How To Write A Marketing Plan, Third Edition
Authors: H. David Hennessey, Robert J. Kopp
Credit: 2.0 CEUs
Testing Format: multiple choice
Your Price: $159.00
ISBN: 9780761213970
Format: Book
Overview
How to turn ideas into strategy and a plan into a success story!
With emphasis on the latest tools and techniques of effective marketing planning, How to Write a Marketing Plan, Third Edition includes chapters covering product strategy, pricing and sales, and distribution. It is your complete guide to the planning process from beginning to end. Your completed marketing plan will contain everything you need to plan for the future and make it profitable.
Course Objective: Gain the information and skills needed to write a marketing plan by focusing on planning, analysis of environmental and market factors and the study of sales and distribution programs.
Selected Learning Objectives
• Perform a full market analysis of the brand, the customer and competitors prior to writing a marketing plan
• Develop a corporate strategy that defines your organization’s objectives and goals and outlines its plans for achieving those goals
• Link marketing planning with corporate strategy to ensure optimum strategic fit between your company and its markets
• Implement a proven six-step process to develop realistic marketing strategies and tactics
• Create the specific promotion mix and strategy that will best meet your marketing objectives
• Write a logical, highly detailed marketing plan document that fits your company’s overall business strategy
• Oversee the implementation of your marketing plan, from initial planning to actual execution
• Create effective monitoring and control procedures to keep your marketing plan on track
Testing Format
This course contains one multiple choice test valued at one Continuing Education Unit (CEU) and one examination case valued at one Continuing Education Unit (CEU).
Table of Contents
About This Course
How to Take This Course
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
Responsibility for Marketing Planning
Summary
Review Questions
2. Developing Corporate Strategy 17
Introduction
Corporate Strategy Defined
Conceptual Foundations for Strategic Planning
Business Definition: Setting the Company’s Mission
Strategic Fit
Market Attractiveness
Economies of Scale
The Impact of Corporate Planning on Marketing Planning
BCG Business Portfolio Analysis
General Electric Portfolio Analysis
The Porter Model
Sustainable Competitive Advantage
Value Chain
Corporate Strategy: Implications for Marketing Planning
Summary
Review Questions
3. The Marketing Planning Process 39
Introduction
The Evolution of Marketing Planning
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
The Marketing Planning Concept
A Step-by-Step Guide to Marketing 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
Integration of Marketing Planning
Use of Technology in Marketing Planning
Summary
Review Questions
4. Environmental Analysis 55
Purpose of Environmental Analysis
The Difficulties of Environmental Analysis
Assessing Economic Trends
Sources of Information on Economic Variables
Forecasting Economic Variables
Legal and Political Analysis
Risk Analysis
Influencing the Political/Legal System
Physical Analysis
Social and Cultural Analysis
Technological Analysis
Forecasting Technological Change
Competitive Analysis
Understanding the Competition
Identifying Competitors
Assessing Competitors’ Relative Positions
Summary
Review Questions
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
Analysis of Market Size
Total Size, Growth, and Trends
Analysis of Components
Buying Process
Distribution Channels
Consumer Purchase Process
Sources of Information Used by Consumers in the Buying Process
Summary
Review Questions
6. Developing Market Strategies 93
Introduction
Target Market Selection and Marker Segmentation
Segmenting Consumer Markets
Segmenting Industrial Markets
New Segmenting Approaches
The Concept of Positioning
Summary
Review Questions
7. Product Strategy 107
Introduction
Product Defined
Generic Product Strategies
New Product Development
Strategy/Market Selection
Idea Generation
Idea Screening
Concept Development and Testing
Business Analysis
Product Development and Testing
Market Testing
Commercialization
Are Services Different?
Including Product in the Marketing Plan
Summary
Review Questions
8. Pricing Strategies and Techniques 119
Introduction
Elasticity of Demand
A Managerial Pricing Model: The Four C’s
Pricing Example: The Case of Ultra Hair (Clarke, 1976)
Other Scenarios
Controls/Regulations
Conclusions
Other Pricing Issues
Product-Line Pricing
Psychological Pricing
Price Perceptions
Pricing New Products: Skimming Versus Penetration
Summary
Review Questions
9. Managing the Promotion Mix 131
Promotion Strategy
Advertising
Publicity
Sales Promotions
Trade Shows
Direct Marketing
Putting It All Together
Summary
Review Questions
10. Developing a Sales and Distribution Program 143
Overview of the Sales Process
Developing a Sales Program
Objective of the Sales Force
Sales Force Strategy
Sales Force Structure
Sales Force Size
Managing the Sales System
Recruitment and Selection
Training
Compensation
Sales Management
The Personal Selling Process
Overview of Distribution
Elements of Distribution Strategy
Distribution Density
Channel Length
Channel Alignment
Managing the Distribution System
Summary
Review Questions
11. Implementing the Marketing Plan 159
Introduction
Organizing for the Marketing Planning Process
Task Organization
Geographic Organization
Product Management Organization
Matrix Organization
Turning Market Strategies into Action
Designing Marketing Programs
Sequencing Activities
Determining Responsibility
Selling the Plan
Monitoring for Results
Factors Influencing the Implementation of Marketing Programs
Recognizing and Diagnosing a Problem
Assessing the Level Where the Problem Exists
Implementing Plans
Evaluating Results
Summary
Review Questions
12. Writing the Marketing Plan 173
Introduction
What Materials Are Needed?
Writing the Marketing Plan: A Section-by-Section Guide
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
Getting Started
Tips for Writing the Marketing Plan
Developing and Writing Marketing Plans: Ten Suggestions for “Getting on with It”
Some Final Words
Summary
Review Questions
Appendix
Bibliography
The First Examination
The Practice Case
The Practice Case Solution
The Examination Case
Index