On Target : The Book on Marketing Plans

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ISBN: 9780966489132 | 0966489136
Cover: Paperback
Copyright: 10/1/2000

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Supplemental Materials

Introduction	p. 1
About This Book	p. 3
It's About the Plan	p. 3
This Began as a Web Book	p. 4
About the Authors	p. 4
Marketing Plans	p. 7
The Essential Contents of a Marketing Plan	p. 7
Marketing Plan Text Outline	p. 8
Text Outline Example	p. 9
Essential Tables	p. 10
Illustrate Numbers With Charts	p. 11
Bring it Together in a Printed Document	p. 17
Glossary of Terms	p. 19
Fundamentals	p. 39
Strategy is Focus	p. 41
Introduction to Marketing Strategy	p. 41
Your Value Proposition	p. 42
Keys to Success	p. 44
Your Competitive Edge	p. 44
Focus on Customer Benefits	p. 47
Focus on Market Needs from the Beginning	p. 47
Start with Customer Needs	p. 49
Features and Benefits Statements	p. 49
Business Forecasting	p. 55
More Art Than Science	p. 55
Respect Your Own Educated Guess	p. 56
Calculate Average Growth Rates	p. 58
Build on Past Data When You Can	p. 60
Graphics as Forecasting Tools	p. 61
Market Research	p. 63
Primary Market Research	p. 64
Secondary Market Research	p. 64
Finding Information on Competitors	p. 65
Where to Find Information on the Internet	p. 65
Web Links for Fundamental Demographic Data	p. 67
Information from Trade and Industry Associations	p. 70
Information from Magazines and Publications	p. 71
Target Marketing	p. 75
Target Marketing is a Better Use of Resources	p. 75
Four Ways to Identify Target Markets	p. 76
Focus on Benefits	p. 76
The Target Market Profile	p. 77
Situation Analysis	p. 79
Market Analysis	p. 81
Essential Market Analysis	p. 81
Know Your Customers	p. 84
Web Links for Fundamental Data	p. 87
SWOT Analysis	p. 89
Developing Your SWOT Analysis	p. 89
A SWOT Example	p. 90
Competitive Analysis	p. 93
Your Competitive Analysis	p. 93
Finding Information on Competitors	p. 95
Website Links for Fundamental Data	p. 95
Strategy	p. 97
Positioning	p. 99
Product Positioning	p. 99
Product Positioning Web Links	p. 101
Strategy Pyramid	p. 107
Strategy Pyramid and Strategic Alignment	p. 108
Mission and Objectives	p. 111
Develop Your Mission Statement	p. 111
Mission Statement Websites	p. 112
Set Marketing Objectives	p. 113
Set Financial Objectives	p. 113
Segmentation	p. 115
Segmentation is Strategic--Divide to Conquer	p. 115
Segmentation Options--You Make the Call	p. 117
Segmentation Website Link	p. 120
Tactics	p. 121
Pricing	p. 123
Understand Your Pricing Choices	p. 123
Pricing for Product Positioning	p. 124
Price Point Determination	p. 125
Pricing is Magic	p. 126
Advertising	p. 129
Advertising Fundamentals	p. 129
Advertising Options	p. 132
Advertising: Make or Buy?	p. 139
Dealing with an Advertising Agency	p. 141
Public Relations	p. 143
Public Relations Marketing	p. 143
Goals and Objectives	p. 144
Assessing Resources	p. 145
Example of PR Strategy	p. 146
The Role of the Champion	p. 147
The Control Factor	p. 148
Product Marketing	p. 149
The Offering Concept	p. 149
What is a Product Brand?	p. 150
Product Manager	p. 152
Packaging and Labeling	p. 153
Product Bundling	p. 154
Adaptations for Global Marketing	p. 155
Direct Marketing	p. 157
What is Direct Marketing?	p. 157
Types of Direct Marketing	p. 158
Assessing the Criteria	p. 161
Before You Begin, Decide How to Measure	p. 162
Ethical Considerations and Responsibilities	p. 164
Channel Marketing	p. 165
Extending Your Reach	p. 165
Channel Members Provide Value	p. 166
Channel Criteria	p. 168
Channel Conflict	p. 169
Channel Marketing - Roles and Functions	p. 170
Forecasting	p. 171
Sales Forecast	p. 173
A Standard Sales Forecast	p. 173
Build on Past Data When you can	p. 174
Units-Based Sales Forecast	p. 175
Projecting Cost of Sales	p. 176
Market Forecast	p. 179
Market Forecast - Example	p. 179
How Do I Make a Market Forecast Estimate?	p. 182
Finding an Expert Forecast	p. 183
Estimating from Past Data	p. 184
Parallel Data	p. 186
The Idea Adoption Model	p. 187
The Diffusion Model	p. 188
Product Life Cycle	p. 194
Web Links for Market Data	p. 196
Expense Budget	p. 197
Your Budget is a Marketing Tactic	p. 197
A Simple Expense Budget	p. 198
Budgeting Approaches	p. 199
Keep the Process in Perspective	p. 199
When You Don't Have Past Data to Compare	p. 200
Creativity is a Budget's Best Friend	p. 200
Make it Happen	p. 201
Print and Publish	p. 203
Publishing is Management	p. 203
Final Edit	p. 203
Presentation	p. 204
Bring Together in Print	p. 204
Keep it Alive	p. 207
Start with the Right Plan	p. 207
Implementation Milestones	p. 209
Regular Modifications and Corrections	p. 210
Sales Forecast - Example	p. 210
Variance Analysis	p. 212
Appendices	p. 217
Sample Plans	p. 219
All4Sports	p. 219
AMT	p. 259
Franklin and Moore LLC	p. 207
Illustration List	p. 347
Index	p. 351
Table of Contents provided by Syndetics. All Rights Reserved.

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On Target : The Book on Marketing Plans

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On Target : The Book on Marketing Plans

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