1. Chapter Seven Marketing Plan Dr. Bruce Barringer
University of Central Florida
7-1

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Introduction
Marketing plan
Marketing strategy
Positioning
Points of differentiation
Price
Promotional mix
Sales process
Distribution strategy
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3. Overall Marketing Strategy
Approach to marketing a firm’s products and services stated in broad terms, which forms the basis of all its marketing-related activities
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Positioning Strategy
Positioning is how a firm is situated relative to its rivals
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5. Points of Differentiation
Clear points about your product that are memorable and distinct that make your product different and better than existing products
Product attribute map
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6. Product Attribute Map Figure 7-1
High
Gold’s Gym LA
Fitness Bally
Prime Adult
Fitness
Range of Amenities Provided
YMCA
Community center
fitness clubs
Curves
International
Low
Low
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Tailored to the Specific Needs of Clientele
High

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Pricing Strategy
How to price your product or service
Cost based
Value based
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8. Sales Process and Promotions Mix
Sales process are the steps a firm goes through to establish relationships with customers and close sales
Prospecting
Initial contact
Qualifying the lead
Sales presentation
Meeting objections
Closing the sale
Follow up
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Promotions Mix
The specific tactics a firm uses to communicate with its potential customers
Advertising
Public relations
Other promotions-related activities
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Advertising
Makes people aware of your product so they are persuaded to buy it
Major goals
Raise customer awareness of product
Explain product's comparative feature and benefits
Create an association between product and lifestyle
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Public Relations
Efforts to establish and maintain a company's image with the public
Press release
Media coverage
Article in local newspapers
Blogging
Monthly newsletter
Civic, social, and community involvement
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12. Other Promotions-related Activities
Free samples
Creating buzz by creating awareness and sense of anticipation about company and product
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13. Distribution and Sales
Distribution encompasses all the activities that move a firm’s product from its place of origin to the consumer
Where people in your target market shop
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Sales Strategy
A firm needs to decide whether to field its own sales force or use intermediaries
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