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basic outlinefora marketing planwith descriptionofthe（基本outlinefora营销来自descriptionofthe）.doc

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basic outlinefora marketing planwith descriptionofthe（基本outlinefora营销来自descriptionofthe）

Basic Outline for a Marketing Plan with Description of the Contents APTA Marketing Planning Workshop, L.L.C., Baltimore, MD May 18, 2003/July 17, 2003 NOTE: ELECTRONIC VERSIONS OF THIS DOCUMENT IN BOTH WORD AND WORDPERFECT FORMAT ARE AVAILABLE FOR DOWNLOADING. TO DOWNLOAD, GO TO: /~dpitta Click on the APTA link and you will be able to choose either file. Some Housekeeping This basic outline is supplied in both Word and WordPerfect format. It contains some guidelines arranged in an acceptable structure. In class we will cover many of the marketing concepts, which underlie the plan. You can open the file and start customizing it for your practice. In the online portion of the course, we will share specifics, which will help position the planning process in both marketing and physical therapy practice management. At the outset, we should position a marketing plan in relation to a business plan. A business plan considers the overall factors necessary to start and operate a business. In contrast, a marketing plan concentrates on a subset of those factors. It focuses on the actions and plans necessary to attract clients and keep them satisfied. It considers competition, environmental factors, and possibilities for cooperation, promotion and other factors necessary for serving a market. Both plans are important. A business plan will help secure financing from lending institutions and will force you to consider the actions needed to succeed. A marketing plan will do that too. As a marketer, I am prejudiced in favor of the value of the marketing plan. Too many good business plans are followed by adequate but barely adequate marketing plans. The result is mediocre success – or even eventual failure. Marketing correctly – at the outset – spells the difference between great prospects of success and initial wasted efforts that limit the ultimate chances for triumph. We should emphasize that a marketing plan has many uses. Its primary use is