The Ultimate Guide to Strategic Marketing · Real World Methods for Developing Successful, Long-Term Marketing Plans by Hamper, Robert -- Read -- Imperial Library of Trantor

Index

Preface Acknowledgments Part I: The Marketing Planning Process

Introduction Marketing Planning Marketing Defined The Marketing Concept Global Marketing E-commerce Marketing The Company Planning Process

Overall Strategic Business Plan Effective Business Planning Process Key Success Factors in a Marketing Planning Process Defining the Company’s Vision and Mission Objectives and Strategies Quantitative and Qualitative Objectives

Company Planning Hierarchy

The Overall Strategic Business Plan The Strategic Marketing Plan The Product Plan Separating Marketing Plans from Product Plans

Strategic Marketing Planning Cycle

Proactive Versus Reactive Marketing Plans Benefits of a Marketing Plan Pitfalls in Marketing Planning

Marketing Plan Outline Summary Sample Case, Phase 1: Techna Equipment Form 1: Mission Statement

1. Starting Out

Part II: Environmental Assessment

Introduction

Importance of the Analysis Emphasizing Qualitative Data

Basis View Assessing the Environment/Competition—A Qualitative Approach

External Factors Internal Factors Internal/External Factors

Instruction for Assessing the Environment/Competition—A Qualitative Approach Completing Form 2 Summary Sample Case, Phase 2 Form 2: Assessing the Environment/Competition—A Qualitative Approach Introduction Product Positioning: Micro/Macro View

Positioning Analysis Starting the Analysis Business Profile Matrix Business Assessment Matrix

Strategic Gap Analysis Product Evaluation Questionnaire—CSF

Defining the Terms Section I: Competitive Position Section II: Market Attractiveness Section III: Business Strengths Instructions for Completing the Questionnaire

Strategic Scenario Analysis Using Weighted Averages Strategic Scenario Analysis—Detailed Summary Sample Case, Phase 3 Form 3A: Business Profile Matrix Form 3B: Business Assessment Matrix Form 3: Product Evaluation Questionnaire—Critical Success Method Introduction Portfolio Analysis—Macro View

Portfolio Business Profile and Portfolio Business Assessment Matrices Modified Growth–Share Matrix Interpreting the Modified Growth–Share Matrix

Product Dynamics Matrix

Success Sequence The Product Life Cycle and the Success Sequence

Portfolio Scenario Analysis Common Pitfalls in Strategic Planning Product and Portfolio Analysis of Competitors Summary Sample Case, Phase 4 Form 4: Modified Growth–Share Matrix Introduction Identifying Problems

Analyzing Problems

Turning Problems into Opportunities Identifying Opportunities

Analyzing Opportunities

Identifying Resources Summary Sample Case, Phase 5 Form 5: Problem Analysis Form 6: Opportunity and Resource Analysis

2. Step 1: Basis View—Situation Analysis 3. Step 2: Product Positioning Analysis 4. Step 3: Strategic Portfolio Analysis 5. Step 4: Problem and Opportunity Analysis

Part III: Developing the Marketing Plan

Introduction Balancing Objectives Assumptions of Objectives

Categorizing Assumptions Stating Assumptions Specifically

Criteria for Objectives Marketing Objectives—Examples

Product-Related Objectives Price-Related Objectives Promotion Objectives Distribution Objectives Other Objectives

Contingency Objectives Summary Sample Case, Phase 6 Form 7: Marketing Objectives Introduction Marketing Strategy

Factors in Marketing Strategy Requirements for Marketing Strategies

Product Life-Cycle Strategies

Strategies Matrix Life-Cycle Strategies

Market Segmentation

Identifying and Categorizing the Market for Segmentation Segmenting Markets—Five Variables Criteria for Effective Segmentation Benefits of Segmentation

Product Differentiation Product Regeneration Market Niche Strategy Contingency Strategy Development Evaluating the Selected Strategies Summary Sample Case, Phase 7 Form 8: Marketing Strategies Introduction Budget Organization Budget and Forecasting Profit and Loss Statements Forecasting

Forecasting Sales Demand Expert Opinion Surveys Salesforce Composite Method Time Series Analysis Regression Analysis Market Test

Product Contribution Developing a Budget Marketing Budget Allocation Pitfalls to Avoid Financial Assessment

Free Cash Flow

Price Elasticity of Demand Summary Sample Case, Phase 8 Form 9 A: Projected Profit and Loss Statement as of 12/31/201X Form 9B: Three-Year Forecasted Sales and Projected Profit Data

6. Strategic Marketing Objectives 7. Marketing Strategy Selection 8. Budgeting, Forecasting, and Financial Analysis

Part IV: Implementation and Control

Introduction Implementation Implementation Problems Implementation Strategy

Top Management Support Presenting the Marketing Plan to the Company Assigning Implementation Tasks Setting Schedules and Target Dates Establishing Training and Feedback Sessions

Behavioral Change Management

User Participation Motivation

Communication Style Model

Emotive Style Directive Style Reflective Style Supportive Style

Measuring Implementation Success Summary Sample Case, Phase 9 Form 10: Implementation Strategy Introduction The Marketing Controller Concept Elements in a Control System

Yardsticks and Comparative Standards Feedback or Performance Information System Diagnostic Ability and an Analytical System Contingency Plans and Methods

Control Guidelines A Monitoring System Control and Performance Information System Control Standards and Criteria Determining Corrective Action

Performance Analysis Diagnosis Corrective Action

Control and Future Marketing Planning Summary Sample Case, Phase 10 Form 11: Control and Monitoring Form 12: Budget Deviation Analysis Index

9. Marketing Plan Implementation 10. Control and Monitoring of the Strategic Marketing Plan

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