A Marketing Strategy Planning Approach
William D. Perreault, Jr., Ph.D.
UNIVERSITY OF NORTH CAROLINA
Joseph P. Cannon, Ph.D.
COLORADO STATE UNIVERSITY
E. Jerome McCarthy, Ph.D.
MICHIGAN STATE UNIVERSITY
Boston Burr Ridge, IL Dubuque, IA New York San Francisco St. Louis Bangkok Bogota Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto
Marketing's Value to Consumers, Firms, and Society 2
Marketing—What's It All About? 4 Marketing Is Important to You 5 How Should We Define Marketing? 6 Macro-Marketing 8 . ' *•
The Role of Marketing in Economic Systems 11 Marketing's Role Has Changed a Lot over the Years 15 What Does the Marketing Concept Mean? 16 Adoption of the Marketing Concept Has Not Been Easy or Universal 17 The Marketing Concept and Customer Value 19 The Marketing Concept Applies in Nonprofit Organizations 11 The Marketing Concept, Social Responsibility, and Marketing Ethics 13
Conclusion 27 Key Terms 27 Questions and Problems 28 Suggested Cases 28 Computer-Aided Problem 28
Marketing Strategy Planning 30
The Management Job in Marketing 31 What Is a Marketing Strategy? 33 Selecting a Market-Oriented Strategy Is Target Marketing 34 Developing Marketing Mixes for Target Markets 35 The Marketing Plan Is a Guide to Implementation and Control 41 The Marketing Program Should Build Customer Equity 43 The Importance of Marketing Strategy Planning 45 Creative Strategy Planning Needed for Survival 46 What Are Attractive Opportunities? 47 Marketing Strategy Planning Process Highlights
Evaluating Opportunities in the Changing Marketing Environment 58
The Marketing Environment 60 Objectives Should Set Firm's Course 61 Company Resources May Limit Search for Opportunities 64 Analyzing Competitors and the Competitive Environment 65 The Economic Environment 69 The Technological Environment 71...