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