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n Do we avoid offering discounts for initial orders that may upset
existing loyal customers?

n Do we use pricing to build loyalty?
n Do we have a low cost promotional plan that is consistent in

application and consistent with our desired image?
n Do we make the most of “free ink”, sponsorship, co-operative

programmes, affiliate programmes?
n If we have a website is it easy to find, easy to use and packed with

relevant information?
n Do we invite customers to opt-in for further information?
n Do we promote our strengths?
n Is everybody clear about our competitive advantage?
n Is our competitive advantage in those areas where it is most

meaningful to the most worthwhile customers?
n Do we use technology effectively to reduce marketing costs?
n Are our direct sales-team well directed and supported with key

market intelligence?
n Do we use market testing rather than market research whenever

this is a feasible alternative?
n Do we constantly probe for competitor weaknesses?
n Do we have a detailed sales plan including effective, non-

bureaucratic reporting?
n Have we an effective people plan in place? (Recruitment and

retention, training and development, performance management,
incentives and even the organizational structure are all potentially
important parts of the marketing strategic and tactical plan.)
n Are our budgets adequate without being over-generous?
n Could we achieve more with less?
n Are our feedback, evaluation, review and re-direction activities
integrated into our planning?
n Are we ready to be responsive to what the market is telling us?
n Are we using all sources of information?
n If we have non-executive directors are they expected to keep a
watchful eye on the market and ask the tough questions at the
right time?

The elements of a marketing plan

The old-fashioned eight-step marketing plan has still many virtues. In
today’s fast-moving markets, however, we need a little more. We need:

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