The Marketing Plan: A Step-by-step GuideKogan Page Publishers, 2002 - 218 páginas A well-devised marketing plan, the focus for all marketing aims, proposals and activities, can improve a company's performance. This new edition clarifies the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task. |
Conteúdo
Introduction | 1 |
What is marketing and how does it differ from selling? | 7 |
Why do you and your company need a marketing plan? | 16 |
3 | 29 |
90 | 32 |
What if it is a completely new product? | 66 |
Marketing objectives the aims of the plan | 95 |
How can projections for future sales be made more | 103 |
7 | 112 |
The distribution advertising and promotion plans | 149 |
9 | 155 |
Budgets and income statements | 173 |
Writing and communicating the marketing plan | 191 |
Useful Web sites | 209 |
| 215 | |
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Termos e frases comuns
Absorption costing achieve action plans advertising and promotions break-even carrying Cash cows cent chocolate company marketing plan company's competition COMPETITOR ANALYSIS competitors consider consumer countries database detail distribution distributor expenses export fixed costs geographical gross profit implementation important increase sales involves Japan key products key sales areas Kogan loss account major manufacturer Marginal costing market growth rate market research market segments market share marketing mix marketing objectives marketing strategies NAFTA normally number of units order intake overall company PIN group potential customers prepared present product portfolio profit and loss purchase questionnaire relate relative market share sales and marketing sales figures sales forecast sales organization sales personnel sales promotion sales turnover salesforce sample shown in Figure situation analysis sold strategic markets strengths and weaknesses SWOT analysis tactics technique telemarketing trade trading blocs types variable costs Wispa written plan