Note:The complete workbook is included in your conference registration fee.

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The aim of marketing is to generate customers for your business.

The purpose of a marketing plan is to answer the questions:

• What should I sell?  
• Who should I sell it to?             
• How do I sell it to them?           

          This workbook will guide you through the basics that need to be answered when creating a marketing plan. From the general (mission statement and objectives) to the specific (tasks and deadlines), you will create a custom plan focused on your unique business situation. Since the plan is unique to you, there are no wrong answers.

          Your plan is a dynamic document and will change over time as you hear new ideas and consider new possibilities. Actually, you are creating the first draft of a plan. It is not forever. This dynamic quality should make it easier to answer the questions and complete the lists in the following exercises.            

         In the workbook, we make use of one of the unchanging foundations of modern marketing: the Four Ps. All marketing activities can be categorized under Product, Place, Promotion, and Price. Several of the exercises use these four pigeon holes to place ideas, projects, strengths, weaknesses, and other concepts. By using the Four Ps you are covering all the marketing bases.  

         One of the repeated activities in the workbook is written brainstorming and list making. As most of us know, brainstorming is simply writing down all ideas, without considering whether they are a good, workable ideas or not. In making your initial lists, don’t judge the ideas at first. You will pick the practical, feasible ideas later. Any and all ideas are OK. They may come from your experience, the Conference presenters, or your fellow publishers.

Happy planning!

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