Analysis for strategic marketing:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Reading, Mass. [u.a.]
Addison-Wesley
1998
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015452457&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Literaturangaben |
| Umfang: | XIII, 514 S. graph. Darst. |
| ISBN: | 9780321001986 0321001982 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface iii
Chapter 1
The Role of Analysis in Strategy Formulation 1
Introduction 1
Boundaries of Strategic Marketing 3
Classification of Strategic Situations 5
Analysis and the Process of Strategic Thinking 12
Judgmental Biases 14
Thorough Analysis Does Not Always Lead to Good Outcomes 15
The Remedy: Planning Processes 17
Framework of the Book 17
Chapter 2
Segmenting Markets: Mho Ore the Potential Buyers? 23
Introduction 23
Bases of Segmentation 25
Consumer Markets 25
Industrial Markets 28
Descriptor or Behavioral Variables: Which Are Better? 30
Descriptor or Behavioral Variables: Which Come First? 34
Perception Measurement and Segmentation 36
Direct Questioning 37
Perceptual Mapping 38
Benefit Measurement and Segmentation 41
Direct Questioning 44
Perceptual Mapping 45
Conjoint Analysis 46
Segmenting with Other Behavioral Bases 48
Grouping Consumers into Segments 49 ~
Describing Segments 53
vii
viii Contents
Database Marketing: Segments of Size One 57
Selecting Target Segments 60
Summary 61
Appendix: Analysis Techniques 66
Chapter 3
Identifying Unmet Needs: What Do ttie Customers Wanr? 76
Introduction 76
Classifying Unmet Needs 78
Characteristics of Markets with Unmet Needs 80
Methods for Identifying Unmet Needs 81
Methods for Uncovering Problems with Existing Offerings 83
Focus Groups 83
Perceptual Mapping 86
Benefit Structure Analysis 87
Mystery Shopper Surveys 89
Problem Research 91
Customer Satisfaction Studies 94
Changes in the Environment 100
Environmental Scanning 100
Methods for Identifying Solutions to Unmet Needs 101
Lead User Analysis 102
Brainstorming 104
Synectics 104
Morphological Forced Connections 107
Kansei Analysis 108
Role of Creativity 110
Summary 111
Appendix: Synectics Session Tackling the Problem of Car Leaks 116
Chapter 4
Identifying Competitors: Whom Hill He Compete flgoinst? 119
Introduction 119
Implications of the Poland Spring Dilemma 120
Contents ix
Identifying Competitors by Analyzing Consumer
Decision Processes 125
Need Recognition 125
Perception of Alternatives 128
Choice 129
A Final Comment on Competitors outside the Category 140
Strategic Croups Analysis: Competitor Identification from a Supply
Side Perspective 140
Forecasting Competitors Actions 145
Forecasting the Actions of Existing Competitors 145
Came Theory 147
Why Rational Expectations and Game Theory May Not Work 148
What to Do When Rational Expectations Theory Does Not Apply 148
Identifying Future Competitors 150
Porter s Five Forces 150
Ansoff s Product Market Matrix 151
Summary 152
Chapter 5
Understanding and Forecasting the External Environment: Demographic. Social,
Economic, and Political Factors 1S6
Introduction 156
Situations Where Environmental Understanding Is Critical 157
Demand Analysis Framework 159
Methods for Understanding and Predicting Environmental
Factors 162
Factors to Consider 162
Overview of Methods 162
Sources of Data 162
Assessing the Quality of Published Data 164
Role of Experts 165
Methods for Analyzing Demographic Factors 165
Understanding Census Data 165
Methods of Population Analysis 167
Cohort Analysis 171
Methods for Analyzing Social/Cultural Factors 174
x Contents
Content Analysis of the Popular Press 175
Consumer Trends for the Twenty first Century 177
Future Shock 178
Lifestyle Analysis 1 79
General Purpose Consumer Surveys 183
Methods for Analyzing Economic Factors 183
Economic Statistics 183
Economic Surveys 183
Economic Forecasts 189
Methods for Analyzing Political Factors 189
Analysis of Regulatory Data 189
Green Marketing Trends 189
Public Opinion Polls 193
Summary 194
Appendix 5A: Strategies for Conducting Secondary Research for
Environmental Analysis 200
Appendix 5B: A Guide to Information Sources for Marketing
Strategy Analysis 217
Chapter 6
Understanding and Forecasting ttie Market Environment: Technological
Factors and Forecasting 221
Introduction 221
Uncertainty and Role of Judgment 222
Forecasting Technology 222
Measuring Technology 224
Selected Formal Forecasting Methods 227
Extrapolation and Curve Fitting 228
Regression Techniques 233
Analogy Method 240
Delphi Technique 243
Scenario Analysis Methods 245
Methods for Forecasting Sales of Durable Products 255
Forecasting Initial Purchases 256
Estimating Replacements 259
Final Forecast 260
Summary 260
Contents xi
Appendix 6A: Descriptions, Advantages, and Disadvantages of Selected
Methods of Forecasting 264
Appendix 6B: Estimating Equations for Trend and Growth Curves 266
Appendix 6C: Estimating the Multiple Exponential Model 268
Chapter 7
Onalijzing Competitive fldvanrage: How to Compete? 269
Introduction 269
On What Dimensions Should Strengths and Weaknesses
Be Assessed? 272
Identifying Critical Performance Outcomes 273
PIMS Analyses 274
Elasticity Analysis 274
Identifying Critical Positional Advantages 275
Project NewProd 276
Consumer Preference Models 277
The Value Chain 279
Identifying Critical Sources of Advantage 281
The Value Chain 282
The Critical Success Factor (CSF) Method 283
Order of Entry 284
Measuring Performance Outcomes 285
Market Share 286
Customer Satisfaction Surveys 286
Customer Franchise 296
Measuring Positional Advantages 297
Cost and Experience 297
Measuring Quality 301
Measuring Brand Equity 303
Measuring Sources of Advantage 308
Ansoff s Grid of Competences 308
Perspectives on Measurement 308
Information Sources 311
Is the Assignment Objective or Subjective? 313
At What Level Does the Measurement Apply? 315
An Illustration 316
Summary 318
xii Contents
Chapter 8
Resource location Methods 324
Introduction 324
Principles of Resource Allocation 327
Methods for Allocating Resources among SBUs 330
Criteria for Defining SBUs 331
Graphical Portfolio Methods 331
Assumptions 332
Measuring Market Share 332
The BCC Business Portfolio Matrix (Growth Share Matrix) 333
Business Assessment Array 333
The Directional Policy Matrix (Shell) 337
Life Cycle Portfolio Matrix 339
An Empirical Comparison of Portfolio Models 341
Some Developments in Portfolio Analysis 344
Methods Based on Response Functions 346
STRATPORT 346
Methods Based on AHP 351
An Illustration of AHP with One Decision Maker 352
An Illustration of AHP with Multiple Decision Makers 353
Methods Based on Conjoint Analysis 356
Allocating Resources across Multiple Products within a SBU 357
Methods Based on Conjoint Analysis and AHP 357
Methods Using Market Response Functions 357
Methods for Allocating Marketing Expenditures for a SBU 360
Methods Based on Pooled Business Experience 360
Methods Based on AHP 364
Methods Based on Conjoint Analysis 366
Methods Using the Market Response Function 370
Methods for Allocating Resources across Geographic Markets 371
Methods Based on Market Response Function 371
Summary 372
Appendix 8A: Illustration of the Use of Business Assessment Array 376
Appendix 8B: AHP Methodology 380
Contents xiii
Chapter 9
Actual Cose Examples: Analyses in fiction 383
Introduction 383
Sports Apparel Industry Study 385
Benefit Segments 386
Consumer Perceptions 391
The Victoria Moore Activewear Line 392
Citibank Photocard Focus Croup Project 397
Holdzer Catering 400
Principles of Analysis 404
Summary 406
Appendix 9A: Customer Survey and Detailed Results for
Victoria Moore Study 407
Appendix 9B: Discussion Guide Outline for Citibank
Photocard Focus Groups 418
Cases
Case 1 Regent Rubber Company 421
Case 2 Part A: The U.S. Athletic Footwear Industry 431
Part B: Reebok s Marketing Strategy for the 1990s 454
Case 3 The Compact Disc Market (A and B) 464
Case 4 Xerox Corporation: The Customer Satisfaction Program 483
Name Index 507
Subject Index 509
|
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| id | DE-604.BV022241541 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:50:52Z |
| institution | BVB |
| isbn | 9780321001986 0321001982 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015452457 |
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| physical | XIII, 514 S. graph. Darst. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | Addison-Wesley |
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| spellingShingle | Rao, Vithala R. Steckel, Joel H. Analysis for strategic marketing Strategische Planung (DE-588)4309237-8 gnd Strategisches Management (DE-588)4124261-0 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4309237-8 (DE-588)4124261-0 (DE-588)4037630-8 (DE-588)4037589-4 |
| title | Analysis for strategic marketing |
| title_auth | Analysis for strategic marketing |
| title_exact_search | Analysis for strategic marketing |
| title_full | Analysis for strategic marketing Vithala R. Rao ; Joel H. Steckel |
| title_fullStr | Analysis for strategic marketing Vithala R. Rao ; Joel H. Steckel |
| title_full_unstemmed | Analysis for strategic marketing Vithala R. Rao ; Joel H. Steckel |
| title_short | Analysis for strategic marketing |
| title_sort | analysis for strategic marketing |
| topic | Strategische Planung (DE-588)4309237-8 gnd Strategisches Management (DE-588)4124261-0 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Strategische Planung Strategisches Management Marktforschung Marketing |
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