1. Marketing Plan

2. Marketing Plan Inputs and Outcomes
What do you know.
Target Market
Customer demographics
Products/ Service type
What you need to define.
What is our pricing schedule?
Advertising
Publicity
Grand opening
Sales promotions
Sales tactics
How much with this plan cost?
Initial and ongoing.

3. Pricing Objectives What are pricing objectives?
What strategies can marketers use to determine a product’s price?
Pricing Objectives:
Target profit
building traffic
increasing market share
increasing sales
crating an image
Meeting social goals
Pricing strategies
Skimming strategy: price when no competition
Penetration strategy: priced low to attract customers
Demand oriented: based on consumer demand not cost
Competition oriented: based on competitors pricing
Pricing is easy to copy
Great service, educating consumers, establishing relationships
Why do companies use non-pricing strategies

4. Promotion Promotion is an attempt to influence
What are the four traditional promotional tools that make up the promotion mix?
What are the advantages of using the various media?
Advertising, personal selling, public relations and sales promotion
Newspapers
Television
Radio
Magazines
Outdoor
Direct mail
Yellow pages
internet
Infomercial show products in use and present testimonials to help sell goods and services
Why the growing use of infomercials?

5. Selling Distribution venues The seven steps of the selling process:
Prospect & qualify
Pre-approach
Approach
Make presentation
Answer objections
Close sale
Follow-up
Analyzes customer needs and finds a solution
More than a regular presentation style salesperson
Do not forget Distribution. Where will you offer the product.
What is a Consultative salesperson do?
Distribution venues

6. Public Relations
PR is the function that evaluates public attitudes changes policy and procedures in the public request and executes a program of action and information to earn public understanding and acceptance.
What are the three major steps in a good public relations program?
Listen to the public
develop policies and procedures in the public interest
inform people that you’re being responsive to their needs
The talking part of sales promotion;
information that is distributed by the media that is not paid for
Greatest advantage is believability
What is publicity?

7. Sales Promotions
How are sales promotions used within and outside the organization?
Motivates people to buy and to sell
Samples, coupons, cents-off deals, displays, store demos, premiums
Hype on internet
Guerrilla marketing
How is Word-of-Mouth being used in promotions today?

8. Promotion Strategies What are the various promotion strategies?
How do you set-up an integrated marketing communication system?
Push strategy: uses ads, personal selling, sales promotion to convince wholesalers and retailers to stock products
Pull Strategy: heavy advertising and promotion is to customer
Listen constantly to all groups affected by the org, keep info in database.
respond quickly to customer and other stakeholder info by adjusting company policies and practices and designing products and services wanted by the market
let customers and stakeholders know that the firm is listening and responding
Gather data constantly about groups
respond quickly
make it possible for customers and potential customers to obtain info they need to make a decision
How do you set-up interactive marketing programs?

9. Marketing Plan Examples
Sagebrush Sam
Pegasus