Marketing Planning Guide / Edition 1

Marketing Planning Guide / Edition 1

by Robert E. Stevens, David L. Loudon, William E. Warren
     
 

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ISBN-10: 1560240849

ISBN-13: 9781560240846

Pub. Date: 01/01/1991

Publisher: Haworth Press, Incorporated, The

THE CLASSIC guide to develop a marketing plan—completely updated!

The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has the solid foundation of knowledge and

Overview

THE CLASSIC guide to develop a marketing plan—completely updated!

The newly revised Marketing Planning Guide, Third Edition is the step-by-step guide that gives you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of updated material, this classic textbook has 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, a detailed sample course syllabus, and a test bank featuring a multiple-choice and true-false questions for each chapter with answers.

This edition of the Marketing Planning Guide contains clear tables and diagrams, is fully referenced, and has updated examples for easy understanding of concepts. It shows how to:

  • analyze the market, consumers, the competition, and opportunities
  • develop strategy and marketing objectives
  • make product, place, promotional, and price decisions
  • realize the financial impact of marketing strategies
  • implement, audit, and control your marketing plan
And now the Marketing Planning Guide, Third Edition is updated to include:
  • extensive information on Internet marketing
  • new examples illustrating the process
  • a complete sample marketing plan
  • end of chapter worksheets providing step-by-step instructions
  • Internet data sources
This is the definitive book for marketing professionals who want to use a "hands on" approach for learning the planning process. It will guide anyone through the steps of preparing an effective marketing plan.

Product Details

ISBN-13:
9781560240846
Publisher:
Haworth Press, Incorporated, The
Publication date:
01/01/1991
Series:
Haworth Marketing Resources Series
Edition description:
Older Edition
Pages:
308
Product dimensions:
5.91(w) x 8.27(h) x (d)

Related Subjects

Table of Contents

About the Authors

Preface

PART I: INTRODUCTION TO MARKETING PLANNING

Chapter 1. The Importance of Marketing Planning

Marketing Planning in Action: Starbucks

Introduction

What Is Marketing?

What Is Planning?

Planning's Place in the Organization

The Marketing Planning Process

The Marketing Plan Format

Summary

Chapter 2. Organizational Considerations in Marketing Planning

Marketing Planning in Action: Simple Is Best

Introduction

Organizational Purpose

Organizational Objectives and Strategies

Organizing for Planning

Organizational Structure

Coordination and the Planning Process

Organizational Structure and Market Responsiveness

Summary

Chapter 3. Database Marketing Planning: Getting Needed Information

Marketing Planning in Action: Hyundai Motor Company

Introduction

Database Marketing

Marketing Research

Decision Making

Types of Data

Steps in a Marketing Research Project

Summary

PART II: SITUATION ANALYSIS

Chapter 4. Product/Market Analysis

Marketing Planning in Action: Napster and the Advent of Music File Sharing

Introduction

Environmental Scanning

The Strategic Implications of Product/Market Analysis

Sales Analysis

Cost Analysis

Summary

Chapter 5. Consumer Analysis

Marketing Planning in Action: The Antiaging Movement

Introduction

Market Segmentation

Psychographics/Lifestyle Segmentation

Market Grid Analysis

Market Potential

Summary

Chapter 6. Competitive Analysis

Marketing Planning in Action: The Package Delivery Industry

Introduction

The Concept of Competitive Advantage

Purpose of Competitive Analysis

Competitive Forces and Advantages

Summary

Chapter7. Opportunity Analysis

Marketing Planning in Action: Reinventing Barbie

Introduction

Problems versus Opportunities

Internal Factors

Other Factors

Ranking Opportunities

Summary

PART III: OBJECTIVES

Chapter 8. Marketing Objectives

Marketing Planning in Action: Kodak

Introduction

What Are Objectives?

Alternatives to Managing by Objectives

Characteristics of Good Objectives

Types of Objectives Included in a Marketing Plan

Using Situation Analysis to Set Objectives

Summary

PART IV: STRATEGY, STRATEGY VARIABLES, AND FINANCIAL IMPACT

Chapter 9. Marketing Strategy Development

Marketing Planning in Action: Mercedes

Introduction

What Is Strategy?

Elements of Marketing Strategy

Alternate Marketing Strategies

Factors Influencing the Strategy Selected

Summary

Chapter 10. Product Decisions

Marketing Planning in Action: DuPont

Introduction

Product: The First Component of the Marketing Mix

What Is a Product?

Product Positioning Strategies

Quality- and Value-Based Marketing

Service Strategy

Improving Customer Perceptions of Service Quality

New-Product Development Decisions

Changing Existing Products

Product Line Decisions

Branding Decisions

Packaging and Labeling Decisions

Summary

Chapter 11. Place Decisions

Marketing Planning in Action: The Changing Face of Retail Stores

Introduction

Who Will Be Channel Captain?

Which Type of Channel Should Be Used?

Which Kind of Middlemen Should Be Used?

Market Exposure Decisions

Transportation and Storage Decisions

The Physical Distribution Concept

Summary

Chapter 12. Promotion Decisions

Marketing Planning in Action: Product Placement

Introduction

Target Audience Decisions

Promotional Methods Decisions

Media Decisions

Message Content Decisions

Personal Selling Strategy Decisions

Sales Promotion Decisions

Publicity Decisions

Promotional Budgeting Decisions

Summary

Chapter 13. Price Decisions

Marketing Planning in Action: Hotel Price Guarantees

Introduction

Price Level Decisions

Price Determination

New Product Pricing Decisions

Pricing Policy Decisions

Summary

Chapter 14. The Financial Impact of Marketing Strategies

Marketing Planning in Action: Razor Wars

Introduction

Pro Forma Income Statement

Pro Forma Forecast

Pro Forma Cost Forecast

Return on Investment

Strategy Revisions and Contingency Plans

Summary

PART V: IMPLEMENTING AND CONTROLLING THE MARKETING PLAN

Chapter 15. Marketing Plan Implementation

Marketing Planning in Action: The Fluctuating Popularity of the Hummer

Introduction

Implementation Skills

Integrating a Societal Marketing Orientation Throughout the Organization

Transition from Strategy to Tactics

Summary

Chapter 16. Monitoring and Controlling the Marketing Plan

Marketing Planning in Action: Reinvigorating Levi Strauss

Introduction

Integration of Planning and Control

Timing of Information Flows

Performance Evaluation and Control

Establishing Procedures

Summary

PART VI: PLANNING ANALYSIS

Chapter 17. The Marketing Planning Audit

Marketing Planning in Action: Johnson & Johnson

Introduction

The Planning Audit

Audit Personnel

Objective, Scope, and Breadth of Audit

Audit Data and Reporting Format

Increasing the Level of Sophistication in Planning

Summary

Appendix A. Worksheets

Chapter 1: Getting Started

Chapter 2: Organizational Consideration

Chapter 3: Informational Needs

Chapter 4: Product/Market Analysis

Chapter 5: Consumer Analysis

Chapter 6: Competitive Analysis

Chapter 7: Summary of Situation Analysis

Chapter 8: Marketing Objectives

Chapter 9: Marketing Strategy Development

Chapter 10: Product Decisions

Chapter 11: Place Decisions

Chapter 12: Promotion Decisions

Chapter 13: Price Decisions

Chapter 14: Financial Impact

Chapter 15: Plan Implementation

Chapter 16: Marketing Control

Chapter 17: Marketing Planning Audit

Appendix B. Sample Marketing Plan for a Water-Oriented Recreation Park

Situation Analysis

Objectives

Strategy

Control Procedures

Consumer Study

Notes

Index

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