The Marketing Plan Project Manual

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More About This Book

Product Details

  • ISBN-13: 9780314013415
  • Publisher: West Group
  • Publication date: 3/28/1993
  • Edition number: 1
  • Pages: 130

Table of Contents

Ch. 1 The Marketing Plan Project 1
Benefits to be Gained 2
Difficulty of Working with Others 3
Forming a Project Group 3
Group Organization and Leadership 4
Team Evaluation 5
Appendix 1A - Student Background Form 7
Appendix 1B - Group Information Sheet 9
Appendix 1C - Peer Evaluation 11
Ch. 2 The Value of Planning 13
The Planning Process 13
The Benefits of Planning 14
Planning and the Corporate Culture 16
Planning and Small Businesses 16
The Three Parts of a Marketing Plan 17
Appendix 2A - Your Personal Plan 19
Ch. 3 Working with a Client 21
Tips on Choosing a Topic 23
Working With a Client 23
You Are a Marketing Expert 24
Managerial Decision Making and Marketing Planning 25
The Initial Meeting With Your Client 26
Appendix 3A - Client Interview Form 31
Ch. 4 Presenting Information 35
Competing Information 35
The Report 36
What the Client Needs to Know 37
Using Tables, Graphs, and Figures 37
Appendix 4A - Typical Graphs and Charts 39
Ch. 5 The Three-Part Marketing Plan 43
The Three-Part System 43
Ch. 6 The Situation Analysis 49
1.0 Situation Analysis 49
1.1 Your Company 50
1.2 Your Product(s)/Service(s) 51
1.3 The Price/Contribution Margin 53
1.4 Promotions 58
1.5 Sales 61
1.6 Distribution 62
1.7 Competitive Analysis 62
1.8 The Current Market 64
1.9 Environmental Forces in the Market 70
1.10 The Market Strategy Grid 72
1.11 Situation Analysis Summary 76
1.12 The Marketing Information System 76
Appendix 6A - Creating a Benefit/Segment Matrix 81
Appendix 6B - Price/Contribution Analysis 83
Appendix 6C - Analyzing Promotional Effectiveness 85
Appendix 6D - Analyzing Your Competition 87
Appendix 6E - Segmenting the Market 89
Appendix 6F - Predicting Market Growth or Decline 91
Appendix 6G - The Market Environment 93
Appendix 6H - The Marketing Strategy Grid 97
Appendix 6I - The Marketing Information System 99
Ch. 7 The Marketing Strategy 101
Strategy and the Competition 101
2.0 What are Strategies 102
2.1 Major Strategy Statement 102
2.2 Objectives 104
2.3 The Basic Selling Idea 105
2.4 The Market: Sources of Business 106
2.5 Marketing Mix Strategies: Price 109
2.6 Marketing Mix Strategies: Promotion 110
2.7 Marketing Mix Strategies: Product 110
2.8 Marketing Mix Strategies: Place 110
Appendix 7A - Writing Your Strategy 111
Appendix 7B - Setting Objectives 113
Appendix 7C - Writing the Basic Selling Idea 117
Appendix 7D - Writing Your Marketing Mix Strategies 119
Ch. 8 Marketing Actions Plans 121
3.0 Action Plans 121
3.1 Establishing the Marketing Budget 128
3.2 Evaluating the Action Plans 129
Appendix 8A - Writing Your Marketing Action Plan 131
Appendix 8B - A Marketing Budget Form 135
Appendix 8C - Action Plan Evaluation Form 137
Ch. 9 Marketing Math 139
The Formulas 139
Weighted Averages 140
Contribution Margin 141
Market Growth or Decline 141
Sales Mix Calculations 143
Break Even Calculations 144
Summary of Marketing Math 147
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