Marketing Plans Business Plan Demographics Price Market Segmentation SWOT Goals / Objectives Market Marketing Mix / 4Ps Target Market Product Geographics Place Psychographic Promotion Demographics Price Market Segmentation Market Concept Goals / Objectives Executive Summary Product Goals / Objectives Place Marketing Mix / 4Ps Promotion In a business plan There is a section called: The Marketing Plan The Marketing plan contains Marketing objectives (goals) that the business would like to obtain. The Marketing Concept States that business must satisfy customer needs and wants to make a profit. Executive Summary Is a brief overview of the entire marketing plan, addressing each topic. SWOT Analysis Strengths Weaknesses Opportunities Threats A Market is The potential customers who share common needs and wants and have the ability and willingness to buy a product. The Target Market is A group of potential customers. These customers are always described in Geographic, Demographic and Psychographic terms Geographics are Where customers live, usually as a zip code. Psychographics are A customers life-style Demographics are Characteristics of a population that show a picture. Examples of demographics are: Age, Marital Status, Race, Religion, Income, Profession or Gender. Segmenting a market Is describing customers in Geo, Demo & Psycho graphic terms, who are likely to buy a particular product. All objectives (goals) Must be S.M.A.R.T. Specific Measurable Attainable Realistic Timely Each marketing objective Is related to a portion of the Marketing Mix The Marketing Mix The Marketing Mix is the four Ps: 1.Product 2.Place 3.Promotion 4.Price Product Positioning is: packaging, product features, product benefits, labels and branding for all the products that the company sells (AKA) Product Mix. A package is a physical container for a good. A label is part of the packaging and is used to present product information A product feature is an attribute regarding a product. A product benefit is the good the customer derives from using the product Positioning is how customers see a product. An example of this is Cadillac and is positioned as prestigious. Place / Channel of Distribution This refers to the path a product takes from the producer to the customer. (Trains, Planes, Trucks or Ships) And what businesses take ownership of the product. Each step of ownership in the product path is known as an intermediary. Place also refers to the Location on the shelf inside the retailers layout and design, so that the product can be found and compete with the products in its category. Promotion refers to Advertising, Types of Personal Selling Techniques, Service Policies, Contests, Couponing and Public Relations Price Strategy Price is how much should a business charge its customers. All of the marketing mix strategies and objectives are created in conjunction and relevance to the other objectives and are related to the business plan objectives. In other words, none of this is created in a vacuum. Each part of Marketing Mix Will always need review. Examples like this could be: Change of vendors, suppliers or location (Place) Change is advertising style, (Promotion) Change in Pricing Change packaging. (Product) Smart entrepreneurs must stay on top of changes if a business is to survive. These are Marketing Tactics