Marketing:
Analysis & Understanding
Session 4
Date:
Due:	Section III: Parts A and B
Class Opener
Instructor Topics
Expanding Your Market Research
Describing Your Product
Market Analysis
Guest Speaker
Break
Refreshments
Networking activity
Work Period
Assignment for Session 5
WORKBOOK	Complete the worksheets in Workbook Session 4. WRITE	After completing the Session 4 worksheets, follow the instructions on the Writing Your Business Plan page at the end of the worksheets to write Section IV. Marketing Plan: A. Products and Services and B. Market Analysis. TEXT	Read Chapters 9 through 12 (Product, Price, Promotion and Placement).

Learning Objectives
Understand common market research methods. Understand how to describe product features and benefits. Understand the importance of gathering primary data when conducting customer research. Distinguish between direct and indirect competition. Learn how to use customer and competition profiles to calculate and analyze market potential.