文档介绍：MARKETING YOUR BUSINESS FOR SUCCESS
WORKSHOP INTRODUCTION
MARKETING YOUR BUSINESS FOR SUCCESS
WORKBOOK
Training Module - 3
Workshop Objectives
By the end of this workshop, you should be able to:
Determine the purpose of the marketing plan
一 Identify strategies for conducting market research
一 Identify advantages of market research
Determine what the marketing plan contains
一 Target market
Competition
Product/service
-Marketing budget
一 Location
Pricing straXegy
一 Promotional strategy
List
一 advantages of developing a marketing plan
disadvarrtages of developing a marketing plan
Prepare a marketing plan outline
Develop an effective marketing strategy
Advertising strategy
一 Promotional strategy
MARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACE
Marketing plays a vital role in successful business ventures. How well the plan you develop markets your business, along with the management and financial management plans, will ultimately determine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers -- their likes, dislikes and expectations, and 2) to know your competitors
-一 their strengths and weaknesses. By identifying these factors, you can develop a marketing strategy tha/t will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.
The purpose of the marketing plan is to define your market, i. e., identify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply because you want it to succeed. It takes careful planning and a thorough understanding of the marketplace to develop a strategy tha/t will ensure success・
Understanding the Marketplace
Generally, the first and most important step in understending the market is to study it through