Table of contents for Marketing planning guide / Robert E. Stevens ... [et al].

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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CONTENTS 
xiii Preface 
PART I: INTRODUCTION TO MARKETING PLANNING 
Chapter 1. The Importance of Marketing Planning 3
3
Marketing Planning in Action: Starbucks 
Introduction 
What Is Marketing? 
What Is Planning? 
Planning's Place in the Organization 
The Marketing Planning Process 
The Marketing Plan Format 
Summary 
Chapter 2. Organizational Considerations in Marketing 
21 Planning 
Marketing Planning in Action: Simple Is Best 
Introduction 
Organizational Purpose 
Organizational Objectives and Strategies 
Organizing For Planning 
Organizational Structures 
Coordination and the Planning Process 
Techniques for Coordination 
Organizational Structure and Market Responsiveness 
Summary 
Chapter 3. Database Marketing Planning: Getting Needed 
43 Information 
Marketing Planning in Action: Hyundai Motor Company 
Introduction 
Database Marketing 
Marketing Research 
Marketing Research and Decision Making
52 
Types of Data 
Steps in a Marketing Research Project 
Summary 
PART II: SITUATION ANALYSIS 
Chapter 4. Product/Market Analysis 67 
Marketing Planning in Action: Napster and the Advent 
of Music File Sharing 
Introduction 
Environmental Scanning 
The Strategic Implications of Product/Market Analysis 
Sales Analysis 
Cost Analysis 
Summary 
67 
Chapter 5. Consumer Analysis 93 
93 
Marketing Planning in Action: The Antiaging Movement 
Introduction 
Market Segmentation 
Psychographics/Lifestyle Segmentation 
Market Grid Analysis 
Market Potential 
Summary 
Chapter 6. Competitive Analysis 125 
Marketing Planning in Action: The Package Delivery 
Industry 
Introduction 
The Concept of Competitive Advantage 
Purpose of Competitive Analysis 
Competitive Forces and Advantages 
Summary 
125 
147 Chapter 7. Opportunity Analysis 
147 
Marketing Planning in Action: Reinventing Barbie 
Introduction 
Problems versus Opportunities
Internal Factors 
Other Factors 
Ranking Opportunities 
Summary 
PART III: OBJECTIVES 
Chapter 8. Marketing Objectives 
Marketing Planning in Action: Kodak 
Introduction 
What Are Objectives? 
Alternatives to Managing by Objectives 
Characteristics of Good Objectives 
Types of Objectives Included in a Marketing Plan 
Using Situation Analysis Data to Set Objectives 
Summary 
PART IV: STRATEGY, STRATEGY VARIABLES, 
AND FINANCIAL IMPACT 
Chapter 9. Marketing Strategy Development 
Marketing Planning in Action: 
Introduction 
What Is Strategy? 
Elements of Marketing Strategy 
Alternate Marketing Strategies 
Factors Influencing the Strategy Selected 
Summary 
Chapter 10. Product Decisions 
Market Planning in Action: DuPont 
Introduction 
Product: The First Component of the Marketing Mix 
What Is a Product? 
Product Positioning Strategies 
Quality- and Value-Based Marketing 
Service Strategy 
Improving Customer Perceptions of Service Quality 
149 
New-Product Development Decisions 
Changing Existing Products 
Product-Line Decisions 
Branding Decisions 
Packaging and Labeling Decisions 
Summary 
Chapter 11. Place Decisions 
Marketing Planning in Action: The Changing Face 
of Retail Stores 
Introduction 
Who Will Be Channel Captain? 
Which Type of Channel Should Be Used? 
Which Kind of Middlemen Should Be Used? 
Market Exposure Decisions 
Transportation and Storage Decisions 
The Physical Distribution Concept 
Summary 
Chapter 12. Promotion Decisions 
Marketing Planning in Action: Product Placement 
Introduction 
Target-Audience Decisions 
Promotional Methods Decisions 
Media Decisions 
Message Content Decisions 
Personal Selling Strategy Decisions 
Sales Promotion Decisions 
Publicity Decisions 
Promotional Budgeting Decisions 
Summary 
Chapter 13. Price Decisions 
Marketing Planning in Action: Hotel Price Guarantees 
Introduction 
Price-Level Decisions 
Price Determination 
New-Product Pricing Decisions 
204 
Pricing-Policy Decisions 
Summary 
Chapter 14. The Financial Impact of Marketing Strategies 271 
Marketing Planning in Action: Razor Wars 
Introduction 
Pro Forma Income Statement 
Pro Forma Forecast 
Pro Forma Cost Forecast 
Return on Investment 
Strategy Revisions and Contingency Plans 
Summary 
PART V: IMPLEMENTING AND CONTROLLING 
THE MARKETING PLAN 
Chapter 15. Marketing Plan Implementation 
Marketing Planning in Action: The Fluctuating Popularity 
of the Hummer 
Introduction 
Implementation Skills 
Integrating a Societal Marketing Orientation Throughout 
the Organization 
Transition from Strategy to Tactics 
Summary 
Chapter 16. Monitoring and Controlling the Marketing 
Plan 
Marketing Planning in Action: Reinvigoring Levi Strauss 
Introduction 
Integration of Planning and Control 
Timing of Information Flows 
Performance Evaluation and Control 
Consumer Feedback 
Establishing Procedures 
Summary 
PART VI: PLANNING ANALYSIS 
261 
Chapter 17. The Marketing Planning Audit 
Marketing Planning in Action: Johnson & Johnson 
Introduction 
The Planning Audit 
Audit Personnel 
Objective, Scope, and Breadth of Audit 
Audit Data and Reporting Format 
Increasing the Level of Sophistication in Planning 
Summary 
Appendix A. Worksheets 
Chapter 1: Getting Started 
Chapter 2: Organizational Consideration 
Chapter 3: Informational Needs 
Chapter 4: Product/Market Analysis 
Chapter 5: Consumer Analysis 
Chapter 6: Competitive Analysis 
Chapter 7: Summary Of Situation Analysis 
Chapter 8: Marketing Objectives 
Chapter 9: Marketing Strategy Development 
Chapter 10: Product Decisions 
Chapter 11: Place Decisions 
Chapter 12: Promotion Decisions 
Chapter 13: Price Decisions 
Chapter 14: Financial Impact 
Chapter 15: Plan Implementation 
Chapter 16: Marketing Control 
Chapter 17: Marketing Planning Audit 
Appendix B. A Sample Marketing Plan for 
a Water-Oriented Recreation Park 
Situation Analysis 
Objectives 
Strategy 
Control Procedures 
Consumer Study 
Notes 
311 
Index 389

Library of Congress Subject Headings for this publication:

Marketing -- Management.