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Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Part 7 Technology-Driven Marketing Worksheet


CUSTOMERS
Use matrix to describe customers:

Characteristic

On-line customers

Off-line customers

AGE
ETHNICITY
LOCATION (S)
INCOME
BUYING HABITS
SATISFACTION
AVG. $ PER TRANSACTION
AVG. # ITEMS PER TRANSACTION
WILLINGNESS TO DIVULGE
INFORMATION
VISITS TO SITE/STORE PER MONTH
OTHER:

Explain substantial differences between the two customer types:

INTERNET SERVICE PROVIDER


Shop and compare ISPs below

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing


Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

ISP

Capabilities

Your Product or Service Offering

Security

Direct Costs

Hidden Costs

ISP chosen:

DOMAIN NAME
Company URL:
Other URLs that will lead to your site (e.g., volvo.com and volvocars.com)
1.
2.
3.
4.
5.
6.

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing


Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

Will you register negative domain names to control publicity?


(e.g., Volvo owns URL volvosucks.com)

Yes

No

If so, list those negative URLs:


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

SITE DEVELOPMENT
Functionality of site (circle all that apply):

Customers can:
View product/service description

Order product

Use service

E-mail company

Link to related sites

Photos

Video

Audio

Pop-up ads

Banner ads

Multiple

Multiple currencies

Registration with password

Other

Features:

languages

INFORMATION COLLECTION
Identify information you will collect from visitors and customers:
Information

Visitors

Name

Yes

Address

Yes

Customers
No
No

Yes
Yes

No
No

Phone

Yes

No

Yes

No

E-Mail

Yes

No

Yes

No

Gender

Yes

No

Yes

No

Income

Yes

No

Yes

No

Education

Yes

No

Yes

No

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing


Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Ethnicity

Yes

Your Product or Service Offering

No

Yes

Will you sell the information to a third party?

No
Yes

No

Write your on-line privacy policy:

Will you use your Internet site as a CRM tool?

Yes

No

Yes

No

If yes, describe how:

Will you use your Internet site as a one-to-one tool?


If yes, describe how:

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing


Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

Will you create an e-marketplace around your offering?

Yes

No

Will you create an e-zine around your offering?

Yes

No

For e-mailings, will you require customers to:

Opt in

Opt out

IMPLEMENTATION
Identify measures you will take to control performance of your marketing plan:
1.
2.
3.
4.
5.
6.

Which measurement is most important?


Why?
What is the financial impact of the marketing if performance standards are met?

If performance standards are not met?

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing


Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby


MKTG, Canadian Edition

Your Product or Service Offering

How long can you go before meeting performance goals?

One month

Three months

Six months

Two years

Five years

Longer

One Year

Identify if marketing research is needed to enhance performance.

Part 7 Marketing Plan Worksheet: Technology-Driven Marketing


Copyright 2010 by Nelson Education Ltd.