Marketing Strategy 8th Edition by OC Ferrell, Michael Hartline, Bryan W Hochstein – Ebook PDF Instant Download/Delivery: 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