List of Examples

Chapter 1: Successful Marketing Plans Eliminate the Negatives

Summary Marketing Plan for: Energizer EZ Change Hearing Aid Batteries Eveready Battery Company, Inc. 2000

Chapter 2: Successful Marketing Plans Often Solve Consumer Problems

Summary Marketing Plan for: Wooster Jumbo-Koter ^TM Wooster Brush Company2002

Chapter 3: Benefits Must Be Perceived by Customers

Summary Marketing Plan for: Philips Long-Life Lightbulbs Philips Lighting Company 2001

Chapter 4: Consumer and Retailer Convenience Is Critical

Summary Marketing Plan for: Leggs Hosiery Sara Lee Hosiery 1969

Chapter 5: Effectiveness Leads to Repeat Purchases

Summary Marketing Plan for: Zicam Cold Remedy Nasal Gel Matrixx Initiatives, Inc. 1999

Chapter 6: Preemptive Ventures Are Often Winners

Summary Marketing Plan for: Treo ^TM Mobile Phone, Web/E-Mail Device, and Organizer Handspring, Inc. 2001

Chapter 7: Secondary Research to Develop Market Reviews

Marketing Plan for: Satellite Brand Alkaline Batteries Consumer Product Division Hsinchu Electric Company, Ltd. April 14, 1997

Chapter 8: Using Telephone Surveys in Completing Market Reviews

Marketing Plan for: The Executive Conference Phone Quinn Technologies Corporation October 1, 1999

Chapter 9: Market Reviews Completed with Online Surveys

Marketing Plan for: Tiffany Table Mats and Napkins Coil Industries April 7, 2000

Chapter 10: Focus Groups Can Be the Key to Understanding the Consumer

Marketing Plan for: Craftmaster Hardware Products Santos International Corporation July 1, 2002

Chapter 11: Using Online Consumer Qualitative Research

Marketing Plan for: Eagle Central Air Conditioners Zhenzhou Electric Company July 1, 1999

Chapter 12: Using Ethnographic Research t o Understand Consumers

Marketing Plan for Twinkle Baby Shoes Accola Shoe Corporation December 1, 2001

Chapter 13: The Role of Trade Research in Marketing Planning

Marketing Plan for: Selecto Housewares Boutiques Zion Housewares Corporation January 15, 2001

Chapter 14: Putting It All Together

Marketing Plan for: New Top Plastic Laminates JPK Counter Top Corporation March 1, 2001