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Cengage Delmar Learning
Marketing Planning: A Workbook for Marketing Managers

Marketing Planning: A Workbook for Marketing Managers

by Sally Dibb, Lyndon Simkin


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Product Details

ISBN-13: 9781844807826
Publisher: Cengage Delmar Learning
Publication date: 03/28/2008
Edition description: Workbook
Pages: 227
Product dimensions: 7.50(w) x 9.64(h) x 0.69(d)

Table of Contents

List of figures     xv
Preface     xvii
About the authors     xxi
Acknowledgements     xxiii
List of reviewers     xxv
Perspective to Marketing Planning     1
Marketing planning     3
Definitions     3
Why conduct marketing planning?     4
The marketing planning approach     5
The marketing planning process     6
How other authors view marketing planning     6
The marketing planning cycle     9
The Marketing Planning Process     11
Existing markets/sectors     13
Approaches to the analysis     14
The ABC sales: contribution analysis     16
For market segments or territories     16
For individual customer accounts     17
Recording the ABC sales: contribution chart     18
Market trends and the marketing environment     20
Market trends     20
The marketing environment     22
Macro marketing environment forces     22
Micro marketing environment forces     23
Monitoring the marketing environment     24
SWOT analysis: strengths, weaknesses, opportunities and threats     28
The SWOT analysis     28
Issues: internal environment - strengths/weaknesses     29
Issues: external environment - threats/opportunities     30
Conducting the SWOT     31
Customer needs, expectations and buying processes     34
Insights into customers     34
Understanding customers and key customer values     35
Key customer values (KCVs)     36
Customer profiles     36
Buying process and influences     37
The behaviour and buying processes of customers     37
Consumer buying decision process     37
The organizational or business-to-business decision process     39
Organizational versus consumer buyer behaviour     40
Assessing customers, KCVs, buying processes in the buying proforma     41
Competition and competitors' strategies     45
Understanding the competitive arena     45
Warfare strategies     48
Competitive positions     48
Principles of defensive warfare strategies     49
Principles of offensive warfare strategies     50
Strategies for market followers, nichers and fast movers     51
Monitoring competitors' strategies      51
Recording competitive positions and strengths on the competitive positions proforma     52
The strength of the portfolio and future directions     57
The balanced portfolio     58
The directional policy matrix approach to assessing business strength and market attractiveness     58
Assessing market attractiveness and business strength     58
Worked example of the DPM     60
Interpreting the DPM     61
Levels of analysis     61
Recording the portfolio analysis     62
The product life cycle     63
Introduction stage     65
Growth     66
Maturity     66
Decline     66
The PLC in marketing planning     67
Marketing strategy     69
Mission statement and opportunities     69
Target markets     71
Market segmentation     71
The segmentation process     72
Carrying out segmentation     73
Essential qualities for effective segments     74
Targeting     76
Basis for competing: differential advantage     77
Steps in determining a differential advantage     78
Givens versus advantages      79
Assessing differential advantages     80
Brand and product positionings     81
The positioning map     81
Producing the positioning map in marketing planning     82
Strategy recommendations     84
Strategies should change     84
Revising the targeting strategy     85
The need to strive for a differential advantage     85
Required positioning     86
Strategy summary     86
Marketing objectives and gap analysis     89
Marketing objectives     89
Gap analysis     91
Required marketing programmes     93
Issues to emphasize     93
The marketing mix     94
Resources, schedules and responsibilities     105
Resources, scheduling and responsibilities     105
Additional implications, ongoing needs and monitoring the marketing plan's effectiveness     109
Additional implications across the organization     110
Ongoing needs     110
Monitoring effectiveness and progress     112
Controlling implementation of the marketing plan     114
Establishing performance standards     114
Marketing controls     115
Reviews and audits     116
The Marketing Plan     121
The marketing plan document     123
The scope of the marketing plan     123
Key sections of the marketing plan     125
Managing Marketing Planning     133
Identifying, diagnosing and treating blockers to progress     135
No matter how robust the process adopted, problems occur!     136
Evolution of observed impediments to effective marketing planning     138
Core blockers impeding marketing planning     140
Diagnosing marketing planning blockers     142
Infrastructure blockers: the diagnosis     142
Process blockers: the diagnosis     146
Implementation blockers: the diagnosis     147
Treating the diagnosed marketing planning blockers     149
Infrastructure blockers: the treatments     149
Process blockers: the treatments     152
Implementation blockers: the treatments     153
Applied Illustrations - Case Studies     157
Appreciating how to undertake marketing planning in practice     159
JCB's adoption of marketing planning     159
Marketing planning and mental health: St Andrew's Healthcare     168
Fujitsu: Planning for the customer's experience      174
Marketing planning in an SME: Scope and process issues for Box Technologies     178
Managing marketing planning in global operations: InterContinental Hotels Group     183
Appendix     189
Bibliography     223
Index     225

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