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Analysis for Marketing Planning,9780073529844
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Analysis for Marketing Planning

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Analysis for Marketing Planning, 7/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

Prefacep. viii
Acknowledgmentsp. x
About the Authorsp. xi
Marketing Planningp. 1
Overviewp. 1
Definition and Objectives of Plansp. 1
Frequent Mistakes in the Planning Processp. 5
What Makes a Good Planning System: Some Empirical Resultsp. 9
Is Planning Worthwhile?p. 9
The Planning Processp. 10
Approaches to Planningp. 10
Steps in the Planning Processp. 10
Components of the Marketing Planp. 13
The Executive Summaryp. 13
Situation Analysisp. 14
Marketing Objectives/Strategyp. 15
Supporting Marketing Programsp. 15
The Rest of the Planp. 15
Examplep. 15
Two Case Studiesp. 19
Specialty Coffee Retailing (ca. 2006/2007)p. 19
MP3 Cell Phones (ca. 2006/2007)p. 21
Summaryp. 24
Referencesp. 24
Defining the Competitive Setp. 29
Overviewp. 29
Levels of Market Competitionp. 33
Definitionsp. 33
Overlapping Market Segmentsp. 38
The Impact of Metamediariesp. 39
Product Strategy Implicationsp. 40
Illustrationp. 42
Methods for Determining Competitorsp. 44
Managerial Judgmentp. 45
Customer-Based Measuresp. 47
Summaryp. 53
Competitor Selectionp. 54
Enterprise Competitionp. 56
Summaryp. 59
Referencesp. 59
Industry Analysisp. 62
Overviewp. 62
Aggregate Market Factorsp. 64
Category Sizep. 64
Market Growthp. 64
Product Life Cyclep. 65
Sales Cyclicityp. 66
Seasonalityp. 67
Profitsp. 67
Category Factorsp. 67
Threat of New Entrantsp. 68
Bargaining Power of Buyersp. 71
Bargaining Power of Suppliersp. 72
Category Rivalryp. 73
Pressure from Substitutesp. 74
Capacityp. 75
Environmental Analysisp. 75
Technological Factorsp. 76
Political Factorsp. 78
Economic Factorsp. 79
Regulatory Factorsp. 80
Social Factorsp. 80
Illustrationsp. 85
Retail Coffeep. 85
MP3 Phonesp. 87
Summaryp. 88
Referencesp. 88
Competitor Analysisp. 90
Overviewp. 90
Sources of Informationp. 96
Secondary Sources of Informationp. 96
Primary Sources of Informationp. 102
Other Sourcesp. 104
Ethically Questionable Sourcesp. 106
Analyzing Product Featuresp. 108
Assessing Competitors' Current Objectivesp. 109
Determination of Competitor Objectivesp. 109
Assessing Competitors' Current Strategiesp. 112
Marketing Strategyp. 112
Comparing Value Chainsp. 113
Marketing Mixp. 114
How to Assess Competitors' Strategiesp. 115
Technology Strategyp. 118
Differential Advantage Analysisp. 120
Ability to Conceive and Designp. 122
Ability to Producep. 122
Ability to Marketp. 122
Ability to Financep. 122
Ability to Managep. 122
What to Do with the Informationp. 123
Assessing a Competitor's Willp. 123
Predicting Future Strategiesp. 125
Illustrationsp. 129
Retail Coffeep. 129
MP3 Cell Phonesp. 132
Summaryp. 135
Referencesp. 135
Customer Analysisp. 137
Overviewp. 137
What We Need to Know About Customersp. 138
Who Buys and Uses the Productp. 138
What Customers Buy and How They Use Itp. 145
Where Customers Buyp. 148
When Customers Buyp. 148
How Customers Choosep. 149
Customers as Problem Solversp. 155
Why They Prefer a Productp. 155
The Special Case of New Productsp. 159
Manifestations of Customer Valuep. 161
How They Respond to Marketing Programsp. 164
Will They Buy It (Again)?p. 165
What Are They Worth?p. 166
Segmentationp. 170
Desirable Criteria for Segmentsp. 171
Methods for Market Segmentationp. 172
Illustrationsp. 190
U.S. Cell Phone Customersp. 190
MP3 Playersp. 191
Retail Coffeep. 192
Summaryp. 194
Referencesp. 195
Economic Value to the Customer (EVC)p. 199
Latent Class Methodsp. 202
Market Potential and Sales Forecastingp. 204
Overviewp. 204
Definitionsp. 205
Market Potentialp. 206
Overviewp. 206
What Potential Estimates Are Used Forp. 206
Information Sourcesp. 207
New or Growing Product Potentialp. 209
Mature Product Potentialp. 211
Methods of Estimating Market and Sales Potentialp. 211
Area Potentialp. 214
Sales Potentialp. 215
Sales Forecastingp. 215
Overviewp. 215
Level of Accuracy Neededp. 218
Judgment-Based Methodsp. 218
Customer-Based Methodsp. 223
Sales Extrapolation Methodsp. 224
Model-Based Methodsp. 228
What Methods Are Used?p. 230
Using Regression Models for Forecastingp. 231
Developing Regression Modelsp. 232
Recognizing Uncertaintyp. 238
Nonlinear Relationsp. 239
Share Forecastsp. 240
Forecasting Really New Productsp. 241
Illustrationsp. 242
Retail Coffeep. 242
PDA Salesp. 244
Using Forecastsp. 245
Combining Forecastsp. 245
Gaining Agreementp. 246
Why Not Just Go to the Web?p. 247
Summaryp. 247
Referencesp. 247
Time Series Regression with Seasonal Factorsp. 249
Developing Marketing Strategyp. 253
Overviewp. 253
Benefits of Strategyp. 254
Elements of Strategyp. 255
Setting Objectivesp. 256
Selection of Strategic Alternativesp. 259
Increasing Sales/Market Sharep. 260
Increasing Profitabilityp. 262
Summaryp. 263
Positioningp. 264
Choice of Customer Targetsp. 264
Choice of Competitor Targetsp. 265
Core Strategyp. 266
Brand Strategyp. 272
Brand Buildingp. 273
Brand Leveragingp. 278
Measuring Brand Valuep. 279
Customer Strategyp. 282
Marketing Strategy over the Life Cyclep. 283
Introduction Strategiesp. 283
Growth Strategiesp. 284
Maturity Strategiesp. 286
Strategies for the Decline Stagep. 287
Summaryp. 287
Illustrationsp. 288
Retail Coffee: Peet'sp. 288
MP3 Cell Phones: Sony Ericsson Walkmanp. 288
Summaryp. 288
Referencesp. 289
Indexp. 293
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