Marketing Management : The Big Picture

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)