This document contains a marketing plan training presentation delivered to the DFW Entrepreneur Start-Up Group. It includes sections on defining a company's vision and objectives, analyzing marketing opportunities through market segmentation and targeting, developing the marketing mix of product, price, place, and promotion. It also outlines the key elements of a marketing plan such as the executive summary, situation analysis, objectives, strategy, action programs, budgets, and controls. The presentation provides an overview of the strategic planning process and developing an effective marketing plan.

1. Marketing Plan Training Delivered to DFW Entrepreneur Start-Up Group Ralph M. Gill October 6, 2011

3. “Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”- Jack Welch, GE

4. “The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work.”- Jay Levinson, Guerrilla Marketing

5. “What makes content engaging is relevancy. You need to connect the contact information with the content information.”– Gail Goodman, Constant Contact2

6. Unfortunate Marketing Perceptions “Marketing is what you do when your product is no good.”- Edwin Land, Co-founder of Polaroid “Don't tell my mother I work in an advertising agency - she thinks I play piano in a whorehouse.”- Jacques Seguela, French Ad Agent “Marketing is the devil.”- Billy Bob Thornton “Marketing is just liquor and guessing”- Dilbert 3

7. Marketing and Sales Strategic Planning Process 4

8. Defining the Company Vision/Mission/Core Values 5

9. Defining the Company Vision/Mission/Core Values 6

10. 7 Marketing and Sales Strategic Planning Process Setting Company Objectives and Goals

11. Setting Company Objectives and Goals Business Objective Marketing Objective Be as specific as possible. 8

12. 9 Marketing and Sales Strategic Planning Process Analyzing and Designing the Business Portfolio

13. 10 Analysis of the company’s strengths and weaknesses to opportunities in the environment. Analyzing and Designing the Business Portfolio

14. 11 Developing Growth Strategies Analyzing and Designing the Business Portfolio 11

15. 12 Analyzing and Designing the Business Portfolio

16. 13 Marketing and Sales Strategic Planning Process Marketing and Sales

17. 14 Marketing and Sales Marketing Process Analyzing Marketing Opportunities Selecting Target Markets Developing the Marketing Mix Managing the Marketing Effort

19. Geographic

20. Demographic

21. Psychographic

22. Behavioral

23. Market Targeting

24. Products Designed for Each Segment

25. Market Positioning

26. Occupying a clear, distinctive, and desirable place in the minds of Target Customers relative to competing products.15 Marketing and Sales

28. Price- cost including negotiables like discounts, credit terms, etc. to bring the price into line with the buyer’s perception of the value

29. Place- or distribution, activities that make the offering available

32. Planning- strategies to obtain objectives, answers the questions what & why

33. Implementation- turns plansinto actions, answers who, where, when & how

36. Current marketing situation

37. Threats and opportunity analysis

38. Objectives and issues

39. Marketing strategy

40. Action programs

41. Budgets

43. Table of contents21

47. Issues that will affect the objectives24 24

49. Sales

50. Advertising

51. Sales promotion

52. Prices

53. DistributionMarketing and Sales

55. Special offers

56. Trade shows

57. POP displays

58. When activities will be started, reviewed and completedMarketing and Sales

60. Production scheduling

61. Personnel planning

64. Posted on http://finance.groups.yahoo.com/group/dfw_estartup Send questions to rgilltx@gmail.com or 817.994.7255 30