David H. Bangs - The market planning guide: creating a plan to successfully market your business, product, or service
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The Market Planning Guide : Creating a Plan to Successfully Market Your Business, Product, or Service
author
:
Bangs, David H.
publisher
:
Kaplan Publishing
isbn10 | asin
:
157410098X
print isbn13
:
9781574100983
ebook isbn13
:
9780585162553
language
:
English
subject
Marketing--Planning, Small business--Planning, New business enterprises--Planning.
publication date
:
1998
lcc
:
HF5415.122.B36 1998eb
ddc
:
658.8/02
subject
:
Marketing--Planning, Small business--Planning, New business enterprises--Planning.
Page i
The Market Planning Guide
Creating a Plan to Successfully Market Your Business, Product, or Service
5th Edition
David H. Bangs, Jr.
Page ii
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.
Acquisitions Editor: Danielle Egan-Miller Managing Editor: Jack Kiburz Interior Design: Lucy Jenkins Cover Design: Scott Rattray, Rattray Design Typesetting: Eliot House Productions
Copyright 1998 by David H. Bangs, Jr.
Published by Upstart Publishing Company, a division of Dearborn Publishing Group, Inc.
All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher.
Printed in the United States of America
99 00 10 9 8 7 6 5 4 3
Library of Congress Cataloging-in-Publication Data Bangs, David H. The market planning guide: creating a plan to successfully market your business, products, or service / David H. Bangs, Jr.5th ed. p. cm. Includes index. ISBN 1-57410-098-X 1. MarketingPlanning. 2. Small businessPlanning. 3. New business enterpris esPlanning. I. Title. HF5415.122.B36 1998 9744730 658.8'02dc21 CIP
Upstart books are available at special quantity discounts to use as premiums and sales pro motions, or for use in corporate training programs. For more information, please call the Special Sales Manager at 800-621-9621, ext. 4834, or write to Dearborn Financial Publishing, Inc., 155 N. Wacker Drive, Chicago, IL 60606-1719.
Page iii
Contents
Introduction
v
Chapter 1: The Quick Strategic Marketing Plan
1
Chapter 2: Marketing Overview
15
Chapter 3: Products and Services
27
Chapter 4: Customers and Prospects
41
Chapter 5: Competitive Analysis
55
Chapter 6: Price, Place, and Sales Practices
65
Chapter 7: Strengths and Weaknesses
83
Chapter 8: Advertising and Promotion
97
Chapter 9: Strategic Marketing
119
Chapter 10: The Marketing Plan
131
Chapter 11: The Sales Plan
135
Appendix 1: Summary of Questions and Marketing Plan Outline
139
Appendix 2: Marketing Plan for R.D. Montville & Associate
143
Appendix 3: Marketing Plan for Delicious Delectables
149
Appendix 4: Worksheets
157
Resources
231
Glossary
235
Index
241
Page v
Introduction
What needs improving at your business? Marketing and sales capability was the response given most by nearly 1,300 executives70% of them at small firmswho responded to a poll by the CPA firm of Ernst & Whinney. Wall Street Journal
A marketing plan is a short, detailed, written plan that lays out the steps for your company to take to achieve your sales and marketing goals. "Marketing," as we use it in this book, is the process of creating customers for your products and services, in enough numbers and rapidly enough so you can make your business successful and profitable.
Good marketing calls for performing a lot of small tasks thoroughly and intelligently. Great marketing requires that the tasks be done well, that you have good products and services, and know your customers and prospects better than your competitors do.
Once you know your products and services, your customers and prospects, and understand what your competitors are up to, you can develop effective strategies to achieve your sales and marketing goals. Most small-business owners don't bother to take these extra steps, preferring to plunge ahead and either copy each other or take unnecessary chances. This might be called the "Man of Action" problem, since so many small-business owners pride themselves on being doers instead of thinkers. Actually, you have to be both to succeed in business: you have to act to make your plans work, but working without a plan is just so much random activity, commercial brownian movements.
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