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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.