Marketing strategy text and cases (6th edition)

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 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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, Sixth Edition O.C Ferrell and Michael D Hartline Editor-in-Chief (or Publisher): Erin Joyner Acquisition Editor: Mike Roche Developmental Editor: Sarah Blasco Editorial Assistant: Megan Fischer Senior Brand Manager: Robin LeFevre Market Development Manager: Jon Monahan Marketing Coordinator: Michael Saver Media Editor: John Rich Rights Acquisition Director: Audrey Pettengill Rights Acquisition Specialist, Text and Image: Amber Hosea, Deanna Ettinger Manufacturing Planner: Ron Montgomery Art and Cover Direction, Production Management, and Composition: Integra Cover Image: Bertold Werkmann/ Shutterstock.com © 2014, 2011 South-Western, Cengage Learning ALL RIGHTS RESERVED No part of this work covered by the copyright herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com Library of Congress Control Number: 2012950625 ISBN-13: 978-1-285-07304-0 ISBN-10: 1-285-07304-5 South-Western 5191 Natorp Boulevard Mason, OH 45040 USA Cengage Learning is a leading provider of customized learning solutions with office locations around the globe, including Singapore, the United Kingdom, Australia, Mexico, Brazil, and Japan 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 16 15 14 13 12 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 Setting the Stage for Marketing Strategy CHAPTER Marketing in Today’s Economy CHAPTER Strategic Marketing Planning PART 27 Discovering Market Opportunities CHAPTER Collecting and Analyzing Marketing Information CHAPTER Developing Competitive Advantage and Strategic Focus 85 PART Developing Marketing Strategy CHAPTER Customers, Segmentation, and Target Marketing CHAPTER The Marketing Program CHAPTER Branding and Positioning PART 53 115 149 199 Putting Strategy into Action CHAPTER Ethics and Social Responsibility in Marketing Strategy CHAPTER Marketing Implementation and Control CHAPTER 10 PART 227 255 Developing and Maintaining Long-Term Customer Relationships 283 Cases CASE USA Today: Innovation in an Evolving Industry CASE Apple’s Winning Marketing Strategy CASE Monsanto Balances the Interests of Multiple Stakeholders CASE New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing 351 CASE New Belgium Brewing (B): Developing a Brand Personality CASE Mattel Confronts Its Marketing Challenges CASE Mistine: Direct Selling in the Thai Cosmetics Market CASE BP Struggles to Repair Its Tarnished Reputation CASE Chevrolet: 100 Years of Product Innovation 313 327 339 361 371 381 393 405 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 CASE 12 IndyCar: Seeking a Return to Motorsports’ Fast Lane CASE 13 Zappos: Delivering Happiness CASE 14 Sigma Marketing: Strategic Marketing Adaptation CASE 15 Netflix Fights to Stay Ahead of a Rapidly Changing Market CASE 16 Gillette: Why Innovation May Not Be Enough 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 CASE 20 Groupon Appendix 429 441 451 461 471 481 517 533 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 582 Subject Index innovative, 15 intended, 257 introduction to, 227–229 marketing and, 246–248 for marketing plan/planning, 40 market specialization as, 143 mass market targeting as, 142–143 Netflix, 477–478 New Belgium Brewing, 362–363 people-driven, 22 planning of, product specialization as, 143 selective targeting as, 142 Sigma Marketing, 463–469 single segment targeting as, 142 social responsibility in, 229–237 stakeholder orientation and, 247 targeting, 142–143 traditional ideas about, worksheet for, 553–554 market-oriented firms, 46 market primary data collection, 80–81 markets data collection in, 81–82 defined, 8–9 demand within, 163 deterioration of, 223 four P’s of, specialization in, 143 market segmentation, 129–134 criteria for, 134 defined, 17, 129 identification of, 135–142 individualized approaches to, 132–134 potential of, 223 target marketing and, 17–18 traditional approaches to, 129–132 market share, 163 220 marketspace, 8–9 mass customization, 133 mass fragmentation, mass marketing, 130–131 mass market targeting, 142–143 Mattel, 371–379 Bratz, intellectual property fight with, 378 ethical responsibilities of, 374–376 future of, 378–379 product recalls faced by, 376–377 products of, 372–374 social responsibilities of, 374–376 Mattle Children’s Foundation, 375–376 maturity stage of brand/branding, 220–221 media, for New Belgium Brewing, 366–367 media advertising, 180 media fragmentation, media marketing strategy, 511–513 media usage, changes in, metamarket, 9–10 metamediary, minimum tolerable expectations, 299 mission statement, 31–34 Mistine, 381–390 future of, 390 marketing program for, 382–387 strategic assessment of, 387–390 monetary costs, 297–298 monetary life cycle costs, 296 monetary transactional costs, 296 Monsanto, 339–348 biotechnology of, 341–344 corporate responsibility at, 346–347 ethical issues surrounding, 344–345 future of, 347–348 history of, 340–341 legal issues surrounding, 344–345 motorsports market, 443–444 movie rental business, 475–477 multisegment approach, 131 mutual dependence, 127–128 N NASCAR (National Association for Stock Car Auto Racing), 429–438 branding strategy of, 431–434 challenges of, 434–438 history of, 430–431 motorsports market for, 443–444 National Quality Research Center at the University of Michigan, 22 near field communication (NFC), 73 necessities, 119, 164 needs, 119–120 negative feedback, 302 Netflix, 471–478 competition with movie rental business, 475–477 future of, 478 history of, 471–475 marketing strategy of, 477–478 New Belgium Brewing, 351–359 brand/branding of, 363–366, 367–368 history of, 352–353 marketing strategies of, 362–363 media, consistent messaging of, 366–367 social responsibility of, 354–358 new products, developing, 156–158 news releases, 185 New York Times, 321–322 niche marketing, 132 nonmonetary costs, 296, 297–298 non-price strategies, 167 nontraditional channels, 178 normative expectations, 299 North American Free Trade Agreement (NAFTA), 72 O objectives, 59, 109, 163 odd pricing, 168 older population, growth in, 75 on-demand information, 318–319 on-demand news, 318–319 one-size-does-not-fit-all recognition, 302 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 Subject Index one-time purchases, 186 one-to-one marketing, 132–133 online social networking, 18 online support, 499 operating products, 152 operational excellence, 99–100, 102 opinion leaders, 124 order processing, 128 organizational characteristics, 141 organizational culture, 60, 266–268 organizational factors, 129 organizational mission, 30–34 organizational resources, 92 organizational structures, 48 organizational vision, 30–34 organizations, types of, 141 output controls, 272–275, 555 outside management, 302 outsourcing, 175–177 overpromising, 295 P packaging, 209 patents, 345 people, 261–263 people-driven marketing strategies, 22 perceived differential advantages, 219 perceived necessities, 164 perceived product benefits, 164 perceived value, 161 perception of customer, 158 perceptual map, 211, 212 periodical sources, 79 perishability, 155 permission marketing, 133–134 personal characteristics, 141 personalization, 302 personal selling, 186–188, 242 pesticides, 344 philanthropy corporate, 77, 231–232 of Monsanto, 347 responsibilities and, 231–232 strategic, 231–232 physical distribution, 169–170 Point, The, 535 point-of-purchase promotion, 190 policy analysis, 77 political trends, 71 population diversity, 130 portfolio, 151–154 positioning bases for, 212–214 brand/branding and, 199–224 defined, 210 differentiation and, 210–215 strategies for, 214–215 possession utility, 13 postpurchase doubt, 123 postpurchase evaluation, 122–123 potential customers, 62 583 power shift to customer, predatory pricing, 240 premiums, 190 press conferences, 185 press releases, 185 prestige, 163 prestige pricing, 167 price lining, 168 prices/pricing of Apple, 330 around the world, 160 base, 166–169 bundling of, 168 in business markets, 168–169 comparisons of, 163–164 in consumer markets, 168 cutting of, 162 decisions about, 19 differences in, 163 discrimination of, 169, 239–240 elasticity of, 162–165 ethics of, 239–240 fixing, 240 of Gillette, 487–490 of Mistine, 383 myths about, 161 objectives of, 162–163 odd, 168 penetration of, 167 predatory, 240 prestige, 167 revenue and, 161–162 service, 165 skimming of, 167 structure of, 223 pricing strategy, 158–169, 217 for base price, 166–169 key issues in, 159–165 for service products, 165–166 primary data collections, 80–81 privacy, 5–6, 374 private-label brand/branding, 205 problem recognition, 128 process controls, 272, 554 product competitors, 68 product descriptors, 212–213 product leadership, 100, 102 product line depth, 154 product mission statement, 33 product mix, 153 of Chevrolet, 406–411 of Mistine, 382 products acceptance of, 204 Apple, 328–330 business, 151–152 classifying, 11–12 complementary, 164 consumer, 151–152 convenience, 152 counterfeit, 239 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 584 Subject Index defined, 11, 11–14 development of, 158 differentiation between, 164 digital, 11 ethics and, 238–239 events as, 12 experiences as, 12 features of, 212 financial property as, 12 four P’s of, 17 goods as, 11 green, 233, 234 ideas as, 11 identification of, 204 IKEA, 494–495 information as, 11 interrelated dimensions of, 291 life cycle of, 216–217 loyalty to, 204 maintenance of, 152 market position of, 223 Mattel, 372–374 new, strategic options for, 157 operating, 152 organizations as, 12 people as, 11 places as, 12 portfolio for, 151–154 positioning of, 19–20 purchase of, 63–66 quality of, 296, 333 real property as, 12 recalls on, 376–377 repair of, 152 selecting, 65 selection of, 3–4 services as, 11 shopping for, 152 specialization in, 143 specialty, 152 specifications for, 128 Starbucks, 521–522 stylish, but sustainability, 499 substitute, 162, 164 supplemental, 296 unsought, 152 USA Today, 316 use of, 62–63 utilities of, 12–13 values of, 297 product strategy, 151–158, 217 for new products, 156–158 for product portfolio, 151–154 for service products, 154–156 profit-oriented objectives, 163 promotion of Apple, 330–331 ethics of, 241–242 of Mistine, 383–384 strategies for, 217 of USA Today, 317 promotional expenditures, 498–499 proposals, 128 provided services, 172 psychographic segmentation, 137, 138–140 psychological characteristics, 141 psychological utility, 13 public relations, 184–186 purchasing decisions, 121–122 Q quality defined, 290 experiential, 296 experimental attributes of, 292–293 of product, 291–292 standards of, 295 superior, 293–295 supplemental product, 292, 296 symbolic attributes of, 292–293 understanding role of, 290–293 value vs., 303–304 R radio frequency identification (RFID), 17, 73, 175 raison d’etre, 291 raw materials, 152 readers’ corner, 525 realism, 108–109 reality, 214 realized marketing strategy, 257 real necessities, 164 rebates, 189–190 reciprocity, 127 recognition, need for, 119–120 recruitment, 187 Redbox, 475–476 red carpet, 525–526 reference groups, 124 reference pricing, 168 referent power, 174 referrals, 307 regulatory issues, 71–72 relational resources, 92 relationship marketing, 21–22 relationships business, 290 client-based, 155 with customers, 289 intensity of, 141 programs for building, 306 relative position, 210–211 repair products, 152 repeat customer, 286 reputational resources, 92 research and analysis, 16 reseller markets, 126 resources, 92, 261 response, 69 revenue, prices and, 161–162 reward power, 174 risk cultures, 277 risks, 204, 277 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 Subject Index S sale management, strategic implementation of, 187 sales force, 187–188 sales incentives, 191–192 sales management, 186–188 sales promotions business, 191–192 in business markets, 191–192 for consumer, 189–191 integrated marketing communications and, 188–192 trade, 191–192 types of, 189–191 Sarbanes-Oxley Act, 71 satisfaction, 123 satisfaction guarantees, 305 secondary information sources, 76–80 security, segmentation, 137 See also specific types of selective distribution, 173 selective targeting, 142 self-control of employee, 275–276 self-image, 204 self-regulatory association, 243 sellers roles, 290 separation, 92–93, 258–259 service characteristics, 155 service pricing, 165 service products, 154–156, 165–166 shared goals, 259–260 shared values, 259–260 shareholders, relationship with stakeholders, 423–424 share of customer, 220, 287 shipping, 453 shopping efficiency, 204 shopping products, 152 Sigma Marketing, 461–470 desk calendar of, 462–463 marketing strategies of, 463–469 total service package of, 465–467 simplicity, 87 simultaneous production, 155 single segment targeting, 142 situational analysis, 16, 29, 53 conducting, 55–57 of marketing plan/planning, 39 of strategic planning, 29 SWOT for, 55–57, 85–87 situational influences, 124–125, 164 slotting allowances, 175 social communication, 307 social conduct, of BP, 395–398 social control, 276 social influences, 124 social mission statement, 33 social responsibility challenges of, 236–237 concept of, 229 dimensions of, 229–232 585 ethics and, 20, 229–236 marketing strategies and, 229–237 of Mattel, 374–376 of New Belgium Brewing, 354–358 strategic planning and, 249–250 sustainability and, 232–233 worksheet for, 551 sociocultural environment, 74 sociocultural trends, 73–76 soft costs, 127 solar power, 397 sole sourcing, 290 sorting, 172 specialty products, 152 stakeholders financial performance, relationship to, 247 marketing strategies and, 247 of Wyndham Worldwide, 421–425 standard of living, Starbucks, 517–531 business model for, 520–527 fall of, 530–531 going public, 520 growth of, 527–530 historical beginnings of, 518 Schultz’s vision for, 518–520 status quo, 163 strategic business unit (SBU), 34 strategic philanthropy, 231–232 strategic planning marketing and, 14, 16 opportunities for, 95 situation analysis of, 29 social responsibility and, 249–250 strengths of, 93–94 SWOT analysis and, 93–98 SWOT matrix and, 96–98 threats and, 95 weaknesses of, 93–94 worksheet for, 547, 551 strategy, defined, 14 strategy canvas, 104–105, 211–212 strivers, 140 stylish, but sustainability products, 499 subscription services, 79 substitute products, 162, 164 superficial discounting, 240 supplemental product, 296–297 supply chain, 19 defined, 170 ethics in, 241 management of, 169–171, 334–335 power in, 174–175 supply chain partners, 285 supply chain strategy, 169–178 issues with, 170–175 for power, 174–175 trends in, 175–178 surveys, 80–81 survivors, 140 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 586 Subject Index Sushilicious, 501–515 concept of, 501–506 future of, 513–515 marketing of, 506–513 sustainability of Apple, 335 corporate, 77 ethics and, 232–233 of IKEA, 498 of Monsanto, 346–347 social responsibility and, 232–233 sweepstakes, 191 SWOT analysis benefits of, 87 directives for, 88 effectiveness of, 85–87 issues to be considered in, 55–57 marketing plan/planning and, 39–40 potential issues to consider in, 94 productive, 87–93 situation analysis and, 85 strategic planning and, 93–98 strategy canvas and, combination of, 105 worksheet for, 547, 551–552 SWOT matrix, 97 worksheet for, 551 synthesis, 87 T tactical planning, 13–14 tangibles-dominant economy, 70 target markets defined, 17 for market implementation, 36 selection of, 142 strategies for, 142–143 team-based buying decisions, 290 technical buyers, 126–127 television, brand/branding on, 431 thinkers, 139 time utility, 12–13 total budget competitors, 68 total distribution costs, 172 total expenditures, 163 total product offering, 291 total service package, of Sigma Marketing, 465–467 trade allowances, 191 trade discounts, 168–169 trade sales promotions, 191–192 training assistance with, 191–192 of salespeople, 187 transactional costs, 297 transactional marketing, 21, 186 transfer pricing, 169 transparency, 455–456 trial offers, 41 turnaround, 103 Twitter, as media marketing strategy, 511–512 two-party exchange, U U.S open-wheel racing, 441–443 unsought products, 152 USA Today, 313–325 competition of, 321–322 customers of, 320–321 growth of, 313–319 history of, 313–319 information provided by, 318–319 launching of, 314–316 marketing of, 316–317 news provided by, 318–319 online, 317–318 present day and future of, 320–325 V VALS (values and lifestyles), 138–139 value-based pricing (EDLP), 167 value proposition, 4–5 values of brand/branding, 206–208 competing on, 298–299 cultural, 76 defined, 161 of exchange, 9–10 experiential quality and, 297 marketing and, connections between, 296 monetary costs and, 297–298 nonmonetary costs and, 297–298 perceived, 161 of product, 297 quality vs., 303–304 shared, 259–260 of supplemental product, 297 understanding role of, 295–298 vending, 178 vendor, 128 vision, 30 vision statement, 30 volume-oriented objectives, 163 W Wall Street Journal, 321 wants of consumer, 120 websites, as media marketing strategy, 513 “when” question, 63–65 “where” question, 63 white papers, 185 “why” question, 65 wind, 396 work environment, of Zappos, 454–456 work-life integration, of Zappos, 455 Wyndham Worldwide, 419–427 background on, 420–421 branding strategy of, 421 compliance programs of, 426 ethical programs of, 426 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 Subject Index future of, 426–427 history of, 420–421 stakeholder orientation of, 421–425 Y Yelp, as media marketing strategy, 512 yield management, 165–166 YouTube, as media marketing strategy, 513 587 Z Zappos, 451–459 business model of, 452–456 future of, 458–459 history of, 451–452 marketing of, 456–458 operating philosophy of, 452–456 zone of tolerance, 300, 300–301 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 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 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 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 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 ... Edition The key features of Marketing Strategy: Text and Cases, 6th Edition include: • • • • Revised and expanded coverage throughout the text of recent events in marketing practice by well-known... 268 Internal Marketing and Marketing Implementation The Internal Marketing Approach 268 The Internal Marketing Process 269 Evaluating and Controlling Marketing Activities Formal Marketing Controls... xviii Preface Our approach in Marketing Strategy: Text and Cases, 6th Edition is also grounded in the development and execution of the marketing plan Throughout the text, we provide a comprehensive