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CHAPTER 13
MARKETING PLAN WORKSHEETS
13.1 SWOT Primer
13.2 SWOT Examples
13.3 SWOT Analysis Worksheet
13.4 Marketing Inventory Worksheet--Human Resources
13.5 Marketing Inventory Worksheet--Financial Resources
13.6 Marketing Action Plan
13.7 Marketing Record
This chapter provides worksheets, prompts, and examples to complete your marketing plan.
13.1 SWOT PRIMER
Before beginning the SWOT process and worksheets, you might want to look over the SWOT primer in Exhibit 13.1.
It is intended to elicit your first impression or "top of mind awareness" and whether you record your responses
or simply keep them "in mind," it is a useful thought starter for the SWOT analysis.
Exhibit 13.1--SWOT Primer.
· Our customers think . . .
· Our employees always . . .
· We stand out from the competition because . . .
· Our airport is known for its . . .
· We are great at . . .
· We want our customers to . . .
· We want to be remembered for . . .
· We are proud of . . .
· What makes us different is . . .
· We have gotten better at . . .
· We strive to . . .
· We have achieved . . .
· Our community thinks . . .
· Our community would like . . .
Source: KRAMER aerotek, inc.
136
