(Due in Wk 4) internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed. Source What it Measures Data Potential Usage Example: Sales data Monthly sales by specific product Average sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets. Can be used for trend analysis, projections, and to measure effectiveness of promotions. secondary data sources and the specific information you need from each source. Insert or remove rows as needed. Source What it Measures Data Potential Usage Example: retail store analytics Dollar value of sales by quarter by major product categories Total sales of major players Market Share Analysis Seasonal patterns primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed. Source What it Measures Data Potential Usage Example: Focus group Product usage, motives, identify group level satisfaction, decision process, etc. Qualitative Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed. CRM Touchpoint Purpose & CRM Objective Data Potential Data Usage Example: Customer profile information on website Starts the account for visitors: name, geography, email address (Customer acquisition) Presale: geographic location; customer id, source of reference Email address Post sales: address, product purchased, quantity, price. Track new and returning customer counts, total period purchases by
customer ID, geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing. (Due in Wk 6) any new markets for your strategy and describe how you will provide value to each target market. adaptions for each new target market. · Products · Price · Distribution · Traditional Promotion · Online Promotion the implementation for your marketing plan. Describe how you will organize and implement the plan, such as whether it will be organized by market, geography, and who is responsible for marketing decisions. the marketing communication channels you will use to reach selected audiences. Include Internet and traditional communication channels to convey key messages. Describe the advantages and disadvantages of each channel you select. Insert or remove rows as needed. Channel Target Market Advantages Disadvantages Example: Direct mail Middle class residential Can include coupons Expense and low return rate for given product specific activities required to implement the marketing plan. Identify the person or role who will be responsible for each action, when it will be complete, and what standard or metric indicate that the activity is complete. Insert or remove rows as needed. Action Date for Completion Person/Role Responsible Standard/Metric Example: Design flyer for direct mail campaign 1/1/2021 J. Smith, graphic designer Approval by senior marketing team and legal the measurement to identify how you know you have been successful for each strategic action. Specify the measures to track performance against goals. Identify standard reports from your online and traditional marketing efforts. Insert or remove rows as needed. Action Target Person Responsible Inter-measurement Example: Direct mail flyer 1100 new inquiries Western regional manager 500 new inquiries first month of campaign