By Donald Lehmann, Russell Winer
Research for advertising making plans, 7/e by way of Lehmann and Winer specializes in the research wanted for sound advertising and marketing judgements and is based round the middle advertising document--the advertising Plan. no matter if learning business plan or Product/Brand administration judgements, scholars have to be capable of make judgements dependent from sound research. This publication doesn't try to conceal all elements of the selling plan; relatively it makes a speciality of the research touching on a product’s surroundings, consumers and opponents.
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Extra resources for Analysis for Marketing Planning (7th Edition)
Source: Howard Sutton, The Marketing Plan in the 1990s (New York: The Conference Board, 1990), pp. 34–35. Reprinted with permission. qxd 10/16/2007 09:29 PM Page 18 pinnacle 210:MHIL063:mhLeh7:ch-01: 18 Chapter 1 Marketing Planning exhibits. Sections IV, V, and VI cover the situation analysis. The rest of the plan describes the marketing objectives, strategies, and action programs. Note the separate objective, strategy, and program sections for different market segments (group and transient customers) and products (food and beverage).
Strategy 3. Sales Activities: Divide by specific segments. a. Consumer (rack rate) b. Corporate (prime and other) c. Travel Agent: business, leisure, consortia d. Wholesale/Airline/Tour (foreign & domestic) e. Packages (specify names of packages) f. Government/Military/Education g. Special Interest/Other 4. Sales Materials 5. Direct Mail 6. Research C. Other Sonesta Hotels D. Local/Food & Beverage 1. Objectives 2. Strategy 3. Sales Activities: Divide by specific market segments. a. Restaurant and Lounge, external promotion b.
2. Time frame. 3. , brand equity, customer, new product). 4. Program (marketing mix). IV. Product/Brand Strategy A. Customer target(s). B. Competitor target(s). C. Product/service features. D. Core strategy. 1. Value proposition. 2. Product positioning. V. Supporting Marketing Programs A. Integrated marketing communications plan. B. Advertising. C. Promotion. D. Sales. E. Price. F. Channels. G. Customer management activities. H. Web site. I. Marketing research. J. Partnerships/joint ventures. qxd 10/15/2007 07:40 PM Page 28 pinnacle 210:MHIL063:mhLeh7:ch-01: 28 Chapter 1 Marketing Planning VI.