Page 8 - Marketing Management

Contents

Preface xvi Building Strong Brands 27
Shaping the Market Offerings 27
PART 1 Understanding Marketing Delivering Value 27
Management 2 Communicating Value 27
Creating Successful Long-Term Growth 27
Summary 28
CHAPTER 1 Defining Marketing for the 21st Applications 28
Century 2
CHAPTER 2 Developing Marketing Strategies
The Importance of Marketing 3
and Plans 32
The Scope of Marketing 5
What Is Marketing? 5 Marketing and Customer Value 33
What Is Marketed? 5 The Value Delivery Process 33
Who Markets? 7 The Value Chain 34
Core Marketing Concepts 9 Core Competencies 35
Needs, Wants, and Demands 9 A Holistic Marketing Orientation and
Target Markets, Positioning, and Customer Value 36
Segmentation 10 The Central Role of Strategic Planning 36
Offerings and Brands 10 Corporate and Division Strategic
Value and Satisfaction 10 Planning 37
Marketing Channels 11 Defining the Corporate Mission 38
Supply Chain 11 Establishing Strategic Business Units 39
Competition 11 Assigning Resources to Each SBU 42
Marketing Environment 11 Assessing Growth Opportunities 42
The New Marketing Realities 12 Organization and Organizational Culture 45
Major Societal Forces 12 Marketing Innovation 45
New Company Capabilities 14
Marketing in Practice 15 MARKETING INSIGHT Creating Innovative
Marketing 46
MARKETING INSIGHT Marketing in an Age
of Turbulence 16 Business Unit Strategic Planning 47
The Business Mission 48
Company Orientation toward the SWOT Analysis 48
Marketplace 17 Goal Formulation 50
The Production Concept 18 Strategic Formulation 50
The Product Concept 18 MARKETING MEMO Checklist for Performing
The Selling Concept 18 Strengths/Weaknesses Analysis 52
The Marketing Concept 18
The Holistic Marketing Concept 18 Program Formulation and
Implementation 53
MARKETING MEMO Marketing Right Feedback and Control 53
and Wrong 19
Product Planning: The Nature and Contents
Relationship Marketing 20 of a Marketing Plan 54
Integrated Marketing 20
Internal Marketing 21 MARKETING MEMO Marketing Plan
Performance Marketing 22 Criteria 55
The New Four Ps 25 The Role of Research 55
Marketing Management Tasks 26 The Role of Relationships 55
Developing Marketing Strategies and From Marketing Plan to Marketing
Plans 26 Action 55
Capturing Marketing Insights 26 Summary 56
MARKETING MEMO Marketers’ Frequently Applications 56
Asked Questions 26 Sample Marketing Plan: Pegasus Sports
Connecting with Customers 27 International 60
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