Marketing planning in a total quality environment:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York ; London
Routledge
1921
|
| Series: | Haworth marketing resources
|
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018448325&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | xvii, 464 Seiten Illustrationen |
| ISBN: | 9781560249382 9781138980495 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing planning in a total quality environment |c Robert E. Linneman (PhD), John L. Stanton, Jr. (PhD) |
| 264 | 1 | |a New York ; London |b Routledge |c 1921 | |
| 300 | |a xvii, 464 Seiten |b Illustrationen | ||
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Record in the Search Index
| _version_ | 1819305253046059008 |
|---|---|
| adam_text | CONTENTS
Preface xi
Acknowledgements xvii
SECTION I: INTRODUCTION
The Need to Build Total Quality into Your
Marketing Plan 5
Quality Defined 6
Building Total Quality into Your Marketing Plan
(An Overview) 9
So What s Different About Total Quality? (For Those
of You Who Didn t Read the Preface) 14
Warning 15
Points Learned 18
Looking Ahead 18
The Need for a Formal Marketing Plan 21
Will Formal, Systemized Marketing Pay Off for You? 21
Gain Formal, Systemized Marketing Through a Written
Annual Marketing Plan 23
Will a Written Plan Guarantee Success? 25
Points Learned 26
Looking Ahead 26
Involvement: The Key to Successful Total Quality
Planning 29
Points Learned 30
Looking Ahead 30
How to Make the Plan a Living Document 33
Keep Your Marketing Plans Short 33
Build Your Control Mechanisms into Your Plans 34
Points Learned 34
Looking Ahead 34
The Ideal Method 37
Is the Marketing Planning Process Presented
in this Book Ideal ? 37
Your Unique Company 38
Planning Forms 39
Points Learned 41
The Micron Case 45
Micron, Inc. 45
The Situation at the End of 1992 45
The Role of the Marketing Plan in the Business Plan 53
How the Marketing Plan Ties in with the Business Plan 53
How the Marketing Plan Ties in with the Diversified
Company s Planning Process 58
What Is Marketing s Role at the Corporate Level? 61
Points Learned 61
Looking Ahead 61
The Marketing Planning Process: An Overview 65
Six Planning Questions 65
Points Learned 72
Looking Ahead 72
SECTION II: THE EIGHT PLANNING STEPS
Step 1. SWOTs: Present 77
Gain an Overall Perspective
by Historical Analysis of Total Sales, Expenses
and Profits, and of Sales and Profits
by Products/Services 77
Business-Unit Analysis 77
Product/Service Analysis 80
Points Learned 87
Looking Ahead 87
Step 2. SWOTs: Present (conL) 91
To Help Decide Where to Concentrate Planning Efforts,
List Target Markets Currently Served with Present
Products/Services and Analyze by Sales and Profits 91
The Process 91
Points Learned 92
Looking Ahead 93
Overcoming Concerns 93
Step 3. SWOTs: Present (cont) 99
Develop Performance Profiles for Each Product/
Service-Target Market 99
Common Problems in Analyzing the Present 99
Developing Performance Profiles 101
Practical Guidelines for Conducting the SWOTS:
Present 134
Critical Review by an Outsider 143
Making SWOTS: Present Work in a Total Quality
Environment 145
Points Learned 146
Looking Ahead 148
Step 4. SWOTs: Future 151
For Each Product/Service-Target Market, Forecast Market
Environment, Target Market s Demand, and Your
Sales and Profits (Assuming You Continue Your Present
Strategy) 151
The Problem 151
The Time Horizon 152
The Necessity for Forecasting Environmental Changes 156
Forecasting in a Total Quality Environment 157
Finding Time for Forecasting 161
Forecasts for Your Sales, Cost of Goods Sold, Expenses,
and Profits (Under a No-Change Strategy
on Your Part) 161
Forecasts with Less-Than-Complete Information 171
Gaining Acceptance of Forecasts 179
Points Learned 182
Looking Ahead 183
Step 5. Gap Analysis 187
Gap Analysis Defined 187
Why Gap Analysis ? 187
Gap Analysis: The Process 187
Guidelines for Setting Performance Goals 189
Points Learned 199
Looking Ahead 200
Step 6. Examination of Strategic Options
and Strategy Selection 203
Question 1. Are You Considering the Right Market
Segment(s)? 205
Question 2. Are You Capitalizing on Opportunities
for Product/Service Differentiation
and/or Reduced Costs? 233
Question 3. Are You Optimizing Competitive Advantages
(While Minimizing Competitive Restraints)? 237
Strategy Formulation in a Total Quality Environment 260
Points Learned 266
Looking Ahead 267
Step 7. Strategy Documentation and Evaluation 271
Strategy Documentation/Evaluation for Single Product/
Service-Target Market 271
Strategy Documentation/Evaluation for Multiple
Products/Services-Target Markets 288
Major Change Analysis: Strategic Activities, Expenses,
and Revenues 298
Management Review 306
Points Learned 307
Looking Ahead 308
Step 8. Fleshing Out, Documenting, and Formatting
the Annual Marketing Plan 311
Introduction 311
Involving Others While Developing a Total Quality Annual
Marketing Plan 312
The Step-by-Step Procedure 314
Departmental Planning 331
Formatting the Plan 333
Adapting Formats to Meet Management s Needs 335
Points Learned 345
SECTION III: RETROSPECT AND EXPECTATION
A Look Back and a Look Ahead 349
A Look Back 349
A Look Ahead 351
SECTION IV: APPENDIXES
Appendix A 355
Section 1: Forecasting Techniques 355
Section 2: Forecasting Rules of Thumb 375
Appendix B 385
How to Adjust Financial Statements for Inflation 385
Appendix C 389
Fact Book 389
Appendix D 417
Product/Service-Target Market Plan 417
Appendix E 427
Summary Marketing Plan 427
Notes 437
Index 445
|
| any_adam_object | 1 |
| author | Linneman, Robert E. 1928- Stanton, John L. 197X- |
| author_GND | (DE-588)1252814305 (DE-588)171102592 |
| author_facet | Linneman, Robert E. 1928- Stanton, John L. 197X- |
| author_role | aut aut |
| author_sort | Linneman, Robert E. 1928- |
| author_variant | r e l re rel j l s jl jls |
| building | Verbundindex |
| bvnumber | BV024472433 |
| ctrlnum | (OCoLC)832668146 (DE-599)BVBBV024472433 |
| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.802 |
| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV024472433 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T13:56:11Z |
| institution | BVB |
| isbn | 9781560249382 9781138980495 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018448325 |
| oclc_num | 832668146 |
| open_access_boolean | |
| owner | DE-83 DE-188 DE-706 |
| owner_facet | DE-83 DE-188 DE-706 |
| physical | xvii, 464 Seiten Illustrationen |
| publishDate | 1921 |
| publishDateSearch | 1921 |
| publishDateSort | 1921 |
| publisher | Routledge |
| record_format | marc |
| series2 | Haworth marketing resources |
| spellingShingle | Linneman, Robert E. 1928- Stanton, John L. 197X- Marketing planning in a total quality environment Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Marketing planning in a total quality environment |
| title_auth | Marketing planning in a total quality environment |
| title_exact_search | Marketing planning in a total quality environment |
| title_full | Marketing planning in a total quality environment Robert E. Linneman (PhD), John L. Stanton, Jr. (PhD) |
| title_fullStr | Marketing planning in a total quality environment Robert E. Linneman (PhD), John L. Stanton, Jr. (PhD) |
| title_full_unstemmed | Marketing planning in a total quality environment Robert E. Linneman (PhD), John L. Stanton, Jr. (PhD) |
| title_short | Marketing planning in a total quality environment |
| title_sort | marketing planning in a total quality environment |
| topic | Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018448325&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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