PART I
INTRODUCTION AND TEACHING SUGGESTIONS
Strategic Marketing is designed for use in advanced undergraduate marketing strategy and
marketing management courses, MBA marketing management courses, and advanced graduate
marketing strategy courses. The book can also be used as supporting material for executive
education programs in the marketing strategy area. The text and cases offer a complete treatment
of marketing topics using a strategy perspective.
The book blends business strategy with marketing strategy. It overviews strategic planning and
integrates it with a market centered focus on the planning process. Discussion of competitive
advantage, competing in global markets, and strategic analysis are integrated throughout the book.
Using business strategy as a foundation, the remainder of the text moves into the key decision areas
that are involved in developing and implementing marketing strategy. The book concentrates on
identification and analysis of business units and then on the development of a strategic marketing
plan for the business unit. Heavy emphasis is placed upon market definition and analysis,
segmentation, competitor analysis, targeting, and the strategic decisions involved in developing the
marketing program. Throughout the book considerable emphasis is placed on a global perspective
and the impact of the Internet, as well as highlighting the ethical dilemmas confronted by
executives.
The last part of the book examines organizational design and effectiveness, and marketing strategy
implementation and control. A new emphasis reflects the growing importance of marketing metrics
and the marketing dashboard.
Twenty comprehensive cases are available in Part Six. The cases provide a wide variety of strategic
analysis and strategy development applications.
Overview of the Manual
This manual contains the following information:
Part I: Introduction and teaching suggestions
Part II: Course planning suggestions
Part III: Answers to end-of-chapter questions
Part IV: Internet application guidelines
Part V: Feature application guidelines
Part VI: Notes for cases
Teaching Suggestions
,First, we discuss the types of courses where Strategic Marketing is an appropriate text and case
combination. This is followed by a discussion of several alternatives regarding design of a course.
Type of Course
The book may be used in advanced undergraduate marketing strategy/management courses,
particularly when students have taken courses beyond the basic marketing course. It is also a
logical choice for use in MBA core courses. Finally, several schools are offering courses on strategic
marketing planning. The book is appropriate for these courses.
Course Design
Strategic Marketing facilitates a useful teaching and learning experience in several ways,
depending on the type of course and the instructor’s objectives and preferences. Some possible
options include:
Building the course around the text and cases as the primary focus of teaching-learning.
Supplementing the text with selected readings and end-of-part cases.
Using the text in combination with special projects (e.g., market opportunity analysis, market
targeting, program design, and preparation of marketing plans).
Text and Cases
There is ample coverage in the text to serve as the primary focus of the course. The cases at the end
of Part Six provide strategic application situations. Students need and enjoy some exposure to
application either through cases or equivalent means. Another possibility for supplemental
teaching-learning tools is to have students analyze and critique marketing strategies of companies
described in business publications and researching their performance on the Internet.
The comprehensive cases in Part Six of the book provide students with an opportunity to analyze
and develop recommendations for a variety of marketing strategy situations. The cases were
selected to highlight various strategic issues. Included are international marketing problems,
different products and services, large and small firms, and manufacturers and middlemen.
This 10th edition of Strategic Marketing includes substantial coverage of Internet topics and
applications. Features are placed in many chapters and Internet strategy initiatives are discussed in
several chapters. Feature applications are included at the end of each chapter. The Features may be
used as short “mini-cases” in situations where students have not been able to undertake pre-
reading, or the instructor’s teaching approach requires a shorter analytical episode than the longer
analysis of a full case study.
READINGS AND SUPPORTING MATERIALS
,Many readings are available for use as strategic marketing applications. These can be used for class
discussion or assigned to students for preparation of written reports. For example, company
marketing strategies can be critiqued by students. Business Week, Forbes, Wall Street Journal,
Fortune, and other periodicals contain many interesting and relevant articles. The Economist
provides extensive coverage of global business topics. Case discussions are greatly enriched by up-
to-the-minute insights from Web searches of company and competitor web-sites.
One source of supplemental materials that is particularly useful is The Conference Board, Inc., 845
Third Avenue, New York, NY 10022; phone (212) 759–0900, Fax (212) 980–7014. The Conference
Board Europe is in Brussels, Belgium (Chaussée de la Hulpe 130, btell, B–1050), (32) 2–675.54.05
and Fax (32) 2-675.03.95). The Conference Board of Canada is at 255 Smyth Road, Ottawa, Ontario,
K1H–8MN, (613) 526–3280 and Fax (613) 526–4857. The Conference Board reports are excellent
for illustrating company practices and experiences and research findings on various topics.
It is notable that Internet searches can reveal numerous sources of relevant material—often free or
at low cost—which can add value to discussions of topics, Features and cases. A large number of
professional institutes, consultants, and government bodies provide a wealth of information which
can support student learning.
, PART II
COURSE PLANNING SUGGESTIONS
Strategic Marketing has been used in various courses. The book and cases can be used to design
several different teaching-learning formats. Coverage of all or most of the chapter topics is feasible
in a three-hour semester course. Time is also available to include cases for class discussion, hand in
assignments, and team presentations.
Three possible courses where the book may be used are (A) the advanced undergraduate
marketing management/strategy course, (B) the MBA core course in marketing
management/strategy, and (C) the MBA advanced strategy course.
Illustrative outlines for an undergraduate capstone course, an MBA core marketing management
course, and an MBA advanced strategy course are shown below. This same basic design can be used
where the text is intended as a reference source in combination with greater use of cases, projects,
and readings covering the topic areas. These outlines can be modified depending on the Instructor’s
coverage preference.
COURSE OUTLINE (A)
MARKETING STRATEGY
CAPSTONE COURSE FOR UNDERGRADUATE MARKETING MAJORS
Our Agenda:
Superior marketing strategies are essential for business success as the world’s economies continue
to change. The market and the customers that comprise the market are the starting point in
marketing strategy formulation. The key challenges include: (1) developing a shared vision
throughout the organization about the market and how it is likely to change in the future; (2)
identifying opportunities for delivering superior value to customers; (3) positioning the
organization and its brands in the market place to obtain the best match between distinctive
competencies and value opportunities; (4) recognizing the potential benefits of partnering with
customers, suppliers, distribution channel members, internal functions, and even competitors; and,
(5) adapting the design of the organization to implement and manage strategy.
We will discuss how companies become market driven and guide their strategies based on a shared
INTRODUCTION AND TEACHING SUGGESTIONS
Strategic Marketing is designed for use in advanced undergraduate marketing strategy and
marketing management courses, MBA marketing management courses, and advanced graduate
marketing strategy courses. The book can also be used as supporting material for executive
education programs in the marketing strategy area. The text and cases offer a complete treatment
of marketing topics using a strategy perspective.
The book blends business strategy with marketing strategy. It overviews strategic planning and
integrates it with a market centered focus on the planning process. Discussion of competitive
advantage, competing in global markets, and strategic analysis are integrated throughout the book.
Using business strategy as a foundation, the remainder of the text moves into the key decision areas
that are involved in developing and implementing marketing strategy. The book concentrates on
identification and analysis of business units and then on the development of a strategic marketing
plan for the business unit. Heavy emphasis is placed upon market definition and analysis,
segmentation, competitor analysis, targeting, and the strategic decisions involved in developing the
marketing program. Throughout the book considerable emphasis is placed on a global perspective
and the impact of the Internet, as well as highlighting the ethical dilemmas confronted by
executives.
The last part of the book examines organizational design and effectiveness, and marketing strategy
implementation and control. A new emphasis reflects the growing importance of marketing metrics
and the marketing dashboard.
Twenty comprehensive cases are available in Part Six. The cases provide a wide variety of strategic
analysis and strategy development applications.
Overview of the Manual
This manual contains the following information:
Part I: Introduction and teaching suggestions
Part II: Course planning suggestions
Part III: Answers to end-of-chapter questions
Part IV: Internet application guidelines
Part V: Feature application guidelines
Part VI: Notes for cases
Teaching Suggestions
,First, we discuss the types of courses where Strategic Marketing is an appropriate text and case
combination. This is followed by a discussion of several alternatives regarding design of a course.
Type of Course
The book may be used in advanced undergraduate marketing strategy/management courses,
particularly when students have taken courses beyond the basic marketing course. It is also a
logical choice for use in MBA core courses. Finally, several schools are offering courses on strategic
marketing planning. The book is appropriate for these courses.
Course Design
Strategic Marketing facilitates a useful teaching and learning experience in several ways,
depending on the type of course and the instructor’s objectives and preferences. Some possible
options include:
Building the course around the text and cases as the primary focus of teaching-learning.
Supplementing the text with selected readings and end-of-part cases.
Using the text in combination with special projects (e.g., market opportunity analysis, market
targeting, program design, and preparation of marketing plans).
Text and Cases
There is ample coverage in the text to serve as the primary focus of the course. The cases at the end
of Part Six provide strategic application situations. Students need and enjoy some exposure to
application either through cases or equivalent means. Another possibility for supplemental
teaching-learning tools is to have students analyze and critique marketing strategies of companies
described in business publications and researching their performance on the Internet.
The comprehensive cases in Part Six of the book provide students with an opportunity to analyze
and develop recommendations for a variety of marketing strategy situations. The cases were
selected to highlight various strategic issues. Included are international marketing problems,
different products and services, large and small firms, and manufacturers and middlemen.
This 10th edition of Strategic Marketing includes substantial coverage of Internet topics and
applications. Features are placed in many chapters and Internet strategy initiatives are discussed in
several chapters. Feature applications are included at the end of each chapter. The Features may be
used as short “mini-cases” in situations where students have not been able to undertake pre-
reading, or the instructor’s teaching approach requires a shorter analytical episode than the longer
analysis of a full case study.
READINGS AND SUPPORTING MATERIALS
,Many readings are available for use as strategic marketing applications. These can be used for class
discussion or assigned to students for preparation of written reports. For example, company
marketing strategies can be critiqued by students. Business Week, Forbes, Wall Street Journal,
Fortune, and other periodicals contain many interesting and relevant articles. The Economist
provides extensive coverage of global business topics. Case discussions are greatly enriched by up-
to-the-minute insights from Web searches of company and competitor web-sites.
One source of supplemental materials that is particularly useful is The Conference Board, Inc., 845
Third Avenue, New York, NY 10022; phone (212) 759–0900, Fax (212) 980–7014. The Conference
Board Europe is in Brussels, Belgium (Chaussée de la Hulpe 130, btell, B–1050), (32) 2–675.54.05
and Fax (32) 2-675.03.95). The Conference Board of Canada is at 255 Smyth Road, Ottawa, Ontario,
K1H–8MN, (613) 526–3280 and Fax (613) 526–4857. The Conference Board reports are excellent
for illustrating company practices and experiences and research findings on various topics.
It is notable that Internet searches can reveal numerous sources of relevant material—often free or
at low cost—which can add value to discussions of topics, Features and cases. A large number of
professional institutes, consultants, and government bodies provide a wealth of information which
can support student learning.
, PART II
COURSE PLANNING SUGGESTIONS
Strategic Marketing has been used in various courses. The book and cases can be used to design
several different teaching-learning formats. Coverage of all or most of the chapter topics is feasible
in a three-hour semester course. Time is also available to include cases for class discussion, hand in
assignments, and team presentations.
Three possible courses where the book may be used are (A) the advanced undergraduate
marketing management/strategy course, (B) the MBA core course in marketing
management/strategy, and (C) the MBA advanced strategy course.
Illustrative outlines for an undergraduate capstone course, an MBA core marketing management
course, and an MBA advanced strategy course are shown below. This same basic design can be used
where the text is intended as a reference source in combination with greater use of cases, projects,
and readings covering the topic areas. These outlines can be modified depending on the Instructor’s
coverage preference.
COURSE OUTLINE (A)
MARKETING STRATEGY
CAPSTONE COURSE FOR UNDERGRADUATE MARKETING MAJORS
Our Agenda:
Superior marketing strategies are essential for business success as the world’s economies continue
to change. The market and the customers that comprise the market are the starting point in
marketing strategy formulation. The key challenges include: (1) developing a shared vision
throughout the organization about the market and how it is likely to change in the future; (2)
identifying opportunities for delivering superior value to customers; (3) positioning the
organization and its brands in the market place to obtain the best match between distinctive
competencies and value opportunities; (4) recognizing the potential benefits of partnering with
customers, suppliers, distribution channel members, internal functions, and even competitors; and,
(5) adapting the design of the organization to implement and manage strategy.
We will discuss how companies become market driven and guide their strategies based on a shared
