Marketing plans that work : targeting growth and profitability

268 Pages·2002·11.43 MB·English

by  Keegan, Warren J., McDonald, Malcolm

/ SECOND EDITION
MARKETING
THAT WORK
MALCOLM H. B. MCDONALD
AND WARREN J. KEEGAN

Marketing Plans
That Work
*
Marketing Plans
That Work
Second Edition
Malcolm H. B. McDonald
Warren J. Keegan
B
UTTERWQRTH
H E I N E M A N N
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Copyright © 2002 by Butterworth-Heinemann
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Library of Congress Cataloging-in-Publication Data
McDonald, Malcolm.
Marketing plans that work / Malcolm H.B.
McDonald, Warren J. Keegan.—2nd ed.
p. cm.
Includes bibliographical references (p.) and index.
ISBN 0-7506-7307-9 (pbk. : alk. paper)
1. Marketing—Planning. I. Keegan, Warren J. 13. Title.
HF5415.13 .M3154 2002
658.8'02—dc21
2001043345
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Contents
Preface vii
Chapter 1 What Is a Marketing Plan? 1
Chapter 2 Understanding the Marketing Process 5
Chapter 3 The Marketing Planning Process 15
Chapter 4 Marketing Objectives and Strategies 37
Chapter 5 Marketing Research and Forecasting 61
Chapter 6 The Marketing Audit: Customers and Markets 77
Chapter 7 The Marketing Audit: Products 95
Chapter 8 E-commerce and Internet Marketing 135
Chapter 9 The Communication Plan: Advertising
and Sales Promotion 149
Chapter 10 The Communication Plan: Sales 163
Chapter 11 The Pricing Plan 175
Chapter 12 The Distribution Plan 185
Chapter 13 Implementation Issues in Marketing Planning 199
Chapter 14 Marketing Planning in Review 213
Authors' Note 239
Glossary 241
Index 247
V
Preface
The purpose of the second edition of Marketing Plans That Work is to
explain and demonstrate, in a clear and easy-to-follow format, how to pre¬
pare and use a marketing plan. The content of the book is equally relevant
for consumer, service, industrial, for-profit, and not-for-profit organiza¬
tions; and for established and start-up companies. It is applicable to both
traditional organizational marketing and societal marketing. The material
presented here is based on the authors' research on and experience with
marketing planning practices and strategic marketing issues.
Many companies that think they are planning are, in fact, only fore¬
casting and budgeting. Other companies that have been successful in the
past have merely been "moving the deck chairs on the Titanic." Instead of
looking realistically at their changing competitive and market environment
in the present, and incorporating that learning into future efforts, they have
been attempting to extend their past success into the future by doing what
they have always done. The one certain way to ensure competitive decline
is to simply get up in the morning and do what you did yesterday.
Marketing planning is a simple process to outline. Any book will tell
you that it consists of the following components: a situation review, key
assumptions, objectives, strategies, programs, and measurement and
review. What most books do not tell you is that there are a number of con¬
textual issues that have to be considered that make marketing planning a
task that baffles practitioners, teachers, and students alike.
Here are the key marketing planning issues:
1. What is strategy and what is marketing strategy?
2. Why is strategy important for successful marketing planning?
3. What are the critical measures and goals of marketing planning?
4. What is the relation between the operational and strategic marketing
plan?
5. What is the relation between the marketing and the business plan?
6. When should marketing planning be done, how often, and by whom?
7. How should it be done?
PREFACE
8. Is marketing planning different in a large company versus a small
company?
9. Is marketing planning different in a diversified company?
10. Is marketing planning different in a global as opposed to a domestic
company?
11. What is the role of the CEO?
12. What is the role of the planning department?
13. Should marketing planning be top down or bottom up?
Because effective marketing planning lies at the heart of a company's
revenue and profit-making activities, it is not surprising that there is great
demand for a guide that strips away the confusion and mystery surround¬
ing this subject and helps the firm to come to grips with marketing plan¬
ning in a practical manner.
This book explains what marketing is, how the marketing planning
process works, how to conduct a marketing audit, how to set marketing
objectives and formulate marketing strategies, how to schedule and cost
out what has to be done to achieve the objectives, and how to design and
implement a simple marketing planning system.
In covering these areas, it serves three purposes. The first is to ensure
that readers fully understand the marketing planning process and pitfalls.
The second is to ensure that readers know the appropriate marketing diag¬
nostic tools, structure, and frameworks to use at each stage of the process.
And the third and most important is to give managers a practical, step-by-
step guide on how to prepare a strategic marketing plan that will give their
organizations a sustainable competitive advantage.
In this second edition, we have added a chapter on e-commerce and
the Internet, and have updated and revised sections where appropriate,
incorporating practical suggestions for readers. Readers who are familiar
with both the process and the diagnostic tools of marketing planning may
wish to go directly to Chapter 13, which provides a step-by-step system for
preparing a marketing plan.
Warren J. Keegan
Rye, New York
Malcolm H. B. McDonald
Bedford, England
May 2001
viii