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Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Part 1 The World of Marketing Worksheet


ORIENTATION
What best describes your firms orientation?

Production

Sales

Market

Societal

List ways your firm follows the marketing concept:


1.
2.
3.
4.
5.
6.

Our firms primary goal for business is:

MISSION
Write your business mission:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

OBJECTIVES
List objectives of your business marketing plan:
Objective

Person

responsibl
e

Completion date

1.
2.
3.
4.
5.
6.

SWOT
Will you hire a consultant for SWOT analysis?

Yes

No

Identify strengths of business offering:

List keys to success:


1.
2.
3.
4.
5.

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

6.

Describe competitive advantage of business offering:

Identify weaknesses of business offering:

ETHICS
Will you integrate social responsibility into marketing plan?
No

Yes

Rationale:

Describe any ethical problems your firm faces:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

EXTERNAL ENVIRONMENT
Demographic:

Ethnic:

Economic:

Legislative:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

Social trends:

Political:

List emerging technologies affecting your business offering:


1.
2.
3.
4.
5.
6.

List advantages of operating online:


Advantage

How will you leverage the advantage?

List disadvantages of operating online:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Disadvantage

Your Product or Service Offering

What steps will you take to overcome it?

How can you leverage the Internet to beat your competition?

List laws regulating your business offering:


1.
2.
3.
4.
5.
6.

Identify key competitors in your industry:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

Identify companies working on the same market as yours:

Identify ways to handle global marketing for your offering:

Part 1 Marketing Plan Worksheet:The World of Marketing