Marketing Projects PDF
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Marketing Projects Best Practices in Portfolio, Program, and Project Management Ginger Levin RECENTLY PUBLISHED TITLES Implementing Project and Program Benefit Management Kenn Dolan Culturally Tuning Change Management Risto Gladden The Four Pillars of Portfolio Management: Organizational Agility, Strategy, Risk, and Resources Olivier Lazar Systems Engineering for Projects: Achieving Positive Outcomes in a Complex World Lory Mitchell Wingate The Human Factor in Project Management Denise Thompson Project Business Management Oliver F. Lehmann PgMP• Exam Test Preparation: Test Questions, Practice Tests, and Simulated Exams Ginger Levin Managing Complex Construction Projects: A Systems Approach John K. Briesemeister Managing Project Competence: The Lemon and the Loop Rolf Medina The Human Change Management Body of Knowledge (HCMBOK•), Third Edition Vicente Goncalves and Carla Campos Creating a Greater Whole: A Project Manager’s Guide to Becoming a Leader Susan G. Schwartz Marketing Projects Olivier Mesly CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 2020 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works Printed on acid-free paper International Standard Book Number-13: 978-1-138-19787-9 (Hardback) This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all materials or the consequences of their use. The authors and publishers have attempted to trace the copyright holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not been obtained. 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Contents List of Abbreviations and Acronyms ...............................................................xiii Preface ...............................................................................................................xv Acknowledgments ...........................................................................................xvii Authors .............................................................................................................xix I General Introduction .............................................................................1 I.1 What to Expect ...............................................................................13 I.2 Unique Features ..............................................................................14 I.3 Mind Teasers ...................................................................................16 1 What Is Marketing? ..............................................................................17 1.1 I ntroduction ....................................................................................18 1.2 What Is Marketing in the Context of Project Feasibility? ................18 1.3 Who Are the Marketing Experts? ....................................................19 1.4 Marketing for the Vast Majority ......................................................20 1.5 What Do We Put in the Market? .....................................................21 1.6 Why Do We Market Products, Services, Ideas, Experiences, or Projects? ..................................................................22 1.7 Where Does Marketing Theory Come From? ..................................23 1.8 Where Does Marketing Take Place? ................................................24 1.9 What Defines a Market? ..................................................................25 1.10 Who Are the Other Market Agents? ................................................31 1.11 Can Marketing Actions Be Misinterpreted? ....................................34 1.12 What Are the Basic Marketing Models? ..........................................36 1.12.1 O perational Models ............................................................36 1.12.1.1 Operational Models Pertaining to Marketing Experts .................................................................36 1.12.1.2 Operational Models Pertaining to Consumers .....39 1.12.1.3 Operational Models Pertaining to the Sellers ......42 1.12.2 Consumer Behavior Models ................................................43 1.12.2.1 N eeds ...................................................................43 1.12.2.2 O pportunity ........................................................49 1.12.2.3 Supply and Demand Curves ................................51 vii viii ◾ Contents 1.12.2.4 P rofiles .................................................................54 1.12.2.5 Apprehension and Perceived Risk (Threat) ...........58 1.12.3 Strategic Models Used by Marketers ...................................61 1.12.3.1 P rofit-Seeking .......................................................61 1.13 Conclusion ......................................................................................62 1.14 M ind Teasers ...................................................................................62 2 What Is Marketing Management? ........................................................65 2.1 I ntroduction ...................................................................................66 2.2 Six Components of Marketing Management ..................................66 2.2.1 I nnovation ..........................................................................67 2.2.2 S egmentation ......................................................................70 2.2.3 Positioning (and Competition) ............................................73 2.2.4 Targeting and the 4Ps .........................................................82 2.2.5 Differentiation (and Branding) ..........................................90 2.2.6 L oyalty Building .................................................................95 2.2.7 Summary ............................................................................98 2.2.8 The Marketing Plan ............................................................99 2.3 C onclusion ......................................................................................99 2.4 M ind Teasers .................................................................................103 3 What Is a Project? ...............................................................................107 3.1 Introduction ..................................................................................107 3.2 More on the Definition of Projects ................................................109 3.3 What Is the Iron (Bermuda) Triangle? ...........................................113 3.4 What Are a Project’s Lifecycle and Key Components? ...................114 3.5 What Are the 4Ps of Projects? ........................................................117 3.6 What Are a Project’s Points? ..........................................................120 3.6.1 P oints-of-No-Return .........................................................121 3.6.2 Points of Autonomy ..........................................................121 3.6.3 Other Critical Points: Benchmarks, Stage Gates, and Milestones ..................................................................122 3.7 W hat Are the Key Consensus Factors (KCFs)? ..............................123 3.8 What Is a Causal Chain? ...............................................................128 3.9 Conclusion ....................................................................................130 3.10 Mind Teasers .................................................................................131 4 What Is Marketing Feasibility of Projects? ........................................133 4.1 I ntroduction ..................................................................................134 4.2 What Are Prefeasibility Studies? ....................................................135 4.3 What Are the Five Frames of Prefeasibility Analysis? .....................138 4.3.1 Definition (Structural and Functional Elements) ..............138 4.3.2 R isks .................................................................................140 4.3.3 Potentiality........................................................................141 Contents ◾ ix 4.3.4 P arameters ........................................................................142 4.3.5 Key Success Factors and Key Failure Factors (KSFs and KFFs) ...............................................................142 4.4 What Are Feasibility Studies? ........................................................144 4.5 The Six Tools Used in Feasibility Studies .......................................146 4.5.1 The 4Ps of Project Management ........................................148 4.5.1.1 P lan ....................................................................149 4.5.1.2 S ummative Triangle ...........................................149 4.5.1.3 C ritical Points ....................................................150 4.5.1.4 Structural and Functional Elements ...................150 4.5.1.5 Non-Descriptive Variables ..................................151 4.5.1.6 Processes ............................................................155 4.5.2 P RO ..................................................................................156 4.5.3 P OV ..................................................................................158 4.5.3.1 Risks ..................................................................162 4.5.3.2 SVOR ................................................................162 4.5.4 P OE ..................................................................................164 4.5.5 P OW ................................................................................165 4.5.6 PWP .................................................................................166 4.6 What Are the Particularities of the Marketing Feasibility Analysis of Projects? .......................................................................175 4.7 C onclusion ....................................................................................178 4.8 Mind Teasers .................................................................................180 5 What Do Marketing Experts, Project Managers, and Clients Have in Common? ..............................................................................183 5.1 Introduction ..................................................................................184 5.2 Project Managers and Clients ........................................................185 5.2.1 Clients’ Needs and Involvement ........................................186 5.2.2 How Do Clients and Project Managers Consider Each Other? ......................................................................190 5.2.3 Benefits and Problems to Clients’ Involvement..................192 5.2.4 Benefits .............................................................................193 5.2.5 Failures and Problems .......................................................198 5.3 What Are the Nine Factors of Trouble? ........................................200 5.3.1 Pressure to Perform ...........................................................202 5.3.2 R ework .............................................................................203 5.3.3 Demotivating Factors .......................................................204 5.3.4 Discretion .........................................................................207 5.3.5 Escalation of Commitment (or Over-Commitment) Versus Loyalty ...................................................................207 5.3.6 E ntrapment .......................................................................207 5.3.7 C lients’ Inadequacy ..........................................................208
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