1.5 - About University

G ETTING THE PROCESS STARTEDAs a way to begin the process of developing a marketing plan, use the workspace here to captureyour initial thoughts under each of the five steps. Of the thoughts you jot down, note:➊➠➠➠which you consider to be givens or nonnegotiables (and thus provide clear direction toyour group);which are preferences, to which you have no firm commitment as yet; andwhich are raw ideas that you will use to stimulate the group’s thinking as they work ondeveloping a marketing plan.Know yourprofessionalservices group.➋Know yourorganization.➌Know yourclients.➍Formulate yourgroup’s strategy.❺Integrate thisstrategy into amarketing plan.Copyright McGraw-Hill 2000. Original purchasers of this book are permitted to photocopy or customize this worksheet by downloading it fromwww.books.mcgraw-hill.com/training/download. The document can then be opened, edited, and printed using Microsoft Word or other word processingsoftware.98 SECTION 3 TOOLS FOR STRATEGIC THINKING