Marketing Plan


A marketing plan embodies the strategic marketing management process. It is a formal written document that describes the context and scope of an organization’s marketing effort to achieve defined goals or objectives within a specific future time period. A formal written marketing plan represents a distillation of and the attention and interrelated analytical processes. It is the tangible result of an intellectual effort.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

The Concept Lifecycle


The new products process essentially turns an opportunity (the real start) into a profit flow (the real finish). It begins with something that is not a product (the profit). The product comes from a situation and turns into an end.

What we have, then, is an evolving product, or better, an evolving concept that, at the end, may become a product. There are stages, like individual frames in a movie film:

  • Opportunity concept-a company skill or resource, or customer problem.
  • Idea concept-the first appearance of an idea.
  • Stated concept-a home or technology, plus a clear statement of benefit.
  • Tested concept-it has passed an end user concept test; need is confirmed.
  • Full screened concept-it passes the test of fit with company situation.
  • Protocol concepts-a statement (product definition) of the intended market user.
  • Prototype concept-a tentative physical product or system procedure, including features and benefits.
  • Batch concept-first full test of fit with manufacturing; it can be made. Specifications are written, exactly what the product is to be, including features, characteristics, and standards.
  • Process concept-the full manufacturing process is complete.
  • Pilot concept-a supply of the new product, produced in quantity from a pilot production line, enough for field testing with end users.
  • Marketed concept-output of the scale-up process either for a market test or full scale launch.
  • Successful concept (new product)-it meets the goals set for it at the start of the project.

Some firms have as many as three production models or prototypes. So, the idea that a new product suddenly “emerges” from R&D-like a chicken from an egg-is simply incorrect.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Code of Ethics


Best companies have a written code of ethics.  Such codes list principles of appropriate behavior. Code of ethics generally addresses such topics as conflicts of interest, confidentiality of corporate information, misappropriation of corporate assets, bribes and kickbacks, and political support.

If code of ethics is to make a real difference, it must be carefully designed and implemented. Employees are more likely to accept a code if managers and others affected by it are involved in its development.

The code of ethics should be revised to reflect changes in the company’s product line or competitive practices. The code must be internally consistent.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Positive Discipline


Positive discipline attempts to integrate the disciplinary process with the performance management system. When problems arise, rather than promptly responding with a written verbal warning (punitive), positive discipline attempts to get the employee back on track by helping to convince the individual to abide by company performance standards. That is, in using positive discipline, attempts are made to reinforce the good work behaviors of the employee, while simultaneously emphasizing to the employee the problems created by the undesirable performance.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Copyright: Determining “Fair Use”


Courts consider four factors in disputes over fair use:

  • The purpose and character of the use, especially whether the use for profit.
  • The nature and purpose of the copyright work.
  • The amount and substantiality of the portion of the work used.
  • The effect of the use on the potential market for the copyrighted work.

Fair use does not apply to graphics: you must obtain written permission to use any graphics.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Availability of Warranties


In countries where consumer rights are protected, the seller makes the written warranty terms available to the prospective buyer before the sale. The text of the warranty is often displayed next to the product, or on the package in which the product is enclosed. Warranty terms can also be collected in notebooks in the department that sells the goods and may even be microfilmed, so long as the prospective buyer can readily use the microfilm reader. The maker of the warranty is required to make the text of the warranty available to sellers in forms that sellers can readily use, such as providing copies of the written warranty with each product, or on a tag, sticker, label, or other attachment to the product, or on a sign or poster. These warranty requirements also cover catalog and door-to-door sales.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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