Essential guide to marketing planning:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow u.a.
Prentice Hall
2010
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| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 303 S. Ill., graph. Darst. |
| ISBN: | 9780273725763 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804143247011872768 |
|---|---|
| adam_text | Titel: Essential guide to marketing planning
Autor: Wood, Marian Burk
Jahr: 2010
Brief contents
Full contents vii
Preface xvii
About the author xxi
Acknowledgements xxii
Chapter 1 Introduction to marketing planning today 1
Chapter 2 Analysing the current situation 26
Chapter 3 Analysing customers and markets 48
Chapter 4 Planning segmentation, targeting and positioning 70
Chapter 5 Planning direction, objectives and strategy 92
Chapter 6 Planning for products and brands 111
Chapter 7 Planning for pricing 136
Chapter 8 Planning for channels and logistics 158
Chapter 9 Planning for communications and influence 179
Chapter 10 Supporting the marketing mix 205
Chapter 11 Planning metrics and performance measurement 225
Chapter 12 Planning implementation and control 247
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier 264
Glossary 286
Index 296
Preface
About the author
Acknowledgements
XVII
xxi
xxii
Introduction to marketing planning today
Chapter preview
The role of marketing planning
The benefits of marketing planning
The dynamic marketing plan
Marketing in practice: Ocado
The marketing planning process
Stage 1: Analyse the current situation
Stage 2: Research and analyse markets and customers
Essential marketing plan checklist No. 1: Getting ready for
situational analysis
Stage 3: Determine segmentation, targeting and positioning
Stage 4: Set marketing plan objectives and direction
Marketing in practice: Toyota
Stage 5: Plan marketing strategies, programmes and support
Product and branding
Price
Channel and logistics
Marketing in practice: Asda
Marketing communications and influence
Marketing in practice: Fox s Biscuits
Marketing support
Stage 6: Plan to measure progress and performance
Stage 7: Implement, control and evaluate the plan
Documenting a marketing plan
Internal audit: the starting point for planning
Three levels of planning for strategy
Marketing and the mission statement
Essential marketing plan checklist No. 2: The mission statement
Chapter summary
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Full contents
Case study: Home Retail Group aims higher 21
Apply your knowledge 22
Build your own marketing plan 22
Endnotes 23
Analysing the current situation 26
Chapter preview 27
Environmental scanning and analysis 27
Internal audit: identifying strengths and weaknesses 29
External audit: identifying opportunities and threats 29
SWOT analysis 30
Marketing in practice: Ryanair 31
Analysing the internal environment 31
Organisational resources and capabilities 31
Marketing in practice: Reckitt Benckiser 32
Current offerings 33
Previous performance 33
Marketing in practice: Tesco 34
Business relationships 34
Key issues 35
Essential marketing plan checklist No. 3: The internal environment 35
Analysing the external environment 36
Political factors 37
Economic factors 38
Social-cultural factors 38
Marketing in practice: Social media 39
Technological factors 39
Legal factors 40
Ecological factors 40
Competitive factors 40
Marketing in practice: Sustainability reports 41
Essential marketing plan checklist No. 4: The external environment 42
Chapter summary 43
Case study: Carrefour plans to meet marketing challenges 44
Apply your knowledge 45
Build your own marketing plan 45
Endnotes 46
Analysing customers and markets 48
Chapter preview 49
Analysing consumer and business markets 49
Market definition 50
Marketing in practice: Virgin Atlantic 52
Full contents
mm
Market changes 53
Market share 53
Analysing customers in consumer markets 54
Marketing in practice: Neiv Look 54
Characteristics and needs 55
Cultural elements 56
Marketing in practice: Teens, mobiles and marketing 56
Social connections 57
Personal elements 58
Essential marketing plan checklist No. 5: Analysing customers
in consumer markets 59
Analysing customers in business markets 59
Characteristics and needs 60
Organisational and environmental considerations 61
Internal and external relationships 61
Essential marketing plan checklist No. 6: Analysing customers
in business markets 63
Researching markets and customers 63
Marketing in practice: Neuromarketing 65
Chapter summary 65
Case study: Unilever plans for winning hearts, minds and market share 66
Apply your knowledge 67
Build your own marketing plan 67
Endnotes 68
Planning segmentation, targeting and positioning 70
Chapter preview 71
Benefits of segmentation, targeting and positioning 71
Marketing in practice: Daas Organic Beer 73
The market segmentation process 73
Choose the market 74
Apply segmentation variables in consumer markets 74
Marketing in practice: Burberry 76
Marketing in practice: Nokia 77
Apply segmentation variables in business markets 77
Evaluate and select segments for targeting 78
Marketing in practice: BASF 79
Essential marketing plan checklist No. 7: Evaluating market segments 80
The targeting process 81
Undifferentiated marketing 82
Differentiated marketing 82
Marketing in practice: The fragmented salt market 83
Concentrated marketing 83
Marketing in practice: Easyjet 84
Individualised marketing 84
Full contents
Segment personas 84
Marketing in practice: Ford 85
The positioning process 85
Deciding on differentiation 86
Applying positioning 86
Chapter summary 87
Case study: Hotel Chocolat s sweet segmentation, targeting and positioning 87
Apply your knowledge 88
Build your own marketing plan 89
Endnotes 89
Planning direction, objectives and strategy 92
Chapter preview 93
Direction and objectives drive marketing planning 93
Marketing in practice: Heinz 94
Marketing plan direction 94
Growth strategies 95
Non-growth strategies 96
Marketing in practice: Harley-Davidson 96
Marketing plan objectives 97
Characteristics of effective objectives 97
Types of objectives 98
Financial objectives 99
Marketing objectives 100
Marketing in practice: Samsung Electronics 101
Societal objectives 101
Marketing in practice: Marks Spencer and Oxfam 103
Essential marketing plan checklist No. 8: Evaluating objectives 104
From objectives to marketing-mix decisions 105
Marketing in practice: Hyundai Motor Company 106
Chapter summary 106
Case study: Appetite for growth at McDonald s Europe 107
Apply your knowledge 108
Build your own marketing plan 108
Endnotes 109
Planning for products and brands 1H
Chapter preview 112
Planning for products today 112
Marketing in practice: Walkers 114
Product mix and product line decisions 114
Marketing in practice: L Oreal 116
Product life-cycle decisions H
Marketing in practice: Apple 118
New product development decisions 118
Marketing in practice: Belu 120
Full contents
Product attribute decisions 120
Quality and performance decisions 121
Marketing in practice: Tata s Nano 122
Feature and benefit decisions 122
Marketing in practice: Intercontinental Hotel Group 123
Design decisions 123
Packaging and labelling decisions 124
Essential marketing plan checklist No. 9: Planning for products 125
Planning for brands 126
Brand identity 127
Brand meaning 128
Marketing in practice: Kraft Foods and Oreo 128
Brand response 129
Brand relationship 129
Essential marketing plan checklist No. 10: Planning for brands 130
Chapter summary 130
Case study: Panasonic refocuses on the company brand 131
Apply your knowledge 132
Build your own marketing plan 133
Endnotes 133
Planning for pricing 136
Chapter preview 137
Understanding price and value today 137
Perceptions of value 138
Marketing in practice: Freemium pricing 139
Pricing based on value 140
Marketing in practice: Aldi 140
Analysing influences on pricing decisions 141
Internal influences 141
Organisational and marketing plan objectives 141
Costs 141
Targeting and positioning 143
Marketing in practice: Tiffany 143
Marketing-mix decisions 143
Product decisions and life cycle 144
Essential marketing plan checklist No. 11: Pricing through
the product life cycle 145
External influences 146
Customers 146
Market and demand 146
Marketing in practice: Pirate or pay? 147
Competition 148
Marketing in practice: Price wars 148
Channel members 149
Full contents
Legal, regulatory and ethical considerations 149
Making pricing decisions 150
Setting pricing objectives 150
Pricing new products 151
Pricing multiple products 151
Adapting prices 152
Planning for prices to vary 153
Chapter summary 153
Case study: Ikea plans for affordable, profitable pricing 154
Apply your knowledge 155
Build your own marketing plan 155
Endnotes 156
Planning for channels and logistics 158
Chapter preview 159
Analysing the value chain 159
Marketing in practice: Zara 161
The value chain for services 162
Flows and responsibilities in the value chain 162
Reverse channels 163
Marketing in practice: Reverse channels for electronics recycling 163
Planning for channels today 164
Channel length decisions 165
Marketing in practice: Grameen Danone Foods 166
Channel member decisions 166
Essential marketing plan checklist No. 12: Planning for marketing channels 168
Planning for logistics today 169
Inventory decisions 169
Marketing in practice: Wal-Mart and Asda 170
Storage decisions 171
Transportation decisions 171
Order processing and fulfilment decisions 173
Essential marketing plan checklist No. 13: Planning for logistics 173
Chapter summary 174
Case study: How Luxottica sees channel and logistics planning 174
Apply your knowledge 175
Build your own marketing plan 176
Endnotes 176
Planning for communications and influence 179
Chapter preview 180
Planning for marketing communications and influence 180-
Word of mouth, buzz marketing and social media marketing 181
Understanding marketing communications tools 183
Full contents
^^m
Advertising 183
Sales promotion 184
Personal selling 184
Direct marketing 184
Public relations 185
Marketing in practice: Barclay card 185
Defining the target audience 185
Marketing in practice: Using mobile marketing 187
Setting the objectives and the budget 187
Considering legal, regulatory, social and ethical issues 189
Planning for tools, messages and media 189
Planning for pre- and post-implementation analysis and evaluation 189
Marketing in practice: Cadbury 190
Integrated marketing communications 190
Planning advertising 191
Planning messages 191
Planning media 191
Essential marketing plan checklist No. 14: Planning for media 192
Planning sales promotion 193
Planning for customer sales promotion 194
Marketing in practice: Nintendo 195
Planning for channel and sales force sales promotion 195
Planning personal selling 196
Marketing in practice: Avon Products 197
Planning direct marketing 198
Planning public relations 198
Defining the public 199
Planning and evaluating PR activities 199
Chapter summary 200
Case study: Serious marketing for Comic Relief 201
Apply your knowledge 202
Build your own marketing plan 202
Endnotes 203
10 Supporting the marketing mix 205
Chapter preview 206
The role of customer service and internal planning today 207
Marketing in practice: Customer service support in retailing 208
Marketing applications of customer service 208
Customer relationships 208
Marketing in practice: Yamaha 209
Marketing plan objectives 209
Marketing in practice: Blackcircles.com 210
Marketing applications of internal marketing 210
Planning for customer service 211
Q
Full contents
Determining service levels 212
Marketing in practice: Mercedes-Benz 214
Planning for service before, during and after purchases 214
MoniLoring service perceptions 215
Planning for service recovery 216
Essential marketing plan checklist No. 15: Planning for customer
service support 218
Planning for internal marketing 219
Chapter summary 220
Case study: Internal marketing and service support at Intel 220
Apply your knowledge 221
Build your own marketing plan 222
Endnotes 222
11 Planning metrics and performance measurement 225
Chapter preview 226
Tools for evaluating marketing progress 226
Measuring progress with metrics 228
Marketing in practice: Cisco 228
Selecting metrics 230
Marketing in practice: Google 232
Applying metrics 232
Essential marketing plan checklist No. 16: Planning metrics 233
Forecasting and the planning process 234
Types of forecasts 235
Market and segment sales forecasts 235
Company and product sales forecasts 235
Costs of sales forecasts 236
Channel forecasts 236
Forecasting approaches and data sources 236
Marketing in practice: Online prediction markets 238
Preparing budgets and schedules 238
Budgeting methods 239
Budgets within budgets 240
Marketing in practice: Spending more on online marketing 240
Planning schedules for implementation 241
Marketing in practice: 2012 Olympics 241
Chapter summary 241
Case study: Action for Children plans marketing to make a difference 242
Apply your knowledge 243
Build your own marketing plan 244
Endnotes 244
Full contents
12 Planning implementation and control 247
Chapter preview 248
Planning for marketing control 248
The marketing control process 249
Levels of marketing control 251
Types of marketing control 252
Annual control 253
Financial control 254
Productivity control 254
Strategic control 255
Marketing in practice: The Gap 256
Essential marketing plan checklist No. 17: Evaluating implementation 256
Contingency plans and scenario planning 257
Marketing in practice: Scenario planning 258
Chapter summary 259
Case study: Honda steers marketing towards profitable future 260
Apply your knowledge 261
Build your own marketing plan 262
Endnotes 262
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier 264
Glossary 286
Index 296
Supporting resources
Visit www.pearsoned.co.uk/wood-mp to find valuable online resources:
Companion Website for students
? Weblinks to relevant, specific Internet resources to facilitate in-depth
independent research.
? An online glossary to explain key terms.
For instructors
? PowerPoint slides that can be downloaded and used for presentations.
? Complete, downloadable Instructor s Manual.
For more information please contact your local Pearson Education sales
representative or visit www.pearsoned.co.uk/wood-mp
|
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| spelling | Wood, Marian Burk Verfasser (DE-588)133489752 aut Essential guide to marketing planning Marian Burk Wood Marketing Planning 2. ed. Harlow u.a. Prentice Hall 2010 XX, 303 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketingkonzept (DE-588)4120696-4 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Marketingkonzept (DE-588)4120696-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020552359&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 |
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| title_fullStr | Essential guide to marketing planning Marian Burk Wood |
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