Developing a Strategic Marketing Plan: The First Step : Market Research Report

Developing a Strategic Marketing Plan: The First Step

Published by: InfoTrends/CAP Ventures

Published: May. 1, 2006 - 28 Pages

The price of this report has been reduced. The original price was $595.

Introduction
Marketing Strategy Definition and Overview
The Elements of a Strategic Marketing Plan: Targeting the Right Customers; B2B versus B2C; B2C; B2B
Market Positioning: How Do I Position my Firm?; Superlative: Why Choose this Supplier?; Label: What Are the Products and Services Offered?; Qualifiers: Who Should Choose this Product?; The Benefit: What Value Do You Bring, or What Problem Do You Solve?; Canfield and Tack: It Starts with Market Positioning; LaVigne, Inc.: Return on Communications Investment; Market Positioning Is Who You Are in the Minds of Customers
The Four “P”s in the Marketing Mix: Product: Transforming Your Product Mix; Developing and Defining the Offer; The Realities; Great Products and Revenue Growth; Price: It’s About Value; What is Value?; Getting to the Right Buyer; Effective Promotion Still Plays an Important Role; It’s Usually Not the Price!; Place: Sales and Distribution in an Internet-Enabled World; Distribution Considerations; Promotion: How to Get Noticed by Prospects and Customers
Awareness, Consideration, and Hit Rate: How Do You Build Awareness in a Multi-Media World?; Self-Promotion: It’s Key to Success!
In Conclusion

Abstract

This report provides the process for developing an effective strategic marketing plan—the foundation of every business. It provides an overall structure for print service providers that guides the process of determining appropriate target markets for products and services, detailing the customer’s wants and needs and then fulfilling those wants and needs better than competitors, to deliver double-digit revenue growth in a challenging economic environment.

The report defines the strategic market planning process and includes examples of how graphic communications service providers have successfully developed their marketing strategies.

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Developing a Strategic Marketing Plan: The First Step

Table of Contents

Abstract