Cover
Dedication
Brief Contents
Contents
Preface
About the Authors
Chapter 1: Marketing in Today’s Economy
1.1: Introduction
1.2: The Challenges and Opportunities of Marketing in Today’s Economy
1.3: Basic Marketing Concepts
1.4: Major Marketing Activities and Decisions
1.5: Taking on the Challenges of Marketing Strategy
Lessons From Chapter 1
Endnotes
Chapter 2: Strategic Marketing Planning
2.1: Introduction
2.2: The Strategic Planning Process
2.3: The Marketing Plan
2.4: Maintaining Customer Focus and Balance in Strategic Planning
Lessons From Chapter 2
Endnotes
Chapter 3: Collecting and Analyzing Marketing Information
3.1: Introduction
3.2: Conducting a Situation Analysis
3.3: The Internal Environment
3.4: The Customer Environment
3.5: The External Environment
3.6: Collecting Marketing Data And Information
Lessons From Chapter 3
Endnotes
Chapter 4: Developing Competitive Advantage and Strategic Focus
4.1: Introduction
4.2: Modern Relevance of Swot Analysis
4.3: Making Swot Analysis Productive
4.4: Swot-Driven Strategic Planning
4.5: Developing and Leveraging Competitive Advantages
4.6: Establishing a Strategic Focus
4.7: Developing Marketing Goals and Objectives
Lessons From Chapter 4
Endnotes
Chapter 5: Customers, Segmentation, and Target Marketing
5.1: Introduction
5.2: Buyer Behavior in Consumer Markets
5.3: Buyer Behavior in Business Markets
5.4: Market Segmentation
5.5: Identifying Market Segments
5.6: Target Marketing Strategies
Lessons From Chapter 5
Endnotes
Chapter 6: The Marketing Program
6.1: Introduction
6.2: Product Strategy
6.3: Pricing Strategy
6.4: Supply Chain Strategy
6.5: Integrated Marketing Communications
6.6: Personal Selling and Sales Management
Lessons From Chapter 6
Endnotes
Chapter 7: Branding and Positioning
7.1: Introduction
7.2: Strategic Issues in Branding
7.3: Differentiation and Positioning
7.4: Mananging Brands Over Time
Lessons From Chapter 7
Endnotes
Chapter 8: Ethics and Social Responsibility in Marketing Strategy
8.1: Introduction
8.2: Ethics and Social Responsibility in Marketing Strategy
8.3: Ethical Issues in the Marketing Program
8.4: Managing and Controlling Ethical Issues
8.5: Relationship to Marketing and Financial Performance
8.6: Incorporating Ethics and Social Responsibility Into Strategic Planning
Lessons From Chapter 8
Endnotes
Chapter 9: Marketing Implementation and Control
9.1: Introduction
9.2: Strategic Issues in Marketing Implementation
9.3: Approaches to Marketing Implementation
9.4: Internal Marketing and Marketing Implementation
9.5: Evaluating and Controlling Marketing Activities
Lessons From Chapter 9
Endnotes
Chapter 10: Developing and Maintaining Long-Term Customer Relationships
10.1: Introduction
10.2: Managing Customer Relationships
10.3: Quality and Value: The Keys to Developing Customer Relationships
10.4: Customer Satisfaction: The Key to Customer Retention
Lessons From Chapter 10
Endnotes
Case 1: Tesla Races Ahead With Nontraditional Marketing Strategy
C1.1: Tesla’s Marketing Mix
C1.2: Corporate Social Responsibility at Tesla
C1.3: The Future for Tesla
Questions
Sources
Case 2: Businesses Sink or Swim in the Face of Covid-19 Crisis
C2.1: Covid-19’s Impact on Business
C2.2: Shifting Strategies
C2.3: Disruption in the Supply Chain
C2.4: Social Responsibility And Strategic Philanthropy
C2.5: Crisis Preparedness
C2.6: The New Normal
Questions
Sources
Case 3: Gainsight Provides a Data-Driven Customer Relationship Platform to Retain Subscription Customers
C3.1: The Need For Market Disruption
C3.2: Addressing Market Need
C3.3: Gainsight Values
C3.4: The Challenges of Growing From Start-Up to Market Leader
C3.5: Event Marketing Program
C3.6: Covid-19
C3.7: The Future: Transitioning From Market Development To Profitability
Questions
Sources
Case 4: Apple Bites Back
C4.1: The History of Apple, Inc.
C4.2: Apple’s Products
C4.3: Apple’s Marketing Strategies
C4.4: Apple’s Corporate Culture
C4.5: Apple’s Marketing Challenges
C4.6: The Future of Apple
Questions
Sources
Case 5: Uber: The Opportunities and Challenges of Market Disruption
C5.1: Background
C5.2: Uber’s Marketing Program
C5.3: Uber Faces Challenges
C5.4: Conclusion
Questions
Sources
Case 6: Social Responsibility is the Key Ingredient at New Belgium Brewing
C6.1: History of the New Belgium Brewing Company
C6.2: New Belgium Embraces Social Responsibility
C6.3: Responsibility Breeds Success
Questions
Sources
Case 7: Bayer Grows With Monsanto Acquisition
C7.1: History: From Chemicals to Food
C7.2: Monsanto’s Emphasis on Biotechnology
C7.3: Addressing Ethical and Legal Issues
C7.4: Corporate Responsibility at Bayer
C7.5: The Future of Bayer
Questions
Sources
Case 8: Netflix Fights to Stay Ahead of a Rapidly Changing Market
C8.1: Netflix’s History
C8.2: Intense Competition in the Streaming Industry
C8.3: Analyzing Netflix’s Marketing Strategy
C8.4: Netflix’s Future
Questions
Sources
Case 9: From the Outside in: Corporate Social Responsibility at Patagonia
C9.1: History of Patagonia
C9.2: Patagonia’s Core Values
C9.3: Patagonia’s Leadership and Management Style
C9.4: Environmental Initiatives
C9.5: Corporate Social Responsibility
C9.6: What the Future Holds for Patagonia
Questions
Sources
Case 10: Google Searches for Solution to Privacy Issues
C10.1: Company Culture
C10.2: Products
C10.3: Google’s Initiatives
C10.4: Privacy
C10.5: Government Response To Privacy Issues
C10.6: Conclusion
Questions
Sources
Case 11: Indycar: Seeking a Return to Motorsports’ Fast Lane
C11.1: The Early History of U.S. Open-Wheel Racing
C11.2: Motorsports Competition
C11.3: Reunification
C11.4: Steps Forward, Backward
C11.5: New Business Opportunities
C11.6: Fan Engagement
C11.7: Irl’s Current Marketing Strategy
C11.8: Conclusion
Questions
Sources
Case 12: Mattel Gives its Marketing Strategy a Makeover
C12.1: Leadership at Mattel
C12.2: Mattel’s Core Products
C12.3: Mattel’s Commitment to Ethics and Social Responsibility
C12.4: Mattel Faces Product Recalls
C12.5: Mattel Versus Mga
C12.6: Mattel Looks Toward The Future
Questions
Sources
Case 13: Starbucks Perfects its Blend
C13.1: Distribution Strategy
C13.2: Product Strategy
C13.3: Technology
C13.4: Starbucks Culture
C13.5: Corporate Social Mission
C13.6: Success and Challenges
C13.7: The Future for Starbucks
Questions
Sources
Case 14: Zappos Finds the Perfect Fit
C14.1: The History of Zappos
C14.2: Business Model and Operating Philosophy
C14.3: Corporate Culture and Work Environment
C14.4: Corporate Social Responsibility
C14.5: Zappos’s Structure
C14.6: The Future of Zappos
Questions
Sources
Case 15: Gillette’s Razor-Sharp Innovation May Not Be Enough
C15.1: The History of Innovation at Gillette
C15.2: Razor-Sharp Competition
C15.3: Marketing Strategies
C15.4: Looking Toward the Future
Questions
Sources
Case 16: Toms Kicks the One for One Model to the Curb
C16.1: The History of Toms
C16.2: The Toms Movement
C16.3: Supply Chain
C16.4: Product Line
C16.5: Corporate Culture
C16.6: Impact
C16.7: Challenges
C16.8: The Future of Toms
Questions
Sources
Case 17: Herbalife Manages Risks for Long-Term Success
C17.1: The Direct Selling Channel
C17.2: Herbalife Nutrition
C17.3: Challenges to Herbalife’s Multilevel Model
C17.4: New Opportunities: Consumer Megatrends
C17.5: Conclusion
Questions
Sources
Case 18: Walmart Dominates with World-Class Supply Chain
C18.1: The History of Walmart
C18.2: Pricing and Distribution
C18.3: Competition with Amazon Heats Up
C18.4: The Walmart Effect
C18.5: Reputation Issues
C18.6: Walmart Today
C18.7: The Future of Walmart
Questions
Sources
Case 19: E-commerce Soars with Shopify
C19.1: The Product Mix
C19.2: Pricing Strategy
C19.3: Competition
C19.4: Strategic Partnerships
C19.5: Social Responsibility
C19.6: The Future For Shopify
Questions
Sources
Case 20: Cutting Edge Quality at Cutco
C20.1: Direct Selling
C20.2: Customer Relationships
C20.3: A Commitment to Quality
C20.4: Cutco and Vector Adapt to Change
C20.5: Social Responsibility at Cutco
C20.6: Looking to the Future
Questions
Sources
Case 21: The Cocoa Exchange Finds a Sweet Spot in the Supply Chain*
C21.1: Supply Chain
C21.2: Direct Selling
C21.3: Sustainability
C21.4: Social Responsibility
C21.5: Conclusion
Questions
Sources
Glossary
Index