The marketing audit : translating marketing theory into practice

著者

書誌事項

The marketing audit : translating marketing theory into practice

Malcolm H.B. McDonald ; written in association with John W. Leppard

（The Marketing series）

Butterworth-Heinemann, 1991

大学図書館所蔵 件 / 全6件

この図書・雑誌をさがす

注記

Includes index

内容説明・目次

内容説明

Marketing courses provide the conceptual framework for marketers, but the theory does not always translate for practical application. Combining both marketing theory and practice, this book tackles different aspects of marketing, and discusses how these can be integrated into a marketing plan. The exercises featured aim to test an organization's marketing capability.

目次

  • Part 1 Understanding the marketing process: marketing orientation
  • company capabilities and the matching process
  • the market environment
  • marketing quiz. Part 2 The marketing planning process - the main steps: the marketing planning process questionnaire
  • the mission statement
  • the benefits of marketing planning
  • survival matrix. Part 3 Removing the barriers to marketing planning: symptoms of a lack of marketing planning
  • marketing planning questionnaire - organizational issues. Part 4 The customer and the market audit: market definition
  • critical success factors (CSFs)
  • industrial goods and services
  • benefit analysis
  • the customer audit - Car Mart Ltd
  • supplementary material - customer classification systems, standard industrial classification. Part 5 The product market: benefit package analysis
  • life-cycle analysis
  • case study - International Bearings Ltd (IBL)
  • International Bearings Ltd - directional policy case study
  • applying the directional policy matrix to your own organization. Part 6 Setting marketing objectives and strategies: cap analysis
  • the marketing audit
  • competitor analysis
  • SWOT analysis
  • assumptions
  • setting marketing objectives
  • marketing strategies. Part 7 Advertising and sales promotion: what are advertising objectives?
  • setting advertising objectives
  • choosing the advertising media
  • the advertising plan
  • is a promotion necessary?
  • planning a sales promotion. Part 8 The sales plan: the role of personal communication in the communications mix
  • quantifiable objectives
  • managing the salesforce. Part 9 The pricing plan: competitive pricing
  • selecting the price
  • the use of discounts
  • questionnaire
  • awkward questions on pricing. Part 10 The distribution plan: do we need channel intermediaries?
  • selecting a suitable intermediary
  • customer service audit
  • the customer service package
  • physical distribution
  • the distribution plan. Part 11 Marketing information, forecasting and organizing for marketing planning: the marketing information system
  • information-gathering techniques
  • forecasting techniques
  • organizational structure. Part 12 Implementing the marketing plan: designing the marketing planning system
  • implementing the marketing planning system.

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