Marketing planning guide: [the classic guide to developing a marketing plan, completely updated!]
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Binghamton, NY
Best Business Books
2006
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Table of contents Inhaltsverzeichnis |
| Physical Description: | XIII, 362 S. graph. Darst. |
| ISBN: | 9780789023377 0789023377 0789023385 9780789023384 |
Staff View
MARC
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| adam_text | CONTENTS
About the Authors xi
Preface xiii
PART I: INTRODUCTION TO MARKETING PLANNING
Chapter 1. The Importance of Marketing Planning 3
Marketing Planning in Action: Starbucks 3
Introduction 4
What Is Marketing? 5
What Is Planning? 8
Planning s Place in the Organization 11
The Marketing Planning Process 13
The Marketing Plan Format 16
Summary 18
Chapter 2. Organizational Considerations in Marketing
Planning 19
Marketing Planning in Action: Simple Is Best 19
Introduction 20
Organizational Purpose 20
Organizational Objectives and Strategies 22
Organizing for Planning 26
Organizational Structure 27
Coordination and the Planning Process 32
Organizational Structure and Market Responsiveness 36
Summary 36
Chapter 3. Database Marketing Planning: Getting
Needed Information 39
Marketing Planning in Action: Hyundai Motor Company 39
Introduction 40
Database Marketing 40
Marketing Research 44
Decision Making 45
Types of Data 48
Steps in a Marketing Research Project 49
Summary 58
PART II: SITUATION ANALYSIS
Chapter 4. Product/Market Analysis 61
Marketing Planning in Action: Napster and the Advent
of Music File Sharing 61
Introduction 62
Environmental Scanning 62
The Strategic Implications of Product/Market Analysis 65
Sales Analysis 71
Cost Analysis 74
Summary 80
Chapter 5. Consumer Analysis 81
Marketing Planning in Action: The Antiaging Movement 81
Introduction 82
Market Segmentation 83
Psychographics/Lifestyle Segmentation 88
Market Grid Analysis 91
Market Potential 100
Summary 104
Chapter 6. Competitive Analysis 105
Marketing Planning in Action: The Package Delivery
Industry 105
Introduction 106
The Concept of Competitive Advantage 106
Purpose of Competitive Analysis 108
Competitive Forces and Advantages 111
Summary 122
Chapter 7. Opportunity Analysis 123
Marketing Planning in Action: Reinventing Barbie 123
Introduction 124
Problems versus Opportunities 124
Internal Factors 125
Other Factors 129
Ranking Opportunities 131
Summary 132
PART III: OBJECTIVES
Chapter 8. Marketing Objectives 135
Marketing Planning in Action: Kodak 135
Introduction 136
What Are Objectives? 136
Alternatives to Managing by Objectives 137
Characteristics of Good Objectives 138
Types of Objectives Included in a Marketing Plan 141
Using Situation Analysis Data to Set Objectives 144
Summary 145
PART IV: STRATEGY, STRATEGY VARIABLES,
AND FINANCIAL IMPACT
Chapter 9. Marketing Strategy Development 149
Marketing Planning in Action: Mercedes 149
Introduction 150
What Is Strategy? 150
! Elements of Marketing Strategy 151
Alternate Marketing Strategies 155
Factors Influencing the Strategy Selected 159
Summary 161
Chapter 10. Product Decisions 163
Market Planning in Action: DuPont 163
Introduction 164
Product: The First Component of the Marketing Mix 164
What Is a Product? 165
Product Positioning Strategies 166
Quality and Value Based Marketing 168
Service Strategy 171
Improving Customer Perceptions of Service Quality 172
New Product Development Decisions 173
i
Changing Existing Products 178
Product Line Decisions 179
Branding Decisions 180
Packaging and Labeling Decisions 181
Summary 182
Chapter 11. Place Decisions 185
Marketing Planning in Action: The Changing Face
of Retail Stores 185
Introduction 186
Who Will Be Channel Captain? 187
Which Type of Channel Should Be Used? 189
Which Kind of Middlemen Should Be Used? 191
Market Exposure Decisions 192
Transportation and Storage Decisions 194
The Physical Distribution Concept 196
Summary 197
Chapter 12. Promotion Decisions 199
Marketing Planning in Action: Product Placement 199
Introduction 200
Target Audience Decisions 201
Promotional Methods Decisions 202
Media Decisions 203
Message Content Decisions 206
Personal Selling Strategy Decisions 210
Sales Promotion Decisions 213
Publicity Decisions 214
Promotional Budgeting Decisions 215
Summary 216
Chapter 13. Price Decisions 217
Marketing Planning in Action: Hotel Price Guarantees 217
Introduction 218
Price Level Decisions 218
Price Determination 219
New Product Pricing Decisions 225
Pricing Policy Decisions 226
Summary 229
Chapter 14. The Financial Impact of Marketing Strategies 231
Marketing Planning in Action: Razor Wars 231
Introduction 232
Pro Forma Income Statement 232
Pro Forma Forecast 234
Pro Forma Cost Forecast 237
Return on Investment 238
Strategy Revisions and Contingency Plans 240
Summary 241
PART V: IMPLEMENTING AND CONTROLLING
THE MARKETING PLAN
2 Chapter 15. Marketing Plan Implementation 245
Marketing Planning in Action: The Fluctuating Popularity
of the Hummer 245
Introduction 246
Implementation Skills 246
Integrating a Societal Marketing Orientation Throughout
the Organization 247
Transition from Strategy to Tactics 250
Summary 253
: Chapter 16. Monitoring and Controlling the Marketing
Plan 255
Marketing Planning in Action: Reinvigorating Levi Strauss 255
Introduction 256
Integration of Planning and Control 257
Timing of Information Flows 258
Performance Evaluation and Control 258
Establishing Procedures 265
Summary 265
PART VI: PLANNING ANALYSIS
Chapter 17. The Marketing Planning Audit 269
Marketing Planning in Action: Johnson Johnson 269
Introduction 270
The Planning Audit 270
Audit Personnel 271
Objective, Scope, and Breadth of Audit 272
Audit Data arid Reporting Format 276
Increasing the Level of Sophistication in Planning 276
Summary 277
Appendix A. Worksheets 279
Chapter 1: Getting Started 279
Chapter 2: Organizational Consideration 281
Chapter 3: Informational Needs 282
Chapter 4: Product/Market Analysis 284
Chapter 5: Consumer Analysis 286
Chapter 6: Competitive Analysis 288
Chapter 7: Summary of Situation Analysis 290
Chapter 8: Marketing Objectives 292
Chapter 9: Marketing Strategy Development 293
Chapter 10: Product Decisions 295
Chapter 11: Place Decisions 298
Chapter 12: Promotion Decisions , 300
Chapter 13: Price Decisions 306
Chapter 14: Financial Impact 308
Chapter 15: Plan Implementation 310
Chapter 16: Marketing Control 313
Chapter 17: Marketing Planning Audit 315
Appendix B. Sample Marketing Plan: Water Oriented
Recreation Park 321
Situation Analysis 321
Objectives 326
Strategy 327
Control Procedures 330
Consumer Study 332
Notes 337
Index 345
|
| adam_txt |
CONTENTS
About the Authors xi
Preface xiii
PART I: INTRODUCTION TO MARKETING PLANNING
Chapter 1. The Importance of Marketing Planning 3
Marketing Planning in Action: Starbucks 3
Introduction 4
What Is Marketing? 5
What Is Planning? 8
Planning's Place in the Organization 11
The Marketing Planning Process 13
The Marketing Plan Format 16
Summary 18
Chapter 2. Organizational Considerations in Marketing
Planning 19
Marketing Planning in Action: Simple Is Best 19
Introduction 20
Organizational Purpose 20
Organizational Objectives and Strategies 22
Organizing for Planning 26
Organizational Structure 27
Coordination and the Planning Process 32
Organizational Structure and Market Responsiveness 36
Summary 36
Chapter 3. Database Marketing Planning: Getting
Needed Information 39
Marketing Planning in Action: Hyundai Motor Company 39
Introduction 40
Database Marketing 40
Marketing Research 44
Decision Making 45
Types of Data 48
Steps in a Marketing Research Project 49
Summary 58
PART II: SITUATION ANALYSIS
Chapter 4. Product/Market Analysis 61
Marketing Planning in Action: Napster and the Advent
of Music File Sharing 61
Introduction 62
Environmental Scanning 62
The Strategic Implications of Product/Market Analysis 65
Sales Analysis 71
Cost Analysis 74
Summary 80
Chapter 5. Consumer Analysis 81
Marketing Planning in Action: The Antiaging Movement 81
Introduction 82
Market Segmentation 83
Psychographics/Lifestyle Segmentation 88
Market Grid Analysis 91
Market Potential 100
Summary 104
Chapter 6. Competitive Analysis 105
Marketing Planning in Action: The Package Delivery
Industry 105
Introduction 106
The Concept of Competitive Advantage 106
Purpose of Competitive Analysis 108
Competitive Forces and Advantages 111
Summary 122
Chapter 7. Opportunity Analysis 123
Marketing Planning in Action: Reinventing Barbie 123
Introduction 124
Problems versus Opportunities 124
Internal Factors 125
Other Factors 129
Ranking Opportunities 131
Summary 132
PART III: OBJECTIVES
Chapter 8. Marketing Objectives 135
Marketing Planning in Action: Kodak 135
Introduction 136
What Are Objectives? 136
Alternatives to Managing by Objectives 137
Characteristics of Good Objectives 138
Types of Objectives Included in a Marketing Plan 141
Using Situation Analysis Data to Set Objectives 144
Summary 145
PART IV: STRATEGY, STRATEGY VARIABLES,
AND FINANCIAL IMPACT
Chapter 9. Marketing Strategy Development 149
Marketing Planning in Action: Mercedes 149
Introduction 150
What Is Strategy? 150
! Elements of Marketing Strategy 151
Alternate Marketing Strategies 155
Factors Influencing the Strategy Selected 159
Summary 161
Chapter 10. Product Decisions 163
Market Planning in Action: DuPont 163
Introduction 164
Product: The First Component of the Marketing Mix 164
What Is a Product? 165
Product Positioning Strategies 166
Quality and Value Based Marketing 168
Service Strategy 171
Improving Customer Perceptions of Service Quality 172
New Product Development Decisions 173
i
Changing Existing Products 178
Product Line Decisions 179
Branding Decisions 180
Packaging and Labeling Decisions 181
Summary 182
Chapter 11. Place Decisions 185
Marketing Planning in Action: The Changing Face
of Retail Stores 185
Introduction 186
Who Will Be Channel Captain? 187
Which Type of Channel Should Be Used? 189
Which Kind of Middlemen Should Be Used? 191
Market Exposure Decisions 192
Transportation and Storage Decisions 194
The Physical Distribution Concept 196
Summary 197
Chapter 12. Promotion Decisions 199
Marketing Planning in Action: Product Placement 199
Introduction 200
Target Audience Decisions 201
Promotional Methods Decisions 202
Media Decisions 203
Message Content Decisions 206
Personal Selling Strategy Decisions 210
Sales Promotion Decisions 213
Publicity Decisions 214
Promotional Budgeting Decisions 215
Summary 216
Chapter 13. Price Decisions 217
Marketing Planning in Action: Hotel Price Guarantees 217
Introduction 218
Price Level Decisions 218
Price Determination 219
New Product Pricing Decisions 225
Pricing Policy Decisions 226
Summary 229
Chapter 14. The Financial Impact of Marketing Strategies 231
Marketing Planning in Action: Razor Wars 231
Introduction 232
Pro Forma Income Statement 232
Pro Forma Forecast 234
Pro Forma Cost Forecast 237
Return on Investment 238
Strategy Revisions and Contingency Plans 240
Summary 241
PART V: IMPLEMENTING AND CONTROLLING
THE MARKETING PLAN
2 Chapter 15. Marketing Plan Implementation 245
Marketing Planning in Action: The Fluctuating Popularity
of the Hummer 245
Introduction 246
Implementation Skills 246
Integrating a Societal Marketing Orientation Throughout
the Organization 247
Transition from Strategy to Tactics 250
Summary 253
: Chapter 16. Monitoring and Controlling the Marketing
Plan 255
Marketing Planning in Action: Reinvigorating Levi Strauss 255
Introduction 256
Integration of Planning and Control 257
Timing of Information Flows 258
Performance Evaluation and Control 258
Establishing Procedures 265
Summary 265
PART VI: PLANNING ANALYSIS
Chapter 17. The Marketing Planning Audit 269
Marketing Planning in Action: Johnson Johnson 269
Introduction 270
The Planning Audit 270
Audit Personnel 271
Objective, Scope, and Breadth of Audit 272
Audit Data arid Reporting Format 276
Increasing the Level of Sophistication in Planning 276
Summary 277
Appendix A. Worksheets 279
Chapter 1: Getting Started 279
Chapter 2: Organizational Consideration 281
Chapter 3: Informational Needs 282
Chapter 4: Product/Market Analysis 284
Chapter 5: Consumer Analysis 286
Chapter 6: Competitive Analysis 288
Chapter 7: Summary of Situation Analysis 290
Chapter 8: Marketing Objectives 292
Chapter 9: Marketing Strategy Development 293
Chapter 10: Product Decisions 295
Chapter 11: Place Decisions 298
Chapter 12: Promotion Decisions , 300
Chapter 13: Price Decisions 306
Chapter 14: Financial Impact 308
Chapter 15: Plan Implementation 310
Chapter 16: Marketing Control 313
Chapter 17: Marketing Planning Audit 315
Appendix B. Sample Marketing Plan: Water Oriented
Recreation Park 321
Situation Analysis 321
Objectives 326
Strategy 327
Control Procedures 330
Consumer Study 332
Notes 337
Index 345 |
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| index_date | 2024-07-02T15:51:07Z |
| indexdate | 2024-07-09T20:45:11Z |
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| language | English |
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| spelling | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] Robert E. Stevens ... 3. ed. Binghamton, NY Best Business Books 2006 XIII, 362 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Stevens, Robert E Sonstige oth http://www.loc.gov/catdir/toc/ecip0510/2005008559.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015023678&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
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| title | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] |
| title_auth | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] |
| title_exact_search | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] |
| title_exact_search_txtP | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] |
| title_full | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] Robert E. Stevens ... |
| title_fullStr | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] Robert E. Stevens ... |
| title_full_unstemmed | Marketing planning guide [the classic guide to developing a marketing plan, completely updated!] Robert E. Stevens ... |
| title_short | Marketing planning guide |
| title_sort | marketing planning guide the classic guide to developing a marketing plan completely updated |
| title_sub | [the classic guide to developing a marketing plan, completely updated!] |
| topic | Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
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