The marketing plan:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
Wiley
1998
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | X, 341 S. Ill., graph. Darst. |
| ISBN: | 0471180335 |
Staff View
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV012911906 | ||
| 003 | DE-604 | ||
| 005 | 20000126 | ||
| 007 | t | ||
| 008 | 991216s1998 ad|| |||| 00||| eng d | ||
| 020 | |a 0471180335 |9 0-471-18033-5 | ||
| 035 | |a (OCoLC)36589225 | ||
| 035 | |a (DE-599)BVBBV012911906 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-473 | ||
| 050 | 0 | |a HF5415.13 | |
| 082 | 0 | |a 658.8/02 |2 21 | |
| 084 | |a QP 612 |0 (DE-625)141909: |2 rvk | ||
| 100 | 1 | |a Cohen, William A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The marketing plan |c William A. Cohen |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a New York [u.a.] |b Wiley |c 1998 | |
| 300 | |a X, 341 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Bedrijfsplanning |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Planung |0 (DE-588)4046235-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmensplanung |0 (DE-588)4078609-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategische Planung |0 (DE-588)4309237-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Unternehmensplanung |0 (DE-588)4078609-2 |D s |
| 689 | 0 | 2 | |a Strategische Planung |0 (DE-588)4309237-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | 1 | |a Planung |0 (DE-588)4046235-3 |D s |
| 689 | 1 | |8 1\p |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788843&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-008788843 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Record in the Search Index
| _version_ | 1804127598687551488 |
|---|---|
| adam_text | Contents PROLOGUE /I
The Marketing Plan Mystique /I
The Marketing Plan Is Essential for Every Business Operation /I
What a Marketing Plan Will Do for You /2
The Marketing Plan Acts as a Road Map /2
The Marketing Plan Assists in Management Control and Implementation of
Strategy /2
The Marketing Plan Informs New Participants of Their Roles and
Functions /3
The Marketing Plan Plots the Acquisition of Resources for
Implementation /3
The Marketing Plan Stimulates Thinking and Makes Better Use of
Resources /3
The Marketing Plan Assigns Responsibilities, Tasks, and Timing /4
The Marketing Plan Predicts Problems, Opportunities, and Threats /4
Getting in a Competitive Position Before You Start /4
Types of Marketing Plans /5
The New Product Plan /5
Annual Marketing Plans /5
Summary /6
CHAPTER 1
STEP 1: PLANNING THE DEVELOPMENT OF A MARKETING
PLAN 17
The Structure of the Marketing Plan II
The Executive Summary /9
The Table of Contents /9
Introduction /10
Situational Analysis /10
The Target Market /11
Problems and Opportunities /12
Marketing Goals and Objectives /12
Marketing Strategy /13
Marketing Tactics /13
Implementation and Control l 3
The Summary /13
Keeping Your Material Organized /15
Summary /15
vli
Vlii CONTENTS
CHAPTER 2
STEP 2: SCANNING TOUR ENVIRONMENT /17
The Introduction /17
The Situational Analysis /19
Target Market /19
Media Habits /27
Organizational Buyers 121
Competition 121
Resources of the Firm /28
Technological Environment /28
Economic Environment /28
Political Environment /28
Legal and Regulatory Environment /28
Social and Cultural Environment /29
Other Important Environmental Aspects /29
Problems and Opportunities /29
Sources of Information for Completing the Environmental Questions Form /29
Primary Research /30
Summary /31
CHAPTER 3
STEP 3: ESTABLISHING GOALS AND OBJECTIVES /32
Establishing Objectives /32
Goals /34
The Concept of Competitive or Differential Advantage /36
Summary /38
CHAPTER 4
STEP 4: DEVELOPING MARKETING STRATEGY /39
The Strategy Pyramid /39
Strategic Marketing Management /41
The Four Cell Portfolio Matrix for Decision Making in SMM /41
Product Life Cycle Analysis /46
The Introductory Stage /47
Growth /47
Maturity /47
Decline /48
Locating the Product in its Product Life Cycle /48
Developing Strategies for the Products in Each Stage of the Product Life
Cycle /53
Alternative Strategies for the Marketing Plan /54
New Market Penetration /54
Market Share Expansion /56
Entrenchment /58
Withdrawal /59
Summary /60
CHAPTER 5
STEP 5: DEVELOPING MARKETING TACTICS /61
Manipulating the Controllable Variables /61
CONTENTS iX
Product /61
Price /62
Place /64
Promotion /65
Manipulating Marketplace Environs /67
Tactical Questions for the Marketing Plan /69
Summary /69
CHAPTER 6
STEP 6: FORECASTING FOR YOUR MARKETING PLAN /74
The Difference Between Market Potential, Sales Potential, and Sales
Forecast /75
Finding Market Potential /75
The Index Method of Calculating Market Potential /76
Bottom Up and Top Down Sales Forecasting /77
Executive Judgment /77
Sales Force Composite /77
Trend Projections /78
Industry Survey /78
Regression Analyses /79
Intention to Buy Survey /79
Exponential Smoothing /79
Leading Indicators /79
Which Method to Use /80
You Need More Information for Your Forecast /80
The Project Development Schedule /81
The Break Even Analysis /81
The Balance Sheet, Projected Profit and Loss Statement, and Cash Flow
Projections /84
Summary /88
CHAPTER 7
STEP 7: CALCULATING IMPORTANT FINANCIAL RATIOS FOR
TOUR MARKETING PLAN /89
Measures of Liquidity /89
The Current Ratio /89
The Acid Test, or Quick, Ratio /91
Average Collection Period /91
Inventory Turnover /92
Profitability Measures /93
Asset Earning Power /93
Return on the Owner s Equity /93
Net Profit on Sales /94
Investment Turnover /94
Return on Investment (ROI) /94
Sources of Ratio Analyses from All Industries /95
Summary /98
CHAPTER 8
STEP 8: PRESENTING THE MARKETING PLAN /99
The Marketing Plan as a Product /99
X CONTENTS
The Formal Presentation /100
Preparing for Your Presentation /I01
Planning for Visual Aids /102
The Practice Sequence /102
The Importance of Controlling Your Time /105
Questions and Answers and How to Prepare for Them /107
Use of the Mental Visualization Technique /107
The Keys to Success for Marketing Plan Presentations /108
Summary /109
CHAPTER 9
STEP 9: IMPLEMENTATION /111
APPENDIX A
SAMPLE MARKETING PLANS /113
Al. Excel Aire /115
A2. Marketing Plan for Professional Fitness /140
A3. LKJ Construction Company Marketing Plan for Entry into the Healthcare
Construction Sector /178
A4. A Farmer s Market /200
A5. Playland Preschool /225
A6. Compuware, Inc. /247
A7. Sneakpeek: A Student s Guide to University Courses /270
APPENDIX B
SOURCES OF SECONDARY RESEARCH /307
APPENDIX C
EXAMPLES OF SIMPLE MARKETING RESEARCH AND A
MARKETING RESEARCH CHECKLIST /323
APPENDIX D
HOW TO LEAD A TEAM /327
INDEX 337
|
| any_adam_object | 1 |
| author | Cohen, William A. |
| author_facet | Cohen, William A. |
| author_role | aut |
| author_sort | Cohen, William A. |
| author_variant | w a c wa wac |
| building | Verbundindex |
| bvnumber | BV012911906 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 612 |
| ctrlnum | (OCoLC)36589225 (DE-599)BVBBV012911906 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01830nam a2200493 c 4500</leader><controlfield tag="001">BV012911906</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20000126 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">991216s1998 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0471180335</subfield><subfield code="9">0-471-18033-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)36589225</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV012911906</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-473</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.13</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/02</subfield><subfield code="2">21</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 612</subfield><subfield code="0">(DE-625)141909:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Cohen, William A.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The marketing plan</subfield><subfield code="c">William A. Cohen</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York [u.a.]</subfield><subfield code="b">Wiley</subfield><subfield code="c">1998</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">X, 341 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Bedrijfsplanning</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Planung</subfield><subfield code="0">(DE-588)4046235-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Unternehmensplanung</subfield><subfield code="0">(DE-588)4078609-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Strategische Planung</subfield><subfield code="0">(DE-588)4309237-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Unternehmensplanung</subfield><subfield code="0">(DE-588)4078609-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Strategische Planung</subfield><subfield code="0">(DE-588)4309237-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Planung</subfield><subfield code="0">(DE-588)4046235-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788843&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-008788843</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| id | DE-604.BV012911906 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:35:54Z |
| institution | BVB |
| isbn | 0471180335 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008788843 |
| oclc_num | 36589225 |
| open_access_boolean | |
| owner | DE-473 DE-BY-UBG |
| owner_facet | DE-473 DE-BY-UBG |
| physical | X, 341 S. Ill., graph. Darst. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | Wiley |
| record_format | marc |
| spelling | Cohen, William A. Verfasser aut The marketing plan William A. Cohen 2. ed. New York [u.a.] Wiley 1998 X, 341 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Bedrijfsplanning gtt Marketing gtt Marketing Management Planung (DE-588)4046235-3 gnd rswk-swf Unternehmensplanung (DE-588)4078609-2 gnd rswk-swf Strategische Planung (DE-588)4309237-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Unternehmensplanung (DE-588)4078609-2 s Strategische Planung (DE-588)4309237-8 s DE-604 Planung (DE-588)4046235-3 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788843&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Cohen, William A. The marketing plan Bedrijfsplanning gtt Marketing gtt Marketing Management Planung (DE-588)4046235-3 gnd Unternehmensplanung (DE-588)4078609-2 gnd Strategische Planung (DE-588)4309237-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4046235-3 (DE-588)4078609-2 (DE-588)4309237-8 (DE-588)4037589-4 |
| title | The marketing plan |
| title_auth | The marketing plan |
| title_exact_search | The marketing plan |
| title_full | The marketing plan William A. Cohen |
| title_fullStr | The marketing plan William A. Cohen |
| title_full_unstemmed | The marketing plan William A. Cohen |
| title_short | The marketing plan |
| title_sort | the marketing plan |
| topic | Bedrijfsplanning gtt Marketing gtt Marketing Management Planung (DE-588)4046235-3 gnd Unternehmensplanung (DE-588)4078609-2 gnd Strategische Planung (DE-588)4309237-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Bedrijfsplanning Marketing Marketing Management Planung Unternehmensplanung Strategische Planung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008788843&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT cohenwilliama themarketingplan |