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| Introduction | |
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| The Quick Strategic Marketing Plan | |
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| What business are you in? | |
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| Summary for Chapter 1 | |
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| Marketing Overview | |
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| What do you sell? | |
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| Who are your target markets? | |
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| What are your marketing goals for next year? Your sales and profit goals? | |
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| What might keep you from achieving these goals? | |
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| What is your marketing budget? | |
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| Summary for Chapter 2 | |
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| Products and Services | |
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| What are the benefits of your products and services? | |
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| What is the Unique Selling Proposition (USP) of your products and services? | |
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| What product or service is the best contributor to your overhead and profits? Your worst? | |
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| Summary for Chapter 3 | |
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| Customers and Prospects | |
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| Who are your current customers? | |
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| What are their buying habits? | |
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| Why do they buy your goods and services? | |
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| Who are your best customers and prospects? | |
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| What is your market share? | |
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| Is your market share growing, shrinking, or stable? | |
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| Is the market itself growing, shrinking, or stable? Is it changing in other ways? | |
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| Summary for Chapter 4 | |
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| Competitive Analysis | |
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| Who are your competitors? | |
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| What do your competitors do better than you? | |
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| What do you do better than your competitors? | |
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| What is your competitive position? | |
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| Summary for Chapter 5 | |
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| Price Setting | |
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| How do you establish prices? | |
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| Summary for Chapter 6 | |
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| Location and Sales Practices | |
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| How does your location affect you? | |
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| What are your sales practices? | |
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| Summary for Chapter 7 | |
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| Strengths and Weaknesses | |
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| What are your business's strengths? | |
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| What are your business's weaknesses? | |
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| Summary for Chapter 8 | |
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| Advertising and Promotion | |
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| What is your advertising and promotion budget? | |
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| What are your promotional and advertising objectives? | |
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| How do you promote your business? | |
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| Summary for Chapter 9 | |
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| Strategic Marketing | |
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| What marketing problems have you discovered so far? | |
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| How do you plan to solve these problems? | |
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| Are the goals stated in Chapter One still valid? If not, what are your new goals? | |
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| How do you plan to achieve these goals? | |
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| Summary for Chapter 10 | |
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| The Marketing Plan | |
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| Summary for Chapter 11 | |
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| Marketing and the Internet | |
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| Summary for Chapter 12 | |
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| Summary of Questions and Marketing Plan Outline | |
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| Marketing Plan for R. D. Montville and Associates | |
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| Marketing Plan for Delicious Delectables | |
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| Worksheets | |
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| Resources | |
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| Glossary | |
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| Index | |