| Marketing Guide |
| Table Of Contents |
| Introduction |
| Purpose of This Marketing Planner |
| How this Planner has been compiled. |
| Reference Book Used in This Planner |
| Written Examples |
| What Is Marketing? |
| Marketing Definitions |
| Products/Service |
| Service Categories |
| Price |
| Promotion |
| Place |
| Why Is It Important to Market Your Company? |
| You’re Marketing Now (Whether you know it or not) |
| Sales & Marketing-How They Relate |
| Business Plan vs. Marketing Plan |
| Summary |
| Section Two |
| Parts of Your Marketing Plan |
| Introduction |
| Additional Planning Exercises |
| Customers |
| Customer Profile |
| It all starts with customers and defining who they are. |
| What’s Important to these people? |
| Why do they buy from you? |
| Customer Buying Patterns |
| Customer Behavior |
| Impulse or Planned Purchase |
| How Do Your Competitors Influence The Prospective Buyer? |
| Be Different |
| Internal Audit |
| The Inside Scoop |
| External Audit |
| Looking at your business from the outside. |
| Your Competitors |
| Competitive Advantage |
| Positioning Strategies. |
| Taking a Position |
| Marketing Sales Objectives |
| Tactics |
| Implementing Your Plan |
| Budgeting |
| Not Just a Pretty Report |
| Stay The Course |
| Section Three |
| Spread Sheet: Sales & Marketing Budget |
| Spread Sheet: Budget Summary |
| Spread Sheet: Implementation Schedule |
| Sample Marketing Plan |
| Appendix |
| Files On Disk |
| Sample Survey Request Letter |
| Sample Customer Survey/Questionnaire |