Marketing strategy : customers and competition

著者

書誌事項

Marketing strategy : customers and competition

Steven P. Schnaars

Free Press, c1998

2nd rev. and updated ed

タイトル別名

Marketing strategy : customers & competition

大学図書館所蔵 件 / 全20件

この図書・雑誌をさがす

注記

Includes bibliographies and indexes

内容説明・目次

内容説明

Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.

目次

Chapter 1: MARKETING'S INFLUENCE ON STRATEGIC THINKING CONSUMER ORIENTATION The Marketing Concept Criticisms of the Marketing Concept Should You Ignore Your Customers? Technology-Driven Companies Faith, Instinct, and Determination Action Versus Analysis Paralysis Planning Versus Doing Strategy's Response In Defense of the Marketing Concept Production-Oriented Firms A COMPETITOR FOCUS DUAL CONSUMER AND COMPETITOR ORIENTATIONS TOWARD MARKETS Mini-Case: Gatorade Mini-Case: Diet Rite Cola Versus Coke and Diet Pepsi THE POWER OF EXTERNAL EVENTS Technological Change Demographic Shifts Social Changes Government Deregulation SPECIAL RESOURCES MARKETING AS A BOUNDARY-SPANNING FUNCTION NOTES Chapter 2: A BRIEF HISTORY OF MARKETING STRATEGY DEFINITION AND SCOPE OF MARKETING STRATEGY MILESTONES IN THE HISTORY OF MARKETING STRATEGY 1950s: Budgeting and the Search for Overall Strategy 1960s: The Decade of Long-Range Planning The Decline of Long-Range Planning 1970s: The Decade of Portfolio Planning The Decline of Formula Planning 1980s: Porter's Generic Strategies 1990s: Restructuring, Customer Satisfaction, and Speed as Strategy CURRENT TRENDS IN MARKETING STRATEGY 1. Strategic Thinking: From Elitism to Egalitarianism 2. From Calculation to Creativity 3. From Precision in Planning to Learning and Adaptation CONNECTIONS WITH THE PAST NOTES Chapter 3: ASSESSING COMPETITIVE INTENSITY ECONOMIC MODELS OF COMPETITION The Assumptions of Perfect Competition Monopoly Power Is Rare Types of Imperfect Competition FACTORS AFFECTING COMPETITIVE INTENSITY 1. Barriers to Entry 2. Intensity of Rivalry 3. Competition from Substitutes 4. Bargaining Power of Customers 5. Bargaining Power of Suppliers USES OF COMPETITIVE ANALYSIS 1. Fitting the Current Environment 2. Anticipating Market Changes 3. Picking a Market to Enter 4. Reconfiguring the Rules of Competition 5. Protecting the Status Quo NOTES Chapter 4: COMPETING ON COSTS: THE RISE AND FALL OF EXPERIENCE EFFECTS AND THE GROWTH-SHARE MATRIX EXPERIENCE EFFECTS Experience Effects Versus Economies of Scale Experience Effects Versus Learning Effects Sources of Experience Effects THE EXPERIENCE CURVE The Case of Pocket Calculators THE RELATIONSHIP BETWEEN COSTS AND PRICES THE MERITS OF MARKET SHARE AND MARKET GROWTH THE GROWTH-SHARE MATRIX The Source and Use of Funds STRATEGIC PRESCRIPTIONS OF THE GROWTH-SHARE MATRIX The Path to Success Three Paths to Failure CRITICISMS OF THE GROWTH-SHARE MATRIX 1. The Success of Low-Share Firms 2. The Futility of Market Share Gained 3. Success of Low-Growth Markets 4. Should Dogs Be Divested? 5. Harvesting Bread-and-Butter Products 6. Importance of Business "Relatedness" 7. Pursuing Experience Effects Hinders Innovation 8. The Confounding Effects of Shared Experience 9. Lower Prices Versus Market Share: Which Causes Which? 10. Internal Cash Flow 11. A Mechanical Response Instead of a Creative Solution 12. No Consideration of Product Differentiation 13. One Way to Win: An Obsession with Low Costs THE RETURN OF COST COMPETITIVENESS NOTES Chapter 5: GENERIC STRATEGIES PORTER'S THREE GENERIC STRATEGIES Low-Cost Low-Price Selling Product Differentiation Market Segmentation Stuck in the Middle TREACY AND WIERSEMAN'S THREE VALUE DISCIPLINES Operational Excellence Customer Intimacy Product Leadership The Relationship Between Strategic Choice and Target Market SHOULD FIRMS PURSUE ONLY ONE GENERIC STRATEGY? NOTES Chapter 6: COMPETING ON PRICE CONDITIONS THAT FAVOR SELLING ON PRICE When the "Gouge Gap" Is Too Wide Mini-Case: The Battle Between National Brands and Private Labels When There is a Shift in the Point of Differentiation Mini-Case: Hallmark Cards -- A Shift In Buying Behavior Leads to a Diminution of Competitive Advantage When Products Become Commodities When Markets Are Deregulated When the Low-Price Formula Can Be Applied in a New Arena Mini-Case: Staples -- The Office-Supply Superstore HOW TO COMPETE ON PRICE Ruthless Cost Cuffing Through Reengineering Stressing Equal Quality at Lower Prices Specialization and Lower Prices Copying and Cutting Prices Letting Prices Dictate Costs THE EFFECTS OF LOW-COST COMPETITION NOTES Chapter 7: DIFFERENTIATION STRATEGIES BASIS OF DIFFERENTIATION 1. Superior Performance 2. Superior Design and Styling Mini-Case: Oakley Sunglasses 3. A Product for Every Purpose 4. "On-the-Edge" Product Innovations 5. Luxury Goods and Services 6. Popular Mass-Market Brand Names 7. Exceptional Service 8. Greater Reliability and Durability 9. Convenience 10. Unique Distribution Channels Price as a Point of Differentiation THE HISTORY OF PRODUCT DIFFERENTIATION Monopolistic Competition Consumers' Preference for Variety Real Versus Contrived Differences WHAT TO DIFFERENTIATE Core Product Features Incidental Product Features Product Intangibles Accounting for Intangibles REQUIREMENTS FOR SUCCESSFUL DIFFERENTIATION Support Premium Prices with Sufficient Marketing Keep the Gouge Gap Reasonable Embrace Innovation Keep Copycats at Bay Protect Against the "Squeeze Play" NOTES Chapter 8: SEGMENTATION STRATEGIES THE DIFFERENCE BETWEEN DIFFERENTIATION AND SEGMENTATION The Argument for Alternative Strategies Claims for Complementary Strategies Reconciling the Relationship Between Differentiation and Segmentation SEGMENTATION STRATEGIES 1. Go for the Largest Segment 2. Sell Multiple Products in Multiple Segments 3. Sell a Single Product to All (or Most) Segments 4. Focus on a Small Segment 5. Create a New Segment 6. Break Segments Into Even Finer Subsegments THE BASIS OF SEGMENTATION A Regional Focus Demographics Product Usage Quality Niches The Individual Consumer MARKET RESEARCH AND SEGMENTATION QUESTIONS ABOUT SEGMENTATION Are Segments Created or Discovered? To What Extent Do Segments Overlap? Are Segments Stable? Is Countersegmentation a Viable Option? Is Segmentation for Small Firms Only? NOTES Chapter 9: COMPETITIVE DYNAMICS COMPETITION BETWEEN PRICE POINTS Venical Differentiation 112 1. Drawing Customers Up-Market with Higher Quality Mini-Case: Gillette's Sensor Razor Versus the Low-Priced Disposables 2. Luring Customers Down-Market with Lower Prices 3. Pushing Products Up-Market 4. Pushing Products Down-Market Mini-Case: The American Express Card Collisions in Vertically Integrated Markets Intensity of Rivalry in Venically Differentiated Markets INCREASING PRODUCT VALUE COMPETITION BETWEEN DIFFERENTIATORS Horizontal Differentiation Shifting Points of Differentiation Mini-Case: Nike Versus Reebok COMPETITION BETWEEN LOW-COST PRODUCERS A Succession of Low-Cost Producers Mini-Case: Microwave Ovens -- A Succession of Low-Cost Producers Price Shifting Everyday Low Prices Versus High-Low Promotional Pricing COMPETITION BETWEEN SEGMENTERS AND MASS MARKETERS When a Segment Grows Larger and More Attractive Mini-Case: Brian Maxwell's PowerBars When Segmenters Steal Share from Market Leaders Mini-Case: Specialty Coffees Versus Folgers and Maxwell House Mini-Case: Microbreweries Versus Anheuser-Busch and Miller Within-Segment Competition NOTES Chapter 10: MARKET-SHARE STRATEGIES GAINING MARKET SHARE When to Gain Share How to Gain Share HOLDING SHARE How to Hold Share HARVESTING STRATEGIES Sustained Harvesting Severe Harvesting How to Harvest ABANDONMENT Poor Market Position A Poor Fit with the Firm's Other Products NOTES Chapter 11: THE EVOLUTION OF PRODUCTS, MARKETS, AND NEW TECHNOLOGIES TYPES OF INNOVATIONS Incremental Innovations New-to-the-World Innovations THEORIES OF PRODUCT EVOLUTION The "Great Men" Theory Gradualism Punctuated Equilibria PATTERNS OF PRODUCT EVOLUTION Macro Then Micro Accumulation of Micro Leads to Macro Micro Runs Out If No Macro THE PRODUCT LIFE CYCLE NOTES

「Nielsen BookData」 より

詳細情報

ページトップへ