Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

by Stevens; Robert E

• ISBN13: 9780789017703
• ISBN10: 0789017709
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2003-01-13
• Publisher: Routledge

Summary

Examine essential marketing disciplines and weapons! This essential book will show you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplines and familiarizes you with the marketing "weapons arsenal." It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of "marketing intelligence" and professional marketing associations. This single volume provides a step-by-step process (with short, clear examples) of how to develop a custom plan to fit any business. In addition, it defines all of the business terms you'll find inside and lists additional resources to draw upon. With Marketing Your Business: A Guide to Developing a Strategic Marketing Plan, you will explore: the process of selecting the right strategy by defining your business strategy, assessing the most relevant focal points, and choosing the marketing strategy that will work best for you the arsenal of current marketing weaponry--advertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, legal issues, and more! the nature of strategic marketing plans-competitive and environmental assessments, mission statements, slogans, budgeting, goals and objectives, etc. key checklists and 13 sample work forms that will help you formulate your plan and much more! Ideal for use by educators and students as well as businesspeople, Marketing Your Business brings together everything you need to know to develop an effective strategic marketing plan and put it into action!

Table of Contents

Preface	xi
Acknowledgments	xiii
Introduction	xv
PART A: THE STRATEGY SELECTION PROCESS	1	(46)
Defining Your Business Strategy	3	(6)
Another Perspective	5	(1)
Providing Value and Reducing Costs	6	(3)
Assessing Focal Points	9	(20)
Types of Marketing Research	10	(4)
Marketing Research Techniques	14	(4)
Marketing Research Presentation Tools	18	(11)
Looking Within	26	(1)
Mailing Less and Making More	27	(2)
Selecting Strategies	29	(18)
Positioning Strategies	29	(18)
Positioning to Perfection	42	(2)
Speed, Reliability, and Convenience	44	(3)
PART B: SELECTING WEAPONRY	47	(170)
Advertising	49	(26)
Advertising Guidelines	49	(3)
The Six-Step Advertising Process	52	(2)
Do It Yourself or Select an Agency?	54	(3)
Advertising Types and Themes	57	(3)
Market Coverage	60	(2)
Media Selection	62	(13)
Extreme Target Market Execution	69	(3)
Icon Power	72	(3)
Public Relations	75	(16)
What Public Relations Is	76	(6)
Tools of Public Relations	82	(9)
Sources and Experts	87	(1)
The Power of the Survey and Award	88	(3)
Promotions	91	(12)
Keys to Successful Promotions	92	(2)
Types of Promotions	94	(9)
More Than a Promotion	99	(1)
Left Brain/Right Brain	100	(3)
Merchandising	103	(10)
Types of Merchandising	104	(3)
Merchandising Your Employees	107	(2)
Merchandising Checklist	109	(4)
Accessories and Gifts	110	(1)
Color Themes	111	(1)
Psychological Merchandising	111	(2)
Database Marketing	113	(10)
Database Systems	114	(4)
Sales Through Direct Mail	118	(5)
The Check Is in the Mail	121	(1)
By Invitation Only	122	(1)
Electronic Marketing	123	(6)
Internet Uses	123	(2)
Electronic Marketing Checklist	125	(4)
Making It Work for Everyone	126	(1)
Major Mistakes	126	(3)
Packaging	129	(6)
Benefits of Packaging	130	(5)
Being Different	132	(1)
Riding a Wave and Right Name/Right Color	132	(3)
Branding	135	(12)
Brand Strategy	135	(3)
The Measurement of Brand Associations	138	(9)
The Character of a Brand	144	(1)
Name Compatibility	144	(3)
Pricing	147	(10)
Pricing Techniques	151	(6)
Winning with the Same Price	154	(1)
Paying Later Adds Value and Moves Product	154	(3)
Sales	157	(22)
Changing Strategy	157	(1)
Personal Sales	158	(2)
Knowledge Acquisition	160	(5)
Selling Strategies	165	(4)
Measuring and Rewarding	169	(10)
The Tale of the Two Inns	174	(1)
The Worthwhile Investment	175	(4)
Customer Service	179	(20)
Customer Service Strategies	179	(20)
Really Tailored Customer Service	193	(2)
A Total Customer Mentality	195	(4)
Crisis Management	199	(8)
Five Key Steps in Crisis Management	203	(4)
What Not to Do	204	(1)
The Unbreakable That Wasn't	204	(3)
Marketing and the Law	207	(4)
Marketing Budget	211	(6)
Preparation Methods	211	(2)
Presentation Components	213	(4)
PART C: THE MARKETING PLAN AND THE MARKETING AUDIT	217	(28)
The Strategic Marketing Plan	219	(18)
The Preface	219	(1)
Executive Summary	220	(2)
Competitive and Environmental Assessment	222	(2)
The Mission Statement	224	(1)
Goals and Objectives	224	(1)
Driving Forces	225	(1)
Strategies and Tactics	226	(2)
Program Plans	228	(1)
Recommendations	229	(1)
The Vision	229	(1)
Slogans	230	(1)
Issues	230	(1)
Measurements and Results	231	(1)
Budget	232	(2)
The Appendix	234	(3)
The Complete Marketing Audit	237	(8)
Appendix 1. Work Forms	245	(14)
Appendix 2. Marketing Intelligence Information Sources	259	(4)
Appendix 3. Marketing-Related Associations	263	(6)
Notes	269	(4)
Glossary	273	(12)
Additional Key Terms	285	(20)
Bibliography	305	(2)
Index	307