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CONTENTS
Preface ... xiii
About the author ... xxi
Acknowledgements ... xxiv
1 Introduction ... 1
Case study 1.2 Coca-Cola - reconsidering the marketing strategy for Muslim dominated markets after ...
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목차 전체
CONTENTS
Preface ... xiii
About the author ... xxi
Acknowledgements ... xxiv
1 Introduction ... 1
Case study 1.2 Coca-Cola - reconsidering the marketing strategy for Muslim dominated markets after September 11, 2001 ... 1
1.1 Introduction ... 2
1.2 The <B><FONT color ... #0000
1.3 The traditional(transactional) marketing concept versus the relationship marketing concept ... 9
1.4 Balancing the transactional and relationship concepts throughout the book ... 14
1.5 How the RM concept influences the traditional marketing concept ... 14
1.6 Different organizational forms of RM ... 18
1.7 Summary ... 20
Case study 1.2 Kamis Company - a Polish spice supplier is penetrating grocery stores in eastern Europe ... 21
Questions for discussion ... 22
References ... 22
Part Ⅰ Assessing the competitiveness of the firm(internal) ... 25
2 Identification of the firm's core competences ... 27
Case study 2.1 Microsoft and Lego - different competences help create global competitiveness for both companies ... 27
2.1 Introduction ... 29
2.2 Roots of competitive advantage ... 29
2.3 The resource-based view(RBV) ... 30
2.4 Resource-based strategy options ... 35
2.5 Market orientation view(MOV) compared to the resource-based view ... 38
2.6 The value chain based view(VBV) ... 40
2.7 Internationalizing the value chain ... 49
2.8 Summary ... 52
Case study 2.2 Amazon and Toys 'R' Us - pooling competences to form a single online toy store ... 53
Questions for discussion ... 54
References ... 55
3 Development of the firm's competitive advantage ... 57
Case study 3.1 Teepack Spezialmaschinen - establishing customer relationships to manufacturers of tea brands ... 57
3.1 Introduction ... 58
3.2 General sources of competitive advantage ... 58
3.3 Introduction of a holistic model of competitiveness : from macro to micro level ... 67
3.4 Outsourcing - a strategic decision framework based on customers' evaluation ... 92
3.5 Summary ... 98
Case study 3.2 BBC Worldwide - creating global competitiveness through relationships ... 100
Questions for discussion ... 101
References ... 101
Part Ⅱ Assessing the external marketing situation ... 105
4 Customer behaviour ... 107
Case study 4.1 BASF - an ingredients supplier for the worldwide cosmetics industry seeks new relationships ... 107
4.1 Introduction ... 112
4.2 Consumer decision making ... 115
4.3 Influences on consumers' decision making ... 122
4.4 Organizational B-t-B decision making ... 129
4.5 Influences on buying process ... 140
4.6 Customer perceived value and customer satisfaction ... 146
4.7 Customization - tailoring the offer to the individual customer ... 155
4.8 Summary ... 158
Case study 4.2 Manchester United - trying to establish a global brand through an alliance with New York Yankees ... 160
Questions for discussion ... 163
References ... 163
5 Competitor analysis and intelligence ... 165
Case study 5.1 Viagra - a pharmaceutical superstar is facing future competition ... 165
5.1 Introduction ... 168
5.2 Who are our competitors? ... 171
5.3 How are the competitors interacting? ... 173
5.4 How do we learn about our competitors? ... 174
5.5 What are the strengths and weaknesses of our competitors? ... 179
5.6 Market commonality and resource commonality ... 181
5.7 What are the objectives and strategies of our competitors? ... 183
5.8 What are the response patterns of our competitors? ... 186
5.9 How can we set up an organization for CI? ... 188
5.10 Summary ... 190
Case study 5.2 Virgin Cola - trying a comeback in the USA ... 191
Questions for discussion ... 195
References ... 195
6 Analysing relationships in the value chain ... 197
Case study 6. 1 Philips and Jordan - development and marketing of an electrical toothbrush for the world market ... 197
6.1 Introduction ... 199
6.2 Customer relationships ... 202
6.3 Supplier relationships ... 223
6.4 Complementor relationships ... 231
6.5 Competitor relationships ... 237
6.6 Internal marketing relationships ... 242
6.7 Summary ... 244
Case study 6.2 Dandy Chewing Gum - a specialist in development of competitor alliances ... 245
Questions for discussion ... 255
References ... 255
Part Ⅲ Developing marketing strategies ... 261
7 SWOT analysis, strategic marketing planning and portfolio analysis ... 263
Case study 7.1 Microsoft's X-Box - online gaming through an alliance with Japan's NTT Communications ... 263
7.1 Introduction ... 264
7.2 Corporate mission ... 264
7.3 SWOT analysis ... 265
7.4 Corporate objectives ... 272
7.5 Corporate growth strategy ... 275
7.6 SBU marketing strategy/portfolio analysis ... 278
7.7 Introduction to portfolio models ... 280
7.8 The Boston Consulting Group's growth-share matrix - the BCG model ... 281
7.9 General Electric market attractiveness - business position matrix(GE matrix) ... 286
7.10 International portfolio analysis ... 290
7.11 Portfolio analysis of supplier relationships ... 294
7.12 Summary ... 299
Case study 7.2 Ford Motor Company - driving into the world golf car market ... 300
Questions for discussion ... 303
References ... 303
8 Segmentation, targeting, positioning and competitive strategies ... 304
Case study 8.1 Ballygowan - international segmentation of the mineral water market ... 304
8.1 Introduction ... 307
8.2 Segmentation in the B-t-C market ... 313
8.3 Segmentation in the B-t-B market ... 321
8.4 Target marketing ... 329
8.5 Positioning ... 333
8.6 Generic competitive strategies ... 335
8.7 Offensive and defensive competitive strategies ... 339
8.8 Summary ... 343
Case study 8.2 BMW's Mini - a cult classic makes a comeback ... 344
Questions for discussion ... 350
References ... 350
9 International marketing strategies ... 353
Case study 9.1 Skagen Designs - marketing of Scandinavian designed watches to the USA and the rest of the world ... 353
9.1 Introduction ... 357
9.2 Phase 1 : Deciding whether to internationalize - initiation of internationalization ... 363
9.3 Phase 2 : Deciding which markets to enter ... 370
9.4 Phase 3 : Deciding how to enter foreign markets(market entry strategies) ... 376
9.5 Phases 4 and 5 : Design and implementation of the international marketing mix ... 380
9.6 Summary ... 382
Case study 9.2 ITE(Hugo) and IO Interactive(Hitman) - two 'born globals' in the computer games industry ... 384
Questions for discussion ... 389
References ... 389
10 E-commerce strategies ... 391
Case study 10.1 Nokia - Club Nokia's website creates customer loyalty ... 391
10.1 Introduction ... 393
10.2 Comparison between the industrial economy and the digital economy ... 396
10.3 Types of products that can be sold over the Internet ... 397
10.4 The global rise and structure of e-commerce ... 399
10.5 Types of e-commerce - defining new business models ... 401
10.6 Exploring buying behaviour in the e-commerce market ... 410
10.7 Disintermediation in e-commerce - myth or reality? ... 422
10.8 Developing a dynamic e-commerce strategy ... 428
10.9 Creating and maintaining relationships in e-commerce through 'stickiness' ... 433
10.10 The legal environment of e-commerce ... 436
10.11 Summary ... 437
Case study 10.2 Gameplay.com - the online games marketer is undergoing a turbulent time ... 440
Questions for discussion ... 442
References ... 443
Part Ⅳ Developing marketing programmes ... 447
11 Product and service decisions ... 449
Case study 11.1 Swatch Watch - a blockbuster product is needed ... 449
11.1 Introduction ... 450
11.2 The components of the product offer ... 452
11.3 Service strategies ... 452
11.4 New product development(NPD) ... 459
11.5 The product life cycle ... 462
11.6 New products for the international market ... 464
11.7 Product cannibalization ... 467
11.8 Brand equity ... 468
11.9 Branding ... 470
11.10 Implications of Internet/e-commerce for product decisions ... 477
11.11 Summary ... 480
Case study 11.2 Joyco India - a bubblegum manufacturer outmanoeuvres Perfetti with Boomer in head-on competition ... 481
Questions for discussion ... 483
References ... 483
12 Pricing decisions ... 486
Case study 12.1 Electrolux - an alliance with Toshiba to break into the Japanese market for household appliances ... 486
12.1 Introduction ... 488
12.2 Pricing from an economist's perspective ... 489
12.3 Pricing from an accountant's perspective ... 491
12.4 A pricing framework ... 493
12.5 Market value-based pricing versus cost-based pricing ... 498
12.6 Pricing services versus physical products ... 498
12.7 Pricing new products ... 500
12.8 Price changes ... 501
12.9 Experience curve pricing ... 504
12.10 Product line pricing ... 505
12.11 Price bundling ... 506
12.12 Pricing for different segments ... 507
12.13 Relationship pricing ... 509
12.14 Pricing on the Internet ... 511
12.15 Communicating prices to the target markets ... 512
12.16 Summary ... 513
Case study 12.2 Harley-Davidson - is the image justifying the price level? ... 514
Questions for discussion ... 516
References ... 516
13 Distribution decisions ... 518
Case study 13.1 Denka Holding - a Danish furniture group in an international franchise expansion ... 518
13.1 Introduction ... 521
13.2 The basic functions of channel participants ... 522
13.3 Distributor portfolio analysis ... 523
13.4 Developing and managing relationships between manufacturer and distributor ... 524
13.5 External and internal determinants of channel decisions ... 526
13.6 The structure of the channel ... 528
13.7 Managing and controlling distribution channels ... 533
13.8 Managing logistics ... 538
13.9 Normative implications for selecting and managing international distributors ... 541
13.10 Implications of the Internet for distribution decisions ... 542
13.11 Retailing ... 545
13.12 Mystery shopping in retailing ... 548
13.13 Summary ... 552
Case study 13.2 Red Bull - the energy drink that gives you 'wings' attempts to penetrate US distribution channels ... 552
Questions for discussion ... 556
References ... 557
14 Communication decisions ... 559
Case study 14.1 Autoliv - the Autoliv-Volvo communication strategy for the launch of a post-crash safety system ... 559
14.1 Introduction ... 564
14.2 The communication process ... 566
14.3 Communication tools ... 573
14.4 Personal selling ... 588
14.5 Trade fairs and exhibitions ... 593
14.6 Implications of the Internet for communication decisions ... 596
14.7 Summary ... 601
Case study 14.2 Heineken - can the Heineken-Paulaner relationship provide new value for customers in the world beer market? ... 602
Questions for discussion ... 603
References ... 604
15 Establishing, developing and managing buyer-seller relationships ... 606
Case study 15.1 Celador Productions - how to maintain relationships with the international entertainment market beyond the Who Wants TO Be A Millionaire? show ... 606
15.1 Introduction ... 609
15.2 Building buyer-seller relationships in B-t-B markets ... 609
15.3 Building buyer-seller relationships in B-t-C markets ... 612
15.4 Relationship quality ... 615
15.5 Categories of loyalty ... 617
15.6 Managing loyalty ... 620
15.7 The CRM path to customer loyalty ... 627
15.8 Key account management(KAM) ... 629
15.9 Summary ... 638
Case study 15.2 Alcatel Space - creating a network of relationships in the global satellite market ... 639
Questions for discussion ... 640
References ... 641
Part Ⅴ Organizing, implementing and controlling the marketing effort ... 645
16 Organizing and implementing the marketing plan ... 647
Case study 16.1 Adidas-Salomon - split into three divisions to sharpen consumer focus ... 647
16.1 Introduction ... 649
16.2 Marketing audit ... 649
16.3 Building the marketing plan ... 650
16.4 Organizing the marketing resources ... 655
16.5 Implementation of the marketing plan ... 663
16.6 The role of internal marketing ... 665
16.7 Summary ... 668
Case study 16.2 Teekanne GmbH- marketing planning for international expansion of branded tea sales ... 669
Questions for discussion ... 673
References ... 673
17 Budgeting and controlling ... 675
Case study 17.1 Condomi - marketing budget consequences of an aggressive pricing and promotion strategy in the British condom market ... 675
17.1 Introduction ... 676
17.2 Budgeting ... 676
17.3 Customer profitability and customer lifetime value ... 684
17.4 Controlling the marketing programme ... 692
17.5 Summary ... 700
Case study 17.2 SCA(Svenska Cellulosa Aktiebolaget) - planning and budgeting for increased market shares in the world tissue market ... 701
Questions for discussion ... 706
References ... 706
18 Ethical, social and environmental aspects of marketing ... 707
Case study 18.1 Pok<?import namespace ... m ur
18.1 Introduction ... 708
18.2 Ethical issues in a RM approach ... 709
18.3 Different levels of ethical behaviour ... 711
18.4 Incorporating ethics and social responsibility into strategic marketing planning ... 714
18.5 Green alliances between business and environmental groups/organizations ... 716
18.6 Ethical issues in relation to the 4 Ps ... 718
18.7 Summary ... 725
Case study 18.2 The Body Shop - a company with ethical values ... 726
Questions for discussion ... 729
References ... 729
Appendix : Market research and decision support system ... 731
A.1 Introduction ... 731
A.2 Data warehousing ... 732
A.3 Data mining ... 732
A.4 The customer information file ... 733
A.5 Linking market research to the decision-making process ... 735
A.6 Secondary research ... 737
A.7 Primary research ... 740
A.8 Other types of market research ... 755
A.9 Summary ... 758
Questions for discussion ... 759
References ... 759
Glossary ... 761
Index ... 771
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