• Segmentation is Strategic--Divide to Conquer
  
  Research your market to know how many potential customers you have, what their needs are, and how to reach them. Then divide them into segments based on their common characteristics.

• Segmentation Web Link Examples
  
  Use Internet research to follow up on market segmentation, get more examples, and develop ideas.

• Product Positioning
  
  Product positioning is another important way to enforce strategic focus. Position your product properly in the market, where it will stand strongest.

• Product Positioning Web Links
  
  Here are several links to website examples and information on product positioning.

• Develop Your Mission Statement
  
  A marketing strategy often begins with a mission statement. A good mission statement normally focuses on the benefits you offer to your customers, and links to your corporate mission.

• The Strategy Pyramid
  
  The Strategy Pyramid places strategy at the top, supported by tactics in the middle, and programs at the base. Strategy means nothing without tactics and programs to make it real.

• Set Your Marketing Objectives
  
  A good marketing plan sets specific marketing objectives. Think about sales, market share, market positioning, image, awareness, and related objectives.

• Mission Statement Web Links
  
  If you use the Internet to search for mission statements, you'll likely find a lot more than you want. Here are some related links.

• Set Financial Objectives Too
  
  State your marketing plan's financial objectives as clearly as you can. Marketing involves sales, costs of sales, and sales and marketing expenses, all of which affect profitability and cash flow.

• The Pyramid and Strategic Alignment
  
  Strategic alignment is essentially matching up your strategy to your tactics and specific programs, or business activities. The strategy pyramid is a visual tool to help you act on what your plan says you're going to accomplish.

• A Pyramid Example
  
  This example, taken from the Acme Consulting sample plan, uses the strategy pyramid to explain the main points of a company's strategy.

  Acme Consulting is a consulting company offering very specialized consulting for high-tech companies moving into foreign markets and marketing through channels of distribution.

• Another Pyramid Example
  
  This example is taken from the American Management Technologies (AMT) sample marketing plan, a computer store facing tough competition. This is the sample company whose SWOT Analysis appears earlier in this book.

• Segmentation Options: You Make the Call
  
  You can segment a market different ways: demographic, geographic, psychographic, ethnic, or a combination. Use the segmentation that works best for your marketing strategy.

• The Role of The Champion
  
  Another part of this strategy is identifying a "champion" to design and manage the implementation of the public relations activity.

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