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  3. Marketing Plan One of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not re

Marketing Plan One of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not re

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问题                               Marketing Plan
    One of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not referring to an academic exercise found in college marketing textbooks. Your marketing plan should be a simple (in some cases, one-page) document that specifically answers who you are, what you do, who needs what you do and how you plan to attract their attention, it’s a combination of the planning process and the completed action plan.
    Follow these seven simple steps to build the perfect marketing plan:
    Step 1: Narrow your market focus. Try to describe your ideal customer in the narrowest and most detailed terms possible, as though you’re describing him or her to a referral(呈交) source.
    Step 2: Position your business. Figure out what you do best and what your target market wants. Maybe it’s how you serve a nich (服务 群) or package your products. If you don’t know what it is, call up three or four of your clients and ask them why they buy from you. Craft a core marketing message that allows you to quickly differentiate your business.
    Step 3: Create education-based marketing materials. Recreate all your marketing materials, including your website, to focus on education. Make certain every word in your marketing materials speaks of your core messages and to your target market.
    Step 4: Never cold call. Make sure all your advertising is geared toward creating prospects, not customers. You must find ways to educate before you sell. Your target market needs to learn how you provide value in a way that makes them want to pay a premium for your services or products. You simply can’t do this in a 3-inch-by-4-inch ad. Your ad must get viewers to ask for more information. Then you can proceed to selling. Determine all the ways you can get your education-based messages in front of your narrowly defined target market.
    Step 5: Earn media attention. Create a list of journalists who cover your industry or community, and build relationships with each by becoming a reliable resource of information. Plan out an entire year of new items you can promote by season or event.
    Step 6: Expect referrals. Create a referral marketing engine that systematically turns each client and referral network into a kind of unpaid sales pro. You must instill a referral marketing mind-set into your business’s culture. Do this by making every customer a marketing and referral contact. Map every contact and build processes that focus on referrals.
    Step 7: Live by a calendar. After you complete steps 1 through 6, determine what you need to do to put them into action. Then create an annual marketing calendar, noting the required monthly, weekly and daily appointments necessary to move your plan forward.
Which of the following is TRUE about the education-based marketing?
选项 A、You take on the role of a salesperson and deliver a sales message to your target market.
B、You take on the role of a consultant and tell clients about their problems and the solutions you can provide.
C、You need to provide them with good education opportunities if the clients decide to buy your products.
D、You must make sure that the education-based marketing materials must come from marketing text books.
答案B
解析 事实细节题。由题干关键词the education-based marketing定位到第五段第二句Recreate all your marketing materials，including your website，to focus on education．可知，创造以引导为基础的销售材料，重新设计你的销售材料，包括你的网页，把重点放在引导上。故B“你扮演一个咨询师的角色，告诉你的客户他们的问题和你可以提供的解决方案”与原文以引导为基础一致，故正确。由此可排除A“你扮演一个销售人员的角色，把销售信息传递给你的客户”；C“如果你的客户决定买你的产品，你需要给他们提供良好的学习机会”、D“你必须保证你的资料来自于市场营销的教科书”在原文并未体现，可排除。
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