Analysis for Marketing Planning

by Lehmann, Donald R.

• ISBN13: 9780072865967
• ISBN10: 0072865962
• Edition: 6th
• Format: Paperback
• Copyright: 2004-08-18
• Publisher: McGraw-Hill/Irwin

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.

Table of Contents

Preface	ix
Acknowledgements	xi
About the Authors	xii
Marketing Planning	1	(24)
Overview	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)
Index	249