Market Planning Guide

ISBN-10: 0793159717
ISBN-13: 9780793159710
Edition: 6th 2002 (Revised)
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Description: Get Hands-On, Proven Marketing Basics with This "Bible" of Business Marketing Marketing is the lifeblood for succeeding in business. What venture can survive without customers? Every business, whether large or small, has to understand who its  More...

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Book details

List price: $22.95
Edition: 6th
Copyright year: 2002
Publisher: Kaplan Publishing
Publication date: 9/13/2002
Binding: Paperback
Pages: 248
Size: 8.75" wide x 11.25" long x 0.50" tall
Weight: 1.100

Get Hands-On, Proven Marketing Basics with This "Bible" of Business Marketing Marketing is the lifeblood for succeeding in business. What venture can survive without customers? Every business, whether large or small, has to understand who its customers are and how to sell to those customers cost-effectively, be it products or services. This all-new sixth edition of the marketing classic,The Market Planning Guide, contains everything needed to develop comprehensive, customized marketing plans and effective and focused marketing strategies for every size businessfrom sole proprietors to Fortune 500 companies. Readers will learn the questions to ask in order to create their own outline for a comprehensive marketing plan, including targeting the most profitable customers, standing out from the competition, pricing to maximize profits, and selling that yields results. From mastering the basics to applying marketing principles to the actual marketing plans of two different companies, this user-friendly workbook gets readers up-to-speed fast, and: Generates solutions to customer-retention issues using Web tools. Delivers a simple process for creating and supporting sales forecasts. Identifies differences in marketing for smaller ventures versus larger companies. Enhances growth opportunities using the Internet for information sharing and troubleshooting. The Market Planning Guideis the most comprehensive, yet easy-to-use marketing planning tool available. Author David H. "Andy" Bangs outlines what's at the heart of marketing an enterprise: the thrill of making a business grow, serving more customers, trying new ways to deliver value to customers, and watching employees grow and develop.

Introduction
The Quick Strategic Marketing Plan
What business are you in?
Summary for Chapter 1
Marketing Overview
What do you sell?
Who are your target markets?
What are your marketing goals for next year? Your sales and profit goals?
What might keep you from achieving these goals?
What is your marketing budget?
Summary for Chapter 2
Products and Services
What are the benefits of your products and services?
What is the Unique Selling Proposition (USP) of your products and services?
What product or service is the best contributor to your overhead and profits? Your worst?
Summary for Chapter 3
Customers and Prospects
Who are your current customers?
What are their buying habits?
Why do they buy your goods and services?
Who are your best customers and prospects?
What is your market share?
Is your market share growing, shrinking, or stable?
Is the market itself growing, shrinking, or stable? Is it changing in other ways?
Summary for Chapter 4
Competitive Analysis
Who are your competitors?
What do your competitors do better than you?
What do you do better than your competitors?
What is your competitive position?
Summary for Chapter 5
Price Setting
How do you establish prices?
Summary for Chapter 6
Location and Sales Practices
How does your location affect you?
What are your sales practices?
Summary for Chapter 7
Strengths and Weaknesses
What are your business's strengths?
What are your business's weaknesses?
Summary for Chapter 8
Advertising and Promotion
What is your advertising and promotion budget?
What are your promotional and advertising objectives?
How do you promote your business?
Summary for Chapter 9
Strategic Marketing
What marketing problems have you discovered so far?
How do you plan to solve these problems?
Are the goals stated in Chapter One still valid? If not, what are your new goals?
How do you plan to achieve these goals?
Summary for Chapter 10
The Marketing Plan
Summary for Chapter 11
Marketing and the Internet
Summary for Chapter 12
Summary of Questions and Marketing Plan Outline
Marketing Plan for R. D. Montville and Associates
Marketing Plan for Delicious Delectables
Worksheets
Resources
Glossary
Index

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