Test bank for Strategic Market Management, 10th Edition, David A. Aaker
Test bank for Strategic Market Management, 10th Edition, David A. Aaker
Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making. The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.
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Chapter 1 Strategic Market Management—An Introduction and Overview 1
What Is a Business Strategy?
Strategic Market Management
Marketing and Its Role in Strategy
PART ONE STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
External Analysis
The Scope of Customer Analysis
Segmentation
Customer Motivations
Unmet Needs
Chapter 3 Competitor Analysis
Identifying Competitors—Customer-Based Approaches
Identifying Competitors—Strategic Groups
Potential Competitors
Competitor Analysis—Understanding Competitors
Competitor Strengths and Weaknesses
The Competitive Strength Grid
Obtaining Information on Competitors
Chapter 4 Market/Submarket Analysis
Dimensions of a Market/Submarket Analysis
Emerging Submarkets
Actual and Potential Market or Submarket Size
Market and Submarket Growth
Market and Submarket Profitability Analysis
Cost Structure
Distribution Systems
Market Trends
Key Success Factors
Risks in High-Growth Markets
Chapter 5 Environmental and Strategic Analyses
Environmental Analysis
Strategic Analysis
From Analysis to Strategy
PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
Chapter 6 Creating Advantage: Customer Value Leadership
Alternative Value Propositions
Customer Value Leadership
Managing for Customer Value Leadership
Chapter 7 Building and Managing Customer Relationships
The Customer Decision Journey
Managing Customer Experience
Toward Long-Term Customer Relationships
Chapter 8 Creating Valuable Customers
The Purchase Funnel
Customer Lifetime Models and Strategy Effectiveness
Customers as Valuable Assets
Chapter 9 Building and Managing Brand Equity
Brand Awareness
Brand Loyalty
Brand Associations
Brand Identity
Chapter 10 Toward a Strong Brand Relationship
Understanding and Prioritizing Brand Touchpoints
Focusing on the Customer’s Sweet Spot
How to Create or Find a Customer Sweet Spot
Get Beyond Functional Benefits
Broadening the Concept of a Brand
Chapter 11 Energizing the Business
Innovating the Offering
Energizing the Brand and Marketing
Increasing the Usage of Existing Customers
Chapter 12 Leveraging the Business
Which Assets and Competencies Can Be Leveraged?
Expanding the Scope of the Offering
New Markets
Evaluating Business Leveraging Options
The Mirage of Synergy
Chapter 13 Creating New Businesses
Create “Must Haves,” Rendering Competitors Irrelevant
The Innovator’s Advantage
Managing Category Perceptions
Creating New Business Arenas
From Ideas to Market
Chapter 14 Global Strategies
Motivations Underlying Global Strategies
Standardization vs. Customization
Expanding the Global Footprint
Strategic Alliances
Global Marketing Management
Chapter 15 Setting Priorities for Businesses and Brands
The Business Portfolio
Divestment or Liquidation
The Milk Strategy
Prioritizing and Trimming the Brand Portfolio
Chapter 16 Harnessing the Organization
Customer-Centric Organizational Cultures
Customer-Centric Competencies
Customer-Centric Organizational Structure
Metrics and Incentives for Customer Centricity
Leading for Customer Centricity
Customer-Centric Talent
Chapter 17 How Marketing Activities Create Value for Companies
The Impact of Customer and Brand Equity on Firm Revenues
The Effect of Marketing Assets on Firm Value
How Markets Value Marketing Assets
Managing Marketing to Contribute to Firm Value
Case Studies
The Energy Bar Industry
Assessing the Impact of Changes in the Environment
Creating a New Brand for a New Business
Competing Against the Industry Giant
Leveraging a Brand Asset
Appendix A: Internal Analysis
Appendix B: Planning Forms
Test bank for Strategic Market Management, 10th Edition, David A. Aaker
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