Marketing Strategies A Contemporary Approach 市场营销策略 市场策划.pdf
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Marketing Strategies A Contemporary Approach 市场营销策略 市场策划.pdf
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secondeditionanimprintofwww.pearson-Anewdirectionformarketingstrategies!
OffersallIaminterestedinandwhatisimportantintodaysmarketingpracticeinonecomprehensivetextbook.FransPlat,UniversityofMaastrichtThisbookcontinuestochallengeexistingtheoriesofmarketing,reachingintowidersocialareassuchasglobalisationandsustainability.Itwillcontinuetoinspireandinformanewgenerationofstudents.ProfessorHelenThomas,ResearchDirector,LondonCollegeofFashion,UniversityoftheArts,LondonNewlyaddedtopicsinthiseditioninclude:
CorporateSocialResponsibility,climatechangeandresponsiblecustomerbehaviourHowGlobalisationisimpactinguponconsumersandorganisationsThemarketingauditandmarketingperformancemeasures(includingtheTripleBottomLine)SocialandDigitalMarketingFollowthesignstosuccess!
LetMarketingStrategiesshowyouthewaysecondeditionsecondeditionMarketingStrategiesacontemporaryapproachAshokRanchhodCalinGurauAshokRanchhodCalinGurauAshokRanchhodCalinGurauChallengingtraditionalmarketingconceptslikethe4Ps,MarketingStrategiesexaminesthekeyfactorsaffectingmarketingintodayscompetitivebusinessenvironment:
sustainability,ethics,marketorientation,theimpactoftechnologyandglobalisation.Inthisfullyrevisedandupdatedsecondedition,AshokRanchhodandCalinGurauprovideexcellentanalysisforthosewhowishtoexplorenewwaysoflookingatthemarketingprocessinordertogainanedgeoverthecompetition.AshokRanchhodisFacultyProfessorinMarketingatSouthamptonBusinessSchool.CalinGurauisProfessorinMarketingatGSCM-MontpellierBusinessSchool,France.Additionalstudentsupportatwww.pearsoned.co.uk/ranchhodMarketingStrategiesacontemporaryapproachAshokRanchhodCalinGurauAshokRanchhodCalinGurauAshokRanchhodCalinGurauBrandnewcasestudiesanalysinginternationallyrecognisedcompanies(includingApple,Dyson,Marks&Spencer,GuinnessandtheWal-Martchain)providereal-worldinsightsfromarangeofcontemporarybusinessperspectives.Coverimage:
GettyImages/Photonica9780273706748_COVER.indd127/4/0710:
30:
56MarketingStrategiesVisittheMarketingStrategies,secondeditionCompanionWebsiteatwww.pearsoned.co.uk/ranchhodtofindvaluablestudentlearningmaterialincludinglinkstorelevantsitesontheweb.Anexcellentbookforanymarketingstudentorpractitionerneedingtobepreparedforthefuture.ProfessorsRanchhodandGuravuhavetakenthe21stCentury“bite-sizedchunks”approachandproducedavaluableresourceforthestudentofmarketing,whethernewtothefieldorseasonedprofessional.CharlesJennings,GlobalHeadofLearning,ReutersGroupTheauthorsnavigatethroughenvironmentalanalysis,marketingethics,marketsegmentationandstrategicpositioningthroughdiscussingunderpinningresourcesthatsupportvaluecreationyetneverlosingsightoftheneedforsustainability,whichisalltoooftenamissingcomponentwithinmanymarketingstrategies.Thisbookisessentialreadingforthosewishingtobetterunderstandthechallengesandopportunitiesfacingthosecompetingforsuccessandgrowthinthe21stCentury.ProfessorZahirIrani,HeadofBrunelBusinessSchool,UKThisbookprovidesveryimportantinsightsintothechallengesfacingmarketerstoday.Ithaswelldevelopedsectionsonsustainabilityissuesandnewperspectivesinmarketing.Itisamustformarketerslookingbeyondstandardtextbooks.ProfessorNavalBhargava,DeanofInternationalRelations,SeniorProfessorinMarketing,MudraInstituteofCommunicationsAhmedabad(MICA),IndiaProfessorsRanchhodandGuravunotonlyexplainthekeyconceptsandtoolsforeffectivemarketingintodayschangingbusinessenvironment,butalsoputforwardwhatsnextinthemarketingworld.Thisisawellwrittentextbyauthorswithvisionandinsight.BirgiMartin,Ph.D.(ResearchDevelopmentDirector,USA),andSharonAlbert,Ph.D.(SVP,MarketingandProductDevelopment),LightspeedResearch(WPPGroup)MAST_A01.QXD24/4/0714:
01PageiWeworkwithleadingauthorstodevelopthestrongesteducationalmaterialsinmarketing,bringingcutting-edgethinkingandbestlearningpracticetoaglobalmarket.Underarangeofwell-knownimprints,includingFinancialTimesPrenticeHall,wecrafthigh-qualityprintandelectronicpublicationsthathelpreaderstounderstandandapplytheircontent,whetherstudyingoratwork.TofindoutmoreaboutthecompleterangeofourpublishingpleasevisitusontheWorldWideWebat:
www.pearsoned.co.ukMAST_A01.QXD24/4/0714:
01PageiiSecondEditionMarketingStrategiesAContemporaryApproachAshokRanchhodandCavlinGuravuMAST_A01.QXD24/4/0714:
01PageiiiPearsonEducationLimitedEdinburghGateHarlowEssexCM202JEEnglandandAssociatedCompaniesthroughouttheworldVisitusontheWorldWideWebat:
www.pearsoned.co.ukFirstpublished2004Secondeditionpublished2007PearsonEducationLimited2004,2007TherightsofAshokRanchhodandCavlinGuravutobeidentifiedasauthorsofthisworkhavebeenassertedbytheminaccordancewiththeCopyright,DesignsandPatentsAct1988.Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,withouteitherthepriorwrittenpermissionofthepublisheroralicencepermittingrestrictedcopyingintheUnitedKingdomissuedbytheCopyrightLicensingAgencyLtd,SaffronHouse,610KirbyStreet,LondonEC1N8TS.Alltrademarksusedhereinarethepropertyoftheirrespectiveowners.Theuseofanytrademarkinthistextdoesnotvestintheauthororpublisheranytrademarkownershiprightsinsuchtrademarks,nordoestheuseofsuchtrademarksimplyanyaffiliationwithorendorsementofthisbookbysuchowners.ISBN:
978-0-273-70674-8BritishLibraryCataloguing-in-PublicationDataAcataloguerecordforthisbookisavailablefromtheBritishLibrary1098765432110090807Typesetin9.5/13ptStoneSerifby30PrintedbyAshfordColourPressLtd,GosportThepublisherspolicyistousepapermanufacturedfromsustainableforests.MAST_A01.QXD24/4/0714:
01PageivPrefacexiiiAcknowledgementsxviiPublishersacknowledgementsxvii1Fromstructuretochaos?
Understandingmarketingstrategy1Introduction1Technologicaladvances2Themarketingconcept4Marketingasabusinessprocess5Theroleofmarketorientation6Casestudy:
AppleandtheiPod9Loyalty11Strategicplanningtodeliverthemarketingconcept12Environmentalfactors14Creatingasenseofidentity15Limitations17Timeasanissueinplanning18Timeandfirstmoveradvantages19Time-cycleforproducts19Timeandconsumersperceptions20Casestudy:
SlowcoachingandTheOfficialSlowFoodManifesto21Timeandexperientialadvantages22Timeandtechnologicaladvantages22Ethicsasamarketingissue24Towardsanewstrategicmarketingplanningmodel24Casestudy:
Internetbanking:
quicktoadapttotechnology25Casestudy:
BancoBradescotrialsFujitsupalmveinauthenticationtechnology26Summary27Chapterquestions28ContentsMAST_A01.QXD24/4/0714:
01Pagev2Openingupanalysisandpositioning29Introduction29Internalanalysis29Theanalysisoftangibleandintangibleresources29Operantandoperandresources30Organisationalstrengthsandweaknesses30Productportfolioanalysis33Thevalueaddedchainapproach38Internalresources(competitiveadvantage)andcorporateobjectives(strategicmission)39Externalanalysis40Marketthreatsandopportunities40Portersmodelofindustryattractiveness42Casestudy:
EminemsCDsalesimpressivedespitemusicsharing45Overviewofanalysingtheindustry47Theindustryattractiveness/businesscompetitivestrengthmatrix48Keyissuestoconsiderwhenusingportfoliomatrices52Themarketinginformationsystem52Marketsegmentation53Segmentationcriteria55Geographicsegmentation56Demographicsegmentation57Casestudy:
ThepowerbehindPlayStation:
goingforold59Casestudy:
Lifestylesnapshots62Thesegmentationprocess69Strategicpositioning71Casestudy:
LittleDysoncleanerfindsanicheinthesmallerJapanesehome73TheInternet,postmodernmarketingandglobalisation75Summary78Chapterquestions783Stakeholderconcernsandsolutions79Introduction79Casestudy:
Slowdeclineofhigh-streetchampion79Casestudy:
M&Ssalessurgestunscity81Stakeholdertheory82Stakeholderinteractions82Casestudy:
Imageinthebalance91Casestudy:
CustomersasstakeholdersofNestl97Casestudy:
Bhatiav.SterliteIndustries(2001)100Developingcompetitivemarketingstrategies101Narrowview103viContentsMAST_A01.QXD24/4/0714:
01PageviBroadview104Understandingstakeholderevolutionandmanagement107Casestudy:
BritishBiotechnology108Competitivepositioning109Summary112Chapterquestions1124AsustainableEarthmatters113Introduction113Understandingenvironmentalmarketing115Energyandtheclimate116Chemicalsandthebiologicalboomerang117Commerceandtheoceans117Casestudy:
NikeCorporation126Thelifecycleanalysis(LCA)conceptlifecyclethinking126Casestudy:
APRILtakesaleafoutofthegreenbook129Implicationsfororganisations134Greenconsumerbehaviour139Greenmarketingstrategies142Casestudy:
Greenmarketing:
lessonsfromtheleaders143Responsiblemarketing145Greenmarketing146Socialmarketing147Summary149Chapterquestions1495Communicatingeffectively150Introduction150Casestudy:
Theadrevolutionwillnotbetelevised153Corporateimageandcorporateidentity155DefiningtheIMCconcept157OrganisationalchallengestoimplementingtheIMCconcept159Lackofhorizontalcommunication160Functionalspecialisation160Decentralisation160LackofIMCplanningandexpertise160Lackofbudget161Lackofadatabaseandtheaccompanyingtechnology161Culture162Fearofchange162Onesizedoesnotfitall163ContentsviiMAST_A01.QXD24/4/0714:
01PageviiImplementingtheIMCconcept163Thesevenevolutionarystepsmodel163Thethree-dimensionalmodel165Theeight
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