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Marketing Management Plan Draft #1: Company Setup DUE FRIDAY Name Your Company Write down the name of your company. Write Down Your Company Impact Statement Write down a first draft of your company impact statement. Your impact statement should be a short sentence or two that describes how the world will be different because your company exists. In other words, the impact on the world that you want to have with your company. Vision = After You – Before You = Impact Definitions: Marketing Write down your personal definition of Marketing, Do not copy, this is YOUR definition. Definitions: Management Write down your definition of Management. Do not copy, this is YOUR definition. Definitions: Strategy Write down your definition of strategy, and how it is different from Tactics. Definitions: Business Write down your personal definition of Business. Do not copy, this is YOUR definition. LE Communication Week #1 DUE SUNDAY Write down what you need help on in your Marketing Management Plan Tell what you are most concerned about and whyGive any background that you think people will needAsk your classmates for help on what you should add, modify, and delete from your original draft.NOTE: “Here’s what I wrote, what do you think” will not earn full points. You will be required to find at least one piece of advice that you are willing to take, and report on that in your collaboration assignment this week. LE Collaboration Week #1 Due Monday Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Managment Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWhy you have chosen to accept itWhat specifically you are changing in your plan as a result Marketing Management Plan Draft #2: Marketing & Managment Marketing: Brand Story Write down the following brand story elements: What you doWho you do it forWhat makes you different Marketing: Values Write down at least three values that your team should use as decision making tools. What is most important to you in making decisions and in what order? Imagine that you are writing down instructions for achieving the three top priorities of for your company. Now imagine that after writing your values, that you leave for three months. Will your employees do the right things to achieve your top values? Market Segmentation: Criteria Write down at least three consumer groups that you believe will buy your product or service and sort them in groups (segments) by one or more of the following: Where they are (location)Who they are (demographics)What they like (psychographics)How they behave (Behavior) You will prove one answer for each group. The answer will be based on one or more criteria. Market Segmentation: Targeting Write down the segment, that you will focus on first (target) and why such as: They will spend more moneyThey are easer to reachYou already have a media channel to themThey already show the biggest inputThey are more likely to tell othersOther Marketing Brand Positioning: Market Position Write down what your brand position is relative to your competition. Ex. EasierFasterCheaperMore reliableLast Longer Ex: We keep track of your customer and business interactions like the SAP Enterprise Resource Planning System, only without the high staff overhead to run and maintain it. Marketing: Message Write down at least three most important messages to your target market. Remember that your target market is motivated by” FearGuiltGreedExclusivitySocial acceptance (“everyone in this group is doing it”) You can create your USP (Unique Selling Position) with this template: Narrowly defined positioning.Meaningful specifics.Guarantee Examples: “Fresh Hot Pizza Delivered in 30 Minutes or Less” – Domino’s Pizzabenefit that is a promise with meaningful specifics – with a guarantee. If you define your USP narrowly, it will give you a stronger appeal. Meaningful specifics mean that you specify the benefit. Look at Domino’s example: They are not going to deliver your pizza “sometime” but within 30 minutes. It has a specific timeframe. They are taking two benefits that are what clients hate about delivered pizza. They hate it when it’s cold, and they hate it when it’s late. “Where it absolutely, positively has to be there overnight” – FedEx. “We’re number two. We try harder.” Avis “The milk chocolate melts in your mouth, not in your hand.” – M&M “A diamond is forever.” – De Beer’s You need to have meaningful specifics in your USP. The meaning will be a benefit to your ideal customer, client or patient. The last part is a guarantee. If you can guarantee an outcome that your ideal prospect will love, use that in your USP. Marketing: Media Write down at least three media channels that are most important to your target market and why. Examples include: BlogsSocial Media (which social media specifically)Trade ShowsEmailMagazinesTV ShowsPublic Relations (getting others to talk about you…who and where)EmailSearch Engine MarketingSearch Networks (Pay per Click)Display Networks (Banner Ads)Speaking OpportunitiesAwards & RecognitionSponsorshipsDirect MailContent Marketing (video, articles, youtube channels…) Specify whether your choices are Owned Media, Paid Media, or Earned Media Marketing: Marketing Mix Write down what is most important to your target market about your marketing mix: Product (Features, benefits, design…)Price Place (where and how they buy)Promotionincrease awarenesscreate interestgenerate salescreate brand loyalty (separate yourselves from others) Correspondence #2: Planning Note to Your Board of Advisors Planning Note Write a quick note to your board of advisors letting them know that you have begun planning your marketing. Specifically list the top three marketing outcomes that you want to achieve in the next year are why they are important. You do not need to add lots of detail, just what you want to achieve and why it is important. Ex. We intend to target a new market segment this year because of increasing competition in our current marketWe intend to acquire and train a team in social media because our customers are relying more and more on quick, daily interactionsDue to the entrance of foreing companies into our market, we plan to launch a lower priced version of our core products Create a short video of you talking through your draft Marketing Management Plan so far, and post the link in the assignment. Ensure to cover week #1 and week #2 in your talk. Collaboration Week #2 Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Managment Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWho gave you the adviceWhy you have chosen to accept itThe impact that the advice will have on your plan or correspondence Marketing Management Plan Draft #3: Decision Making & Behavior Plan Purpose: Ensure that people who should read your plan understand that the plan is specifically for them, and that they understand specifically what they will get out or reading the plan. Write down who the plan is for and what they will know, understand, or be able to do after they read your plan.Who: ex. This plan is for all members of the marketing team.Why: ex. The purpose of this plan is to streamline decision making so that we are able to respond to changing situations as fast as possibleWhat: ex. After reading this plan, marketing team members should be able to make as many decisions as possible without requiring management intervention Planning: Objectives In order to achieve your vision and your goals, you will need objectives (outcomes for your marketing team). List three marketing objectives that you want your marketing team to accomplish for your company. Be concise, we do not need an academic paper and discussion, only that the objectives be clear ly understand. You do not have to know how you are going to achieve those goals at this point, only that you want them done somehow. You should work as much as possible for your objectives to help you achieve your vision and mission. Objective could include for example: Identify and target at least one new marker segmentCreate messaging for our target segmentIncrease leads by 10%Build brand awareness.Grow market share by 4%Launch new products or services.Enter new markets internationally or locally.Increase customer engagement on social mediaDevelop pricing strategy Planning: Decision Making For one of your marketing objectives write down three decisions that as a manager you will have to make. Ensure for your decision that you have widened your options as described in the deciisive video (). Examples could include: What is the best marketing media channel to reach our target market?How do I organize my marketing team most effectively to grow our market the fastest.What processes should we put in place to most effectively do market analysis. Planning: Metrics As a manager, you will need to create metrics to measure whether you will reach your goal. Write down a one goal, one lag metric to achieve that goal, and at least one LEAD metric. (the LEAD/LAG Measurement video in the simCEO resources, , might help). Example include: Increase customer engagementLag measurement: # likes on facebookLead measurement: number of company facebook postsBook more appointmentsLag measurement: #sales appointments bookedLead Measurement: #leads on website.Open new target marketLag measurement: # of new people on our email listLead measurement: # of initial email sent to new people. to 8pm) LE Communication Week #3 DUE SUNDAY Write down what you need help on in your Marketing Management Plan Tell what you are most concerned about and whyGive any background that you think people will needAsk your classmates for help on what you should add, modify, and delete from your original draft.NOTE: “Here’s what I wrote, what do you think” will not earn full points. You will be required to find at least one piece of advice that you are willing to take, and report on that in your collaboration assignment this week. Collaboration Week #3 Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Management Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWho gave you the adviceWhy you have chosen to accept itThe impact that the advice will have on your plan or correspondence Marketing Management Plan Draft #4: Business & Market Customer Behavior: Need Recognition (Version #1) Write down how your target market recognized that they have a challenge that needs to be solved using your product or service such as: online dating is how you meet peoplegood parents give their children an advantage with pre-schooleye glasses cost too much Ex. They hear about the problem from a friendThey watch a talk show on TVA celbrity tells them in a commerialSocial media leaderHear it at schoolGo to an eventEvent happens to themsomething breaksFind out how hard it is to get something done when they try to deal with a problemRead article Customer Behavior: Assumptions (Version #1) Selling your product or service requires that you make assumptions. Write down three assumptions that you are making when you sell, or are going to sell your product or service. Ex. Customers will use a mobil appCustomers prefer buying using creditCustomers will buy more online than in a storeCustomers will not buy without delivery includedCustomers will pay more for higher quality Marketing Research: Market Analysis (version #1) Write down a major question that you need answered using research in order to plan your marketing, and before you make customer assumptions. Ex. where does my target market livewhere does my target market get its news fromHow much will my customers pay for my productWhat or who does my customers identify with when looking for answers to problems Correspondence #4: Note to vendor Write a quick note asking for help Identify a major problem that your company will need outside help with. Write a very short email to a vendor, and using as few words as possible, explaining what you need them to help you with. You do not need to talk about how your problem will be solved, only the problem that needs to be solved. Include a link to a video talking through your marketing management plan draft. Collaboration Week #4 Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Management Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWho gave you the adviceWhy you have chosen to accept itThe impact that the advice will have on your plan or correspondence Marketing Management Plan Draft #5: Product Planning and Communications Product Planning: Product Life Cycle Watch , and write down where in the product lifecycle, your product is. If applicable, write down the most important thing that you need to focus on to be ready for the next step. Product Planning: Crossing the Chasm (Version #1) Watch and, if your company is launching something that is new and innovative that requires significant change for your customers, write down whether your customer are: InnovatorsEarly AdoptersEarly MajorityLate MajorityLaggards If applicable, write down the most important thing that you will need to do to be ready for the next step. Communications: Integrated Marketing Campaign Marketing Managers think in terms of putting multiple pieces together in a way that has a greater impact than the individual pieces alone. Watch and write down at least three components of an Integrated Marketing Campaign. Your IMC can include components such as: Event (ex. tradeshow, conference, meetup, sports)Online (ex. social media post, webinar that you could do, event that you could live stream)Email (ex. an email topic that you could send)Direct Mail (ex. flyer, postcard, letter)Promotion/Offer (ex. an offer that you could make)PR (ex. endorsement or joint venture with someone well known) LE Communication Week #5 DUE SUNDAY Write down what you need help on in your Marketing Management Plan Tell what you are most concerned about and whyGive any background that you think people will needAsk your classmates for help on what you should add, modify, and delete from your original draft.NOTE: “Here’s what I wrote, what do you think” will not earn full points. You will be required to find at least one piece of advice that you are willing to take, and report on that in your collaboration assignment this week. Collaboration Week #5 Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Management Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWho gave you the adviceWhy you have chosen to accept itThe impact that the advice will have on your plan or correspondence Marketing Management Plan Draft #6: Marketing of Services & Global Marketing Services: Version#1 Write down a service that you could add to your portfolio. Remember that services are: Intangible. You cannot hold or touch a service unlike a product.Can’t see it, feel it, and even test it prior to purchase.Inseparabie. Services cannot be separated from the service providprovided and consumed at the same time in the same locationPerishable:Can’t be stored and sold the following day or at some other timeVariable:The more your business relies on humans to provide services (instead of automation), the more susceptible you are to variability. While manager focus on process improvement for product, manager focus on consistency for services. Write down specifically what you believe that customers will expect. Wordslike quality or ease are NOT specific enough. What specifically will you do to maintain and measure consistency of service? Global Marketing Version #1 In taking your company global, what specific issues will you have, if any with: DemandAre there any cultural, political or regional issues that would make your product undesireableex. religious rules, nationalismAffordabilityCan a significant part of your global market afford your product?AccessDo distribution, infrastructure, legal, or staffing issues impact your product.BrandingDoes your brand work as is, or do you need to modify your brnd to fit multiple countries? LE Communication Week 6 DUE SUNDAY Write down what you need help on in your Marketing Management Plan Tell what you are most concerned about and whyGive any background that you think people will needAsk your classmates for help on what you should add, modify, and delete from your original draft.NOTE: “Here’s what I wrote, what do you think” will not earn full points. You will be required to find at least one piece of advice that you are willing to take, and report on that in your collaboration assignment this week. Collaboration Week #6 Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Management Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWho gave you the adviceWhy you have chosen to accept itThe impact that the advice will have on your plan or correspondence Week #7: Marketing Management Plan Video Walkthough Record a video talking through your Marketing Management PlanUse phoneZoomCameraUpload video onlineZoom (done for you already if you recorded with Professor Westreich)DropboxGoogle DriveYoutubeVimeoOtherPost link to your video here Collaboration Week #7 Seek advice from your fellow students on additions, modifications, or deletions that you should make 0n your draft Marketing Management Plan or your Correspondence. Write down at least one piece of advice that you have chosen to accept and include: What the advice isWho gave you the adviceWhy you have chosen to accept itThe impact that the advice will have on your plan or correspondence
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Marketing Management Plan Draft #1: Company
Setup
DUE FRIDAY
Name Your Company
Write down the name of your company.
Write Down Your Company Impact Statement
Write down a first draft of your company impact statement. Your impact statement should be a
short sentence or two that describes how the world will be different because your company
exists. In other words, the impact on the world that you want to have with your company.
Vision = After You – Before You = Impact
Definitions: Marketing
Write down your personal definition of Marketing, Do not copy, this is YOUR definition.
Definitions: Management
Write down your definition of Management. Do not copy, this is YOUR definition.
Definitions: Strategy
Write down your definition of strategy, and how it is different from Tactics.
Definitions: Business
Write down your personal definition of Business. Do not copy, this is YOUR definition.
LE Communication Week #1
DUE SUNDAY
Write down what you need help on in your Marketing Management Plan
•
•
Tell what you are most concerned about and why
Give any background that you think people will need
•
Ask your classmates for help on what you should add, modify, and delete from your original
draft.
o NOTE: “Here’s what I wrote, what do you think” will not earn full points.
You will be required to find at least one piece of advice that you are willing to take, and report on
that in your collaboration assignment this week.
LE Collaboration Week #1
Due Monday
Seek advice from your fellow students on additions, modifications, or deletions that you
should make 0n your draft Marketing Managment Plan or your Correspondence.
Write down at least one piece of advice that you have chosen to accept and include:
•
•
•
What the advice is
Why you have chosen to accept it
What specifically you are changing in your plan as a result
Marketing Management Plan Draft #2: Marketing
& Managment
Marketing: Brand Story
Write down the following brand story elements:
•
•
•
What you do
Who you do it for
What makes you different
Marketing: Values
Write down at least three values that your team should use as decision making tools.
What is most important to you in making decisions and in what order?
Imagine that you are writing down instructions for achieving the three top priorities of for your
company. Now imagine that after writing your values, that you leave for three months. Will your
employees do the right things to achieve your top values?
Market Segmentation: Criteria
Write down at least three consumer groups that you believe will buy your product or
service and sort them in groups (segments) by one or more of the following:
•
•
•
•
Where they are (location)
Who they are (demographics)
What they like (psychographics)
How they behave (Behavior)
You will prove one answer for each group. The answer will be based on one or more criteria.
Market Segmentation: Targeting
Write down the segment, that you will focus on first (target) and why such as:
•
•
•
•
•
•
They will spend more money
They are easer to reach
You already have a media channel to them
They already show the biggest input
They are more likely to tell others
Other
Marketing Brand Positioning: Market Position
Write down what your brand position is relative to your competition. Ex.
•
•
•
•
•
Easier
Faster
Cheaper
More reliable
Last Longer
Ex: We keep track of your customer and business interactions like the SAP Enterprise Resource
Planning System, only without the high staff overhead to run and maintain it.
Marketing: Message
Write down at least three most important messages to your target market. Remember that your
target market is motivated by”
•
Fear
•
•
•
•
Guilt
Greed
Exclusivity
Social acceptance (“everyone in this group is doing it”)
You can create your USP (Unique Selling Position) with this template:
•
•
•
Narrowly defined positioning.
Meaningful specifics.
Guarantee
Examples:
•
“Fresh Hot Pizza Delivered in 30 Minutes or Less” – Domino’s Pizza
“Where it absolutely, positively has to be there overnight” – FedEx.
“We’re number two. We try harder.” Avis
“The milk chocolate melts in your mouth, not in your hand.” – M&M
“A diamond is forever.” – De Beer’s
•
benefit that is a promise with meaningful specifics – with a guarantee. If you define your
USP narrowly, it will give you a stronger appeal. Meaningful specifics mean that you specify
the benefit. Look at Domino’s example: They are not going to deliver your pizza “sometime”
but within 30 minutes. It has a specific timeframe. They are taking two benefits that are what
clients hate about delivered pizza. They hate it when it’s cold, and they hate it when it’s late.
You need to have meaningful specifics in your USP. The meaning will be a benefit to your
ideal customer, client or patient.
The last part is a guarantee. If you can guarantee an outcome that your ideal prospect will
love, use that in your USP.
Marketing: Media
Write down at least three media channels that are most important to your target market and
why. Examples include:
•
•
•
•
•
•
Blogs
Social Media (which social media specifically)
Trade Shows
Email
Magazines
TV Shows
•
•
•
•
•
•
•
•
Public Relations (getting others to talk about you…who and where)
Email
Search Engine Marketing
o Search Networks (Pay per Click)
o Display Networks (Banner Ads)
Speaking Opportunities
Awards & Recognition
Sponsorships
Direct Mail
Content Marketing (video, articles, youtube channels…)
Specify whether your choices are Owned Media, Paid Media, or Earned Media
Marketing: Marketing Mix
Write down what is most important to your target market about your marketing mix:
•
•
•
•
Product (Features, benefits, design…)
Price
Place (where and how they buy)
Promotion
o increase awareness
o create interest
o generate sales
o create brand loyalty (separate yourselves from others)
Correspondence #2: Planning Note to Your Board
of Advisors
Planning Note
Write a quick note to your board of advisors letting them know that you have begun planning
your marketing. Specifically list the top three marketing outcomes that you want to achieve in
the next year are why they are important.
You do not need to add lots of detail, just what you want to achieve and why it is important. Ex.
•
We intend to target a new market segment this year because of increasing competition in
our current market
•
•
We intend to acquire and train a team in social media because our customers are relying
more and more on quick, daily interactions
Due to the entrance of foreing companies into our market, we plan to launch a lower priced
version of our core products
Create a short video of you talking through your draft Marketing Management Plan so far, and
post the link in the assignment. Ensure to cover week #1 and week #2 in your talk.
•
•
•
•
•
•
•
Collaboration Week #2
Seek advice from your fellow students on additions, modifications, or deletions that you
should make 0n your draft Marketing Managment Plan or your Correspondence.
Write down at least one piece of advice that you have chosen to accept and include:
•
•
•
•
What the advice is
Who gave you the advice
Why you have chosen to accept it
The impact that the advice will have on your plan or correspondence
Marketing Management Plan Draft #3: Decision
Making & Behavior
Plan Purpose:
Ensure that people who should read your plan understand that the plan is specifically for them, and
that they understand specifically what they will get out or reading the plan.
•
Write down who the plan is for and what they will know, understand, or be able to do after they
read your plan.
o Who: ex. This plan is for all members of the marketing team.
o Why: ex. The purpose of this plan is to streamline decision making so that we are able to
respond to changing situations as fast as possible
o What: ex. After reading this plan, marketing team members should be able to make as many
decisions as possible without requiring management intervention
Planning: Objectives
In order to achieve your vision and your goals, you will need objectives (outcomes for your
marketing team). List three marketing objectives that you want your marketing team to
accomplish for your company. Be concise, we do not need an academic paper and discussion,
only that the objectives be clear ly understand. You do not have to know how you are going to
achieve those goals at this point, only that you want them done somehow.
You should work as much as possible for your objectives to help you achieve your vision and
mission.
Objective could include for example:
•
•
•
•
•
•
•
•
•
Identify and target at least one new marker segment
Create messaging for our target segment
Increase leads by 10%
Build brand awareness.
Grow market share by 4%
Launch new products or services.
Enter new markets internationally or locally.
Increase customer engagement on social media
Develop pricing strategy
Planning: Decision Making
For one of your marketing objectives write down three decisions that as a manager you will
have to make.
Ensure for your decision that you have widened your options as described in the deciisive video
(https://youtu.be/eY3ivHv7J7s).
Examples could include:
•
•
•
What is the best marketing media channel to reach our target market?
How do I organize my marketing team most effectively to grow our market the fastest.
What processes should we put in place to most effectively do market analysis.
Planning: Metrics
As a manager, you will need to create metrics to measure whether you will reach your goal.
Write down a one goal, one lag metric to achieve that goal, and at least one LEAD metric. (the
LEAD/LAG Measurement video in the simCEO resources, https://youtu.be/Dwpak1IzYj8, might
help).
Example include:
•
•
•
Increase customer engagement
o Lag measurement: # likes on facebook
o Lead measurement: number of company facebook posts
Book more appointments
o Lag measurement: #sales appointments booked
o Lead Measurement: #leads on website.
Open new target market
o Lag measurement: # of new people on our email list
o Lead measurement: # of initial email sent to new people.
to 8pm)
•
o
•
•
•
•
•
•
•
LE Communication Week #3
DUE SUNDAY
Write down what you need help on in your Marketing Management Plan
•
•
•
Tell what you are most concerned about and why
Give any background that you think people will need
Ask your classmates for help on what you should add, modify, and delete from your original
draft.
o NOTE: “Here’s what I wrote, what do you think” will not earn full points.
You will be required to find at least one piece of advice that you are willing to take, and report on
that in your collaboration assignment this week.
Collaboration Week #3
Seek advice from your fellow students on additions, modifications, or deletions that you
should make 0n your draft Marketing Management Plan or your Correspondence.
Write down at least one piece of advice that you have chosen to accept and include:
•
•
•
•
What the advice is
Who gave you the advice
Why you have chosen to accept it
The impact that the advice will have on your plan or correspondence
Marketing Management Plan Draft #4: Business &
Market
Customer Behavior: Need Recognition (Version #1)
Write down how your target market recognized that they have a challenge that needs to be
solved using your product or service such as:
•
•
online dating is how you meet people
good parents give their children an advantage with pre-school
•
eye glasses cost too much
Ex.
•
•
•
•
•
•
•
•
They hear about the problem from a friend
They watch a talk show on TV
A celbrity tells them in a commerial
Social media leader
Hear it at school
Go to an event
Event happens to them
o something breaks
o Find out how hard it is to get something done when they try to deal with a problem
Read article
Customer Behavior: Assumptions (Version #1)
Selling your product or service requires that you make assumptions. Write down three
assumptions that you are making when you sell, or are going to sell your product or service.
Ex.
•
•
•
•
•
Customers will use a mobil app
Customers prefer buying using credit
Customers will buy more online than in a store
Customers will not buy without delivery included
Customers will pay more for higher quality
Marketing Research: Market Analysis (version #1)
Write down a major question that you need answered using research in order to plan your
marketing, and before you make customer assumptions.
Ex.
•
•
•
•
where does my target market live
where does my target market get its news from
How much will my customers pay for my product
What or who does my customers identify with when looking for answers to problems
Correspondence #4: Note to vendor
Write a quick note asking for help
Identify a major problem that your company will need outside help with. Write a very short email
to a vendor, and using as few words as possible, explaining what you need them to help you
with. You do not need to talk about how your problem will be solved, only the problem that
needs to be solved.
Include a link to a video talking through your marketing management plan draft.
Collaboration Week #4
Seek advice from your fellow students on additions, modifications, or deletions that you
should make 0n your draft Marketing Management Plan or your Correspondence.
Write down at least one piece of advice that you have chosen to accept and include:
•
•
•
•
What the advice is
Who gave you the advice
Why you have chosen to accept it
The impact that the advice will have on your plan or correspondence
Marketing Management Plan Draft #5: Product
Planning and Communications
Product Planning: Product Life Cycle
Watch https://www.youtube.com/watch?v=5B3Mu8dqXlE, and write down where in the product
lifecycle, your product is.
If applicable, write down the most important thing that you need to focus on to be ready for the
next step.
Product Planning: Crossing the Chasm (Version #1)
Watch https://www.youtube.com/watch?v=Y-97AXOPzJo and, if your company is launching
something that is new and innovative that requires significant change for your customers, write
down whether your customer are:
•
•
•
Innovators
Early Adopters
Early Majority
•
•
Late Majority
Laggards
If applicable, write down the most important thing that you will need to do to be ready for the
next step.
Communications: Integrated Marketing Campaign
Marketing Managers think in terms of putting multiple pieces together in a way that has a
greater impact than the individual p