For original equipment manufacturers and for

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For original equipment manufacturers and for manufacturers of industrial products, indicate the plans for trade show participation, trade magazine advertisements, direct mailings, the preparation of product sheets and promotional literature, and use of advertising agencies. For consumer products, indicate what kind of advertising and promotional campaign is planned to introduce the product. Specify types of media to be employed and what kinds of sales aids will be provided to dealers, what trade shows, and so forth, are required. Present a schedule and approximate costs of promotion and advertising (direct mail, telemarketing, banner ads, catalogs, etc.). Determine the total marketing budget required. Note any viral or buzz marketing efforts you plan to employ. F. Publicity What methods will you use to get free publicity for your business? What sort of guerrilla publicity tactics will you employ? How might you create news ’ about your business ? G. Distribution Strategy (needed if you are selling through a middleman such as a wholesaler or retailer) : Describe the channel of distribution though which you plan to sell. How will you gain access to these channels? Note any special issues that need to be resolved, or present potential vulnerabilities. Discuss the value chain and the resulting margins to be given to retailers, distributors, wholesalers, and salespeople and any special policies regarding discounts, exclusive distribution rights, and so on, given to distributors or independent sales representatives and compare these to those given by your competition. Explain any methods to be employed to obtain distributor cooperation and support. If international sales are involved, note how these sales will be handled, including distribution, shipping, insurance, credit, and collections.
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IMAGINE > BELIEVE > CREATE 16 H. Customer Service (can be covered here or in the OPERATIONS section) How will customer service be defined and measured? What system will you have in place to manage customer service and ensure service levels are consistent? I. Warranty or Guarantee Policies: If your company will offer a product that will require service, warranties, or training, indicate the importance of these to the customers’ purchasing decisions and discuss your method of handling service problems. Describe the type and terms of any warranties to be offered, whether company service people, agencies, dealers and distributors will handle service, or simply return to the factory. Indicate the proposed charge for service calls and whether service will be a profitable or loss operation. Compare your service, warranty, and customer training practices to those of principal competitors.
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