Skip to content

CDN ED Marketing Strategy, 1st Edition

By Peter Yannopoulos
Instructional Resources
Digital teaching aids may be available for this title. All instructor requests are reviewed by our team before the files are made accessible.
Soft Cover
496 pages
ISBN-10: 0176414886
ISBN-13: 9780176414887
Publisher: Top Hat
Edition: 1st

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.

Features

  • Cutting-Edge Topics are covered
  • 20 Top-Quality Cases
  • Real-world examples and approach

Table of Contents

  • Preface
  • About the Author
  • Case Grid
  • Chapter 1 Strategic Marketing Planning and Market Orientation
  • Introduction
  • Marketing Strategy as a Means of Creating Customer Value
  • The Strategic Marketing Planning Process
  • Corporate Vision, Mission, and Goals
  • Corporate Strategy
  • Market Definition and Situational Analysis
  • Business-Level Strategy
  • Marketing Strategy Development
  • Implementation and Control
  • Competing on the Edge
  • Deliberate Versus Emergent Strategies
  • Strategic 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 Questions
  • Notes
  • Appendix
  • Outline of a Marketing Plan
  • Chapter 2 Defining and Assessing Markets
  • Introduction
  • Strategic Markets
  • Multidimensional Scope of Strategic Markets
  • Served Markets
  • Dynamic 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 Resources
  • Rare 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 Excellence
  • Product Leadership
  • Customer Intimacy
  • Chapter Summary
  • Review 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 Process
  • Step 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 Repositioning
  • Competitor Repositioning
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 7 Strategic Networks and Customer Relationship Management
  • Introduction
  • Strategic Networks
  • Reasons for Forming Strategic Networks
  • Types of Strategic Networks
  • Reasons Strategic Networks Fail
  • Building Successful Customer Relationships
  • Customer Value, Satisfaction, and Retention
  • Customer Value
  • Customer Satisfaction
  • Customer Retention
  • Customer Share
  • Major Customer Relationship Programs
  • Mass Customization Programs
  • Loyalty Programs
  • Partnering Programs
  • Using Data Mining Technology
  • Data Warehouses
  • Increasing the Effectiveness of Customer Relationship Programs
  • Commitment from Top Management
  • Target the Right Customers
  • Communicate with Customers
  • Establish Common Bonding with Customers
  • Establish a Customer Retention Culture
  • Retain Employees
  • Monitor Customer Relationship Program Performance
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 8 Product Strategy
  • Introduction
  • New Product Development
  • Classification of New Products
  • New Product Strategy
  • The Stage-Gate New-Product Development System
  • Market Entry Strategies
  • First-Mover Strategy
  • Late-Mover Strategy
  • Marketing Strategies During the Different Stages of the Product Life Cycle
  • Introduction Stage
  • Growth Stage
  • Shakeout Stage
  • Maturity Stage
  • Decline Stage
  • Product Line Strategies
  • Trade-Up Strategy
  • Trade-Down Strategy
  • Product Line Extension Strategy
  • Marketing Services
  • Differences Between Products and Services
  • Product Strategies for Services
  • Pricing of Services
  • Distribution of Services
  • Promotion of Services
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 9 Brand Strategy
  • Introduction
  • What Is a Brand?
  • Types of Brands
  • The Importance of Brands for Consumers
  • The Importance of Brands for Companies
  • Brand Equity
  • Measuring the Value of Brands
  • Strategic Roles of Brands
  • Brand Extensions
  • Co-Branding
  • Endorser Brands
  • Sub-brands
  • Licenced Brands
  • Barriers to Successful Brand Building
  • Building Strong Brands
  • Naming Brands
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 10 Pricing Strategy
  • Introduction
  • Strategic Influences on Price
  • Perceived Customer Value
  • Cost
  • Competition
  • Marketing Strategy
  • Pricing Objectives
  • Single- Versus Multiple-Product Line
  • Cost and Price Dynamics
  • Sources of the Experience Curve Effect
  • Costs, Prices, and the Product Life Cycle
  • Pricing Implications of the Experience Curve
  • Pricing New Products
  • Penetration Pricing
  • Price Skimming
  • Parity Pricing
  • Pricing Existing Products
  • Value Pricing
  • Cost-Plus Pricing
  • Prestige Pricing
  • Everyday Low Pricing
  • Randomized Pricing
  • Promotional Pricing
  • Product Line Pricing
  • Cross-Subsidization Pricing
  • Price Bundling
  • Two-Part Pricing
  • Responding to Competitors Prices
  • Follow-the-Leader Pricing
  • Price Matching
  • Trigger Pricing
  • Price Customization Strategies
  • Price-Profitability Analysis
  • Break-even Unit Sales
  • Break-even Market Share
  • Safety Margin
  • Break-even Sales Change
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 11 Distribution and Supply Chain Management
  • Introduction
  • Channels of Distribution and Supply Chain Management
  • Strategic Advantages of Channels of Distribution
  • Channel of Distribution Methods
  • Direct Distribution
  • Corporate Stores
  • Indirect Distribution
  • Piggybacking
  • E-commerce
  • Multiple Channels
  • Channel Strategy
  • Consumer Analysis
  • Channel Length
  • Channel Intensity
  • Selection of Channel Partners
  • Managing Channel Relationships
  • Managing Channel Change
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 12 Integrated Marketing Communications
  • Introduction
  • Integrated Marketing Communications
  • Designing an Integrated Marketing Communications Plan
  • Identifying the Target Audience
  • Establishing the Communication Objectives
  • Setting the Communications Budget
  • Determining the Communications Mix
  • Crafting Advertising Strategies
  • Message Design
  • Media Plan
  • Measuring Advertising Effectiveness
  • Personal Selling
  • Sales Force Management
  • Sales Promotions
  • Advantages and Disadvantages of Sales Promotions
  • Evaluating Sales Promotion Effectiveness
  • Public Relations
  • Publicity
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 13 Internet Marketing
  • Introduction
  • The Strategic Advantages of the Internet
  • Online Market Segments
  • Simplifiers
  • Surfers
  • Bargainers
  • Connectors
  • Routiners
  • Sportsters
  • The Internet and Marketing Strategy Formulation
  • Creating Internet Customer Relationships
  • Internet Product Strategy
  • Internet Brand Strategy
  • Internet Pricing Strategy
  • Internet Distribution Strategy
  • Internet Promotion Strategy
  • Integrating Offline and Online Strategies
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 14 Defensive and Offensive Marketing Strategies
  • Introduction
  • Defensive Marketing Strategies
  • Factors Affecting Competitor Retaliation
  • Pre-Entry Defensive Strategies
  • Post-Entry Defensive Strategies
  • Offensive Marketing Strategies
  • Principles of Offensive Warfare
  • Offensive Strategies
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Chapter 15 Marketing Implementation and Control
  • Introduction
  • Marketing Strategy and Implementation
  • What Is an Effective Marketing Strategy?
  • Common Strategic Marketing Planning Problems
  • Complacency
  • Conservatism
  • Incomplete Analysis
  • Prior Hypothesis
  • Escalating Commitment
  • Cannibalization
  • Complexity
  • Implementation Levels
  • Requirements for Successful Implementation
  • Aligning the Marketing Strategy with Organizational Actions
  • Input
  • Marketing Strategy
  • The Operating Organization
  • Output
  • Marketing Control
  • The Control Process
  • Requirements for Effective Control Systems
  • Chapter Summary
  • Review and Discussion Questions
  • Critical Thinking and Application Questions
  • Notes
  • Appendix A Marketing Plan Example A Marketing Plan for National Depot Inc.
  • Cases
  • 1. Spectrum Consulting International
  • Peter Yannopoulos
  • 2.Mobile Knowledge Inc.
  • Peter Yannopoulos
  • 3.Steinhouse Knitting Mills (Canada) Ltd.
  • Mark Haber and Christopher A. Ross
  • 4.WestJet Airlines
  • Peter Yannopoulos
  • 5.Green Acres Seed Company
  • Thomas Funk
  • 6.The Workabout: Developing and Introducing a New Product
  • Nicolas Papadopoulos
  • 7.Front 54 391
  • Bryan Clancy
  • 8.Bombardier Inc.
  • Peter Yannopoulos
  • 9.Atlas Chemical Company
  • Thomas Funk
  • 10.Hannas Seeds
  • Thomas Funk and Patricia Hannas
  • 11.A New Spirit for the New Age
  • Nicolas Papadopoulos
  • 12.Tim Hortons
  • Peter Yannopoulos
  • 13.AutoPlus Ltd.
  • Nicolas Papadopoulos
  • 14.Centre for the Arts
  • H.F. MacKenzie
  • 15.Organ Transplant Centre
  • Nicolas Papadopoulos
  • 16.Boston Pizza International Inc.
  • Peter Yannopoulos
  • 17.Nature-Plus Limite?U.S. Expansion
  • Joseph J. Schiele
  • 18.Research in Motion Limited
  • Peter Yannopoulos
  • 19.Zeneca Ag Products
  • Thomas Funk and Colin Steen
  • 20.Wal-Mart
  • Peter Yannopoulos
  • Index

Author Information

Brock Fenton

M.B. (Brock) Fenton received his Ph.D. in 1969 for work in the ecology and behaviour of bats. Since then he has held academic positions at Carleton University (Ottawa, Canada 1969 to 19...