Efnisyfirlit

• Brief Contents
• Contents
• Preface
• About the author
• Acknowledgements
• 1 Introduction to marketing planning
  • Chapter preview: Marketing at Primark®
  • The role of marketing planning
    • The benefits of marketing planning
      • Marketing in practice: Red Nose Day®
    • The dynamic marketing plan
  • The process of marketing planning
    • Stage 1: Analyse the current situation
    • Stage 2: Research and analyse markets and customers
  • Essential checklist No. 1: Situational analysis
    • Stage 3: Determine segmentation, targeting and positioning
    • Stage 4: Set marketing plan direction and objectives
    • Stage 5: Plan strategies, programmes and support
      • Product and branding
      • Marketing in practice: Nestlé KitKat®
      • Price
      • Channel and logistics
      • Marketing communications and influence
      • Marketing support
    • Stage 6: Plan to measure progress and performance
    • Stage 7: Implement, control and evaluate the plan
    • Documenting a marketing plan
  • Internal audit: The starting point for planning
    • Three levels of planning for strategy
    • Marketing and the mission statement
      • Marketing in practice: Walmart®
  • Essential checklist No. 2: The mission statement
  • Chapter summary
  • A closer look: Marketing at Primark®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 2 Analysing the current situation
  • Chapter preview: Marketing at Loreal
  • Environmental scanning and analysis
    • Internal audit: identifying strengths and weaknesses
    • External audit: identifying opportunities and threats
    • SWOT analysis
      • Marketing in practice: Experian®
  • Analysing the internal environment
    • Organisational resources and capabilities
    • Current offerings
    • Previous performance
      • Marketing in practice: Coles®
    • Business relationships
    • Key issues
  • Essential checklist No. 3: The internal environment
  • Analysing the external environment
    • Political factors
    • Economic factors
    • Social, cultural and ethical factors
    • Technological factors
    • Legal factors
    • Ecological factors
    • Competitive factors
      • Marketing in practice: Michelin®
  • Essential checklist No. 4: The external environment
  • Chapter summary
  • A closer look: Marketing at Loreal
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 3 Analysing customers and markets
  • Chapter preview: Marketing at Ryanair®
  • Analysing consumer and business markets
    • Market definition
    • Market changes
    • Market share
      • Marketing in practice: Specsavers®
  • Analysing customers in consumer markets
    • Characteristics and needs
    • Cultural elements
    • Social connections and opinion leaders
    • Personal elements
      • Marketing in practice: Nappies in China
  • Essential checklist No. 5: Analysing customers in consumer markets
  • Analysing customers in business markets
    • Characteristics and needs
    • Organisational and environmental considerations
    • Internal and external relationships
      • Marketing in practice: Samsung® Electronics
  • Essential checklist No. 6: Analysing customers in business markets
  • Researching markets and customers
    • Primary and secondary research data
    • Conducting marketing research
  • Chapter summary
  • A closer look: Marketing at Ryanair®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 4 Segmenting, targeting and positioning
  • Chapter preview: Marketing at Nike®
  • Benefits of segmentation, targeting and positioning
  • The market segmentation process
    • Choose the market
    • Apply segmentation variables in consumer markets
      • Marketing in practice: Whitbread’s Premier Inn®
    • Apply segmentation variables in business markets
      • Marketing in practice: BASF®
    • Evaluate and select segments for targeting
  • Essential checklist No. 7: Evaluating market segments
  • The targeting process
    • Undifferentiated marketing
    • Differentiated marketing
      • Marketing in practice: BMW® Group
    • Concentrated marketing
    • Individualised marketing
    • Segment personas
  • The positioning process
    • Deciding on differentiation
    • Applying positioning
  • Essential checklist No. 8: Planning for positioning
  • Chapter summary
  • A closer look: Marketing at Nike®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 5 Planning direction and objectives
  • Chapter preview: Marketing at Lego® Group
  • Marketing plan direction
    • Growth strategies
    • Non-growth strategies
  • Marketing plan objectives
    • Types of objectives
    • Financial objectives
    • Marketing objectives
      • Marketing in practice: Danone®
    • Societal objectives
      • Marketing in practice: Bring back the bees
    • Characteristics of effective objectives
      • Marketing in practice: Hyundai®
  • Essential checklist No. 9: Evaluating objectives
  • From objectives to marketing-mix decisions
  • Chapter summary
  • A closer look: Marketing at Lego® Group
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 6 Planning for products and brands
  • Chapter preview: Marketing at Reckitt Benckiser®
  • Planning for products
    • Product-mix and product-line decisions
    • Cannibalisation
      • Marketing in practice: Competition and cannibalisation
    • Limited-time and limited-edition products
    • Product life-cycle decisions
    • New product development decisions
      • Marketing in practice: Tesla Motors®
    • Product attribute decisions
      • Quality and performance decisions
      • Feature and benefit decisions
      • Design decisions
      • Packaging and labelling decisions
  • Essential checklist No. 10: Planning for products
  • Planning for brands
    • Brand identity
      • Marketing in practice: Private brands
    • Brand meaning
    • Brand response
    • Brand relationship
    • Rebranding
  • Essential checklist No. 11: Planning for brands
  • Chapter summary
  • A closer look: Marketing at Reckitt Benckiser®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 7 Planning for pricing
  • Chapter preview: Marketing at IKEA®
  • Understanding price and value
    • Perceptions of value
      • Marketing in practice: LVMH®
    • Pricing based on value
  • Analysing influences on pricing decisions
    • Internal influences
      • Organisational and marketing plan objectives
      • Costs
      • Targeting and positioning
      • Marketing in practice: Poundland®
      • Product decisions and life cycle
      • Marketing-mix decisions
  • Essential checklist No. 12: Pricing through the product life cycle
    • External influences
      • Customers
      • Market and demand
      • Marketing in practice: Walt Disney®
      • Competition
      • Channel members
      • Legal, regulatory, ethical and sustainability considerations
  • Making pricing decisions
    • Setting pricing objectives
    • Pricing new products
    • Pricing multiple products
    • Adapting prices
    • Planning for prices to vary
  • Chapter summary
  • A closer look: Marketing at IKEA®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 8 Planning for channels and logistics
  • Chapter preview: Marketing at Burberry®
  • Analysing the value chain
    • The value chain for services
    • Flows and responsibilities in the value chain
    • Reverse channels
  • Planning for channels
    • Marketing in practice: Uniqlo®
    • Channel length decisions
      • Marketing in practice: Amazon.com
    • Channel member decisions
    • Retail trends
      • Marketing in practice: Pop-up shops
  • Essential checklist No. 13: Planning for marketing channels
  • Planning for logistics
    • Inventory decisions
    • Storage decisions
    • Transportation decisions
    • Order processing and fulfilment decisions
  • Essential checklist No. 14: Planning for logistics
  • Chapter summary
  • A closer look: Marketing at Burberry®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 9 Planning for communications and influence
  • Chapter preview: Marketing at Hyundai®
  • The role of marketing communications and influence
    • Word of mouth and buzz marketing
    • Understanding marketing communications tools
      • Advertising
      • Sales promotion
      • Personal selling
      • Direct marketing
      • Public relations
      • Marketing in practice: Unilever®
  • Developing a plan for marketing communications and influence
    • Define the target audience
    • Set the objectives and the budget
    • Consider legal, regulatory, social and ethical issues
    • Plan for tools, messages and media
    • Plan for pre- and post-implementation analysis
    • Schedule, implement and evaluate the campaign
      • Marketing in practice: Neuromarketing and advertising
    • Integrated marketing communications
  • Planning advertising
    • Planning messages
    • Planning media
  • Essential checklist No. 15: Planning for media
  • Planning sales promotion
    • Planning for customer sales promotion
      • Marketing in practice: Birchbox®
    • Planning for channel and sales force sales promotion
  • Essential checklist No. 16: Planning for sales promotion
  • Planning personal selling
  • Planning direct marketing
  • Planning public relations
    • Defining the ‘public’
    • Planning and evaluating PR activities
  • Chapter summary
  • A closer look: Marketing at Hyundai®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 10 Planning for digital, social media and mobile marketing
  • Chapter preview: Marketing at Domino’s®
  • Planning for digital marketing
    • Digital advertising and ad blockers
    • Websites and optimisation
    • Content marketing
  • Essential checklist No. 17: Planning for content marketing
    • E-mail and chat marketing
    • Legal, ethical and regulatory issues
  • Planning for social media marketing
    • Control of conversations in social media
      • Marketing in practice: Responding to negative social media comments
    • Viral marketing
      • Marketing in practice: Knorr®
  • Planning for mobile marketing
    • Mobile apps and mobile payments
      • Marketing in practice: Starbucks®
    • QR Codes
    • Location-based mobile marketing
    • Privacy, security and legal issues
  • Chapter summary
  • A closer look: Marketing at Domino’s®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 11 Supporting the marketing strategy
  • Chapter preview: Marketing at Metro Bank®
  • The role of customer service and internal marketing
    • Marketing applications of customer service
      • Customer relationships
      • Marketing plan objectives
    • Marketing applications of internal marketing
  • Planning for customer service
    • Determining service levels
      • Marketing in practice: Net-A-Porter®
    • Planning for good service throughout the relationship
      • Marketing in practice: Fairmont Hotels®
    • Monitoring customer perceptions of service
    • Planning for service recovery
  • Essential checklist No. 18: Planning for customer service
  • Planning for internal marketing
    • Employees and the brand
      • Marketing in practice: Nike®
    • Strategy for internal marketing
  • Chapter summary
  • A closer look: Marketing at Metro Bank®
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• 12 Planning for implementation, metrics and control
  • Chapter preview: Marketing at McDonald’s
  • Tools for evaluating implementation
  • Measuring progress with metrics
    • Selecting metrics
    • Applying metrics
      • Marketing in practice: Barclays Bank®
  • Essential checklist No. 19: Planning metrics
  • Forecasting and the planning process
    • Types of forecasts
      • Market and segment sales forecasts
      • Marketing in practice: Airbus®
      • Company and product sales forecasts
      • Costs of sales forecasts
      • Channel forecasts
    • Forecasting approaches and data sources
  • Preparing budgets and schedules
    • Budgeting methods
    • Budgets within budgets
    • Planning schedules for implementation
      • Marketing in practice: BMW®
  • Planning for marketing control
    • The marketing control process
    • Actions based on marketing control
    • Levels of marketing control
    • Types of marketing control
  • Essential checklist No. 20: Evaluating implementation
  • Contingency plans and scenario planning
  • Chapter summary
  • A closer look: Marketing at McDonald’s
  • Apply your knowledge
  • Build your own marketing plan
  • Endnotes
• Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier
• Glossary
• Index

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