Marketing Analysis in Practice, 5th Edition (Pali Marketing Idea Bank 147)

Author: Donald Lehmann
Publisher:
Publish Date: 2004-04-01
Features: This book not only innovatively constructs a framework for marketing analysis and expands its content system based on the content of a marketing plan, but more importantly, it emphasizes that the foundation of marketing analysis lies in defining competitors. Because different competitors can lead to different customer analysis, industry analysis, and sales forecasts. It can be said that this book effectively integrates the two fundamental approaches to developing a marketing plan: customer-oriented and competition-oriented. This book introduces how to conduct marketing analysis using practical marketing analysis templates and methods.
Chapter 1: Overview of Marketing Planning – Basic principles of developing a marketing plan, common mistakes made when creating plans, and a detailed outline of the marketing plan.
Chapter 2: Defining Competitors – Methods for identifying competitors at different levels.
Chapter 3: Industry Analysis – Assessing the position of the product in the market using indicators such as market growth rate, industry factors (barriers to entry), and environmental factors (e.g., regulation).
Chapter 4: Competitor Analysis – How to analyze the competitive landscape and predict competitors' future actions based on their goals, strategies, and capabilities.
Chapter 5: Customer Analysis – Managing and analyzing customer information.
Chapter 6: Market Potential and Sales Forecasting – Methods for predicting market potential, sales potential, and market share.
Chapter 7: Developing Product Marketing Strategies – Effectively applying marketing analysis methods to the development of marketing strategies.