On Target : The Book on Marketing Plans

Table of Contents......Page 6
Introduction......Page 2
 The right tools will enable you to create a marketing plan that will effectively use your resources to attain your marketing g......Page 3
It's About the Plan......Page 14
About the Authors......Page 15
Situation Analysis......Page 18
Text Outline......Page 19
Essential Tables......Page 20
Sales Forecast......Page 21
Milestones......Page 22
Printed Plan Document......Page 28
Glossary of Terms......Page 30
Part 2: Fundamentals......Page 50
 Developing a marketing strategy with focus sets the foundation for your marketing plan.......Page 51
Introduction......Page 52
Value Proposition......Page 53
Keys to Success......Page 55
Focus......Page 58
Features and Benefits......Page 60
More Art Than Science......Page 66
www.paloaltosoftware.com......Page 67
Compound Average Growth Rate......Page 69
Build on Past Data......Page 71
Graphics as Forecasting Tools......Page 72
Market Research......Page 74
Small Business Administration......Page 75
Census Bureau......Page 76
Yahoo.com......Page 78
Trade Associations List......Page 82
Magazines List......Page 83
Use of Resources......Page 86
Psychographics......Page 87
Target Market Profile......Page 88
BookmarkTitle:......Page 89
Situation Analysis......Page 90
An accurate assessment of your market, your environment and your competitors will add reality and practicality to your marketin......Page 91
Market Analysis......Page 92
Market Information......Page 95
Web Links for Fundamental Data......Page 98
SWOT Analysis......Page 100
Weaknesses......Page 101
Competitive Analysis......Page 104
Competitors......Page 106
Part 4: Strategy......Page 108
 Establishing your product position will allow you to take your strategy from concept to implementation.......Page 109
Product Positioning......Page 110
Product Positioning......Page 112
BookmarkTitle:......Page 113
Strategy Pyramid......Page 118
Strategic Alignment......Page 119
Mission Statement......Page 122
www.palo-alto.com/askauthors......Page 123
Marketing......Page 124
Strategy......Page 126
Psychographic......Page 128
Segmentation......Page 131
Part 5: Tactics......Page 132
 The tactical decisions you make should directly complement your marketing strategy in a manner that is practical and can be im......Page 133
Choices......Page 134
Pricing......Page 135
Price Floor......Page 136
Skimming Strategy......Page 137
Fundamentals......Page 140
Options Listing......Page 143
Trade Shows & Events......Page 150
Creative Work Ownership......Page 152
Public Relations......Page 154
Goals and Objectives......Page 155
Types of Resources......Page 156
Strategy Example......Page 157
Champion, Role......Page 158
Control Factor......Page 159
Offering Concept......Page 160
Offering Mix......Page 161
Product Manager......Page 163
Packaging and Labeling......Page 164
Bundling......Page 165
Global Marketing......Page 166
Direct......Page 168
Types......Page 169
Kiosk......Page 172
Measuring Success......Page 173
Ethical Considerations and Responsibilities......Page 175
Channel......Page 176
Channel Value......Page 177
Channel Criteria......Page 179
Channel Conflict......Page 180
Channel Marketing - Roles and Functions......Page 181
Part 6: Forecasting......Page 182
The process of developing a sales forecast begins with gathering data, continues with making informed guesses, and then follows......Page 183
Standard......Page 184
Build on Past Data......Page 185
Units-Based Sales Forecast......Page 186
Projecting Cost of Sales......Page 187
Market Forecast......Page 190
Target Focus Review......Page 193
Expert, Finding......Page 194
Estimating from Past Data......Page 195
Parallel Data......Page 197
Idea Adoption Model......Page 198
Diffusion Model......Page 199
Product Life Cycle......Page 205
Market Data......Page 207
Expense Budget......Page 208
Simple......Page 209
Perspective......Page 210
Past Data......Page 211
Part 7: Make it Happen......Page 212
 The value of your marketing plan will be realized when its successful implementation produces your stated results.......Page 213
Plan......Page 214
Print, Plan Components......Page 215
Start......Page 218
Milestones......Page 220
Example......Page 221
Variance Analysis......Page 223
Appendices......Page 228
 The Appendices support the main text. They include three sample marketing plans, plus an Illustration List of graphics used in......Page 229
Demographic Data......Page 362
www.adage.com/century......Page 142
The Message......Page 141
Annual Chart......Page 26
Annual Chart......Page 24
Monthly Chart......Page 27
Readers Guide to Periodical Literature......Page 84
www.imarketinc.com......Page 77
Channel Resources......Page 178
Monthly Chart......Page 25
Chart......Page 23
Gross Margin......Page 125
User Satisfaction Surveys......Page 96
Other Countries......Page 80
Reports Search......Page 79
Examples......Page 200
Telemarketing......Page 171
Internet......Page 170
L......Page 363
Benefits Example......Page 62
Combination Example......Page 64
Features Example......Page 63
Without Government Statistics......Page 68
Track and Follow-Up......Page 219
Trade Statistics Search......Page 81
Installation......Page 359
Focus Groups......Page 97
Marketing Plan......Page 364
Build Your Assumptions......Page 93
Segment Description......Page 94
Market Value......Page 192
Marketing Exercise......Page 65
Sample Page-Marketing Plan......Page 29
Sales vs. Expenses......Page 365
Forecasts......Page 206
Positioning Statements, Example......Page 111
VALS (Values and Lifestyles) Data......Page 129
Sample, Printed Page......Page 216
Risk Management Association (formerly Robert Morris Associates)......Page 138
Ethnic......Page 130
Demographic Data......Page 366
Threats......Page 102
Sample......Page 224
Search Links......Page 367
www.rmahq.org......Page 139
Catalogs......Page 146
Infomercial......Page 147
Local Disk......Page 0
All the helpful information you will need is here!......Page 1