Tactical Decisions: Additional Considerations

(These may be 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 each)

  • 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
Tactical Decisions: Pricing
Part 5: Budgeting, Performance and Implementation