The Marketing Plan / Edition 4

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Whether you're starting a new business or launching a new product the within a company, you won't be able to succeed without a clear plan that defines your goals and how you will achieve them.

Now, best-selling author William Cohen equips you with the knowledge, tools, and techniques you'll need to develop marketing plans like the pros. The Marketing Plan, 5th Edition presents step-by-step procedures-from scanning your environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing your plan, and everything in between. When you complete the book, you will not only know what to do, but also how and why.

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Editorial Reviews

This text gives students the knowledge needed to develop professional marketing plans. It explains marketing planning and provides step-by- step procedures for producing a plan, along with sample forms and actual student plans prepared in the classroom. Coverage encompasses planning the development of a marketing plan, establishing goals, develop marketing strategy and tactics, forecasting for the marketing plan, calculating important financial ratios, and presenting and implementing the plan. Seven sample plans are presented. Cohen teaches marketing and leadership at California State University. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780471230595
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/28/2004
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 368
  • Product dimensions: 8.50 (w) x 10.90 (h) x 0.70 (d)

Meet the Author

Dr. William A. Cohen is Professor of Business Administration, Touro University International, and past Chairman of the Marketing Department and Director of the Small Business Institute at California State University, Los Angeles. He has also taught at the University of Southern California and the Peter Drucker School of Management at Claremont Graduate University and was President of California American University.
Professor Cohen has a B.S. from the United States Military Academy at West Point, an M.B.A. from the University of Chicago, and an M.A. and Ph.D. in management from Claremont Graduate University. He is also a distinguished graduate of the Industrial College of the Armed Forces, National Defense University, and a retired major general in the U.S. Air Force Reserve.

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Table of Contents

Prologue xiii
The Power and Mystique of the Marketing Plan xiii
The Marketing Plan Is Essential for Every Business Operation xiv
What a Marketing Plan Will Do for You xiv
The Marketing Plan Acts as a Road Map xiv
The Marketing Plan Assists in Management Control and Implementation of Strategy xiv
The Marketing Plan Informs New Participants of Their Roles and Functions xv
The Marketing Plan Plots the Acquisition of Resources for Implementation xv
The Marketing Plan Stimulates Thinking and Makes Better Use of Resources xv
The Marketing Plan Assigns Responsibilities, Tasks, and Timing xvi
The Marketing Plan Predicts Problems, Opportunities, and Threats xvi
Getting in a Competitive Position Before You Start xvi
Types of Marketing Plans xvii
The New Product Plan xvii
Annual Marketing Plans xvii
Summary xvii
Chapter 1 Step 1: Planning The Development of a Marketing Plan 1
The Structure of the Marketing Plan 1
The Executive Summary 3
The Table of Contents 3
Introduction 4
Situational Analysis 4
The Target Market 5
Problems and Opportunities 6
Marketing Goals and Objectives 6
Marketing Strategy 6
Marketing Tactics 7
Implementation and Control 7
The Summary 7
Keeping Your Material Organized 7
Summary 8
Chapter 2 Step 2: Scanning Your Enviroment 10
The Introduction 10
The Situational Analysis 11
Target Market 16
Media Habits 20
Organizational Buyers 20
Competition 21
Resources of the Firm 21
Technological Environment 21
Economic Environment 22
Political Environment 22
Legal and Regulatory Environment 22
Social and Cultural Environment 22
Other Important Environmental Aspects 22
Problems and Opportunities 22
Sources of Information for Completing the Environmental Questions Form 23
Primary Research 24
Summary 24
Chapter 3 Step 3: Establishing Goals and Objectives 26
Establishing Objectives 26
Goals 28
The Concept of Competitive or Differential Advantage 29
Summary 32
Chapter 4 Step 4: Developing Marketing Strategy 33
The Strategy Pyramid 33
Strategic Marketing Management 34
The Four-Cell Portfolio Matrix for Decision Making in SMM 35
Product Life-Cycle Analysis 38
The Introductory Stage 39
Growth 40
Maturity 40
Decline 41
Locating the Product in its Product Life Cycle 41
Developing Strategies for the Products in Each Stage of the Product Life Cycle 44
Alternative Strategies for the Marketing Plan 46
New Market Penetration 46
Market Share Expansion 49
Entrenchment 50
Withdrawal 51
Summary 51
Chapter 5 Step 5: Developing Marketing Tactics 54
Manipulating the Controllable Variables 54
Product 54
Price 55
Place 57
Promotion 58
Primary Internet Marketing Tactics 60
World Wide Web 61
Establishing a Web Site 61
Marketing at the Web Site 61
Cybermalls 61
How to Market on the World Wide Web 62
Using Banners 62
Cyberlinks 63
Give Information Away 63
Usenet Marketing 63
E-mail Marketing 63
Using E-mail for Publicity 64
Manipulating Marketplace Environs 64
Tactical Questions for the Marketing Plan 65
Summary 65
Chapter 6 Step 6: Forecasting for Your Marketing Plan 72
The Difference Between Market Potential, Sales Potential, and Sales Forecast 73
Finding Market Potential 73
The Index Method of Calculating Market Potential 74
Bottom-Up and Top-Down Sales Forecasting 75
Executive Judgment 75
Sales-Force Composite 75
Trend Projections 75
Industry Survey 76
Regression Analyses 76
Intention-to-Buy Survey 77
Exponential Smoothing 77
Leading Indicators 77
Which Method to Use 77
You Need More Information for Your Forecast 78
The Project Development Schedule 78
The Break-Even Analysis 78
The Balance Sheet, Projected Profit and Loss Statement, and Cash-Flow Projections 82
Summary 85
Chapter 7 Step 7: Calculating Important Financial Ratios for Your Marketing Plan 86
Measures of Liquidity 86
The Current Ratio 86
The Acid Test, or "Quick," Ratio 87
Average Collection Period 88
Inventory Turnover 88
Profitability Measures 90
Asset Earning Power 90
Return on Owner's Equity 90
Net Profit on Sales 90
Investment Turnover 91
Return on Investment (ROI) 91
Sources of Ratio Analyses from All Industries 91
Summary 95
Chapter 8 Step 8: Presenting the Marketing Plan 96
The Marketing Plan as a Product 96
The Formal Presentation 97
Preparing for Your Presentation 98
Planning for Visual Aids 99
The Practice Sequence 101
The Importance of Controlling Your Time 102
Questions and Answers and How to Prepare for Them 103
Use of the Mental Visualization Technique 104
The Keys to Success for Marketing Plan Presentations 104
Summary 106
Chapter 9 Step 9: Implementation 107
Appendix A Sample Marketing Plans 109
A1 Promoting Healthy Families 111
A2 Legal Beagle Specialty Coffee Shop 139
A3 OpenAxis 179
A4 MCM Powersports 194
A5 Birralee Primary School (Australia) 223
A6 Oakstream Homes 258
A7 Penbridge Corporation (Indonesia)
A8 Naan Irrigation Systems (Brazil)
Appendix B Sources of Secondary Research 269
Appendix C Examples of Simple Research and A Marketing Research Checklist 288
Appendix D How to Lead a Team 290
Appendix E The Concept and Application of Marketing Strategy 298
Appendix F Useful Worksheets for Marketing Planning 303
Worksheet 1 Potential Expenditure Summary 304
Worksheet 2 Inventory to Be Purchased 305
Worksheet 3 Employee Compensation Forecast 306
Worksheet 4 Tax Obligations Forecast 307
Worksheet 5 Determining Source of Funding to Use 308
Worksheet 6 Checklist for Business Insurance 311
Worksheet 7 Designing a Marketing Research Questionnaire 316
Worksheet 8 Appraising a Primary Research Study 319
Worksheet 9 Important Questions to Ask Before Developing a New Product 320
Worksheet 10 Screening Questions 322
Worksheet 11 Quick Go/No-Go Checklist 324
Worksheet 12 Selecting Products or Services From Many Opportunities 325
Worksheet 13 Things to Consider If New Product/Service Introduction Is Failing 326
Worksheet 14 Establishing Costs, Sales Volume, and Profits 327
Worksheet 15 Developing Profiles of Target Markets 331
Worksheet 16 Developing an Advertising and Publicity Budget 333
Worksheet 17 Sales Interview Objective Assessments 334
Worksheet 18 Determining Objectives and Resources for Trade Shows 335
Worksheet 19 Deciding on Which Trade Shows to Attend 336
Worksheet 20 Determining Size of Booth Requirements at a Trade Show 337
Worksheet 21 Checklist for Developing a Web Site 338
Worksheet 22 Checklist for Getting a Web Site Listed in a Top Position with Search Engines 339
Worksheet 23 Checklist for Promoting a Web Site 340
Worksheet 24 Checklist for Obtaining a Patent 341
Worksheet 25 Checklist for Obtaining a Copyright 342
Worksheet 26 Checklist for Obtaining a Trademark 343
Worksheet 27 Forecasting Labor Requirements 344
Appendix G Useful Web Sites That Can Help You Develop A Marketing Plan 345
Index 347
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