Marketing Plan Handbook

For any marketing course that requires the development of a marketing plan, such as Marketing Management, Marketing Strategy and Principles of Marketing. Wood, 3/e is the only planning handbook that guides students through the step-by-step creation of a customized marketing plan while offering Palo Alto's Marketing PlanPro (a commercial software) to aid in the process.<>For any marketing course that requires the development of a marketing plan, such as Marketing Management, Marketing Strategy and Principles of Marketing. Wood, 3/e is the only planning handbook that guides students through the step-by-step creation of a customized marketing plan while offering Palo Alto's Marketing PlanPro (a commercial software) to aid in the process. How do you get your students actively engaged in applying concepts while writing a marketing plan? What types of tools would you like to help guide them along in the creation process? How do you integrate the ever-changing business environment into the idea of writing marketing plans? Supports Hands-On Development of Marketing Plans. Never has a carefully crafted, properly implemented marketing plan been more important to business success. The text illustrates how marketing planning is actually applied in consumer and business markets, in large and small companies, in traditional and online businesses, and in nonprofit organizations. To reinforce this real-world view, key examples also demonstrate how today's global economy and dynamic business environment can cause marketers to change their plans as the situation evolves. Through specific features, the text encourages students to formulate imaginative, yet realistic, marketing plans. · Sample Marketing Plan. The sample plan in Appendix 1 serves as a model for the content and organization of a typical marketing plan. Students will see how a company might analyze market needs and trends, examine environmental factors, evaluate its competitive situation, set objectives for new product introduction, and build a cohesive campaign using appropriate marketing tactics. Pg. 155 · Checklists. To emphasize and outline what marketers should be asking and doing when developing competitive strategies, this text summarizes nine key areas to be examined during the planning process. Some topics include: o Identifying and evaluating market segments; Pg. 54o Planning pricing strategy; Pg. 96o Channel and logistics issues; Pg. 112o Elements of a marketing audit; Pg. 140 · Practical Planning Tips. Each chapter includes a number of special tips, shown in the margin, to help students make the transition from theory to application. These tips showcase practical aspects of planning and mention specific issues or questions to consider when developing a marketing plan. Pg. 122 How do you encourage students to work together in groups? How much time outside of class do you spend with your students walking them through the process? Would it be helpful to have an accompanying program that guides students in developing a marketing plan? Marketing Plan Pro Simplifies Planning. Palo Alto Software's highly rated software is a professional, user-friendly program for documenting marketing plans, encouraging students to work together or separately in developing a marketing plan. The software includes an introductory video, help wizards, spreadsheets and charting tools, and other valuable features to guide users through the steps of marketing analysis and planning. What kind of examples/tools will help your students gain a better understanding of current marketing campaigns, concepts, and problems? Current Examples of Marketing in Action. Each chapter features 10 or more recent examples of consumer and business marketing in action to show students how marketers plan for growth, profitability, market share, and competitive position. Pg. 114 Pg. 86 OTHER POINTS OF DISTINCTION What additional classroom tools, if any, do you use to accompany your textbook? New! Redesigned PowerPoint presentation. To supplement this new edition, a colorful, engaging PowerPoint presentation has been developed for classroom use, reinforcing key points and showing how the major concepts fit together.