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