Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

Part 1 The World of Marketing Worksheet

ORIENTATION
What best describes your firms orientation?

Production

Sales

Market

Societal

List ways your firm follows the marketing concept:

1.
2.
3.
4.
5.
6.

Our firms primary goal for business is:

MISSION
Write your business mission:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

OBJECTIVES
List objectives of your business marketing plan:
Objective

Person

responsibl
e

Completion date

1.
2.
3.
4.
5.
6.

SWOT
Will you hire a consultant for SWOT analysis?

Yes

No

Identify strengths of business offering:

List keys to success:

1.
2.
3.
4.
5.

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

6.

Describe competitive advantage of business offering:

List advantages of operating in the Internet space:

Advantage

How will you leverage the advantage?

Identify weaknesses of business offering:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

List disadvantages of operating in the Internet space:

Disadvantage

What steps will you take to overcome it?

ETHICS
Will you integrate social responsibility into marketing plan?

Yes

No

Rationale:

Describe any ethical problems your firm faces:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

EXTERNAL ENVIRONMENT
Demographic:

Ethnic:

Economic:

Legislative:

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

Social trends:

Political:

Size of Internet
Growth rate of Internet
Usage rate of Internet
Identify segments where Internet usage growing the fastest:

List emerging technologies affecting your business offering:

1.
2.
3.
4.
5.
6.

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

List laws regulating your business offering:

1.
2.
3.
4.
5.
6.

Identify key competitors in your industry:

Identify companies working on the same market as yours:

How can you leverage Internet to beat your competition?

Part 1 Marketing Plan Worksheet:The World of Marketing

Lamb Hair McDaniel

Marketing 7e

Your Product or Service Offering

Identify ways to handle global marketing for your offering:

Part 1 Marketing Plan Worksheet:The World of Marketing