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NAVIGATION
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5. Identify
and understand the competition
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As part of the
market planning process, you must learn about your competitors and how
to position yourself in relation to them. Describe your strengths and
what you want to emphasize. Once you identify both direct and indirect
competition (for example, the Internet as indirect competition), you
can determine how and why your services are special and benefit users
in a particular way. You can compete based on value, price, product, or
service, or some combination of these. Your unique position in the
marketplace must be touted in your marketing programs and marketing
literature. |
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6. Establish
Marketing Goals that are Measurable
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Marketing goals can
include setting the number of new clients you would like to acquire,
the number of people you would like to reach, or the amount of income
you would like to generate. Be realistic and practical in establishing
your goals. Take a good look at the available skills and resources that
you can commit to implement and integrate your goals into your
marketing plan effectively. Study the budget requirements for the
strategies you select and plan accordingly. |
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7. Monitor
your results carefully
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By monitoring
results, you determine which of your marketing strategies are working
and which are not. Identify strategies that generate leads and sales.
This involves tracking and evaluating customers’ responses to each
marketing strategy. Survey or interview regular users for comments
about why they find a service important. As you get to know your repeat
clients better, meet with them for detailed feedback and ask them for
ideas and suggestions about how you can introduce your products and
services to more prospects who are just like them. Client comments are
invaluable for creating or enhancing your market literature, and you
can also learn and incorporate terms or language common to a particular
user group through this process. Just as valuable, these interviews
lead to statements that can be used as testimonials (with permission of
course) and in future brochures and promotional activities.
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