Marketing Strategy 8th Edition by OC Ferrell, Michael Hartline, Bryan W Hochstein ISBN 9780357516300 0357516303

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ISBN 10: 0357516303
ISBN 13: 9780357516300
Author: OC Ferrell, Michael Hartline, Bryan W Hochstein

Marketing Strategy 8th Edition Table of contents:

Part 1. Setting the Stage for Marketing Strategy

Chapter 1. Marketing in Today’s Economy

1.1. Introduction

1.2. The Challenges and Opportunities of Marketing in Today’s Economy

1.2a. Power Shift to Customers

1.2b. Changes in Products and Selection

1.2c. Audience and Media Fragmentation

1.2d. Changing Value Propositions

1.2e. Shifting Demand Patterns

1.2f. Privacy, Security, and Ethical Concerns

1.2g. Unclear Legal Jurisdiction

1.3. Basic Marketing Concepts

1.3a. What is a Market?

1.4. What is Exchange?

1.4a. What is a Product?

1.5. Major Marketing Activities and Decisions

1.5a. Strategic Planning

1.5b. Research and Analysis

1.5c. Developing Competitive Advantage

1.5d. Marketing Strategy Decisions

1.5e. Social Responsibility and Ethics

1.5f. Implementation and Control

1.5g. Developing and Maintaining Customer Relationships

1.6. Taking on the Challenges of Marketing Strategy

Lessons from Chapter 1

Chapter 2. Strategic Marketing Planning

2.1. Introduction

2.2. The Strategic Planning Process

2.2a. Organizational Mission Versus Organizational Vision

2.2b. Corporate or Business-Unit Strategy

2.2c. Functional Goals and Objectives

2.2d. Functional Strategy

2.2e. Implementation

2.2f. Evaluation and Control

2.3. The Marketing Plan

2.3a. Marketing Plan Structure

2.3b. Using the Marketing Plan Structure

2.3c. Purposes and Significance of the Marketing Plan

2.3d. Organizational Aspects of the Marketing Plan

2.4. Maintaining Customer Focus and Balance in Strategic Planning

2.4a. Customer-Focused Planning

2.4b. Balanced Strategic Planning

Lessons from Chapter 2

Part 2. Discovering Market Opportunities

Chapter 3. Collecting and Analyzing Marketing Information

3.1. Introduction

3.2. Conducting a Situation Analysis

3.2a. The Human Element

3.2b. Data, Analytics, and Insights are Not the Same

3.2c. Situation Analysis Should be Used Strategically

3.3. The Internal Environment

3.3a. Review of Current Objectives, Strategy, and Performance

3.3b. Availability of Resources

3.3c. Organizational Culture and Structure

3.4. The Customer Environment

3.4a. Who are Our Current and Potential Customers?

3.4b. What Do Customers Do with Our Products?

3.4c. Where Do Customers Purchase Our Products?

3.4d. When Do Customers Purchase Our Products?

3.4e. Why (and How) Do Customers Select Our Products?

3.4f. Why Do Potential Customers Not Purchase Our Products?

3.5. The External Environment

3.5a. Competition

3.5b. Economic Growth and Stability

3.5c. Political Trends

3.5d. Legal and Regulatory Issues

3.5e. Technological Advancements

3.5f. Sociocultural Trends

3.6. Collecting Marketing Data and Information

3.6a. Secondary Information Sources

3.6b. Primary Data Collection

3.6c. Overcoming Problems in Data Collection

Lessons from Chapter 3

Chapter 4. Developing Competitive Advantage and Strategic Focus

4.1. Introduction

4.2. Modern Relevance of SWOT Analysis

4.3. Making SWOT Analysis Productive

4.3a. Stay Focused

4.3b. Search Extensively for Competitors

4.3c. Collaborate with other Functional Areas

4.3d. Examine Issues from the Customers’ Perspective

4.3e. Look for Causes, Not Characteristics

4.3f. Separate Internal Issues from External Issues

4.3g. Adopt a Disruptive Mindset

4.4. SWOT-Driven Strategic Planning

4.4a. Strengths and Weaknesses

4.4b. Opportunities and Threats

4.4c. The SWOT Matrix

4.5. Developing and Leveraging Competitive Advantages

4.6. Establishing a Strategic Focus

4.7. Developing Marketing Goals and Objectives

4.7a. Developing Marketing Goals

4.7b. Developing Marketing Objectives

4.7c. Moving Beyond Goals and Objectives

Lessons from Chapter 4

Part 3. Developing Marketing Strategy

Chapter 5. Customers, Segmentation, and Target Marketing

5.1. Introduction

5.2. Buyer Behavior in Consumer Markets

5.2a. The Consumer Decision Journey

5.2b. Factors That Affect the Consumer Purchase Decision Journey

5.3. Buyer Behavior in Business Markets

5.3a. Unique Characteristics of Business Markets

5.3b. The Business Buying Process

5.4. Market Segmentation

5.4a. Traditional Market Segmentation Approaches

5.4b. Individualized Segmentation Approaches

5.4c. Criteria for Successful Segmentation

5.5. Identifying Market Segments

5.5a. Segmenting Consumer Markets

5.5b. Segmenting Business Markets

5.6. Target Marketing Strategies

Lessons from Chapter 5

Chapter 6. The Marketing Program

6.1. Introduction

6.2. Product Strategy

6.2a. Strategic Issues in the Product Portfolio

6.2b. The Challenges of Service Products

6.2c. Developing New Products

6.3. Pricing Strategy

6.3a. Key Issues in Pricing Strategy

6.3b. Base Pricing Strategies

6.3c. Adjusting the Base Price

6.4. Supply Chain Strategy

6.4a. Strategic Supply Chain Issues

6.4b. Trends in Supply Chain Strategy

6.5. Integrated Marketing Communications

6.5a. Strategic Issues in Integrated Marketing Communications

6.5b. Advertising

6.5c. Public Relations

6.6. Personal Selling and Sales Management

6.6a. Sales Promotion

Lessons from Chapter 6

Chapter 7. Branding and Positioning

7.1. Introduction

7.2. Strategic Issues in Branding

7.2a. Basic Branding Decisions

7.2b. Strategic Brand Alliances

7.2c. Brand Value

7.2d. Packaging and Labeling

7.3. Differentiation and Positioning

7.3a. Bases for Differentiation

7.3b. Positioning Strategies

7.4. Mananging Brands over Time

7.4a. Development Stage

7.4b. Introduction Stage

7.4c. Growth Stage

7.4d. Maturity Stage

7.4e. Decline Stage

Lessons from Chapter 7

Part 4. Putting Strategy into Action

Chapter 8. Ethics and Social Responsibility in Marketing Strategy

8.1. Introduction

8.2. Ethics and Social Responsibility in Marketing Strategy

8.2a. Dimensions of Social Responsibility

8.2b. Sustainability

8.2c. Marketing Ethics and Strategy

8.2d. Ethics and Social Responsibility Challenges

8.3. Ethical Issues in the Marketing Program

8.3a. Product-Related Ethical Issues

8.3b. Pricing-Related Ethical Issues

8.3c. Supply Chain–Related Ethical Issues

8.3d. Promotion-Related Ethical Issues

8.4. Managing and Controlling Ethical Issues

8.4a. Regulating Marketing Ethics

8.4b. Ethics Dilemmas Related to Technology

8.4c. Codes of Conduct

8.4d. Ethical Leadership

8.5. Relationship to Marketing and Financial Performance

8.5a. Stakeholder Orientation

8.5b. Marketing Financial Performance

8.6. Incorporating Ethics and Social Responsibility into Strategic Planning

Lessons from Chapter 8

Chapter 9. Marketing Implementation and Control

9.1. Introduction

9.2. Strategic Issues in Marketing Implementation

9.2a. The Link between Planning and Implementation

9.2b. The Elements of Marketing Implementation

9.3. Approaches to Marketing Implementation

9.3a. Implementation by Command

9.3b. Implementation through Change

9.3c. Implementation through Consensus

9.3d. Implementation as Organizational Culture

9.4. Internal Marketing and Marketing Implementation

9.4a. The Internal Marketing Approach

9.4b. The Internal Marketing Process

9.5. Evaluating and Controlling Marketing Activities

9.5a. Formal Marketing Controls

9.5b. Input Controls

9.5c. Process Controls

9.5d. Output Controls

9.5e. Informal Marketing Controls

9.5f. Scheduling Marketing Activities

Lessons from Chapter 9

Chapter 10. Developing and Maintaining Long-Term Customer Relationships

10.1. Introduction

10.2. Managing Customer Relationships

10.2a. Developing Relationships in Consumer Markets

10.2b. Developing Relationships in Business Markets

10.3. Quality and value: The Keys to Developing Customer Relationships

10.3a. Understanding the Role of Quality

10.3b. Delivering Superior Quality

10.3c. Understanding the Role of Value

10.3d. Competing on Value

10.4. Customer Satisfaction: The Key to Customer Retention

10.4a. Understanding Customer Expectations

10.4b. Satisfaction versus Quality versus Value

10.4c. Customer Satisfaction and Customer Retention

10.4d. Customer Satisfaction Measurement

Lessons from Chapter 10

Part 5. Cases

Case 1. Tesla Races Ahead With Nontraditional Marketing Strategy

C1.1. Tesla’s Marketing Mix

C1.1a. Tesla’s Product Strategy

C1.1b. Tesla’s Pricing Strategy

C1.1c. Tesla’s Distribution Strategy

C1.1d. Tesla’s Promotion Strategy

C1.2. Corporate Social Responsibility at Tesla

C1.2a. Product and Operational Impact

C1.2b. Focusing on Consumer Safety

C1.2c. Prioritizing Employee Safety

C1.1d. Creating Employee Advocates

C1.2e. Supporting a Diverse Work Environment

C1.2f. Sourcing Responsibly Produced Materials

C1.2g. Contributing to Education

C1.3. The Future for Tesla

Questions

Sources

Case 2. Businesses Sink or Swim in the Face of COVID-19 Crisis

C2.1. Covid-19’s Impact on Business

C2.1a. Changing Consumer Behavior

C2.1b. Struggling Industries

C2.1c. Thriving Industries

C2.2. Shifting Strategies

C2.3. Disruption in the Supply Chain

C2.4. Social Responsibility and Strategic Philanthropy

C2.5. Crisis Preparedness

C2.6. The New Normal

Questions

Sources

Case 3. Gainsight Provides a Data-Driven Customer Relationship Platform to Retain Subscription Customers

C3.1. The Need for Market Disruption

C3.2. Addressing Market Need

C3.3. Gainsight Values

C3.4. The Challenges of Growing from Start-Up to Market Leader

C3.5. Event Marketing Program

C3.6. Covid-19

C3.7. The Future: Transitioning from Market Development to Profitability

Questions

Sources

Case 4. Apple Bites Back

C4.1. The History of Apple, Inc.

C4.2. Apple’s Products

C4.2a. Mac

C4.2b. iPhone

C4.2c. iPad

C4.2d. Apple Watch

C4.2e. Apple Services

C4.3. Apple’s Marketing Strategies

C4.3a. Pricing

C4.3b. Promotion

C4.3c. Distribution

C4.4. Apple’s Corporate Culture

C4.5. Apple’s Marketing Challenges

C4.5a. Competition

C4.5b. Customer Privacy

C4.5c. Price Fixing

C4.5d. Intellectual Property

C4.5e. Supply Chain Management

C4.5f. Sustainability

C4.5g. Apple’s Impact on Marketing

C4.6. The Future of Apple

Questions

Sources

Case 5. Uber: The Opportunities and Challenges of Market Disruption

C5.1. Background

C5.2. Uber’s Marketing Program

C5.2a. Products

C5.2b. Distribution

C5.2c. Pricing

C5.2d. Promotion

C5.3. Uber Faces Challenges

C5.3a. Controversy

C5.3b. Driver Satisfaction

C5.3c. Worker Classification

C5.3d. Global Expansion

C5.4. Conclusion

Questions

Sources

Case 6. Social Responsibility Is the Key Ingredient at New Belgium Brewing

C6.1. History of the New Belgium Brewing Company

C6.2. New Belgium Embraces Social Responsibility

C6.2a. Responsibilities to the Environment

C6.2b. Responsibilities to Society

C6.2c. Responsibilities to Employees

C6.3. Responsibility Breeds Success

Questions

Sources

Case 7. Bayer Grows with Monsanto Acquisition

C7.1. History: From Chemicals to Food

C7.2. Monsanto’s Emphasis on Biotechnology

C7.2a. Safety Concerns

C7.2b. Environmental Concerns

C7.3. Addressing Ethical and Legal Issues

C7.3a. Patent Issues

C7.3b. Legal Issues

C7.4. Corporate Responsibility at Bayer

C7.4a. Sustainable Agriculture

C7.4b. Philanthropy

C7.5. The Future of Bayer

Questions

Sources

Case 8. Netflix Fights to Stay Ahead of a Rapidly Changing Market

C8.1. Netflix’s History

C8.1a. Early Strategy

C8.1b. Optimizing Distribution

C8.1c. Evolving the Business Model

C8.1d. Growing Global

C8.2. Intense Competition in the Streaming Industry

C8.3. Analyzing Netflix’s Marketing Strategy

C8.4. Netflix’s Future

Questions

Sources

Case 9. From the Outside In: Corporate Social Responsibility at Patagonia

C9.1. History of Patagonia

C9.2. Patagonia’s Core Values

C9.3. Patagonia’s Leadership and Management Style

C9.4. Environmental Initiatives

C9.4a. 1% for the Planet

C9.4b. Worn Wear Initiative

C9.4c. Conservation Alliance

C9.4d. The bluesign® System

C9.5. Corporate Social Responsibility

C9.6. What the Future Holds for Patagonia

Questions

Sources

Case 10. Google Searches for Solution to Privacy Issues

C10.1. Company Culture

C10.2. Products

C10.2a. Search Engine

C10.2b. Advertising

C10.2c. Web Browser

C10.2d. E-mail

C10.2e. YouTube

C10.2f. Android

C10.2g. Web Analytics

C10.2h. Expanding the Product Mix

C10.3. Google’s Initiatives

C10.3a. GV

C10.3b. Google Sustainability

C10.3c. Google.org

C10.4. Privacy

C10.4a. Search Queries

C10.4b. Tracking Users

C10.4c. Privacy Audits

C10.4d. From Many Privacy Policies to One

C10.4e. “Right to Be Forgotten”

C10.4f. Google in China

C10.5. Government Response to Privacy Issues

C10.6. Conclusion

Questions

Sources

Case 11. IndyCar: Seeking a Return to Motorsports’ Fast Lane

C11.1. The Early History of U.S. Open-Wheel Racing

C11.2. Motorsports Competition

C11.2a. Formula 1

C11.2b. NASCAR

C11.3. Reunification

C11.4. Steps Forward, Backward

C11.5. New Business Opportunities

C11.6. Fan Engagement

C11.7. IRL’s Current Marketing Strategy

C11.8. Conclusion

Questions

Sources

Case 12. Mattel Gives Its Marketing Strategy a Makeover

C12.1. Leadership at Mattel

C12.2. Mattel’s Core Products

C12.2a. Barbie

C12.2b. American Girl

C12.2c. Hot Wheels

C12.2d. Fisher-Price

C12.3. Mattel’s Commitment to Ethics and Social Responsibility

C12.3a. Privacy and Marketing Technology

C12.3b. Expectations of Mattel’s Business Partners

C12.3c. Legal and Ethical Business Practices

C12.3d. Mattel Children’s Foundation

C12.3e. Global Manufacturing Principles

C12.4. Mattel Faces Product Recalls

C12.5. Mattel versus MGA

C12.6. Mattel Looks toward the Future

Questions

Sources

Case 13. Starbucks Perfects Its Blend

C13.1. Distribution Strategy

C13.2.  Product Strategy

C13.3. Technology

C13.4. Starbucks Culture

C13.5. Corporate Social Mission

C13.5a. Environment

C13.5b. Employees

C13.5c. Suppliers

C13.5d. Customers

C13.5e. Communities

C13.6. Success and Challenges

C13.7. The Future for Starbucks

Questions

Sources

Case 14. Zappos Finds the Perfect Fit

C14.1. The History of Zappos

C14.2. Business Model and Operating Philosophy

C14.2a. Shopping and Shipping

C14.2b. Customer Service

C14.3. Corporate Culture and Work Environment

C14.3a. Hiring and Training

C14.3b. Benefits

C14.3c. Work–Life Integration

C14.3d. Transparency

C14.4. Corporate Social Responsibility

C14.5. Zappos’s Structure

C14.6. The Future of Zappos

Questions

Sources

Case 15. Gillette’s Razor-Sharp Innovation May Not be Enough

C15.1. The History Of Innovation at Gillette

C15.2. Razor-Sharp Competition

C15.2a. Schick

C15.2b. Dollar Shave Club

C15.2c. Harry’s

C15.3. Marketing Strategies

C15.3a. Sports Marketing

C15.3b. Taking a Stand

C15.3c. Global Expansion

C15.3d. Pricing Strategy

C15.4. Looking toward the Future

Questions

Sources

Case 16. TOMS Kicks the One for One Model to The Curb

C16.1. The History of TOMS

C16.2. The TOMS Movement

C16.3. Supply Chain

C16.4. Product Line

C16.5. Corporate Culture

C16.5a. Internships

C16.5b. One Day Without Shoes

C16.5c. Social Media

C16.6. Impact

C16.6a. Evolving the Mission

C16.6b. Changing the Giving Model

C16.7. Challenges

C16.8. The Future of TOMS

Questions

Sources

Case 17. Herbalife Manages Risks for Long-Term Success

C17.1. The Direct Selling Channel

C17.1a. Single and Multilevel Direct Selling

C17.1b. Pyramid Schemes

C17.1c. Self-Regulation of Direct Selling

C17.2. Herbalife Nutrition

C17.2a. Foundational Products

C17.2b. Herbalife’s Implementation of the Direct Selling Model

C17.2c. Herbalife Customer Base

C17.3. Challenges to Herbalife’s Multilevel Model

C17.3a. FTC Investigation and Settlement of Claims

C17.3b. Impact of FTC Settlement on Pershing Capital

C17.4. New Opportunities: Consumer Megatrends

C17.4a. Product Quality Strategy

C17.4b. Engagement Strategy

C17.4c. Social Responsibility

C17.5. Conclusion

Questions

Sources

Case 18. Walmart Dominates With World-Class Supply Chain

C18.1. The History of Walmart

C18.2. Pricing and Distribution

C18.3. Competition with Amazon Heats UP

C18.3a. Grocery

C18.3b. Subscription Service

C18.3c. Third-Party Retailers

C18.4. The Walmart Effect

C18.5. Reputation Issues

C18.5a. Employee Benefits

C18.5b. Bribery

C18.5c. Safety Issues

C18.6. Walmart Today

C18.7. The Future of Walmart

Questions

Sources

Case 19. E-commerce Soars With Shopify

C19.1. The Product Mix

C19.1a. E-commerce Platform

C19.1b. Shopify POS

C19.1c. Shop App

C19.1d. Shopify Email

C19.1e. Shopify Fulfillment Network

C19.1f. Shopify Payments

C19.1g. Shopify Capital

C19.2. Pricing Strategy

C19.3. Competition

C19.3a. Magento

C19.3b. BigCommerce

C19.3c. WooCommerce

C19.3d. Wix

C19.3e. Amazon

C19.4. Strategic Partnerships

C19.4a. Walmart

C19.4b. Facebook

C19.4c. Pinterest

C19.4d. Affirm

C19.5. Social Responsibility

C19.5a. Economic Impact

C19.5b. Supporting Entrepreneurs

C19.5c. Community

Sources

C19.5d. Climate Change

C19.5e. Diversity

C19.6. The Future for Shopify

Questions

Sources

Case 20. Mini Case: Cutting Edge Quality at Cutco

C20.1. Direct Selling

C20.2. Customer Relationships

C20.3. A Commitment to Quality

C20.4. Cutco and Vector Adapt to Change

C20.5. Social Responsibility at Cutco

C20.6. Looking to the Future

Questions

Sources

Case 21. Mini Case: The Cocoa Exchange Finds a Sweet Spot in the Supply Chain

C21.1. Supply Chain

C21.2. Direct Selling

C21.3. Sustainability

C21.4. Social Responsibility

C21.5. Conclusion

Questions

Sources

Appendix. Marketing Plan Worksheets

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Tags: OC Ferrell, Michael Hartline, Bryan W Hochstein, Marketing Strategy