Analysis for marketing planning / Donald R. Lehmann, Russell S. Winer.

Format:

Book

Author/Creator:

Lehmann, Donald R.

Contributor:

Winer, Russell S.

Anne and Joseph Trachtman Memorial Book Fund.

Language:

English

Subjects (All):

Marketing--United States--Management.

Marketing.

United States.

Management.

Physical Description:

xii, 299 pages : illustrations ; 24 cm

Edition:

Seventh edition.

Place of Publication:

Boston : McGraw-Hill Irwin, [2008]

Summary:

Lauded as a hands-on resource, Analysis for Marketing Planning shows students how to make decisions based on sound research. This unique text focuses on the analysis needed for useful marketing decisions and is structured around the core marketing document-the marketing plan. With the proven authorship of Donald R. Lehmann and Russell S. Winer, this textbook will give students a valuable hands-on resource as they enter the professional arena.

Contents:

Chapter 1 Marketing Planning 1

Definition and Objectives of Plans 1

Frequent Mistakes in the Planning Process 5

What Makes a Good Planning System: Some Empirical Results 9

Is Planning Worthwhile? 9

The Planning Process 10

Approaches to Planning 10

Steps in the Planning Process 10

Components of the Marketing Plan 13

The Executive Summary 13

Situation Analysis 14

Marketing Objectives/Strategy 15

Supporting Marketing Programs 15

The Rest of the Plan 15

Two Case Studies 19

Specialty Coffee Retailing (ca. 2006/2007) 19

MP3 Cell Phones (ca. 2006/2007) 21

Chapter 2 Defining the Competitive Set 29

Levels of Market Competition 33

Overlapping Market Segments 38

The Impact of Metamediaries 39

Product Strategy Implications 40

Methods for Determining Competitors 44

Managerial Judgment 45

Customer-Based Measures 47

Competitor Selection 54

Enterprise Competition 56

Chapter 3 Industry Analysis 62

Aggregate Market Factors 64

Category Size 64

Market Growth 64

Product Life Cycle 65

Sales Cyclicity 66

Seasonality 67

Profits 67

Category Factors 67

Threat of New Entrants 68

Bargaining Power of Buyers 71

Bargaining Power of Suppliers 72

Category Rivalry 73

Pressure from Substitutes 74

Capacity 75

Environmental Analysis 75

Technological Factors 76

Political Factors 78

Economic Factors 79

Regulatory Factors 80

Social Factors 80

Retail Coffee 85

MP3 Phones 87

Chapter 4 Competitor Analysis 90

Secondary Sources of Information 96

Primary Sources of Information 102

Ethically Questionable Sources 106

Analyzing Product Features 108

Assessing Competitors' Current Objectives 109

Determination of Competitor Objectives 109

Assessing Competitors' Current Strategies 112

Marketing Strategy 112

Comparing Value Chains 113

Marketing Mix 114

How to Assess Competitors' Strategies 115

Technology Strategy 118

Differential Advantage Analysis 120

Ability to Conceive and Design 122

Ability to Produce 122

Ability to Market 122

Ability to Finance 122

Ability to Manage 122

What to Do with the Information 123

Assessing a Competitor's Will 123

Predicting Future Strategies 125

Retail Coffee 129

MP3 Cell Phones 132

Chapter 5 Customer Analysis 137

What We Need to Know About Customers 138

Who Buys and Uses the Product 138

What Customers Buy and How They Use It 145

Where Customers Buy 148

When Customers Buy 148

How Customers Choose 149

Customers as Problem Solvers 155

Why They Prefer a Product 155

The Special Case of New Products 159

Manifestations of Customer Value 161

How They Respond to Marketing Programs 164

Will They Buy It (Again)? 165

What Are They Worth? 166

Segmentation 170

Desirable Criteria for Segments 171

Methods for Market Segmentation 172

U.S. Cell Phone Customers 190

MP3 Players 191

Retail Coffee 192

Appendix 5A Economic Value to the Customer (EVC) 199

Appendix 5B Latent Class Methods 202

Chapter 6 Market Potential and Sales Forecasting 204

Market Potential 206

What Potential Estimates Are Used For 206

Information Sources 207

New or Growing Product Potential 209

Mature Product Potential 211

Methods of Estimating Market and Sales Potential 211

Area Potential 214

Sales Potential 215

Sales Forecasting 215

Level of Accuracy Needed 218

Judgment-Based Methods 218

Customer-Based Methods 223

Sales Extrapolation Methods 224

Model-Based Methods 228

What Methods Are Used? 230

Using Regression Models for Forecasting 231

Developing Regression Models 232

Recognizing Uncertainty 238

Nonlinear Relations 239

Share Forecasts 240

Forecasting Really New Products 241

Retail Coffee 242

PDA Sales 244

Using Forecasts 245

Combining Forecasts 245

Gaining Agreement 246

Why Not Just Go to the Web? 247

Appendix 6A Time Series Regression with Seasonal Factors 249

Chapter 7 Developing Marketing Strategy 253

Benefits of Strategy 254

Elements of Strategy 255

Setting Objectives 256

Selection of Strategic Alternatives 259

Increasing Sales/Market Share 260

Increasing Profitability 262

Positioning 264

Choice of Customer Targets 264

Choice of Competitor Targets 265

Core Strategy 266

Brand Strategy 272

Brand Building 273

Brand Leveraging 278

Measuring Brand Value 279

Customer Strategy 282

Marketing Strategy over the Life Cycle 283

Introduction Strategies 283

Growth Strategies 284

Maturity Strategies 286

Strategies for the Decline Stage 287

Retail Coffee: Peet's 288

MP3 Cell Phones: Sony Ericsson Walkman 288.

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Anne and Joseph Trachtman Memorial Book Fund.

ISBN:

9780073529844

0073529842

OCLC:

173509457

Online:

Publisher description