About This Course xi
How to Take This Course xiii
Pre Test

1 Benefits of Marketing Planning 1

Overview of This Course
The Marketing Plan Defined

• Model of Demand
• Marketing Plans Versus Business Plans

The Need for Businesses to Plan
A Renewed Emphasis on Marketing Plans
Obstacles to Marketing Planning

• Lack of Needed Information
• Forecasting Problems
• Lack of Consensus Within the Organization
• Lack of Top-Management Commitment
• Time Pressure
• Other Obstacles
• A Balanced View

2 Developing Corporate Strategy 17

• Business Definition: Setting the Company’s Mission
• Strategic Fit
• Market Attractiveness
• Economies of Scale

3 The Marketing Planning Process 39

• Stage 1—No Planning
• Stage 2—Budget Planning
• Stage 3—Annual Planning
• Stage 4—Long-Term Planning
• Stage 5—Strategic Planning
• Marketing Planning Versus Strategic Planning

• Step 1—Understand the Corporate Mission and Organize for Planning
• Step 2—Analyze the Present Situation and Environment
• Step 3—Determine the Marketing Goals and Objectives
• Step 4—Develop the Marketing Strategies to Achieve the Desired Results
• Step 5—Design an Action Plan to Implement the Strategies with Appropriate Tactics
• Step 6—Determine Procedures for Evaluating and Controlling the Implementation of the Plan

4 Environmental Analysis 55

• Sources of Information on Economic Variables
• Forecasting Economic Variables
• Legal and Political Analysis
• Risk Analysis
• Influencing the Political/Legal System

• Forecasting Technological Change
• Understanding the Competition
• Identifying Competitors
• Assessing Competitors’ Relative Positions

5 Market Analysis 73

The Purpose and Benefits of Market Analysis

Market Size

• Market Potential
• Market Forecast
• Sales Potential
• Sales Forecast
• Market Share
• Factors That Affect the Accuracy of Market Analysis
• Sources of Information for Market Size Analysis
• Market Measurement Techniques

• Total Size, Growth, and Trends
• Analysis of Components

• Distribution Channels
• Consumer Purchase Process
• Sources of Information Used by Consumers in the Buying Process

6 Developing Market Strategies 93

Introduction
Target Market Selection and Market Segmentation

• Segmenting Consumer Markets
• Segmenting Industrial Markets
• New Segmenting Approaches

7 Product Strategy 107

• Strategy/Market Selection
• Idea Generation
• Idea Screening
• Concept Development and Testing
• Business Analysis
• Product Development and Testing
• Market Testing
• Commercialization

8 Pricing Strategies and Techniques 119

• Pricing Example: The Case of Ultra Hair (Clarke, 1976)
• Other Scenarios
• Controls/Regulations
• Conclusions

• Product-Line Pricing
• Psychological Pricing
• Price Perceptions
• Pricing New Products: Skimming Versus Penetration

9 Managing the Promotion Mix 131

• Advertising
• Publicity
• Sales Promotions
• Trade Shows
• Direct Marketing

10 Developing a Sales and Distribution Program 143

• Objective of the Sales Force
• Sales Force Strategy
• Sales Force Structure
• Sales Force Size

• Recruitment and Selection
• Training
• Compensation
• Sales Management
• The Personal Selling Process

• Distribution Density
• Channel Length
• Channel Alignment
• Managing the Distribution System

11 Implementing the Marketing Plan 159

• Task Organization
• Geographic Organization
• Product Management Organization
• Matrix Organization

• Designing Marketing Programs
• Sequencing Activities
• Determining Responsibility
• Selling the Plan

• Recognizing and Diagnosing a Problem
• Assessing the Level Where the Problem Exists
• Implementing Plans
• Evaluating Results

12 Writing the Marketing Plan 173

• Introduction and Executive Summary
• Situation Analysis
• Key Issues
• Marketing and Business Objectives
• Marketing Strategies and Programs
• Marketing Research and Information Systems
• Exhibits
• Specific Content: What Plans Really Contain

Appendix 189
Bibliography 203
Post Test 207
Case Study 217
Case Study Solution 225
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Index 237

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