2. 1. Marketing Objectives Relate to Sales Market Share Growth Profit 2. Marketing Plan Four Strategies 1. Product 2. Place 3. Price 4. Promotion Marketing Mix

3.  Product Features Style, color, installation, delivery, warranties  Branding, Packaging, Labeling Identifying your product, business  Product Selection Manufacture new or resell?  Product Positioning Prestigious, Bargain, Image  Product Mix All products your firm sells

4.  How you will deliver your goods/services Channels of Distribution  Path a product takes from producer to final user Intensity of Distribution  Intensive, Selective, or Exclusive Transportation  How will it be shipped? Location, Layout, Availability  Hours of operation, etc. Place Decisions  Always keep your Target Market in mind!!!

5.  Product Changes Adding Eliminating Changing  Changing Brands, Packaging and Labels  Revising Guarantees and Service Policies

6.  Place Changes Improving Location Rearranging layout Increasing Availability Providing Electronic Access Changing Channels of Distribution

7.  Revising your Marketing Mix and Plan As you change one strategy, you will likely need to adjust others.  Usually gets overlooked Regularly review and revise your marketing plan