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Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Marketing Strategy Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Marketing Strategy Text and Cases SIXTH EDITION O.C. FERRELL The University of New Mexico MICHAEL D. HARTLINE The Florida State University Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Marketing Strategy: Text and Cases, © 2014, 2011 South-Western, Cengage Learning Sixth Edition ALL RIGHTS RESERVED. No part of this work covered by the copyright O.C. Ferrell and Michael D. Hartline herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not Editor-in-Chief (or Publisher): Erin Joyner limited to photocopying, recording, scanning, digitizing, taping, web Acquisition Editor: Mike Roche distribution, information networks, or information storage and retrieval Developmental Editor: Sarah Blasco systems, except as permitted under Section 107 or 108 of the 1976 Editorial Assistant: Megan Fischer United States Copyright Act, without the prior written permission of the publisher. 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Locate your local office at: www.cengage.com/global Cengage Learning products are represented in Canada by Nelson Education, Ltd. For your course and learning solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.cengagebrain.com Printed in the United States of America 12345671615141312 Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. To my wife, Linda O.C. Ferrell To Huck and ReRe Michael D. Hartline Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Brief Contents PART 1 Setting the Stage for Marketing Strategy CHAPTER 1 Marketing in Today’s Economy 1 CHAPTER 2 Strategic Marketing Planning 27 PART 2 Discovering Market Opportunities CHAPTER 3 Collecting and Analyzing Marketing Information 53 CHAPTER 4 Developing Competitive Advantage and Strategic Focus 85 PART 3 Developing Marketing Strategy CHAPTER 5 Customers, Segmentation, and Target Marketing 115 CHAPTER 6 The Marketing Program 149 CHAPTER 7 Branding and Positioning 199 PART 4 Putting Strategy into Action CHAPTER 8 Ethics and Social Responsibility in Marketing Strategy 227 CHAPTER 9 Marketing Implementation and Control 255 CHAPTER 10 Developing and Maintaining Long-Term Customer Relationships 283 PART 5 Cases CASE 1 USA Today: Innovation in an Evolving Industry 313 CASE 2 Apple’s Winning Marketing Strategy 327 CASE 3 Monsanto Balances the Interests of Multiple Stakeholders 339 CASE 4 New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing 351 CASE 5 New Belgium Brewing (B): Developing a Brand Personality 361 CASE 6 Mattel Confronts Its Marketing Challenges 371 CASE 7 Mistine: Direct Selling in the Thai Cosmetics Market 381 CASE 8 BP Struggles to Repair Its Tarnished Reputation 393 CASE 9 Chevrolet: 100 Years of Product Innovation 405 vii Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. viii Brief Contents CASE 10 Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy 419 CASE 11 NASCAR: Can’t Keep a Good Brand Down 429 CASE 12 IndyCar: Seeking a Return to Motorsports’ Fast Lane 441 CASE 13 Zappos: Delivering Happiness 451 CASE 14 Sigma Marketing: Strategic Marketing Adaptation 461 CASE 15 Netflix Fights to Stay Ahead of a Rapidly Changing Market 471 CASE 16 Gillette: Why Innovation May Not Be Enough 481 CASE 17 IKEA Slowly Expands Its U.S. Market Presence 493 CASE 18 Sushilicious: Standing Out In A Crowded Field 501 CASE 19 Trouble Brews at Starbucks 517 CASE 20 Groupon 533 Appendix Marketing Plan Worksheets 547 Brands and Companies Index 557 Name Index 571 Subject Index 575 Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Contents PART 1 Setting the Stage for Marketing Strategy CHAPTER 1 Marketing in Today’s Economy 1 Introduction 1 Beyond the Pages 1.1 Thriving in Commodity Hell 2 The Challenges and Opportunities of Marketing in Today’s Economy 3 Basic Marketing Concepts 7 What Is a Market? 8 What
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