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摘要：How will the marketing team judge whether the marketing efforts are yielding the desired results? Establish goals such as number of leads to get from the first trade show above. The team can also think through next steps if the initial efforts don’t yield desired results. For instance, if the first trade show doesn’t yield the desired number of good sales leads, how will the team be able to judge what might not have worked, so the program can be tweaked before the next show?

INTRODUCTION:

Marketing Plan
The Guideline and Template Content Starts on the Following Page
What This Is
Outline for a marketing plan document to be written for a stand-alone marketing effort for an existing product or service, or as part of a project to introduce a new product or service to market.
Why It’s Useful
A well-executed marketing program or product/service launch is composed of a number of interrelated activities that must be planned for well in advance. In addition, much as a product or service must be designed with the end customer’s needs and perspectives in mind, the marketing activities to promote that product/service must be “designed” with the target customer in mind. This plan outline highlights the activities and components needed for an effective marketing campaign.
How to Use It
1) Use the following outline—modified for your situation—to draft a marketing plan well before the marketing needs to occur.
2) Review the first draft with various functional groups that will be involved in executing the program.
3) If this plan is being developed as part of the project to create and introduce a new product or service, work with the project manager of that overall effort to sync the marketing activities with related development activities, to be sure the marketing group will get the information it needs on time.
4) Update the detail in the plan as it gets closer to time to actually carry out the marketing activities.
5) Begin to use the monitoring information developed for section 9 as implementation of the marketing efforts get underway.

The Guideline and Template Content Starts on the Following Page

Marketing Plan Outline

1. Executive Summary
The Executive Summary highlights the main objectives of the marketing effort, key aspects such as budget required, and how success of the marketing campaign(s) will be measured.

2. Business Overview
This section may be repeated and expanded from the project’s “Business Case” document or Marketing Requirements Document – wherever the team originally documented the business reasons for creating this product or service, the market and competitive situation etc.
This section should contain background on
- the market
- description of the product or service being introduced
- pricing,
- distribution assumptions
- competitors
NOTE: IT departments can describe their business in these terms by describing the customer/user base, services required by them customers, and environmental factors affecting operation. And what other external services, available technology, etc. are actually competing for the IT departments business?

3. Target Markets and Product/Service Positioning
This information can come from the original business case or marketing requirements document for this product/service. It should answer:
? What groups comprise the market for this product or service? Why have they been chosen?
? Are there identifiable segments of the market that may need different marketing/promotional approaches? What are those segments and how are they similar and different?
? To what degree will you be m