Preface | p. vii |
Introduction | p. 1 |
What is selling? | p. 4 |
What is marketing? | p. 4 |
What is marketing planning? | p. 7 |
Stages in the preparation of a marketing plan | p. 8 |
Summary | p. 12 |
Situation analysis - the marketing audit | p. 13 |
The audit of the marketing environment | p. 13 |
The audit of marketing activity | p. 14 |
The audit of the marketing system | p. 14 |
The marketing environment - market research | p. 14 |
Internal market research | p. 21 |
What is market segmentation | p. 21 |
Information checklist | p. 23 |
How to present the figures | p. 25 |
Situation analysis | p. 29 |
SWOT analysis | p. 30 |
Summary | p. 35 |
Objectives, strategies and action plans | p. 37 |
What is a marketing objective | p. 37 |
The product portfolio | p. 39 |
Relative market growth rate and share | p. 42 |
Gap analysis | p. 47 |
What is a marketing strategy? | p. 49 |
Pricing strategies | p. 51 |
Action plans | p. 54 |
Summary | p. 56 |
Distribution, promotion and budgets | p. 59 |
The distribution plan | p. 59 |
The advertising and promotions plan | p. 67 |
Costs and budgets | p. 73 |
Budgeting the cost of a marketing plan | p. 75 |
Summary | p. 80 |
Writing the plan | p. 81 |
Introduction | p. 83 |
Executive summary | p. 84 |
Situation analysis | p. 85 |
Marketing objectives | p. 95 |
Marketing strategies | p. 96 |
Schedule of what/where how | p. 98 |
Sales promotion | p. 100 |
Budgets and the profit and loss account | p. 100 |
Controls and update procedures | p. 102 |
Summary | p. 103 |
Presenting the plan, follow-up and revision | p. 105 |
Presenting the plan | p. 106 |
Follow-up and revision | p. 112 |
Conclusion | p. 112 |
Appendix - Marketing plan for the UK market | p. 115 |
Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.