Marketing Plan Part C




Part C: ABC Marketing Plan (Change to your name of business here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
Date submitted

Introduction (note this is not bold)

Describe or list the feedback you received on Part B of your marketing plan. Do not just list the feedback. Explain how you will use the feedback to improve your plan.
Next, re-introduce your company you shared in Part A/B.
Lastly, review what you will share; pricing and distribution strategy; integrated marketing communications; plan, public relations, sales promotion, and personal selling plan; competitive analysis; online and direct marketing plan; and social responsibility/cause related marketing plan.
Pricing and Distribution Strategy
Write an introduction here. Minimum of three sentences.
Develop the company’s pricing and distribution strategy. Suggestion: use elements from Discussion Week 7 to help you with this section.
Pricing Strategy
Text starts here (pricing strategy should be in comparison to your competition – example, do you plan to do a penetration or skim strategy? Relate this to your readings and learnings from textbook, page 177-188).
Distribution Strategy
Text starts here (discuss how customers will buy, are you multi-channel? Omnichannel? What is your logistics and supply chain management strategy (i.e., who are your vendors and how will you interact with them, will you use wholesalers, will you have dealers/retailers)? Do not confuse the way you market to a customer as a distribution channel. Distribution is how a customer will buy, i.e., the path to purchase; it is not advertising. Distribution strategy is your route to market. Are you online, brick-and-mortar, reselling to retailers, using wholesalers, what is your supply chain management, vendors?
Integrated Marketing Communications
Write an introduction here. Minimum of three sentences.
Develop the integrated marketing communications plan most relevant for your product / service and audience. This section has many points, be thorough.
Message Strategy
Develop your message strategy. How do you plan to be consistent with your traditional and social media choices?
Media Strategy
Develop your media strategy. What are your media choices and how will you use them. What is your rationale for your choices and why are they relevant to your target market.
Public Relations, Sales Promotion, and Personal Selling Plan
Write an introduction here. Minimum of three sentences.
Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience. Introduction of this section here; minimum three sentences.
Public Relations Plan
Text here. Think about how you can use press releases on new product introductions or news to share with the public.
Sales Promotion Plan
Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty programs, tier pricing, etc.
Personal Selling Plan
Text here. Will you have outside sales representatives, inside sales representatives, telemarketing, customer service, live chats? Include any direct communication plans you will have.
Online and Direct Marketing Plan
Develop your online and direct marketing plan most relevant for your product / service and audience. How will these media tools be used to influence your target audience?


Add your text here to talk about your website, the purpose of your website and how it will deliver the customer experience to support your brand.


Add your text here to discuss your online advertising. Please make sure to distinguish between Pay Per Click and Display advertising and your rationale for these choices.

Search Engine Optimization

Add your text here to discuss search engine optimization and if this adds value to the marketing of your hypothetical business.

Social Media

This is a good section to use references to speak to the validity and choice of your social media choices (i.e., use an academic resource that shares their research on demographics and metrics of the use of Facebook. For example, Facebook has xxx number of followers that are between the age xx and xx with income level of xx –xx, and like to share xxxx — then cite/reference the source).

Direct Marketing

Add your plan to use direct marketing to communicate the value of your business to your targeted customers.
Social Responsibility Plan
Develop your social responsibility / cause related marketing plan most relevant for your product / service and audience. See pages 283-284. What is your contribution to the community?
Summarize the plan to this point (minimum of three sentences) and you should not include any new thoughts (just summary).

Sources (note this is centered and not bold and on a separate page)
Use at least three (3) academic, peer-reviewed resources as quantitative marketing research to determine the feasibility of your product / service. Three academic, peer-reviewed references are proficient. In order to receive most points as exemplary, submit four or more.
These academic, peer-reviewed resources should be industry specific and relate to your chosen product / service. Quality, academic references are peer-reviewed and found in scholarly journals published in the last 5 years. A good way to incorporate is by using Journal of Marketing, as an example, for your theories and consumer behavior observations.
Newspapers, magazines, and other Websites do not qualify as academic resources and although you should reference if you use, they do not count towards your minimum.
Listing your references without applying them in your text (citations) is not acceptable!!! See proper formatting in SWS hints on page 6 of this document.

Tips and SWS Formatting (delete this from your paper)
Below are tips and notes to guide you writing an SWS paper. Use this information as a reference and ask if you have any questions.
Tips and Notes:
1. NEVER plagiarize: Plagiarism: act of using someone else’s ideas, words, figures, unique approach, or specific reasoning without giving appropriate credit.
2. Always include an introduction for your Heading 1 topic (example: Environmental Analysis) to explain to the readers what they learn in the section you are introducing.
3. Paragraphs should be complete, such as a minimum of three sentences:
a. “Put only one main idea per paragraph.
b. Aim for three to five or more sentences per paragraph.
c. Include on each page about two handwritten or three typed paragraphs.
d. Make your paragraphs proportional to your paper. Since paragraphs do less work in short papers, have short paragraphs for short papers and longer paragraphs for longer papers.
e. If you have a few very short paragraphs, think about whether they are really parts of a larger paragraph—and can be combined—or whether you can add details to support each point and thus make each into a more fully developed paragraph.”
4. Do not use (or minimize):
a. they (minimize, pronouns, use actual names/titles for clarity)
b. these
c. there are
d. thing
e. it
f. this
g. I
h. we
i. you
j. one or ones
k. some
l. a lot
m. a ton
n. really
o. very
5. Use of contractions – spell out
6. Findings: are past tense

SWS Guidelines:

1. In -text citations:

If the in-text citation appears at the end of a sentence containing evidence, the closing punctuation of the sentence must follow the closing parenthesis of the citation.
Use the author’s last name or publishing organization’s name and then a comma. Then add the number indicating the placement of this source in the source list.

This is an example.

Studies have also indicated that the high concentration of CO2 in the atmosphere is primarily due to humans’ use of fossil fuels. Atmospheric data shows “that levels of CO2 in the atmosphere are higher than they have been at any time in the past 400,000 years” (National Aeronautics and Space Administration, 4).

2. Sources:

An SWS format Source list citation consists of:
· The author’s name.
· If there are multiple authors, only the first author is used.
· The year of publication of the source.
· The title of the source.
· The page range.
· A way to locate the source (in this case, a permalink from the Strayer Library).

Here is an example of a Source in an SWS format.

Stephanie Herring. 2014. Explaining Events of 2013 from a Climate Perspective. p. 5. search.ebscohost.login.aspx?direct=true&db=a9h&AN=99124811 &site=eds-live&scope=site

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