Chapter 2 Marketing Plan 35 Copyright Goodheart-Willcox Co., Inc. Communication Skills Reading There are many marketing terms listed in bold as key terms in this chapter. There are other terms that are italicized. Make a list of the italicized terms and add them to your personal glossary. Writing Generate your own ideas to support the need and importance of conducting an environmental scan as part of the marketing plan. Write an argument to support your reasoning. Listening Hearing is a physical process. Listening combines hearing with evaluation. Listen carefully to your instructor as the marketing plan material of this chapter is presented. Take notes about the main points. Then, organize the key information that you heard. What points would you reiterate if you were presenting the chapter? Internet Research Marketing Plans Numerous marketing plan templates can be found on the Internet. Conduct an Internet search using the term marketing plan templates. Compare the templates you find online with the one you will use in this text. Examine the common elements of each. Compare and contrast the section names within the different documents. Identify the marketing objectives outlined in each plan. Metrics Marketing metrics are used to track and evaluate marketing activities. Conduct an Internet search for marketing metrics. Create a list of four common marketing metrics that companies use to evaluate the effectiveness of their marketing strategies. Write a brief summary of what each metric on your list measures. Marketing Tactics Conduct an Internet search for the term marketing tactics. Make a list of five tactics that the experts consider to be cutting edge. What advice would you give your fellow classmates on how to write effective marketing tactics to support marketing strategies? Teamwork Working with a partner, make a list of ten memorable product positioning statements that are popular today, similar to the Geico example in the chapter. Next, involve your classmates by writing each statement on a piece of paper and drop in a box. Have a student pick a folded paper out of the box, read the statement, and see if he or she can identify the product that the statement represents. What did you learn about product positioning from this experience? Portfolio Development Types of Porfolios Artists and other communication professionals have historically presented portfolios of their creative work when seeking jobs or admission to educational institutions. However, portfolios are now used for many reasons. It is helpful to identify which type is appropriate for the industry in which you are applying for a position. Examples of types of portfolios are as follows. • Documentation portfolio. Demonstrate past and ongoing successes in academics or professional work performances. • Process portfolio. Show growth and accom- plishments in skilled work or academics with the inclusion of personal reflections in the form of commentaries, blog posts, or similar. • Professional portfolio. Exhibit accomplish- ments related to a career or profession, including proof of valuable job-specific skills, training programs completed, and other work-related accomplishments. • Showcase portfolio. Document grades, awards, and milestones, as well as artistic works and public speaking events. • Hybrid portfolio. Combine multiple portfolio types and include feedback from professional third parties. 1. Research the diff types of portfolios fferent mentioned here, as well as any others that may be appropriate for your goals. 2. Select the type of portfolio to create to match your career goals. College and Career Readiness College and Career Readiness