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 TrainingDelivered to DFW Entrepreneur Start-Up GroupRalph M. GillOctober 6, 2011

2. Expert Marketing Perspectives“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”– Peter Drucker, Marketing Visionary

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”- Dilbert3

7. Marketing and SalesStrategic Planning Process4

8. Defining the Company Vision/Mission/Core Values5

9. Defining the Company Vision/Mission/Core Values6

10. 7Marketing and SalesStrategic Planning ProcessSetting Company Objectives and Goals

11. Setting Company Objectives and GoalsBusiness ObjectiveMarketing ObjectiveBe as specific as possible.8

12. 9Marketing and SalesStrategic Planning ProcessAnalyzing and Designing the Business Portfolio

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

14. 11Developing Growth StrategiesAnalyzing and Designing the Business Portfolio11

15. 12Analyzing and Designing the Business Portfolio

16. 13Marketing and SalesStrategic Planning ProcessMarketing and Sales

17. 14Marketing and Sales Marketing ProcessAnalyzing Marketing OpportunitiesSelecting Target MarketsDeveloping the Marketing MixManaging the Marketing Effort

18. Businesses Must be Customer CenteredMarket Segmentation

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.15Marketing and Sales

27. 16Marketing and Sales Developing the Marketing Mix- The 4 PsProduct- the “goods and service” combination offer to target market

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

30. Promotion- communicates the meritsof the product and persuades targetcustomers to buy it17The 4 Psof theMarketing MixMarketing and Sales ProductVarietyQualityDesignFeaturesBrand namePackagingSizesServicesWarrantiesReturnsPriceList priceDiscountsAllowancesPayment periodCredit termsTarget CustomersIntendedPositioningPlaceChannelsCoverageAssortmentsLocationsInventoryTransportationLogisiticsPromotionAdvertisingPersonal SellingSales promotionPublic relations