Introduction
Development of a Marketing Plan
Steps in Completing a Marketing Plan Market Resources
Target Market Description
Existing Market Demand
Developing Objectives and Strategies for Implementing the Plan
Product Mix
Market Site and Type
Management Audit (Analysis)
Procedure for Preparing a Management Audit
Areas of Questioning for Overall Management Section
Sample Questions in the Management Area
Financial Planning and Budgeting
The Operating Statement
The Balance Sheet
Cash Flow
Pro Forma Statements
Enterprise Budget/Break-Even Analysis
Financial and Productivity Ratios
Net Operating Profit
Return on Owner's Equity
Return on Investment
Inventory Turnover
Regulations and Insurance
Market Planning Summary
Layout Principles for Display Selling Areas
Customer Traffic Flow Studies
Conducting a Customer Traffic Flow Study
Back Room - Storage, Preparation, and Other Areas
Sample Layout
Temperature
Humidity
Handling Precautions
Preparation and Storage Area
Food Safety and Health
Additional Information
General Observations
Merchandising Components, Observations, Recommendations
Image
Points to Consider in Determining Product Mix
Display
Sales Display Ideas
Labeling
Suggestions for Improving Labeling Practices
Price Marking
Price Marking Suggestions
Advertising
Different Advertising Media
Promotion
Examples of Promotional Programs
Communication
Suggestions for Improving Communication
Ten Points for Successful Merchandising
Costs
Markups
Margins
Demand for the Item
Other Considerations
Pricing Strategies
"One Price" Strategy
"Multiple Price" Strategy
"Psychological Pricing" Strategy
"Loss Leader" Pricing
"Volume Pricing" Strategy
"Unit Pricing"
"Creative Pricing"
Summary
Creating Customer Satisfaction Pays
Points to Consider in Improving Customer Service
Customer Dislikes Concerning Farm Markets
Market Facilities
Quality
Mixed Sizes
Handling
Other Market Services
Experience Marketing
The Future of Farm Retail Marketing
Direct Marketing Offers a Unique Opportunity
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