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Lecture Marketing (12/e): Appendix A – Kerin, Hartley, Rudelius

Appendix A: Building an effective marketing plan. This topic will describe: Marketing plans and business plans: meanings, purposes, and audiences; marketing plan outline: situational analysis, market-product focus, marketing program; | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. MARKETING PLANS AND BUSINESS PLANS AppA- MARKETING PLANS AND BUSINESS PLANS MEANINGS, PURPOSES, AND AUDIENCES “New Ideas are a Dime a Dozen” Target Audience and Purpose Kind and Complexity of the Organization Business Plan Industry AppA- FIGURE A-1 Elements in typical marketing and business plans targeted at different audiences AppA- MARKETING PLANS AND BUSINESS PLANS QUESTIONS ASKED BY OUTSIDE AUDIENCES Is the Marketing/Business Idea Valid? Is the Idea Distinctive? Is There a Market for the Offering? Are the Financial Projections Realistic? Are the Key Personnel Capable? Will Investors Get Their Money Back? AppA- MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS Use a Direct, Professional Style Be Positive and Specific; Avoid Superlatives Use Numbers for Impact Use Bullet Points AppA- MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS Use A-Level and B-Level Headings Use Visuals—Photos, Illustrations, Graphs, and Charts Develop a Plan that is 15-20 Pages Use Care in Layout, Design, and Presentation AppA- MARKETING PLAN OUTLINE Table of Contents Company Description Executive Summary Strategic Focus and Plan Mission Goals Core Competency and Competitive Advantage Financial Non Financial AppA- MARKETING PLAN OUTLINE Situational Analysis SWOT Analysis Industry Analysis Competitor Analysis Company Analysis Customer Analysis AppA- MARKETING PLAN OUTLINE Market-Product Focus Marketing and Product Objectives Target Markets Points of Difference Positioning AppA- MARKETING PLAN OUTLINE Marketing Program Product Strategy Price Strategy Promotion Strategy Place (Distribution) Strategy AppA- MARKETING PLAN OUTLINE Financial Data and Projections Past Sales Revenues Five-Year Projections AppA- MARKETING PLAN OUTLINE Organization Evaluation Implementation Plan Appendix A: Key Personnel Biographies Appendix B: Detailed Financial Projections AppA- Business Plan A business plan is a road map for the entire organization for a specified future period of time, such as one year or five years. AppA- | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. MARKETING PLANS AND BUSINESS PLANS AppA- MARKETING PLANS AND BUSINESS PLANS MEANINGS, PURPOSES, AND AUDIENCES “New Ideas are a Dime a Dozen” Target Audience and Purpose Kind and Complexity of the Organization Business Plan Industry AppA- FIGURE A-1 Elements in typical marketing and business plans targeted at different audiences AppA- MARKETING PLANS AND BUSINESS PLANS QUESTIONS ASKED BY OUTSIDE AUDIENCES Is the Marketing/Business Idea Valid? Is the Idea Distinctive? Is There a Market for the Offering? Are the Financial Projections Realistic? Are the Key Personnel Capable? Will Investors Get Their Money Back? AppA- MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS Use a Direct, Professional Style Be Positive and Specific; Avoid Superlatives Use Numbers for Impact Use Bullet Points AppA- MARKETING PLANS .