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Developing a Strategic Marketing Plan…The First Step

Published by: InfoTrends

Published: Jun. 17, 2009 - 28 Pages


Table of Contents


Introduction

The Elements of a Strategic Marketing Plan Targeting the Right Customers

B2B versus B2C

B2C

B2B

Market Positioning

How do I Position my Firm?

1. Superlative: Why Choose this Supplier?

2. Label: What are the Products and Services Offered?

3. Qualifiers: Who Should Choose this Product?

4. The Benefit: What Value do you Bring? What Problem do you Solve?

Canfield & Tack… It Starts with Market Positioning

The 4 Ps of the Marketing Mix

Product: Transforming Your Product Mix

Developing and Defining the Offer

The Realities

Great Products = Revenue Growth

Pricing: It’s About Value!

What is Value?

Price versus Value

Place: Sales and Distribution in an Internet World Distribution Considerations

F.P. Horak: Driving Business Growth

VistaPrint: Leveraging Partnership Programs

Four51: Commerce Networks for Buyers and Sellers

Promotion: How to Be Noticed by Prospects and Customers

Building Awareness in a Multi-Media World

1. Advertising/Direct Mail

2. Event Marketing

3. Public Relations…The Forgotten Tool?

The Internet

New Media

Self-Promotion…It’s the Key to Success!

Conclusion

Abstract

Having a good strategic marketing plan has never been more important than it is in today’s hostile and complex competitive business environment. Often, it can be the difference between success and failure. This document will provide a “how to” perspective on building a strategic marketing plan as well as case histories from digital service providers that are evolving marketing strategies.

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