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ERIC Number: ED289564
Record Type: RIE
Publication Date: 1987
Pages: 77
Abstractor: N/A
Reference Count: N/A
Your Marketing Plan: A Workbook for Small Businesses in Oregon.
Pryor, Chris
Designed as an aid for those interested in starting a business and for experienced business owners who have never prepared a written marketing plan, this workbook offers fundamental concepts about marketing planning, provides tools to effectively assess a marketing situation, and presents step-by-step assistance in developing a marketing plan. Following introductory information on the purposes and use of the workbook, and the importance of planning, the workbook lists steps and asks questions related to the following aspects of marketing: (1) "A Simple Definition of Marketing"; (2) "People You Must Market to"; (3) "Your Products/Services"; (4) "Satisfying Customer Needs"; (5) "Product Share"; (6) "Your Customers"; (7) "Segmenting the Market"; (8) "Targeting Markets"; (9) "Your Competitors"; (10) "Competitive Analysis"; (11) "Establishing Competitive Advantage"; (12) "Your Image"; (13) "Siting Assessment"; (14) "Your Pricing"; (15) "Determining Fixed Expense"; (16) "Determining Variable Costs"; (17) "Cost-Plus Pricing"; (18) "Your Current Advertising"; (19) "Your Current Public Relations"; (20) "Your Current Sales Efforts"; (21) "Sales Forecasting"; (22) "Budgeting"; (23) "The Situational Analysis Summary"; (24) "The Mission Statement"; (25) "Objectives"; (26) "Setting Goals"; (27) "Strategies-Activities"; (28) "Prioritizing Marketing Activities"; (29) "Timetable"; (30) "Marketing Plan Review"; and (31) "Marketing Plan Summary." Finally, the workbook presents a list of resources to use in market planning and a directory of federal and Oregon state agencies that can provide additional information. (UCM)
Oregon Small Business Development Center Network, 1059 Willamette St., Eugene, OR 97401 ($10.00, plus $1.00 postage and handling per book).
Publication Type: Guides - Non-Classroom; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: Small Business Administration, Portland, OR.; Oregon State Dept. of Education, Salem.
Authoring Institution: Oregon Small Business Development Center Network, Eugene.
Note: For other workbooks in this series, see JC 880 026-031.