Professional Marketing

Professional Marketing

Part I

Formatting

  • Maximum length allowed for Part I is 3 typed pages. Single spaced is okay. Be clear and concise.
  • Include the bolded phrases (sub-headers) below and follow the outline.
  • Don’t use complete sentences (e.g., Use “In business for 20 years” instead of “We have been in business for past 20 years”).

Components

  1. My product and firm
    1. Product/service (list your product’s name here)
      • Outline information about the product/service you are selling (what it is, how it works, how the buyers would use it). This should be written in easy-to-understand language (e.g., don’t copy this out of a brochure or technical product description). Don’t list the pros and cons of your product here.
    2. My company (list your company’s name here).
      • Outline information about the company you are representing (e.g. number of plants/offices, image, size, anything else that will be helpful for the buyer to know).
  2. My Buyer
    1. The buying firm and the buyer (list the buying firm’s name here)
      • Outline information about the company you are selling to. Give enough information so that the buyer can understand what the buying firm does and what product/service it is currently using (that you will replace with your product/service). Remember to include the title (and brief job description) of your buyer.
    2. Buyer’s needs
      1. Buyers’ Needs – Outline information about your buyer’s needs with regard to your type of product as far as you understand them now. You MUST provide enough information for the buyer to answer your needs identification questions generally understand the situation. Note: only list about two basic needs.
      2. Buyer’s Customer’s Needs – If you’re selling something that will be resold (e.g., you are selling Hunts Ketchup to Sam’s for them to sell to the public), include here the needs of your customers (e.g., person who walks into Sam’s to buy ketchup).
    3. What you’ve done so far with this buyer’s firm
      • Outline information about what you have done with this buyer to this point (e.g. results of previous meetings or phone conversations; material you have sent them to look at; conversations you have had with someone else in this buyer’s organization).
  3. The buyers’ options
    1. Provide enough information so that the buyer can easily understand his/her options.
      1. Your own product/service – (Put actual name here. Include prices.) Strengths and weaknesses. Use a table format.
      2. Direct competitor number one – (Put actual name here. Include prices.) Strengths and weaknesses. Use a table format.
      3. Direct competitor number two – (Put actual name here. Include prices.) Strengths and weaknesses. Use a table format.
  4. Objectives
    1. Outline your goals for this meeting. Make sure they are specific, realistic, and measurable.

 The final core assessment for this course is a two-part paper depicting a role play. For this unit, you will submit Part I of your paper for approval. It includes your company, product, buyer, buyer options, and objectives.

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