Part 1 The World of Marketing Worksheet

Orientation

What best describes your firm’s orientation?

Production

Sales

Market

Societal

List ways your firm follows the marketing concept:

Our firm’s primary goal for business is:

Mission

Write your business mission:

Objectives

List objectives of your business marketing plan:

Objective	Person responsible	Completion date
1.
2.
3.
4.
5.
6.

SWOT

Will you hire a consultant for SWOT analysis? Yes No

Identify strengths of business offering:

List keys to success:

Describe competitive advantage of business offering:

List advantages of operating in the Internet space:

Advantage	How will you leverage the advantage?

Identify weaknesses of business offering:

List disadvantages of operating in the Internet space:

Disadvantage	What steps will you take to overcome it?

Ethics

Will you integrate social responsibility into marketing plan? Yes No

Rationale:

Describe any ethical problems your firm faces:

External Environment

Demographic:

Ethnic:

Economic:

Legislative:

Social trends:

Political:

Size of Internet

Growth rate of Internet

Usage rate of Internet

Identify segments where Internet usage growing the fastest:

List emerging technologies affecting your business offering:

List laws regulating your business offering:

Identify key competitors in your industry:

Identify companies working on the same market as yours:

How can you leverage Internet to beat your competition?

Identify ways to handle global marketing for your offering:

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