Документ взят из кэша поисковой машины. Адрес оригинального документа : http://innovation.msu.ru/english/yourmarketingstrategy.doc Дата изменения: Thu Oct 27 17:42:37 2005 Дата индексирования: Mon Oct 1 20:29:01 2012 Кодировка:

Your Marketing Strategy
Canada Business Service Centres - CBSCs
1. DEFINE YOUR CONCEPT
. What business are you really in? (Be specific)
. List your service(s) or product(s)
. Define your market position
. Define your desired image
2. YOUR BUSINESS IMAGE
. What business do your customers think you are in?
. What are they buying?
. What compliments or complaints do you get?
. What sells you?
. Customer image of your business
3. UNDERSTAND YOUR MARKET
. Market size
. Trends
. Trade attitudes and habits
. Economic Environment
. Technological changes
. Political/Legal changes
. Social/Culture Environment
. Demographic changes
. Resources
. Skills
. Substitute Markets
4. KNOW YOUR COMPETITION
. Who are they?
. Identify Strengths/Weaknesses
o Product Line
o Promotional Mix
o Pricing
o Customer Profiles
o Location
o Personnel
o Life Cycle
o Customer Services
o Image
o Operating Policies
o Purchasing Power
o Ranking
. Market Share Analysis
. Potential Competitors
5. KNOW YOUR CUSTOMER
. Identify needs, wants and desires
. Customer Profile
. Demographics
o Age
o Income
o Sex
o Residence
o Marital Status
o Family Size
o Occupation
o One/Two Incomes
. Psychographics
Activities
o Work
o Entertainment
o Hobbies
o Shopping
o Social Events
o Sports
Interest
o Family
o Recreation
o Job
Opinions
o Social Issues
o Politics
o Products
Expenditure Patterns
o Average Sale
o Frequency
o Monthly/Yearly Purchases
Shopping Habits
o Area
o Time of Day
Buying Behaviour
o Rational
o Emotional
Purchasing Process
o Decision Maker
o Purchaser
o Decision Criteria
Trends

Target Market
You may wish to review your sales and financial records to obtain customer
information.
STRATEGIC PHASE
1. PRODUCT/SERVICE
. Product line evaluation
. Customer needs vs. Product/Service qualities
. Product presentation
. Product Life Cycle
. Product Image
. Suppliers
2. DISTRIBUTION
. Channel
. Transportation
. Control
. Incentives
. Feedback
3. LOCATION
. Determine Importance and Factors
. Factors:
o Customer preferences
o Services (ie. Parking, access)
o Traffic count
o Neighbouring stores
o Area growth
o Cost
o Competition
o Transportation
o Image
4. PRICING
. Strategy
. Price vs. Value
. Margin
. Competition
. Discounting
5. PROMOTIONAL MIX
. Advertising
. Sales Promotion
. Publicity
. Personal Selling
o Evaluate Media, Vehicles (Strengths/Weaknesses)
o Target Market Analysis
o Cost
Advertising
o Which media best reaches your customers?
o When should you advertise?
o How much should you spend?
o How often should you advertise?
o What should you advertise?
o Cost/Benefit analysis
Sales Promotion
o What type of sales promotion should you do?
o What form should it take?
. Coupons
. Advertising specialties
. Samples
o Cost vs. Benefit Analysis
Publicity
o What to say
o Forms of Publicity
. Interviews
. Press Release
. Public Speaking
. Community Involvement
Personal Selling
. Quality of staff
. Training of staff
. Product knowledge
. Selling ability
. Dress of Staff
6. CUSTOMER RELATIONS
o Policy
o Warranty
o Services
o Credit
7. IMAGE REVIEW
o What sells you?
o Customer Image
o Company Image
o Desired Image
o Best way to achieve desired image
Factors:
o Quality
o Price
o Cleanliness
o Service
o Reliability
o Unique service or product
o Good selection
o Distinct image
o Personable
o Community involvement
o Convenience
o Industry contact
o Knowledge
o Only one in town
o Reputation
o Guarantees



Compiled by The Business Link Business Service Centre, Edmonton, Alberta,
Canada.