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Strategic Marketing Problems, Eleventh Edition: Cases and Comments

by Roger A. Kerin - Southern Methodist University; Robert A. Peterson - University of Texas at Austin

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Copyright, ii
Preface, ix
1. Foundations of Strategic Marketing Management, 1
Defining the Organization’s Business, Mission, and Goals, 2
Identifying and Framing Organizational Growth Opportunities, 4
Formulating Product-Market Strategies, 7
Budgeting Marketing, Financial, and Production Resources, 13
Developing Reformulation and Recovery Strategies, 14
Drafting a Marketing Plan, 15
Marketing Ethics and Social Responsibility, 15
Notes, 16
Appendix A. A Sample Marketing Plan, 17
2. Financial Aspects of Marketing Management, 33
Variable and Fixed Costs, 33
Relevant and Sunk Costs, 34
Margins, 34
Contribution Analysis, 37
Liquidity, 42
Operating Leverage, 42
Discounted Cash Flow, 43
Customer Lifetime Value, 45
Preparing a Pro Forma Income Statement, 46
Summary, 47
Exercises, 48
3. Marketing Decision Making and Case Analysis, 53
Decision-Making Process, 53
Preparing and Presenting a Case Analysis, 59
Notes, 63
4. Opportunity Analysis, Market Segmentation, and Market Targeting, 65
Opportunity Analysis, 65
What is a Market?, 67
Market Segmentation, 69
Offering-Market Matrix, 71
Market Targeting, 72
Market Sales Potential and Profitability, 73
Notes, 76
Case: Toucon Collections, Inc., 77
Case: Zenith Pet Foods, Inc., 80
Case: Shoes for MOOs, Inc., 91
Case: Jones • Blair Company, 92
Case: Duncan Industries: Market Opportunities in the European Union, 109
Case: Frito-Lay’s® Dips, 118
Case: South Delaware Coors, Inc., 130
5. Product and Service Strategy and Brand Management, 141
The Offering Portfolio, 141
Modifying the Offering Mix, 142
Positioning Offerings, 147
Brand Equity and Brand Management, 149
Notes, 155
Case: Dr Pepper/Seven Up, Inc.: Squirt® Brand, 157
Case: Zoëcon Corporation: Insect Growth Regulators, 177
Case: Skin-Tique Corporation, 188
Case: Peace Memorial Hospital: Downtown Health Clinic, 196
Case: Procter & Gamble, Inc.: Scope, 207
Case: Qingdao Haier Ltd.: Considering the Maytag Acquisition, 219
Case: Frito-Lay Company: Cracker Jack, 237
6. Integrated Marketing Communication Strategy and Management, 263
Integrated Marketing Communication Strategy Framework, 264
Information Requirements in Purchase Decisions, 264
Setting Reasonable Communication Objectives, 265
Developing an Integrated Marketing Communication Mix, 266
Marketing Web Sites and Integrated Marketing Communications, 269
Communication Mix Budgeting, 271
Evaluation and Control of the Communication Process, 273
Notes, 274
Case: Crestfield Furniture Industries, Inc. (A), 275
Case: Crestfield Furniture Industries, Inc. (B), 287
Case: Cadbury Beverages, Inc.: Crush® Brand, 290
Case: Amber Inn & Suites, Inc., 305
Case: Drypers Corporation: National Television Advertising Campaign, 318
Case: Craft Marine Corporation, 327
Case: Godiva Europe, 334
7. Marketing Channel Strategy and Management, 353
The Channel-Selection Decision, 353
Dual Distribution and Multi-Channel Marketing, 359
Satisfying Intermediary Requirements and Trade Relations, 361
Channel-Modification Decisions, 362
Notes, 364
Case: Hawaiian Punch: Go-to-Market Strategy, 365
Case: GloFish, LLC, 377
Case: Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity, 387
Case: Goodyear Tire and Rubber Company, 399
Case: Peak Garage Door, Inc., 411
Case: Merton Industries: The Wholesale Distribution Decision, 416
8. Pricing Strategy and Management, 425
Pricing Considerations, 425
Pricing Strategies, 430
Notes, 434
Case: EMI Group, PLC: CD Pricing in the Recorded Music Industry, 435
Case: Southwest Airlines, 450
Case: Superior Supermarkets: Everyday Low Pricing, 470
Case: Burroughs Wellcome Company: Retrovir, 482
Case: Virgin Mobile USA: Pricing for the Very First Time, 494
Case: Augustine Medical, Inc.: The Bair Hugger® Patient Warming System, 495
9. Marketing Strategy Reformulation: The Control Process, 521
Strategic Change, 521
Operations Control, 523
Considerations in Marketing Control, 529
Notes, 530
Case: AssociationPower.Com, 531
Case: Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment, 539
Case: Marshant Museum of Art and History, 556
Case: The Circle K Corporation, 566
10. Comprehensive Marketing Programs, 577
Marketing Program Fit, 577
Marketing-Mix Sensitivities and Interactions, 578
Marketing Implementation, 580
Marketing Organization, 580
Notes, 581
Case: Dexit—A Marketing Opportunity, 583
Case: Frito-Lay, Inc.: Sun Chips™ Multigrain Snacks, 584
Case: Keurig at Home: Managing a New Product Launch, 613
Case: A.1. Steak Sauce: Lawry’s Defense, 630
Case: Cima Mountaineering, Inc., 637
Case: Graneer Systems, Inc.: India Market Entry, 654
Case: Kingsford Charcoal, 669
Preparing a Written Case Analysis, 687
Case: Republic National Bank of Dallas: NOW Accounts, 687
Student Analysis: Republic National Bank of Dallas: NOW Accounts, 697
Glossary of Selected Marketing Terms and Concepts, 702
Company and Brand Index, I-1-1
Subject Index, I-2-1

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