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Analysis for Marketing Planning

ISBN: 9780072865967 | 0072865962
Edition: 6th
Format: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 8/18/2004

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SummaryTable of Contents
Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document--the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not attempt to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product' s environment, customers and competitors.
Prefaceix
Acknowledgementsxi
About the Authorsxii
Marketing Planning
1(24)
... MORE
1(7)
Definition and Objectives of Plans
1(3)
Frequent Mistakes in the Planning Process
4(3)
What Makes a Good Planning System: Some Empirical Results
7(1)
Is Planning Worthwhile?
7(1)
The Planning Process
8(3)
Approaches to Planning
8(1)
Steps in the Planning Process
9(2)
Components of the Marketing Plan
11(5)
The Executive Summary
11(1)
Situation Analysis
11(1)
Marketing Objectives/Strategy
12(1)
Supporting Marketing Programs
13(1)
The Rest of the Plan
13(1)
Example
13(3)
Two Case Studies
16(5)
Energy Bars (ca. 2002)
16(2)
Personal Digital Assistants (ca. 1999)
18(3)
Summary
21(1)
References
22(1)
Appendix Marketing Plan Outline
23(2)
Defining the Competitive Set
25(26)
Overview
25(3)
Levels of Market Competition
28(10)
Definitions
28(5)
Overlapping Market Segments
33(1)
The Impact of Metamediaries
33(1)
Product Strategy Implications
33(3)
Illustrations
36(2)
Methods for Determining Competitors
38(7)
Managerial Judgment
38(1)
Customer-Based Measures
39(5)
Summary
44(1)
Competitor Selection
45(2)
Enterprise Competition
47(2)
Summary
49(1)
References
49(2)
Industry Analysis
51(25)
Overview
51(1)
Aggregate Market Factors
52(4)
Category Size
52(1)
Market Growth
53(1)
Product Life Cycle
53(2)
Sales Cyclicity
55(1)
Seasonality
55(1)
Profits
55(1)
Category Factors
56(6)
Threat of New Entrants
56(2)
Bargaining Power of Buyers
58(1)
Bargaining Power of Suppliers
59(1)
Current Category Rivalry
60(1)
Pressure from Substitutes
61(1)
Category Capacity
61(1)
Environmental Analysis
62(8)
Technological Factors
62(2)
Political Factors
64(1)
Economic Factors
65(1)
Regulatory Factors
65(1)
Social Factors
66(4)
Illustrations
70(4)
Energy Bars
70(3)
Personal Digital Assistants
73(1)
Summary
74(1)
References
75(1)
Competitor Analysis
76(44)
Overview
76(6)
Sources of Information
82(10)
Secondary Sources of Information
82(6)
Primary Sources of Information
88(1)
Other Sources
89(2)
Some Sources with Ethical Considerations
91(1)
Analyzing Product Features
92(1)
Assessing Competitors' Current Objectives
93(2)
Determination of Competitor Objectives
93(2)
Assessing Competitors' Current Strategies
95(1)
Marketing Strategy
95(7)
Comparing Value Chains
96(1)
Marketing Mix
97(1)
How to Assess Competitors' Strategies
98(2)
Technology Strategy
100(2)
Differential Advantage Analysis
102(4)
Ability to Conceive and Design
102(2)
Ability to Produce
104(1)
Ability to Market
104(1)
Ability to Finance
104(1)
Ability to Manage
104(1)
What to Do with the Information
104(2)
Assessing a Competitor's Will
106(1)
Predicting Future Strategies
107(3)
Illustrations
110(8)
Energy Bars
110(4)
Personal Digital Assistants
114(4)
Summary
118(1)
References
118(2)
Customer Analysis
120(50)
Overview
120(1)
What We Need to Know About Customers
121(20)
Who Buys and Uses the Product
121(6)
What Customers Buy and How They Use It
127(2)
Where Customers Buy
129(1)
When Customers Buy
130(1)
How Customers Choose
130(5)
Why They Prefer a Product
135(5)
How They Respond to Marketing Programs
140(1)
Will They Buy It (Again)?
140(1)
Segmentation
141(17)
Desirable Criteria for Segments
142(1)
Methods for Market Segmentation
143(15)
Illustrations
158(6)
Energy Bars
158(2)
Personal Digital Assistants
160(2)
Motorcycles
162(2)
Summary
164(1)
References
165(2)
Appendix 5A Economic Value to the Customer (EVC)
167(2)
Appendix 5B Latent Class Methods
169(1)
Market Potential and Sales Forecasting
170(42)
Overview
170(1)
Definitions
170(1)
Market Potential
171(4)
Overview
171(1)
What They Are Used For
172(1)
Information Sources
172(2)
New or Growing Product Potential
174(1)
Mature Product Potentials
175(1)
Methods of Estimating Market and Sales Potential
175(3)
Analysis-Based Estimates
175(3)
Area Potential
178(1)
Sales Potential
179(1)
Sales Forecasting
179(23)
Overview
179(2)
Level of Accuracy Needed
181(1)
Judgment-Based Methods
181(4)
Customer-Based Methods
185(3)
Sales Extrapolation Methods
188(3)
Model-Based Methods
191(1)
What Methods Are Used?
192(1)
Using Regression Models for Forecasting
192(7)
Developing Regression Models
199(1)
Recognizing Uncertainty
199(1)
Nonlinear Relations
199(2)
Share Forecasts
201(1)
Forecasting Really New Products
201(1)
Illustrations
202(3)
Forecasting Energy Bar Sales via Regression
202(2)
PDA Sales
204(1)
Using Forecasts
205(2)
Combining Forecasts
206(1)
Gaining Agreement
206(1)
Why Not Just Go to the Web?
207(1)
Summary
207(1)
References
207(2)
Appendix Time Series Regression with Seasonal Factors
209(3)
Developing Marketing Strategy
212(37)
Overview
212(2)
Benefits of Strategy
212(2)
Elements of a Marketing Strategy
214(1)
Setting Objectives
214(3)
Selection of Strategic Alternatives
217(4)
Increasing Sales/Market Share
217(2)
Increasing Profitability
219(1)
Summary
220(1)
Positioning: Choice of Customer Targets
221(1)
Positioning: Choice of Competitor Targets
222(1)
Positioning: The Core Strategy
223(5)
Cost/Price (Value) Strategy
224(1)
Nonprice Strategy
224(4)
Managing Brand Equity
228(8)
Measuring Brand Value
233(3)
Relation to Customer Strategy
236(1)
Marketing Strategy over the Life Cycle
236(4)
Introduction Strategies
236(2)
Growth Strategies
238(1)
Maturity Strategies
239(1)
Strategies for the Decline Stage
239(1)
Summary
240(1)
Illustrations
240(1)
Odwalla Energy Bar
240(1)
Handspring
241(1)
Summary
241(1)
References
242(3)
Appendix A
245(4)
Index249

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