ON-Trac II Table of Contents INTRODUCTION & NAVIGATION INSTRUCTIONS UNIT XIII — Client-Focused Marketing (Start Here) Page 2 — About This Unit Page 4 — Do-While-Learning™ Page 5 — Market Planning Time Line Page 6 — Getting Started Page 9 — What Is a Market? Page 11 — Elements of Market Planning Page 13 — Market Opportunity Analysis Page 26 — Understanding Your "Best" Markets Page 27 — Best Case Analyses Page 28 — "Discovering" Market Segments Page 35 — Understanding Your Competition Page 36 — Competitor Analyses Page 39 — "SWOT" Analysis Page 42 — Leveraging Technology Page 52 — Goal-Setting Page 55 — Market Segmenting Page 58 — Defining Criteria & Other Variables Page 73 — Market Selection Page 75 — Market Research Page 76 — Secondary Research Page 78 — Primary Research Page 81 — Market Surveys Page 84 — Customer Profiles Page 90 — Market Positioning Page 96 — Professional Identity Branding Page 100 — First Impressions Last Page 108 — Need Help Building Your Brand? Page 109 — Choosing Media Page 110 — Quotes Page 111 — Marketing Strategy Page 112 — Do-While-Learning™ Page 113 — The Beginning Page 114 — My Marketing Plan Page 115 — Situation Analyses Page 116 — Understanding Your Best Markets Page 117 — Understanding Your Competition Page 118 — SWOT Analysis Page 119 — Marketing Goals Page 120 — Goal-Setting Spreadsheets Page 121 — Sales Forecasting Spreadsheet Page 122 — Marketing, Forecasting & Budget Spreadsheet Page 123 — Sample Goal & Objectives Page 124 — Evaluating Potential Market Segments Page 125 — Market Selection Page 127 — Creating & Defining a Customer/Client Profile Page 128 — My Marketing Strategy Page 129 — Marketing & Sales Resources Page 130 — Communication Tools & Techniques Page 131 — What I Know About This Market Page 132 — Marketing Approach & Development Page 133 — Action Plan & Implementation Schedule Page 136 — Marketing Budget Page 137 — Plan Review Page 138 — Revenue Summary Page 139 — This Year's Sales Spreadsheet Page 140 — Report Summary Spreadsheet Page 142 — Implementing & Managing Your Plan Page 144 — Outsourcing Page 146 — Resources to Help You Find Your Way... Page 147 — Acknowledgements & Sources Page 148 — Unit XIII: Client-Focused Marketing Action Assignment Back to Top | NextNext Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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