Table of contents for The marketing plan handbook / Marian Burk Wood.

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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CHAPTER 1 Introduction to Marketing Planning 1
Preview 1
Overview of Marketing Planning 2
Marketing Planning Defined 3
Contents of a Marketing Plan 5
Developing a Marketing Plan 7
Research and Analyze the Current Situation 7
Understand Markets and Customers 8
Plan Segmentation, Targeting, and Positioning 8
Plan Direction, Objectives, and Marketing Support
Develop Marketing Strategies and Programs 10
Track Progress and Control Implementation 11
Preparing for Marketing Planning 12
Primary Marketing Tools 12
Supporting the Marketing Mix 15
Guiding Principles 16
Summary 20
CHAPTER 2 Analyzing the Current Situation 21
Preview 21
Environmental Scanning and Analysis 22
Mission 25
Resources 25
Analyzing the Internal Environment 25
Offerings 26
Previous Results 26
Business Relationships 27
Keys to Success, and Warning Signs 27
Analyzing the External Environment 27
Demographic Trends 28
Economic Trends 29
Ecological Trends 31
Technological Trends 31
Political-Legal Trends 32
Social-Cultural Trends 33
Competitor Analysis 33
SWOT Analysis 34
Summary 35
CHAPTER 3 Understanding Markets and Customers 37
Preview 37
Analyzing Markets 38
Broad Definition of Market and Needs 39
Markets as Moving Targets 41
Market Share as a Vital Sign 42
Analyzing Customer Needs and Behavior 43
Consumer Markets 44
Business Markets 48
Planning Marketing Research 49
Secondary Research 50
Primary Research 50
Using Marketing Research 51
Summary 52
CHAPTER 4 Planning Segmentation, Targeting, and Positioning 53
Preview 53
Segmenting Consumer and Business Markets 54
Select the Market 55
Apply Segmentation Variables to Consumer Markets 57
Apply Segmentation Variables to Business Markets 60
Assess and Select Segments for Targeting 61
Targeting and Coverage Strategies 63
Concentrated, Undifferentiated, and Differentiated Marketing 64
Personas for Targeted Segments 65
Positioning for Competitive Advantage 65
Meaningful Differentiation 66
Positioning and Marketing Leverage 66
Summary 67
CHAPTER 5 Planning Direction, Objectives, and Marketing
Support 68
Preview 68
Determining Marketing Plan Direction 68
Growth Strategies 69
Nongrowth Strategies 70
Setting Marketing Plan Objectives 71
Marketing Objectives 72
Financial Objectives 74
Societal Objectives 74
Customer Service 76
Planning Marketing Support 76
Internal Marketing 77
Shaping the Marketing Mix 79
Summary 79
CHAPTER 6 Developing Product and Brand Strategy 80
Preview 80
Planning Product Strategy 81
Goods, Services, and Other Products 82
Features, Benefits, and Services 83
Quality and Design 85
Packaging and Labeling 85
Product Development and Management 86
Planning Branding 91
Branding and Positioning 92
The Power of Brand Equity 92
Summary 94
CHAPTER 7 Developing Pricing Strategy 95
Preview 95
Understanding Value and Pricing 96
Customer Perceptions and Demand 97
Value-Based Pricing 99
Pricing Objectives 100
Planning Pricing Decisions 100
External Pricing Influences 101
Internal Pricing Influences 104
Adapting Prices 108
Summary 110
CHAPTER 8 Developing Channel and Logistics Strategy 111
Preview 111
Planning for the Value Chain 112
Flows in the Value Chain 113
Adding Value through the Chain 114
Services and the Value Chain 114
Channel Functions 115
Planning Channel Strategy 115
Channel Levels 116
Reverse Channels 117
Channel Members 117
Influences on Channel Strategy 118
Planning for Logistics 120
Logistical Functions 121
Influences on Logistics Decisions 122
Summary 123
CHAPTER 9 Developing Integrated Marketing Communication
Strategy 124
Preview 124
Planning for Integrated Marketing Communication 124
Choose the Target Audience 126
Set Objectives and Budget 127
Examine Issues 128
Choose IMC Tools 129
Plan Research 131
Advertising 131
Using IMC Tools 131
Sales Promotion 133
Public Relations 135
Direct Marketing 136
Personal Selling 137
Summary 138
CHAPTER 10 Planning Performance Measurement and Implementation
Control 139
Preview 139
Forecasting Sales and Costs 140
Measuring Marketing Performance 140
Budgeting to Plan and Track Expenses 143
Scheduling Marketing Plan Programs 145
Measuring What Matters: Metrics 146
Controlling Marketing Plan Implementation 151
Applying Control 153
Preparing Contingency Plans 153
Summary 154
Appendix Sample Marketing Plan: Sonic Superphone 155
Glossary 164
Endnotes 168
Credits 181
Index 00

Library of Congress Subject Headings for this publication:

Marketing -- Management -- Handbooks, manuals, etc.