William M. Luther - The marketing plan: how to prepare and implement it
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Cover
| title | : | The Marketing Plan : How to Prepare and Implement It |
| author | : | Luther, William M. |
| publisher | : | AMACOM Books |
| isbn10 | asin | : | 0814471013 |
| print isbn13 | : | 9780814471012 |
| ebook isbn13 | : | 9780814426159 |
| language | : | English |
| subject | Marketing. | |
| publication date | : | 2001 |
| lcc | : | HF5415.L83 2001eb |
| ddc | : | 658.8/02 |
| subject | : | Marketing. |
Page i
THE MARKETING PLAN
Third Edition
Page ii
Page iii
THIRD EDITION
H OW TO P REPARE AND I MPLEMENT I T
WILLIAM M. LUTHER
AMACOM
American Management Association
New York Atlanta Boston Chicago Kansas City San Francisco Washington, D. C.
Brussels Mexico City Tokyo Toronto
Page iv
| Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Tel.: 212-903-8316. Fax. 212-903-8083. Web site: www.amacombooks.org |
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Luther, William M.
The marketing plan: how to prepare and implement it /
William M. Luther.3rd ed.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-7101-3
1. Marketing. I. Title.
| HF5415.L83 2001 |
| 658.8'02dc21 |
| 2001022859 |
2001 William M. Luther.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
Page v
To all the budding entrepreneurs in my family:
Kelly
Lauren
James
Brian
Donald
Justin
Brittany
Kevin
Nicole
Briana...
plus the ones to follow
Page vi
Page vii
Preface | xiii |
Introduction | xv |
| PART ONE The Role of Marketing within a Business | |
Chapter One: The Role of Marketing within a Business | 3 |
The Fact Book | 4 |
Strategic and Business Plans | 7 |
Operational Plan | 10 |
Positioning Statement | 10 |
Marketing Plan | 11 |
Action Plans | 13 |
Look Out the Window | 15 |
| PART TWO Decisions to Be Made before Developing Your Marketing Plan | |
Chapter Two: Should You Link Your Business to the Internet? | 21 |
The Advantages and Disadvantages of the Internet | 22 |
It Takes Effective Strategies to Be a Winner on the Web | 24 |
Should You Have a Transaction Site? | 26 |
Page viii
Should You Have a Promotional Site? | 28 |
Should You Have a Content Site? | 32 |
Should You Have a Customer Service Site? | 34 |
Should You Purchase Your Supplies off the Internet? | 35 |
Should Your Web Site Offer a Combination of Choices? | 36 |
Chapter Three: Your Strategic Plan Determines Where to Spend Your Marketing Dollars | 40 |
Five Possible Market Profiles | 41 |
Market Characteristics That Influence Profit Potential | 45 |
Where Should You Apply Maximum Marketing Pressure? | 48 |
Follow the Money | 51 |
Chapter Four: Determining Who the Customers Are and What They Want | 53 |
Five-Step Market Analysis | 54 |
Chapter Five: Aiming at the Right Target Using the Right Message | 71 |
Aim at the Right Target | 72 |
Deliver the Right Benefit | 73 |
Chapter Six: Marketing Management | 77 |
The Product or Brand Manager | 78 |
The Marketing or Market Manager | 79 |
The Marketing Coordinator | 80 |
Using Consultants | 84 |
Selecting or Reviewing Your Current Advertising Consulting Firm | 85 |
Making the Selection | 95 |
The Client-Agency Relationship | 95 |
Plan with Hockey Sticks | 96 |
| PART THREE Developing Your Brand Personality | |
Chapter Seven: Creative Positioning for Your Brand | 101 |
Use the Right Side of Your Brain | 102 |
Make It Easy to Complain | 103 |
Page ix
Use Your Size to Excel | 104 |
Business Is Like High School | 105 |
Be Just One Thing | 106 |
Do the Research Yourself | 107 |
Chapter Eight: Strategies to Reinforce Positioning | 112 |
Promotional Materials and Your Positioning Statement | 112 |
Strategies Based on Market Position | 117 |
Critique All Markets | 120 |
Concentrate on 98 Percent | 122 |
| PART FOUR Developing Your Marketing Plan | |
Chapter Nine: Your Product/Service Plan Sets the Specifies of Your Marketing Plan | 127 |
Price Your Brand to Reflect Your Positioning | 127 |
Use What-If Revenue Models | 130 |
Your Marketing Budget | 133 |
Chapter Ten: Using Advertising to Build Awareness | 136 |
Your Communications Strategy |
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