By John Westwood
A part of a chain of pocket courses geared toward permitting the reader to benefit a brand new ability in precisely half-hour, this article offers a pragmatic consultant to the ins-and-outs of studying, getting ready and writing a advertising and marketing plan.
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Whereas six to ten personal visits per day is normal for direct sales calls, 40 to 50 telephone calls can be made per day so telemarketing is very cost-effective. The main advantages of telemarketing: ᔢ More cost effective than direct sales force ᔢ Frees up salesperson’s time by reducing routine calling activity 35 30 Minutes to Write a Marketing Plan ᔢ Increases frequency of customer contact ᔢ Allows dormant accounts to be revived. Direct mail Direct mail includes mail order business and mail shots.
The plan shows a loss in its first year and only breaks even in year two. This is quite normal. It is often necessary to invest first and reap the rewards later. However, if break even was later than the second year it would be wise to reconsider the plan. 8: The effect on the profit and loss account of the additional operating expenses for implementing a marketing plan 45 5 WRITING THE PLAN The written plan should be clear and concise, and excessive or irrelevant detail excluded. The bulk of the internal and external market research information collected during the preparation process should not be included in the written plan, since this would only confuse the reader.
1: Contents list of a complete marketing plan 48 Writing the Plan Executive summary The summary should present the key points of the plan in a clear and concise form. It should not be too long or verbose. Anyone reading the plan should be able to understand the essence of the plan from this summary, which should always include: ᔢ The underlying assumptions on which the plan is based ᔢ The objectives of the plan ᔢ The time-scale over which the plan will be implemented. Although you can draft an executive summary at any time, you cannot finalise the text until the plan is complete.
30 Minutes to Write a Marketing Plan (30 Minutes Series) by John Westwood