MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. 2. What do they buy? (Primary vs. Selective Demand)
Primary demand describes why a customer would purchase this general type of product. Selective demand describes why a customer would purchase your specific brand. This section should describe in generic terms why customers are interested in the product category and your brand specifically. This is really a discussion of the benefits that your product and products like it deliver to customers.
Of course when you sell through a channel of distribution, what channel members are buying is profit. Here you will describe how your product delivers that profit.