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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