Developing, implementing, & managing an effective marketing plan:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Chicago, Ill.
American Marketing Assoc. <<[u.a.]>>
1993
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 247 S. |
| ISBN: | 0844233706 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV026141127 | ||
| 003 | DE-604 | ||
| 005 | 20110228 | ||
| 007 | t | ||
| 008 | 110326s1993 |||| 00||| und d | ||
| 020 | |a 0844233706 |9 0-8442-3370-6 | ||
| 035 | |a (OCoLC)917827656 | ||
| 035 | |a (DE-599)BVBBV026141127 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | |a und | ||
| 049 | |a DE-188 | ||
| 100 | 1 | |a Goetsch, Hal W. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Developing, implementing, & managing an effective marketing plan |c Hal Goetsch |
| 264 | 1 | |a Chicago, Ill. |b American Marketing Assoc. <<[u.a.]>> |c 1993 | |
| 300 | |a XV, 247 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 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=021729825&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-021729825 | ||
Datensatz im Suchindex
| _version_ | 1804144587915132928 |
|---|---|
| adam_text | Contents
Foreword ix
Introduction x
Planning Prologue 1
what is customer-oriented
marketing planning? 2
Customer-Oriented Marketing 5
THE ROLE OF MARKETING IN PLANNING 12
Marketing-Driven Management and the Marketing Mix 15
Marketing Planning and Management by Objectives 20
Benefits of Formal Plans 21
The Role of the CEO in Marketing Planning 23
ORGANIZING FOR MARKETING
PLANNING 26
Effort and Time Span Devoted to the Marketing Plan 29
Steps for Effective Marketing Planning 33
The Planning Process 37
^^^^^^H EXAMINE: Study the Marketing Environment 38
The Marketing Audit 40
Business Definition: Clarify the Purpose 43
Corporate Culture: Marketing Commitment 46
Products and Services: Reason for Existence 48
The Customer: User Profiles and Satisfaction Levels 58
viii Contents
Markets and Marketing Channels: Sales Targets and Selling
Paths 62
Sales History: Previous Marketing Results 74
Competitors: Their Influence 75
Pricing: Profitability Management 77
Marketing Administration: Operational Proficiency,
Customer Service, and Monetary Rewards 81
Inventory and Delivery: Physical Performance 88
Marketing Communications: A Sales Support System to
Perceptualize the Product s Story 91
Organization for Marketing Communications 94
Understanding the Current Communications Mix 96
Media Advertising: Motivating Prospects to Buy 99
General Guidelines for Media Evaluation and Use 126
The Difference Between Sales Promotion Programs and
Media Advertising 138
Sales Publicity and Marketing Relations 156
¦SMiDIS^^H PLAN: Set Sales/Profit Goal, Determine Objectives, and
Develop Strategies for Accomplishing Objectives 164
Define Assumptions: Examine and Estimate Environmental
Factors 166
Set Goals: Sales and Profits 169
Establish Objectives: Quantify Actions Necessary to Achieve
Sales/Profit Goals 170
Determine Strategies: Creating Action Plans 179
HJ^Mlffl IMPLEMENT: Delegate Tasks, Prepare Sales Forecasts,
Allocate Shares of the Sales/Profit Goal, and Set Marketing
Expense Budgets 190
Delegate Tasks: Design Projects to Fulfill Strategies and
Their Objectives 194
Contents ix
Prepare Sales Forecasts: Convert Sales/Profit Goals into
Production and Service Estimates 196
Allocate the Sales/Profit Goal to Territories and
Markets 200
Set Marketing Budgets 204
KjfMMHIXM CONTROL: Manage Performance of the Plan and Adjust
for Unforeseen Conditions 210
Tools for Control 212
Specifications for a Corporate Culture 219
Summary Checklist for Marketing Plan Control 226
APPENDIX A U.S. AND FOREIGN COMMERCIAL SERVICE
DISTRICT OFFICE DIRECTORY 229
APPENDIX B TRADE ASSOCIATIONS AND MEDIA BUYING
REFERENCES 235
APPENDIX C SUGGESTED READING LISTS 238
x Contents
Exhibits
EXHIBIT 1 Marketing-Driven Operating Plan 16
EXHIBIT 2 Marketing Mix Dimensions 17
EXHIBIT 3 A Centralized Organizational Chart for the Marketing Function 19
EXHIBIT 4 Marketing Planning Calendar 32
EXHIBIT 5 The Marketing Planning Cycle 34
EXHIBIT 6 The Marketing Planning Process: EPIC 35
EXHIBIT 7 Marketing Research Sources 41
EXHIBIT 8 Typical Product Life Cycle 49
EXHIBIT 9 Characteristics of Product Life Cycle Stages 50
EXHIBIT 10 Product Matrixation 57
EXHIBIT 11 Market Penetration Estimate (1991) 64
EXHIBIT 12 Sales Segmentation Analysis (1991-1989) 64
EXHIBIT 13 Three-Year Sales History ( $ Millions) 75
EXHIBIT 14 Sales Performance Index for Southeastern Region 76
EXHIBIT 15 Sales Performance Analysis 76
EXHIBIT 16 Typical Decentralized Organization 95
EXHIBIT 17 Marketing Communications Mix 97
EXHIBIT 18 Estimated Expenditures of Media Advertising (1991) 106
EXHIBIT 19 Percentage of Total Estimated Media Expenditure by Category 107
EXHIBIT 20 Qualifications for Membership in the AAAA 109
EXHIBIT 21 Creative Code, Standards of Practice of the AAAA 112
EXHIBIT 22 Allocation of Trade Promotion Expenditures 147
EXHIBIT 23 Trade Promotion Practices 148
EXHIBIT 24 Trade Promotion Spending 149
EXHIBIT 25 Coupon Promotion History (in Billions) 151
EXHIBIT 26 Relationships of Goals, Objectives, Strategies, and Tasks 171
EXHIBIT 27 Planning Control Schedule for Delivery and Inventory 188
EXHIBIT 28 Implementation Schedule for Sales Meeting, April 23-25 195
EXHIBIT 29 Annual Sales Forecast (Units and Dollars) 198
EXHIBIT 30 Market Segment Sales Plan for Northwest Region 201
EXHIBIT 31 Annual Product Sales Plan for Northwest Region 202
EXHIBIT 32 Budget Proposal for Sales Promotion 206
EXHIBIT 33 Marketing Expense Budget 207
EXHIBIT 34 Monthly Marketing Plan Performance Report 217
|
| any_adam_object | 1 |
| author | Goetsch, Hal W. |
| author_facet | Goetsch, Hal W. |
| author_role | aut |
| author_sort | Goetsch, Hal W. |
| author_variant | h w g hw hwg |
| building | Verbundindex |
| bvnumber | BV026141127 |
| ctrlnum | (OCoLC)917827656 (DE-599)BVBBV026141127 |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00989nam a2200265 c 4500</leader><controlfield tag="001">BV026141127</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20110228 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">110326s1993 |||| 00||| und d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0844233706</subfield><subfield code="9">0-8442-3370-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)917827656</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV026141127</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1=" " ind2=" "><subfield code="a">und</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-188</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Goetsch, Hal W.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Developing, implementing, & managing an effective marketing plan</subfield><subfield code="c">Hal Goetsch</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Chicago, Ill.</subfield><subfield code="b">American Marketing Assoc. <<[u.a.]>></subfield><subfield code="c">1993</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XV, 247 S.</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="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=021729825&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:BVB01-021729825</subfield></datafield></record></collection> |
| id | DE-604.BV026141127 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T23:05:56Z |
| institution | BVB |
| isbn | 0844233706 |
| language | Undetermined |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021729825 |
| oclc_num | 917827656 |
| open_access_boolean | |
| owner | DE-188 |
| owner_facet | DE-188 |
| physical | XV, 247 S. |
| publishDate | 1993 |
| publishDateSearch | 1993 |
| publishDateSort | 1993 |
| publisher | American Marketing Assoc. <<[u.a.]>> |
| record_format | marc |
| spelling | Goetsch, Hal W. Verfasser aut Developing, implementing, & managing an effective marketing plan Hal Goetsch Chicago, Ill. American Marketing Assoc. <<[u.a.]>> 1993 XV, 247 S. txt rdacontent n rdamedia nc rdacarrier HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021729825&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Goetsch, Hal W. Developing, implementing, & managing an effective marketing plan |
| title | Developing, implementing, & managing an effective marketing plan |
| title_auth | Developing, implementing, & managing an effective marketing plan |
| title_exact_search | Developing, implementing, & managing an effective marketing plan |
| title_full | Developing, implementing, & managing an effective marketing plan Hal Goetsch |
| title_fullStr | Developing, implementing, & managing an effective marketing plan Hal Goetsch |
| title_full_unstemmed | Developing, implementing, & managing an effective marketing plan Hal Goetsch |
| title_short | Developing, implementing, & managing an effective marketing plan |
| title_sort | developing implementing managing an effective marketing plan |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021729825&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT goetschhalw developingimplementingmanaginganeffectivemarketingplan |