作者：Karol Atotubo 13 年以前
303
Central topic
Marketing Plan
Marketing Program
Distribution Strategy
new method
increased volume
achieved
present method
Promotion Strategy
Price Strategy
Break even Analysis
position
vs potential substitutes
Product Strategy
packaging
quality
achievement
how
unique
Parts 1 to 6
sets the stage
marketing mix
Financial Data and Projections
5 year Projections
Profits
Operating
Gross
net sales
judgement forecast
Past Sales Revenues
graphs
Implementation Plan
Gantt Charts
tactical decisions
responsibilities
deadlines
HOW
plans
to
results
Evaluation & Control
Contingency Plan
Comparison
sales
actual
vs
projected
Appendices
Rules
layout
design
presentation
care
suoerlatives
positive
direct
professional
appropriate
terms
business
active voice
present tense
headings
subheadings
bullets
emphasis
succinctness
visuals
illustrations
pictures
charts
pages
15-35
Purpose
Conveys
aspirations
ideas
analysis
Roadmap
marketing activities
context
scope
TOC
Product Market Focus
Positioning
communicates
clearly
POD
prospective customers
Points of Differnece
uniqueness
vs competitors
Target Markets
Product-Market Matrix
specific
niches
Marketing & Product Objectives
planned
targets
measured
chances
increased
Situational Analysis
Customer
insights
trends
characteristics
WHO
demographics
Company
enablers
success
strengths
Competitors
provide
confidence
plan
solid
foundation
marketing strategies
realistic understanding
Industry
backdrop
customers
competition
SWOT
Snapshot
where
company
is
solid foundation
spingboard
actions
Strategic Focus and Plan
Core competency
Sustainable competitive advantage
Goals
Financial
public offering
profit
growth
Non-financial
top
product line
target market share
image
Mission Statement
focuses
activities
stakeholder
Direction
consistent
marketing plan actions
Company Description
Recent
successes
history
Executive Summary
sells
brevity
clarity
2 pages
max
