Marketing Plans that Work, 2^nd Ed.

Malcolm H. B. McDonald, Warren Keegan

Publisher: Butterworth-Heinemann, 2002

ISBN: 0-7506-7307-9

Table of Contents:

Toggle Table of Contents

• Chapter 1: What Is a Marketing Plan?
• What a Strategic Marketing Plan Should Be
• What Strategic Plans Often Are
• Market Structure and Segmentation
• Differentiation
• Scope
• Value Capture
• Questions Successful Companies Ask
• Chapter 2: Understanding the Marketing Process
• The Marketing Concept
• Company Capabilities
• The Role of Marketing in Business
• The Marketing Environment
• Customer Wants
• The Marketing Mix
• Common Misconceptions About Marketing
• What Does the Customer Want?
• Are Industrial, Consumer, and Service Marketing Different?
• Evolution of the Marketing Philosophy
• Questions Successful Companies Ask
• Chapter 3: The Marketing Planning Process
• What Is Marketing Planning?
• Why Is Marketing Planning Essential?
• Tactical or Strategic Marketing Plan?
• The Marketing Planning Process
• The Marketing Audit
• Why Is an Audit Needed?
• The Form of the Audit
• The Place of the Marketing Audit in the Management Audit
• When Should a Marketing Audit Be Conducted?
• Who Should Conduct the Marketing Audit?
• What Happens to the Results of the Audit?
• Marketing Planning and Corporate Planning
• Assumptions
• Marketing Objectives and Strategies
• The Marketing Mix
• Use of Marketing Plans
• The Marketing Budget
• What Is a Mission or Purpose Statement?
• Three Types of Mission Statements
• The Generic Mission Statement
• Questions Successful Companies Ask
• Chapter 4: Marketing Objectives and Strategies
• Marketing Objectives and Corporate Objectives
• Corporate vs. Marketing Objectives and Strategies
• How to Set Objectives
• Competitive Strategies
• Cost Leadership
• Niche/Focus
• Outstanding Success
• Disaster
• Where to Start or the Gap Analysis
• New Product Development, Market Extension, and Diversification
• Marketing Strategies
• General Content of Strategy Statements
• Questions Successful Companies Ask
• Chapter 5: Marketing Research and Forecasting
• Market Research vs. Marketing Research
• How Much to Spend on Marketing Research
• Forms of Marketing Research
• Primary Research
• Secondary Research
• Organizing Information to Develop Sound Plans
• Subdividing the Market: Data for Segmentation
• Flexibility in Revising Analyses
• Competitive Advantage and Segmentation
• The Marketing Audit
• External Data Sources
• What Information is Needed to Support a Marketing Strategy?
• Forecasting
• Questions Successful Companies Ask
• Chapter 6: The Marketing Audit: Customers and Markets
• The Difference Between Customers and Consumers
• Market Share
• Pareto Effect
• Market Segmentation
• Market Mapping
• Who Buys
• What Is Bought
• Why Customers Buy
• Benefits Analysis
• Standard Benefits
• Double Benefits
• Company Benefits
• Differential Benefits
• Perception Mapping
• Bringing It All Together
• Summary of Bases for Market Segmentation
• Why Market Segmentation Is Vital in Marketing Planning
• Questions Successful Companies Ask
• Chapter 7: The Marketing Audit: Products
• What Is a Product?
• Importance of the Brand
• Successful vs. Unsuccessful Brands
• The Components of a Brand
• The Company as a Brand
• Global vs. Local Brands
• Product Life Cycle
• Diffusion of Innovations
• Product Portfolio Theory
• Units Costs and Market Share
• The Boston Consulting Group Matrix
• The DPM Matrix
• The Strategic Business Unit
• Preparation
• Analysis Team
• Market Attractiveness and Business Strength
• Step 1: List Population of Products or Services for Markets That You Intend to Include in the Matrix
• Step 2: Define Market Attractiveness Factors
• Step 3: Score the Relevant Products or Services for Markets
• Step 4: Define Business Strengths and Position Analysis Organization Level
• Step 5: Producing the Directional Policy Matrix
• Step 6: Analysis and Generation of Marketing Objectives and Strategies
• Step 7: Forecasting (Optional)
• Step 8: Setting Marketing Objectives
• Step 9: Detail Strategies
• Step 10: Sales and Profit Forecasts
• Using the DPM
• Product Life Cycles and Portfolio Management
• Questions Successful Companies Ask
• Chapter 8: E-commerce and Internet Marketing
• Concepts and Definitions
• Technological Convergence and Ubiquity of Technology
• Explosive Growth of the Internet
• The Development of E-Commerce
• New Technologies Change the Rules of Competition?
• Importance of Dominant Market Positions
• Importance of Strategic Alliances
• Importance of Ongoing Innovations
• Components of the Electronic Value Chain
• Portals
• Sales Agents
• Purchase Agents
• Market Makers
• Payment and Logistic Specialists
• Summary
• Questions Successful Companies Ask
• Chapter 9: The Communication Plan: Advertising and Sales Promotion
• Different Forms of Communication
• Deciding on the Communications Mix
• Integrated Marketing Communications
• Advertising
• Preparing the Advertising Plan
• Advertising Objectives
• Sales Promotion
• Different Kinds of Sales Promotion
• The Strategic Role of Sales Promotion
• Additional Needs
• Questions Successful Companies Ask
• Chapter 10: The Communication Plan: Sales
• How Important is Personal Selling?
• The Role of Personal Selling
• Determining the Requisite Number of Salespeople
• Determining the Role of Salespeople
• Quantitative Objectives
• Qualitative Objectives
• Improving Sales Force Productivity
• Preparing the Sales Plan
• Questions Successful Companies Ask
• Chapter 11: The Pricing Plan
• Objectives and the Product Portfolio
• Product Positioning
• Competition and Potential Competition
• Costs
• Channels of Distribution
• Preparing the Pricing Plan
• Questions Successful Companies Ask
• Chapter 12: The Distribution Plan
• Physical Distribution
• The Distribution Mix
• Facilities
• Inventory
• Logistics
• Communications
• Unitization
• Marketing Channels
• Evaluation Criteria for Channel Intermediaries
• Customer Service
• Developing a Customer Service Package
• Developing the Distribution Plan
• What Is Integrated Distribution Management?
• The Starting Point
• Questions Successful Companies Ask
• Chapter 13: Implementation Issues in Marketing Planning
• Size
• Diversity of Operations
• Budgets
• The Written Marketing Plan
• Role of the Chief Executive
• The Marketing Planning Cycle
• Planning Horizons
• How the Process Works
• Conclusion
• Questions Successful Companies Ask
• Chapter 14: Marketing Planning in Review
• The Strategic Marketing Plan
• The Principles
• Principle 1: Strategic Plan Before Tactical Plan
• Principle 2: Marketing Is the Responsibility of Everyone in the Organization
• Principle 3: Shared Values About Marketing
• Principle 4: Structure Around Markets
• Principle 5: Scan the Environment Thoroughly
• Principle 6: Summarize Information in SWOT Analyses
• Principle 7: Skills and Knowledge
• Principle 8: Systematize the Process
• Principle 9: Sequence Objectives
• Principle 10: Style and Culture
• The Marketing Planning Process
1. Executive Summary
2. Mission Statement
3. Summary of Financial Objectives and Projections
4. Marketing Audit
5. SWOT Analyses
6. Assumptions
7. Overall Marketing Objectives and Strategies
8. Expected Results
9. Alternative Plans and Mixes
10. Budgets
• The Written Marketing Plan
• Finishing Touches
• Authors’ Notes
• Glossary