Format:
1 online resource (328 pages)
Edition:
1st ed.
ISBN:
9780789017697
,
9781135186647
Content:
This essential book shows you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplinesadvertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, positioning, legal issues, and more. 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
Note:
Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- About the Author -- Preface -- Acknowledgments -- Introduction -- Part A: The Strategy Selection Process -- Chapter 1. Defining Your Business Strategy -- Case Example 1: Another Perspective -- Case Example 2: Providing Value and Reducing Costs -- Chapter 2. Assessing Focal Points -- Types of Marketing Research -- Market Research -- Product or Service Research -- Consumer Research -- Competitive Research -- Environmental Research -- Marketing Research Techniques -- Surveys -- Questionnaires -- Focus Groups -- Five Essential Marketing Intelligence Tools -- Marketing Research Presentation Tools -- Pyramids -- Circles -- Linear Diagrams -- Boxes/Rectangles -- Grids -- Case Example 1: Looking Within -- Case Example 2: Mailing Less and Making More -- Key Terms -- Chapter 3. Selecting Strategies -- Positioning Strategies -- Ten Positioning Options -- Brand Strategies -- Marketing Strategies -- Case Example 1: Positioning to Perfection -- Case Example 2: Speed, Reliability, and Convenience -- Key Terms -- Part B: Selecting Weaponry -- Chapter 4. Advertising -- Advertising Guidelines -- Know Your Product or Service -- Advertise As Part of the Total Marketing Strategy -- Develop a Proposition -- Create a Platform -- Be Realistic About the Level of Expectation -- Review for Customer Needs -- The Six-Step Advertising Process -- Step 1: Identify Your Purpose -- Step 2: Target Your Audience -- Step 3: Select a Medium -- Step 4: Create the Ad -- Step 5: Place and Time the Ad -- Step 6: Fulfill Expectations -- Do It Yourself or Select an Agency? -- Selecting an Agency -- Trade-Outs, Barter, and Co-Oping -- Advertising Types and Themes -- Reputation Builders -- Product/Service Touters -- Brand Identifiers -- Offers -- Human Scenarios -- Benefit -- Series -- Line Art and Silhouettes
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Goals and Objectives -- Sample Goals and Objectives -- Driving Forces -- Sample Driving Forces -- Driving Force #1-Perception -- Driving Force #2-Pricing -- Driving Force #3-New Product Development -- Strategies and Tactics -- Sample Strategies and Tactics -- Supporting Strategies -- Tactics -- Supporting Strategies -- Tactics -- Supporting Strategies -- Tactics -- Program Plans -- Recommendations -- Sample Recommendations -- The Vision -- Sample Vision Statement -- Slogans -- Sample Slogans -- Issues -- Sample Issues -- Measurements and Results -- Sample Key Measurements and Results -- Budget -- Sample Strategic Marketing Plan Budget Overview -- The Appendix -- Sample Appendix Table of Contents -- Chapter 19. The Complete Marketing Audit -- Appendix 1. Work Forms -- Appendix 2. Marketing Intelligence Information Sources -- Appendix 3. Marketing-Related Associations -- Notes -- Glossary -- Additional Key Terms -- Bibliography -- Index
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Key 6: After the Sale -- Selling Strategies -- Telephone Sales -- Interdepartmental Communications -- Measuring and Rewarding -- Measuring -- Rewarding Performance -- Sales Checklist -- Case Example 1: The Tale of the Two Inns -- Case Example 2: The Worthwhile Investment -- Key Terms -- Chapter 14. Customer Service -- Customer Service Strategies -- Step 1: Recognition -- Step 2: Identification of Problems -- Step 3: Plan of Action -- Step 4: Reallocation of Resources -- Step 5: Prioritization of Execution -- Step 6: Training of Personnel -- Step 7: Recruiting the Right Personnel -- Step 8: Communications -- Step 9: Follow-up -- Step 10: Begin Again -- Recap of the Ten Steps to Service Success -- Strategies and Tactics for Customer Service Success -- Customer Service Checklist -- Case Example 1: Really Tailored Customer Service -- Case Example 2: A Total Customer Mentality -- Key Terms -- Chapter 15. Crisis Management -- Part 1: Mission/Approach -- Part 2: History and Potential Crisis -- Part 3: Strategy/First Steps -- Part 4: Strategy/Audiences -- Part 5: Strategy/Media -- Part 6: Walk-Through -- Part 7: Evaluation -- Five Key Steps in Crisis Management -- Crisis Management Checklist -- Case Example 1: What Not to Do -- Case Example 2: The Unbreakable That Wasn't -- Key Terms -- Chapter 16. Marketing and the Law -- Key Terms -- Chapter 17. Marketing Budget -- Preparation Methods -- Presentation Components -- Marketing Budget Checklist -- Key Terms -- Part C: The Marketing Plan and the Marketing Audit -- Chapter 18. The Strategic Marketing Plan -- The Preface -- Sample Preface -- Executive Summary -- Sample Executive Summary -- Competitive and Environmental Assessment -- Sample Competitive and Environmental Assessment -- Strengths -- Weaknesses -- Opportunities -- Threat -- Summary/Assessment -- The Mission Statement -- Sample Mission Statement
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Knowing When to Mail -- Knowing When to Stop Mailing -- Timely Fulfillment -- Strategic Marketing Applications -- Database Checklist -- Case Example 1: The Check Is in the Mail -- Case Example 2: By Invitation Only -- Key Terms -- Chapter 9. Electronic Marketing -- Internet Uses -- Electronic Marketing Checklist -- Case Example 1: Making It Work for Everyone -- Case Example 2: Major Mistakes -- Key Terms -- Chapter 10. Packaging -- Benefits of Packaging -- Packaging Checklist -- Case Example 1: Being Different -- Case Example 2: Riding a Wave and Right Name/Right Color -- Key Terms -- Chapter 11. Branding -- Brand Strategy -- Brand Equity -- Brand Loyalty -- Brand Awareness -- Perceived Quality -- Brand Associations -- The Measurement of Brand Associations -- Selecting, Creating, and Maintaining Associations -- Brand Name and Symbols -- Brand Extensions -- Revitalizing Brands -- New Brand -- Checklist for Branding -- Case Example 1: The Character of a Brand -- Case Example 2: Name Compatibility -- Key Terms -- Chapter 12. Pricing -- Pricing Techniques -- Technique 1: Offering a Price Range -- Technique 2: Selling Up -- Technique 3: Selling Down -- Technique 4: Value Added -- Technique 5: Pay Later -- Technique 6: Up Front -- Technique 7: Inflation Rate Plus Pricing -- Technique 8: Segmentation Pricing -- Pricing Checklist -- Case Example 1: Winning with the Same Price -- Case Example 2: Paying Later Adds Value and Moves Product -- Key Terms -- Chapter 13. Sales -- Changing Strategy -- Evolution of Sales Strategy -- Personal Sales -- Key 1: Thorough Knowledge of Your Product or Service -- Key 2: Thorough Knowledge of Your Client's Needs -- Key 3: Thorough Knowledge of Your Sales Image -- Knowledge Acquisition -- Sales Image -- Sales Presentations -- Key 1: Preplanning -- Key 2: Approach -- Key 3: Presentation -- Key 4: Negotiation -- Key 5: Closing
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Trade -- Market Coverage -- Nationwide Campaigns -- Major Markets -- Regional Markets -- Population Markets -- Viewer/Reader/Listener/Subscriber Market Areas -- Feeder Markets -- Cities -- Media Selection -- Media Strategies -- Media Scheduling -- Media Measurement and Terminology -- Summary -- Advertising Audit/Checklist -- Media Plan Checklist -- Case Example 1: Extreme Target Market Execution -- Case Example 2: Icon Power -- Key Terms -- Chapter 5. Public Relations -- What Public Relations Is -- Public Relations Opportunities -- How Public Relations Can Be Applied -- Delivery Package Requirements -- Dealing with the Press -- Recognition Factors -- Tools of Public Relations -- Internal Public Relations -- How Can Public Relations Be Measured? -- Public Relations Checklist -- Publications and Trade Media -- Case Example 1: Sources and Experts -- Case Example 2: The Power of the Survey and Award -- Key Terms -- Chapter 6. Promotions -- Keys to Successful Promotions -- Types of Promotions -- Methods for Executing Promotions -- Internal Promotions -- Cost/Payback -- Promotions Checklist -- Promotions-Types/Tools -- Case Example 1: More Than a Promotion -- Case Example 2: Left Brain/Right Brain -- Key Terms -- Chapter 7. Merchandising -- Types of Merchandising -- Merchandising Your Employees -- Employee-of-the-Month Programs -- Employee-Interest Promotions -- Employee Community Service Recognition -- Merchandising Checklist -- Merchandising Tools -- Case Example 1: Accessories and Gifts -- Case Example 2: Color Themes -- Case Example 3: Psychological Merchandising -- Key Terms -- Chapter 8. Database Marketing -- Database Systems -- Technology -- Accurate Information -- Prioritization -- Group Priorities for Direct Mail -- Keys to Successful Database Marketing -- Sales Through Direct Mail -- Keys to Direct Mail -- Good Lists -- The Direct-Mail Piece
Additional Edition:
Print version Stevens, Robert E. Marketing Your Business Oxford : Taylor & Francis Group,c2003 ISBN 9780789017697
Language:
English
Keywords:
Electronic books
URL:
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