Table des matières
Chapter 1. Traditional marketing revisited
- 1.1. THE TRADITIONAL MARKETING CONCEPT
- • The ambiguity of marketing
- • The marketing mix paradigm
- • Strategic versus operational in marketing
- • The traditional marketing concept in practice
- • Is the marketing concept of universal application?
- 1.2. THE SHORTCOMINGS OF TRADITIONAL MARKETING
- • Marketing, a frightening word
- • The controversial role of the market
- • Needed clarifications of the marketing concept
- • Market pull versus technology push innovations
- • A credibility gap for marketing
- 1.3. DOES MARKETING CREATE NEEDS?
- • The stability of generic needs
- • The satiation impossibility of relative generic needs
- • Latent versus expressed needs
- • False needs versus true needs
- • Typology of needs
- 1.4. DOES MARKETING PROMOTE ONLY MATERIALISTIC VALUES?
- • Terminal versus instrumental materialism
- • Materialism and happiness
- 1.5. CAUSE-RELATED MARKETING
- • Objectives of a CRMP
- • Vulnerability of a CRMP
- • How to overcome consumers’ scepticism?
- 1.6. IS THE EUROPEAN MARKET ECONOMY SYSTEM DIFFERENT?
- • Sustainable development
- • An individual social security net
- • A socio-ecologic vision of consumption
- • A stakeholder model
- • Societal responsibility
- • The entrepreneurship culture
- • A new dialogue private-public
- • The role of not-for-profit relationship organisations
- • Implementing Marketing in Europe: is it different?
Chapter 2. The market orientation concept
- 2.1. AN ALTERNATIVE: THE MARKET ORIENTATION CONCEPT
- • The Kohli and Jaworksi (K&J) model of market orientation
- • The Narver and Slater (N&S) model of market orientation
- • Pitfalls in implementing market orientation
- 2.2. THE EXTENDED MODEL OF MARKET ORIENTATION
- • Measuring the extended market orientation model
- • Is the EMO model really different from the traditional marketing concept?
- • The need for a new terminology
- 2.3. THE INTERNET TECHNOLOGY
- • From e-commerce to e-business
- • Impact of Internet
- • Penetration of Internet in Europe
- • The information role of Internet
- • Differential advantages of Internet technology
- 2.4. ACTORS IN THE GLOBAL MARKET
- • Direct and end-customers
- • Partners and indirect demand.
- • Distributors and resellers in GTM
- • Direct and substitute competitors
- • Influencers
- • E-tailers and E-market places
- • Online market facilitators
- • Towards an integrated dual-trading-arena
- • Other market stakeholders
- 2.5. IMPLEMENTING STRATEGIC MARKETING
- • Response versus pro-active stratégie marketing
- • Steps in implementing strategic marketing
- Step 1: Reference market definition
- Step 2: What is the diversity of needs in the reference market?
- Step 3: How attractive is the business opportunity of the identified segments?
- Step 4: Do we have a sustainable value proposition to propose to each segment?
- Step 5: Which segment (s) to target by priority?
- Step 6: How do we want to compete in the target segment(s)?
- Step 7: How to get a well balanced product portfolio?
- 2.6. TRANSACTIONAL VERSUS RELATIONSHIP OPERATIONAL MARKETING
- • Opposition between transactional and relationship selling
- • Customer Relationship Management, a new paradigm 2
- • Role of cross functional coordination
- • Pitfalls of relationship selling
- 2.7. CHARACTERISTICS OF A MARKET DRIVEN ORGANISATION
- • Towards cross- functional forms of organisations
- • Strategic Marketing in Small Business Firms
- 2.8. CAN MARKETING ALLEVIATE POVERTY IN THE WORLD?
- • A fortune at the bottom of the pyramid?
- • Smaller packaging strategy
- • Lower price strategy
- • Reduced product quality
- • The role of microcredit
- • Ethical issues
- • Searching for the appropriate business model
- APPENDIX 2. Internet penetration in Europe
Chapter 3. Sub-orientations in market-driven management
- 3.1. CUSTOMER ORIENTATION : WHO IS THE REAL CUSTOMER ?
- • Customer roles specialisation
- • The changing consumer relationships
- • The customer as a buying décision centre in B2B markets
- • Generic needs of the B2B customer
- • The B2B customer-supplier relationship management
- • Three misconceptions in customer orientation
- 1. Becoming compelled by customers
- 2. Feeling superior to customers
- 3. Becoming oblivious to the customer
- 3.2. DISTRIBUTOR’S SUB-ORIENTATION IN B2C MARKETS
- • Generic needs of distributors
- • The emerging power of global retailers
- • Strategic objectives of global retailers
- • Stratégie options for manufacturers brands.
- 3.3. COMPETITORS’ SUB-ORIENTATION IN THE GLOBAL MARKET
- • What does it mean to be competitor-oriented ?
- • Competitors identification
- • Competitive advantage
- • The development of co-opetition
- 3.4. AN INFLUENCERS’ SUB-ORIENTATION
- • Role of prescription in the global market
- • Who are the influencera ?
- • The prescription market
- • Different forms of prescriptions
- • How to identify prescribers ?
- • How to communicate to prescribers ?
- • Who are the opinion leaders ?
- • Viral marketing
- • Stealth marketing
- • Consumer Generated Media
- • Certification agencies
- 3.5. “OTHER STAKEHOLDERS” SUB-ORIENTATION
- • Shortcomings of the shareholder model
- • The theory of the stakeholders model
- • How to prioritise stakeholders ?
- • International standards of corporate social responsibility
- • Trends in sustainability reporting
- • Communicating with multiple stakeholders
- • The shareholder and the stakeholder models reconciled
- 3.6. AN INVESTORS’ SUB-ORIENTATION IN THE GLOBAL MARKETS
- • Treating investors like customers
- • Communicating with investors
- • Targeting the right investors
Chapter 4. Impact of internet on market-driven decisions
- 4.1. THE SOLUTION APPROACH AND THE VIRTUAL MARKET
- • THE SOLUTION APPROACH AND THE MARKETING MIX
- • What is a virtual market ?
- • How to define a virtual market ?
- • The customer activity chain concept
- • Expected benefits of the solution approach
- • Engaging online communities to design innovative solutions
- • From customer-orientation to customer co-creation
- 4.2. IMPACT OF INTERNET ON CHANNELS DECISIONS
- • The temptation of disintermediation
- • Going online and offline simultaneously ?
- • Securing E-commerce
- • European online retail spending
- • The geographic market coverage
- 4.3. IMPACT OF INTERNET ON PRICING DECISIONS
- • Price comparison sites
- • Price discovery mechanisms on the Internet
- • Are Internet prices lower ?
- • Pricing flexibility online
- • Higher prices on the Internet ?
- • Price partitioning on Internet
- • Price customisation online
- 4.4. INTERNET ADVERTISING : A CONSUMER DOMINATED MEDIUM
- • Internet Advertising Growth
- • Benefits of Internet advertising
- • Internet a customer-dominated medium
- • How Internet advertising works ?
- • The challenge : personalised communication
- • How to differentiate a Web business site ?
- • Web 2.0 and Avatar-based Marketing
Chapter 5. Measuring operational marketing performance
- 5.1. THE CHALLENGE OF MARKETING MEASUREMENT
- • Development of appropriate marketing metrics
- • The concept of brand equity
- • The tyranny of measurement
- • Acquiring Customer and Market data
- • The Customer Response Cycle
- 5.2. IS MEASURING MARKETING ROI A REALISTIC OBJECTIVE ?
- • Computing Marketing ROI
- • Computing the minimum return
- • Measuring the long-term effect of marketing
- 5.3. ARE MARKETING MODELS USEFUL AS DECISION SUPPORTS ?
- • Connecting brand equity metrics and sales
- • Marketing mix modelling
- • Limitations of marketing-mix models
- • Who should be in charge of measuring marketing performance ?
Conclusion. Upgrading the marketing function
- View the market as a dual-trading arena
- Place a stronger emphasis on innovation strategies
- Reinforce strategic marketing
- Reinforce collaboration with the other functions
- Develop customer solution strategies
- In B2C markets, treat large distributors as B2B customers
- Capitalise on the power of user-generated media
- View marketing budgets as investments
- Be aware of your corporate social responsibility
- Develop new capabilities and skills