6.6: Classroom Preparation Assignments

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The Marketing Plan Exercise \(\PageIndex{1}\)

Marketing approach and target markets
Electronic and traditional media
The methodical approach you intend to use
Incorporate position statement

Example

Table of Contents – A Standard Outline Marketing Plan

Vision
Goals
Purpose
Customer
Market Needs
Market Trends
Market Description
Demographics
Psychographics
Behaviors
Geographic Area
Growth Projections
Differentiators
Direct Competition
Indirect Competition Strategy
Core Message
Positioning Goal
Key Strategic Indicators
Core Branding Elements
Colors
Logo
Images
Product/Service Innovation
Price Rationale
Marketing Materials
Marketing Story Case Study Plan
Testimonial Plan
Multi Media Materials
Web Plan /Website Marketing +Strategy
Content Strategy
Search Engine Strategy
Social Media Plan
Social Networking
Lead Generation Plan
Advertising/Public Relations Referrals
Direct Mail
Mailing List Source & Follow-up
Community Building Plan
Loyalty Product/Service Offerings
Critical Numbers
Sales Forecast/Marketing Expense Budget
Measurement Plans
Key Marketing Metrics
Marketing Training
Marketing Organization

Discussion Questions \(\PageIndex{2}\)

How does marketing differ from selling?
What does an effective marketing plan include and how does it differ from a business plan?
How could a restaurant operation enter and expand within a segment and marketplace?
What would be possible advantages offered by ‘technology’ to a foodservice operation?
What are the two main types of sales promotions and what is the method?
What techniques do ‘pull’ promotions utilize?
What are the primary objectives of coupons and what advantages do they offer.

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