Marketing Strategy Cengage Learning 1st edition by Ferrell 9780357516300 0357516303

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ISBN 10: 0357516303
ISBN 13: 9780357516300
Author: :O.C. Ferrell

Teach students how to think and act like effective marketers and disruptors in today’s dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E. This edition presents strategic marketing management within the context of social, economic and technological arenas encompassing business. Students learn to develop long-term, customer-oriented marketing strategies and successful marketing plans with this edition’s systematic approach. The latest examples highlight organizations familiar to readers, such as Spotify, Nintendo and Microsoft. New cases from Tesla, Netflix and even the recent COVID-19 pandemic illustrate the need for marketers to think proactively and anticipate change. Using the latest research, the authors present current trends, from digital marketing tools and new marketing models to integrated marketing communication. Instructor resources help you guide students in learning to analyze, plan and implement marketing strategies.

Marketing Strategy Cengage Learning 1st 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

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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

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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: Managing 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

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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

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