Analysis for Marketing Planning

by Lehmann, Donald; Winer, Russell

• ISBN13: 9780073529844
• ISBN10: 0073529842
• Edition: 7th
• Format: Paperback
• Copyright: 2007-11-29
• Publisher: McGraw-Hill Education

Summary

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

Preface	p. viii
Acknowledgments	p. x
About the Authors	p. xi
Marketing Planning	p. 1
Overview	p. 1
Definition and Objectives of Plans	p. 1
Frequent Mistakes in the Planning Process	p. 5
What Makes a Good Planning System: Some Empirical Results	p. 9
Is Planning Worthwhile?	p. 9
The Planning Process	p. 10
Approaches to Planning	p. 10
Steps in the Planning Process	p. 10
Components of the Marketing Plan	p. 13
The Executive Summary	p. 13
Situation Analysis	p. 14
Marketing Objectives/Strategy	p. 15
Supporting Marketing Programs	p. 15
The Rest of the Plan	p. 15
Example	p. 15
Two Case Studies	p. 19
Specialty Coffee Retailing (ca. 2006/2007)	p. 19
MP3 Cell Phones (ca. 2006/2007)	p. 21
Summary	p. 24
References	p. 24
Defining the Competitive Set	p. 29
Overview	p. 29
Levels of Market Competition	p. 33
Definitions	p. 33
Overlapping Market Segments	p. 38
The Impact of Metamediaries	p. 39
Product Strategy Implications	p. 40
Illustration	p. 42
Methods for Determining Competitors	p. 44
Managerial Judgment	p. 45
Customer-Based Measures	p. 47
Summary	p. 53
Competitor Selection	p. 54
Enterprise Competition	p. 56
Summary	p. 59
References	p. 59
Industry Analysis	p. 62
Overview	p. 62
Aggregate Market Factors	p. 64
Category Size	p. 64
Market Growth	p. 64
Product Life Cycle	p. 65
Sales Cyclicity	p. 66
Seasonality	p. 67
Profits	p. 67
Category Factors	p. 67
Threat of New Entrants	p. 68
Bargaining Power of Buyers	p. 71
Bargaining Power of Suppliers	p. 72
Category Rivalry	p. 73
Pressure from Substitutes	p. 74
Capacity	p. 75
Environmental Analysis	p. 75
Technological Factors	p. 76
Political Factors	p. 78
Economic Factors	p. 79
Regulatory Factors	p. 80
Social Factors	p. 80
Illustrations	p. 85
Retail Coffee	p. 85
MP3 Phones	p. 87
Summary	p. 88
References	p. 88
Competitor Analysis	p. 90
Overview	p. 90
Sources of Information	p. 96
Secondary Sources of Information	p. 96
Primary Sources of Information	p. 102
Other Sources	p. 104
Ethically Questionable Sources	p. 106
Analyzing Product Features	p. 108
Assessing Competitors' Current Objectives	p. 109
Determination of Competitor Objectives	p. 109
Assessing Competitors' Current Strategies	p. 112
Marketing Strategy	p. 112
Comparing Value Chains	p. 113
Marketing Mix	p. 114
How to Assess Competitors' Strategies	p. 115
Technology Strategy	p. 118
Differential Advantage Analysis	p. 120
Ability to Conceive and Design	p. 122
Ability to Produce	p. 122
Ability to Market	p. 122
Ability to Finance	p. 122
Ability to Manage	p. 122
What to Do with the Information	p. 123
Assessing a Competitor's Will	p. 123
Predicting Future Strategies	p. 125
Illustrations	p. 129
Retail Coffee	p. 129
MP3 Cell Phones	p. 132
Summary	p. 135
References	p. 135
Customer Analysis	p. 137
Overview	p. 137
What We Need to Know About Customers	p. 138
Who Buys and Uses the Product	p. 138
What Customers Buy and How They Use It	p. 145
Where Customers Buy	p. 148
When Customers Buy	p. 148
How Customers Choose	p. 149
Customers as Problem Solvers	p. 155
Why They Prefer a Product	p. 155
The Special Case of New Products	p. 159
Manifestations of Customer Value	p. 161
How They Respond to Marketing Programs	p. 164
Will They Buy It (Again)?	p. 165
What Are They Worth?	p. 166
Segmentation	p. 170
Desirable Criteria for Segments	p. 171
Methods for Market Segmentation	p. 172
Illustrations	p. 190
U.S. Cell Phone Customers	p. 190
MP3 Players	p. 191
Retail Coffee	p. 192
Summary	p. 194
References	p. 195
Economic Value to the Customer (EVC)	p. 199
Latent Class Methods	p. 202
Market Potential and Sales Forecasting	p. 204
Overview	p. 204
Definitions	p. 205
Market Potential	p. 206
Overview	p. 206
What Potential Estimates Are Used For	p. 206
Information Sources	p. 207
New or Growing Product Potential	p. 209
Mature Product Potential	p. 211
Methods of Estimating Market and Sales Potential	p. 211
Area Potential	p. 214
Sales Potential	p. 215
Sales Forecasting	p. 215
Overview	p. 215
Level of Accuracy Needed	p. 218
Judgment-Based Methods	p. 218
Customer-Based Methods	p. 223
Sales Extrapolation Methods	p. 224
Model-Based Methods	p. 228
What Methods Are Used?	p. 230
Using Regression Models for Forecasting	p. 231
Developing Regression Models	p. 232
Recognizing Uncertainty	p. 238
Nonlinear Relations	p. 239
Share Forecasts	p. 240
Forecasting Really New Products	p. 241
Illustrations	p. 242
Retail Coffee	p. 242
PDA Sales	p. 244
Using Forecasts	p. 245
Combining Forecasts	p. 245
Gaining Agreement	p. 246
Why Not Just Go to the Web?	p. 247
Summary	p. 247
References	p. 247
Time Series Regression with Seasonal Factors	p. 249
Developing Marketing Strategy	p. 253
Overview	p. 253
Benefits of Strategy	p. 254
Elements of Strategy	p. 255
Setting Objectives	p. 256
Selection of Strategic Alternatives	p. 259
Increasing Sales/Market Share	p. 260
Increasing Profitability	p. 262
Summary	p. 263
Positioning	p. 264
Choice of Customer Targets	p. 264
Choice of Competitor Targets	p. 265
Core Strategy	p. 266
Brand Strategy	p. 272
Brand Building	p. 273
Brand Leveraging	p. 278
Measuring Brand Value	p. 279
Customer Strategy	p. 282
Marketing Strategy over the Life Cycle	p. 283
Introduction Strategies	p. 283
Growth Strategies	p. 284
Maturity Strategies	p. 286
Strategies for the Decline Stage	p. 287
Summary	p. 287
Illustrations	p. 288
Retail Coffee: Peet's	p. 288
MP3 Cell Phones: Sony Ericsson Walkman	p. 288
Summary	p. 288
References	p. 289
Index	p. 293
Table of Contents provided by Ingram. All Rights Reserved.