A marketing action plan for the growing business:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
1995
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Business enterprise
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 225 S. graph. Darst. |
| ISBN: | 0749413131 |
Internformat
MARC
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| 100 | 1 | |a Vyakarnam, Shailendra |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a A marketing action plan for the growing business |c Shailendra Vyakarnam ; John W. Leppard |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London |b Kogan Page |c 1995 | |
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Datensatz im Suchindex
| _version_ | 1804127590869368832 |
|---|---|
| adam_text | Contents
1 Taking Stock of Your Situation 11
Business direction: what are the choices? 11; But my
company is different! 12; What is it you seek from
running your own business? 12; Dreams and reality
14; Force field analysis 15; Exercise 1.1 Selecting tar¬
gets for the change effort 17; Exercise 1.2 Identify¬
ing opportunities and threats 20; Exercise 1.3
Strategic options questionnaire 22; Business direc¬
tion 27; Application activities 29; Summary 29
2 Staying the Same: Selling Existing Products 31
to Existing Customers
Introduction 31; Choice or chance? 31; The advantages
of staying much the same 33; Disadvantages of
staying with existing products and customers 34;
Analysing the customers 36; Exercise 2.1 Developing
the decision making unit (DMU) 39; Building a
relationship 41; Measuring relationships: The
spidergram 44; Exercise 2.2 Customer sales review
46; Analysing products and services 47; Exercise 2.3
Product sales review 52; Critical success factors 54;
Application activities 58; Summary 58
3 Profiting from New Products and Services: 60
Selling New Products to Existing Customers
Introduction 60; The benefits of being in this sector
of the business directions map 61; How new is new?
62; Exercise 3.1 Me too products and services 63;
Where does the stimulus for change originate? 64;
Creativity and innovation 66; Critical success factors
associated with this business direction 79; Strategic
fit 84; Application activities 84; Summary 85
4 Finding New Customers for Existing Products 86
Introduction 86; Accident or design? 86; Advantages
of selling existing products to new customers 87;
Disadvantages 88; What is a customer? 89; The buying
process 91; Customer segmentation 92; Bases for
segmentation 93; Exercise 4.1 Customer/market
segmentation 95; Exercise 4.2 Features and benefits
99; Simple research 102; Communications 109;
Exercise 4.3 Networking 113; Building a sales
pyramid 114; Exercise 4.4 Analysis of lost sales 116;
Summary 116
5 Diversifying: Finding New Products and 118
Customers
Introduction 118; The push forces 118; Advantages
and disadvantages 120; Which comes first, the
product or the customer? 121; Who are the customers
and how do you find them? 122; Setting up a new
business? 126; Critical success factors 128; Application
activities 131; Summary 132
6 Financial Implications of Your Business 134
Strategy
Factors affecting the pulse of the business 134; Assess¬
ing the health and the business 136; Calculating
your break even point 144; Staying much the same
146; Adding value to existing customers through
new products or services 150; Finding new customers
for existing products 153; Diversification 156;
Exercise 6.1 Financial health check 159; Exercise
6.2 Marketing related financial health checks
159; Exercise 6.3 Decisions about the future 160;
Exercise 6.4 Pricing 161; Risk return 162; Summary
163
7 Personnel Implications of Your Business 164
Strategy
Introduction 164; Play to one s strengths 765; Exercise
7.1 Personal planning 166; Exercise 7.2 Personal
skills and strengths 168; Exercise 7.3 Self assessment
171; Strategic option 1. Staying much the same 175;
Strategic option 2. New products for existing custom¬
ers 177; Strategic option 3. Existing products to new
customers 179; Strategic option 4. New products for
new customers 183; Monitoring staff performance
187; Summary 190
8 Preparing the Marketing Action Plan 191
Introduction 191; Step 1. Where are we now? 192;
Exercise 8.1. Taking the correct action 197; Step 2.
Establish your business direction 198; Exercise 8.2
Strengths and weaknesses 199; Step 3. If you have a
clear strategic option 201; Step 4. Can you do it?
201; Step 5. A what if analysis 202; Step 6. Financial
implications 203; Step 7. Impact on personnel 205;
Step 8. Completing the plan 208
Index 223
Figures and Tables
Figures
Figure 1.1 The business bucket 13
Figure 1.2 The balance of opposing forces 16
Figure 1.3 Force field: Example applied to a fall in business 18
Figure 1.4 Personal force field 19
Figure 1.5 The business directions map 24
Figure 1.6 Getting the best business overlap 28
Figure 2.1 Typical sales curve (pop records) 36
Figure 2.2 Pile of invoices for top five clients 37
Figure 2.3 The seller, the buyer and the DMU 38
Figure 2.4 The Johari Window 42
Figure 2.5 Relationship at early stage not very productive 42
Figure 2.6 Productive relationship 42
Figure 2.7 Businessman overdoes disclosure 43
Figure 2.8 Businessman overdoes feedback 43
Figure 2.9 Example spidergram of relationships 45
Figure 2.10 The product/service as a total package 47
Figure 2.11 Typical life cycle curve 48
Figure 2.12 Extending the life of products or services 49
Figure 2.13 Misreading the life cycle 50
Figure 2.14 What total sales? 51
Figure 2.15 Typical sales (relationship) life cycles 53
Figure 2.16 Customer service analysis 55
Figure 3.1 Sources of innovation 62
Figure 3.2 Creativity and innovation 67
Figure 3.3 Attribute listing (an example) 68
Figure 3.4 The ideas matrix 71
Figure 3.5 The ideas cube 72
Figure 4.1 The buying process 91
1
Figure 4.2 Changing a feature to a benefit 98
Figure 4.3 Benefit analysis for window cleaner 98
Figure 4.4 Bases for segmentation 101
Figure 4.5 Segmenting the market 102
Figure 4.6 Choosing the best customer segment 107
Figure 4.7 Criteria for a good advertisement 110
Figure 4.8 The networking concept 112
Figure 4.9 Example of the sales pyramid 115
Figure 4.10a An efficient sales organization 115
Figure 4.10b An inefficient sales organization 115
Figure 5.1 The directions map and alternative strategies 119
Figure 6.1 Sales of a small consulting business (1992 4) 137
Figure 6.2 12 month rolling sales (1993 4) 137
Figure 6.3 Example break even point 145
Figure 6.4 Risks involved in diversification 156
Figure 7.1 Relationship between the business, the
manager and the workforce 164
Figure 7.2 The sales pyramid 180
Figure 7.3 The networking concept 181
Figure 7.4 Example of training plan 186
Figure 7.5 Pay structure of job 189
Figure 8.1 Marketing action plan 193
Figure 8.2 Why? diagram 198
Tables
Table 3.1 Example of competitive analysis 68
Table 6.1 Effects of price reductions 140
Table 6.2 Cash flow of investment 157
Table 6.3 Present value table 157
Table 6.4 Net present value 158
Table 7.1 Model of management types 169
Table 7.2 The seven point plan 184
|
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| author | Vyakarnam, Shailendra Leppard, John W. |
| author_facet | Vyakarnam, Shailendra Leppard, John W. |
| author_role | aut aut |
| author_sort | Vyakarnam, Shailendra |
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| bvnumber | BV012904988 |
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV012904988 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:35:46Z |
| institution | BVB |
| isbn | 0749413131 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008783583 |
| oclc_num | 59816379 |
| open_access_boolean | |
| owner | DE-384 |
| owner_facet | DE-384 |
| physical | 225 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | Business enterprise |
| spelling | Vyakarnam, Shailendra Verfasser aut A marketing action plan for the growing business Shailendra Vyakarnam ; John W. Leppard 1. publ. London Kogan Page 1995 225 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Business enterprise Bedrijfsplanning gtt Strategische planning gtt Marketing Small business Management Unternehmenswachstum (DE-588)4078620-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Unternehmenswachstum (DE-588)4078620-1 s Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Leppard, John W. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008783583&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Vyakarnam, Shailendra Leppard, John W. A marketing action plan for the growing business Bedrijfsplanning gtt Strategische planning gtt Marketing Small business Management Unternehmenswachstum (DE-588)4078620-1 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4078620-1 (DE-588)4037589-4 (DE-588)4124261-0 |
| title | A marketing action plan for the growing business |
| title_auth | A marketing action plan for the growing business |
| title_exact_search | A marketing action plan for the growing business |
| title_full | A marketing action plan for the growing business Shailendra Vyakarnam ; John W. Leppard |
| title_fullStr | A marketing action plan for the growing business Shailendra Vyakarnam ; John W. Leppard |
| title_full_unstemmed | A marketing action plan for the growing business Shailendra Vyakarnam ; John W. Leppard |
| title_short | A marketing action plan for the growing business |
| title_sort | a marketing action plan for the growing business |
| topic | Bedrijfsplanning gtt Strategische planning gtt Marketing Small business Management Unternehmenswachstum (DE-588)4078620-1 gnd Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Bedrijfsplanning Strategische planning Marketing Small business Management Unternehmenswachstum Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008783583&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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