Additional Information
Book Details
Abstract
Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover\r | Cover | ||
| Brief Contents\r | v | ||
| Contents\r | vii | ||
| Preface | xv | ||
| About the author | xx | ||
| Acknowledgements | xxi | ||
| 1 Introduction to marketing planning | 2 | ||
| Chapter preview: Marketing at Primark® | 3 | ||
| The role of marketing planning | 4 | ||
| The benefits of marketing planning | 4 | ||
| Marketing in practice: Red Nose Day® | 5 | ||
| The dynamic marketing plan | 6 | ||
| The process of marketing planning | 6 | ||
| Stage 1: Analyse the current situation | 6 | ||
| Stage 2: Research and analyse markets and customers | 8 | ||
| Essential checklist No. 1: Situational analysis | 8 | ||
| Stage 3: Determine segmentation, targeting and positioning | 9 | ||
| Stage 4: Set marketing plan direction and objectives | 9 | ||
| Stage 5: Plan strategies, programmes and support | 10 | ||
| Product and branding | 10 | ||
| Marketing in practice: Nestlé KitKat® | 11 | ||
| Price | 11 | ||
| Channel and logistics | 12 | ||
| Marketing communications and influence | 12 | ||
| Marketing support | 13 | ||
| Stage 6: Plan to measure progress and performance | 13 | ||
| Stage 7: Implement, control and evaluate the plan | 14 | ||
| Documenting a marketing plan | 14 | ||
| Internal audit: The starting point for planning | 14 | ||
| Three levels of planning for strategy | 14 | ||
| Marketing and the mission statement | 17 | ||
| Marketing in practice: Walmart® | 18 | ||
| Essential checklist No. 2: The mission statement | 19 | ||
| Chapter summary | 19 | ||
| A closer look: Marketing at Primark® | 20 | ||
| Apply your knowledge | 21 | ||
| Build your own marketing plan | 21 | ||
| Endnotes | 22 | ||
| 2 Analysing the current situation | 24 | ||
| Chapter preview: Marketing at Loreal\r | 26 | ||
| Environmental scanning and analysis | 26 | ||
| Internal audit: identifying strengths and weaknesses | 27 | ||
| External audit: identifying opportunities and threats | 28 | ||
| SWOT analysis | 29 | ||
| Marketing in practice: Experian® | 30 | ||
| Analysing the internal environment | 30 | ||
| Organisational resources and capabilities | 31 | ||
| Current offerings | 31 | ||
| Previous performance | 32 | ||
| Marketing in practice: Coles® | 32 | ||
| Business relationships | 33 | ||
| Key issues | 34 | ||
| Essential checklist No. 3: The internal environment | 34 | ||
| Analysing the external environment | 34 | ||
| Political factors | 35 | ||
| Economic factors | 35 | ||
| Social, cultural and ethical factors | 36 | ||
| Technological factors | 37 | ||
| Legal factors | 38 | ||
| Ecological factors | 38 | ||
| Competitive factors | 39 | ||
| Marketing in practice: Michelin® | 40 | ||
| Essential checklist No. 4: The external environment | 41 | ||
| Chapter summary | 41 | ||
| A closer look: Marketing at Loreal\r | 42 | ||
| Apply your knowledge | 43 | ||
| Build your own marketing plan | 43 | ||
| Endnotes | 44 | ||
| 3 Analysing customers and markets | 46 | ||
| Chapter preview: Marketing at Ryanair® | 48 | ||
| Analysing consumer and business markets | 48 | ||
| Market definition | 49 | ||
| Market changes | 50 | ||
| Market share | 51 | ||
| Marketing in practice: Specsavers® | 52 | ||
| Analysing customers in consumer markets | 52 | ||
| Characteristics and needs | 53 | ||
| Cultural elements | 54 | ||
| Social connections and opinion leaders | 54 | ||
| Personal elements | 55 | ||
| Marketing in practice: Nappies in China | 57 | ||
| Essential checklist No. 5: Analysing customers in consumer markets | 57 | ||
| Analysing customers in business markets | 58 | ||
| Characteristics and needs | 58 | ||
| Organisational and environmental considerations | 59 | ||
| Internal and external relationships | 59 | ||
| Marketing in practice: Samsung® Electronics | 60 | ||
| Essential checklist No. 6: Analysing customers in business markets | 61 | ||
| Researching markets and customers | 62 | ||
| Primary and secondary research data | 62 | ||
| Conducting marketing research | 62 | ||
| Chapter summary | 63 | ||
| A closer look: Marketing at Ryanair® | 64 | ||
| Apply your knowledge | 65 | ||
| Build your own marketing plan | 65 | ||
| Endnotes | 66 | ||
| 4 Segmenting, targeting and positioning | 68 | ||
| Chapter preview: Marketing at Nike® | 70 | ||
| Benefits of segmentation, targeting and positioning | 70 | ||
| The market segmentation process | 72 | ||
| Choose the market | 72 | ||
| Apply segmentation variables in consumer markets | 73 | ||
| Marketing in practice: Whitbread’s Premier Inn® | 75 | ||
| Apply segmentation variables in business markets | 75 | ||
| Marketing in practice: BASF® | 76 | ||
| Evaluate and select segments for targeting | 77 | ||
| Essential checklist No. 7: Evaluating market segments | 78 | ||
| The targeting process | 79 | ||
| Undifferentiated marketing | 79 | ||
| Differentiated marketing | 80 | ||
| Marketing in practice: BMW® Group | 80 | ||
| Concentrated marketing | 81 | ||
| Individualised marketing | 81 | ||
| Segment personas | 81 | ||
| The positioning process | 82 | ||
| Deciding on differentiation | 82 | ||
| Applying positioning | 83 | ||
| Essential checklist No. 8: Planning for positioning | 83 | ||
| Chapter summary | 83 | ||
| A closer look: Marketing at Nike® | 84 | ||
| Apply your knowledge | 85 | ||
| Build your own marketing plan | 85 | ||
| Endnotes | 86 | ||
| 5 Planning direction and objectives | 88 | ||
| Chapter preview: Marketing at Lego® Group | 90 | ||
| Marketing plan direction | 90 | ||
| Growth strategies | 91 | ||
| Non-growth strategies | 92 | ||
| Marketing plan objectives | 92 | ||
| Types of objectives | 93 | ||
| Financial objectives | 93 | ||
| Marketing objectives | 94 | ||
| Marketing in practice: Danone® | 95 | ||
| Societal objectives | 96 | ||
| Marketing in practice: Bring back the bees | 97 | ||
| Characteristics of effective objectives | 98 | ||
| Marketing in practice: Hyundai® | 100 | ||
| Essential checklist No. 9: Evaluating objectives | 100 | ||
| From objectives to marketing-mix decisions | 101 | ||
| Chapter summary | 102 | ||
| A closer look: Marketing at Lego® Group | 102 | ||
| Apply your knowledge | 103 | ||
| Build your own marketing plan | 103 | ||
| Endnotes | 104 | ||
| 6 Planning for products and brands | 106 | ||
| Chapter preview: Marketing at Reckitt Benckiser® | 108 | ||
| Planning for products | 108 | ||
| Product-mix and product-line decisions | 110 | ||
| Cannibalisation | 111 | ||
| Marketing in practice: Competition and cannibalisation | 111 | ||
| Limited-time and limited-edition products | 112 | ||
| Product life-cycle decisions | 112 | ||
| New product development decisions | 113 | ||
| Marketing in practice: Tesla Motors® | 114 | ||
| Product attribute decisions | 115 | ||
| Quality and performance decisions | 115 | ||
| Feature and benefit decisions | 116 | ||
| Design decisions\r | 117 | ||
| Packaging and labelling decisions\r | 117 | ||
| Essential checklist No. 10: Planning for products | 118 | ||
| Planning for brands | 118 | ||
| Brand identity | 119 | ||
| Marketing in practice: Private brands | 120 | ||
| Brand meaning | 121 | ||
| Brand response | 121 | ||
| Brand relationship | 122 | ||
| Rebranding | 122 | ||
| Essential checklist No. 11: Planning for brands | 123 | ||
| Chapter summary | 123 | ||
| A closer look: Marketing at Reckitt Benckiser® | 124 | ||
| Apply your knowledge | 125 | ||
| Build your own marketing plan | 125 | ||
| Endnotes | 125 | ||
| 7 Planning for pricing | 128 | ||
| Chapter preview: Marketing at IKEA® | 130 | ||
| Understanding price and value | 130 | ||
| Perceptions of value | 130 | ||
| Marketing in practice: LVMH® | 132 | ||
| Pricing based on value | 132 | ||
| Analysing influences on pricing decisions | 133 | ||
| Internal influences | 133 | ||
| Organisational and marketing plan objectives | 134 | ||
| Costs | 134 | ||
| Targeting and positioning | 135 | ||
| Marketing in practice: Poundland® | 135 | ||
| Product decisions and life cycle\r | 136 | ||
| Marketing-mix decisions | 136 | ||
| Essential checklist No. 12: Pricing through the product life cycle | 137 | ||
| External influences | 137 | ||
| Customers | 137 | ||
| Market and demand | 138 | ||
| Marketing in practice: Walt Disney® | 139 | ||
| Competition | 140 | ||
| Channel members | 140 | ||
| Legal, regulatory, ethical and sustainability considerations\r | 141 | ||
| Making pricing decisions | 142 | ||
| Setting pricing objectives | 142 | ||
| Pricing new products | 142 | ||
| Pricing multiple products | 143 | ||
| Adapting prices | 143 | ||
| Planning for prices to vary | 144 | ||
| Chapter summary | 145 | ||
| A closer look: Marketing at IKEA® | 145 | ||
| Apply your knowledge | 146 | ||
| Build your own marketing plan | 147 | ||
| Endnotes | 147 | ||
| 8 Planning for channels and logistics | 150 | ||
| Chapter preview: Marketing at Burberry® | 152 | ||
| Analysing the value chain | 152 | ||
| The value chain for services | 154 | ||
| Flows and responsibilities in the value chain | 154 | ||
| Reverse channels | 154 | ||
| Planning for channels | 155 | ||
| Marketing in practice: Uniqlo® | 156 | ||
| Channel length decisions | 157 | ||
| Marketing in practice: Amazon.com\r | 158 | ||
| Channel member decisions | 159 | ||
| Retail trends | 160 | ||
| Marketing in practice: Pop-up shops | 160 | ||
| Essential checklist No. 13: Planning for marketing channels | 162 | ||
| Planning for logistics | 162 | ||
| Inventory decisions | 163 | ||
| Storage decisions | 163 | ||
| Transportation decisions | 164 | ||
| Order processing and fulfilment decisions | 165 | ||
| Essential checklist No. 14: Planning for logistics | 165 | ||
| Chapter summary | 165 | ||
| A closer look: Marketing at Burberry® | 166 | ||
| Apply your knowledge | 167 | ||
| Build your own marketing plan | 167 | ||
| Endnotes | 168 | ||
| 9 Planning for communications and influence | 170 | ||
| Chapter preview: Marketing at Hyundai® | 172 | ||
| The role of marketing communications and influence | 172 | ||
| Word of mouth and buzz marketing | 173 | ||
| Understanding marketing communications tools | 173 | ||
| Advertising | 173 | ||
| Sales promotion\r | 174 | ||
| Personal selling\r | 174 | ||
| Direct marketing\r | 175 | ||
| Public relations\r | 175 | ||
| Marketing in practice: Unilever® | 175 | ||
| Developing a plan for marketing communications and influence | 176 | ||
| Define the target audience | 176 | ||
| Set the objectives and the budget | 177 | ||
| Consider legal, regulatory, social and ethical issues | 178 | ||
| Plan for tools, messages and media | 178 | ||
| Plan for pre- and post-implementation analysis | 179 | ||
| Schedule, implement and evaluate the campaign | 179 | ||
| Marketing in practice: Neuromarketing and advertising | 179 | ||
| Integrated marketing communications | 180 | ||
| Planning advertising | 181 | ||
| Planning messages | 181 | ||
| Planning media | 181 | ||
| Essential checklist No. 15: Planning for media | 182 | ||
| Planning sales promotion | 182 | ||
| Planning for customer sales promotion | 183 | ||
| Marketing in practice: Birchbox® | 184 | ||
| Planning for channel and sales force sales promotion | 185 | ||
| Essential checklist No. 16: Planning for sales promotion | 186 | ||
| Planning personal selling | 186 | ||
| Planning direct marketing | 187 | ||
| Planning public relations | 188 | ||
| Defining the ‘public’ | 188 | ||
| Planning and evaluating PR activities | 189 | ||
| Chapter summary | 189 | ||
| A closer look: Marketing at Hyundai® | 190 | ||
| Apply your knowledge | 191 | ||
| Build your own marketing plan | 191 | ||
| Endnotes | 192 | ||
| 10 Planning for digital, social media and mobile marketing | 194 | ||
| Chapter preview: Marketing at Domino’s® | 196 | ||
| Planning for digital marketing | 196 | ||
| Digital advertising and ad blockers | 197 | ||
| Websites and optimisation | 198 | ||
| Content marketing | 199 | ||
| Essential checklist No. 17: Planning for content marketing | 200 | ||
| E-mail and chat marketing | 200 | ||
| Legal, ethical and regulatory issues | 201 | ||
| Planning for social media marketing | 202 | ||
| Control of conversations in social media | 203 | ||
| Marketing in practice: Responding to negative social media comments | 204 | ||
| Viral marketing | 204 | ||
| Marketing in practice: Knorr® | 205 | ||
| Planning for mobile marketing | 206 | ||
| Mobile apps and mobile payments | 206 | ||
| Marketing in practice: Starbucks® | 207 | ||
| QR Codes | 207 | ||
| Location-based mobile marketing | 208 | ||
| Privacy, security and legal issues | 209 | ||
| Chapter summary | 209 | ||
| A closer look: Marketing at Domino’s® | 210 | ||
| Apply your knowledge | 211 | ||
| Build your own marketing plan | 211 | ||
| Endnotes | 211 | ||
| 11 Supporting the marketing strategy | 216 | ||
| Chapter preview: Marketing at Metro Bank® | 218 | ||
| The role of customer service and internal marketing | 218 | ||
| Marketing applications of customer service | 219 | ||
| Customer relationships\r | 219 | ||
| Marketing plan objectives | 220 | ||
| Marketing applications of internal marketing | 220 | ||
| Planning for customer service | 221 | ||
| Determining service levels | 222 | ||
| Marketing in practice: Net-A-Porter® | 222 | ||
| Planning for good service throughout the relationship | 224 | ||
| Marketing in practice: Fairmont Hotels® | 225 | ||
| Monitoring customer perceptions of service | 226 | ||
| Planning for service recovery | 227 | ||
| Essential checklist No. 18: Planning for customer service | 228 | ||
| Planning for internal marketing | 229 | ||
| Employees and the brand | 229 | ||
| Marketing in practice: Nike® | 230 | ||
| Strategy for internal marketing | 230 | ||
| Chapter summary | 231 | ||
| A closer look: Marketing at Metro Bank® | 231 | ||
| Apply your knowledge | 232 | ||
| Build your own marketing plan | 233 | ||
| Endnotes | 233 | ||
| 12 Planning for implementation, metrics and control | 236 | ||
| Chapter preview: Marketing at McDonald’s | 238 | ||
| Tools for evaluating implementation | 238 | ||
| Measuring progress with metrics | 240 | ||
| Selecting metrics | 241 | ||
| Applying metrics | 242 | ||
| Marketing in practice: Barclays Bank® | 242 | ||
| Essential checklist No. 19: Planning metrics | 243 | ||
| Forecasting and the planning process | 244 | ||
| Types of forecasts | 244 | ||
| Market and segment sales forecasts | 245 | ||
| Marketing in practice: Airbus® | 245 | ||
| Company and product sales forecasts | 246 | ||
| Costs of sales forecasts | 246 | ||
| Channel forecasts\r | 246 | ||
| Forecasting approaches and data sources | 247 | ||
| Preparing budgets and schedules | 248 | ||
| Budgeting methods | 248 | ||
| Budgets within budgets | 249 | ||
| Planning schedules for implementation | 250 | ||
| Marketing in practice: BMW® | 250 | ||
| Planning for marketing control | 251 | ||
| The marketing control process | 252 | ||
| Actions based on marketing control | 252 | ||
| Levels of marketing control | 253 | ||
| Types of marketing control | 254 | ||
| Essential checklist No. 20: Evaluating implementation | 255 | ||
| Contingency plans and scenario planning | 255 | ||
| Chapter summary | 257 | ||
| A closer look: Marketing at McDonald’s | 257 | ||
| Apply your knowledge | 258 | ||
| Build your own marketing plan | 259 | ||
| Endnotes | 259 | ||
| Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier | 262 | ||
| Glossary | 283 | ||
| Index | 29 |