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SIX KEY MARKETING POINTS Expanded Marketing Plan

THE PRODUCT or Service

THE MARKET for the products or services

BENEFITS the products or services provide

CUSTOMER SERVICE

MISSION STATEMENT

MEASURING RESULTS

Answers to these questions:
1. "What is the product(s), or service(s), I intend to provide"?
2. "Who are my potential customers"?
(This will help determine to whom your advertising should be targeted)
3. "What benefits will my product or service offer those customers"?
(This will help determine the content of your advertising)
4. "How will customer service be handled after the sale"?
(Since new and repeat business often depends on your reputation for fair policies and quality service, this is important)
     -write a warranty policy
     -describe how repairs in warranty will be handled
     -describe how repairs after warranty will be handled
     -describe your policy for returns, exchanges, and refunds
5. "Write a Mission Statement" which describes your company's purpose, focus and goals.
(This statement should be framed and prominently posted at the business)
Example of a mission statement for a company selling a product:
     "Our mission is to achieve complete customer satisfaction by providing the highest quality products at fair prices, and the most
     responsive customer service in the industry."
Example of a mission statement for a company selling a service:
     "The mission of XYZ Company is to provide sterling quality services for our customers at fair prices; we pledge courtesy,               high ethics and professionalism in our daily operations."
6. "How will you measure results in the following areas?":
     -Quality of product or services provided
     -Market share obtained
     -Customer satisfaction
     -Profitability

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