Cisco Field Manual: Catalyst Switch Configuration

A marketing plan consists of the following elements:

• Situation analysis Covers your current situation; offers competitive analysis; and includes a strengths, weaknesses, opportunities, and threats (SWOT) analysis.

• Marketing mix Involves the four Ps of marketing: product, price, promotion, and place.

• Customer segments Defines your user communities. Divide your users into different groups as described in Chapter 3. Once you have determined your user segments, tailor the marketing mix (product, promotion, price, and place) to each segment.

• Objectives Includes how you will measure your marketing and project effectiveness. Some of this may involve measurement of the goals described in Chapter 2, or it may include the marketing objectives: number of users trained, number of promotional efforts, and so on.