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Analysis for Marketing Planning

ISBN-10: 0073529842
ISBN-13: 9780073529844
Edition: 7th 2008
List price: $125.00 Buy it from $29.95
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Description: Analysis for Marketing Planning, 7/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document--the Marketing Plan. Whether studying Marketing strategy or Product/Brand  More...

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Book details

List price: $125.00
Edition: 7th
Copyright year: 2008
Publisher: McGraw-Hill Higher Education
Publication date: 11/29/2007
Binding: Paperback
Pages: 312
Size: 6.25" wide x 8.75" long x 0.50" tall
Weight: 1.584
Language: English

Analysis for Marketing Planning, 7/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document--the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not attempt to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product's environment, customers and competitors.

Preface
Acknowledgments
About the Authors
Marketing Planning
Overview
Definition and Objectives of Plans
Frequent Mistakes in the Planning Process
What Makes a Good Planning System: Some Empirical Results
Is Planning Worthwhile?
The Planning Process
Approaches to Planning
Steps in the Planning Process
Components of the Marketing Plan
The Executive Summary
Situation Analysis
Marketing Objectives/Strategy
Supporting Marketing Programs
The Rest of the Plan
Example
Two Case Studies
Specialty Coffee Retailing (ca. 2006/2007)
MP3 Cell Phones (ca. 2006/2007)
Summary
References
Defining the Competitive Set
Overview
Levels of Market Competition
Definitions
Overlapping Market Segments
The Impact of Metamediaries
Product Strategy Implications
Illustration
Methods for Determining Competitors
Managerial Judgment
Customer-Based Measures
Summary
Competitor Selection
Enterprise Competition
Summary
References
Industry Analysis
Overview
Aggregate Market Factors
Category Size
Market Growth
Product Life Cycle
Sales Cyclicity
Seasonality
Profits
Category Factors
Threat of New Entrants
Bargaining Power of Buyers
Bargaining Power of Suppliers
Category Rivalry
Pressure from Substitutes
Capacity
Environmental Analysis
Technological Factors
Political Factors
Economic Factors
Regulatory Factors
Social Factors
Illustrations
Retail Coffee
MP3 Phones
Summary
References
Competitor Analysis
Overview
Sources of Information
Secondary Sources of Information
Primary Sources of Information
Other Sources
Ethically Questionable Sources
Analyzing Product Features
Assessing Competitors' Current Objectives
Determination of Competitor Objectives
Assessing Competitors' Current Strategies
Marketing Strategy
Comparing Value Chains
Marketing Mix
How to Assess Competitors' Strategies
Technology Strategy
Differential Advantage Analysis
Ability to Conceive and Design
Ability to Produce
Ability to Market
Ability to Finance
Ability to Manage
What to Do with the Information
Assessing a Competitor's Will
Predicting Future Strategies
Illustrations
Retail Coffee
MP3 Cell Phones
Summary
References
Customer Analysis
Overview
What We Need to Know About Customers
Who Buys and Uses the Product
What Customers Buy and How They Use It
Where Customers Buy
When Customers Buy
How Customers Choose
Customers as Problem Solvers
Why They Prefer a Product
The Special Case of New Products
Manifestations of Customer Value
How They Respond to Marketing Programs
Will They Buy It (Again)?
What Are They Worth?
Segmentation
Desirable Criteria for Segments
Methods for Market Segmentation
Illustrations
U.S. Cell Phone Customers
MP3 Players
Retail Coffee
Summary
References
Economic Value to the Customer (EVC)
Latent Class Methods
Market Potential and Sales Forecasting
Overview
Definitions
Market Potential
Overview
What Potential Estimates Are Used For
Information Sources
New or Growing Product Potential
Mature Product Potential
Methods of Estimating Market and Sales Potential
Area Potential
Sales Potential
Sales Forecasting
Overview
Level of Accuracy Needed
Judgment-Based Methods
Customer-Based Methods
Sales Extrapolation Methods
Model-Based Methods
What Methods Are Used?
Using Regression Models for Forecasting
Developing Regression Models
Recognizing Uncertainty
Nonlinear Relations
Share Forecasts
Forecasting Really New Products
Illustrations
Retail Coffee
PDA Sales
Using Forecasts
Combining Forecasts
Gaining Agreement
Why Not Just Go to the Web?
Summary
References
Time Series Regression with Seasonal Factors
Developing Marketing Strategy
Overview
Benefits of Strategy
Elements of Strategy
Setting Objectives
Selection of Strategic Alternatives
Increasing Sales/Market Share
Increasing Profitability
Summary
Positioning
Choice of Customer Targets
Choice of Competitor Targets
Core Strategy
Brand Strategy
Brand Building
Brand Leveraging
Measuring Brand Value
Customer Strategy
Marketing Strategy over the Life Cycle
Introduction Strategies
Growth Strategies
Maturity Strategies
Strategies for the Decline Stage
Summary
Illustrations
Retail Coffee: Peet's
MP3 Cell Phones: Sony Ericsson Walkman
Summary
References
Index

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