Cdn Ed Marketing Strategy

Paperback | December 28, 2005

byPeter Yannopoulos

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Marketing Strategy is intended for the capstone course in marketing. It focuses on strategic marketing decisions that managers working in small or large businesses need to make on a daily basis.

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Marketing Strategy is intended for the capstone course in marketing. It focuses on strategic marketing decisions that managers working in small or large businesses need to make on a daily basis.

Format:PaperbackDimensions:496 pages, 9.85 × 8 × 1 inPublished:December 28, 2005Publisher:Nelson College IndigenousLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0176414886

ISBN - 13:9780176414887

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Table of Contents

PrefaceAbout the AuthorCase GridChapter 1 Strategic Marketing Planning and Market Orientation Introduction Marketing Strategy as a Means of Creating Customer ValueThe Strategic Marketing Planning ProcessCorporate Vision, Mission, and GoalsCorporate StrategyMarket Definition and Situational AnalysisBusiness-Level Strategy Marketing Strategy Development Implementation and Control Competing on the Edge Deliberate Versus Emergent StrategiesStrategic Marketing Planning in Market-Oriented Firms Customer Orientation Competitor Orientation Interfunctional Coordination Major Trends Affecting Marketing Strategy Formulation Globalization Marketing Convergence Triple Bottom Line Chapter Summary Review and Discussion Questions Critical Thinking and Application QuestionsNotesAppendix Outline of a Marketing Plan Chapter 2 Defining and Assessing Markets Introduction Strategic Markets Multidimensional Scope of Strategic Markets Served MarketsDynamic Nature of Markets Assessing Market Attractiveness Market Factors Industry Factors Methods for Defining Markets Hierarchical Markets Strategic Groups NAICS System Managerial Judgment Substitution in Use Brand Switching Cross-Elasticity of Demand Estimating Market Potential Methods for Estimating Market Potential Chapter Summary Review and Discussion Questions Critical Thinking and Application Questions Notes Chapter 3 Situational Analysis and Strategic Approaches Introduction Situational Analysis Internal Analysis Strengths and Weaknesses External Analysis Opportunities and Threats Developing the SWOT Matrix Construction of the SWOT Matrix Pitfalls of SWOT Analysis Marketing Objectives Collecting External Information Competitor Analysis Competitor Strengths and Weaknesses Competitor Objectives and Strategies Competitive Intelligence Chapter Summary Review and Discussion Questions Critical Thinking and Application Questions Notes Chapter 4 Competitive Advantage and Competitive Strategies Introduction The Resource-Based View of the Firm Distinctive Competencies Valuable ResourcesRare Resources Imperfectly Imitable Lack of Strategically Equivalent Resources Complementary Assets Dynamic Competencies Competitive Advantage and Competitive Strategy Porters Generic Strategies Cost Leadership Differentiation Stuck in the Middle Value Disciplines Operational ExcellenceProduct Leadership Customer Intimacy Chapter SummaryReview and Discussion Questions Critical Thinking and Application Questions Notes Chapter 5 Market Segmentation and Target Marketing Introduction Market Segmentation as a Core Organizational Process Selecting a Segmentation Basis Segmenting Consumer Markets Segmenting Business Markets Segmenting for New and Existing Products Segmenting for New Products Segmenting for Existing Products Creativity in Market Segmentation Evaluating Segment Attractiveness Size and Growth Profitability Accessibility Corporate Vision, Mission, and Goals Competitive Intensity Distinctive Competencies Segment Interrelationships The Segment Attractiveness-Company Capabilities Matrix Target Marketing Strategies Undifferentiated Strategy Single-Segment Strategy Multiple-Segment Strategy Mass-Customization Strategy Sequenced-Entry Strategy Chapter Summary Review and Discussion Questions Critical Thinking and Application Questions Notes Chapter 6 Strategic Positioning Introduction Defining Strategic Positioning Strategic Positioning Versus Operational Effectiveness Types of Strategic Positioning Tangible Attribute Positioning Intangible Attribute Positioning The Strategic Positioning ProcessStep 1. Identify Direct and Indirect Competitors Step 2. Identify Determinant Attributes or Benefits Step 3. Determine Customers Perceptions Step 4. Select a Positioning Strategy Step 5. Implement the Positioning Strategy The Positioning Statement Positioning Strategies Positioning Errors and Re