Analysis for Marketing Planning / Edition 3

Analysis for Marketing Planning / Edition 3

by Donald R. Lehmann
     
 

ISBN-10: 0256122768

ISBN-13: 9780256122763

Pub. Date: 09/28/1993

Publisher: McGraw-Hill Higher Education

Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document—the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not

Overview

Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document—the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not attempt to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product’s environment, customers and competitors.

Product Details

ISBN-13:
9780256122763
Publisher:
McGraw-Hill Higher Education
Publication date:
09/28/1993
Series:
The Irwin Series in Marketing
Edition description:
Older Edition
Pages:
208
Product dimensions:
6.43(w) x 9.23(h) x 0.40(d)

Table of Contents


Preface     viii
Acknowledgments     x
About the Authors     xi
Marketing Planning     1
Overview     1
Definition and Objectives of Plans     1
Frequent Mistakes in the Planning Process     5
What Makes a Good Planning System: Some Empirical Results     9
Is Planning Worthwhile?     9
The Planning Process     10
Approaches to Planning     10
Steps in the Planning Process     10
Components of the Marketing Plan     13
The Executive Summary     13
Situation Analysis     14
Marketing Objectives/Strategy     15
Supporting Marketing Programs     15
The Rest of the Plan     15
Example     15
Two Case Studies     19
Specialty Coffee Retailing (ca. 2006/2007)     19
MP3 Cell Phones (ca. 2006/2007)     21
Summary     24
References     24
Defining the Competitive Set     29
Overview     29
Levels of Market Competition     33
Definitions     33
Overlapping Market Segments     38
The Impact ofMetamediaries     39
Product Strategy Implications     40
Illustration     42
Methods for Determining Competitors     44
Managerial Judgment     45
Customer-Based Measures     47
Summary     53
Competitor Selection     54
Enterprise Competition     56
Summary     59
References     59
Industry Analysis     62
Overview     62
Aggregate Market Factors     64
Category Size     64
Market Growth     64
Product Life Cycle     65
Sales Cyclicity     66
Seasonality     67
Profits     67
Category Factors     67
Threat of New Entrants     68
Bargaining Power of Buyers     71
Bargaining Power of Suppliers     72
Category Rivalry     73
Pressure from Substitutes     74
Capacity     75
Environmental Analysis     75
Technological Factors     76
Political Factors     78
Economic Factors     79
Regulatory Factors     80
Social Factors     80
Illustrations     85
Retail Coffee     85
MP3 Phones     87
Summary     88
References     88
Competitor Analysis     90
Overview     90
Sources of Information     96
Secondary Sources of Information     96
Primary Sources of Information     102
Other Sources     104
Ethically Questionable Sources     106
Analyzing Product Features     108
Assessing Competitors' Current Objectives     109
Determination of Competitor Objectives     109
Assessing Competitors' Current Strategies     112
Marketing Strategy     112
Comparing Value Chains     113
Marketing Mix     114
How to Assess Competitors' Strategies     115
Technology Strategy     118
Differential Advantage Analysis     120
Ability to Conceive and Design     122
Ability to Produce     122
Ability to Market     122
Ability to Finance     122
Ability to Manage     122
What to Do with the Information     123
Assessing a Competitor's Will     123
Predicting Future Strategies     125
Illustrations     129
Retail Coffee     129
MP3 Cell Phones     132
Summary     135
References     135
Customer Analysis     137
Overview     137
What We Need to Know About Customers     138
Who Buys and Uses the Product     138
What Customers Buy and How They Use It     145
Where Customers Buy     148
When Customers Buy     148
How Customers Choose     149
Customers as Problem Solvers     155
Why They Prefer a Product     155
The Special Case of New Products     159
Manifestations of Customer Value     161
How They Respond to Marketing Programs     164
Will They Buy It (Again)?     165
What Are They Worth?     166
Segmentation     170
Desirable Criteria for Segments     171
Methods for Market Segmentation     172
Illustrations     190
U.S. Cell Phone Customers     190
MP3 Players     191
Retail Coffee     192
Summary      194
References     195
Economic Value to the Customer (EVC)     199
Latent Class Methods     202
Market Potential and Sales Forecasting     204
Overview     204
Definitions     205
Market Potential     206
Overview     206
What Potential Estimates Are Used For     206
Information Sources     207
New or Growing Product Potential     209
Mature Product Potential     211
Methods of Estimating Market and Sales Potential     211
Area Potential     214
Sales Potential     215
Sales Forecasting     215
Overview     215
Level of Accuracy Needed     218
Judgment-Based Methods     218
Customer-Based Methods     223
Sales Extrapolation Methods     224
Model-Based Methods     228
What Methods Are Used?     230
Using Regression Models for Forecasting     231
Developing Regression Models     232
Recognizing Uncertainty     238
Nonlinear Relations     239
Share Forecasts     240
Forecasting Really New Products      241
Illustrations     242
Retail Coffee     242
PDA Sales     244
Using Forecasts     245
Combining Forecasts     245
Gaining Agreement     246
Why Not Just Go to the Web?     247
Summary     247
References     247
Time Series Regression with Seasonal Factors     249
Developing Marketing Strategy     253
Overview     253
Benefits of Strategy     254
Elements of Strategy     255
Setting Objectives     256
Selection of Strategic Alternatives     259
Increasing Sales/Market Share     260
Increasing Profitability     262
Summary     263
Positioning     264
Choice of Customer Targets     264
Choice of Competitor Targets     265
Core Strategy     266
Brand Strategy     272
Brand Building     273
Brand Leveraging     278
Measuring Brand Value     279
Customer Strategy     282
Marketing Strategy over the Life Cycle     283
Introduction Strategies     283
Growth Strategies      284
Maturity Strategies     286
Strategies for the Decline Stage     287
Summary     287
Illustrations     288
Retail Coffee: Peet's     288
MP3 Cell Phones: Sony Ericsson Walkman     288
Summary     288
References     289
Index     293

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