The marketing plan: how to prepare and implement it
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Amacom
2001
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVII, 318 S. Ill. |
| ISBN: | 9780814471012 0814471013 |
Staff View
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| adam_text | Contents PROLOGUE /I
The Power and Mystique of the Marketing Plan /1
The Marketing Plan Is Essential for Every Business Operation /2
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 /3
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 /4
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 /5
Types of Marketing Plans / 5
The New Product Plan / 5
Annual Marketing Plans /6
Summary /6
CHAPTER 1
STEP 1: PLANNING THE DEVELOPMENT OF A MARKETING
PLAN /7
The Structure of the Marketing Plan / 7
The Executive Summary /9
The Table of Contents /9
Introduction /10
Situational Analysis /10
The Target Market /ll
Problems and Opportunities /12
Marketing Goals and Objectives /12
Marketing Strategy /12
Marketing Tactics /13
Implementation and Control /13
The Summary /13
Keeping Your Material Organized /16
Summary /16
vii
Vlii CONTENTS
CHAPTER 2
STEP 2: SCANNING YOUR ENVIRONMENT /17
The Introduction /17
The Situational Analysis /18
Target Market /19
Media Habits /27
Organizational Buyers /27
Competition /28
Resources of the Firm /28
Technological Environment /28
Economic Environment /28
Political Environment /29
Legal and Regulatory Environment /29
Social and Cultural Environment /29
Other Important Environmental Aspects / 29
Problems and Opportunities /29
Sources of Information for Completing the Environmental Questions Form /30
Primary Research /31
Summary /31
CHAPTER 3
STEP 3: ESTABLISHING GOALS AND OBJECTIVES /33
Establishing Objectives /33
Goals /35
The Concept of Competitive or Differential Advantage / 37
Summary /39
CHAPTER 4
STEP 4: DEVELOPING MARKETING STRATEGY 41
The Strategy Pyramid /41
Strategic Marketing Management /43
The Four-Cell Portfolio Matrix for Decision Making in SMM /43
Product Life-Cycle Analysis /48
The Introductory Stage /48
Growth /48
Maturity /48
Decline /48
Locating the Product in its Product Life Cycle /50
Developing Strategies for the Products in Each Stage of the Product Life
Cycle /55
Alternative Strategies for the Marketing Plan / 56
New Market Penetration /56
Market Share Expansion /58
Entrenchment /60
Withdrawal /61
Summary /61
CHAPTER 5
STEP 5: DEVELOPING MARKETING TACTICS 63
Manipulating the Controllable Variables /63
CONTENTS ix
Product /63
Price /64
Place /66
Promotion /68
Internet Marketing Tactics / 70
The Primary Internet Marketing Tactics / 70
The World Wide Web /70
Establishing a Web Site /70
Marketing at the Web Site /70
Cybermalls /71
How to Market on the World Wide Web /71
Using Banners /72
Cyberlinks /72
Give Information Away /72
Usenet Marketing /72
E-Mail Marketing /73
Using E-Mail for Publicity /73
Manipulating Marketplace Environs /74
Tactical Questions for the Marketing Plan /74
Summary /74
CHAPTER 6
STEP 6: FORECASTING FOR YOUR MARKETING PLAN /81
The Difference Between Market Potential, Sales Potential, and Sales
Forecast /82
Finding Market Potential /82
The Index Method of Calculating Market Potential /83
Bottom-Up and Top-Down Sales Forecasting /84
Executive Judgment /84
Sales Force Composite /84
Trend Projections /85
Industry Survey /85
Regression Analyses /85
Intention-to-Buy Survey /86
Exponential Smoothing /86
Leading Indicators /86
Which Method to Use /87
You Need More Information for Your Forecast /87
The Project Development Schedule /87
The Break-Even Analysis / 89
The Balance Sheet, Projected Profit-and-Loss Statement, and Cash-Flow
Projections /91
Summary /91
CHAPTER 7
STEP 7: CALCULATING IMPORTANT FINANCIAL RATIOS FOR YOUR
MARKETING PLAN /96
Measures of Liquidity /96
The Current Ratio /96
The Acid Test, or Quick, Ratio /98
Average Collection Period /98
Inventory Turnover /99
X CONTENTS
Profitability Measures /100
Asset Earning Power /100
Return on Owner s Equity /100
Net Profit on Sales /101
Investment Turnover /101
Return on Investment (ROI) /101
Sources of Ratio Analyses from All Industries /102
Summary /105
CHAPTER 8
STEP 8: PRESENTING THE MARKETING PLAN /106
The Marketing Plan as a Product /106
The Formal Presentation /107
Preparing for Your Presentation /108
Planning for Visual Aids /109
The Practice Sequence /111
The Importance of Controlling Your Time /112
Questions and Answers and How to Prepare for Them /113
Use of the Mental Visualization Technique /114
The Keys to Success for Marketing Plan Presentations /115
Summary /116
CHAPTER 9
STEP 9: IMPLEMENTATION /117
APPENDIX A
SAMPLE MARKETING PLANS /119
Al. Promoting Healthy Families /121
A2. Marketing Plan for Professional Fitness /151
A3. Honda of North Hollywood /189
A4. MCM Powersports /223
A5. Birralee Primary School (Australia) /251
A6. Resolve of Greater Los Angeles /288
A7. Sneak Peak: A Student s Guide to University Courses /326
APPENDIX B
SOURCES OF SECONDARY RESEARCH /363
APPENDIX C
EXAMPLES OF SIMPLE MARKETING RESEARCH AND
A MARKETING RESEARCH CHECKLIST /381
APPENDIX D
HOW TO LEAD A TEAM /383
INDEX /393
|
| adam_txt |
Contents PROLOGUE /I
The Power and Mystique of the Marketing Plan /1
The Marketing Plan Is Essential for Every Business Operation /2
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 /3
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 /4
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 /5
Types of Marketing Plans / 5
The New Product Plan / 5
Annual Marketing Plans /6
Summary /6
CHAPTER 1
STEP 1: PLANNING THE DEVELOPMENT OF A MARKETING
PLAN /7
The Structure of the Marketing Plan / 7
The Executive Summary /9
The Table of Contents /9
Introduction /10
Situational Analysis /10
The Target Market /ll
Problems and Opportunities /12
Marketing Goals and Objectives /12
Marketing Strategy /12
Marketing Tactics /13
Implementation and Control /13
The Summary /13
Keeping Your Material Organized /16
Summary /16
vii
Vlii CONTENTS
CHAPTER 2
STEP 2: SCANNING YOUR ENVIRONMENT /17
The Introduction /17
The Situational Analysis /18
Target Market /19
Media Habits /27
Organizational Buyers /27
Competition /28
Resources of the Firm /28
Technological Environment /28
Economic Environment /28
Political Environment /29
Legal and Regulatory Environment /29
Social and Cultural Environment /29
Other Important Environmental Aspects / 29
Problems and Opportunities /29
Sources of Information for Completing the Environmental Questions Form /30
Primary Research /31
Summary /31
CHAPTER 3
STEP 3: ESTABLISHING GOALS AND OBJECTIVES /33
Establishing Objectives /33
Goals /35
The Concept of Competitive or Differential Advantage / 37
Summary /39
CHAPTER 4
STEP 4: DEVELOPING MARKETING STRATEGY 41
The Strategy Pyramid /41
Strategic Marketing Management /43
The Four-Cell Portfolio Matrix for Decision Making in SMM /43
Product Life-Cycle Analysis /48
The Introductory Stage /48
Growth /48
Maturity /48
Decline /48
Locating the Product in its Product Life Cycle /50
Developing Strategies for the Products in Each Stage of the Product Life
Cycle /55
Alternative Strategies for the Marketing Plan / 56
New Market Penetration /56
Market Share Expansion /58
Entrenchment /60
Withdrawal /61
Summary /61
CHAPTER 5
STEP 5: DEVELOPING MARKETING TACTICS 63
Manipulating the Controllable Variables /63
CONTENTS ix
Product /63
Price /64
Place /66
Promotion /68
Internet Marketing Tactics / 70
The Primary Internet Marketing Tactics / 70
The World Wide Web /70
Establishing a Web Site /70
Marketing at the Web Site /70
Cybermalls /71
How to Market on the World Wide Web /71
Using Banners /72
Cyberlinks /72
Give Information Away /72
Usenet Marketing /72
E-Mail Marketing /73
Using E-Mail for Publicity /73
Manipulating Marketplace Environs /74
Tactical Questions for the Marketing Plan /74
Summary /74
CHAPTER 6
STEP 6: FORECASTING FOR YOUR MARKETING PLAN /81
The Difference Between Market Potential, Sales Potential, and Sales
Forecast /82
Finding Market Potential /82
The Index Method of Calculating Market Potential /83
Bottom-Up and Top-Down Sales Forecasting /84
Executive Judgment /84
Sales Force Composite /84
Trend Projections /85
Industry Survey /85
Regression Analyses /85
Intention-to-Buy Survey /86
Exponential Smoothing /86
Leading Indicators /86
Which Method to Use /87
You Need More Information for Your Forecast /87
The Project Development Schedule /87
The Break-Even Analysis / 89
The Balance Sheet, Projected Profit-and-Loss Statement, and Cash-Flow
Projections /91
Summary /91
CHAPTER 7
STEP 7: CALCULATING IMPORTANT FINANCIAL RATIOS FOR YOUR
MARKETING PLAN /96
Measures of Liquidity /96
The Current Ratio /96
The Acid Test, or "Quick," Ratio /98
Average Collection Period /98
Inventory Turnover /99
X CONTENTS
Profitability Measures /100
Asset Earning Power /100
Return on Owner's Equity /100
Net Profit on Sales /101
Investment Turnover /101
Return on Investment (ROI) /101
Sources of Ratio Analyses from All Industries /102
Summary /105
CHAPTER 8
STEP 8: PRESENTING THE MARKETING PLAN /106
The Marketing Plan as a Product /106
The Formal Presentation /107
Preparing for Your Presentation /108
Planning for Visual Aids /109
The Practice Sequence /111
The Importance of Controlling Your Time /112
Questions and Answers and How to Prepare for Them /113
Use of the Mental Visualization Technique /114
The Keys to Success for Marketing Plan Presentations /115
Summary /116
CHAPTER 9
STEP 9: IMPLEMENTATION /117
APPENDIX A
SAMPLE MARKETING PLANS /119
Al. Promoting Healthy Families /121
A2. Marketing Plan for Professional Fitness /151
A3. Honda of North Hollywood /189
A4. MCM Powersports /223
A5. Birralee Primary School (Australia) /251
A6. Resolve of Greater Los Angeles /288
A7. Sneak Peak: A Student's Guide to University Courses /326
APPENDIX B
SOURCES OF SECONDARY RESEARCH /363
APPENDIX C
EXAMPLES OF SIMPLE MARKETING RESEARCH AND
A MARKETING RESEARCH CHECKLIST /381
APPENDIX D
HOW TO LEAD A TEAM /383
INDEX /393 |
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| index_date | 2024-07-02T22:33:51Z |
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| isbn | 9780814471012 0814471013 |
| language | English |
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| spelling | Luther, William M. Verfasser aut The marketing plan how to prepare and implement it William M. Luther 3. ed. New York Amacom 2001 XVII, 318 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Marketingkonzept (DE-588)4120696-4 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016845737&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Luther, William M. The marketing plan how to prepare and implement it Marketing Marketing (DE-588)4037589-4 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4120696-4 |
| title | The marketing plan how to prepare and implement it |
| title_auth | The marketing plan how to prepare and implement it |
| title_exact_search | The marketing plan how to prepare and implement it |
| title_exact_search_txtP | The marketing plan how to prepare and implement it |
| title_full | The marketing plan how to prepare and implement it William M. Luther |
| title_fullStr | The marketing plan how to prepare and implement it William M. Luther |
| title_full_unstemmed | The marketing plan how to prepare and implement it William M. Luther |
| title_short | The marketing plan |
| title_sort | the marketing plan how to prepare and implement it |
| title_sub | how to prepare and implement it |
| topic | Marketing Marketing (DE-588)4037589-4 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Marketing Marketingkonzept |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016845737&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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