Bruce Wrenn, Phylis M Mansfield

• About the Authors Preface PART I: INTRODUCTION TO MARKETING PLANNING Chapter 1. The Importance of Marketing Planning Marketing Planning in Action: Starbucks Introduction What Is Marketing? What Is Planning? Planning’s Place in the Organization The Marketing Planning Process The Marketing Plan Format Summary Chapter 2. Organizational Considerations in Marketing Planning Marketing Planning in Action: Simple Is Best Introduction Organizational Purpose Organizational Objectives and Strategies Organizing for Planning Organizational Structure Coordination and the Planning Process Organizational Structure and Market Responsiveness Summary Chapter 3. Database Marketing Planning: Getting Needed Information Marketing Planning in Action: Hyundai Motor Company Introduction Database Marketing Marketing Research Decision Making Types of Data Steps in a Marketing Research Project Summary PART II: SITUATION ANALYSIS Chapter 4. Product/Market Analysis Marketing Planning in Action: Napster and the Advent of Music File Sharing Introduction Environmental Scanning The Strategic Implications of Product/Market Analysis Sales Analysis Cost Analysis Summary Chapter 5. Consumer Analysis Marketing Planning in Action: The Antiaging Movement Introduction Market Segmentation Psychographics/Lifestyle Segmentation Market Grid Analysis Market Potential Summary Chapter 6. Competitive Analysis Marketing Planning in Action: The Package Delivery Industry Introduction The Concept of Competitive Advantage Purpose of Competitive Analysis Competitive Forces and Advantages Summary Chapter 7. Opportunity Analysis Marketing Planning in Action: Reinventing Barbie Introduction Problems versus Opportunities Internal Factors Other Factors Ranking Opportunities Summary PART III: OBJECTIVES Chapter 8. Marketing Objectives Marketing Planning in Action: Kodak Introduction What Are Objectives? Alternatives to Managing by Objectives Characteristics of Good Objectives Types of Objectives Included in a Marketing Plan Using Situation Analysis to Set Objectives Summary PART IV: STRATEGY, STRATEGY VARIABLES, AND FINANCIAL IMPACT Chapter 9. Marketing Strategy Development Marketing Planning in Action: Mercedes Introduction What Is Strategy? Elements of Marketing Strategy Alternate Marketing Strategies Factors Influencing the Strategy Selected Summary Chapter 10. Product Decisions Marketing Planning in Action: DuPont Introduction Product: The First Component of the Marketing Mix What Is a Product? Product Positioning Strategies Quality- and Value-Based Marketing Service Strategy Improving Customer Perceptions of Service Quality New-Product Development Decisions Changing Existing Products Product Line Decisions Branding Decisions Packaging and Labeling Decisions Summary Chapter 11. Place Decisions Marketing Planning in Action: The Changing Face of Retail Stores Introduction Who Will Be Channel Captain? Which Type of Channel Should Be Used? Which Kind of Middlemen Should Be