Burk Wood: Essential Guide to Marketing Planning

Höfundur: Marian Burk Wood (Útgáfa: 4)
Burk Wood: Essential Guide to Marketing Planning

Kaup valmöguleikar

Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Nánar um bókina

Útgefandi
Pearson International Content
ISBN
9781292186382
Print ISBN
9781292117522
Format
ePub
Útgáfa
4
Höfundar
Marian Burk Wood
Tungumál
English
Útgefið
2017-02-23
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Essential Guide to Marketing Planning
  • Essential Guide to Marketing Planning
  • Brief Contents
  • Contents
  • Preface
  • New in this Edition
  • Your Step-by-Step Guide
  • Sample Marketing Plan
  • Essential Marketing Checklists
  • Real-World View of Marketing Planning Today
  • Guide to the Book
  • Online Extras
  • About the Author
  • Publisher’s Acknowledgements
  • Figures
  • Tables
  • On page credits list
  • 1 Introduction to marketing planning
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Primark®
  • The role of marketing planning
  • The benefits of marketing planning
  • The dynamic marketing plan
  • The process of marketing planning
  • Stage 1: Analyse the current situation
  • Stage 2: Research and analyse markets and customers
  • Essential Checklist no. 1 Situational Analysis
  • Stage 3: Determine segmentation, targeting and positioning
  • Stage 4: Set marketing plan direction and objectives
  • Stage 5: Plan strategies, programmes and support
  • Product and branding
  • Price
  • Channel and logistics
  • Marketing communications and influence
  • Marketing support
  • Stage 6: Plan to measure progress and performance
  • Stage 7: Implement, control and evaluate the plan
  • Documenting a marketing plan
  • Internal audit: The starting point for planning
  • Three levels of planning for strategy
  • Marketing and the mission statement
  • Essential Checklist no. 2 The Mission Statement
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build your Own Marketing Plan
  • Endnotes
  • 2 Analysing the current situation
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at L’oréal
  • Environmental scanning and analysis
  • Internal audit: identifying strengths and weaknesses
  • External audit: identifying opportunities and threats
  • SWOT analysis
  • Analysing the internal environment
  • Organisational resources and capabilities
  • Current offerings
  • Previous performance
  • Business relationships
  • Key issues
  • Essential Checklist no. 3 The Internal Environment
  • Analysing the external environment
  • Political factors
  • Economic factors
  • Social, cultural and ethical factors
  • Technological factors
  • Legal factors
  • Ecological factors
  • Competitive factors
  • Essential Checklist no. 4 The External Environment
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 3 Analysing customers and markets
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Ryanair®
  • Analysing consumer and business markets
  • Market definition
  • Market changes
  • Market share
  • Analysing customers in consumer markets
  • Characteristics and needs
  • Cultural elements
  • Social connections and opinion leaders
  • Personal elements
  • Essential Checklist no. 5 Analysing Customers in Consumer Markets
  • Analysing customers in business markets
  • Characteristics and needs
  • Organisational and environmental considerations
  • Internal and external relationships
  • Essential Checklist no. 6 Analysing Customers in Business Markets
  • Researching markets and customers
  • Primary and secondary research data
  • Conducting marketing research
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 4 Segmenting, targeting and positioning
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Nike®
  • Benefits of segmentation, targeting and positioning
  • The market segmentation process
  • Choose the market
  • Apply segmentation variables in consumer markets
  • Apply segmentation variables in business markets
  • Evaluate and select segments for targeting
  • Essential Checklist no. 7 Evaluating Market Segments
  • The targeting process
  • Undifferentiated marketing
  • Differentiated marketing
  • Concentrated marketing
  • Individualised marketing
  • Segment personas
  • The positioning process
  • Deciding on differentiation
  • Applying positioning
  • Essential Checklist no. 8 Planning for Positioning
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 5 Planning direction and objectives
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Lego® Group
  • Marketing plan direction
  • Growth strategies
  • Non-growth strategies
  • Marketing plan objectives
  • Types of objectives
  • Financial objectives
  • Marketing objectives
  • Societal objectives
  • Characteristics of effective objectives
  • Essential Checklist no. 9 Evaluating Objectives
  • From objectives to marketing-mix decisions
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 6 Planning for products and brands
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Reckitt Benckiser®
  • Planning for products
  • Product-mix and product-line decisions
  • Cannibalisation
  • Limited-time and limited-edition products
  • Product life-cycle decisions
  • New product development decisions
  • Product attribute decisions
  • Quality and performance decisions
  • Feature and benefit decisions
  • Design decisions
  • Packaging and labelling decisions
  • Essential Checklist no. 10 Planning for Products
  • Planning for brands
  • Brand identity
  • Brand meaning
  • Brand response
  • Brand relationship
  • Rebranding
  • Essential Checklist no. 11 Planning for Brands
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 7 Planning for pricing
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at IKEA®
  • Understanding price and value
  • Perceptions of value
  • Pricing based on value
  • Analysing influences on pricing decisions
  • Internal influences
  • Organisational and marketing plan objectives
  • Costs
  • Targeting and positioning
  • Product decisions and life cycle
  • Marketing-mix decisions
  • Essential Checklist no. 12 Pricing Through the Product Life Cycle
  • External influences
  • Customers
  • Market and demand
  • Competition
  • Channel members
  • Legal, regulatory, ethical and sustainability considerations
  • Making pricing decisions
  • Setting pricing objectives
  • Pricing new products
  • Pricing multiple products
  • Adapting prices
  • Planning for prices to vary
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 8 Planning for channels and logistics
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing At Burberry®
  • Analysing the value chain
  • The value chain for services
  • Flows and responsibilities in the value chain
  • Reverse channels
  • Planning for channels
  • Channel length decisions
  • Channel member decisions
  • Retail trends
  • Essential Checklist no. 13 Planning for Marketing Channels
  • Planning for logistics
  • Inventory decisions
  • Storage decisions
  • Transportation decisions
  • Order processing and fulfilment decisions
  • Essential Checklist no. 14 Planning for Logistics
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 9 Planning for communications and influence
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Hyundai®
  • The role of marketing communications and influence
  • Word of mouth and buzz marketing
  • Understanding marketing communications tools
  • Advertising
  • Sales promotion
  • Personal selling
  • Direct marketing
  • Public relations
  • Developing a plan for marketing communications and influence
  • Define the target audience
  • Set the objectives and the budget
  • Consider legal, regulatory, social and ethical issues
  • Plan for tools, messages and media
  • Plan for pre- and post-implementation analysis
  • Schedule, implement and evaluate the campaign
  • Integrated marketing communications
  • Planning advertising
  • Planning messages
  • Planning media
  • Essential Checklist no. 15 Planning for Media
  • Planning sales promotion
  • Planning for customer sales promotion
  • Planning for channel and sales force sales promotion
  • Essential Checklist no. 16 Planning for Sales Promotion
  • Planning personal selling
  • Planning direct marketing
  • Planning public relations
  • Defining the ‘public’
  • Planning and evaluating PR activities
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 10 Planning for digital, social media and mobile marketing
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Domino’s®
  • Planning for digital marketing
  • Digital advertising and ad blockers
  • Websites and optimisation
  • Content marketing
  • Essential Checklist no. 17 Planning for Content Marketing
  • E-mail and chat marketing
  • Legal, ethical and regulatory issues
  • Planning for social media marketing
  • Control of conversations in social media
  • Viral marketing
  • Planning for mobile marketing
  • Mobile apps and mobile payments
  • QR codes
  • Location-based mobile marketing
  • Privacy, security and legal issues
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 11 Supporting the marketing strategy
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at Metro Bank®
  • The role of customer service and internal marketing
  • Marketing applications of customer service
  • Customer relationships
  • Marketing plan objectives
  • Marketing applications of internal marketing
  • Planning for customer service
  • Determining service levels
  • Planning for good service throughout the relationship
  • Monitoring customer perceptions of service
  • Planning for service recovery
  • Essential Checklist no. 18 Planning for Customer Service
  • Planning for internal marketing
  • Employees and the brand
  • Strategy for internal marketing
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • 12 Planning for implementation, metrics and control
  • Learning outcomes
  • Application outcomes
  • Chapter Preview Marketing at McDONALD’S
  • Tools for evaluating implementation
  • Measuring progress with metrics
  • Selecting metrics
  • Applying metrics
  • Essential Checklist no. 19 Planning Metrics
  • Forecasting and the planning process
  • Types of forecasts
  • Market and segment sales forecasts
  • Company and product sales forecasts
  • Costs of sales forecasts
  • Channel forecasts
  • Forecasting approaches and data sources
  • Preparing budgets and schedules
  • Budgeting methods
  • Budgets within budgets
  • Planning schedules for implementation
  • Planning for marketing control
  • The marketing control process
  • Actions based on marketing control
  • Levels of marketing control
  • Types of marketing control
  • Essential Checklist no. 20 Evaluating Implementation
  • Contingency plans and scenario planning
  • Chapter Summary
  • Questions
  • Apply Your Knowledge
  • Build Your Own Marketing Plan
  • Endnotes
  • Sample marketing plan: Lost Legends Luxury Chocolatier
  • Executive summary
  • Current marketing situation
  • Market summary
  • Consumer market
  • Business market
  • Market trends and growth
  • Marketing research
  • Current product offerings
  • Business Environment
  • SWOT analysis
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
  • Key issues
  • Mission, direction and objectives
  • Targeting and positioning decisions
  • Product and brand decisions
  • Pricing decisions
  • Channel and logistics decisions
  • Marketing communications decisions
  • Customer service and internal marketing
  • Marketing programmes
  • Forecasts and financial details
  • Implementation and control
  • Sources
  • Glossary
  • Index
  • A
  • B
  • C
  • D
  • E
  • F
  • G
  • H
  • I
  • J
  • K
  • L
  • M
  • N
  • O
  • P
  • Q
  • R
  • S
  • T
  • U
  • V
  • W
  • Y
  • Z