Marketing. A Relationship Perspective. von. Prof. Svend Hollensen, Ph.D., University of Southern Denmark. und

Transcription

1 Marketing A Relationship Perspective von Prof. Svend Hollensen, Ph.D., University of Southern Denmark und Prof. Mare Oliver Opresnik, Ph.D., Fachhochschule Lübeck Verlag Franz Vahlen München

2 Brief contents Brief contents Preface V Detailed contents XIII 1. Fundamentals of Relationship Marketing Situational Analysis in the Marketing Planning Process Strategy Formulation in the Marketing Planning Process Marketing Mix in the MarketingPlanning Process Implementation and Controlling in the Marketing Planning Process About the Authors Index. 449

3 IXII' Detailed contents Preface.... V 1. Fundamentals of Relationship Marketing The Evolution of Relationship Marketing Definition of Relationship Marketing Relationship Economies Relationship Drivers Relationship Marketing as an Integrative Management Approach Fundamentals of Marketing Planning Case 1: Nordex AG, " Situational Analysis in the Marketing Planning Process Assessing the Internal Marketing Situation Internal Relationships Market Orientation View (MOV) Resource Based View (RBV) Major Sources of Competitive Advantage Assessing the External Marketing Situation PEST Analysis External Relationships to Stakeholders in the Value Net Relationships with Suppliers Relationships with Customers Relationships with Partners/Complementors Relationships with Competitors Other External Relationships Analyzing Buying Behaviour on the B2CMarket Analyzing Buying Behaviour on the B2B Market Comparing B2B and B2C Markets SWOT Analysis Elements of a SWOT Analysis Matching and Converging in the SWOT Matrix Application of the SWOT Analysis Required Analysis Benefits and Barriers für Conducting a SWOT Analysis Multilevel SWOT Analysis Case 2: BMW Motorcycles Strategy Formulation in the Marketing Planning Process Strategie Marketing Planning Vision and Mission Statement Strategie Objectives Estimation of the Planning Gap and Problem Diagnosis The Search for Strategy Alternatives für Closing Planning Gap Ansoff's Generie Strategies for Growth Porters Three Generie Strategies The BCG Portfolio Matrix Model The GE-Matrix Multifactor Portfolio Matrix

4 3.1.9 A New Product Portfolio Approach Strategy Evaluation and Selection Estimating Financial Consequences Market Segmentation, Targeting and Positioning The Benefits and Underlying Premises of Market Segmentation The Segmentation, Targeting and Positioning Approach Segmenting Consumer Markets (B2C) Segmenting the Business Markets (B2B) Segmenting International Markets and Countries Target Marketing Positioning Strategy Difficulties of Implementing Segmentation in the Organization Case 3: Royal Copenhagen AIS Marketing Mix in the Marketing Planning Process Product and Service Decisions Different Product Levels Product and Service Strategies Services Marketing New Product Development (NPD) The Product Life Cyc1e New Products for the International Market Branding Strategy Pricing Decisions A Pricing Framework General Pricing Approaches Cost-Based Pricing Value-Based Pricing Competition-Based Pricing Pricing Services vs. Physical Product Pricing new Products Price Changes Experience Curve Pricing Product Line Pricing Price Bundling Segmented Pricing International Pricing Relationship Pricing Distribution Decisions The Role of the Intermediary Types of Distribution Channel International Market Entry Modes Designing and Managing the Channel Structure Distributor Portfolio Analysis Developing and Managing Relationships between Manufacturer and Distributor Vertical Integration in the Distribution Channel International Distribution Channel Design Multichannel Distribution Systems

5 Marketing Logistics and Supply Chain Management Retailing and Wholesaling. 4.4 Communication Decisions The Communication Process The Promotional Mix Advertising Theories of how Advertising Works Developing an Advertising Strategy Standardization or Adaptation of Global Advertising Sales Promotion Major Sales Promotion Tools Developing the Sales Promotion Pro gram Public Relations Sponsorship Internet Advertising/Promotion Direct Marketing Database Marketing Major Direct Marketing Tools Personal Selling Sales Management The Personal SellingProcess Personal Selling and Customer Relationship Management Product Placement Pushand Pull Strategies Multi-Channel Customer Management (MCCM) Drivers of Multi-Channel Customer Management Benefits and Problems with Multi-Channel Customer Management Managing Multi-Channel Customer Management Factors Affeeting International Promotion Strategies. Case 4: Heinrich Deichmann GmbH. 5. Implementation and Controlling in the Marketing Planning Process. 5.1 Organizing and Implementing the Marketing Plan The Process of Developing the International Marketing Plan Deciding on the International Marketing Mix E-Marketing and its Effect on the International Marketing Mix Writing the International Marketing Plan Document Implementation and the Management of Change Barriers Impeding the Implementation of Marketing Plans Deciding on the Global Marketing Organization The Role of Internal Marketing. 5.2 Budgeting and Control Marketing Productivity and Economic Results Input Variables Influencing Marketing Productivity Process Variables Influencing Marketing Produetivity Output Variables Influencing Marketing Productivity Marketing Budgeting Controlling the Marketing Programme. 5.3 Ethical, Social and Environmental Aspects of Marketing Planning

6 5.3.1 Marketing Ethics Ethical Issues in the Marketing Mix Special Issues in Ethics Social Marketing Green Marketing Levels of Green Marketing Environmental Issues in the Marketing Mix Corporate Social Responsibility The Nature of Corporate Social Responsibility " The Dimensions of Corporate Social Responsibility Developing and Managing Customer Relationships Loyalty Satisfaction of Customers and Employees Customer Perception of Value Customer Relationship Management (CRM) One-to-One Marketing Global Account Management (GAM) Creating Long-Term Customer Value Rethinking Marketing Case 5: Alfred Ritter GmbH About the Authors Index