How to Write a Marketing Plan

Part 4: Tactical Marketing Programs

6. Other Areas (optional)
In this section include a discussion of other marketing decision areas. Two additional areas – customer support service and marketing research – are provided though it is possible others exist. (Length: 1 page or less)

• Customer Support Services
  • Brief summary of current customer support services decisions:
    • types offered:
      • e.g. call center, online, service desk, walk-up, on-site
    • customers being serviced:
      • e.g., current customers, potential customers, distributor network
    • service delivery method:
      • e.g., internally managed, contracted, partnership arrangement
  • Identify planned changes
    • Summarize changes
    • Justify changes:
      • Due to results
      • Due to research
      • Due to competition
      • Other
  • Describe planned changes
    • Objectives
      • e.g., availability, response time, satisfaction level
    • Types offered
    • Customers being serviced
    • Service delivery method
    • Spending and timetables

• Market Research
  • Brief summary of current market research efforts
    • Projects
      • e.g., completed, in process, under consideration
    • Research responsibility
      • e.g., internally managed, contracted, partnership arrangement
    • Identify planned changes
      • Summarize changes
      • Justify changes:
        • Due to results
        • Due to research
        • Due to competition
        • Other
    • Describe planned changes
      • Objectives
        • e.g., customer analysis, market analysis, competitor analysis, exploratory
      • Projects
      • Service responsibility
      • Spending and timetables