OUTLINE - Contents of the Marketing Plan The Situation...

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Contents of the Marketing Plan The Situation Analysis Marketing Problems MKTG 4890 Fall Semester 1994 Dr. Kenneth N. Thompson Market Analysis What is the basic product-market? Describe its fundamental structure in terms of: Products and services Geographic area Size in terms of unit and dollar sales Market growth projections Product life cycle stage and projections Sales cyclicality i.e. susceptibility to economic perturbation Seasonality of sales How is the market segmented? What major segmentation bases define the market segments? What are the major differences between market segments in terms of Customers Product and services Benefits desired Competitive brands What unserved or underserved market segments exist? Describe each in terms of :
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Customers Product and services Benefits desired Competitive brands Customer Analysis Who are the major customers? Who are the members of the “buying center” How can they be classified? You should d istinguish between: Users Buyers What demographic and psychographic characteristics can be used to profile your customers? If dealing with industrial markets, are there size, location, sales, number of employees, SICs that can be used to characterize your industrial customers What do they buy? What specific products and services are purchased by each customer group? In what amounts are these products and services purchased? What benefits and characteristics are of most concern to these customers? What are the typical usage situations for the product category and individual brands? Why do they select a specific product/brand? For the basic product category What basic needs are being filled? What features or characteristics of the product are responsible for need fulfillment? For specific brands 2
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Why do they buy one brand rather than another? Different benefits? features? services? availability? promotion? image? price? What do they do with it? How is the product used? Identify typical usage situations Identify atypical usage situations What problems are encountered when buying and using the product? Is the product purchased or used with other products? How does this affect information search?
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OUTLINE - Contents of the Marketing Plan The Situation...

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