Analysis for marketing planning:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Burr Ridge, Ill.
Irwin
1994
|
| Ausgabe: | 3. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007007715&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | X, 198 S. |
| ISBN: | 0256122768 |
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Datensatz im Suchindex
| _version_ | 1819368887316119552 |
|---|---|
| adam_text | CONT
1. OVERVIEW 1
Overview 1
Definition and Objectives
of Plans 1
Issues in the Planning
Process 5
The Planning Process 7
Approaches to Planning 7
Steps in the Planning Process
8
Components of the Marketing
Plan 10
The Executive Summary 11
Situation Analysis 11
The Marketing Strategy
Section 12
The Rest of the Plan 13
Summary 13
Appendix: Marketing Plan
Outline 14
References 17
2. DEFINING THE
COMPETITIVE SET 18
Overview 18
Levels of Market Competition
21
viii
ENTS
Methods for Determining
Competitors 26
Managerial Judgment 27
Customer Purchase Based
Measures 28
Customer Judgment Based
Measures 31
Summary 33
Competitor Selection 35
Enterprise Competition 36
Summary 37
References 38
3. INDUSTRY ANALYSIS 35
Overview 39
Aggregate Market
Eactors 41
Size 41
Growth 42
Life Cycle Stage 42
Cyclicity 42
Seasonality 43
Marketing Mix 43
Profits 43
Performance Ratios 44
Competitive Factors 44
Concentration 44
Power of Buyers 45
Power of Suppliers 46
Rivalry 46
Pressure from Substitutes
47
Capacity Utilization 47
Ease of Entries and
Exits 48
Environmental Factors 50
Technological 50
Economic 51
Social 52
Political 52
Regulatory 54
Summary 54
Data Collection 54
Example 55
Summary 58
References 58
4. COMPETITOR ANALYSIS
60
Overview 60
Assessing the Competitors
Current Objectives 63
Determining Competitor
Objectives 63
Assessing the Competitors
Current Strategies 65
Marketing Strategy 65
How to Assess Competitors
Strategies 68
Technological Strategy 70
Management Processes 72
Assessing Competitors
Capabilities 73
What to Collect 73
Ability to Conceive and
Design 73
Ability to Produce 73
Ability to Market 74
Ability to Finance 74
Ability to Manage 74
Contents ix
Where to Find the
Information 74
What to Do with the
Information 78
Assessing a Competitor s
Will 81
Predicting Future Strategies
83
Summary 87
References 87
5. CUSTOMER ANALYSIS 89
Overview 89
What We Need to Know about
Customers 90
Who Buys and Uses the
Product 90
What They Buy 94
Where They Buy 96
When They Buy 97
How They Choose 97
Why They Prefer a Product:
Customer Value 99
Will They Buy It (again)?
108
Sensitivity to Elements of
the Marketing Mix 109
Segmentation 110
Selecting a Basis for
Segmentation 110
Methods for Deriving
Segments 111
Summary 777
Appendix: Latent Class
Methods 720
References 121
6. MARKET POTENTIAL AND
FORECASTING 124
Overview 124
Definitions 124
Why They Are Used 725
x Contents
What Must Be Forecast 127
Level of Accuracy Needed
129
Estimating Market and Sales j
Potential: Basics 130
Secondary Sources 130
Primary Data/Surveys 131
Assessing the Value of a New
or Growing Product: Initial
Purchase 131
Mature Product Potentials
133
Estimating Market and Sales
Potential: Methods 133
Pattern Extrapolation 133
Analysis Based 135
Area Potential 136
Sales Forecasting Methods
139
Qualitative 141
Extrapolation: Qualitative
143
Extrapolation: Quantitative
145
Epidemic Models 148
Regression Models 149
Example: The Year 2000 155
Presentation of Forecasts 158
Forecasting Methods 158
Combining Forecasts 161
Gaining Agreement 161
Planning Assumptions 162
Summary 163
Appendix 6A: Time Series
Regression with Seasonal
Factors 164
Appendix 6B: Epidemic
Models of Initial Sales 167
References 170
. ANALYSIS AND STRATEGY
172
Overview 172
Elements of Product Strategy
172
Setting Objectives 173
Functions of a Strategy 179
Help to Achieve Coordination
179
Define How to Allocate
Resources 180
Show How to Lead to a
Superior Market Position
180
Selection of Strategic
Alternatives 181
Increasing Sales/Market
Share 183
Increasing Profitability 184
Summary 184
Choice of Customer Targets
185
Choice of Competitor Targets
186
The Core Strategy 186
Cost/Price Strategy 187
Nonprice Strategy 187
Example 191
Summary 192
A Final Note 193
References 194
INDEX 195
|
| any_adam_object | 1 |
| author | Lehmann, Donald R. 1944- Winer, Russell S. 1951- |
| author_GND | (DE-588)135641780 (DE-588)138781354 |
| author_facet | Lehmann, Donald R. 1944- Winer, Russell S. 1951- |
| author_role | aut aut |
| author_sort | Lehmann, Donald R. 1944- |
| author_variant | d r l dr drl r s w rs rsw |
| building | Verbundindex |
| bvnumber | BV010513887 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)27897075 (DE-599)BVBBV010513887 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| indexdate | 2024-12-20T09:55:49Z |
| institution | BVB |
| isbn | 0256122768 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007007715 |
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| physical | X, 198 S. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Irwin |
| record_format | marc |
| spellingShingle | Lehmann, Donald R. 1944- Winer, Russell S. 1951- Analysis for marketing planning Marketing gtt Marketing United States Management Marketingstrategie (DE-588)4120697-6 gnd Marktanalyse (DE-588)4037624-2 gnd Planung (DE-588)4046235-3 gnd Konkurrenzanalyse (DE-588)4165039-6 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Analysis for marketing planning |
| title_auth | Analysis for marketing planning |
| title_exact_search | Analysis for marketing planning |
| title_full | Analysis for marketing planning Donald R. Lehmann ; Russell S. Winer |
| title_fullStr | Analysis for marketing planning Donald R. Lehmann ; Russell S. Winer |
| title_full_unstemmed | Analysis for marketing planning Donald R. Lehmann ; Russell S. Winer |
| title_short | Analysis for marketing planning |
| title_sort | analysis for marketing planning |
| topic | Marketing gtt Marketing United States Management Marketingstrategie (DE-588)4120697-6 gnd Marktanalyse (DE-588)4037624-2 gnd Planung (DE-588)4046235-3 gnd Konkurrenzanalyse (DE-588)4165039-6 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketing United States Management Marketingstrategie Marktanalyse Planung Konkurrenzanalyse Management USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007007715&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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