Marketing Transit Services to Business (1998) / Chapter Skim
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Appendix B
Appendix B
Pages 221-235
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D Sublunary Situation Analysis Summary of marketing Analysis Summary of Marketing Strategies Budget Summary Passer]
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Marketing Activities of Competitors Pageant
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Marketing Obieetives for Each Service VI. Marketing Strategy for Each Servies Producer Positioning Specific Marketing Strategies I.)
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E Sales Support Material Business Development Advertising Direct Mailing Public Relations I'd I
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What is our current market share? What is the market share potential for our product?
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Carefully state and prioritize your group/unit hope to accomplish Trough its marketing efforts? · What is its business goal for the year?
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They will begin to emerge as you answer some of the questions below. · Do you have operational or delivery problem's that need to be resolved before you cart begin a serious renewed marketing effort?
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Should be positioned to mast the marketing oblectIvas. To active at a positioning statement: Define the target needs Examine competitive positioning, as revealed in advertising and sales materials.
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If you require advertising, the corporation's advertising agency will come up with two or three plans geared to reach your target audience. You can then include the Aciverti.sin~ Plan in your Marketing Plan.
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Consider the impact of advertising on your marketing budget to determine if it makes sense. How great a benefit could you reasonably expect to realize Tom a media effort, given current market conditions?
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direct mad! or direct response magazine ads supported by telemarketing and some sort of fi~fi~Iment is usually art inappropriate means of selling finarlcial services to corporate customers, although it can often be use effectively marketing to individuals.
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Of ten the media particularly trade or business publications - are looking for brief information about new product developments, new staff, special events or meetings attended by senior management. If you are launching anew product or introducing a new product feature, why not get the story out?
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Plan to review the month by month regional sales figures for the 12 month period prior to the planned marketing period. Pagers
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Is there some way of getting that information Tom prospect who took their business elsewhere? How are your unit's products arid services perceived by the competition's customers?
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Each option watt show a budget for the strategies and tactics it employs. Under each of the headings listed below, you should list the items to be included and the cost for each: Market Research Sales Support Business Development Advertising Direct marketing ,.
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