What Is Strategic Marketing Analysis?

It mainly describes the strategic marketing plan, and the research and analysis work that must be performed when implementing the plan. It also elaborates a set of mature analysis methods that can be used to help managers, providing readers with a deeper understanding of strategic marketing issues Guidance. The main contents include: the role of analysis in strategy development; market segmentation: who are potential buyers; identifying unmet needs: what consumers want; identifying competitors: who do we compete with; understanding and predicting external Environment: Demographic, social, economic, and political factors; Understanding and forecasting the market environment: Technical factors and forecasts; Competitive advantage analysis: How to compete; Resource allocation methods. The numerous real-life case studies in this book provide readers with valuable references.

Strategic marketing analysis

Marketing and innovation are perhaps the two most important drivers of economic growth. The successful growth of a company, organization, or industry depends heavily on in-depth systematic and scientific decision-making and the flexible use of marketing principles and methods. Marketing managers make decisions about products and services at both strategic and tactical levels. Tactical decisions are routine tasks that focus more attention on solving current problems. Strategic decisions are more thoughtful. The long-term survival and development of the company. ^[1]

Vithala R. Rao is a professor of management, marketing, and marketing measurement methodology at the Cornell University Johnson Business School, and a PhD in marketing from the Wharton School of the University of Pennsylvania. His courses include marketing research, marketing models, and marketing strategies. He has done well in the research of consumer preference analysis, market structure, procurement, brand equity and other strategic marketing issues. He has chaired many important consulting projects and has published numerous academic papers. His current research interests include product design, product pricing, product launch, and product portfolio, and have achieved many research results. He co-authored the monograph "Multi-dimensional Magnification Application", which has been well-received in academia; he has also published two monographs, "Decision Process for Successful Development of New Products" and "New Marketing Science."

Joel H. Steckel is a professor at New York University's Stern School of Business and a PhD in marketing from the Wharton School of the University of Pennsylvania. He has been engaged in research, teaching and consulting in marketing research, marketing strategy and marketing planning. He is currently focusing on the management decision-making process and the design of new product prediction models. He has published a large number of papers in major academic journals.

book review

Business Management Classic Translation Series · Marketing Series

"Marketing Management"

"Marketing Survey"

"Service Marketing"

"Personnel Sales"

"Marketing channels"

"Retail Management"

Chapter 1 The Role of Analysis in Strategy Development

preface

The boundaries of strategic marketing

Classification of strategic situations

Analysis and strategic thinking process

Book structure?

Chapter 2. Market Segmentation: Who Are the Potential Buyers

preface?

Segmentation basis

Perceptual measurement and market segmentation

Benefit measurement and market segmentation

Segmentation based on other variables

Clustering consumers into market segments

Describe market segments

Database Marketing: Segmenting the Market to Only One Consumer

Select target market segment

Summary

Appendix 2-1 Analysis Techniques

Chapter 3 Identifying Unmet Needs: What Do Consumers Want?

preface

Methods to identify unmet needs

Methods to find problems in existing products

environmental change

Identify ways to address unmet needs

Creative role

Summary

Appendix 3-1 Dealing with Automobile Leakage by Aggregation

Chapter 4 Identifying Competitors: Who Are We Competing With?

preface

Enlightenment of Polish mineral water dilemma

Identify competitors by analyzing consumer decision-making processes

Strategic Group Analysis: Identifying Competitors from the Supply Side

Predict competitors' actions

Anticipate the actions of current competitors

What to do when rational expectations theory cannot be applied

Identifying future competitors

Summary

Chapter 5 Understanding and Predicting the External Environment: Demographic, Social, Economic, and Political Factors

preface

Understanding the environment is crucial

Methods to understand and predict environmental factors

Methods for analyzing demographic factors

Methods for analyzing social / cultural factors

Methods of analyzing economic factors

Methods of analyzing political factors

Summary

Appendix 5-1 Strategies for conducting secondary research on environmental factors

Appendix 5-2 Searching Guide for Marketing Strategy Research Materials

Chapter 6 Understanding and Forecasting the Market Environment: Technical Factors and Forecasts?

preface?

Uncertainty and role of judgment

Forecasting Technology

Several standardized prediction methods

Scenario analysis

Methods for forecasting sales of durable goods

Summary

Appendix 6-1 Description, advantages and disadvantages of the selected prediction method

Appendix 6-2 Estimation Equations for Trend and Growth Curves

Appendix 6-3 Estimated Multivariate Index Model

Chapter 7 Competitive Advantage Analysis: How to Compete?

preface

What indicators should be used to measure strengths and weaknesses

Confirm key operating results

Identify key positioning advantages

Identify key sources of advantage

Measuring implementation effectiveness

Measuring positioning advantage

Measuring sources of advantage

Views on measurement methods

Examples

Summary

Chapter 8 Resource Allocation Methods?

preface

Principles of resource allocation

Method for allocating resources between different strategic business units

Graphical combination

Method based on response function

AHP-based approach

Joint analysis-based approach

Resource allocation for strategic business units with multiple products

Method for allocating marketing expenses to a strategic business unit

Method for allocating resources to markets in different geographic regions

Summary

Appendix 8-1 Example of using service evaluation sequence

Appendix 8-2 AHP Method

Chapter 9: Practical Cases: Practical Analysis?

preface?

Sportswear Industry Research

Victoria Moore Sportswear Product Line

Citibank Photo Credit Card Focus Crowd Program

Holdzer Restaurants

Principles of analysis

Summary

Appendix 9-1 Consumer questionnaire and detailed results for the Victoria Moore case

Appendix 9-2 Discussion Outline of Citibank Photo Credit Card Focus Group Symposium?

Case 1 Regent Rubber Company

Case 2 A: US sports shoe industry

B: Reebok's marketing strategy in the 1990s

Case 3 CD Record Market (A)

CD record market (B)

Case 4 Xerox: Customer Satisfaction Program