Verfügbarkeit: Product management | Technische Universität München

Product management:

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Bibliographische Detailangaben
Beteiligte Personen:	Lehmann, Donald R. (VerfasserIn), Winer, Russell S. (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Boston, Mass. [u.a.] McGraw-Hill 2007
Ausgabe:	4. ed., internat. ed., [Nachdr.]
Schriftenreihe:	McGraw-Hill/Irwin series in marketing
Schlagwörter:	Produktmanagement Produktpolitik Marketing
Links:	http://www.loc.gov/catdir/description/mh051/2004053060.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016389330&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Beschreibung:	Includes bibliographical references and indexes
Umfang:	XVI, 494 S. Ill., graph. Darst. 24 cm
ISBN:	0071238328

Internformat

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Datensatz im Suchindex

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adam_text	Contents Preface xiii About the Authors xvi Chapter 1 Introduction to Product Management 1 Overview 1 Marketing Organization 3 Product-Focused Organizations 3 Market-Focused Organizations 8 Functionally Focused Organizations 9 The Role of the Sales Force 11 Marketing Organization Implications of Global Marketing 11 Product Management: Fact versus Fiction 12 Backgrounds 13 Critical Skills li The Marketing Plan 14 Variance across Industry/Company Size 15 Changes Affecting Product Management 15 Changes in Marketing Organizations 17 Overview of the Book 21 Marketingplanning 21 Marketing Strategy 22 Marketing Program Decisions 22 Summary 23 References 23 Appendix Sample Responses from Product Managers 24 Chapter 2 Marketing Planning 26 Overview 26 Definition and Objectives of Plans 26 Frequent Mistakes in the Planning Process What Makes a Good Planning System: Some Empirical Results 32 Is Planning Worthwhile? 32 The Planning Process 33 Approaches to Planning 33 Steps in the Planning Process 34 Components of the Marketing Plan 35 The Executive Summary 36 Situation Analysis 36 Marketing Objectives/Strategy 37 Supporting Marketing Programs 37 The Rest of the Plan 3 7 Example 39 Two Case Studies 40 Energy Bars (ca. 2002) 41 Personal Digital Assistants (ca. 1999) 41 Summary 45 References 45 Appendix Marketing Plan Outline 46 Chapter 3 Defining the Competitive Set 49 26 Overview 49 Levels of Market Competition 52 Definitions 52 Overlapping Market Segments 5 7 The Impact ofMetamediaries 57 Product Strategy Implications 57 Illustrations 59 Methods for Determining Competitors 61 Managerial Judgment 62 Customer-Based Measures 63 Summary 68 Competitor Selection 69 Enterprise Competition 70 Summary 71 References 72 VII viii Contents Chapter 4 Category Attractiveness Analysis 74 Overview 74 Aggregate Market Factors 75 Category Size 75 Market Growth 76 Product Life Cycle 76 Sales Cyclicity 77 Seasonally 78 Profits 78 Category Factors 78 Threat of New Entrants 79 Bargaining Power of Buyers 81 Bargaining Power of Suppliers 82 Category Rivalry 82 Pressure from Substitutes 83 Capacity 84 Environmental Analysis 84 Technological Factors 85 Political Factors 86 Economic Factors 87 Regulatory Factors 88 Social Factors 88 Illustrations 92 Energy Bars 92 Personal Digital Assistants 92 Summary 95 References 96 Chapter 5 Competitor Analysis 97 Overview 97 Sources ofinformation 102 Secondary Sources ofinformation 102 Primary Sources ofinformation 108 Other Sources 110 Ethically Questionable Sources 111 Creating a Product Features Matrix 112 Assessing Competitors Current Objectives 113 Determination of Competitor Objectives 113 Assessing Competitors Current Strategies 115 Marketing Strategy 115 Comparing Value Chains 116 Marketing Mix 117 How to Assess Competitors Strategies 118 Technology Strategy 120 Differential Advantage Analysis 122 Ability to Conceive and Design 122 Ability to Produce 124 Ability to Market 124 Ability to Finance 124 Ability to Manage 124 What to Do with the Information 124 Assessing a Competitor s Will 126 Predicting Future Strategies 127 Illustrations 129 Energy Bars 129 Personal Digital Assistants 135 Summary 137 References 137 Chapter 6 Customer Analysis 139 Overview 139 What We Need to Know About Customers 140 Who Buys and Uses the Product 140 What Customers Buy and How They Use It 144 Where Customers Buy 148 When Customers Buy 148 How Customers Choose 149 Why They Prefer a Product 153 How They Respond to Marketing Programs 158 Will They Buy It (Again) ? 158 Segmentation 159 Desirable Criteria for Segments 160 Methods for Market Segmentation 161 Illustrations 175 Energy Bars 175 Personal Digital Assistants 177 Motorcycles 179 Summary 181 References 182 Appendix 6A Economic Value to the Customer (EVC) 184 Appendix 6B Latent Class Methods 186 Contents ix Chapter 7 Market Potential and Sales Forecasting 187 Overview 187 Definitions 187 Market Potential 188 Overview 188 What They Are Used For 189 Information Sources 189 New or Growing Product Potential 191 Mature Product Potentials 192 Methods of Estimating Market and Sales Potential 192 Analysis-Based Estimates 192 Area Potential 195 Sales Potential 195 Sales Forecasting 196 Overview 196 Level of Accuracy Needed 198 Judgment-Based Methods 199 Customer-Based Methods 201 Sales Extrapolation Methods 202 Model-Based Methods 206 What Methods Are Used? 207 Using Regression Models for Forecasting 208 Developing Regression Models 209 Recognizing Uncertainty 213 Nonlinear Relations 214 Share Forecasts 215 Forecasting Really New Products 215 Illustrations 217 Forecasting Energy Bar Sales via Regression 217 PDA Sales 218 Using Forecasts 219 Combining Forecasts 220 Gaining Agreement 220 Why Not Just Go to the Web? 221 Summary 221 References 221 Appendix Time Seríes Regression with Seasonal Factors 223 Chapter 8 Developing Product Strategy 226 Overview 226 Benefits of Strategy 226 Elements of a Product Strategy 228 Setting Objectives 228 Selection of Strategic Alternatives 231 Increasing Sales/Market Share 231 Increasing Profitability 233 Summary 234 Positioning: Choice of Customer Targets 234 Positioning: Choice of Competitor Targets 236 Positioning: The Core Strategy 236 Cost/Price (Value) Strategy 237 Nonprice Strategy 238 Managing Brand Equity 241 Measuring Brand Value 246 Relation to Customer Strategy 249 Product Strategy over the Life Cycle 249 Introduction Strategies 249 Growth Strategies 251 Maturity Strategies 252 Strategies for the Decline Stage 252 Summary 253 Illustrations 253 Odwalla Energy Bar 253 Handspring 254 Summary 254 References 255 Chapter 9 New Products 257 Overview 257 Product Modification 258 Line Extensions 260 Adding a Product Variant 262 Dropping a Product Variant 263 Getting Ideas for New Products 263 Testing Slightly New Products 264 Concept Testing 264 Product Testing 266 Market Tests 267 Quasi-Market Tests 269 χ Contents Forecasting 269 Brand Extensions 273 Really New Products 275 Getting Ideas for Really New Products 277 Evaluating Really New Products 2 77 Adoption and Expansion 278 Forecasting Really New Products 2 79 Summary 279 Illustration 281 Summary 281 References 282 Appendix 9A Sample Concept Test Formats 286 Appendix 9B Assessing Discrimination and Preference 289 Chapter 10 Pricing Decisions 291 Overview 291 The Role of Marketing Strategy in Pricing 293 Measuring Perceived Value and Price 295 Perceived Value > Price > Variable Cost 295 Price > Perceived Value > Variable Cost 296 Price > Variable Cost > Perceived Value 297 Measuring Customer Value 298 Calculating Value-in-Use 298 Pricing Experiments 300 Using Price Thresholds 302 Dollarmetric Scale 302 Using the Perceived Value Concept 303 Psychological Aspects of Price 304 Reference Prices 305 The Relationship between Price and Perceived Quality 306 The Odd-Ending Effect in Prices 307 Competition and Pricing 307 Competitors Costs 308 Historical Pricing Behavior 309 The Role of Own Costs 310 Deciding How Much of the Value—Cost Gap to Capture: Pricing Objectives 311 Penetration Pricing 311 Return on Sales/Investment Pricing 312 Pricing for Stability 312 Skimming 313 Competitive Pricing 313 Other Factors Affecting Price 313 Stage of the Product Life Cycle 313 Category Conditions 315 Some Specific Pricing Tactics 316 Product Line Pricing 316 Price Bundling 316 Complementary Pricing 317 Value Pricing 317 Everyday Low Pricing 318 Hidden Price Increases 319 Price Discrimination 319 Second-Market Discounting 320 Periodic Discounting 320 Auctions 321 Ethical Issues 321 Summary 322 References 322 Chapter 11 Advertising Decisions 324 Overview 324 The Target Audience 328 Setting Advertising Objectives 330 Customer-Focused Objectives 330 Exposure-Oriented Objectives 332 Objective Specificity 332 Setting Advertising Budgets 332 Objective and Task 336 Percentage-of-Sales 336 Competitive Parity 336 Affordable 341 Experimentation 342 Decision Calculus 342 Summary 343 Evaluating Ad Copy: Laboratory-Based Measures 343 Real-World Measures 346 Media Selection 347 Where 347 Contextual Fit 348 When 348 Other Considerations 349 Contents xi Evaluating Advertising Effects 349 Tracking Studies 350 Past Sales and Advertising 350 Experimentation 353 Linking Objectives to Incremental Contribution 353 Evaluating Ad Budgets 354 Summary 355 References 357 Chapter 12 Promotions 359 Overview 359 Promotion Objectives 363 Final Customer Promotions 363 Trade Promotions 365 Promotion Budgeting 367 Overview 367 The Total Advertising and Promotion Budget 367 Allocating Money between Advertising and Promotion 367 Final Customer Promotions 368 Product-Based Promotions 368 Price-Based Promotions 369 Other Customer Promotions 3 70 Summary 370 Trade Promotions 371 Evaluating Customer Promotions 371 Overview 371 Short-Run Evaluation 371 Long-Run Concerns 376 Competitive Reaction 376 Findings about Promotion Effects 377 Test Markets 379 Evaluating Trade Promotions 380 The Retailer s Perspective 382 Summary 383 References 385 Chapter 13 Channel Management 388 Overview 388 Channel Selection 390 Direct versus Indirect Channels 390 Indirect Channels 392 Representatives 393 Wholesalers 393 Retailers 393 Channel Members as Value-Added Intermediaries 393 Hybrid Channels 395 Summary 396 Examples 396 Indirect Channel Management 396 Contractual/Legal Provisions 396 Self-Interest 397 Human Contact 398 Power in Channel Relationships 398 Channel Arrangements 399 Monitoring Profitability by Channel 400 Direct Channels 403 The Internet as a Channel 403 Trade Shows 405 Direct Marketing 405 The Direct Marketing Process 407 Direct Marketing Methods 408 Telemarketing 408 Direct Mail 408 Direct E-mail 409 Privacy Issues 410 Summary 412 References 413 Chapter 14 Customer Relationship Management 414 Overview 414 The Economics of Loyalty 417 Acquisition Cost 417 Base Profit 419 Revenue Growth 419 Operating Costs 419 Referrals 419 Price Premium 419 A Framework for Customer Relationship Management 419 Creating the Database 420 Analyzing the Database 420 xii Contents Customer Selection 426 Customer Targeting 427 Relationship Marketing Problems 427 Customer Satisfaction 42 7 Customer Service 430 Loyalty Programs 433 Mass Customization 434 Community Building 436 Other Ideas 438 Privacy Issues 438 Metrics 438 Summary 439 References 439 Chapter 15 Financial Analysis for Product Management 441 Overview 441 Sales Analysis 442 Overview 442 The Value of Sales Analysis 444 Roadblocks 446 Profitability Analysis 446 Conventional Product Profit Accounting 446 Alternative Accounting Systems 448 Contribution-Oriented Systems 448 Using the Contribution Margin Rate 451 Fixed Costs 453 A Strategic Framework for Control 455 Price-Quantity Decomposition 456 Penetration-Market Size Decomposition 45 7 Summary 457 Capital Budgeting 458 Overview 458 The Basics 459 Summary 461 References 463 Chapter 16 Marketing Metrics 464 Overview 464 A Framework for Marketing Metrics 465 What Needs to Be Measured 465 Customer-Based Metrics 466 Product-Market Metrics 467 Financial Metrics 467 Marketing Mix Metrics 468 Web Metrics 470 Summary 472 References 472 Appendix A 475 Name Index 479 Subject Index 486
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isbn	0071238328
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physical	XVI, 494 S. Ill., graph. Darst. 24 cm
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spellingShingle	Lehmann, Donald R. Winer, Russell S. Product management Produktmanagement (DE-588)4125960-9 gnd Produktpolitik (DE-588)4134655-5 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4125960-9 (DE-588)4134655-5 (DE-588)4037589-4
title	Product management
title_auth	Product management
title_exact_search	Product management
title_full	Product management Donald R. Lehmann ; Russell S. Winer
title_fullStr	Product management Donald R. Lehmann ; Russell S. Winer
title_full_unstemmed	Product management Donald R. Lehmann ; Russell S. Winer
title_short	Product management
title_sort	product management
topic	Produktmanagement (DE-588)4125960-9 gnd Produktpolitik (DE-588)4134655-5 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Produktmanagement Produktpolitik Marketing
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work_keys_str_mv	AT lehmanndonaldr productmanagement AT winerrussells productmanagement

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