| |
| |
| Preface | |
| |
| |
| |
| Marketing Planning: New Pace, New Possibilities | |
| |
| |
| Preview | |
| |
| |
| Marketing Planning Today | |
| |
| |
| Marketing and Value | |
| |
| |
| The Purpose of Marketing Planning | |
| |
| |
| Contents of a Marketing Plan | |
| |
| |
| Developing a Marketing Plan | |
| |
| |
| Research and Analyze the Current Situation | |
| |
| |
| Understand Markets and Customers | |
| |
| |
| Plan Segmentation, Targeting, and Positioning | |
| |
| |
| Plan Direction, Objectives, and Marketing Support | |
| |
| |
| Develop Marketing Strategies and Programs | |
| |
| |
| Plan Metrics and Implementation Control | |
| |
| |
| Preparing for Marketing Planning | |
| |
| |
| Primary Marketing Tools | |
| |
| |
| Supporting the Marketing Mix | |
| |
| |
| Guiding Principles | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Analyzing the Current Situation | |
| |
| |
| Preview | |
| |
| |
| Understanding the Marketing Environment | |
| |
| |
| Environmental Scanning | |
| |
| |
| SWOT Analysis | |
| |
| |
| Analyzing the Internal Environment | |
| |
| |
| Mission | |
| |
| |
| Resources | |
| |
| |
| Offerings | |
| |
| |
| Previous Results | |
| |
| |
| Business Relationships | |
| |
| |
| Keys to Success and Warning Signs | |
| |
| |
| Analyzing the External Environment | |
| |
| |
| Political-Legal Trends | |
| |
| |
| Economic Trends | |
| |
| |
| Social-Cultural Trends | |
| |
| |
| Technological Trends | |
| |
| |
| Ecological Trends | |
| |
| |
| Competitor Analysis | |
| |
| |
| Refining the SWOT Analysis | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Understanding Markets and Customers | |
| |
| |
| Preview | |
| |
| |
| Analyzing Markets Today | |
| |
| |
| Broad Definition of Market and Needs | |
| |
| |
| Markets as Moving Targets | |
| |
| |
| Market Share as a Vital Sign | |
| |
| |
| Analyzing Customer Needs and Behavior | |
| |
| |
| Consumer Markets | |
| |
| |
| Business Markets | |
| |
| |
| Planning Marketing Research | |
| |
| |
| Secondary Research | |
| |
| |
| Primary Research | |
| |
| |
| Using Marketing Research | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Segmenting, Targeting, and Positioning | |
| |
| |
| Preview | |
| |
| |
| Segmenting Consumer and Business Markets | |
| |
| |
| Segments and Niches | |
| |
| |
| Reasons to Segment | |
| |
| |
| Select the Market | |
| |
| |
| Applying Segmentation Variables to Consumer Markets | |
| |
| |
| Behavioral and Attitudinal Variables | |
| |
| |
| Demographic Variables | |
| |
| |
| Geographic Variables | |
| |
| |
| Psychographic Variables | |
| |
| |
| Applying Segmentation Variables to Business Markets | |
| |
| |
| Behavioral and Attitudinal Variables | |
| |
| |
| Demographic Variables | |
| |
| |
| Geographic Variables | |
| |
| |
| Assessing and Targeting Segments | |
| |
| |
| Segment Evaluation | |
| |
| |
| Concentrated, Undifferentiated, and Differentiated Marketing | |
| |
| |
| Segment Personas | |
| |
| |
| Positioning for Competitive Advantage | |
| |
| |
| Meaningful Differentiation | |
| |
| |
| Positioning and Marketing Leverage | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Planning Direction, Objectives, and Marketing Support | |
| |
| |
| Preview | |
| |
| |
| Determining Marketing Plan Direction | |
| |
| |
| Growth Strategies | |
| |
| |
| Nongrowth Strategies | |
| |
| |
| Setting Marketing Plan Objectives | |
| |
| |
| Types of Objectives | |
| |
| |
| Marketing Objectives | |
| |
| |
| Financial Objectives | |
| |
| |
| Societal Objectives | |
| |
| |
| Planning Marketing Support | |
| |
| |
| Customer Service | |
| |
| |
| Internal Marketing | |
| |
| |
| Shaping the Marketing Mix | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Developing Product and Brand Strategy | |
| |
| |
| Preview | |
| |
| |
| Planning Product Strategy Today | |
| |
| |
| Goods, Services, and Other Products | |
| |
| |
| Features, Benefits, and Services | |
| |
| |
| Quality and Design | |
| |
| |
| Packaging and Labeling | |
| |
| |
| Product Development and Management | |
| |
| |
| New Product Development | |
| |
| |
| Product Lines and the Product Mix | |
| |
| |
| Planning Branding | |
| |
| |
| Branding and Positioning | |
| |
| |
| The Power of Brand Equity | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Developing Pricing Strategy | |
| |
| |
| Preview | |
| |
| |
| Understanding Value and Pricing Today | |
| |
| |
| Fixed, Dynamic, and Negotiated Pricing | |
| |
| |
| Customer Perceptions and Demand | |
| |
| |
| Value-Based Pricing | |
| |
| |
| Planning Pricing Decisions | |
| |
| |
| Pricing Objectives | |
| |
| |
| External Pricing Influences | |
| |
| |
| Internal Pricing Influences | |
| |
| |
| Adapting Prices | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Developing Channel and Logistics Strategy | |
| |
| |
| Preview | |
| |
| |
| Planning for Value-Chain Flexibility | |
| |
| |
| Flows in the Value Chain | |
| |
| |
| Adding Value Through the Chain | |
| |
| |
| Planning Channel Strategy | |
| |
| |
| Channel Functions | |
| |
| |
| Channel Levels | |
| |
| |
| Multichannel Marketing | |
| |
| |
| Reverse Channels | |
| |
| |
| Channel Members | |
| |
| |
| Influences on Channel Strategy | |
| |
| |
| Planning for Logistics | |
| |
| |
| Logistical Functions | |
| |
| |
| Influences on Logistics Decisions | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Developing Marketing Communications and Influence Strategy | |
| |
| |
| Preview | |
| |
| |
| Planning to Communicate with and Influence Audiences | |
| |
| |
| Social Media, Word of Mouth, Buzz, and Influence | |
| |
| |
| Choose the Target Audience | |
| |
| |
| Set Objectives and Budget | |
| |
| |
| Examine Issues | |
| |
| |
| Choose Communication Tools | |
| |
| |
| Plan Research | |
| |
| |
| Using Communication Tools to Engage Audiences | |
| |
| |
| Advertising | |
| |
| |
| Sales Promotion | |
| |
| |
| Public Relations | |
| |
| |
| Direct Marketing | |
| |
| |
| Personal Selling | |
| |
| |
| Integrated Marketing Communication | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| |
| Planning Metrics and Implementation Control | |
| |
| |
| Preview | |
| |
| |
| Measuring What Matters | |
| |
| |
| Planning Metrics | |
| |
| |
| Identifying Metrics | |
| |
| |
| Marketing Metrics for Digital and Social Media | |
| |
| |
| Using Metrics | |
| |
| |
| Planning Forecasts, Budgets, and Schedules | |
| |
| |
| Forecasting Sales and Costs | |
| |
| |
| Budgeting to Plan and Track Expenses | |
| |
| |
| Scheduling Marketing Plan Programs | |
| |
| |
| Controlling Marketing Plan Implementation | |
| |
| |
| Applying Control | |
| |
| |
| Preparing Contingency Plans | |
| |
| |
| Summary | |
| |
| |
| Your Marketing Plan, Step by Step | |
| |
| |
| Endnotes | |
| |
| |
| Appendix Sample Marketing Plan: PretzL Elegance's Artisanal Chocolate Twists | |
| |
| |
| Glossary | |
| |
| |
| Index | |