
• Ethical and Legal Problems with Network Marketing
• Blue-Green Algae
• Federal Regulation
• A Question of Safety—Claims and Counterclaims
• Toxicity
• State Regulation
• The 1997 August Celebration
• Case 10 The Interfraternity Council
• Background
• Supporting Information
• Basic Expectations
• A Few Statistics on Fraternity Men
• The University’s Six Fraternities
• Research Data
• Promotional Plan/Budget
• Case 11 Jill’s House of Cakes
• Home Business
• Price
• Distribution
• Competitors
• Current Operations
• Promotional Activity
• Thoughts of Expansion
• Jill’s Research
• Luncheon Meeting
• Case 12 Putting the Frosting on Cheerios
• Introduction
• Company Background
• Competition
• Cheerios’ Background
• Product Introduction
• The Target Market
• Communication
• Stocking Frosted Cheerios
• Project Review Meeting
• Bibliography
• Case 13 Spencer’s Supermarket
• Previous Research Findings
• A New Dilemma
• Case 14 Lakewood Players
• History
• Organizational Structure
• Performances at Lakewood Playhouse
• Financial Information
• Competition
• Promotional Activities
• 1996–1997 Performance Assessment
• Board Meeting
• Case 15 BCH Telecommunications
• Preparation for Prague
• Early Entrepreneurial Speculations
• Research for the Venture in Prague
• Economic Developments in Czechoslovakia
• Hurdles for the New Business
• An Introduction to Callback Services
• Competition for BCH
• The Company Grows and Takes on More Staff
• Crisis for Jeff Welker
• Notes
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 5
• Chapter 6
• Chapter 7
• Chapter 8
• Case 9
• Case 10
• Case 15
• Index