Market-Based Management

ISBN 13:
9780130082183
ISBN 10:
013008218X
Edition: 3rd
Format: Paperback
Copyright: 01/01/2004
Publisher: PRENTICE HALL
Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

New third edition takes a strategic approach to value/profitability in marketing management and helps readers work through financial analysis. Focuses on the fundamental need for businesses to attract, satisfy, and retain customers. Previous ed. c2000. Softcover.

Preface

xxi

Acknowledgments

xxv

PART I MARKET ORIENTATION

(52)

Market Orientation and Performance

(25)

Long-Run and Short-Run Benefits

(13)

How to Underwhelm Customers and Shareholders

(1)

Market Orientation and Customer Satisfaction

(1)

Customer Satisfaction: A Key Market Performance Metric

(1)

A Wide-Angle View of Customer Satisfaction

(1)

Customer Dissatisfaction and Customer Exit

(2)

Customer Satisfaction and Profitability

(1)

Profit Impact of Customer Dissatisfaction

(2)

Profit Impact of Customer Retention

(1)

Customer Satisfaction and Customer Retention

(1)

Customer Retention and Customer Life Expectancy

(1)

The Lifetime Value of a Customer

(2)

Customer Relationship Management

(3)

Managing Customer Retention

(1)

Managing New Customer Acquisition

(1)

Managing New Customers

(1)

Managing Customer Exit

(1)

Building a Market Orientation

(3)

Market Orientation and Marketing Knowledge

(2)

Market Orientation and Marketing Leadership

(1)

Market Orientation and Employee Satisfaction

(1)

Summary

(1)

Market-Based Logic and Strategic Thinking

(1)

Application Problem: Aircomm

(1)

Notes

(2)

Appendix 1.1---Present Value Table

(1)

Market-Based Performance

(25)

Market versus Financial Performance

(3)

A Market-Based Strategy

(1)

Market-Based Performance

(1)

Market-Based Performance Metrics

(2)

Internal versus External Performance Metrics

(1)

In-Process versus End-Result Performance Metrics

(1)

Marketing Profitability

(2)

Measuring Marketing Profitability

(2)

Net Marketing Contribution

(3)

Net Marketing Contribution and Business Unit Profitability

(1)

Market-Based Marketing Profitability

(1)

Market-Based Strategies and Profitable Growth

(4)

Strategies to Grow Market Demand

(1)

Strategies to Increase Market Share

(1)

Strategies to Increase Revenue per Customer

(1)

Strategies to Lower Variable Cost

(1)

Strategies to Increase Market Efficiency

(1)

Marketing Productivity

(1)

Market Orientation

(3)

Customer Orientation

(1)

Competitor Orientation

(1)

Team Approach

(1)

Summary

(1)

Application Problem: Dell Computer

(1)

Market-Based Logic and Strategic Thinking

(1)

Notes

(4)

PART II MARKET ANALYSIS

(110)

Market Potential, Demand, and Market Share

(25)

Market Definition

(4)

Market Vision

(1)

Strategic Market Definition

(1)

Vertical Versus Horizontal Market Opportunities

(1)

Served Market Definition

(1)

Market Potential

(7)

Untapped Market Opportunities

(3)

Market Development Index

(1)

Market Potential and Market Growth

(1)

Rate of Market Development

(1)

Accelerating Market Growth

(2)

Market Demand

(2)

Product Life Cycle

(2)

Market Share and Share Potential

(6)

Share Development Tree

(3)

Market Share Index

(1)

Share Potential and Market Share Management

(1)

Market Share Potential

(1)

Share Development Index

(1)

Summary

(1)

Market-Based Logic and Strategic Thinking

(1)

Application Problem: Personal Computer Industry

(1)

Notes

(1)

Customer Analysis and Value Creation

(30)

Discovering Customer Benefits

(6)

A Day in the Life of a Customer

(1)

Empathic Design Process

(2)

Lead User Solutions

(1)

Staple Yourself to an Order

(1)

Customer Benefits and Customer Value

(1)

Economic Benefits and Value Creation

(3)

Low Price

(1)

Acquisition Costs

(1)

Usage Costs

(1)

Maintenance Costs

(1)

Ownership Costs

(1)

Disposal Costs

(1)

Price-Performance and Value Creation

(4)

Relative Performance

(1)

Relative Price

(1)

Customer Value

(1)

Value Map

(1)

Perceived Benefits and Value Creation

(4)

Product Benefits

(1)

Service Benefits

(1)

Company or Brand Benefits

(1)

Overall Customer Benefits

(1)

Perceived Cost of Purchase

(1)

Perceived Customer Value

(1)

Emotional Benefits and Value Creation

(2)

Emotional Benefits and Psychological Value

(1)

Brand Personality and Value Creation

100

(1)

Transaction Value

101

(3)

Space Value

101

(1)

Transaction Value

102

(1)

Value Creation Across the Supply Chain

103

(1)

Identifying Value Drivers

104

(3)

Summary

107

(1)

Market-Based Logic and Strategic Thinking

108

(1)

Application Problem: Advan-Tech Software

109

(1)

Notes

110

(1)

Appendix 4.1---Trade-Off Analysis Computations

111

(1)

Market Segmentation and Segmentation Strategies

112

(26)

Customer Needs

113

(1)

Forces That Shape Consumer Market Needs

113

(1)

Forces That Shape Business Market Needs

114

(2)

Needs-Based Market Segmentation

116

(8)

The Demographic Trap

116

(1)

Needs-Based Market Segments

117

(1)

Segment Identification

118

(1)

Segment Attractiveness

119

(1)

Segment Profitability

120

(1)

Segment Positioning

121

(2)

Segment Strategy Acid Test

123

(1)

Segment Marketing Mix Strategy

123

(1)

Segmentation Strategies

124

(7)

Mass Market Strategy

124

(1)

Large Segment Strategy

125

(1)

Adjacent Segment Strategies

125

(1)

Multisegment Strategies

126

(2)

Small Segment Strategy

128

(1)

Niche Segment Strategies

129

(1)

Mass Customization

129

(2)

Customer Relationship Management

131

(2)

Building a Customer Relationship Management Program

131

(2)

Summary

133

(1)

Market-Based Logic and Strategic Thinking

133

(1)

Application Problem: US Fiber Siding

134

(3)

Notes

137

(1)

Competitor Analysis and Sources of Advantage

138

(27)

Competition and Competitive Position

138

(2)

Industry Analysis

140

(3)

Barriers to Entry

140

(1)

Barriers to Exit

141

(1)

Customer Buying Power

141

(1)

Supplier Selling Power

142

(1)

Product Substitutes

142

(1)

Competitive Rivalry

142

(1)

Prisoner's Dilemma

143

(1)

Competitive Position

143

(6)

Benchmark Competitors

144

(1)

Competitor Analysis

144

(2)

Competitor Intelligence

146

(1)

A Sample Competitor Analysis

147

(1)

Competitive Benchmarking

148

(1)

Sources of Competitive Advantage

149

(1)

Cost Advantage

150

(4)

Variable Cost Advantage

150

(2)

Marketing Cost Advantage

152

(1)

Operating Cost Advantage

153

(1)

Differentiation Advantage

154

(2)

Product Advantage

154

(1)

Service Advantage

154

(1)

Reputation Advantage

155

(1)

Marketing Advantage

156

(1)

Channel Advantage

156

(1)

Sales Force Advantage

156

(1)

Brand Awareness

157

(1)

Summary

157

(1)

Application Problem: New-Vector

158

(3)

Market-Based Logic and Strategic Thinking

161

(1)

Notes

161

(4)

PART III MARKETING MIX STRATEGIES

165

(104)

Product Positioning and Brand Strategies

167

(28)

Product Positioning

168

(3)

Product Positioning and Market Share

169

(1)

Product Positioning Strategies

170

(1)

Product Positioning and Differentiation

171

(5)

Product Differentiation

172

(2)

Service Differentiation

174

(1)

Brand Differentiation

174

(1)

Low Cost of Purchase

175

(1)

Low-Price Position

175

(1)

Lower Transaction Costs

176

(1)

Branding and Brand Management Strategies

176

(7)

Brand Identity

176

(1)

Brand Encoding

176

(4)

Brand Assets and Liabilities

180

(2)

Brand Equity

182

(1)

Brand and Product Line Strategies

183

(7)

Product-Line Development

183

(1)

Umbrella and Flanker Brands

184

(2)

Product-Line Extensions

186

(2)

Bundling and Unbundling Strategies

188

(1)

Product Elimination

189

(1)

Summary

190

(1)

Application Problem: Silicone Sealants

191

(2)

Market-Based Logic and Strategic Thinking

193

(1)

Notes

193

(2)

Market-Based Pricing and Pricing Strategies

195

(27)

Market-Based Pricing

197

(5)

Skim Pricing

197

(2)

Value-In-Use Pricing

199

(1)

Perceived Value Pricing

199

(1)

Segment Pricing

200

(1)

Strategic-Account Pricing

201

(1)

Plus-One Pricing

201

(1)

Cost-Based Pricing Strategies

202

(5)

Floor Pricing

202

(1)

Cost-Plus Pricing

203

(1)

Penetration Pricing

203

(1)

Low-Cost Lender Pricing

204

(1)

Competitive Bid Pricing

205

(1)

Harvest Pricing

206

(1)

Pricing and Profitability

207

(2)

Total Contributions

208

(1)

Price-Volume Break-Even Analysis

209

(1)

Price Elasticity and Performance

209

(7)

Inelastic Price Performance

211

(1)

Elastic Price Performance

212

(1)

Ease of Switching

213

(1)

Supply/Demand Conditions

214

(1)

Competitor Price Response

215

(1)

Product Line Pricing

216

(1)

Pricing Substitute Products

216

(1)

Pricing Complementary Products

217

(1)

Promotion Pricing

217

(2)

Price Promotion Bundling Strategies

217

(2)

Summary

219

(1)

Application Problem: Microsoft Windows 95

220

(1)

Market-Based Logic and Strategic Thinking

220

(1)

Notes

221

(1)

Marketing Channels and E-Marketing

222

(24)

Marketing Channels and Channel Management

224

(1)

Marketing Channel Performance

225

(2)

Customer Reach

225

(1)

Operating Efficiency

226

(1)

Service Quality

227

(1)

Alternative Channel Systems

227

(7)

Direct Channel Systems

228

(1)

Indirect Channel Systems

229

(1)

Mixed Channel Systems

230

(1)

B2C Channels

230

(1)

B2B Channels

231

(3)

Channel Systems That Build Customer Value

234

(4)

Delivering Product Benefits

234

(1)

Delivering Service Benefits

235

(1)

Building Brand Image

235

(1)

Building Company Benefits

236

(1)

Improving Cost Efficiency

236

(2)

Channel Systems and Competitive Advantage

238

(2)

Sales Force Advantage

238

(1)

Sales Productivity

238

(1)

Distribution Advantage

239

(1)

Profit Impact of Alternative Channel Systems

240

(1)

Summary

241

(1)

Application Problem: WWW.MESURVEY.COM

242

(2)

Market-Based Logic and Strategic Thinking

244

(1)

Notes

244

(2)

Marketing Communications and Customer Response

246

(23)

Marketing Communication

246

(2)

Strategies to Increase Customer Response

248

(2)

Building Customer Awareness and Comprehension

250

(3)

Media Selection and Customer Awareness

250

(1)

Message Frequency and Customer Awareness

250

(3)

Ad Copy and Customer Response

253

(1)

Message Reinforcement

253

(2)

Message Reinforcement and Pulsing

253

(1)

Heavy-Up Message Frequency

254

(1)

Stimulating Customer Action

255

(1)

Push versus Pull Communications Strategies

255

(1)

Pull Communications and Customer Response

256

(4)

Advertising Elasticity

257

(1)

Advertising Carryover Effects

257

(1)

Direct Marketing Promotions

258

(1)

Promotional Price Elasticity

259

(1)

Push Communications and Customer Response

260

(3)

Trade Promotions and Customer Response

260

(1)

Forward Buying and Customer Response

261

(1)

Market Infrastructure and Push Communications

262

(1)

Summary

263

(1)

Application Problem: Gardenburger

264

(1)

Market-Based Logic and Strategic Thinking

265

(1)

Notes

266

(3)

PART IV STRATEGIC MARKETING

269

(58)

Strategic Market Planning

271

(19)

Product-Market Diversification

272

(1)

Strategic Market Planning Process

273

(1)

Business Performance

274

(1)

Market Attractiveness

275

(2)

Competitive Advantage

277

(1)

Portfolio Analysis and Strategic Market Plans

278

(4)

Offensive Strategic Market Plans and Performance Impact

279

(1)

Defensive Strategic Market Plans and Performance Impact

280

(2)

Tactical Marketing Strategy and Performance Plan

282

(3)

Tactical Marketing Strategy

282

(1)

Performance Plan

282

(3)

Summary

285

(1)

Application Problem: Small Biz Solutions

286

(2)

Market-Based Logic and Strategic Thinking

288

(1)

Notes

289

(1)

Offensive Strategic Market Plans

290

(16)

Offensive Strategic Market Plans

291

(1)

Market Penetration Strategies

292

(5)

Strategies to Grow Market Share

292

(3)

Strategies to Grow Customer Purchase

295

(1)

Strategies to Enter New Customer Segments

295

(1)

Strategies to Grow Market Demand

296

(1)

New Market Entry Strategies

297

(4)

Market-Based Management

9780130082183

013008218X

Summary

Table of Contents

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Market-Based Management

9780130082183

013008218X

Summary

Table of Contents

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