Marketing plans for service businesses: a complete guide
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam [u.a.]
Elsevier
2006
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | 1. Aufl. u.d.T.: McDonald, Malcolm: Marketing planning for services. - 3. Aufl. u.d.T.: McDonald, Malcolm: Marketing plans for services |
| Physical Description: | XIV, 401 S. Ill., graph. Darst. |
| ISBN: | 075066746x 9780750667463 |
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| adam_text | Contents
Preface vii
The structure of this book and how to use it ix
List of figures xi
1 Marketing and services 1
2 The nature of services marketing 17
3 Marketing planning for services: the process 37
4 Marketing planning for services: the problems 49
5 Marketing planning Phase One: the strategic context 63
6 Marketing planning Phase Two: the situation review (Part 1) 87
7 Marketing planning Phase Two: the situation review (Part 2) 115
8 Marketing planning Phase Three: marketing strategy
formulation 147
9 Marketing planning Phase Four: resource allocation,
monitoring and detailed planning (Part 1: The Budget,
the Service Product Plan and the Communications Plan) 169
10 Marketing planning Phase Four: resource allocation,
monitoring and detailed planning (Part 2: Price, Place,
People, Processes and Customer Service) 207
11 Organizing for marketing planning 235
12 A step by step marketing planning system for services 271
Examples of marketing plans 331
Glossary of marketing planning terms 379
References 387
Index 393
List of figures
1.1 Marketing: a matching process
1.2 Overview of marketing map
1.3 Define markets and understand value
1.4 Determine value proposition
1.5 Deliver the service value proposition
1.6 Rethinking the sales process for service businesses
1.7 Monitor value
1.8 Summary of marketing map
2.1 Continuum of tangible intangible possibilities
2.2 Nature of service matrix
2.3 Style of relationship matrix
2.4 Customization and staff judgement matrix
2.5 Supply and demand matrix
2.6 Service delivery matrix
2.7 The marketing process
2.8 General development pattern of marketing approaches
2.9 Retaining customers pays off
2.10 Relationship marketing a broadened view of markets
2.11 Relationship marketing network diagram for a major international
airline
2.12 The service product and the product surround
3.1 Strengths and weaknesses of alternative marketing planning models
3.2 Relationship between corporate objective and strategies
3.3 Ansoff matrix
4.1 Britain s top companies (Management Today)
4.2 Britain s top companies
4.3 A major retailer
4.4 Integration of corporate planning, strategic marketing planning
and tactical marketing planning
4.5 What should appear in a services strategic marketing plan
5.1 Key audiences and their expectations in a bank
5.2 The generic mission statement
5.3 Bain Company mission statement
5.4 Organizational statement of philosophy for IBM
5.5 IBM mission statement and areas of business operation
5.6 The BA Way
5.7 DHL mission statement
5.8 Human resource mission statement
5.9 The realizable mission
5.10 Mission statement and the hierarchy of objectives and strategies
5.11 Different types of organizational focus
6.1 The constituent parts of the marketing audit
xii List of figures
6.2 Simplified insurance market map
6.3 Market map airline seats
6.4 Finished market map
6.5 Major approaches to services market segmentation
6.6 Levels of segmentation emphasis
6.7 Some market definitions
6.8 Micro segments
6.9 Concluding segmentation structure for your selected market
6.10 GlobalTech s segments
6.11 Differences in attitude between segments
6.12 Loyalty to GlobalTech by segment
6.13 Segment attractiveness for GlobalTech
6.14 Key questions to consider in determining market segments
7.1 Example of competitive advantage calculation
7.2 Strategic forces impacting on service organizations
7.3 The danger of current focus
7.4 Starbucks T Mobile Hot Spot Service
7.5 Comparison of service features
7.6 Example of comparative analysis a software company
7.7 Example of levels of positioning for a bank
7.8 Example of a positioning map
7.9 Examples of positioning strategies
7.10 The life cycle curve
7.11 Diffusion of innovation curve
7.12 Product life cycle at total market and an individual retailer s level
7.13 Life cycle illustrating the potential advantage of entering a market
early
7.14 How successive services can add to sales growth
7.15 Marketing audit checklist for services (expanded)
7.16 Marketing audit questions for an accounting firm
7.17 Strategic planning exercise (SWOT analysis)
7.18 Example of the traditional layout for a SWOT analysis
7.19 Summary of a partial SWOT analysis for a bank
7.20 Risk analysis matrix for opportunities and threats
7.21 Example of approach for analysing key assumptions
8.1 Ansoff matrix
8.2 Gap analysis
8.3 The directional policy matrix
8.4 Directional policy matrix for a financial services company
8.5 Ranking market attractiveness and competitive position
8.6 Illustrative portfolio matrix for a retailer
8.7 Directional policy matrices for three types of company
8.8 Cash generating capabilities of three types of company
8.9 Multiple factors matrix generic strategies
8.10 Other functional guidelines suggested by portfolio matrix analysis
8.11 The Porter matrix
8.12 Cost effective service development
8.13 Profit improvement options
8.14 Marketing objectives and marketing strategies for a service business
8.15 Summary of typical marketing strategies for a service business
List or ngures xm
8.16 Response functions for different marketing mixes
8.17 The alternative mixes process for a large services company
9.1 The organizational output
9.2 Examples of well established brands in various service sectors
9.3 Defining a promotion and distribution strategy
9.4 Map of the marketing domain
9.5 Delivering value a map of marketing operations
9.6 Rethinking the sales process for service businesses
9.7 Towards a viable CRM structure
9.8 The Sunlovers
9.9 John and Mary Lively
9.10 Stages of communications
9.11 Buying influences and customer size
9.12 Sources of information
9.13 Different roles of advertising
9.14 The need for advertising objectives
9.15 Key steps in determining advertising activity
9.16 Diffusion of innovation curve
9.17 Targets of sales promotions
9.18 Types of sales promotion
9.19 Key elements of a sales promotion plan
9.20 Main publics for a university
9.21 Personal contact functions in services
9.22 Typical salesperson activities
9.23 Formula for deriving the size of the sales force
9.24 Example of salesperson s plan
10.1 Elastic and inelastic demand for services
10.2 Experience curve for electronic banking
10.3 Value based pricing
10.4 Factors to consider in the pricing plan
10.5 Channel options for service companies
10.6 Choosing channels the value curve
10.7 Channel chain analysis: the PC market
10.8 Employees and their influence on customers
10.9 Example of service positioning through changing complexity and
divergency (a management training consultancy)
10.10 Potential sources of conflict between operations and marketing on
operational issues
10.11 Illustration of key elements of customer service
10.12 The marketing mix prism
11.1 Myths and realities about databases
11.2 Problems of reconciling internal and external market audits
11.3 Examples of business objectives and segmentation methods
11.4 Information flows in a marketing system
11.5 Focus of reactive marketing research
11.6 Focus of non reactive marketing research
11.7 The organizational life line
11.8 Approaches to marketing planning for different stages of evolution
11.9 Centralized marketing, separate operating units
11.10 Decentralized marketing
xiv List of figures
11.11 The specificity versus duplication balance in marketing planning
11.12 A matrix organization for a training and consulting firm
11.13 Hierarchy of audits
11.14 Strategic and operational planning hierarchy
11.15 Strategic and operational planning hierarchy in detail
11.16 Broad guidelines to the degree of marketing plan formality
11.17 The marketing planning time cycle
11.18 The marketing planning cycle overview
11.19 Strategic and operational planning cycle
11.20 Some possible types of organizational orientation
11.21 The learning/change process
12.1 Marketing planning for competitive advantage
12.2 Prioritization of objectives
12.3 Principal marketing tools which can be utilized at different phases
of the marketing planning process
12.4 Main steps in the planning process
12.5 Marketing planning timetable
12.6 Summary of SBU performance
12.7 Summary of financial projections
12.8 Ranking approach to critical success factors (CSFs)
12.9 Competitor analysis audit
12.10 Portfolio summary matrix
12.11 Market attractiveness measurement
12.12 Step 1: Rank market attractiveness
12.13 Step 2: Rank business strengths
12.14 Step 3: Identify present and future sales turnover and position on
matrix
12.15 Strategic and operational planning cycle
|
| adam_txt |
Contents
Preface vii
The structure of this book and how to use it ix
List of figures xi
1 Marketing and services 1
2 The nature of services marketing 17
3 Marketing planning for services: the process 37
4 Marketing planning for services: the problems 49
5 Marketing planning Phase One: the strategic context 63
6 Marketing planning Phase Two: the situation review (Part 1) 87
7 Marketing planning Phase Two: the situation review (Part 2) 115
8 Marketing planning Phase Three: marketing strategy
formulation 147
9 Marketing planning Phase Four: resource allocation,
monitoring and detailed planning (Part 1: The Budget,
the Service Product Plan and the Communications Plan) 169
10 Marketing planning Phase Four: resource allocation,
monitoring and detailed planning (Part 2: Price, Place,
People, Processes and Customer Service) 207
11 Organizing for marketing planning 235
12 A step by step marketing planning system for services 271
Examples of marketing plans 331
Glossary of marketing planning terms 379
References 387
Index 393
List of figures
1.1 Marketing: a matching process
1.2 Overview of marketing map
1.3 Define markets and understand value
1.4 Determine value proposition
1.5 Deliver the service value proposition
1.6 Rethinking the sales process for service businesses
1.7 Monitor value
1.8 Summary of marketing map
2.1 Continuum of tangible intangible possibilities
2.2 Nature of service matrix
2.3 Style of relationship matrix
2.4 Customization and staff judgement matrix
2.5 Supply and demand matrix
2.6 Service delivery matrix
2.7 The marketing process
2.8 General development pattern of marketing approaches
2.9 Retaining customers pays off
2.10 Relationship marketing a broadened view of markets
2.11 Relationship marketing network diagram for a major international
airline
2.12 The 'service product' and the product surround
3.1 Strengths and weaknesses of alternative marketing planning models
3.2 Relationship between corporate objective and strategies
3.3 Ansoff matrix
4.1 Britain's top companies (Management Today)
4.2 Britain's top companies
4.3 A major retailer
4.4 Integration of corporate planning, strategic marketing planning
and tactical marketing planning
4.5 What should appear in a services strategic marketing plan
5.1 Key audiences and their expectations in a bank
5.2 The generic mission statement
5.3 Bain Company mission statement
5.4 Organizational statement of philosophy for IBM
5.5 IBM mission statement and areas of business operation
5.6 "The BA Way'
5.7 DHL mission statement
5.8 Human resource mission statement
5.9 The 'realizable' mission
5.10 Mission statement and the hierarchy of objectives and strategies
5.11 Different types of organizational focus
6.1 The constituent parts of the marketing audit
xii List of figures
6.2 Simplified insurance market map
6.3 Market map airline seats
6.4 Finished market map
6.5 Major approaches to services market segmentation
6.6 Levels of segmentation emphasis
6.7 Some market definitions
6.8 Micro segments
6.9 Concluding segmentation structure for your selected market
6.10 GlobalTech's segments
6.11 Differences in attitude between segments
6.12 Loyalty to GlobalTech by segment
6.13 Segment attractiveness for GlobalTech
6.14 Key questions to consider in determining market segments
7.1 Example of competitive advantage calculation
7.2 Strategic forces impacting on service organizations
7.3 The danger of 'current focus'
7.4 Starbucks' 'T Mobile Hot Spot Service'
7.5 Comparison of service features
7.6 Example of comparative analysis a software company
7.7 Example of levels of positioning for a bank
7.8 Example of a positioning map
7.9 Examples of positioning strategies
7.10 The life cycle curve
7.11 Diffusion of innovation curve
7.12 Product life cycle at total market and an individual retailer's level
7.13 Life cycle illustrating the potential advantage of entering a market
early
7.14 How successive services can add to sales growth
7.15 Marketing audit checklist for services (expanded)
7.16 Marketing audit questions for an accounting firm
7.17 Strategic planning exercise (SWOT analysis)
7.18 Example of the traditional layout for a SWOT analysis
7.19 Summary of a partial SWOT analysis for a bank
7.20 Risk analysis matrix for opportunities and threats
7.21 Example of approach for analysing key assumptions
8.1 Ansoff matrix
8.2 Gap analysis
8.3 The directional policy matrix
8.4 Directional policy matrix for a financial services company
8.5 Ranking market attractiveness and competitive position
8.6 Illustrative portfolio matrix for a retailer
8.7 Directional policy matrices for three types of company
8.8 Cash generating capabilities of three types of company
8.9 Multiple factors matrix generic strategies
8.10 Other functional guidelines suggested by portfolio matrix analysis
8.11 The Porter matrix
8.12 Cost effective service development
8.13 Profit improvement options
8.14 Marketing objectives and marketing strategies for a service business
8.15 Summary of typical marketing strategies for a service business
List or ngures xm
8.16 Response functions for different marketing mixes
8.17 The alternative mixes process for a large services company
9.1 The organizational output
9.2 Examples of well established brands in various service sectors
9.3 Defining a promotion and distribution strategy
9.4 Map of the marketing domain
9.5 Delivering value a map of marketing operations
9.6 Rethinking the sales process for service businesses
9.7 Towards a viable CRM structure
9.8 The Sunlovers
9.9 John and Mary Lively
9.10 Stages of communications
9.11 Buying influences and customer size
9.12 Sources of information
9.13 Different roles of advertising
9.14 The need for advertising objectives
9.15 Key steps in determining advertising activity
9.16 Diffusion of innovation curve
9.17 Targets of sales promotions
9.18 Types of sales promotion
9.19 Key elements of a sales promotion plan
9.20 Main publics for a university
9.21 Personal contact functions in services
9.22 Typical salesperson activities
9.23 Formula for deriving the size of the sales force
9.24 Example of salesperson's plan
10.1 Elastic and inelastic demand for services
10.2 Experience curve for electronic banking
10.3 Value based pricing
10.4 Factors to consider in the pricing plan
10.5 Channel options for service companies
10.6 Choosing channels the value curve
10.7 Channel chain analysis: the PC market
10.8 Employees and their influence on customers
10.9 Example of service positioning through changing complexity and
divergency (a management training consultancy)
10.10 Potential sources of conflict between operations and marketing on
operational issues
10.11 Illustration of key elements of customer service
10.12 The marketing mix 'prism'
11.1 Myths and realities about databases
11.2 Problems of reconciling internal and external market audits
11.3 Examples of business objectives and segmentation methods
11.4 Information flows in a marketing system
11.5 Focus of reactive marketing research
11.6 Focus of non reactive marketing research
11.7 The organizational life line
11.8 Approaches to marketing planning for different stages of evolution
11.9 Centralized marketing, separate operating units
11.10 Decentralized marketing
xiv List of figures
11.11 The specificity versus duplication balance in marketing planning
11.12 A matrix organization for a training and consulting firm
11.13 Hierarchy of audits
11.14 Strategic and operational planning hierarchy
11.15 Strategic and operational planning hierarchy in detail
11.16 Broad guidelines to the degree of marketing plan formality
11.17 The marketing planning time cycle
11.18 The marketing planning cycle overview
11.19 Strategic and operational planning cycle
11.20 Some possible types of organizational orientation
11.21 The learning/change process
12.1 Marketing planning for competitive advantage
12.2 Prioritization of objectives
12.3 Principal marketing tools which can be utilized at different phases
of the marketing planning process
12.4 Main steps in the planning process
12.5 Marketing planning timetable
12.6 Summary of SBU performance
12.7 Summary of financial projections
12.8 Ranking approach to critical success factors (CSFs)
12.9 Competitor analysis audit
12.10 Portfolio summary matrix
12.11 Market attractiveness measurement
12.12 Step 1: Rank market attractiveness
12.13 Step 2: Rank business strengths
12.14 Step 3: Identify present and future sales turnover and position on
matrix
12.15 Strategic and operational planning cycle |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 2. ed. |
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| id | DE-604.BV021637101 |
| illustrated | Illustrated |
| index_date | 2024-07-02T14:58:58Z |
| indexdate | 2024-07-09T20:40:30Z |
| institution | BVB |
| isbn | 075066746x 9780750667463 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014851932 |
| oclc_num | 65187125 |
| open_access_boolean | |
| owner | DE-1050 DE-1049 DE-M347 |
| owner_facet | DE-1050 DE-1049 DE-M347 |
| physical | XIV, 401 S. Ill., graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Elsevier |
| record_format | marc |
| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut Marketing plans for service businesses a complete guide Malcolm McDonald and Adrian Payne 2. ed. Amsterdam [u.a.] Elsevier 2006 XIV, 401 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier 1. Aufl. u.d.T.: McDonald, Malcolm: Marketing planning for services. - 3. Aufl. u.d.T.: McDonald, Malcolm: Marketing plans for services Service industries Marketing Service industries Planning Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Dienstleistungsbetrieb (DE-588)4012181-1 s Marketingkonzept (DE-588)4120696-4 s DE-604 Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s 1\p DE-604 Marketingmanagement (DE-588)4168907-0 s 2\p DE-604 Payne, Adrian Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014851932&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 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | McDonald, Malcolm 1938- Payne, Adrian Marketing plans for service businesses a complete guide Service industries Marketing Service industries Planning Marketingmanagement (DE-588)4168907-0 gnd Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd Marketingkonzept (DE-588)4120696-4 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4012178-1 (DE-588)4037589-4 (DE-588)4120696-4 (DE-588)4012181-1 |
| title | Marketing plans for service businesses a complete guide |
| title_auth | Marketing plans for service businesses a complete guide |
| title_exact_search | Marketing plans for service businesses a complete guide |
| title_exact_search_txtP | Marketing plans for service businesses a complete guide |
| title_full | Marketing plans for service businesses a complete guide Malcolm McDonald and Adrian Payne |
| title_fullStr | Marketing plans for service businesses a complete guide Malcolm McDonald and Adrian Payne |
| title_full_unstemmed | Marketing plans for service businesses a complete guide Malcolm McDonald and Adrian Payne |
| title_short | Marketing plans for service businesses |
| title_sort | marketing plans for service businesses a complete guide |
| title_sub | a complete guide |
| topic | Service industries Marketing Service industries Planning Marketingmanagement (DE-588)4168907-0 gnd Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd Marketingkonzept (DE-588)4120696-4 gnd Dienstleistungsbetrieb (DE-588)4012181-1 gnd |
| topic_facet | Service industries Marketing Service industries Planning Marketingmanagement Dienstleistung Marketing Marketingkonzept Dienstleistungsbetrieb |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014851932&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mcdonaldmalcolm marketingplansforservicebusinessesacompleteguide AT payneadrian marketingplansforservicebusinessesacompleteguide |