Mr. J. Fletcher ENT 12

Putting the right product in the right place, at the right price, at the right time.

A good marketing plan should answer these questions:  What needs will be satisfied?  Whose needs will be satisfied?  How many people could benefit from my product or service?

 How will customers choose which product or service to buy?  Who are my competitors?  What will my competitors be doing?  What other factors will affect a business like mine?

OM

 Survey- A list of carefully chosen questions to gain insight into the consumer’s point of view concerning your product  Observation- Collecting real-world data through observation of events and behaviour (ex. counting pedestrians and cars)  Experimentation or product sampling- Preparing a small sample of your product and presenting it to your target market to see how it is received

 There are 4 key sections you will need.  1. Statement of purpose –Tell the reader why you are conducting the survey and establish a positive relationship with the respondent  2. Personal information- Ask the respondent for name, address, , and other info that will help validate the survey data

 3. Questions ◦ Designed to reveal info about the customer’s perception of features such as quality, price, and availability ◦ When designing a questionnaire for a new product, utilize open-ended questions (ex. What do you consider to be the most valuable feature in a pair of shoes?) ◦ Use easy-difficult-easy formula to motivate respondents to keep working through the questionnaire

 4. Demographic information ◦ Include questions that will provide customer profiles (age, education level, household income, etc.) ◦ A non-invasive way of doing this is to provide ranges for each question (ex. How old are you? , 21-25, 26-30, etc.)

 Product ◦ What features would be most important to you in a product like this?  Price ◦ How important is price to you when deciding whether to purchase a product like this?  Place ◦ Where do you currently shop for these types of products?  Promotion ◦ What kind of advertising approach do you find most memorable and enticing?

 Statement of purpose –Tell the reader why you are conducting the survey and establish a positive relationship with the respondent  Personal information- Ask the respondent for name, address, , and other info that will help validate the survey data  Questions ◦ Designed to reveal info about the customer’s perception of features such as quality, price, and availability ◦ When designing a questionnaire for a new product, utilize open-ended questions (ex. What do you consider to be the most valuable feature in a pair of shoes?)  Demographic information ◦ Include questions that will provide customer profiles (age, education level, household income, etc.) ◦ A non-invasive way of doing this is to provide ranges for each question (ex. How old are you? 12-20, 21-25, 26-30, etc.)