Strategic Marketing

PART ONE STRATEGIC MARKETING 1(46) Imperatives for Market-Driven Strategy 2(45) Market-Driven Strategy 3(5) Characteristics of Market-Driven Strategies 4(1) Determining Distinctive Capabilities 5(1) Classifying Capabilities 6(1) Creating Value for Customers 7(1) Becoming Market Driven 7(1) Corporate, Business, and Marketing Strategy 8(10) Corporate, Business, and Marketing Strategy 10(1) Components of Corporate Strategy 10(1) Corporate Strategy Framework 10(2) Business and Marketing Strategy 12(1) The Marketing Strategy Process 13(5) Challenges of a New Era for Strategic Marketing 18(5) Escalating Globalization 18(1) Technology Diversity and Uncertainty 19(1) The Web 2.0 20(1) Ethical Behavior and Corporate Social Responsiveness 20(3) Summary 23(4) Appendix 1A Strategic Marketing Planning 27(3) Cases for Part One 30(1) Case 1-1 Audi 30(4) Case 1-2 The New York Times 34(6) Case 1-3 Coca-Cola Co. (A) 40(7) PART TWO MARKETS, SEGMENTS, AND CUSTOMER VALUE 47(136) Markets and Competitive Space 48(35) Markets and Strategies 49(3) Markets and Strategies Are Interlinked 49(1) Thinking Outside the Competitive Box 50(1) An Array of Challenges 50(2) Matching Needs with Product Benefits 52(1) Defining and Analyzing Product-Markets 53(4) Forming Product-Markets 55(2) Illustrative Product-Market Structure 57(1) Describing and Analyzing End-Users 57(4) Identifying and Describing Buyers 58(1) How Buyers Make Choices 59(1) Environmental Influences 60(1) Building Customer Profiles 60(1) Analyzing Competition 61(6) Defining the Competitive Arena 61(3) Key Competitor Analysis 64(2) Anticipating Competitors' Actions 66(1) Market Size Estimation 67(3) Market Potential 67(1) Sales Forecast 68(1) Market Share 68(1) Evaluating Market Opportunity 68(2) Developing a Strategic Vision About the Future 70(1) Phases of Competition 70(1) Anticipating the Future 70(1) Summary 71(3) Appendix 2A Financial Analysis for Marketing Planning and Control 74(9) Strategic Marketing Segmentation 83(30) Levels and Types of Market Segmentation 84(2) Market-Driven Strategy and Segmentation 86(3) Market Segmentation, Value Opportunities, and New-Market Space 86(1) Market Targeting and Strategic Positioning 87(2) Activities and Decisions in Market Segmentation 89(1) Defining the Market to Be Segmented 89(1) Identifying Market Segments 90(6) Segmentation Variables 90(1) Characteristics of People and Organizations 90(1) Product Use Situation Segmentation 91(2) Buyers' Needs and Preferences 93(1) Purchase Behavior 94(2) Forming Market Segments 96(8) Requirements for Segmentation 96(2) Approaches to Segment Identification 98(1) Customer Group Identification 99(3) Forming Groups Based on Response Differences 102(2) Finer Segmentation Strategies 104(2) Logic of Finer Segments 104(1) Finer Segmentation Strategies 105(1) Selecting the Segmentation Strategy 106(3) Deciding How to Segment 106(1) Strategic Analysis of Market Segments 106(3) Summary 109(4) Strategic Customer Relationship Management 113(16) Pivotal Role of Customer Relationship Management 114(2) CRM in Perspective 114(1) CRM and Database Marketing 114(1) Customer Lifetime Value 115(1) Developing a CRM Strategy 116(5) CRM Levels 116(2) CRM Strategy Development 118(1) CRM Implementation 119(2) Value Creation Process 121(2) Customer Value 121(1) Value Received by the Organization 122(1) CRM and Value Chain Strategy 123(1) CRM and Strategic Marketing 123(3) Implementation