Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

330 Pages·2003·3.37 MB·English

by  Robert E Stevens

Ronald A. Nykiel, PhD
Marketing Your Business
A Guide to Developing
a Strategic Marketing Plan
“Atthistimewhenboardsofdi-
Pre-publication
rectorsandtopmanagementare
REVIEWS, concerned about where their future
COMMENTARIES, growth is coming from, Dr. Nykiel’s
EVALUATIONS... MarketingYourBusinessisamustread.
Itispackedwithgreatinformationand
“MarketingYourBusinessisfarmore iseasytoread.Thebooktakesthefuz-
beneficialthanbasicmarketing zinessoutofmarketing.Iwishhehad
textbooks.Itisthetypeofbookthatcan writtenitbeforewestartedBoardroom
beusedintheclassroomaswellasby Consultants,butit’snottoolate!”
entrepreneurs and managers who are
operatinganytypeofbusinessventure. RogerM.Kenny,MBA
The text not only provides the reader ManagingPartner,
with a wealth of knowledge, but also BoardroomConsultants
insights into marketing activities that
canbeusedtoenhancesalesandmain-
tainacompetitiveedge.Thebookcon-
tainsavastamountofhelpfulinforma-
tionthatcanbeeasilyunderstoodand “Onceagain,RonNykielhasde-
followed.Dr.Nykiel’sbookoffersmany
velopedacommonsense,easy
toolsfordevelopingastrategicmarket-
toreadandusemarketingguidebook.
ing plan, which any type of business,
His chapters on crisis management,
profitornonprofit,coulduse.Iwould
onmarketing,andonmarketinglaws
definitely recommend the use of this
areparticularlytimely.Marketingprac-
textbystudents,scholars,andbusiness
professionals.” titionersandstudentswillfindmuch
valueinMarketingYourBusiness.”
PenderB.Noriega,DBA,CHE
DivisionChairperson, JamesC.Makens,PhD
SanJoaquinDeltaCollege, AssociateProfessorofManagement,
Stockton,California; WakeForestUniversity,
Co-author,CostControl BabcockGraduateSchool
intheHospitalityIndustry ofManagement
NOTES FOR PROFESSIONAL LIBRARIANS
AND LIBRARY USERS
ThisisanoriginalbooktitlepublishedbyBestBusinessBooks®,an
imprintofTheHaworthPress,Inc.Unlessotherwisenotedinspecific
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CONSERVATION AND PRESERVATION NOTES
AllbookspublishedbyTheHaworthPress,Inc.anditsimprintsare
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ANSI Z39.48-1984.
Marketing
Your Business
A Guide to Developing
a Strategic Marketing Plan
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David L. Loudon, PhD
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Marketing Your Business: A Guide to Developing a Strategic
Marketing Planby Ronald A. Nykiel
Marketing
Your Business
A Guide to Developing
a Strategic Marketing Plan
Ronald A. Nykiel, PhD
Best Business Books®
An Imprint of The Haworth Press, Inc.
New York • London • Oxford
Published by
BestBusinessBooks®,animprintofTheHaworthPress,Inc.,10AliceStreet,Binghamton,NY
13904-1580.
©2003byTheHaworthPress,Inc.Allrightsreserved.Nopartofthisworkmaybereproducedor
utilizedinanyformorbyanymeans,electronicormechanical,includingphotocopying,microfilm,
andrecording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwriting
from the publisher. Printed in the United States of America.
Cover design by Jennifer M. Gaska.
Library of Congress Cataloging-in-Publication Data
Nykiel, Ronald A.
Marketingyourbusiness:aguidetodevelopingastrategicmarketingplan/RonaldA.Nykiel.
p. cm.
Includes bibliographical references and index.
ISBN 0-7890-1769-5 (alk. paper)—ISBN 0-7890-1770-9
1.Marketing—Decisionmaking.2.Marketing—Management.3.Marketing—Planning.I.Title
HF5415.135 .N957 2002
658.8'02—dc21
2002071137
CONTENTS
Preface xi
Acknowledgments xiii
Introduction xv
PART A: THE STRATEGY SELECTION PROCESS 1
Chapter 1. Defining Your Business Strategy 3
Case Example 1: Another Perspective 5
Case Example 2: Providing Value and Reducing Costs 6
Chapter 2. Assessing Focal Points 9
Types of Marketing Research 10
Marketing Research Techniques 14
Marketing Research Presentation Tools 18
Case Example 1: Looking Within 26
Case Example 2: Mailing Less and Making More 27
Chapter 3. Selecting Strategies 29
Positioning Strategies 29
Case Example 1: Positioning to Perfection 42
Case Example 2: Speed, Reliability, and Convenience 44
PART B: SELECTING WEAPONRY 47
Chapter 4. Advertising 49
Advertising Guidelines 49
The Six-Step Advertising Process 52
Do It Yourself or Select an Agency? 54
Advertising Types and Themes 57
Market Coverage 60
Media Selection 62
Case Example 1: Extreme Target Market Execution 69
Case Example 2: Icon Power 72
Chapter 5. Public Relations 75
What Public Relations Is 76
Tools of Public Relations 82
Case Example 1: Sources and Experts 87
Case Example 2: The Power of the Survey and Award 88
Chapter 6. Promotions 91
Keys to Successful Promotions 92
Types of Promotions 94
Case Example 1: More Than a Promotion 99
Case Example 2: Left Brain/Right Brain 100
Chapter 7. Merchandising 103
Types of Merchandising 104
Merchandising Your Employees 107
Merchandising Checklist 109
Case Example 1: Accessories and Gifts 110
Case Example 2: Color Themes 111
Case Example 3: Psychological Merchandising 111
Chapter 8. Database Marketing 113
Database Systems 114
Sales Through Direct Mail 118
Case Example 1: The Check Is in the Mail 121
Case Example 2: By Invitation Only 122
Chapter 9. Electronic Marketing 123
Internet Uses 123
Electronic Marketing Checklist 125
Case Example 1: Making It Work for Everyone 126
Case Example 2: Major Mistakes 126
Chapter 10. Packaging 129
Benefits of Packaging 130
Case Example 1: Being Different 132
Case Example 2: Riding a Wave and Right Name/
Right Color 132
Chapter 11. Branding 135
Brand Strategy 135
The Measurement of Brand Associations 138
Case Example 1: The Character of a Brand 144
Case Example 2: Name Compatibility 144
Chapter 12. Pricing 147
Pricing Techniques 151
Case Example 1: Winning with the Same Price 154
Case Example 2: Paying Later Adds Value and Moves
Product 154
Chapter 13. Sales 157
Changing Strategy 157
Personal Sales 158
Knowledge Acquisition 160
Selling Strategies 165
Measuring and Rewarding 169
Case Example 1: The Tale of the Two Inns 174
Case Example 2: The Worthwhile Investment 175
Chapter 14. Customer Service 179
Customer Service Strategies 179
Case Example 1: Really Tailored Customer Service 193
Case Example 2: A Total Customer Mentality 195
Chapter 15. Crisis Management 199
Five Key Steps in Crisis Management 203
Case Example 1: What Not to Do 204
Case Example 2: The Unbreakable That Wasn’t 204