Marketing Management

Bruce Wrenn, Robert E Stevens, David L Loudon

• About the Authors Case Contributors Preface Chapter 1. The Marketing Management Process What Is Marketing? The Marketing Concept Marketing Management in the New Millennium The Effective Marketing Management Process The Environment of Marketing Decisions Global Orientation to Marketing Decisions Ethical Orientation to Marketing Decisions E-Commerce and Marketing Principles Summary Chapter 2. Customer Analysis Introduction to Market Segmentation Methods of Segmenting Markets Research-Based Segmentation Existing Segmentation Systems Managerial Judgment Estimating the Potential of Market Segments Summary Chapter 3. Competitive Analysis Purpose of Competitive Analysis Importance of Understanding Competition The Nature of Competition Industry Analysis Competitor Analysis The Competitive Marketing Audit Competitive Strategies and Resources Exploiting the Company’s Competitive Advantage Gathering Competitor Intelligence A Customer or Competitor Orientation? Summary Chapter 4. Financial Analysis for Marketing Decisions Financial Assessment Revenue Analysis Cost Analysis Profitability Analysis Methods of Analyzing Risk Simulation Models Not-for-Profit Cost Analysis Summary Chapter 5. Marketing Planning: Strategic Perspectives Why Strategic Management? The Strategic Management Process Planning Levels Strategies for Existing Strategic Business Units Corporate Planning and Marketing Planning Strategic Planning in Global Organizations Summary Chapter 6. Marketing Planning: Operational Perspectives The Operating Marketing Plan Format Preparing the Plan and Budget Target Marketing and Marketing Strategy Development Product Positioning Summary Chapter 7. Implementing Marketing Plans Internal Marketing Implementation Issues Implementation Skills Integrating a Societal Marketing Orientation Throughout the Organization Total Quality Management Organizing for Implementation Transition from Strategy to Tactics Summary Chapter 8. Evaluation and Control of Marketing Activities Integration of Planning and Control Timing of Information Flows Performance Evaluation and Control The Marketing Audit Summary Case 1. Watercrest Park Case 2. Superior Electrical Contractors: Residential Services Division Case 3. Gateway Medical Waste Transport of Colorado Case 4. National Foundations, Inc. Case 5. Mildred’s Caddy Case 6. Jay’s Travel Trailer Park Case 7. The Box Factory, Inc. Case 8. Central Bank: Automatic Teller Machines Case 9. Cell Tech Case 10. The Interfraternity Council Case 11. Jill’s House of Cakes Case 12. Putting the Frosting on Cheerios Case 13. Spencer’s Supermarket Case 14. Lakewood Players Case 15. BCH TeleCommunications Notes Index