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The purpose of this document is to define the process one should consider when developing a Marketing Plan. The audience for this document would include the Marketing and Sales departments. It describes product positioning, market and demographics, and applicable competition information. This is not intended to be all that is done for marketing, it is the minimum necessary on the development side to ensure it is being developed with the right basic marketing goals in mind.
It includes the following information:
- Target Market
- Competition
- Product Positioning Statement
- Summary of capabilities
- Marketing budget
- Pricing and promotion strategies
Documents that can be used during the envisioning phase:
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