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Analysis for Marketing Planning

by: Lehmann, Donald R.

Analysis for Marketing Planning

by: Lehmann, Donald R.

ISBN 13:
9780072865967
ISBN 10:
0072865962
Edition: 6th
Format: Paperback
Copyright: 08/18/2004
Publisher: McGraw-Hill/Irwin
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Summary

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.

Preface

Acknowledgements

About the Authors

xii

Marketing Planning

(24)

Overview

(7)

Definition and Objectives of Plans

(3)

Frequent Mistakes in the Planning Process

(3)

What Makes a Good Planning System: Some Empirical Results

(1)

Is Planning Worthwhile?

(1)

The Planning Process

(3)

Approaches to Planning

(1)

Steps in the Planning Process

(2)

Components of the Marketing Plan

(5)

The Executive Summary

(1)

Situation Analysis

(1)

Marketing Objectives/Strategy

(1)

Supporting Marketing Programs

(1)

The Rest of the Plan

(1)

Example

(3)

Two Case Studies

(5)

Energy Bars (ca. 2002)

(2)

Personal Digital Assistants (ca. 1999)

(3)

Summary

(1)

References

(1)

Appendix Marketing Plan Outline

(2)

Defining the Competitive Set

(26)

Overview

(3)

Levels of Market Competition

(10)

Definitions

(5)

Overlapping Market Segments

(1)

The Impact of Metamediaries

(1)

Product Strategy Implications

(3)

Illustrations

(2)

Methods for Determining Competitors

(7)

Managerial Judgment

(1)

Customer-Based Measures

(5)

Summary

(1)

Competitor Selection

(2)

Enterprise Competition

(2)

Summary

(1)

References

(2)

Industry Analysis

(25)

Overview

(1)

Aggregate Market Factors

(4)

Category Size

(1)

Market Growth

(1)

Product Life Cycle

(2)

Sales Cyclicity

(1)

Seasonality

(1)

Profits

(1)

Category Factors

(6)

Threat of New Entrants

(2)

Bargaining Power of Buyers

(1)

Bargaining Power of Suppliers

(1)

Current Category Rivalry

(1)

Pressure from Substitutes

(1)

Category Capacity

(1)

Environmental Analysis

(8)

Technological Factors

(2)

Political Factors

(1)

Economic Factors

(1)

Regulatory Factors

(1)

Social Factors

(4)

Illustrations

(4)

Energy Bars

(3)

Personal Digital Assistants

(1)

Summary

(1)

References

(1)

Competitor Analysis

(44)

Overview

(6)

Sources of Information

(10)

Secondary Sources of Information

(6)

Primary Sources of Information

(1)

Other Sources

(2)

Some Sources with Ethical Considerations

(1)

Analyzing Product Features

(1)

Assessing Competitors' Current Objectives

(2)

Determination of Competitor Objectives

(2)

Assessing Competitors' Current Strategies

(1)

Marketing Strategy

(7)

Comparing Value Chains

(1)

Marketing Mix

(1)

How to Assess Competitors' Strategies

(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)

Index

249

Amazon no longer offers textbook rentals. We do!

Analysis for Marketing Planning

Analysis for Marketing Planning

9780072865967

0072865962

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Analysis for Marketing Planning

Analysis for Marketing Planning

9780072865967

0072865962

Summary

Table of Contents

Supplemental Materials

Write a Review

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