Marketing Planning Guide
by Stevens, Robert E.; Loudon, David L.; Warren, William E.Format: Paperback
Pub. Date: 1991-07-01
Publisher(s): Haworth Pr Inc
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Summary
Haworth Best Business Books proudly presents the newly revised Marketing Planning Guide, Third Edition, the step-by-step guide giving you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of new and updated material, this classic textbook contains the solid foundation of knowledge and philosophy of the previous editions while adding essential new information on Internet marketing, business ethics, and an illustrative sample business plan. Worksheets at the end of each chapter guide you in creating your own plan-once all the worksheets are completed you will have roughed out your own complete marketing plan. The accompanying instructor's package includes a helpful manual, approximately 100 slide transparencies, and a detailed sample course syllabus along with a test bank featuring multiple-choice and true-false questions for each chapter with answers. Book jacket.
Table of Contents
| About the Authors | p. xi |
| Preface | p. xiii |
| Introduction to Marketing Planning | |
| The Importance of Marketing Planning | p. 3 |
| Marketing Planning in Action: Starbucks | p. 3 |
| Introduction | p. 4 |
| What Is Marketing? | p. 5 |
| What Is Planning? | p. 8 |
| Planning's Place in the Organization | p. 11 |
| The Marketing Planning Process | p. 13 |
| The Marketing Plan Format | p. 16 |
| Summary | p. 18 |
| Organizational Considerations in Marketing Planning | p. 19 |
| Marketing Planning in Action: Simple Is Best | p. 19 |
| Introduction | p. 20 |
| Organizational Purpose | p. 20 |
| Organizational Objectives and Strategies | p. 22 |
| Organizing for Planning | p. 26 |
| Organizational Structure | p. 27 |
| Coordination and the Planning Process | p. 32 |
| Organizational Structure and Market Responsiveness | p. 36 |
| Summary | p. 36 |
| Database Marketing Planning: Getting Needed Information | p. 39 |
| Marketing Planning in Action: Hyundai Motor Company | p. 39 |
| Introduction | p. 40 |
| Database Marketing | p. 40 |
| Marketing Research | p. 44 |
| Decision Making | p. 45 |
| Types of Data | p. 48 |
| Steps in a Marketing Research Project | p. 49 |
| Summary | p. 58 |
| Situation Analysis | |
| Product/Market Analysis | p. 61 |
| Marketing Planning in Action: Napster and the Advent of Music File Sharing | p. 61 |
| Introduction | p. 62 |
| Environmental Scanning | p. 62 |
| The Strategic Implications of Product/Market Analysis | p. 65 |
| Sales Analysis | p. 71 |
| Cost Analysis | p. 74 |
| Summary | p. 80 |
| Consumer Analysis | p. 81 |
| Marketing Planning in Action: The Antiaging Movement | p. 81 |
| Introduction | p. 82 |
| Market Segmentation | p. 83 |
| Psychographics/Lifestyle Segmentation | p. 88 |
| Market Grid Analysis | p. 91 |
| Market Potential | p. 100 |
| Summary | p. 104 |
| Competitive Analysis | p. 105 |
| Marketing Planning in Action: The Package Delivery Industry | p. 105 |
| Introduction | p. 106 |
| The Concept of Competitive Advantage | p. 106 |
| Purpose of Competitive Analysis | p. 108 |
| Competitive Forces and Advantages | p. 111 |
| Summary | p. 122 |
| Opportunity Analysis | p. 123 |
| Marketing Planning in Action: Reinventing Barbie | p. 123 |
| Introduction | p. 124 |
| Problems versus Opportunities | p. 124 |
| Internal Factors | p. 125 |
| Other Factors | p. 129 |
| Ranking Opportunities | p. 131 |
| Summary | p. 132 |
| Objectives | |
| Marketing Objectives | p. 135 |
| Marketing Planning in Action: Kodak | p. 135 |
| Introduction | p. 136 |
| What Are Objectives? | p. 136 |
| Alternatives to Managing by Objectives | p. 137 |
| Characteristics of Good Objectives | p. 138 |
| Types of Objectives Included in a Marketing Plan | p. 141 |
| Using Situation Analysis Data to Set Objectives | p. 144 |
| Summary | p. 145 |
| Strategy, Strategy Variables, and Financial Impact | |
| Marketing Strategy Development | p. 149 |
| Marketing Planning in Action: Mercedes | p. 149 |
| Introduction | p. 150 |
| What Is Strategy? | p. 150 |
| Elements of Marketing Strategy | p. 151 |
| Alternate Marketing Strategies | p. 155 |
| Factors Influencing the Strategy Selected | p. 159 |
| Summary | p. 161 |
| Product Decisions | p. 163 |
| Market Planning in Action: DuPont | p. 163 |
| Introduction | p. 164 |
| Product: The First Component of the Marketing Mix | p. 164 |
| What Is a Product? | p. 165 |
| Product Positioning Strategies | p. 166 |
| Quality- and Value-Based Marketing | p. 168 |
| Service Strategy | p. 171 |
| Improving Customer Perceptions of Service Quality | p. 172 |
| New-Product Development Decisions | p. 173 |
| Changing Existing Products | p. 178 |
| Product Line Decisions | p. 179 |
| Branding Decisions | p. 180 |
| Packaging and Labeling Decisions | p. 181 |
| Summary | p. 182 |
| Place Decisions | p. 185 |
| Marketing Planning in Action: The Changing Face of Retail Stores | p. 185 |
| Introduction | p. 186 |
| Who Will Be Channel Captain? | p. 187 |
| Which Type of Channel Should Be Used? | p. 189 |
| Which Kind of Middlemen Should Be Used? | p. 191 |
| Market Exposure Decisions | p. 192 |
| Transportation and Storage Decisions | p. 194 |
| The Physical Distribution Concept | p. 196 |
| Summary | p. 197 |
| Promotion Decisions | p. 199 |
| Marketing Planning in Action: Product Placement | p. 199 |
| Introduction | p. 200 |
| Target Audience Decisions | p. 201 |
| Promotional Methods Decisions | p. 202 |
| Media Decisions | p. 203 |
| Message Content Decisions | p. 206 |
| Personal Selling Strategy Decisions | p. 210 |
| Sales Promotion Decisions | p. 213 |
| Publicity Decisions | p. 214 |
| Promotional Budgeting Decisions | p. 215 |
| Summary | p. 216 |
| Price Decisions | p. 217 |
| Marketing Planning in Action: Hotel Price Guarantees | p. 217 |
| Introduction | p. 218 |
| Price Level Decisions | p. 218 |
| Price Determination | p. 219 |
| New Product Pricing Decisions | p. 225 |
| Pricing Policy Decisions | p. 226 |
| Summary | p. 229 |
| The Financial Impact of Marketing Strategies | p. 231 |
| Marketing Planning in Action: Razor Wars | p. 231 |
| Introduction | p. 232 |
| Pro Forma Income Statement | p. 232 |
| Pro Forma Forecast | p. 234 |
| Pro Forma Cost Forecast | p. 237 |
| Return on Investment | p. 238 |
| Strategy Revisions and Contingency Plans | p. 240 |
| Summary | p. 241 |
| Implementing and Controlling the Marketing Plan | |
| Marketing Plan Implementation | p. 245 |
| Marketing Planning in Action: The Fluctuating Popularity of the Hummer | p. 245 |
| Introduction | p. 246 |
| Implementation Skills | p. 246 |
| Integrating a Societal Marketing Orientation Throughout the Organization | p. 247 |
| Transition from Strategy to Tactics | p. 250 |
| Summary | p. 253 |
| Monitoring and Controlling the Marketing Plan | p. 255 |
| Marketing Planning in Action: Reinvigorating Levi Strauss | p. 255 |
| Introduction | p. 256 |
| Integration of Planning and Control | p. 257 |
| Timing of Information Flows | p. 258 |
| Performance Evaluation and Control | p. 258 |
| Establishing Procedures | p. 265 |
| Summary | p. 265 |
| Planning Analysis | |
| The Marketing Planning Audit | p. 269 |
| Marketing Planning in Action: Johnson & Johnson | p. 269 |
| Introduction | p. 270 |
| The Planning Aduit | p. 270 |
| Audit Personnel | p. 271 |
| Objective, Scope, and Breadth of Audit | p. 272 |
| Audit Data and Reporting Format | p. 276 |
| Increasing the Level of Sophistication in Planning | p. 276 |
| Summary | p. 277 |
| Worksheets | p. 279 |
| Getting Started | p. 279 |
| Organizational Consideration | p. 281 |
| Informational Needs | p. 282 |
| Product/Market Analysis | p. 284 |
| Consumer Analysis | p. 286 |
| Competitive Analysis | p. 288 |
| Summary of Situation Analysis | p. 290 |
| Marketing Objectives | p. 292 |
| Marketing Strategy Development | p. 293 |
| Product Decisions | p. 295 |
| Place Decisions | p. 298 |
| Promotion Decisions | p. 300 |
| Price Decisions | p. 306 |
| Financial Impact | p. 308 |
| Plan Implementation | p. 310 |
| Marketing Control | p. 313 |
| Marketing Planning Audit | p. 315 |
| Sample Marketing Plan: Water-Oriented Recreation Park | p. 321 |
| Situation Analysis | p. 321 |
| Objectives | p. 326 |
| Strategy | p. 327 |
| Control Procedures | p. 330 |
| Consumer Study | p. 332 |
| Notes | p. 337 |
| Index | p. 345 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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