1. Copyright © 2015 McGraw-Hill Education. All rights reserved
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2. MARKETING PLANS AND BUSINESS PLANS
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3. MARKETING PLANS AND BUSINESS PLANS MEANINGS, PURPOSES, AND AUDIENCES
“New Ideas are a Dime a Dozen”
Target Audience and Purpose
Kind and Complexity of the Organization
Industry
Business Plan
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4. FIGURE A-1 Elements in typical marketing and business plans targeted at different audiences
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5. MARKETING PLANS AND BUSINESS PLANS
QUESTIONS ASKED BY OUTSIDE AUDIENCES
Is the Marketing/Business Idea Valid?
Is the Idea Distinctive?
Is There a Market for the Offering?
Are the Financial Projections Realistic?
Are the Key Personnel Capable?
Will Investors Get Their Money Back?
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6. MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS
Use a Direct, Professional Style
Be Positive and Specific; Avoid Superlatives
Use Numbers for Impact
Use Bullet Points
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7. MARKETING PLANS AND BUSINESS PLANS WRITING STYLE SUGGESTIONS
Use A-Level and B-Level Headings
Use Visuals—Photos, Illustrations, Graphs, and Charts
Develop a Plan that is Pages
Use Care in Layout, Design, and Presentation
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8. MARKETING PLAN OUTLINE
Table of Contents
Executive Summary
Company Description
Strategic Focus and Plan
Mission
Core Competency and Competitive Advantage
Goals
Financial
Non Financial
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9. MARKETING PLAN OUTLINE
Situational Analysis
SWOT Analysis
Industry Analysis
Competitor Analysis
Company Analysis
Customer Analysis
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10. MARKETING PLAN OUTLINE
Market-Product Focus
Marketing and Product Objectives
Target Markets
Points of Difference
Positioning
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11. MARKETING PLAN OUTLINE
Marketing Program
Product Strategy
Price Strategy
Promotion Strategy
Place (Distribution) Strategy
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12. MARKETING PLAN OUTLINE
Financial Data and Projections
Past Sales Revenues
Five-Year Projections
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13. MARKETING PLAN OUTLINE
Organization
Implementation Plan
Evaluation
Appendix A: Key Personnel Biographies
Appendix B: Detailed Financial Projections
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14. Business Plan
A business plan is a road map for the entire organization for a specified future period of time, such as one year or five years.
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