Action plan, 145–150
Audiences, strategic marketing plan, xvii–xviii
Balance sheet, 139–140
Barnum, B. T., 93
Bastiat, Frederic, 47
Bethune, Mary McLeod, 68
Bezos, Jeff, 127
Break-even analysis, 102–103
Budgeting. See Financial review; Resource concentration
Buffet, Warren, 79
Cain, Herman, 64
Carson, Ben, 149
Cash flow, 140
Child prodigies, 37
Commodity pricing strategy, 105
Complainers
causes, 127–129
comparison of, 128
description, 126–127
discourage, 127
distribution of, 129
rewarding best, 129–132
Consistency, 72–78
Controllable expenses, 140
Cultural trends
opportunities, 17
threats, 29
Current liabilities, 140
Customer service. See Complainers
Deliver delight
consistency, 72–78
distribution channels, 78–80
franchises, 80
Pareto distribution, 73–75
Demographic trends
opportunities, 16
threats, 28
Distribution. See Deliver delight
Drucker, Peter F., 27
Economic trends
opportunities, 16
threats, 28
Financial review, 139–140
Fixed expenses, 140
franchises, deliver delight, 80
Franklin, Benjamin, 36
Goodwin, Doris Kearns, 15
Gray, Joshua, 155–159
Greene, Carrie, 179–182
Gross profit, 140
Gross revenue, 140
Harris, Andrew, 165–168
Holland, David, 47
Ilie, George, 161–164
Income statement, 140
InfoUSA, 117–118
Jobs, Steve, 35
Johnson, Ron, 108
Kern, Frank, 3, 43
Key business prospects, 117
Key consumer prospects, 117–118
Key customers
description of, 27–28
duplicate, 119
equal treatment, 24–25
focus on, 119
innovation, 66–67
Pareto distribution, 25–26
profitability of, 25
rewarding, 111–112, 129–132
King, Lorene, 169–172
Lenzini, Tom, 173–177
Liabilities, 140
Long-term liabilities, 140
Macroenvironmental audit, 1
Marketing audit, 1
Marketing mix decisions
distribution, 55–56
pricing, 56–57
products and services, 55
promotion, 56
Media, promotions, 92–93
Mission statement, 18
Myers-Briggs Type Indicator, 35
Natural trends
opportunities, 16
threats, 28–29
Net income after taxes, 140
Offer treasures
description, 63
innovate for key customers, 66–67
key customers, 69
prune features, 64
prune options, 64
prune product/service lines, 65–66
pruning, 62
successful startup secrets, 67–68
Opportunities
business on quality, 15
cultural trends, 17
demographic trends, 16
economic trends, 16
macroenvironmental audit, 1
mission, 2
natural trends, 16
political trends, 17
technological trends, 16
Opportunity cost, 136
Pareto distribution, 25–26
Pareto distribution, 2, 62–63, 73
Pareto’s law, 149–150
Pareto, Vilfredo, 2, 11, 13
Political trends
opportunities, 17
threats, 29
Porter, Michael, 40, 51
Positioning, SWOT analysis, 2, 54
Poulin, Ken, 183–186
Price skimming strategy, 105–106
Pricing
break-even analysis, 102–103
commodity pricing strategy, 105
failures of, 102
key customers, 100–101
marketing mix decisions, 56–57
mass market, 103–104
mistakes of, 106–108
price skimming strategy, 105–106
select market, 104
success of, 101
value-added pricing strategy, 105
Products and services. See Offer treasures
Profit and loss statement, 140
Profit prospects, 118–120
Project management
complex project, 148
cube, 147
schedule, 148
steps, 148
tools, 147–149
Promotion. See Trumpet Empathy
Promotional campaign, 90–91
Prospects
description, 115–117
key business, 117
key consumer, 117–118
profits, 118–120
targeting key, 199–122
Pruning, 62
Purchase process, 91
Quality vs. quantity
consistency, 11–13
count of, 8
80/20 rule, 13–14
scientific results, 11
workshop learning, 9–11
Resource concentration, 112, 137–139
Revenue, 85–86
Rewarding, 111–112, 129–132
Riney, Hal, 87
Robbins, Tony, 85, 154
Romero, John, 120
80/20 rule, 2, 13–14
Rumsfeld, Donald, 141
Strategic marketing plan
audiences of, xvii–xviii
components of, xix–xx
definition, xvii
needs of, xvii
purpose of, xix–xx
scope of, xviii–xix
sections of, xx
Strengths
description of, 36
marketing audit, 1
specialty definition, 3
unique, 38–40
value of, 38–40
Suppliers
strengths vs. weaknesses, 46
types of, 46
SWOT analysis
competition, 53
growth strategies, 53
life cycle, 54
opportunities, 1–2
positioning, 2, 54
strengths, 1, 3
threats, 1–3
weaknesses, 1, 3
Targeting key prospects
business, 117
case study, 121–122
consumers, 117–118
higher profits, 118–120
Technological trends
opportunities, 16
threats, 29
Theory of comparative advantage, 3
with trade, 49
without trade, 48
Threats
cultural trends, 29
demographic trends, 28
economic trends, 28
macroenvironmental audit, 1
natural trends, 28–29
political trends, 29
target market, 2–3
technological trends, 29
Timeless wisdom, 7
Total assets, 139–140
Total beginning cash, 140
Total cash expenses, 140
Total cash income, 140
Total liabilities, 140
Total operating income, 140
Trumpet empathy
business owners, 84
case study, 86–90
elements of promotion, 92
evaluations, 93
media, 92–93
promotional campaign, 90–91
purchase process, 91
revenue, 85–86
Unique capability, 39
Unique strengths, 38–40
Value-added pricing strategy, 105
Walton, Sam, 75
Weaknesses
delegate, 51
marketing audit, 1
marketing research, 35–36
suppliers compensation, 3