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96519_cvr_ptg01_hires.indd 1 17/05/16 5:43 PM
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
96519_cvr_ptg01_hires.indd 2 17/05/16 5:43 PM
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
O.C. Ferrell Belmont University
Michael D. Hartline Florida State University
Marketing Strategy TEXT AND CASES
SEVENTH EDITION
Australia • Brazil • Mexico • Singapore • United Kingdom • United States
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
Marketing Strategy: Text and Cases, Seventh Edition O.C. Ferrell and Michael D. Hartline
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Library of Congress Control Number: 2016942345
ISBN: 978-1-337-29651-9
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Printed in the United States of America Print Number: 01 Print Year: 2016
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
To my wife, Linda
O.C. Ferrell
To my girls, Marsha, Meghan, Madison, and Mallory
Michael D. Hartline
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
Brief Contents Preface xiii
About the Authors xvii
1 MARKETING IN TODAY’S ECONOMY 1 2 STRATEGIC MARKETING PLANNING 27 3 COLLECTING AND ANALYZING MARKETING INFORMATION 56 4 DEVELOPING COMPETITIVE ADVANTAGE AND STRATEGIC FOCUS 89 5 CUSTOMERS, SEGMENTATION, AND TARGET MARKETING 119 6 THE MARKETING PROGRAM 153 7 BRANDING AND POSITIONING 203 8 ETHICS AND SOCIAL RESPONSIBILITY IN MARKETING STRATEGY 230 9 MARKETING IMPLEMENTATION AND CONTROL 260 10 DEVELOPING AND MAINTAINING LONG-TERM CUSTOMER RELATIONSHIPS 289
CASES CASE 1 USA TODAY : INNOVATION IN AN EVOLVING INDUSTRY 318
CASE 2 CONSUMERS TAKE A SHINE TO APPLE, INC. 331
CASE 3 MONSANTO BALANCES THE INTERESTS OF MULTIPLE STAKEHOLDERS 342
CASE 4 NEW BELGIUM BREWING (A): SOCIAL RESPONSIBILITY AS COMPETITIVE ADVANTAGE 355
CASE 5 NEW BELGIUM BREWING (B): DEVELOPING A BRAND PERSONALITY 364
CASE 6 MATTEL CONFRONTS ITS MARKETING CHALLENGES 373
CASE 7 MISTINE: DIRECT SELLING IN THE THAI COSMETICS MARKET 384
CASE 8 BP STRUGGLES TO REPAIR ITS TARNISHED REPUTATION 396
CASE 9 CHEVROLET: A CENTURY OF PRODUCT INNOVATION 407
CASE 10 WYNDHAM WORLDWIDE ADOPTS A STAKEHOLDER ORIENTATION MARKETING STRATEGY 422
CASE 11 NASCAR: CAN’T KEEP A GOOD BRAND DOWN 431
iv
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
CASE 12 INDYCAR: SEEKING A RETURN TO MOTORSPORTS’ FAST LANE 443
CASE 13 ZAPPOS: DELIVERING HAPPINESS 454
CASE 14 NETFLIX FIGHTS TO STAY AHEAD OF A RAPIDLY CHANGING MARKET 465
CASE 15 GILLETTE: WHY INNOVATION MAY NOT BE ENOUGH 475
CASE 16 IKEA SLOWLY EXPANDS ITS U.S. MARKET PRESENCE 487
CASE 17 UBER: THE OPPORTUNITIES AND CHALLENGES OF MARKET DISRUPTION 496
CASE 18 SCENTSY, INC.: A SUCCESSFUL DIRECT SELLING BUSINESS MODEL 507
CASE 19 SIGMA MARKETING: STRATEGIC MARKETING ADAPTATION 515
CASE 20 BELLE MEADE PLANTATION: A SOCIAL ENTREPRENEURSHIP MARKETING STRATEGY 525
CASE 21 COCA-COLA: INTEGRATED MARKETING COMMUNICATIONS 534
Index 544
Brief Contents v
Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
Contents Preface xiii
About the Authors xvii
1 MARKETING IN TODAY’S ECONOMY 1 THE CHALLENGES AND OPPORTUNITIES OF MARKETING IN TODAY’S ECONOMY 2
Power Shift to Customers 3
Massive Increase in Product Selection 4
Audience and Media Fragmentation 4
Changing Value Propositions 4
Shifting Demand Patterns 5
Privacy, Security, and Ethical Concerns 5
Unclear Legal Jurisdiction 6
BASIC MARKETING CONCEPTS 7
What Is a Market? 8
What Is Exchange? 9
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