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  3. Marketing Plan One of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not re

Marketing Plan One of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not re

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问题                               Marketing Plan
    One of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not referring to an academic exercise found in college marketing textbooks. Your marketing plan should be a simple (in some cases, one-page) document that specifically answers who you are, what you do, who needs what you do and how you plan to attract their attention, it’s a combination of the planning process and the completed action plan.
    Follow these seven simple steps to build the perfect marketing plan:
    Step 1: Narrow your market focus. Try to describe your ideal customer in the narrowest and most detailed terms possible, as though you’re describing him or her to a referral(呈交) source.
    Step 2: Position your business. Figure out what you do best and what your target market wants. Maybe it’s how you serve a nich (服务 群) or package your products. If you don’t know what it is, call up three or four of your clients and ask them why they buy from you. Craft a core marketing message that allows you to quickly differentiate your business.
    Step 3: Create education-based marketing materials. Recreate all your marketing materials, including your website, to focus on education. Make certain every word in your marketing materials speaks of your core messages and to your target market.
    Step 4: Never cold call. Make sure all your advertising is geared toward creating prospects, not customers. You must find ways to educate before you sell. Your target market needs to learn how you provide value in a way that makes them want to pay a premium for your services or products. You simply can’t do this in a 3-inch-by-4-inch ad. Your ad must get viewers to ask for more information. Then you can proceed to selling. Determine all the ways you can get your education-based messages in front of your narrowly defined target market.
    Step 5: Earn media attention. Create a list of journalists who cover your industry or community, and build relationships with each by becoming a reliable resource of information. Plan out an entire year of new items you can promote by season or event.
    Step 6: Expect referrals. Create a referral marketing engine that systematically turns each client and referral network into a kind of unpaid sales pro. You must instill a referral marketing mind-set into your business’s culture. Do this by making every customer a marketing and referral contact. Map every contact and build processes that focus on referrals.
    Step 7: Live by a calendar. After you complete steps 1 through 6, determine what you need to do to put them into action. Then create an annual marketing calendar, noting the required monthly, weekly and daily appointments necessary to move your plan forward.
How can you position your business?
选项 A、Make a cold call to know about what your clients need.
B、Make use of your advantages and find out what your clients need.
C、Follow other successful companies’ plan and try to learn something from them.
D、Instill the strong points of your products into your clients’ mind.
答案B
解析 推理判断题。由题干关键词position your business定位到第四段可知，要深入理解你最擅长的方面和你的销售对象的需求。如果你不知道怎么写，你可以拜访3或4位客户，问问他们为什么要买你的产品。起草一份核心销售文件，使你可以很快地看出自己公司与其他公司的区别所在。故B“利用你的优势找到你的客户的需要”与原文相符，为正确答案。A“必要的时候冷访”与原文中Step 4不符，而且文章也没有提及通过冷访来了解客户需求；C“跟随其他成功企业的模式向他们学习”和D“向你的客户灌输你的产品的优点”在原文都未提及，均排除。
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