Core Curriculum Readings in Marketing: Detailed Table of Contents

Transcription

1 Core Curriculum Readings in Marketing: Detailed Table of Contents Framework for Marketing Strategy Formation Robert J. Dolan # Overview of Marketing Strategy Formation 2.2 Analysis Underlying Marketing Strategy Formation Customer Analysis Company Analysis Collaborator Analysis Context Analysis 2.3 The Aspiration Decision: Segmenting, Targeting, and Positioning 2.4 The Action Plan: The Marketing Mix Decision Product Decisions Promotion Decisions Place Decisions Pricing Decisions 2.5 Conclusion Marketing Intelligence Robert J. Dolan; Leslie John # The Research Process and Research Techniques 2.2 Research Methods Collecting Secondary Data Collection Primary Data 2.3 Building a Research Program Conjoint Analysis Perceptual Mapping

2 Creating Customer Value Sunil Gupta # Economic Value to Customer (EVC) Marketing Implications 2.2 Functional Value Marketing Implications Limitations 2.3 Experiential Value Branding Design Customer Experience and Customer Service Emotional Benefits 2.4 Social Value Network Effects Preference Formation Social Capital Social Relationships 2.5 Conclusion 3.1 Managing Customer Expectations from Service Customer Centricity Rohit Deshpandé # Understanding the Customer Assessing Customer Needs and Values Measuring Customer Satisfaction and Gathering Feedback 2.2 Building a Customer-Centric Culture 2.3 Serving the Customer Developing a Customer-Centric Strategy Customer-Centric Marketing Tactics 2.4 Conclusion 3.1 Customer Centricity and Innovation 3.2 Retro-Marketing: The Opposite of Customer Centricity

3 Customer Management Sunil Gupta # Two Sides of Customer Value 2.2 Customer Lifetime Value Using CLV to Make Decisions Calculating CLV Challenges, Extensions, and Limitations of CLV 2.3 Customer Acquisition Which Customers Should an Organization Acquire? How Organizations Acquire Customers 2.4 Customer Retention Why Retain Customers--and How? 2.5 Customer Development 2.6 Customer Equity 2.7 Implications for Organizational Structure 2.8 Conclusion 3.1 Customer Referral Value (CRV) 3.2 Value of a Free Customer 3.3 Social Influence Consumer Behavior and the Buying Process John T. Gourville, Michael I. Norton # Frameworks for Understanding How Consumers Make Decisions Cognitive Versus Emotional Decision Making High-Involvement Versus Low-Involvement Decision Making Optimizing Versus "Satisficing" Decision Making 2.2 The Consumer Decision-Making Process Phase 1: Pre-Purchase Phase 2: Purchase Phase 3: Post-Purchase 2.3 The Consumer Decision-Making Unit Roles Within Decision-Making Units

4 2.4 Merck and the Marketing of Propecla Analyzing the Decision-Making Process and Decision-Making Unit Executing the Marketing Strategy 3.1 Forces Changing Consumer Behavior and the Buying Process Social Media Co-Creation and Consumer Involvement "Conscience" Marketing Business-to-Business Marketing Frank V. Cespedes, Das Narayandas # Determining the B2B Strategy B2b Marketing Components How B2B Marketing Interacts with B2B Strategy 2.2 Selecting Markets Questions of Fit 2.3 Knowing the Buyer Key Influences on How Buyers Make Decisions 2.4 Understanding and Communicating Product/Service Benefits The Benefit Typology The Value Proposition The Link Between Value and Price 2.5 Aligning the Organization Roles and Responsibilities Interdependencies 2.6 Conclusion 3.1 Internet Influences on B2B Marketing Processes Structures Marketing Innovations Conclusion Global Marketing Rohit Deshpandé #8182

5 2.1 Competing in International Markets How to Go Global 2.2 Market Assessment and Development Global Market Research Developmental Marketing Strategies 2.3 Managing Global Marketing Programs Branding Product Adaptation Packaging Promotion, Advertising, and Selling Pricing Placement or Distribution 2.4 Conclusion 3.1 Global Marketing of Services Segmentation and Targeting Sunil Gupta # Segmentation Fundamentals What is Segmentation? Why Segment the Market? Characteristics of a Useful Segmentation 2.2 How to Segment Consumers Who Are the Customers? What Is Customer Purchase Behavior? Why Do Customers Buy a Particular Product? 2.3 Targeting 2.4 Ethical and Privacy Issues 2.5 From Segmentation and Targeting to Strategy Formation 3.1 Cluster Analysis 3.2 Preference-Based Segmentation 3.3 Response-Based Segmentation

6 Brand Positioning Jill Avery, Sunil Gupta # Essential reading 2.1 Brand Positioning 2.2 Crafting a Positioning Statement 2.3 Staking Out a Unique Selling Proposition 2.4 The Three Cs Model Consumer Analysis Competitive Analysis Company Analysis 2.5 Brand Repositioning Balancing Consistency and Change Repositioning an Identity Brand 3.1 Positioning Differently Brands and Brand Equity Rohit Deshpandé, Anat Keinan # Strategic Importance and Significance of Branding 2.2 Strategies and Tactics for Building, Leveraging, and Defending Strong Brands Creating and Building a Strong Brand Growing and Maintaining Strong Brands Managing Declining or Dying Brands 2.3 Challenges in Brand Management 2.4 Conclusion 3.1 Business-to-Business Branding 3.2 Personal Branding Competitive Strategies Jill Avery, Sunil Gupta #8158

7 2.1 Competitive Dynamics in Marketing 2.2 Analyzing the Games and Their Players Taking Stock of the Marketing Arsenal Mapping the Competitive Landscape Defining the Competition Comparing Players Marketplace Positions Understanding Competitive Advantage 2.3 Choosing the Right Game to Play Analyzing the PARTS of the Game Finding a Profitable Competitive Space Finding a New Game Changing the Game 2.4 Playing the Game Right Offensive Strategies Defensive Strategies 2.5 Conclusion 3.1 Types of Games Product Policy Robert J. Dolan # Product Mix Breadth 2.2 Product Line Depth 2.3 Product Item Design Characteristics of Winning Products New-Product Development Process 2.4 Managing the Product's Life Cycle Pricing Strategy Robert J. Dolan, John T. Gourville # The Value-Pricing Approach Assessing True Economic Value (TEV) Assessing Perceived Value (PV)

8 Cost of Goods Sold (COGS) Putting the Pieces Together 2.2 Price Customization Controlling Availability Setting the Price Based on Buyer Characteristics Setting the Price Based on Transaction Characteristics Managing the Product-Line Offering Price Customization and Perceived Fairness 2.3 Setting the Price: Consideration of Customer Price Sensitivity Assessing Price Sensitivity Using Managerial Judgment Assessing Price Sensitivity Using Quantitative Market Research Mapping the Relationship Between Price and Demand Price Elasticity of Demand 2.4 Setting the Price: Understanding the Economic Impact for the Firm The Drivers of Profitability Unit Margins Breakeven Analysis Marginal Math Developing and Managing Channels of Distribution V. Kasturi Rangan # Channel Stewardship 2.2 The First Discipline: Mapping the Industry Channels Customer Wants and Needs Channel Capabilities and Costs Channel Power and Influence Competitive Postures and Actions Mapping Beyond the Four Forces 2.3 The Second Discipline: Building and Updating the Channel Value Chain Direct versus Indirect Constructing a Channel Value Chain: A Framework for Getting Started Channel Coverage Channel Structure: An Integrated versus an Arm's Length Approach 2.4 The Third Discipline: Aligning and Influencing the Channel System Hard Power The Soft Power of Trust and Commitment

9 Programming a High-Performance Channel System Managing Horizontal Channel Conflict 2.5 Special Topic: The Rise of Online Channels 3.1 Building a Distribution Channel: A Walk-Through Application Sales Force Design and Management Doug J. Chung, Das Narayandas # Aligning Sales with the Organization's Strategy Designing a Sales Force Sales Force Objectives and Strategy Sales Force Structure and Size Structures for Key Account Sales 2.2 The Salesperson The Basic Job 2.3 Managing the Sales Force Recruitment and Selection Compensation Training and Evaluation 2.4 Conclusion 3.1 Measuring the Impact of Salary, Commissions, and Bonuses Salary Commissions and Bonuses Other Issues Digital Marketing Sunil Gupta, Joseph Davin # Outbound Marketing Search Ads Display Ads Measuring the Effectiveness of Outbound Marketing 2.2 Inbound Marketing

10 Getting Found Creating Content Optimizing Landing Pages 2.3 Social Media Listening to Social Conversations Participating in Social Discussions Amplifying the Message and Creating Advocates 2.4 Mobile Technology 3.1 Big Data and Data Science 3.2 Personalization and Privacy Marketing Communication #8186 FORTHCOMING 2016