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How To Write A Marketing Plan, Third Edition

 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


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


Review Questions

2. Developing Corporate Strategy 17


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


Review Questions

3. The Marketing Planning Process 39


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


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


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


Review Questions

6. Developing Market Strategies 93


Target Market Selection and Marker Segmentation

Segmenting Consumer Markets

Segmenting Industrial Markets

New Segmenting Approaches

The Concept of Positioning


Review Questions

7. Product Strategy 107


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


Are Services Different?

Including Product in the Marketing Plan


Review Questions

8. Pricing Strategies and Techniques 119


Elasticity of Demand

A Managerial Pricing Model: The Four C’s

Pricing Example: The Case of Ultra Hair (Clarke, 1976)

Other Scenarios



Other Pricing Issues

Product-Line Pricing

Psychological Pricing

Price Perceptions

Pricing New Products: Skimming Versus Penetration


Review Questions

9. Managing the Promotion Mix 131

Promotion Strategy



Sales Promotions

Trade Shows

Direct Marketing

Putting It All Together


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



Sales Management

The Personal Selling Process

Overview of Distribution

Elements of Distribution Strategy

Distribution Density

Channel Length

Channel Alignment

Managing the Distribution System


Review Questions

11. Implementing the Marketing Plan 159


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


Review Questions

12. Writing the Marketing Plan 173


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


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


Review Questions



The First Examination

The Practice Case

The Practice Case Solution

The Examination Case