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The PlanMagic Marketing guide is a comprehensive guide
(over 100 pages) aimed at assisting you with help on entering plan data or
using the marketing analysis and marketing planning workbooks. It also provides lots of useful information on
many related subjects. Here's a quick overview of the main chapters and subjects.
Marketing Analysis (Advanced Edition only)
Introduction
- How to use
- The introduction
- Assumptions
- Company overview
- the outside world
Marketing data
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Internal factors
- types of organizations
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External factors
- examples of changes in the outside world
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The current product mix
- marketing instruments for the product policy
- product differentiation and positioning
- the product categories
- the product life cycles
- external factors per product line
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Market analysis
- market approach
- marketing strategies
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Customer group analysis
- market research
- market research
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Competitor research
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Current pricing analysis
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Distribution channels
- checklist
- distribution methods
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Marketing personnel
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Human resource development
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Market research
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Advertising & promotion
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Strength & weakness analysis
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Problems & possibilities
Conclusions
- Conclusions
- Actions
- Ratios
- Time table
Considerations
- Mistakes
- Chances
- Unique Selling Proposition
- Choosing a strategy
- market segmentation
- build-up/maintain strategies
- Publicity
Marketing Planning
Introduction
- How to use
- The introduction
- what is marketing?
- Assumptions
- Company overview
- market share & market potential
- the outside world
Marketing mix
- Internal factors
- types of organizations
- External factors
- examples of changes in the outside world
- The product mix
- profit to volume ratio
- marketing instruments for the product policy
- Unique Selling Proposition
- product differentiation and positioning
- External factors per product line
- The suppliers
- The target markets
- market research
- market approach
- marketing strategies
- The customer groups
- The competition
- market growth
- Pricing policy
- Distribution mix
- checklist
- distribution methods
- Marketing personnel
- Human resource development
- Market research programs
- primary research
- secondary research
- Marketing goals & strategies
- strategies
- Advertising & promotion
- writing an ad
- advertising objectives
Sales projections
- Sales projections monthly (3 years)
- Sales projections annual (5 years)
Budgeting & control
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Marketing budget
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Evaluation & progress control
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Ratios
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Time schedule
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Mistakes
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Chances
- Unique Selling Proposition
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Choosing a strategy
- market segmentation
- build-up/maintain strategies
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Publicity
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