Tactical Decisions: Additional Considerations

(Note: Coverage of these items may not be applicable for all Marketing Plans.)

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
  1. Brief Summary of Current Customer Support Services Decisions
    • types offered:
      • e.g. call center, online, text, 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
  2. Identify Planned Changes
    • Summarize changes
    • Justify changes:
      • Due to results
      • Due to research
      • Due to competition
      • Other
  3. Describe Planned Changes
    • Objectives
      • e.g., availability, response time, satisfaction level
    • Types offered
    • Customers being serviced
    • Service delivery method
    • Spending and timetables
Marketing Research
  1. Brief Summary of Current Marketing Research Efforts
    • Projects
      • e.g., completed, in process, under consideration
    • Research responsibility
      • e.g., internally managed, contracted, partnership arrangement
  2. Identify Planned Changes
    • Summarize changes
    • Justify changes:
      • Due to results
      • Due to research
      • Due to competition
      • Other
  3. Describe Planned Changes
    • Objectives
      • e.g., customer analysis, market analysis, competitor analysis, exploratory
    • Projects
    • Service responsibility
    • Spending and timetables