すぐれたマーケティング・プランとは？
8つのポイントを進める前に、次のことを考備しておく必要がある。
あなたの進むべき道は明確か？
あなたは、どのようにして、あなたや社員にとって適性規模の計画を作り上げ、関係者全員に理解してもらうのか?
その計画は、共通のゴールやビジョンに向けた、だれかの行動につながるものか?
作業、行動、創造のすべてを統合することが、ゲリラ・マーケティングの作成プロセスの真髄なのである。
すぐれたプランは次の2点に要約される。
1.顧客がなにを望み、期待しているかはもとより、市場をくまなく知り尽くすこと
2.競合他社や市場参入の障害、コスト、外的要因、予算、必要な知識などについて知ることによって、顧客を満足させる方法を見つけること
これらの知識で武装することによって、顧客を惹きつけ、獲得し、維持するために必要なマーケティング戦略を作成することができるだろう。
また、市場で生じるいかなる変化にも対応できるようになるはずだ。
すぐれたマーケティング・プランは、変化に十分対応できるように、柔軟なものでなくてはならない。
市場や顧客は変化していく。
会社の方針や活動も同じだ。
柔軟性を持ち合わせていれば、ゴールに到達できるだろう。
マーケティングがうまくいけば、あなたのビジネスも成長する。
計画を作成し、柔軟かつ確固たる戦略を編み出せば、あなたは成功に一歩近づくことになる。
潜在顧客を惹きつけること。潜在顧客を、お金を払ってくれる顧客に転換すること。獲得した顧客を手放さないこと。マーケティング・プランは、このすべての段階のための業務マニュアルである。
マーケティング・プラン作成のために必要な8つのステップを終え準備が整えば、あなたはゲリラ・マーケッターとしての一歩を踏み出す用意ができたことになる。
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