E-Book Overview
This workbook coaches business leaders to magnify the profits of a business. They learn a unique scientific system for predicting and achieving results. Their systematic decisions will spark the profits of any business. This system comprises all strategic decisions in the marketing plan for a business. The first part uses the SWOT Analysis to assess its strengths and weaknesses and identify possible opportunities and threats. The SWOT Analysis clarifies the mission, target market, specialty, and suppliers of the business. The questions at the end of these four chapters guide business leaders to focus on quality, describe key customers, compete on strength, and delegate weaknesses. The next part positions the business relative to its competitors with marketing mix decisions. Business leaders specify its products and services, and how to distribute, promote, and price them. These four chapters close with questions that lead the business to offer treasures, deliver delight, trumpet empathy, and price as valued. The final part motivates them to implement their decisions. The closAing questions motivate business leaders to target key prospects, reward the best, concentrate resources, and jump into action. These twelve decisions transform a marketing plan and build the business. Her unique scientific system coaches business leaders to use the 80/20 rule to magnify their profits.
E-Book Content
Marketing Strategy Collection Naresh Malhotra, Editor Marketing Plan Templates for Enhancing Profits Elizabeth Rush Kruger Marketing Plan Templates for Enhancing Profits Marketing Plan Templates for Enhancing Profits Elizabeth Rush Kruger Marketing Plan Templates for Enhancing Profits Copyright © Business Expert Press, LLC, 2016. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher. First published in 2016 by Business Expert Press, LLC 222 East 46th Street, New York, NY 10017 www.businessexpertpress.com ISBN-13: 978-1-63157-274-6 (paperback) ISBN-13: 978-1-63157-275-3 (e-book) Business Expert Press Marketing Strategy Collection Collection ISSN: 2150-9654 (print) Collection ISSN: 2150-9662 (electronic) Cover and interior design by Exeter Premedia Services Private Ltd., Chennai, India First edition: 2016 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America. Testimonies by Successful Entrepreneurs “Its stories, examples, and graphics guide business leaders to use scientific realism in their marketing decisions.” —RICHARD KOCH, AUTHOR OF THE MILLION-COPY BEST SELLER, “THE 80/20 PRINCIPLE: THE SECRET TO ACHIEVING MORE WITH LESS,” GIBRALTAR “Want to generate more profits? Dr. Kruger lays out easy-to-follow ways to increase your profits.” —KEN BERNHARDT, TAYLOR E. LITTLE REGENTS PROFESSOR OF MARKETING EMERITUS, ROBINSON COLLEGE OF BUSINESS, GEORGIA STATE UNIVERSITY, PAST PRESIDENT OF THE AMERICAN MARKETING ASSOCIATION, AND AUTHOR OF MARKETING TEXTBOOKS, WOODSTOCK, GEORGIA “During my years of selling and servicing insurance, the results were exactly as predicted in her book. Dr. Kruger has laid out an easy-to-use process for growing top customers of any business.” —ROBERT IOCCO, CPA, CIC, CEO, TRUSTPOINT INSURANCE, BRISTOL, VIRGINIA “I use the 80/20 rule to manage my chiropractic clinic—and my life. As a result, I attract and retain the best patients and accomplish more in less time.” —DR. DAVID MALLORY, NECK, BACK, AND HEADACHE RELIEF CENTER, DAYTONA BEACH, FLORIDA “Just as Dr. Kruger coached me, Holland Financial is focused on serving our target demographic. She mentors with a sharp perception of what really matters.” —DAVID HOLLAND, CEO, HOLLAND FINA