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The Ultimate Guide to Strategic Marketing: Real World Methods for Developing Successful, Long-term Marketing Plans

Book Description

THE DEFINITIVE M ARKETING GUIDE FOR THE 21st CENTURYEverything You Need to Plan Your Strategy and Achieve Your GoalsFrom Fortune 500 consultant Robert J. Hamper the man who wrote the book on strategic marketing comes a powerful new blueprint for growth in today’s economy.

Table of Contents

  1. Cover
  2. The Ultimate Guide to STRATEGIC MARKETING
  3. Copyright Page
  4. Dedication
  5. Contents
  6. Preface
  7. Acknowledgments
  8. Part I: The Marketing Planning Process
    1. 1. Starting Out
      1. Introduction
      2. Marketing Planning
      3. Marketing Defined
      4. The Marketing Concept
      5. Global Marketing
      6. E-commerce Marketing
      7. The Company Planning Process
        1. Overall Strategic Business Plan
        2. Effective Business Planning Process
        3. Key Success Factors in a Marketing Planning Process
        4. Defining the Company’s Vision and Mission
        5. Objectives and Strategies
        6. Quantitative and Qualitative Objectives
      8. Company Planning Hierarchy
        1. The Overall Strategic Business Plan
        2. The Strategic Marketing Plan
        3. The Product Plan
        4. Separating Marketing Plans from Product Plans
      9. Strategic Marketing Planning Cycle
        1. Proactive Versus Reactive Marketing Plans
        2. Benefits of a Marketing Plan
        3. Pitfalls in Marketing Planning
      10. Marketing Plan Outline
      11. Summary
      12. Sample Case, Phase 1: Techna Equipment
      13. Form 1: Mission Statement
  9. Part II: Environmental Assessment
    1. 2. Step 1: Basis View—Situation Analysis
      1. Introduction
        1. Importance of the Analysis
        2. Emphasizing Qualitative Data
      2. Basis View
      3. Assessing the Environment/Competition—A Qualitative Approach
        1. External Factors
        2. Internal Factors
        3. Internal/External Factors
      4. Instruction for Assessing the Environment/Competition—A Qualitative Approach
      5. Completing Form 2
      6. Summary
      7. Sample Case, Phase 2
      8. Form 2: Assessing the Environment/Competition—A Qualitative Approach
    2. 3. Step 2: Product Positioning Analysis
      1. Introduction
      2. Product Positioning: Micro/Macro View
        1. Positioning Analysis
        2. Starting the Analysis
        3. Business Profile Matrix
        4. Business Assessment Matrix
      3. Strategic Gap Analysis
      4. Product Evaluation Questionnaire—CSF
        1. Defining the Terms
        2. Section I: Competitive Position
        3. Section II: Market Attractiveness
        4. Section III: Business Strengths
        5. Instructions for Completing the Questionnaire
      5. Strategic Scenario Analysis Using Weighted Averages
      6. Strategic Scenario Analysis—Detailed
      7. Summary
      8. Sample Case, Phase 3
      9. Form 3A: Business Profile Matrix
      10. Form 3B: Business Assessment Matrix
      11. Form 3: Product Evaluation Questionnaire—Critical Success Method
    3. 4. Step 3: Strategic Portfolio Analysis
      1. Introduction
      2. Portfolio Analysis—Macro View
        1. Portfolio Business Profile and Portfolio Business Assessment Matrices
        2. Modified Growth–Share Matrix
        3. Interpreting the Modified Growth–Share Matrix
      3. Product Dynamics Matrix
        1. Success Sequence
        2. The Product Life Cycle and the Success Sequence
      4. Portfolio Scenario Analysis
      5. Common Pitfalls in Strategic Planning
      6. Product and Portfolio Analysis of Competitors
      7. Summary
      8. Sample Case, Phase 4
      9. Form 4: Modified Growth–Share Matrix
    4. 5. Step 4: Problem and Opportunity Analysis
      1. Introduction
      2. Identifying Problems
        1. Analyzing Problems
      3. Turning Problems into Opportunities
      4. Identifying Opportunities
        1. Analyzing Opportunities
      5. Identifying Resources
      6. Summary
      7. Sample Case, Phase 5
      8. Form 5: Problem Analysis
      9. Form 6: Opportunity and Resource Analysis
  10. Part III: Developing the Marketing Plan
    1. 6. Strategic Marketing Objectives
      1. Introduction
      2. Balancing Objectives
      3. Assumptions of Objectives
        1. Categorizing Assumptions
        2. Stating Assumptions Specifically
      4. Criteria for Objectives
      5. Marketing Objectives—Examples
        1. Product-Related Objectives
        2. Price-Related Objectives
        3. Promotion Objectives
        4. Distribution Objectives
        5. Other Objectives
      6. Contingency Objectives
      7. Summary
      8. Sample Case, Phase 6
      9. Form 7: Marketing Objectives
    2. 7. Marketing Strategy Selection
      1. Introduction
      2. Marketing Strategy
        1. Factors in Marketing Strategy
        2. Requirements for Marketing Strategies
      3. Product Life-Cycle Strategies
        1. Strategies Matrix
        2. Life-Cycle Strategies
      4. Market Segmentation
        1. Identifying and Categorizing the Market for Segmentation
        2. Segmenting Markets—Five Variables
        3. Criteria for Effective Segmentation
        4. Benefits of Segmentation
      5. Product Differentiation
      6. Product Regeneration
      7. Market Niche Strategy
      8. Contingency Strategy Development
      9. Evaluating the Selected Strategies
      10. Summary
      11. Sample Case, Phase 7
      12. Form 8: Marketing Strategies
    3. 8. Budgeting, Forecasting, and Financial Analysis
      1. Introduction
      2. Budget Organization
      3. Budget and Forecasting
      4. Profit and Loss Statements
      5. Forecasting
        1. Forecasting Sales Demand
        2. Expert Opinion
        3. Surveys
        4. Salesforce Composite Method
        5. Time Series Analysis
        6. Regression Analysis
        7. Market Test
      6. Product Contribution
      7. Developing a Budget
      8. Marketing Budget Allocation
      9. Pitfalls to Avoid
      10. Financial Assessment
        1. Free Cash Flow
      11. Price Elasticity of Demand
      12. Summary
      13. Sample Case, Phase 8
      14. Form 9 A: Projected Profit and Loss Statement as of 12/31/201X
      15. Form 9B: Three-Year Forecasted Sales and Projected Profit Data
  11. Part IV: Implementation and Control
    1. 9. Marketing Plan Implementation
      1. Introduction
      2. Implementation
      3. Implementation Problems
      4. Implementation Strategy
        1. Top Management Support
        2. Presenting the Marketing Plan to the Company
        3. Assigning Implementation Tasks
        4. Setting Schedules and Target Dates
        5. Establishing Training and Feedback Sessions
      5. Behavioral Change Management
        1. User Participation
        2. Motivation
      6. Communication Style Model
        1. Emotive Style
        2. Directive Style
        3. Reflective Style
        4. Supportive Style
      7. Measuring Implementation Success
      8. Summary
      9. Sample Case, Phase 9
      10. Form 10: Implementation Strategy
    2. 10. Control and Monitoring of the Strategic Marketing Plan
      1. Introduction
      2. The Marketing Controller Concept
      3. Elements in a Control System
        1. Yardsticks and Comparative Standards
        2. Feedback or Performance Information System
        3. Diagnostic Ability and an Analytical System
        4. Contingency Plans and Methods
      4. Control Guidelines
      5. A Monitoring System
      6. Control and Performance Information System
      7. Control Standards and Criteria
      8. Determining Corrective Action
        1. Performance Analysis
        2. Diagnosis
        3. Corrective Action
      9. Control and Future Marketing Planning
      10. Summary
      11. Sample Case, Phase 10
      12. Form 11: Control and Monitoring
      13. Form 12: Budget Deviation Analysis
  12. Index