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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.
What should a good marketing plan be like, according to the passage?
选项 A、It is an academic and complex document.
B、It should follow the college marketing textbook.
C、it’s all about the ways to attract your target market.
D、It should include planning process and the completed action plan.
答案D
解析 事实细节题。由题干关键词marketing plan定位到第一段第二至四句：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．．．It’s a combination of the planning process and the completed action plan．可知，这里指的并不是在大学的市场营销课本上出现的学术练习，市场营销计划应该是简洁明了(有时只需要一页纸就可以记录下来)的一份文件。它是计划过程和整套行动计划的结合体。D与原文一致，故正确。A“它是一份学术性的而且复杂的报告”、B“它必须要与大学的市场的各种方法”，这个只是一个方面，并不全面，故不准确。
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