TABLE OF CONTENTS Preface 1 SECTION A 3 STRATEGIC NATURAL STONE MARKETING a. Marketing 101 4 52 Questions on Marketing for Natural Stone Professionals Marketing Mix - Product Life Cycle - Environment - Pricing Strategies b. Direct Marketing 101 15 20 Questions on Direct Marketing for Natural Stone Professionals Direct Marketing Principles - Direct Marketing Elements Successful Direct Marketing Campaigns c. Strategic Natural Stone Marketing Plan 39 Direct Marketing Planning -Segmentation - Targeting Positioning d. Sales Strategies 43 Sales Team - Sales Strategies e. Various Statistical Information For Natural Stone Professionals 45 Number of Total US Natural Stone Companies - U.S. Census Location of US Natural Stone Companies Based on States SECTION B STRATEGIC NATURAL STONE BUSINESS PLAN Chapter I - Introduction 90 The Purpose of The Business Plan - Products, Segmentation and Operations - Overview of US Marketplace - Natural Stone Materials Chapter II - Executive Summary 94 Objectives of Creative Sales & Trading, Inc. – ii Natural Stone US Marketplace - Benefits of Creative Sales & Trading,Inc. - Operations of Creative Sales & Trading, Inc. - Mission Statement - Vision Statement Chapter III - Product Information 96 Natural Stone Products – Natural Stone Care Products Chapter IV - Market and Industry Overview 105 The US Economy – Construction Industry – Natural Stone Industry – Highlights of the Chapter Chapter V - Market and Customer Analysis for Natural Stone 114 US Natural Stone Market Analysis - Natural Stone Market Analysis, Segmentations and Facts – Medium to Acquire & Retain B-to-B Customers Chapter VI - Integrated Marketing and Sales Plan 123 Objectives of Creative Sales & Trading, Inc.’s Integrated Marketing Plan - Strategies of Creative Sales & Trading, Inc.’s Integrated Marketing Plan - Database Development - Business Rules and Procedures - Fulfillment Strategy and Operations – B-to-B Media Planning - Internal Customer Service Evaluation - Pricing Guidelines - Expected Competitive Responses - Budgets, Timing and Breakeven Analysis Chapter VII - Financial Sheets and Projections 149 Sales and Marketing Budgets - Purchasing Budget – Proforma Income Statement - Monthly Management Information Report and its Functions - Break Even Analysis Chapter VIII - Conclusion 159 APPENDIX Appendix I-Fax Advertising 161 Appendix II-B-to-B Website Main Page 164 Appendix III-B-to-B Stone Magazine Advertising 166 Appendix IV-B-to-B Brochure 168 Appendix V-Gantt Chart 170 Appendix VI-B-to-B Outbound Telemarketing Script 174 Appendix VII-Surveys, Forms, Customer Lifetime Value Calculations 179 Appendix VIII-Price Lists 207 Appendix IX-B-to-B Direct Mail Analysis, P&L Statements 213 BIBLIOGRAPHY 218 NATURAL STONE GLOSSARY 221 MARKETING GLOSSARY 228 SEMINAR HIGHLIGHTS 1 269 "7 Ways to Profitable Direct Marketing Imported Natural Stone Products in the U.S. Marketplace" SEMINAR HIGHLIGHTS 2 277 "7 Ways to Profitable Direct Marketing Imported Natural Stone Products in the U.S. Marketplace" - Part II