Marketing Strategy

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

ISBN: 9780684831916 | 0684831910
Cover: Paperback
Copyright: 11/17/1997

Rent

(Recommended)

$21.88

Term

Due

Price

Semester

Jan 4

$23.03

Short Term

Dec 28

$20.72

Quarter

Dec 18

$21.88

*This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping bag.
Buy New

Usually Ships in 3-5 Business Days

$29.48

Marketing Strategyhas 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.

Chapter 1: MARKETING'S INFLUENCE ON STRATEGIC THINKING

(17)

CONSUMER ORIENTATION

(7)

The Marketing Concept

(1)

Criticisms of the Marketing Concept

(1)

Should You Ignore Your Customers?

(1)

Technology-Driven Companies

(1)

Faith, Instinct, and Determination

(1)

Action Versus Analysis Paralysis

(1)

Planning Versus Doing

(1)

Strategy's Response

(1)

In Defense of the Marketing Concept

(1)

Production-Oriented Firms

(1)

A COMPETITOR FOCUS

(1)

DUAL CONSUMER AND COMPETITOR ORIENTATIONS TOWARD MARKETS

(4)

Mini-Case: Gatorade

(2)

Mini-Case: Diet Rite Cola Versus Coke and Diet Pepsi

(2)

THE POWER OF EXTERNAL EVENTS

(2)

Technological Change

(1)

Demographic Shifts

(1)

Social Changes

(1)

Government Deregulation

(1)

SPECIAL RESOURCES

(1)

MARKETING AS A BOUNDARY-SPANNING FUNCTION

(1)

NOTES

(2)

Chapter 2: A BRIEF HISTORY OF MARKETING STRATEGY

(12)

DEFINITION AND SCOPE OF MARKETING STRATEGY

(2)

MILESTONES IN THE HISTORY OF MARKETING STRATEGY

(7)

1950s: Budgeting and the Search for Overall Strategy

(1)

1960s: The Decade of Long-Range Planning

(2)

The Decline of Long-Range Planning

(1)

1970s: The Decade of Portfolio Planning

(1)

The Decline of Formula Planning

(2)

1980s: Porter's Generic Strategies

(1)

1990s: Restructuring, Customer Satisfaction, and Speed as Strategy

(1)

CURRENT TRENDS IN MARKETING STRATEGY

(1)

1. Strategic Thinking: From Elitism to Egalitarianism

(1)

2. From Calculation to Creativity

(1)

3. From Precision in Planning to Learning and Adaptation

(1)

CONNECTIONS WITH THE PAST

(1)

NOTES

(1)

Chapter 3: ASSESSING COMPETITIVE INTENSITY

(14)

ECONOMIC MODELS OF COMPETITION

(5)

The Assumptions of Perfect Competition

(1)

Monopoly Power Is Rare

(1)

Types of Imperfect Competition

(3)

FACTORS AFFECTING COMPETITIVE INTENSITY

(6)

1. Barriers to Entry

(2)

2. Intensity of Rivalry

(1)

3. Competition from Substitutes

(1)

4. Bargaining Power of Customers

(1)

5. Bargaining Power of Suppliers

(1)

USES OF COMPETITIVE ANALYSIS

(2)

1. Fitting the Current Environment

(1)

2. Anticipating Market Changes

(1)

3. Picking a Market to Enter

(1)

4. Reconfiguring the Rules of Competition

(1)

5. Protecting the Status Quo

(1)

NOTES

(1)

Chapter 4: COMPETING ON COSTS: THE RISE AND FALL OF EXPERIENCE EFFECTS AND THE GROWTH-SHARE MATRIX

(16)

EXPERIENCE EFFECTS

(1)

Experience Effects Versus Economies of Scale

(1)

Experience Effects Versus Learning Effects

(1)

Sources of Experience Effects

(1)

THE EXPERIENCE CURVE

(2)

The Case of Pocket Calculators

(1)

THE RELATIONSHIP BETWEEN COSTS AND PRICES

(1)

THE MERITS OF MARKET SHARE AND MARKET GROWTH

(2)

THE GROWTH-SHARE MATRIX

(1)

The Source and Use of Funds

(1)

STRATEGIC PRESCRIPTIONS OF THE GROWTH-SHARE MATRIX

(1)

The Path to Success

(1)

Three Paths to Failure

(1)

CRITICISMS OF THE GROWTH-SHARE MATRIX

(5)

1. The Success of Low-Share Firms

(1)

2. The Futility of Market Share Gained

(1)

3. Success of Low-Growth Markets

(1)

4. Should Dogs Be Divested?

(2)

5. Harvesting Bread-and-Butter Products

(1)

6. Importance of Business "Relatedness"

(1)

7. Pursuing Experience Effects Hinders Innovation

(1)

8. The Confounding Effects of Shared Experience

(1)

9. Lower Prices Versus Market Share: Which Causes Which?

(1)

10. Internal Cash Flow

(1)

11. A Mechanical Response Instead of a Creative Solution

(1)

12. No Consideration of Product Differentiation

(1)

13. One Way to Win: An Obsession with Low Costs

(1)

THE RETURN OF COST COMPETITIVENESS

(1)

NOTES

(1)

Chapter 5: GENERIC STRATEGIES

(10)

PORTER'S THREE GENERIC STRATEGIES

(5)

Low-Cost Low-Price Selling

(2)

Product Differentiation

(1)

Market Segmentation

(1)

Stuck in the Middle

(1)

TREACY AND WIERSEMA'S THREE VALUE DISCIPLINES

(2)

Operational Excellence

(1)

Customer Intimacy

(1)

Product Leadership

(1)

The Relationship Between Strategic Choice and Target Market

(1)

SHOULD FIRMS PURSUE ONLY ONE GENERIC STRATEGY?

(2)

NOTES

(1)

Chapter 6: COMPETING ON PRICE

(14)

CONDITIONS THAT FAVOR SELLING ON PRICE

(11)

When the "Gouge Gap" Is Too Wide

(4)

Mini-Case: The Battle Between National Brands and Private Labels

(4)

When There is a Shift in the Point of Differentiation

(2)

Mini-Case: Hallmark Cards--A Shift In Buying Behavior Leads to a Diminution of Competitive Advantage

(2)

When Products Become Commodities

(1)

When Markets Are Deregulated

(1)

When the Low-Price Formula Can Be Applied in a New Arena

(2)

Mini-Case: Staples--The Office-Supply Superstore

(2)

HOW TO COMPETE ON PRICE

(1)

Ruthless Cost Cutting Through Reengineering

(1)

Stressing Equal Quality at Lower Prices

(1)

Specialization and Lower Prices

(1)

Copying and Cutting Prices

(1)

Letting Prices Dictate Costs

(1)

THE EFFECTS OF LOW-COST COMPETITION

(1)

NOTES

(2)

Chapter 7: DIFFERENTIATION STRATEGIES

(16)

BASIS OF DIFFERENTIATION

(7)

1. Superior Performance

(1)

2. Superior Design and Styling

(1)

Mini-Case: Oakley Sunglasses

(1)

3. A Product for Every Purpose

(1)

4. "On-the-Edge" Product Innovations

(1)

5. Luxury Goods and Services

(1)

6. Popular Mass-Market Brand Names

(1)

7. Exceptional Service

(1)

8. Greater Reliability and Durability

(1)

9. Convenience

(1)

10. Unique Distribution Channels

(1)

Price as a Point of Differentiation

(1)

THE HISTORY OF PRODUCT DIFFERENTIATION

(2)

Monopolistic Competition

(1)

Consumers' Preference for Variety

(1)

Real Versus Contrived Differences

(1)

WHAT TO DIFFERENTIATE

(3)

Core Product Features

(1)

Incidental Product Features

(1)

Product Intangibles

(1)

Accounting for Intangibles

(1)

REQUIREMENTS FOR SUCCESSFUL DIFFERENTIATION

(2)

Support Premium Prices with Sufficient Marketing

(1)

Keep the Gouge Gap Reasonable

(1)

Embrace Innovation

(1)

Keep Copycats at Bay

(1)

Protect Against the "Squeeze Play"

(1)

NOTES

(1)

Chapter 8: SEGMENTATION STRATEGIES

100

(12)

THE DIFFERENCE BETWEEN DIFFERENTIATION AND SEGMENTATION

100

(3)

The Argument for Alternative Strategies

101

(1)

Claims for Complementary Strategies

101

(1)

Reconciling the Relationship Between Differentiation and Segmentation

101

(2)

SEGMENTATION STRATEGIES

103

(3)

1. Go for the Largest Segment

103

(1)

2. Sell Multiple Products in Multiple Segments

103

(1)

3. Sell a Single Product to All (or Most) Segments

104

(1)

4. Focus on a Small Segment

104

(1)

5. Create a New Segment

105

(1)

6. Break Segments Into Even Finer Subsegments

105

(1)

THE BASIS OF SEGMENTATION

106

(2)

A Regional Focus

106

(1)

Demographics

106

(1)

Product Usage

107

(1)

Quality Niches

107

(1)

The Individual Consumer

107

(1)

MARKET RESEARCH AND SEGMENTATION

108

(2)

QUESTIONS ABOUT SEGMENTATION

110

(1)

Are Segments Created or Discovered?

110

(1)

To What Extent Do Segments Overlap?

110

(1)

Are Segments Stable?

110

(1)

Is Countersegmentation a Viable Option?

111

(1)

Is Segmentation for Small Firms Only?

111

(1)

NOTES

111

(1)

Chapter 9: COMPETITIVE DYNAMICS

112

(17)

COMPETITION BETWEEN PRICE POINTS

112

(7)

Vertical Differentiation

112

(6)

1. Drawing Customers Up-Market with Higher Quality

113

(3)

Mini-Case: Gillette's Sensor Razor Versus the Low-Priced Disposables

113

(3)

2. Luring Customers Down-Market with Lower Prices

116

(1)

3. Pushing Products Up-Market

116

(1)

4. Pushing Products Down-Market

117

(1)

Mini-Case: The American Express Card

118

(1)

Collisions in Vertically Integrated Markets

118

(1)

Intensity of Rivalry in Vertically Differentiated Markets

118

(1)

INCREASING PRODUCT VALUE

119

(1)

COMPETITION BETWEEN DIFFERENTIATORS

119

(2)

Horizontal Differentiation

119

(1)

Shifting Points of Differentiation

120

(1)

Mini-Case: Nike Versus Reebok

120

(1)

COMPETITION BETWEEN LOW-COST PRODUCERS

121

(4)

A Succession of Low-Cost Producers

121

(2)

Mini-Case: Microwave Ovens--A Succession of Low-Cost Producers

121

(2)

Price Shifting

123

(1)

Everyday Low Prices Versus High-Low Promotional Pricing

124

(1)

COMPETITION BETWEEN SEGMENTERS AND MASS MARKETERS

125

(3)

When a Segment Grows Larger and More Attractive

125

(1)

Mini-Case: Brian Maxwell's PowerBars

125

(1)

When Segmenters Steal Share from Market Leaders

126

(2)

Mini-Case: Specialty Coffees Versus Folgers and Maxwell Houses

127

(1)

Mini-Case: Microbreweries Versus Anheuser-Busch and Miller

127

(1)

Within-Segment Competition

128

(1)

NOTES

128

(1)

Chapter 10: MARKET-SHARE STRATEGIES

129

(15)

GAINING MARKET SHARE

129

(5)

When to Gain Share

130

(2)

How to Gain Share

132

(2)

HOLDING SHARE

134

(6)

How to Hold Share

134

(6)

HARVESTING STRATEGIES

140

(2)

Sustained Harvesting

140

(1)

Severe Harvesting

140

(1)

How to Harvest

141

(1)

ABANDONMENT

142

(1)

Poor Market Position

142

(1)

A Poor Fit with the Firm's Other Products

143

(1)

NOTES

143

(1)

Chapter 11: THE EVOLUTION OF PRODUCTS, MARKETS, AND NEW TECHNOLOGIES

144

(23)

TYPES OF INNOVATIONS

144

(1)

Incremental Innovations

144

(1)

New-to-the-World Innovations

145

(1)

THEORIES OF PRODUCT EVOLUTION

145

(3)

The "Great Men" Theory

145

(1)

Gradualism

146

(1)

Punctuated Equilibria

147

(1)

PATTERNS OF PRODUCT EVOLUTION

148

(1)

Macro Then Micro

148

(1)

Accumulation of Micro Leads to Macro

149

(1)

Micro Runs Out If No Macro

149

(1)

THE PRODUCT LIFE CYCLE

149

(4)

Criticisms of the Product Life Cycle

150

(2)

Are Life Cycles Completely Controllable or Predetermined?

152

(1)

DRIVERS OF PRODUCT EVOLUTION

153

(3)

The Sequence of Successful Innovation

153

(1)

Teaching Consumers the Value of Novelty

154

(1)

The Importance of Product Connections

155

(1)

The Effects of Product Standards on Product Growth

155

(1)

Perceived Attributes of Innovation

155

(1)

CHARACTERISTICS OF EMERGING MARKETS

156

(4)

Long, Long Useless Stage

156

(1)

Early Models as Crude First Attemps

157

(1)

The Importance of Market Timing

157

(1)

Incumbent Inertia

158

(1)

Creative Destruction

159

(1)

MARKET ENTRY STRATEGIES

160

(1)

FIRST-MOVER ADVANTAGES

160

(2)

Image and Reputation

160

(1)

Brand Loyalty

161

(1)

An Opportunity to Pick the Best Market Position

161

(1)

Technological Leadership

161

(1)

An Opportunity to Set Product Standards

161

(1)

Access to Distribution

161

(1)

Experience Effects

162

(1)

Patents as a Barrier to Entry

162

(1)

Switching Costs as a Barrier to Entry

162

(1)

FREE-RIDER EFFECTS

162

(3)

Avoiding Products That Have No Potential

162

(1)

Lower Costs

163

(1)

An Opportunity to Gain Share with Heavy Promotion

163

(1)

Technological Leapfrog

164

(1)

Sticking the Pioneer with an Obsolete Standard

164

(1)

An Opportunity to Benefit from Market Changes

164

(1)

An Opportunity to Use Shared Experience

164

(1)

ARE INVENTIONS INEVITABLE?

165

(1)

The Phenomenon of Simultaneous Inventions

165

(1)

NOTES

165

(2)

Chapter 12: SPEED AS STRATEGY

167

(19)

WHAT TO SPEED UP

168

(1)

WHY SPEED IS IMPORTANT

168

(2)

1. Competitive Advantage Is Not Sustainable

168

(1)

2. Avoiding the Need to Predict the Future

168

(1)

3. The Law of Large Numbers

169

(1)

4. Profits from New Products

169

(1)

5. Shorter Product Life Cycles

169

(1)

6. More Competition in Growth Markets

169

(1)

7. Rampant Copying

170

(1)

8. Gaining Shelf Space Early

170

(1)

9. Fostering a Sense of Creativity and Experimentation

170

(1)

QUICKENING THE PACE OF INNOVATION

170

(6)

"New" New Product Planning

171

(2)

Traditional New Product Planning

173

(1)

A Comparison of the Two Approaches

174

(1)

Requirements for Faster New Product Development

175

(1)

AN EXPLOSION OF PRODUCT VARIETY

176

(2)

The Consequences of Extreme Variety

177

(1)

Trends in Product Variety

178

(1)

QUICK RESPONSE SYSTEMS

178

(5)

Getting Close to Customers

178

(1)

Communication Among Channel Members

179

(2)

"Superfast" Production

181

(1)

Quickening Distribution

181

(1)

The Benefits of Quick Response

181

(2)

QUESTIONS RAISED BY SPEED AS STRATEGY

183

(2)

Are There Benefits to Moving Slowly?

183

(1)

Does Speed Work for All Products?

183

(1)

Has the Flood of New Product Gone too Far?

184

(1)

Is Speed a Short-Term Perspective?

184

(1)

TIME COMPRESSION MANAGEMENT

185

(1)

NOTES

185

(1)

Chapter 13: CUSTOMER SATISFACTION

186

(21)

WHY CUSTOMER SATISFACTION IS IMPORTANT

186

(3)

A Reaction to Low-Cost Producers

186

(1)

The Economic Benefits of Customer Retention Versus Perpetual Prospecting

187

(1)

The Cumulative Value of Continued Relationships

187

(1)

The Power of Word of Mouth

187

(1)

Reduction in Price Sensitivity

188

(1)

Consumer Satisfaction as a Forward-Looking Indicator of Business Success

188

(1)

SEVEN ELEMENTS OF A SUCCESSFUL CUSTOMER SATISFACTION PROGRAM

189

(6)

1. Quality Products and Superior Service

189

(1)

2. Relationship Marketing

189

(1)

3. Loyalty Promotion Programs

190

(1)

4. A Focus on the Best Customers

191

(1)

Mini-Case: Banks and Small Customers

191

(1)

5. Effective Complaint Handling

192

(2)

6. Unconditional Guarantees

194

(1)

7. Performance-Related Pay

195

(1)

MEASURING CUSTOMER SATISFACTION

195

(5)

What to Measure

196

(1)

Measurement Scales

196

(1)

Mystery Shoppers

197

(1)

Continuous Tracking Studies Versus One-Time Surveys

198

(1)

Comparative Versus Monadic Measures

199

(1)

Customized Versus Syndicated Services

199

(1)

A CONCEPTUAL MODEL OF CUSTOMER SATISFACTION

200

(4)

1. Expectations Versus Actual Product Performance

202

(1)

2. Confirmation/Disconfirmation

203

(1)

3. Consumer Satisfaction/Dissatisfaction

203

(1)

4. The Consequences of Customer Satisfaction

204

(1)

DEALING WITH CUSTOMER DEFECTIONS

204

(2)

Creating "Completely Satisfied" Customers

205

(1)

Studying Customer Defections

205

(1)

NOTES

206

(1)

Name Index

207

(3)

Subject Index

210

(7)

About the Author

217

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Marketing Strategy

Summary

Author Biography

Table of Contents

Supplemental Materials