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Marketing Plan

ISBN-10: 0471580716

ISBN-13: 9780471580713

Edition: 1st 1995

Authors: William A. Cohen

List price: $38.95
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Book details

List price: $38.95
Edition: 1st
Copyright year: 1995
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/20/1994
Binding: Paperback
Pages: 336
Size: 8.43" wide x 10.94" long x 0.59" tall
Weight: 1.562
Language: English

Prologue
Step 1: Planning the Development of A Marketing Plan
The Structure of the Marketing Plan
The Executive Summary
The Table of Contents
Introduction
Situational Analysis
Situational Environs
Neutral Environs
Competitor Environs
Company Environs
The Target Market
Problems and Opportunities
Marketing Goals and Objectives
Marketing Strategy
Marketing Tactics
Implementation and Control
The Summary
Keep Your Material Organized
Summary
Step 2: Scanning Your Environment
The Introduction
The Situational Analysis
Target Market
Cultural, Ethnic, Religious, and Racial Groups
Social Classes
Reference Groups
Demographics
Family Work Status and Occupations
Decision Makers and Purchase Agents
Risk Perception
Income for Each Family Member
Disposable Income
Additional Descriptions, Classifications, and Traits of the Target Market
Target Market Wants and Needs
Product Description
Size of the Target Market
Growth Trends
Media Habits
Organizational Buyers
The Amount of Money Available or Budgeted for the Purchase
Purchase History
Additional Industrial Buyer Information
Competition
Resources of the Firm
Technological Environment
Economic Environment
Political Environment
Legal and Regulatory Environment
Social and Cultural Environment
Other Important Environmental Aspects
Problems and Opportunities
Sources of Information for Completing the Environmental Questions Form
Primary Research
Summary
Notes
Step 3: Establishing Goals and Objectives
Establishing Objectives
Goals
The Concept of Competitive or Differential Advantage
Summary
Notes
Step 4: Developing Marketing Strategy
The Strategy Pyramid
Strategic Marketing Management
The Four-Cell Portfolio Matrix for Decision Making in SMM
Product Life-Cycle Analysis
The Introductory Stage
Growth
Maturity
Decline
Locating the Product in Its Product Life Cycle
Developing Strategies for the Products in Each Stage of the Product Life Cycle
Alternative Strategies for the Marketing Plan
New Market Penetration
Entry
Niche
Dimension
Positioning
Market Share Expansion
Product Differentiation versus Market Segmentation
Limited versus General Expansion
Entrenchment
Repositioning
Direct Confrontation
Withdrawal
Summary
Notes
Step 5: Developing Marketing Tactics
Manipulating the Controllable Variables
Product
Price
Other Tactical Pricing Tactics
Place
Promotion
Use of Sales Promotion Tactics
Advertising and Publicity Tactics
Primary Internet Marketing Tactics
World Wide Web
Establishing a Web Site
Marketing at the Web Site
Cybermalls
How to Market on the World Wide Web
Using Banners
Cyberlinks
Give Information Away
Usenet Marketing
E-mail Marketing
Using E-mail for Publicity
Manipulating Marketplace Environs
Tactical Questions for the Marketing Plan
Summary
Notes
Step 6: Forecasting for Your Marketing Plan
The Difference between Market Potential, Sales Potential, and Sales Forecast
Finding Market Potential
The Index Method of Calculating Market Potential
Bottom-Up and Top-Down Sales Forecasting
Executive Judgment
Sales-Force Composite
Trend Projections
Industry Survey
Regression Analyses
Intention-to-Buy Survey
Exponential Smoothing
Leading Indicators
Which Method to Use
You Need More Information for Your Forecast
The Project Development Schedule
The Break-Even Analysis
The Balance Sheet, Projected Profit and Loss Statement, and Cash-Flow Projections
Summary
Step 7: Calculating Important Financial Ratios for Your Marketing Plan
Measures of Liquidity
The Current Ratio
The Acid Test, or "Quick," Ratio
Average Collection Period
Inventory Turnover
Profitability Measures
Asset Earning Power
Return on the Owner's Equity
Net Profit on Sales
Investment Turnover
Return on Investment (ROI)
Sources of Ratio Analyses from All Industries
Summary
Step 8: Presenting the Marketing Plan
The Marketing Plan as a Product
The Formal Presentation
Preparing for Your Presentation
Planning for Visual Aids
The Practice Sequence
The Importance of Controlling Your Time
Questions and Answers and How to Prepare for Them
Use of the Mental Visualization Technique
The Keys to Success for Marketing Plan Presentations
Summary
Step 9: Implementation
Sample Marketing Plans
Promoting Healthy Families
Chandra Thai Restaurant
OpenAxis
MCM Powersports
Birralee Primary School (Australia)
Resolve of Greater Los Angeles
Penbridge Corporation
Sources of Secondary Research
Examples of Simple Research and a Marketing Research Checklist
How to Lead a Team
The Concept and Application of Marketing Strategy
Index