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Strategic Marketing PDF
Strategic Marketing PDF
Marketing
Tenth Edition
David W. Cravens
M.j. Neeley School of Business
Texas Christian University
Nigel F. Piercy
Warwick Business School
The University of Warwick
Me
Grauu
McGraw-Hill
Hill Irwin
Table of Contents
Preface iv Defining and Analyzing Product-Markets 40
About the Authors xi Determining Product-Market Boundaries
and Structure 40
Forming Product-Markets 42
PART ONE Illustrative Product-Market Structure 44
Describing and Analyzing End-Users 45
STRATEGIC MARKETING 1 Identifying and Describing Buyers 45
t How Buyers Make Choices 46
Chapter One Environmental Influences 46
New Challenges for Market-Driven Building Customer Profiles 48
Strategy 2 Analyzing Competition 48
Defining the Competitive Arena 48
Market-Driven Strategy 4 Key Competitor Analysis 51
Characteristics of Market-Driven Strategies 4
Anticipating Competitors 'Actions 53
Classifying Capabilities 8
Market Size Estimation 54
Creating Value for Customers 9
Market Potential 54
Becoming Customer Driven 9
Sales Forecast 55
Corporate, Business, and Marketing Strategy 10
Market Share 56
Corporate, Business, and Marketing Strategy 12
Evaluating Market Opportunity 56
Components of Corporate Strategy 12
Developing a Strategic Vision About
Corporate Strategy Framework 12
the Future 58
Business and Marketing Strategy 14
Phases of Competition 58
The Marketing Strategy Process 16
Anticipating the Future 58
Challenges of a New Era for
Summary 59
Strategic Marketing 20
Appendix 2A 62
Escalating Globalization 20 i Financial Analysis for Marketing Planning
Technology Diversity and Uncertainty 21 and Control 62
Internet Dynamics 22
Ethical Behavior and Corporate Social Chapter Three
Responsiveness 23
Strategic Market Segmentation 71
Summary 27
Appendix 1A Levels and Types of Market Segmentation 73
Strategic Marketing Planning 29 Market-Driven Strategy and Segmentation 74
Market Segmentation, Value Opportunities
and New Market Space 75
Market Targeting and Strategic Positioning 75
PART T W O Activities and Decisions in Market
MARKETS, SEGMENTS, Segmentation 77
AND CUSTOMER VALUE 33 Defining the Market to Be Segmented 78
Identifying Market Segments 79
Chapter Two Segmentation Variables 79
Characteristics of People and Organizations 79
Markets and Competitive Space 34
Product Use Situation Segmentation 80
Markets and Strategies 35 Buyers 'Needs and Preferences 82
Markets and Strategies are Interlinked 35 Purchase Behavior 83
An Array of Challenges 3 7 Forming Market Segments 85
Matching Needs with Product Benefits 3 9 Requirements for Segmentation 85
xiii
xiv Table of Contents
Global Issues for Planning, Implementation, Case 6-6 Samsung Electronics Co. 511
and Control 463 Case 6-7 Keurig Inc. 519
Global Marketing Planning 464 Case 6-8 Tesco 532
Implementation Globally 464 Case 6-9 Supply Chain Management at
Performance Measurement and Control Wal-Mart 538
Globally 464 Case 6-10 British Airports Authority 547
Summary 466 _ Case 6-11 California Credit Life Insurance
Appendix 15A Group 555
Marketing Metrics 468 Case 6-12 Home Depot Inc. 563
Case 6-13 International Business Machines 569
Case 6-14 Rover Automobile 576
PART SIX Case 6-15 ESPN 581
COMPREHENSIVE CASES Case 6-16 Cowgirl Chocolates 588
Case 6-17 Procter & Gamble Co. 600
Cases for Part Six 471 Case 6-18 Amazon.com Inc. 608
Case 6-1 Facebook 471 Case 6-19 Nanophase Technologies Corporation 613
Case 6-2 Wentworthindustrial Cleaning Case 6-20 Hong Kong Disneyland 627
Supplies 475
Case 6-3 General Electric Appliances 486
Indexes
Case 6-4 China and India: Opportunities and
Challenges 496 Name Index 639
Case 6-5 Toyota 505 Subject Index 647