Marketing Planning Guide,9780789001122

Marketing Planning Guide

by ; ; ;
Edition: 2nd
ISBN13: 9780789001122
ISBN10: 0789001128
Format: Hardcover
Pub. Date: 1997-10-01
Publisher(s): Haworth Pr Inc
Availability: This title is currently not available.
  • Free Shipping Icon

    This Item Qualifies for Free Shipping!*

    *Excludes marketplace orders.

List Price: $78.70

Rent Textbook

Select for Price
Add to Cart
There was a problem. Please try again later.

New Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

Summary

Haworth Best Business Books proudly presents the newly revised Marketing Planning Guide, Third Edition, the step-by-step guide giving you the tools to prepare an effective marketing plan for a company, product, or service. With over 50 pages of new and updated material, this classic textbook contains 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, approximately 100 slide transparencies, and a detailed sample course syllabus along with a test bank featuring multiple-choice and true-false questions for each chapter with answers. Book jacket.

Table of Contents

PART I: INTRODUCTION TO MARKETING PLANNING 3(62)
Chapter 1. The Importance of Marketing Planning
3(18)
Introduction
4(1)
Marketing Orientation
5(1)
What Is Planning?
6(4)
Planning's Place in the Organization
10(3)
The Marketing Planning Process
13(3)
The Marketing Plan Format
16(2)
Summary
18(1)
"Getting" Started Worksheet
19(2)
Chapter 2. Organizational Considerations in Marketing Planning
21(20)
Introduction
22(1)
Organizational Purpose
22(3)
Organizational Objectives and Strategies
25(4)
Organizing for Planning
29(1)
Organizational Structures
30(5)
Coordination and the Planning Process
35(4)
Organizational Structure and Market Responsiveness
39(1)
Summary
39(1)
Organizational Consideration Worksheet
40(1)
Chapter 3. Database Marketing Planning: Getting Needed Information
41(24)
Introduction
42(1)
Database Marketing
43(2)
Marketing Research
45(1)
Marketing Research and Decision Making
46(3)
Types of Data
49(1)
Steps in a Marketing Research Project
50(9)
Summary
59(1)
Informational Needs Worksheet
60(5)
PART II: SITUATION ANALYSIS 65(88)
Chapter 4. Product/Market Analysis
65(24)
Introduction
66(1)
Environmental Scanning
66(2)
The Strategic Implications of Product/Market Analysis
68(8)
Sales Analysis
76(3)
Cost Analysis
79(6)
Summary
85(1)
Product/Market Analysis Worksheet
86(3)
Chapter 5. Consumer Analysis
89(26)
Introduction
90(1)
Market Segmentation
91(6)
Psychographics/Lifestyle Segmentation
97(2)
Market Grid Analysis
99(9)
Market Potential
108(4)
Summary
112(1)
Consumer Analysis Worksheet
113(2)
Chapter 6. Competitive Analysis
115(22)
Introduction
117(1)
The Concept of Competitive Advantage
117(2)
Purpose of Competitive Analysis
119(3)
Competitive Forces and Advantages
122(11)
Summary
133(1)
Competitive Analysis Worksheet
134(3)
Chapter 7. Opportunity Analysis
137(16)
Introduction
138(1)
Problems versus Opportunities
138(1)
Internal Factors
139(6)
Other Factors
145(1)
Ranking Opportunities
146(1)
Summary
147(1)
Summary of Situation Analysis Worksheet
148(5)
PART III: OBJECTIVES 153(14)
Chapter 8. Marketing Objectives
153(14)
Introduction
153(1)
What Are Objectives?
154(1)
Alternatives to Managing by Objectives
155(1)
Characteristics of Good Objectives
156(3)
Types of Objectives Included in a Marketing Plan
159(3)
Using Situation Analysis Data to Set Objectives
162(1)
Summary
163(1)
Marketing Objectives Worksheet
164(3)
PART IV: STRATEGY, STRATEGY VARIABLES, AND FINANCIAL IMPACT 167(114)
Chapter 9. Marketing Strategy Development
167(16)
Introduction
168(1)
What Is Strategy?
168(1)
Elements of Marketing Strategy
169(4)
Alternate Marketing Strategies
173(5)
Factors Influencing the Strategy Selected
178(2)
Summary
180(1)
Marketing Strategy Development Worksheet
181(2)
Chapter 10. Product Decisions
183(24)
Introduction
184(1)
Product: The First Component of the Marketing Mix
184(1)
What Is a Product?
185(2)
Product Positioning Strategies
187(2)
Quality- and Value-Based Marketing
189(3)
Service Strategy
192(1)
Improving Customer Perceptions of Service Quality
193(1)
New-Product Development Decisions
194(4)
Changing Existing Products
198(1)
Product-Line Decisions
199(1)
Branding Decisions
200(2)
Packaging and Labeling Decisions
202(1)
Summary
203(1)
Product Decisions Worksheet
204(3)
Chapter 11. Place Decisions
207(16)
Introduction
208(1)
Who Will Be Channel Captain?
209(2)
Which Type of Channel Should Be Used?
211(3)
Which Kind of Middlemen Should Be Used?
214(1)
Market Exposure Decisions
215(1)
Transportation and Storage Decisions
216(3)
The Physical Distribution Concept
219(1)
Summary
220(1)
Place Decisions Worksheet
221(2)
Chapter 12. Promotion Decisions
223(24)
Introduction
224(1)
Target-Audience Decisions
225(1)
Promotional Methods Decisions
226(2)
Media Decisions
228(4)
Message Content Decisions
232(2)
Personal Selling Strategy Decisions
234(4)
Sales Promotion Decisions
238(1)
Publicity Decisions
238(1)
Promotional Budgeting Decisions
239(1)
Summary
240(1)
Promotion Decisions Worksheet
241(6)
Chapter 13. Price Decisions
247(18)
Introduction
248(1)
Price-Level Decisions
248(1)
Price Determination
249(6)
New-Product Pricing Decisions
255(2)
Pricing-Policy Decisions
257(3)
Summary
260(2)
Price Decisions Worksheet
262(3)
Chapter 14. The Financial Impact of Marketing Strategies
265(16)
Introduction
266(1)
Pro Forma Income Statement
266(2)
Pro Forma Forecast
268(3)
Pro Forma Cost Forecast
271(1)
Return on Investment
272(3)
Strategy Revisions and Contingency Plans
275(1)
Summary
275(1)
Financial Impact Worksheet
276(5)
PART V: CONTROLLING THE MARKETING PLAN 281(18)
Chapter 15. Monitoring and Controlling the Marketing Plan
281(18)
Introduction
282(1)
Integration of Planning and Control
283(1)
Timing of Information Flows
284(1)
Performance Evaluation and Control
285(6)
Consumer Feedback
291(1)
Establishing Procedures
292(1)
Summary
292(2)
Marketing Control Worksheet
294(5)
PART VI: PLANNING ANALYSIS 299(28)
Chapter 16. The Marketing Planning Audit
299(16)
Introduction
301(1)
The Planning Audit
301(1)
Audit Personnel
302(1)
Objective, Scope, and Breadth of Audit
303(1)
Audit Data and Reporting Format
304(3)
Increasing the Level of Sophistication in Planning
307(1)
Summary
308(1)
Marketing Planning Audit Worksheet
309(6)
Chapter 17. Marketing Plan Implementation
315(12)
Introduction
316(1)
Implementation Skills
316(3)
Integrating a Societal Marketing Orientation Throughout the Organization
319(1)
Transition from Strategy to Tactics
320(4)
Summary
324(1)
Plan Implementation Worksheet
325(2)
Notes 327(6)
Index 333

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

Digital License

You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.

More details can be found here.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.