Effective marketing is a make-or-break necessity for most small businesses. While large companies have separate marketing departments, marketing is a total company function. It involves initial contact from receptionist, sales clerk, or salesperson. It includes determining the customers needs and involves designing the entire enterprise around fulfilling those needs. Decisions about the product's design, sales outlets, the price, the service level and where to advertise are made with a solid understanding of who the customer is and what they are looking for.

It is impossible to be successful in today’s business environment without good marketing and sales techniques. Think of a marketing plan as a road map to help you in setting and attaining your business goals. Your business plan should include the marketing plan, as it is an important element and crucial to your success.

Follow these steps to create your own Market Plan:

Analyzing the market. It is important to have a clear understanding of who the competition is. Cultural trends and the demographics of your market area are equally important. These need to be examined in order to asses your business's place in the market.
Market Research. It is necessary to understand different research techniques and how to use them to develop the information you are looking for. Gather all possible relevant data pertaining to your product or service and the marketplace.
Developing your Product or Service. Emphasis is on the importance of providing products or services that meet the customers’ needs. If customer needs are not met sales efforts will not be successful.
Packaging and Pricing. Consider the impact the presentation and price has on the service’s or product’s success. Does it complement customer needs?
Distribution Methods. Consider various methods or options for getting your product or service to your customer. Using wholesalers vs. direct sales require different approach. Each has unique features with deferent impacts on returns. Location can also be a factor.
Promotion and Advertising. What methods of promotion, advertising and PR will be used to communicate your message to your target customers. Costs of advertising and promotion is equally important.
Market Plan. Put it all together in a cohesive planning document that will serve as your blue print to marketing success.

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