Chapter 1 : The Context of the Forest Industry and its Markets

1.1 GLOBAL FORESTS

1.1.1 Plantations

1.2 GLOBAL MARKETS

1.3 MAJOR SOCIETAL-LEVEL DEVELOPMENTS

1.3.1 Globalization

1.3.2 Population and demand growth

1.3.3 Sustainable development

1.3.3.1 The Greening of Markets

1.3.3.2 Climate change mitigation

1.3.4 Advent of the Circular Bioeconomy

1.4 THE CONTEXT OF THE FOREST INDUSTRY

1.4.1 Profitability Woes

1.4.1.1 The Great Recession

1.4.1.2 Industry consolidation

1.4.2 Increased environmental responsibility

1.4.2.1 Environmental management

1.4.2.2 Corporate Responsibility

1.4.3 Industry 4.0

1.4.4 An increased marketing sophistication

1.4.4.1 Servitization

1.4.4.2 Value added

1.5 WHY ALL THIS MATTERS

1.6 CHAPTER QUESTIONS

Chapter 2: Understanding Forest Products Marketing

2.1 MARKETING AND ITS FUNCTIONS

2.1.1 Possible Roles of Marketing

2.1.2 Defining Marketing

2.2 THE EVOLUTION OF MARKETING

2.2.1 Production and Sales Orientation

2.2.2 Market Orientation

2.2.3 Responsible Forest Industry – Responsible Marketing

2.3 PLANNING AND MODELING APPROACH TO MARKETING

2.3.1 Scientific Approach to Marketing

2.3.2 Planning Approach to Marketing

2.3.3 Models of Marketing

2.3.4 Modeling the Marketing Environment

2.4 INTEGRATED MODEL OF MARKETING PLANNING

2.4.1 The Origin and Development of the Model

2.4.2 The Structural Elements of the Model

2.4.3 The Decisions Needed for Marketing Execution

2.5 NEW MARKETING DESIGNS AND BUSINESS MODELS

2.6 MAKING THE FUTURE OF MARKETING

2.6.1 The Ability to Do the Right Thing

2.6.2 The Ability to Do Things Right

2.6.3 The Ability to Identify and Use the Best Available Tools

2.7 THE STRUCTURE OF THE BOOK VERSUS THE IMMP

2.8 CHAPTER QUESTIONS

Chapter 3: The Marketing Environment, an Information Approach

3.1 INTEREST IN INFORMATION

3.1.1 Changing Focus of Marketing

3.1.2 SWOT Analysis

3.1.3 Special Interest in Competition Information

3.1.4 Marketing Planning and Knowledge Management

3.2 THE INFORMATION ENVIRONMENT MODEL

3.3 MACRO ENVIRONMENT

3.3.1 The Demand for Products

3.3.2 The Supply of Products

3.3.3 The Other Macro Environment

3.3.4 Information Sources of Macro Environment

3.4 MICRO ENVIRONMENT OF MARKETING PLANNING

3.4.1 Competitors

3.4.2 Distribution Systems of the Markets

3.4.3 Industrial Customers

3.5 FRAME OF REFERENCE AND ITS MEASUREMENT, GUIDING INFORMATION SCANNING

3.5.1 Market analysis Based on Secondary Data

3.5.2 Customer Analysis Based on Primary Data

3.6. CHAPTER QUESTIONS

Chapter 4: Strategy and Strategic Planning

4.1 THE CONCEPT OF STRATEGY

4.1.1 Historical Development of Strategic Planning

4.1.2 Defining Strategy and Strategic Planning

4.1.3 The General Nature of Strategy

4.2 CORPORATE STRATEGY

4.2.1 The Idea and Process of Corporate Strategic Planning

4.2.2 Mission, Visions and Values

4.2.3 Strategic Business Unit (SBU) or Strategic Business Area (SBA) Definition

4.2.4 Evaluation of the Current Business Portfolio and Making Strategic Conclusions/Decisions

4.3 BUSINESS AND MARKETING STRATEGY

4.3.1 Porter’s Generic Competitive Strategies

4.4 STRATEGIC PRODUCT DECISIONS – PRODUCTS TO PRODUCE

4.4.1 The Concept of Product

4.4.2 Choosing the Product Strategy

4.5 STRATEGIC CUSTOMER DECISIONS – WHAT CUSTOMERS TO SERVE

4.5.1 Basic Customer Decisions

4.5.2 Basis and Methods for Choosing Customers

4.6 STRATEGIC MARKET AREA DECISIONS – WHERE DO WE OPERATE?

4.6.1 Basic Market Area Decisions

4.6.2 Basis and Methods for Choosing Market Areas

4.7 CORE COMPETENCIES – PURSUING COMPETITIVE ADVANTAGE

4.8 STRATEGIC MARKETING PLANNING – MAKING THE PIECES FIT

4.8.1 Interrelationships of strategy components

4.9 CHAPTER QUESTIONS

Chapter 5: Marketing Structures

5.1 THE EVOLUTION OF MARKETING MANAGEMENT

5.1.1 Relationship Marketing

5.1.2 Information Technologies in Marketing Management

5.1.3 Supply Chain Management

5.1.4 The Future of Marketing Management

5.1.5 Choice of the Management System

5.2 ORGANIZATION

5.2.1 Basic Idea of Organizing and Organization

5.2.2 Basic Forms of Organizational Structures

5.2.3 Choice of Organizational Model

5.3 PLANNING AND INFORMATION SYSTEMS OF MARKETING

5.3.1 Marketing Planning Systems

5.3.2 Information Systems

5.3.3 Relationship between Marketing Strategies and Planning and Information Systems

5.4 MARKETING CHANNELS

5.4.1 Concept and Nature of Marketing Channel

5.4.2 Objectives and Functions of Marketing Channels

5.4.3 Structure of Marketing Channels

5.4.4 The Marketing Channel as a Social System

5.4.6 Design of Marketing Channels – Choice of Channel Structure

5.5 CHAPTER QUESTIONS

Chapter 6: Marketing Functions

6.1 BASICS OF MARKETING COMMUNICATION

6.1.1 Basic Communication Model and Concepts

6.1.2 Principles of Marketing Communication Planning

6.2 THE COMMUNICATIONS PORTFOLIO IN THE FOREST INDUSTRY

6.2.1 Personal Contacts

6.2.2 Other Marketing Communication

6.2.3 Organization of Communication in the Forest Industry

6.3 CUSTOMER SUPPORT

6.3.1 Need for Customer Support

6.3.2 Strategic Importance of Customer Support

6.3.3 Customer Support in Practice

6.4 FUNCTIONAL COMMUNICATION IN THE FOREST INDUSTRY

6.4.1 Functional Communication in Marketing

6.5 PRICING

6.5.1 Pricing Objectives and Methods

6.6 PRODUCT DEVELOPMENT

6.6.1 Concept and Context of Product Development

6.6.2 Process of Product Development

6.6.3 Role of Marketing in Product Development

6.7 PHYSICAL DISTRIBUTION

6.7.1 Physical Distribution in Context of Marketing Planning

6.7.2 Marketing Logistics

6.7.3. Transportation of Forest Products

6.7.4 Terms of Delivery (INCOTERMS)

6.7.5 Physical Distribution in Practice

6.8 CHAPTER QUESTIONS

Chapter 7: Putting together a Marketing Plan

7.1 PLANNING STAGES AND APPROACHES

7.1.1 What, When, and How to Plan

7.1.2 Information Input

7.1.3 Revealing the Planning Gap

7.1.4 Initial Marketing Planning

7.2 STRATEGIC MARKETING PLAN

7.2.1 Planning Process of Strategic Marketing

7.2.2 Real World Strategic Marketing Plan – Sawing Solutions Ltd.