Marketing planning: a workbook for marketing managers
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
South-Western Cengage Learning EMEA
2008
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXV, 227 S. Ill., graph. Darst. |
| ISBN: | 9781844807826 |
Internformat
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| 245 | 1 | 0 | |a Marketing planning |b a workbook for marketing managers |c Sally Dibb ; Lyndon Simkin |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a London |b South-Western Cengage Learning EMEA |c 2008 | |
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Datensatz im Suchindex
| _version_ | 1804137603102932992 |
|---|---|
| adam_text | BRIEF CONTENTS
List of figures xv
Preface xvii
About the authors xxi
Acknowledgements xxiii
List of reviewers xxv
PARTONE PERSPECTIVE TO MARKETING
PLANNING 1
1 Marketing planning 3
PARTTWO THE MARKETING PLANNING
PROCESS 11
2 Existing markets/sectors 13
3 Market trends and the marketing environment 20
4 SWOT analysis: strengths, weaknesses, opportunities and
threats 28
5 Customer needs, expectations and buying processes 34
6 Competition and competitors strategies 45
7 The strength of the portfolio and future directions 57
8 Marketing strategy 69
9 Strategy recommendations 84
10 Marketing objectives and gap analysis 89
11 Required marketing programmes 93
12 Resources, schedules and responsibilities 105
13 Additional implications, ongoing needs and monitoring the
marketing plan s effectiveness 109
14 Controlling implementation of the marketing plan 114
PARTTHREE T H E M A R K ET I N G P L A N 121
15 The marketing plan document 123
PARTFOUR MANAGING MARKETING PLANNING 133
16 Identifying, diagnosing and treating blockers to progress 135
PARTFIVE APPLIED ILLUSTRATIONS-
CASE STUDIES 157
17 Appreciating how to undertake marketing planning in
practice 159
CONTENTS
List of figures xv
Preface xvii
About the authors xxi
Acknowledgements xxiii
List of reviewers xxv
PARTONE PERSPECTIVE TO MARKETING
PLANNING 1
1 Marketing planning 3
1.1 Definitions 3
1.2 Why conduct marketing planning? 4
1.3 The marketing planning approach 5
1.4 The marketing planning process 6
1.5 How other authors view marketing planning 6
1.6 The marketing planning cycle 9
PART TWO THE MARKETING PLANNING
PROCESS 11
2 Existing markets/sectors 13
2.1 Approaches to the analysis 14
2.2 The ABC sales: contribution analysis 16
2.2.1 For market segments or territories 16
2.2.2 For individual customer accounts 17
2.2.3 Recording the ABC sales: contribution chart 18
3 Market trends and the marketing environment 20
3.1 Market trends 20
3.2 The marketing environment 22
3.2.1 Macro marketing environment forces 22
3.2.2 Micro marketing environment forces 23
3.3 Monitoring the marketing environment 24
4 SWOT analysis: strengths, weaknesses, opportunities and
threats 28
4.1 The SWOT analysis 28
4.2 Issues: internal environment - strengths/weaknesses 29
4.3 Issues: external environment - threats/opportunities 30
4.4 Conducting the SWOT 31
PARTTHREE T H E M A R K ETI N G P L A N 121
15 The marketing plan document 123
15.1 The scope of the marketing plan 123
15.2 Key sections of the marketing plan 125
PARTFOUR MANAGING MARKETING PLANNING 133
16 Identifying, diagnosing and treating blockers to progress 135
16.1 No matter how robust the process adopted, problems
occur! 136
16.2 Evolution of observed impediments to effective marketing
planning 138
16.3 Core blockers impeding marketing planning 140
16.4 Diagnosing marketing planning blockers 142
16.4.1 Infrastructure blockers: the diagnosis 142
16.4.2 Process blockers: the diagnosis 146
16.4.3 Implementation blockers: the diagnosis 147
16.5 Treating the diagnosed marketing planning blockers 149
16.5.1 Infrastructure blockers: the treatments 149
16.5.2 Process blockers: the treatments 152
16.5.3 Implementation blockers: the treatments 153
PARTFIVE APPLIED ILLUSTRATIONS-
CASE STUDIES 157
17 Appreciating how to undertake marketing planning
in practice 159
Case Study 1: JCB s adoption of marketing planning 159
Case Study 2: Marketing planning and mental health:
St Andrew s Healthcare 168
Case Study 3: Fujitsu: Planning for the customer s
experience 174
Case Study 4: Marketing planning in an SME: Scope and process
issues for Box Technologies 178
Case Study 5: Managing marketing planning in global operations:
intercontinental Hotels Group 183
APPENDIX 189
Bibliography 223
Index 225
LIST OF FIGURES
1.1: The ASP approach to marketing planning
1.2: A comparison of marketing planning approaches. SOSTAC
McDonald and ASP
1.3: The marketing planning cycle
2.1: Summary of existing target markets/segments
2.2: Changing importance of priority markets
2.3: Example of ABC sales: contribution chart
2.4: The ABC sales: contribution proforma
3.1: Core market trends and predictions
3.2: The marketing environment issues
4.1: The SWOT grid
4.2: The SWOT analysis
5.1: Consumer buying decision process and possible influences
5.2: Model of the organizational or business-to-business buying
process
5.3: Customers, KCVs, buying process steps and core influences -
the buying proforma
5.4: Example of a completed buying proforma
6.1: Industry forces in the competitive arena
6.2: Competitive positions and differential advantage proforma
6.3: Example of the competitive positions proforma
7.1: Example of a completed DPM
7.2: Strategy implications from DPM positions
7.3: Information required for the DPM analysis
7.4: The DPM proforma
7.5: The product life cycle (PLC)
7.6: The stages of the PLC
8.1: Segmentation bases in consumer markets
8.2: Determination of target markets
8.3: Identification of differential advantages (DAs)
8.4: A perceptual map for the car industry
8.5: The positioning map
9.1: Marketing strategy summary statement
10.1: Marketing objectives
10.2: The gap chart
11.1: Summary by target market of KCVs and DAs
11.2: Customer perceptions - the organization versus leading rivals
11.3: Summary of the required product/service mix
11.4: Required service levels to support the product mix
11.5: Summary of current advertising and promotion
11.6: Key promotional activity required
11.7: Desired promotional programmes
11.8: Summary of marketing channel requirements
11.9: Sales links through suppliers/contractors/partners
11.10: Summary of pricing policy changes
11.11: Process/customer liaison improvements required
12.1: Summary of programme tasks, timing and costs
12.2: Summary of responsibilities
12.3: Summary of costs and budget implications
13.1: Summary of anticipated knock-on impacts
13.2: Ongoing marketing research requirements
13.3: Medium-term work required
13.4: Monitoring the performance
14.1: The marketing planning progress audit
15.1: Typical marketing plan content and page allocation
16.1: Checklist of infrastructure considerations
16.2: Diagnosing the core blockers impeding marketing planning
16.3: Treating the diagnosed core blockers impeding marketing
planning
17.1: JCB s main product groups
17.2: Key customer sectors
17.3: The introduction programme for JCB s marketing planning
17.4: The specialities (business units) of St Andrew s Healthcare
17.5: Intercontinental Hotels Group: key brands
|
| adam_txt |
BRIEF CONTENTS
List of figures xv
Preface xvii
About the authors xxi
Acknowledgements xxiii
List of reviewers xxv
PARTONE PERSPECTIVE TO MARKETING
PLANNING 1
1 Marketing planning 3
PARTTWO THE MARKETING PLANNING
PROCESS 11
2 Existing markets/sectors 13
3 Market trends and the marketing environment 20
4 SWOT analysis: strengths, weaknesses, opportunities and
threats 28
5 Customer needs, expectations and buying processes 34
6 Competition and competitors' strategies 45
7 The strength of the portfolio and future directions 57
8 Marketing strategy 69
9 Strategy recommendations 84
10 Marketing objectives and gap analysis 89
11 Required marketing programmes 93
12 Resources, schedules and responsibilities 105
13 Additional implications, ongoing needs and monitoring the
marketing plan's effectiveness 109
14 Controlling implementation of the marketing plan 114
PARTTHREE T H E M A R K ET I N G P L A N 121
15 The marketing plan document 123
PARTFOUR MANAGING MARKETING PLANNING 133
16 Identifying, diagnosing and treating blockers to progress 135
PARTFIVE APPLIED ILLUSTRATIONS-
CASE STUDIES 157
17 Appreciating how to undertake marketing planning in
practice 159
CONTENTS
List of figures xv
Preface xvii
About the authors xxi
Acknowledgements xxiii
List of reviewers xxv
PARTONE PERSPECTIVE TO MARKETING
PLANNING 1
1 Marketing planning 3
1.1 Definitions 3
1.2 Why conduct marketing planning? 4
1.3 The marketing planning approach 5
1.4 The marketing planning process 6
1.5 How other authors view marketing planning 6
1.6 The marketing planning cycle 9
PART TWO THE MARKETING PLANNING
PROCESS 11
2 Existing markets/sectors 13
2.1 Approaches to the analysis 14
2.2 The ABC sales: contribution analysis 16
2.2.1 For market segments or territories 16
2.2.2 For individual customer accounts 17
2.2.3 Recording the ABC sales: contribution chart 18
3 Market trends and the marketing environment 20
3.1 Market trends 20
3.2 The marketing environment 22
3.2.1 Macro marketing environment forces 22
3.2.2 Micro marketing environment forces 23
3.3 Monitoring the marketing environment 24
4 SWOT analysis: strengths, weaknesses, opportunities and
threats 28
4.1 The SWOT analysis 28
4.2 Issues: internal environment - strengths/weaknesses 29
4.3 Issues: external environment - threats/opportunities 30
4.4 Conducting the SWOT 31
PARTTHREE T H E M A R K ETI N G P L A N 121
15 The marketing plan document 123
15.1 The scope of the marketing plan 123
15.2 Key sections of the marketing plan 125
PARTFOUR MANAGING MARKETING PLANNING 133
16 Identifying, diagnosing and treating blockers to progress 135
16.1 No matter how robust the process adopted, problems
occur! 136
16.2 Evolution of observed impediments to effective marketing
planning 138
16.3 Core blockers impeding marketing planning 140
16.4 Diagnosing marketing planning blockers 142
16.4.1 Infrastructure blockers: the diagnosis 142
16.4.2 Process blockers: the diagnosis 146
16.4.3 Implementation blockers: the diagnosis 147
16.5 Treating the diagnosed marketing planning blockers 149
16.5.1 Infrastructure blockers: the treatments 149
16.5.2 Process blockers: the treatments 152
16.5.3 Implementation blockers: the treatments 153
PARTFIVE APPLIED ILLUSTRATIONS-
CASE STUDIES 157
17 Appreciating how to undertake marketing planning
in practice 159
Case Study 1: JCB's adoption of marketing planning 159
Case Study 2: Marketing planning and mental health:
St Andrew's Healthcare 168
Case Study 3: Fujitsu: Planning for the customer's
experience 174
Case Study 4: Marketing planning in an SME: Scope and process
issues for Box Technologies 178
Case Study 5: Managing marketing planning in global operations:
intercontinental Hotels Group 183
APPENDIX 189
Bibliography 223
Index 225
LIST OF FIGURES
1.1: The ASP approach to marketing planning
1.2: A comparison of marketing planning approaches. SOSTAC
McDonald and ASP
1.3: The marketing planning cycle
2.1: Summary of existing target markets/segments
2.2: Changing importance of priority markets
2.3: Example of ABC sales: contribution chart
2.4: The ABC sales: contribution proforma
3.1: Core market trends and predictions
3.2: The marketing environment issues
4.1: The SWOT grid
4.2: The SWOT analysis
5.1: Consumer buying decision process and possible influences
5.2: Model of the organizational or business-to-business buying
process
5.3: Customers, KCVs, buying process steps and core influences -
the buying proforma
5.4: Example of a completed buying proforma
6.1: Industry forces in the competitive arena
6.2: Competitive positions and differential advantage proforma
6.3: Example of the competitive positions proforma
7.1: Example of a completed DPM
7.2: Strategy implications from DPM positions
7.3: Information required for the DPM analysis
7.4: The DPM proforma
7.5: The product life cycle (PLC)
7.6: The stages of the PLC
8.1: Segmentation bases in consumer markets
8.2: Determination of target markets
8.3: Identification of differential advantages (DAs)
8.4: A perceptual map for the car industry
8.5: The positioning map
9.1: Marketing strategy summary statement
10.1: Marketing objectives
10.2: The gap chart
11.1: Summary by target market of KCVs and DAs
11.2: Customer perceptions - the organization versus leading rivals
11.3: Summary of the required product/service mix
11.4: Required service levels to support the product mix
11.5: Summary of current advertising and promotion
11.6: Key promotional activity required
11.7: Desired promotional programmes
11.8: Summary of marketing channel requirements
11.9: Sales links through suppliers/contractors/partners
11.10: Summary of pricing policy changes
11.11: Process/customer liaison improvements required
12.1: Summary of programme tasks, timing and costs
12.2: Summary of responsibilities
12.3: Summary of costs and budget implications
13.1: Summary of anticipated knock-on impacts
13.2: Ongoing marketing research requirements
13.3: Medium-term work required
13.4: Monitoring the performance
14.1: The marketing planning progress audit
15.1: Typical marketing plan content and page allocation
16.1: Checklist of infrastructure considerations
16.2: Diagnosing the core blockers impeding marketing planning
16.3: Treating the diagnosed core blockers impeding marketing
planning
17.1: JCB's main product groups
17.2: Key customer sectors
17.3: The introduction programme for JCB's marketing planning
17.4: The specialities (business units) of St Andrew's Healthcare
17.5: Intercontinental Hotels Group: key brands |
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| id | DE-604.BV023283297 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:40:35Z |
| indexdate | 2024-07-09T21:14:55Z |
| institution | BVB |
| isbn | 9781844807826 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016468063 |
| oclc_num | 634779767 |
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| physical | XXV, 227 S. Ill., graph. Darst. |
| publishDate | 2008 |
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| spelling | Dibb, Sally Verfasser aut Marketing planning a workbook for marketing managers Sally Dibb ; Lyndon Simkin 1. ed. London South-Western Cengage Learning EMEA 2008 XXV, 227 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marktanalyse gtt Marktonderzoek gtt Planning gtt Marketing Management Marketing Planning Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 s DE-604 Simkin, Lyndon Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016468063&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dibb, Sally Simkin, Lyndon Marketing planning a workbook for marketing managers Marketing gtt Marktanalyse gtt Marktonderzoek gtt Planning gtt Marketing Management Marketing Planning Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4120696-4 |
| title | Marketing planning a workbook for marketing managers |
| title_auth | Marketing planning a workbook for marketing managers |
| title_exact_search | Marketing planning a workbook for marketing managers |
| title_exact_search_txtP | Marketing planning a workbook for marketing managers |
| title_full | Marketing planning a workbook for marketing managers Sally Dibb ; Lyndon Simkin |
| title_fullStr | Marketing planning a workbook for marketing managers Sally Dibb ; Lyndon Simkin |
| title_full_unstemmed | Marketing planning a workbook for marketing managers Sally Dibb ; Lyndon Simkin |
| title_short | Marketing planning |
| title_sort | marketing planning a workbook for marketing managers |
| title_sub | a workbook for marketing managers |
| topic | Marketing gtt Marktanalyse gtt Marktonderzoek gtt Planning gtt Marketing Management Marketing Planning Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Marketing Marktanalyse Marktonderzoek Planning Marketing Management Marketing Planning Marketingkonzept |
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