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Full Description
THE CLASSIC guide to develop a marketing plancompletely 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 planonce 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.
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
Chapter 7. 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
