1、 The Marketing Plan This page intentionally left blank William M. Luther American Management Association New York Atlanta Brussels Chicago Mexico City San Francisco Shanghai Tokyo Toronto Washington, D.C. Marketing Plan The How to Prepare and Implement It 4TH EDITION This publication is designed to
2、provide accurate and authoritative infor - mation in regard to the subject matter covered. It is sold with the under- standing 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 co
3、mpetent professional person should be sought. Library of Congress Cataloging-in-Publication Data Library of Congress Cataloging-in-Publication Data Luther, William M. The marketing plan : how to prepare and implement it / William M. Luther.4th ed. p. cm. Includes bibliographical references and index
4、. ISBN-13: 978-0-8144-1693-8 ISBN-10: 0-8144-1693-4 1. Marketing. I. Title. HF5415.L83 2011 658.802dc22 2010039115 2011 William M. Luther. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrievalsystem, or transmitted in whole or in
5、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 Bulk discounts available. For detai
6、ls visit: www.amacombooks.org/go/specialsales Or contact special sales: Phone: 800-250-5308 E-mail: specialslsamanet.org View all the AMACOM titles at: www.amacombooks.org O Complete your written marketing plan by the end of the book! The Marketing Plan 4th Edition How to Prepare and Implement It wi
7、th “what if” software on the AMACOM website (www.amacombooks.org/go/MarketingPlan4). This page intentionally left blank To my wonderful wife, Betty This page intentionally left blank Acknowledgments xi Introduction 1 Chapter 1: The Planning Process 9 Chapter 2: Marketing Management 21 Chapter 3: Mar
8、ket Analysis 27 Chapter 4: Customer Analysis 55 Chapter 5: Brand Development 67 Chapter 6: The Product/Service Plan 73 Chapter 7: Calculating Y our Marketing Communications Budget 101 Chapter 8: Competitive Analysis 109 Chapter 9: The Advertising Plan 117 Chapter 10: The Sales Promotion Plan 139 Cha
9、pter 11: The Public Relations Plan 153 Chapter 12: The Sales Plan: Pricing 163 Chapter 13: The Sales Plan: Future Sales 175 Chapter 14: The Customer Service Plan 197 Contents ix Chapter 15: Maximizing High-Potential Accounts 203 Chapter 16: The Internet Plan 237 Chapter 17: The Research Plan 249 Cha
10、pter 18: Pulling the Plan Together 257 Appendix A: Marketing Plan Basics 263 Appendix B: Everything Y ou Need to Know About Working with an Advertising Agency 275 Index 285 Marketing Plan “what if” software models are available free of charge at: www.amacombooks.org/go/MarketingPlan4 x Contents O Th
11、is book has been improved immeasurably by the develop- mental guidance of my wonderful editor, Ellen Kadin, who helped me take the manuscript from a rough twenty-page pro- posal and some software to this completed tome. Along the way, the manuscript had valuable input from William Helms III, Ellens
12、editorial assistant and right-hand man, and Debbie Pos- ner, the copyeditor-slash-martinet who wrestled with all the particulars. This is a better book because of all of their efforts. Thank you. Thanks also to the associate editor, Mike Sivilli, and all the hard-working people who got this book to
13、the printer on time. Acknowledgments xi This page intentionally left blank 1 Introduction The fourth edition of The Marketing Plan differs in a number of ways from its predecessor, published ten years ago. It includes ten more years of the experiences and knowledge gained from helping companies writ
14、e their marketing plansin boom economies and in bust. The book walks you through every part of the plan, with detailed analysis of case histories. After re- viewing each case, you can insert on the accompanying soft- ware the data for your own company and complete your marketing objectives and strat
15、egies. By the time you finish the book, you can have a complete, written marketing plan for your own business. If you go to the AMACOM website, you can download my computer marketing plan “what if” software models, free of charge. These allow you to insert your own data into the files and see the re
16、sults for your business. The web address is www .amacombooks.org/go/MarketingPlan4. For best results and ease of use, you should download the software to either a CD or your hard drive. Then you can go try different data until you get the results you are seeking, such as the most effective positioni
17、ng of your business, your best target audience, most favorable pricing, sufficient advertising and sales promotion weight, viable public relations plans, and enviable customer service plans. This edition can also better help you develop a popular Internet site and enable you to become a strong playe
18、r in the new world of social media. The software comes in three parts: case history “what if” files; “what if” files with formulas for inserting your own company data; and marketing plan (and other) worksheets where you insert your objectives and strategies. Although the book discusses each case his
19、tory, at your leisure you should bring up these files and alter some of the inserted data and then look at the resulting outcomes. Practicing on the case history files will enable you to see how the formulas work be- fore you start inserting your company data into your own sec- tion of the software.
20、 The software is easy to use. You use a spreadsheet like Mi- crosoft Excel for the “what if” files and a word processing pro- gram like Microsoft Word for the marketing plan objectives and strategies and other worksheets. The files that have a “C” in front of the name are the case histories. The fil
21、e names that do not begin with a “C” before the name are the modules into which you insert your own company data. When these files are completed, you should print them out and put them into a document called a “fact book. ” This is sup- porting data for your objectives and strategies and by insertin
22、g the files in this different document, you keep your actual mar- keting plan short and conciseso everyone will read and act on it. Your fact book will probably number over a hundred pages and your marketing plan should only consist of your ob- jectives and strategies and therefore can be less than
23、twenty pages. The third part of the software, in the folder labeled “Worksheets,” contains Word files into which you can insert your objectives and strategies for each component of your 2 Introduction marketing plan, along with other useful worksheets. If you complete each module as you go through t
24、he book, your plan will be written by the end of the last chapter. The marketing plan belongs on the top of the desk of everyone involved with marketing so it can constantly be mon- itored; the fact book can go on their shelves. If you began to miss an objective, you return to the fact book and make
25、 the necessary changes to support your revised objectives and strategies. Before showing a list of all the files in the software you will download, lets examine the components of a marketing plan as illustrated in Figure Introduction-1. Each of these plans is discussed in the book. Below is a list o
26、f the computer files as they pertain to the components above and the chapter in which they are discussed. Introduction 3 Figure Introduction-1 Components of a marketing plan. Market A Promotion Plan Internet Plan Research Plan Sales Plan Customer Service Plan Product/ Service Plan Chapter 1 The Plan
27、ning Process No files Chapter 2 Marketing Management No files Chapter 3 Market Analysis Worksheet (your data) Chapter 4 Customer Analysis CCUST (case history) CUST (your data) Chapter 5 Brand Development No files Chapter 6 The Product/Service Plan CEXCURVE (case history) EXCURVE (your data) Objectiv
28、es and Strategies (your data) Chapter 7 Calculating Your Marketing Worksheets (your data) Communications Budget Chapter 8 Competitive Analysis Worksheets (your data) Chapter 9 The Advertising Plan CRF (case history) RF (your data) Creative Strategy (your data) Objectives and Strategies (your data) C
29、hapter 10 The Sales Promotion Plan CTRADE (case history) TRADE (your data) Objectives and Strategies (your data) Chapter 11 The Public Relations Plan Objectives and Strategies (your data) Chapter 12 The Sales Plan: Pricing CPRICE (case history) PRICE (your data) Chapter 13 The Sales Plan: Future Sal
30、es CSALES (case history) SALES (your data) Objectives and Strategies (your data) Chapter 14 The Customer Service Plan Objectives and Strategies (your data) Chapter 15 Maximizing High-Potential Worksheets (your data) Accounts Chapter 16 The Internet Plan Objectives and Strategies (your data) Chapter
31、17 The Research Plan Objectives and Strategies (your data) Chapter 18 Pulling the Plan Together Overall Objectives and Strategies (your data) 4 Introduction In the customer analysis section, you determine which market segment is best, who is involved in the buying decision, what is their ranking in
32、importance, and what benefits each are seeking from products or services in your industry. You then do a report card on your product or service versus the competition on your ability to deliver these benefits. In the product/service plan section, you determine the positioning of your business by usi
33、ng the experience curve to test the various possibilities and the resulting effects on your company. Choices include lower pricing (the Wal-Mart model), value added (Cisco), heavy promotional weight (Procter these are listed along the bottom of the spreadsheet, and need only be clicked on to appear.
34、 The ranges for each of the files are reproduced inside the appropriate chap- ter in the book. As you go through the book, you should open the files referred to in each chapter. For example, in Chapter 4, Cus- tomer Analysis, the files discussed are CCUST .xls for the case his- tory and CUST .xls fo
35、r your data. As you go through the book, fill out the worksheets that ac- company the chapters, as they are an integral part ofin fact, they compriseyour final marketing plan. 6 Introduction Figure Introduction-2 Examples of range names within a le. Introduction 7 This page intentionally left blank
36、Someone (Id love to give proper credit, but dont know to whom) described the anatomy of a business shown in Figure 11 below: Figure 11 Anatomy of a business. Brain (marketing skills) Spinal column vertebras (markets) Spinal cord (planning) Muscles Research CS Internet P/S Mktg. Com. Sales 9 1 The Pl
37、anning Process O 10 The Marketing Plan Im hoping this book will add a few things upstairs and strength your muscles. A Strategic Plan Is Y our First Order of Business Any planning for a business should start with a strategic plan. A strategic plan is a long-range plan, but not all long-range plans a
38、re strategic. In strategic planning you start with an analysis of the markets relative to what you are doing now and you attempt to determine what you could be doing in the fu- ture for maximum profitability. First, of course, you must determine your market. A mar- ket is a group of potential or cur
39、rent customers that have a similar need or desireor what you believe they will want or needand share a common group of competitors, distribu- tion channels, and packaging. You need only look out the window to see the markets passing by. If Microsoft had been looking out the window, it would have ent
40、ered the search engine business years ago, long before Google got so strong. Microsoft made a failed attempt to purchase Yahoo! and is attempting to play catch-up by in- troducing its own search engine, Bing. Not there yet: its recent market share (summer 2010) of all U.S. search engines, ac- cordin
41、g to comScore, was only 13.6 percent versus Yahoo at 20.1 percent and Google at 61.6 percent. Conversely, Cisco, the worldwide leader in networking, has made four major acquisitions in 2009, including Norways Tandberg, which is in the video conferencing market. You should not confuse strategic planning with Six Sigma. Six Sigma is a business management strategy that can help you improve your bottom line. It seeks to improve the quality of process outputs by identifying and removing the causes of de- fects and variability in manufacturing and business processes.
