Marketing Your Business: A Guide to Developing a Strategic Marketing Plan PDF
Preview Marketing Your Business: A Guide to Developing a Strategic Marketing Plan
Ronald A. Nykiel, PhD Marketing Your Business A Guide to Developing a Strategic Marketing Plan “Atthistimewhenboardsofdi- Pre-publication rectorsandtopmanagementare REVIEWS, concerned about where their future COMMENTARIES, growth is coming from, Dr. Nykiel’s EVALUATIONS... MarketingYourBusinessisamustread. Itispackedwithgreatinformationand “MarketingYourBusinessisfarmore iseasytoread.Thebooktakesthefuz- beneficialthanbasicmarketing zinessoutofmarketing.Iwishhehad textbooks.Itisthetypeofbookthatcan writtenitbeforewestartedBoardroom beusedintheclassroomaswellasby Consultants,butit’snottoolate!” entrepreneurs and managers who are operatinganytypeofbusinessventure. RogerM.Kenny,MBA The text not only provides the reader ManagingPartner, with a wealth of knowledge, but also BoardroomConsultants insights into marketing activities that canbeusedtoenhancesalesandmain- tainacompetitiveedge.Thebookcon- tainsavastamountofhelpfulinforma- tionthatcanbeeasilyunderstoodand “Onceagain,RonNykielhasde- followed.Dr.Nykiel’sbookoffersmany velopedacommonsense,easy toolsfordevelopingastrategicmarket- toreadandusemarketingguidebook. ing plan, which any type of business, His chapters on crisis management, profitornonprofit,coulduse.Iwould onmarketing,andonmarketinglaws definitely recommend the use of this areparticularlytimely.Marketingprac- textbystudents,scholars,andbusiness professionals.” titionersandstudentswillfindmuch valueinMarketingYourBusiness.” PenderB.Noriega,DBA,CHE DivisionChairperson, JamesC.Makens,PhD SanJoaquinDeltaCollege, AssociateProfessorofManagement, Stockton,California; WakeForestUniversity, Co-author,CostControl BabcockGraduateSchool intheHospitalityIndustry ofManagement NOTES FOR PROFESSIONAL LIBRARIANS AND LIBRARY USERS ThisisanoriginalbooktitlepublishedbyBestBusinessBooks®,an imprintofTheHaworthPress,Inc.Unlessotherwisenotedinspecific chapterswithattribution,materialsinthisbookhavenotbeenprevi- ously published elsewhere in any format or language. CONSERVATION AND PRESERVATION NOTES AllbookspublishedbyTheHaworthPress,Inc.anditsimprintsare printedoncertifiedpHneutral,acidfreebookgradepaper.Thispaper meetstheminimumrequirementsofAmericanNationalStandardfor Information Sciences-Permanence of Paper for Printed Material, ANSI Z39.48-1984. Marketing Your Business A Guide to Developing a Strategic Marketing Plan BEST BUSINESS BOOKS Robert E. Stevens, PhD David L. Loudon, PhD Editors in Chief Strategic Planning for Collegiate Athleticsby Deborah A. Yow, R. Henry Migliore, William W. Bowden, Robert E. Stevens, and David L. Loudon Church Wake-Up Call: A Ministries Management Approach That Is Purpose-Oriented and Inter-Generational in Outreach by William Benke and Le Etta N. Benke Organizational Behaviorby O. Jeff Harris and Sandra J. Hartman MarketingResearch:TextandCasesbyBruceWrenn,Robert Stevens,andDavidLoudon Doing Business in Mexico: A Practical Guideby Gus Gordon and Thurmon Williams EmployeeAssistance Programs in Managed Care by Norman Winegar Marketing Your Business: A Guide to Developing a Strategic Marketing Planby Ronald A. Nykiel Marketing Your Business A Guide to Developing a Strategic Marketing Plan Ronald A. Nykiel, PhD Best Business Books® An Imprint of The Haworth Press, Inc. New York • London • Oxford Published by BestBusinessBooks®,animprintofTheHaworthPress,Inc.,10AliceStreet,Binghamton,NY 13904-1580. ©2003byTheHaworthPress,Inc.Allrightsreserved.Nopartofthisworkmaybereproducedor utilizedinanyformorbyanymeans,electronicormechanical,includingphotocopying,microfilm, andrecording,orbyanyinformationstorageandretrievalsystem,withoutpermissioninwriting from the publisher. Printed in the United States of America. Cover design by Jennifer M. Gaska. Library of Congress Cataloging-in-Publication Data Nykiel, Ronald A. Marketingyourbusiness:aguidetodevelopingastrategicmarketingplan/RonaldA.Nykiel. p. cm. Includes bibliographical references and index. ISBN 0-7890-1769-5 (alk. paper)—ISBN 0-7890-1770-9 1.Marketing—Decisionmaking.2.Marketing—Management.3.Marketing—Planning.I.Title HF5415.135 .N957 2002 658.8'02—dc21 2002071137 CONTENTS Preface xi Acknowledgments xiii Introduction xv PART A: THE STRATEGY SELECTION PROCESS 1 Chapter 1. Defining Your Business Strategy 3 Case Example 1: Another Perspective 5 Case Example 2: Providing Value and Reducing Costs 6 Chapter 2. Assessing Focal Points 9 Types of Marketing Research 10 Marketing Research Techniques 14 Marketing Research Presentation Tools 18 Case Example 1: Looking Within 26 Case Example 2: Mailing Less and Making More 27 Chapter 3. Selecting Strategies 29 Positioning Strategies 29 Case Example 1: Positioning to Perfection 42 Case Example 2: Speed, Reliability, and Convenience 44 PART B: SELECTING WEAPONRY 47 Chapter 4. Advertising 49 Advertising Guidelines 49 The Six-Step Advertising Process 52 Do It Yourself or Select an Agency? 54 Advertising Types and Themes 57 Market Coverage 60 Media Selection 62 Case Example 1: Extreme Target Market Execution 69 Case Example 2: Icon Power 72 Chapter 5. Public Relations 75 What Public Relations Is 76 Tools of Public Relations 82 Case Example 1: Sources and Experts 87 Case Example 2: The Power of the Survey and Award 88 Chapter 6. Promotions 91 Keys to Successful Promotions 92 Types of Promotions 94 Case Example 1: More Than a Promotion 99 Case Example 2: Left Brain/Right Brain 100 Chapter 7. Merchandising 103 Types of Merchandising 104 Merchandising Your Employees 107 Merchandising Checklist 109 Case Example 1: Accessories and Gifts 110 Case Example 2: Color Themes 111 Case Example 3: Psychological Merchandising 111 Chapter 8. Database Marketing 113 Database Systems 114 Sales Through Direct Mail 118 Case Example 1: The Check Is in the Mail 121 Case Example 2: By Invitation Only 122 Chapter 9. Electronic Marketing 123 Internet Uses 123 Electronic Marketing Checklist 125 Case Example 1: Making It Work for Everyone 126 Case Example 2: Major Mistakes 126 Chapter 10. Packaging 129 Benefits of Packaging 130 Case Example 1: Being Different 132 Case Example 2: Riding a Wave and Right Name/ Right Color 132 Chapter 11. Branding 135 Brand Strategy 135 The Measurement of Brand Associations 138 Case Example 1: The Character of a Brand 144 Case Example 2: Name Compatibility 144 Chapter 12. Pricing 147 Pricing Techniques 151 Case Example 1: Winning with the Same Price 154 Case Example 2: Paying Later Adds Value and Moves Product 154 Chapter 13. Sales 157 Changing Strategy 157 Personal Sales 158 Knowledge Acquisition 160 Selling Strategies 165 Measuring and Rewarding 169 Case Example 1: The Tale of the Two Inns 174 Case Example 2: The Worthwhile Investment 175 Chapter 14. Customer Service 179 Customer Service Strategies 179 Case Example 1: Really Tailored Customer Service 193 Case Example 2: A Total Customer Mentality 195 Chapter 15. Crisis Management 199 Five Key Steps in Crisis Management 203 Case Example 1: What Not to Do 204 Case Example 2: The Unbreakable That Wasn’t 204
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