Marketing StrategySimon and Schuster, 1998 - 216 من الصفحات Marketing Strategy has 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. |
المحتوى
MARKETINGS INFLUENCE ON STRATEGIC THINKING | 1 |
Strategys Response | 7 |
THE POWER OF EXTERNAL EVENTS | 14 |
ASSESSING COMPETITIVE INTENSITY | 30 |
COMPETING ON COSTS THE RISE AND FALL | 44 |
GENERIC STRATEGIES | 60 |
COMPETING ON PRICE | 70 |
When Markets Are Deregulated | 78 |
THE EVOLUTION OF PRODUCTS MARKETS AND | 144 |
DRIVERS OF PRODUCT EVOLUTION | 153 |
MARKET ENTRY STRATEGIES | 160 |
SPEED AS STRATEGY | 167 |
CUSTOMER SATISFACTION | 186 |
30 | 194 |
| 207 | |
| 208 | |
DIFFERENTIATION STRATEGIES | 84 |
SEGMENTATION STRATEGIES | 100 |
COMPETITIVE DYNAMICS | 112 |
MARKETSHARE STRATEGIES | 129 |
| 213 | |
| 216 | |
About the Author | 217 |
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عبارات ومصطلحات مألوفة
A&W root beer advertising airlines argue beer brand name buyer companies compete competitive advantage competitors concept consumers created customer satisfaction decades distribution dominated entry example Exhibit expensive experience effects firm's products firms focus focusing gain share Gatorade growth growth-share matrix harvesting higher prices imperfect competition important industry introduced L. L. Bean large numbers later entrants low-cost producers low-price sellers lower costs lower prices market leaders market research market segmentation market share micro innovation microwave ovens MINI-CASE move national brands Nike offer opportunity Pepsi percent personal computers pioneer PowerBar private brands private label prod product category product development product differentiation product life cycle product lines product performance product planning products to market punctuated equilibria quick response system quickly Reebok Relationship marketing result retailers satisfied sell share gains soft drinks sold Speed as strategy successful sumers suppliers tion tomers trend ucts