概论week 2 marketing planning
Marketing Planning
重庆理工大学市场营销系《Markting Planning》加多宝2012catalogue Preface (2)一、Executive summary (4)二、Present condition analysis (5)（一）、Macroscopic analysis (5)（二）、Microscopic analysis (6)1、Market potential (6)2、Competitors (7)3、Enterprise's own characteristic (7)（三）、Results analysis (SWOT analysis) (9)1、Advantage (9)2、Disadvantages (9)3、Opportunity (10)4、Threaten (11)三、Market segmentation (11)（一）、Target market strat (11)（二）、Key problems (12)四、Goal setting and action plan (12)（一）、Planning purpose (12)(二)、Planning target (13)1、Target market (13)2、Market positioning (13)3、To solve the problem (14)4、Solutions (14)五、Product portfolio (15)(一)、Product description (15)（二）、Product name (15)（三）、Characteristics (15)（四）、Function (15)（五）、Packaging (15)六、Price strategy (16)（一）、Pricing strategy (16)（二）、Market present situation (16)（三）、Pricing factors (16)（四）、Final pricing (17)七、Channel strategy (17)八、Promotion strategy (18)（一）、Promotion target (18)（二）、Promotion mix (18)（三）、Promotion plan (18)九、Budget (19)十、Control (20)1、Marketing effect prediction (20)2、Marketing effect monitoring (20)PrefaceIn today's society is a collection of material and spiritual life and an organic whole, people get material to meet demand at the same time, don't forget to the healthy life for, and the root of the biggest health to as for food, healthy diet without 加多宝。
Marketing II导论+产品策略
★ 定价：这种浴盆卖价将达2000美元，而这个价格消费
者可买到真正大理石或玛瑙做的浴盆，多数普通浴盆 的售价只卖500美元左右，很少有人愿意花2000美元来 购买这种浴盆。
Marketing Ⅱ 第1讲 产品策略
第一讲 产品策略
产品层次和类型 产品组合 品牌包装策略 生命周期理论 新产品开发 产品扩散等
奇尔1950
Dash1954 Bold1965 Gain1966 兰诺 碧浪
象牙1879
海飞丝
沙宣 伊卡璐 威娜
欧乐-B
SK II
伊奈美 护舒宝 朵朵 吉列 博朗
Marketing Ⅱ
品客
第1讲 产品策略
Case：联合利华的品牌组合
家庭护理
中华 奥妙 金纺
个人 护理
凡士林 力士 旁氏 夏士莲 多芬 清扬 舒耐 洁诺
相似名称注册+跨行业、 地区、种类注册
Marketing Ⅱ 第1讲 产品策略
三、品牌策略
品牌使用策略 品牌统分策略
个别品牌、统一品牌、分类品牌、品牌扩展、多品牌。
★宝马品牌延伸：服装（男女正装、运动休 闲和配饰）；目标顾客定位于时尚、崇尚 健康、喜爱运动的成功人士。
使用生产商、中间商还是零售商的品牌？
向下延伸
吉列：吉列好消息（Good News）系列 华美达酒店：Ramada Limited 柯达：Funtime胶卷，由于定价不够低最终撤销 高级的皇冠广场（Crowned Plaza） 传统的假日酒店（Holiday Inn） 可欠费的假日Express（Holiday Inn Express） 商务酒店假日Select（Holiday Inn 假日Suites &
英语单人培训课程安排计划
英语单人培训课程安排计划Name: Sarah JohnsonPosition: Marketing ManagerCompany: ABC CompanyI. IntroductionAs a marketing manager, it is crucial for Sarah to stay updated with the latest marketing trends and strategies to enhance her skills and contribute more effectively to her company's success. Therefore, this training course is designed to provide Sarah with a comprehensive understanding of modern marketing techniques and strategies.II. Training Objectives- To understand the fundamentals of modern marketing- To improve strategic marketing planning and execution- To enhance digital marketing skills- To develop effective marketing communication skills- To gain insights into customer behavior and market analysisIII. Training ContentModule 1: Fundamentals of Marketing (2 hours)- Understanding the marketing concept- Marketing mix: product, price, place, promotion- Market segmentation and targeting- Understanding consumer behaviorModule 2: Strategic Marketing Planning (3 hours)- Market analysis and research- Setting marketing objectives and goals- SWOT analysis and competitive analysis- Developing marketing strategies and tacticsModule 3: Digital Marketing (4 hours)- Introduction to digital marketing- Website optimization and content marketing- Search engine optimization (SEO) and search engine marketing (SEM) - Social media marketing and advertising- Email marketing and automationModule 4: Marketing Communication (3 hours)- The role and importance of communication in marketing- Writing effective marketing content- Designing marketing materials- Public relations and media relationsModule 5: Customer Behavior and Market Analysis (3 hours)- Understanding customer needs and wants- Market research and data analysis- Consumer decision-making process- Evaluating market trends and opportunitiesIV. Training Methods- Lectures and presentations- Case studies and group discussions- Hands-on exercises and practical activities- Role-playing and simulations- Guest speakers and industry expertsV. Training ScheduleWeek 1: Fundamentals of Marketing- Day 1: Introduction to Marketing (2 hours)- Day 2: Strategic Marketing Planning (3 hours)- Day 3: Digital Marketing (4 hours)- Day 4: Marketing Communication (3 hours)- Day 5: Customer Behavior and Market Analysis (3 hours)Week 2: Practical Application and Evaluation- Day 6-10: Practical exercises and assignments- Day 11: Presentation of marketing plans and strategies- Day 12: Evaluation and feedbackVI. Training Resources- Marketing textbooks and articles- Online resources and webinars- Marketing software and tools- Case studies and real-world examples- Training materials and handoutsVII. Evaluation and Feedback- Pre-training assessment to gauge current knowledge and skills- Continuous feedback and evaluation during the course- Post-training assessment to measure improvements and learning outcomes- Feedback from trainers, guest speakers, and peersVIII. ConclusionThis training course aims to equip Sarah with the necessary knowledge and skills to excel in her role as a marketing manager. By understanding the fundamental principles of modern marketing and mastering digital marketing techniques, Sarah will be able to develop effective marketing strategies, communicate more efficiently, and analyze market trends to drive the success of her company.IX. Follow-UpRegular follow-up sessions to discuss the implementation of learned strategies and tactics Mentoring and support to address any challenges or questionsOpportunities for further training and skill development in specific areas of marketingX. ApprovalThis training plan is approved by the company's management and will be implemented as per the schedule outlined above.Prepared by:Name: [Trainer's Name]Signature: _______________________Date: __________________________。
Unit 2 marketing mix-推荐下载
Unit 2 Developing the Marketing Mixwarming-up 常识预习（问题宽泛，可与讲座内容无关）1.Go to KFC and order a sandwich. Note the questions you are asked and observe how specialorders are handled. Next, go to Pizza Hut or McDonald’s and order a hamburger or a pizza.Consider the differences you saw. Did you observe any significant differences in how orders are handled? Do you think the restaurants have different marketing concepts?2.Imagine you were a CEO of Coca-Cola, what kind of marketing strategy you will develop tocompete with Pepsi Cola?3.What is the newest market for Lining? In which markets does Nike sell well?4.Why do you think IBM is a successful company? What other successful computer companiesdo you know? Why are they successful?5.What products do you think of when you see these brands?a. Googleb. Sonyc. Kappad. Nokia6.What is your favorite advertisement? Why do you like it?lecturette专题讲座（上课内容，每个单元的篇幅要统一，五号字，8550个字符左右）（下面不计空格是8520字符）Developing the Marketing MixToday’s companies are struggling in a war zone of rapidly changing competitors, technological processes, new laws, managed trade policies and diminishing customer loyalty. They must keep racing in spite of no permanent “winner”. It is urgent and critical that today’s companies reconsider their business mission and use their marketing strategies as a weapon.What Is Marketing?Marketing is the business function that identifies customer needs and wants, determines target markets and designs appropriate products, services and programs to effectively serve these markets. More than any other business functions, it deals with customers. Thus, the marketers must shift their ideas from pursuing a sale to creating a customer. Past marketing has been largely transaction-oriented or cost-driven; today’s marketing is more market-focused and customer-driven. In vigorously competitive marketplace, the goal of modern marketing is to win customers and retain customer loyalty through satisfying customer needs and creating superior customer value.What does the term marketing mean? Various definitions have been given by different scholars. The one given by Prof. Philip Kolter is the most famous. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.Marketing Management PhilosophiesWhat philosophy should guide marketing efforts? What weights should be given to the interests of the organization, customers and society? The following five concepts orientorganizations to conduct their marketing activities.The production concept. It holds that consumers will prefer products that are available and affordable and that management should concentrate on improving production and effective distribution. The concept is one of the oldest concepts that guide sellers. Two types of situations are suitable to the philosophy. The first occurs where the demand for a product exceeds the supply. The second is where the product’s cost is high and should be cut down by the way of improved productivity to expand the market.The product concept. It is based on the idea that customers will favor those products with best quality, performance and innovative features, and that the organization should therefore focus their energy on product improvements. The concept leads to “marketing myopia”.The selling concept. It supposes that customers will not buy enough of the organization’s products unless it engages in the hard selling and the heavy promotion effort. Most firms adopt the concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.The marketing concept. It holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. Many successful and famous companies have adopted the marketing concept, such as KFC and Disney. They start with a well-defined market, focus on customer needs, coordinate all the marketing activities affecting customers, and make profits by creating long-term customer relationships based on customer value and satisfaction.The societal marketing concept. It expands on the marketing concept by stressing that the organization should deliver the desired customer satisfactions more effectively and efficiently than competitors in a way that maintains or improves the customer’s and society’s well-being. It calls upon companies to balance three considerations in setting their marketing policies, company profits, consumer wants and society’s interests.The Marketing MixOnce a company has decided on its overall competitive marketing strategy, it is ready to begin planning its marketing mix. Marketing mix is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. It is known as the “four Ps”: product, price, place and promotion.Product It is defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Products include more than just tangible goods. Broadly defined, they include physical objects, services, persons, places, organizations, or ideas. Product planners need to think about the product on three levels: core products, actual products, augmented products. The core product stands at the center of the total product. It consists of the problem-solving services or core benefits that consumers seek when they buy a product. The product planner must next build an actual product around the core product. They may have as many as five characteristics: a quality level, features, design, a brand name, and packaging. Finally, the product planner must build an augmented product around the core and actual products by offering additional consumer services and benefits.Price It is the only element in the marketing mix that produces revenues; all other elements represent costs. It is the amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.How are prices set? Historically, prices usually were set by buyers and sellers bargaining with each other. Price had been the major factor affecting buyer choice. However, nonprice factors have become more important in buyer-choice behavior in recent decades. Today, most sellers set one price for all buyers. Price is also one of the most flexible elements of the marketing mix. Unlike product features and channel commitments, price can be changed quickly. At the same time, pricing and price competition is the number-one problem facing many marketing executives.A company’s pricing decisions are influenced by either internal or external factors. One of important internal factors is a company’s marketing objectives, including survival, current profit maximization, market-share leadership, and product-quality leadership. To achieve these objectives, price decisions must be carefully coordinated with the marketing-mix strategy, that is, product design, distribution, and promotion decisions to form a consistent and effective marketing program. The third internal factor is costs that basically determine a company’s price. The price must cover all the costs for producing and selling the product, and add enough profit to deliver a fair rate of return for the company’s effort and risk. External factors that influence pricing decisions include the nature of the market and demand, competitors’ prices and offers, and other elements such as the economy, resell needs, or government actions.Place Whether a company can effectively develop certain new products largely depend on how well its distribution channels operate. Distribution channel includes all intermediaries who provide greater efficiency in making goods available to target markets. It can be classified by the number of channel levels. A direct marketing channel has no intermediary level. The company sells a product directly to consumers. In indirect marketing channels, the channel may contain one intermediary level that is typically a retailer, or two intermediary levels, a wholesaler and a retailer, or three intermediary levels, a wholesaler, a jobber and a retailer.Promotion Modern marketing does more than developing a good product, setting the fairest price, choosing the most effective distribution channels, it also calls for companies to inform their customers about product benefits and position the product in customer’s mind. When the main promotion tools—advertising, sales promotion, public relations and personal selling—smoothly work together, the company’s marketing objectives can be achieved successfully. Advertising is aiming at informing, persuading or reminding buyers. The company should create good advertisements and select the best media to desired target audiences and evaluate both communication effects and sales effects of advertising regularly. Sales promotion covers a wide variety of short-term incentive tools—coupons, premiums, buying allowances to stimulate consumers. However, it should be consumer relationship building rather than creating only short-term sales volume or temporary brand switching. Avoiding “quick fix”, price-only promotions, the marketers should use the sales promotions to reinforce the product’s position and build long-term relationships with customers. Public relations (PR) aims at building good relations with the company’s various public by obtaining favorable publicity, setting up a good image, and heading off unfavorable events. It has a strong influence on public awareness at a much lower cost than advertising. Normally, public relations uses several tools—news, speeches, special events, written materials, audiovisual materials and corporate-identity materials—to create product and company publicity, and to coordinate product promotion. Personal selling targets specific buyers, compared with mass-marketing tools, like advertising, sales promotion, and public relations. It includes sales presentations, trade shows, and incentive programs. Today, most companies use salespeople, and many companies confer a key role to personal selling in the marketing mix. It can be moreeffective than advertising in more complex selling situations. Because salespeople can adjust the marketing offer to fit the special needs of each customer and build long-term personal relationships by delivering customer value and satisfaction.Real marketing is more than the art of selling what you make. It is used by manufacturing companies, wholesaler, retailers individuals and organizations to know what to make. Companies gain market leadership by understanding consumer needs and finding solutions that delight customers through superior value, quality and service._______________________________________________________________________________ marketing: 市场营销target market: 目标市场promotion: an activity intended to help sell a productdistribution: when goods are supplied to shops and companies for them to sellmarketing mix: 市场营销组合hard selling: heavy promotionsocietal marketing concep t: 社会营销观念diminish: to cause to become smallerpermanent: lasting for everretain: to continue to havemyopia: shortsightednesscoordinate: to bring into proper order or relationwell-being: the state of being well or prosperouscall upon: appeal toextensions自主拓展（学生可自己课后阅读，每个单元的篇幅要统一，五号字，4850个字符左右）（下面不计空格是4853字符）Learn after-class: Strategic Marketing Planning and Competitive Marketing StrategiesThis text is included mainly as entertainment. Define which cell of the BCG growth-share matrix Coca-Cola falls into.All companies must look ahead and develop long-term strategies to meet the changing conditions in their industries. Each company should find the strategic plan that makes the most sense given its specific situation, opportunities, objectives, and resources.Strategic Marketing Planning—T he Boston Consulting Group ApproachSound strategic planning helps the company do a better job than its competitors and take advantage of attractive opportunities in the constantly changing environment. The company needs to analyze its current business portfolio and decide which businesses should receive more, less, or no investment, and then develop growth strategies for adding new products or businesses to the portfolio. The well-known portfolio-planning method is the Boston Consulting Group (BCG) Approach. It is based on an analysis of each business’s or product’s market growth rate and its relative market share. The market growth rate presents a measure of market attractiveness while relative market share serves as a measure of company’s strength in the market. The matrix is divided into four cells, each indicating a different type of business.Stars. They are high-growth, high-share businesses or products. Although stars often require substantial funds to finance their rapid growth, they have a high probability of returning large profits over time and will become the future cash cow when their growth slows down.Cash cows. They are high share business units in low-growth markets. They produce a lot of cash that the company can use to support question marks, stars or dogs. Since these businesses are the market leaders, they enjoy economics of scale and higher profit margins.Question marks. They are high-growth, low-share businesses or products. Most businesses start off as a question mark. Because they are not dominant products, there is some risk of their ever returning much cash to the company. Thus, the company needs to keep pouring money into these businesses to build the more promising ones into stars as their markets mature or even maintain them. Meanwhile, it has to think hard about phasing out the hopeless question marks.Dogs. Dogs are low-share business units in low-growth markets. They typically generate low profits or losses. The company should put its strong resources into more profitable businesses and drop the weaker ones.Stars ★★★Question MarksCash Cow DogsHigh LowRelative Market ShareThe BCG Growth-share MatrixCompetitive Marketing StrategiesTo be successful in the fast changing competitive environment, the company should design and position its competitive strategies most effectively, which must be geared to the needs of consumers and also to the strategies of competitors. According to its industry position, a company can adopt a classification of competitive strategies—leading, challenging, following or niching.A market leader holds the largest market share and usually leads the industry in price changes, new product development, distribution effectiveness, and cost cutting. To remain the number one, leading firms can take any of three actions. First, they can expand total market demand because they will benefit most from any increased sales. Second, leaders can protect their existing market share through effective defensive and offensive actions. However, the most sophisticated leaders will guard themselves by doing every thing right, leaving no openings for competitive attack. Third, they can try to expand their market share further, even if market size remains constant.A market challenger is a firm that tries to expand its market share by aggressively challenging the leader, other runner-up firms, or small firms in the industry. It must select itsopponents carefully and define its strategic objective clearly. Attacking the market leader gains not only high risk also high return when the leader is not serving the market well and the challenger can offer some sustainable competitive advantage over the leader. The challenger can grow to larger size not by challenging the leader, but by gobbling up firms of its own size or smaller. These smaller firms may be underfinanced and not serving their customers well.Firms using market follower strategies seek stable market shares and profits by following competitors’ product offers, prices, and marketing programs. They can enjoy many advantages and profits for their much less investment compared with the leader, who often spend a lot of money on introducing new products, expanding and educating markets. They need to know how to retain current customers and attract new ones. To avoid the attacks by challengers, they should bring distinctive advantages to the target market, and keep their manufacturing cost low and product quality and services high.Instead of pursuing the whole market, smaller firms with limited resources, or even larger firms with unstable position, often adopt market-nicher strategies. They specialize in serving market niches that major competitors overlook or ignore. Nichers avoid direct confrontations with the majors by specializing along market, customers, product, or marketing-mix lines. Through smart niching, low-share firms in an industry can be as profitable as their larger competitors. However, niching carries some risks that the market niches may dry up or they might grow attractive to larger competitors. To defuse the dangers, companies can practice multiple niching by serving two or more niches to increase their survival chances._______________________________________________________________________________ business portfolio: 商业组合margin: the difference between what it costs a business to buy or produce something and what they sell it forphase out:to gradually stop using or providing somethingbe geared to: to be suitable for a particular purpose or situationsophisticated: experiencedmarket nicher: 市场补缺者gobble up: to eat something very quickly参考答案A’s to multiple-choice Q’s1.B2.C3.C4.A5.C6.C7.B8.C9.B。
marketingplan范文
marketingplan范文营销计划是企业进行市场推广和销售活动的重要工具，它是一个有组织的战略性文件，包括了企业的市场目标、目标市场、竞争对手分析、市场定位、产品定价、销售渠道以及市场推广策略等内容。
以下是一个关于如何编写营销计划的参考内容。
第一部分：市场分析在营销计划中，第一步应该是对市场进行全面的分析。
这包括对市场规模、增长趋势、目标市场等方面进行研究。
同时，还需要对竞争对手进行分析，研究他们的产品定价策略、销售渠道等信息。
这些分析将有助于企业制定更加准确的市场目标和竞争策略。
第二部分：市场目标在确定了市场分析的基础上，企业需要设定明确的市场目标。
市场目标应该是可衡量和具有挑战性的，例如增加销售额、提高市场份额等。
同时，市场目标还应该与企业的整体战略目标相一致。
第三部分：市场定位市场定位是指企业在目标市场中如何与竞争对手进行区别和差异化。
在制定市场定位策略时，需要考虑企业的核心竞争优势、目标客户群体以及市场的细分。
通过确定自己在市场中独特的定位，企业可以更好地吸引和留住目标客户。
第四部分：产品定价产品定价是一个重要的营销决策。
在制定产品定价策略时，企业需要考虑包括成本、竞争对手定价、市场需求等多个因素。
企业可以选择不同的定价策略，如市场导向定价、成本导向定价等，来实现市场目标。
第五部分：销售渠道销售渠道是产品从生产者到最终用户的流通途径。
对于企业来说，选择合适的销售渠道可以有效地将产品推向市场，并满足客户的需求。
因此，在营销计划中需要明确企业的销售渠道策略，并对各个渠道的管理和控制进行规划。
第六部分：市场推广策略市场推广是将产品和品牌传达给目标客户的重要手段。
在制定市场推广策略时，企业需要考虑多个方面，包括广告、促销、公关等。
有效的市场推广策略可以提高市场知名度和产品销售。
第七部分：预算和控制最后一个部分是预算和控制。
预算是营销计划执行的基础，它涉及到市场推广费用、销售费用等方面。
企业需要设定合理的预算，并在执行过程中进行费用控制和效果评估，以确保营销计划的有效实施。
市场计划英文
earnings 4. Marketing audit 5. SWOT analysis 6. Assumption of key determinants 7. Overall marketing objectives and strategies 8. Expected results 9. Alternatives (contingency plan) 10. Budget
Tactically Oriented Company
Board
Senior Management
Middle Management
Operations
Strategic Oriented Company
Board
Senior Management
Middle Management
Operations
priorities 6. To obtain resources needed to implement plans 7. To engage organizational support at all levels,
form the bottom to the top of the organization 8. To set objectives and strategies 9. To gain commitment towards goals
Marketing Planning Process
1. Performing a situation analysis 2. Formulating basic assumptions 3. Setting objectives for what is being
营销策划（MarketingPlanning）
营销策划的定义 营销策划是一种运用智慧与策略的营销活动与理性行为，营销策划是为了改变企业现状，达到理想目标，借助科学方法与创新思维，分析研究创新设计并制定营销方案的理性思维活动。
营销策划是根据企业的营销目标，以满足消费者需求和欲望为核心，设计和规划企业产品、服务和创意、价格、渠道、促销，从而实现个人和组织的交换过程。
营销策划是为了改变企业现状，完成营销目标，借助科学方法与创新思维，立足于企业现有营销状况，对企业未来的营销发展做出战略性的决策和指导，带有前瞻性、全局性、创新性、系统性。
营销策划适合任何一个产品，包括无形的服务，它要求企业根据市场环境变化和自身资源状况做出相适应的规划，从而提高产品销售，获取利润。
营销策划的内容包含市场细分、产品创新、营销战略设计、营销组合4P战术等四个方面的内容。
关于营销：营：指经营，销：指销售。
学营销、谈营销、做营销者甚众，但销售高手并不多，既懂销售又懂经营者更不多。
是故我泱泱大国，其实营销人才大大缺乏。
营销是一个融合了诸多元素的系统工程。
关于策划：策：是指计策、谋略；划：是指计划、安排；连起来就是：有计划的实施谋略。
通常需组织者因时、因地制宜，集天时、地利、人和，整合各种资源而进行的一种安排周密的活动。
好的策划，能环环相扣、前后呼应。
策划可大可小，时间可长可短。
[编辑]营销策划的三个发展阶段 中国改革开放以来，三十年时间，中国市场经济从供不应求时代，到[大众化时代，到小众化时代，到逐渐个人消费时代；市场营销和企业经营随着研究对象的改变，营销策划工作的重点也在不断发生变化，大致经历过以下三个阶段[1]： 一、产品策划阶段 顾客需要物美价廉的商品，所以企业主要营销策划工作是集中力量改进产品，而不注重顾客的需求和愿望，并忽略了分销、促销等方面的营销工作，从而导致一旦新技术和替代品出现，企业的产品就出现滞销。
二、促销策划阶段 大众化时代，商品更加丰富，企业在营销策划方面的重点是如何促销自己的产品，因此各企业设置销售人员，并制订激励体制鼓励销售人员多卖产品，并同时运用广告战、价格战来刺激消费者需求，不考虑消费者的喜欢和满意程度。
Marketing Unit 2
35
衡量管理营销投资回报
衡量营销投资收益的方法：
• 营销投资受益率(return on marketing investment)是营销投 资产生的净收益除以其成本的值。它衡量营销活动投资产 生的利润
• 营销绩效参数，如品牌认知度、销售量/销售额，市场份 额
• 以顾客为中心的指标，如顾客获得、顾客保有、顾客终身 价值
讨论
• 为一山寨手机生产厂商进行市场细分
22
目标市场选择
• 目标市场选择(market targeting)是在评价各细分市场吸引 力的基础上，决定有选择地进入一个或多个细分市场的过 程 • 企业的目标市场应该是它能提供最大顾客价值，长时间保 持盈利的细分市场
讨论
• 为山寨手机生产厂商选择目标市场
33
营销控制
• 营销控制(marketing control)是测量和评价营销战略和计划 的成效并采取正确的行动以确保目标实现的过程 • 营销控制包括以下几步： 1. 管理层设定具体并评估实际绩效与期望绩 效之间存在任何差距的原因 3. 管理层采取适当的行动弥合目标和表现之间的差异
23
差异化和市场定位
• 企业决定进入哪些细分市场后，必须决定如何差异化每个 目标市场的市场供给物，以及占据细分市场上的何种位置 • 产品的市场定位指一件产品在顾客心目中于竞争对手相比 所占据的位置 • 定位就是“为什么消费者将为你的品牌花更多的钱” • 产品定位的基础是企业能提供竞争有事的顾客价值差异 • 有效的定位从差异化(differentiation)开始,使市场供给物产 生实际差异，以创造优越的顾客价值
17
所有部门站在顾客角度考虑
• “公司不能保证你的工作可靠，只有顾客可以”
营销英语教学 大纲
《营销英语》课程教学大纲课程代码：9900589课程类型：专业必修课开课部门：应用外语系学时： 64 其中实训学时： 16（课内实践）学分： 4授课对象：工商管理系营销专业与连锁专业的高职学生一、课程的性质和任务随着社会经济的不断发展，商品生产和贸易在经济生活中的地位日益重要，市场营销的重要性日益突出，而经济全球化的趋势也使得市场营销专业的毕业生必须具备一定的专业外语知识，能够较好地进行企业内部外部的有效的沟通。
本课程是工商管理系市场营销专业和连锁专业的专业必修课，主要通过系统地介绍市场营销的理论，使学生了解市场运作的基本知识及英语表达，通过典型案例选读，使学生了解企业营销活动各环节的真实场景，从而掌握相应的基础知识、提高英语交流表达能力、提高理论解决实际问题的能力。
通过本课程的学习，使学生学会英语作为语言在各营销环节的运用，并通过实际操作和实践锻炼在听、说、读、写、译方面得到加强，全面提高学生实际灵活运用本专业英语的能力，为今后学生从事相关市场营销专业研究和工作奠定基础。
二、相关课程的衔接1.大学英语是对市场营销英语学习的基础，在学习市场营销英语时学生英语中的常用词汇与基础语法，具备一定的英语读写能力，由于学生的英语基础一般较差，因此教师在教学过程中及时了解学生的基础英语掌握水平，对基础英语中的语法难点作必要的复习并针对学生的实际情况选择教学内容。
2.市场营销学的内容是市场营销英语的核心内容，要掌握相应的英语表达，学生首先应掌握市场营销学的基础知识才能较好地理解课程的相关内容并完成听说练习与实践任务。
三、教学基本要求本课程通过系统地介绍市场营销学的基础知识，要求学生掌握专业词汇及习惯用语，通过个案阅读,使学生更进一步了解或复习营销各环节的具体运作，通过读写练习，加深学生的理解与记忆。
要求学生通过学习，能与他人用英语进行简短的交流，借助字典阅读市场营销业务资料。
四、教学方法与重点、难点教学方法：1. 案例教学法通过提供实际案例，引导学生分析和研究这些实际案例，学生能够接触和感受实际工作中将会遇到的真实境况，使行业实际与课堂讲学的距离大大缩短。
营销策划方案的英语作文
营销策划方案的英语作文1. Executive SummaryThe purpose of this marketing planning proposal is to outline a comprehensive strategy to promote and sell a new product in the market. The product, named "Innovate-X", is a revolutionary device that combines cutting-edge technology with user-friendly design to enhance everyday tasks for tech-savvy individuals. This proposal will provide an overview of the market analysis, target audience, marketing objectives, strategies, and tactics to effectively promote and sell Innovate-X.2. Situation Analysis2.1 Market OverviewThe technology market has grown exponentially in recent years, with consumers increasingly seeking innovative and efficient devices to simplify their lives. According to market research, the global tech market is projected to reach $3 trillion by 2025. This presents a significant opportunity for Innovate-X to not only enter but thrive in the market.2.2 Target AudienceThe target audience for Innovate-X consists of tech-savvy individuals aged 18-35, who are early adopters of new technology and are willing to pay a premium for innovative and user-friendly products. This group is typically well-educated, digitally connected, and values convenience and efficiency in their daily lives.3. Marketing Objectives3.1 Increase Brand AwarenessThe primary objective is to raise brand awareness of Innovate-X among the target audience. This will be achieved through a targeted advertising campaign using various digital marketing channels, such as social media platforms, influencers, and online publications.3.2 Generate SalesThe ultimate goal is to generate sales and achieve market penetration. To accomplish this, a mix of marketing strategies, including online and offline sales promotions, will be employed to drive customer engagement and motivate purchase decisions.4. Marketing Strategies4.1 Digital Marketing CampaignA comprehensive digital marketing campaign will be launched to create brand awareness and engage with the target audience. This campaign will consist of a combination of tactics,such as social media advertising, search engine optimization (SEO), content marketing, and email marketing.4.2 Influencer MarketingPartnering with influential individuals in the technology and lifestyle space will further amplify brand awareness and drive product consideration. These influencers will be selected based on their relevance to the target audience and their ability to authentically promote Innovate-X.4.3 Public RelationsUtilizing public relations tactics, we will pitch media outlets and secure product reviews and features. This will not only generate positive coverage but also enhance credibility and trust in the brand.4.4 Offline Sales PromotionsTo drive sales and encourage trial, offline sales promotions will be conducted, including in-store demonstrations, experiential marketing events, and partnerships with retailers to offer exclusive discounts and promotions.5. Marketing Plan Execution5.1 TimelineA detailed timeline outlining the different stages of the marketing plan execution will be developed to ensure that all activities are carried out in a timely manner and aligned with the overall marketing objectives.5.2 Budget AllocationAn appropriate budget will be allocated to each marketing activity based on their expected impact and ROI. This will ensure that resources are utilized effectively and efficiently.6. Monitoring and Evaluation6.1 Key Performance Indicators (KPIs)Several KPIs will be identified and tracked to evaluate the success of the marketing plan. These may include brand mentions, website traffic, social media engagement, sales conversion rates, and customer feedback.6.2 Regular ReportingRegular reports will be generated to provide an overview of the marketing campaign's performance, highlighting successes and areas for improvement. These reports will be shared with the management team and used to inform future marketing decisions.7. ConclusionThis marketing planning proposal presents a comprehensive strategy to effectively promote and sell Innovate-X in the market. By targeting the right audience, employing various marketing strategies, and closely monitoring performance, we believe that the objectives of raising brand awareness and generating sales can be achieved. With the implementation of this plan, Innovate-X will be positioned as a leading innovative device, serving the needs of tech-savvy consumers worldwide.。
Marketing_Plan_
MARKETING PLAN TEMPLATESThese templates are designed to assist you in developing Part A of your formal marketing plan. Templates are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these templates will enable you to:anize and structure the data and information you collect during the situationanalysis.e this information to better understand a firm's strengths and weaknesses and torecognize the opportunities and threats that exist in the marketing environment.3.Develop goals and objectives that capitalize on strengths.4.Develop a marketing strategy that creates competitive advantages.5.Outline a plan for implementing the marketing strategy (part B of the assignment). Remember that there is no one best way to organise a marketing plan. We designed our outline to serve as a starting point and to be flexible enough to accommodate the unique characteristics of your situation. As you complete the templates, it might be useful to refer back to the text of the chapters. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about the firm's characteristics. Do not depend on strengths that the firm really does not possess. Honesty is also important for your listing of weaknesses.NOTE: BE AWARE THAT YOU MAY NOT NEED TO INCLUDE INFORMATION UNDER EVERY HEADING LISTED IN THIS FRAMEWORK –IF YOU FEEL THAT YOU CAN LOGICALLY IGNORE A SECTION, FEEL FREE TO DO SO!BE SURE TO ADDRESS THE TASK AT HAND –CAREFULLY READ THE REQUIREMENTS FOR ASSIGNMENT TWO!∙WHAT INFORMATION DO YOU NEED TO COLLECT IN ORDER TO ADDRESS THIS TASK?∙WHAT IS THE “QUESTION” TO BE ANSWERED?∙WHO ARE YOU WRITING THIS PLAN FOR?∙WHAT MIGHT THEIR EXPECTATIONS OF THIS PLAN BE?1. Situation AnalysisA. The External EnvironmentCompetitive Pressures (there may be no competitors in the targetmarket, but if not why not?)Identify the firm's major competitors (brand, product, generic, andtotal budget):Identify the characteristics of the firm's major competitors:SizeGrowthProfitabilityTarget marketsProductsKey strengths and weaknessesKey marketing capabilities (production, distribution,promotion, pricing)List any potential (future) competitors not identified in the preceding.Economic Growth and StabilityIdentify the general economic conditions of the country, region, state,and local area in which the firm operates or intends to operate:Explain the economic climate with respect to customers:InflationConsumer confidencePurchasing patterns (buying power)Business-to-business economic conditionsPolitical, Legal, and Regulatory IssuesIdentify any political activities that affect the firm or the industry:Changes in elected officials (domestic or foreign)Industry (lobbying) groupsConsumer groupsIdentify any changes in international, federal, state, or local laws andregulations that affect the marketing activities of the firm or theindustry:Recent court decisionsRecent rulings of federal, state, local, and self-regulatoryagenciesChanges in global trade agreements or trade lawChanges in TechnologyIdentify ways that changing technology has affected the firm'scustomers:Searching for product informationPlace and timing of purchase (order) decisionsComparison shoppingIdentify ways that changing technology has affected the way the firmor the industry operates:ManufacturingDistributionPromotionCustomer relationship managementPartnerships and alliancesIdentify current technologies that the firm is not using to the fullestpotential:Identify future technologies that may increase the risk of productobsolescence:Sociocultural TrendsIdentify changes in society's demographics and values that will affectthe firm or the industry (if this becomes too broad, focus on the firm's target customers):Explain the changes that shifting demographics and values will haveon the firm's:Products (features, benefits, branding)Pricing (value)Distribution (convenience, efficiency)Promotion (message content, delivery, feedback)People (human resource issues)Identify any problems or opportunities that may be created bychanges in the cultural diversity of the firm's customers andemployees:Identify any environmental issues (pollution, recycling, energyconservation) that the firm or industry is facing:Identify the ethical and social responsibility issues that the firm orindustry is facing:B. The Customer EnvironmentWho are the firm's current and potential customers?Describe the important identifying characteristics of the firm'scurrent and potential customers:DemographicGeographicPsychographicProduct usageIdentify the important players in the purchase process for the firm'sproducts:Purchasers (actual act of purchase)Users (actual product user)Influencers (influence the decision, make recommendations)Financial responsibility (who pays the bill?)What do customers do with the firm's products?PurchasePurchase quantities and combinationsPurchase of complementary productsPurchase situationsConsumptionCharacteristics of heavy usersCharacteristics of light usersConsumption of complementary productsConsumption situationsDispositionIssues related to the creation of waste (garbage)Issues related to recyclingWhere do customers purchase the firm's products?Identify the outlets (intermediaries) where the firm's products arepurchased:Store-based retailersElectronic retailers (Internet, television)Catalog retailersVendingWholesale outletsDirect from the firmIdentify any trends in purchase patterns across these outlets (e.g.,how e-commerce has changed the way the firm's products arepurchased).When do customers purchase the firm's products?Under the firm's controlPromotional events (communication and price changes)Customer services (hours of operation, delivery)Not under the firm's controlSeasonal patternsPhysical/social surroundingsTime perceptionsCompetitive actionsWhy (and how) do customers select the firm's products?Describe the basic benefits provided by the firm's products relative tocompeting products:Describe the degree to which customers' needs are being fulfilled bythe firm's products relative to competing products:Describe how customers' needs are expected to change in the future.Describe the relative importance of transactional (short, one-time) vs.relational (long-term, ongoing) exchange processes when customersmake a purchase:Why do potential customers not purchase the firm's products?Identify the basic needs of non-customers that are not being met bythe firm's products:Identify the features, benefits, and advantages of competing productsthat cause non-customers to choose them over the firm's products:Identify problems with the firm's distribution, promotion, or pricingthat cause non-customers to look elsewhere:C. Internal (Organizational) EnvironmentReview of marketing goals and objectivesIdentify the firm's current marketing goals and objectives.State whether these goals and objectives are:Consistent with the firm's missionConsistent with recent changes in the marketing or customer environmentsLeading to expected performance outcomes (sales volume, market share,profitability, awareness, brand preference)Review of current marketing performanceDescribe the firm's current performance compared to other firms inthe industry. Is the performance of the industry as a wholeimproving or declining? Why?If the firm's performance is declining, what is the most likely cause(e.g., environmental changes, flawed strategy, poor implementation)? Review of current and anticipated organizational resourcesDescribe the current state of the firm's organizational resources (e.g.,financial, capital, human, experience, relationships with keysuppliers or customers).How are the levels of these resources likely to change in the future?If resource levels are expected to change:How can the firm leverage additional resources to meetcustomer needs better than competitors?How can the firm compensate for future constraints on itsresources?Review of current and anticipated cultural and structural issues In terms of marketing strategy development and implementation,describe the positive and negative aspects of the current andanticipated culture of the firm. Examples could include:The firm's overall customer orientation (or lack thereof)The firm's emphasis on short-term vs. long-term planningWillingness of the culture to embrace changeInternal politics and power strugglesThe overall position and importance of the marketingfunctionChanges in key executive positionsGeneral employee satisfaction and morale2. SWOT AnalysisA. StrengthsStrength 1:_________________________________________________________How does this strength enable the firm to meet customers' needs?Does this strength make the firm different from (better than) itscompetitors?Strength 2:_________________________________________________________How does this strength enable the firm to meet customers' needs?Does this strength make the firm different from (better than) itscompetitors?(Repeat as needed to develop a complete list of strengths)B. WeaknessesWeakness 1:________________________________________________________How does this weakness prevent the firm from meeting customers'needs?Does this weakness make the firm different from (worse than) itscompetitors?Weakness 2:________________________________________________________How does this weakness prevent the firm from meeting customers'needs?Does this weakness make the firm different from (worse than) itscompetitors?(Repeat as needed to develop a complete list of weaknesses)C. OpportunitiesOpportunity 1:_______________________________________________________How is this opportunity related to serving customers' needs?How can the firm capitalize on this opportunity in the short- andlong-term?Opportunity 2:_______________________________________________________How is this opportunity related to serving customers' needs?How can the firm capitalize on this opportunity in the short- andlong-term?(Repeat as needed to develop a complete list of opportunities)D. ThreatsThreat 1:___________________________________________________________How is this threat related to serving customers' needs?How can the firm prevent this threat from limiting its capabilities inthe short- andlong-term?Threat 2:___________________________________________________________How is this threat related to serving customers' needs?How can the firm prevent this threat from limiting its capabilities inthe short- andlong-term?(Repeat as needed to develop a complete list of threats)E. The SWOT MatrixF. Matching, Converting, Minimizing, and Avoiding StrategiesDescribe ways that the firm can match its strengths to itsopportunities to create capabilities in serving customers' needs.Can the firm convert its weaknesses into strengths or its threats intoopportunities? If not, how can the firm minimize or avoid itsweaknesses and threats?Does the firm possess any major liabilities (unconverted weaknessesthat match unconverted threats) or limitations (unconvertedweaknesses or threats that match opportunities)? If so, are theseliabilities and limitations obvious to customers?Can the firm do anything about its liabilities or limitations, especiallythose that impact the firm's ability to serve customers' needs?3. Marketing Goals and ObjectivesA. Marketing Goal A:__________________________________________________Objective A1:______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:Objective A2:______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:B. Marketing Goal B:__________________________________________________Objective B1:______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:Objective B2:______________________________________________________Specific and measurable outcome:Time frame:Responsible unit/person:(Repeat as needed to develop a complete list of goals and objectives) 4. Marketing Strategies (NOTE: You should have a maximum of 2 strategies)A. Primary Target Market and Marketing MixPrimary target market:________________________________________________This target's primary need:Identifying characteristics (demographics, geography,psychographics):Purchasing/shopping habits and preferences:Consumption/disposition characteristics:Product: _______________________________________________Major features and benefits:Sustainable competitive advantage:Differentiation / positioning strategy:Brand name and packaging:Customer service strategy:Complementary products:Pricing: ________________________________________________Pricing objectives:Description of per unit costs:Discount/markdown policy:Distribution: ____________________________________________General supply chain strategy:Intermediaries and channels to be used:Elements of customer convenience:Promotion: _____________________________________________General IMC strategy:IMC objectives and budget:Elements of the advertising/publicity strategy:Elements of the personal selling strategy:Elements of trade sales promotion (push) strategy:Elements of consumer sales promotion (pull) strategy:Elements of the sponsorship strategy:B. Secondary Target Market and Marketing Mix (ther e may not be one)Secondary target market:______________________________________________This target's primary need:Identifying characteristics (demographics, geography,psychographics):Purchasing/shopping habits and preferences:Consumption/disposition characteristics:Product: _______________________________________________Major features and benefits:Sustainable competitive advantage:Differentiation / positioning strategy:Brand name and packaging:Customer service strategy:Complementary products:Pricing: ________________________________________________Pricing objectives:Description of per unit costs:Discount/markdown policy:Distribution: ____________________________________________ General supply chain strategy:Intermediaries and channels to be used:Elements of customer convenience:Promotion: _____________________________________________ General IMC strategy:IMC objectives and budget:Elements of the advertising/publicity strategy:Elements of the personal selling strategy:Elements of trade sales promotion (push) strategy:Elements of consumer sales promotion (pull) strategy:Elements of the sponsorship strategy:。
Marketing-Strategy-Planning市场战略规划
Marketing
5
Objectives for Different Levels
First-line level: short-term and detailed
Middle level : marketing, production and operation, finance, human resources etc.
Marketing
8
Select Target Markets
Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
“We create customer connectivity, anytime, anywhere.”
“We offer you a dreamy, fantastic experience.”
3
Missions should be …
Realistic & specific Fit the environment Based on distinctive competencies Motivating
Product-oriented
“We sell grass seeds and fertilizer.” “We provide online services.”
“We run theme parks.”
Marketing
Market-oriented
“We offer you a green, healthy yard.”
Senior level: sales revenue growth, netincome growth, stock price growth, return on investment etc.
市场营销计划书(marketingplan)模板
MARKETING YOUR BUSINESS FOR SUCCESSWORKSHOP INTRODUCTIONMARKETING YOUR BUSINESS FOR SUCCESSWORKBOOKTraining Module - 3Workshop ObjectivesBy the end of this workshop, you should be able to:* Determine the purpose of the marketing plan- Identify strategies for conducting market research- Identify advantages of market research* Determine what the marketing plan contains- Target market- Competition- Product/service- Marketing budget- Location- Pricing strategy- Promotional strategy* List- advantages of developing a marketing plan- disadvantages of developing a marketing plan* Prepare a marketing plan outline* Develop an effective marketing strategy- Advertising strategy- Promotional strategyMARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACEMarketing plays a vital role in successful business ventures. Howwell the plan you develop markets your business, along with the management and financial management plans, will ultimatelydetermine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers -- their likes, dislikes and expectations, and 2) to know your competitors -- their strengths and weaknesses. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.The purpose of the marketing plan is to define your market, i.e., identify your customers and competitors, to outline a strategyfor attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply because you want it to succeed. It takes careful planning and a thorough understanding of the marketplace to develop a strategy that will ensure success.Understanding the MarketplaceGenerally, the first and most important step in understanding the market is to study it through market research. In the case of a franchise, the franchisor has developed a marketing program, so you will need to review the program he or she has provided. Look over the plan to determine what product/service you will offerand write a description of it. Even though a franchisor has described your product or service, it is a good idea to develop and write your own description because this process helps you to know your product or service--a key variable in any successful marketing plan. When describing your product or service outline what you feel are its unique aspects, and explain how or why these aspects will appeal to customers. Emphasize the special features that you feel are its selling points. These features are what you will use to convince customers to purchase your product or service.Next go over sales projections, determining if there is a demand for the product or service. In the case of a franchise, the franchisor will have developed the projections. Study this datato see how he or she arrived at these projections. This will help you to better understand how the marketplace operates relative to your product/service, and it can help you develop the skills necessary to identify and anticipate changes in the marketplace. Start your own file on marketplace trends. Periodically reviewyour data, looking for shifts in the market. If changes are occurring, you should modify the marketing plan to coincide with these changes. In franchise operations, it is customary for the franchisor to update the marketing plan periodically to reflect changes in the marketplace and to keep the marketing program current.A marketing plan should answer these questions:* Is this product or service in constant demand?* How many competitors provide the same product or service? * Can you create a demand for your service or product?* Can you effectively complete in price, quality and delivery?* If a franchise, will the franchisor price the product or service to give you the projected profit?Review your program to ensure that it answers these questions. If your plan doesn't answer the questions, it will need to be modified, or you will need to devise a strategy that will providea means for answering them. When you are satisfied that you understand the program, how the market operates and how to identify market shifts and trends, start writing the marketing section of your business plan.Even if you adopt a marketing program that has been developed elsewhere, it is your responsibility to promote your product or service by cultivating the marketplace, i.e., attracting and keeping customers. You can accomplish this aim by knowing your market, your customers, your competitors and your product/ service. Don't rely solely on the program provided by a franchisor or others, gather and assess your own data using the techniques outlined in your plan. By gathering and analyzing this information, you will be better able to determine if your programis in line with your competitors, if it is in line with industry averages and what adjustments you can make to improve your overall competitiveness.A sample "Marketing Plan" is attached as part of Appendix I. Study it carefully, then try to develop a similar program foryour business plan.MARKET RESEARCHStrategies for Researching the MarketResearching your market is perhaps the easiest way to assess it. Market research does not have to be costly, nor does it have to be a complex process. It can be as simple and as easy as surveying a cross-section of your consumers (focus group) to get their opinions about the product or service you will be offering,or conducting a telephone or mail survey. The disadvantages of using the telephone or mail survey method are the individuals you contact may not be interested in responding to a survey. Other market research techniques include analyzing demographic data, such as population growth/decline rate; age range, sex,income/educational level; brainstorming with family and friends, focus group interviews. Whatever method you use, your focus should be on gathering enough information to determine who your potential customers are--their needs, wants and expectations; if there is a demand for your product or service; who your competitors are and how well they are doing.Market research should answer questions such as:* Who are your customers and potential customers?* What kind of people are they?* Where do they live?* Can and will they buy the product or service you're offering?* Are you offering the kinds of goods or services they want -- at the best place, the best time and best amounts?* Are your prices consistent with what the buyers view as the products' values?* Are you applying the promotional programs in a way that will bring about success?* What do customers think of your franchise?* Who are your competitors?* If a franchise, how does your operation compare with the competition?While there are some disadvantages to market research--it's a costly, time-consuming process, builds in biases that distort information, ignores answers or lets arrogance or hostility cutoff communications at some point in the marketing process--the advantages, however, outweigh the disadvantages. Don't foregothis process or stop halfway because you are not getting thedesired results. This may be an indication that you are goinginto the wrong business or that there isn't a market for yourproduct or service. Don't be discouraged. You simply may need to modify your original plan.A few of the benefits of market research are outlined below.* Learning who your customers are and what they want.* Learning how to reach your customer and how frequently you should try to communicate with them.* Learning which appeals are most effective and which ones aren't.* Learning the relative successes of different marketingstrategies in relation to their return on investment.While market research may appear to be a tedious, time-consuming process, it is necessary if you want to be successful. Think ofmarket research as simply a method of finding out what catches customers' attention by observing their actions and drawing conclusions from what you see and as an organized way of finding objective answers to questions every business owner and managermust answer in order to succeed. Market research focuses and organizes marketing information, ensuring that it is timely andthat it provides what you need to:* reduce business risks,* spot problems and potential problems in your currentmarket,* identify and profit from sales opportunities, and* get basic facts about your markets to help you make better decisions and set up plans of action.If viewed from this stand point, market research is an invaluabletool that can save you time, effort and money._________________________________________________________________SELF-PACED ACTIVITYDuring this activity you will answer the following questions:* Do you have a marketing plan? Yes___ No___* If yes, which elements described in pages 1-5 did you NOTinclude?* Have you conducted any marketing research?* If yes, how and what methods did you use?* If no, why?MARKETING YOUR BUSINESS FOR SUCCESS - WHAT DOES A MARKETING PLAN CONTAIN?Many first-time business owners think that by simply placing anad in a local newspaper or a commercial on a radio or atelevision station, customers will automatically flock topurchase their product or service. This is true to a certainextent. Some people are likely to learn about your product orservice and try it, just out of curiosity. But hundreds, eventhousands, of other potential customers may never learn of yourbusiness. Just think of the money you'll lose, simply because youdidn't develop an adequate marketing program!Marketing is an essential part of business operations. And, itoftentimes determines how successful your business will be. Whatyou as a potential business owner must do is maintain a thoroughunderstanding of the marketing program, and use it to extractadvantages from the marketplace. Go over the strategies andtechniques until you understand how to apply them to get theresults you desire. Remember, your aim is not only to attract andkeep a steady group of loyal customers, but also to expand yourcustomer base by identifying and attracting, new customers and toreduce risks by anticipating market shifts that can affect yourbottom line.To help you accomplish this aim, your marketing plan shouldinclude strategies typical of any marketing plan. The plan shouldespecially include what marketeers dub as the 4 P's of Marketing(PRODUCT/SERVICE, PRICE, PLACE AND PROMOTION). Review your plan.Make certain it contains the strategies listed below, thendetermine how these strategies are applied. Include a briefexplanation for each strategy.* Describe the target market by- age- sex- profession/career- income level- educational level- residenceIdentify and describe your customers (target market) by theirage, sex, income/educational levels, profession/career and residence. Know your customers better than you know anyone--their likes, dislikes, expectations. Since you will have limitedresources target only those customers who are more likely to purchase your product or service. As your franchise grows andyour customer base expands, then, you may need to consider modifying this section of the marketing plan to include other customers.* Identify Competition- market research data- demand for product or service- nearest direct and indirect competitors- strengths and weaknesses of competitors- assessment of how competitors businesses are doing- description of the unique features of your product or service- similarities and dissimilarities between your productor service and competitor's- pricing strategy for and comparison of yours and thecompetition'sIdentify the five nearest direct competitors and the indirect competitors. Start a file on each identifying their weaknessesand strengths. Keep files on their advertising and promotional materials and their pricing strategies. Review these files periodically determining when and how often they advertise, sponsor promotions and offer sales.* Describe Product/Service- describe your product or serviceTry to describe the benefits of your goods or services from your customer's perspective. Emphasize its special features--i.e., the selling points. Successful business owners know or at least have an idea of what their customers what or expect from them. This type of anticipation can be helpful in building customer satisfaction and loyalty.* Develop Marketing Budget- advertising and promotional plan- costs allocated for advertising and promotions- advertising and promotional materials- list of advertising media to be usedOperating an effective marketing plan requires money, so you will have to allocate funds from your operating budget to cover advertising, promotional and all other costs associated with marketing. Develop a marketing budget based on the cost for the media you will use, and the cost for collecting research data and monitoring shifts in the marketplace.* Describe Location (Place)- description of the location- advantages and disadvantages of locationAgain, try to describe the location of your business from your customer's perspective. Describe its assets -- i.e., the convenience, whether or not public transportation is accessible, the safety aspects--street lighting, well lit parking lot orfacility, decor, etc. Your location should be built around your customers, it should be accessible and should provide a sense of security. An advantage of purchasing a franchise is the franchisor oftentimes assist in site selection and decorating.* Develop Pricing strategy- pricing techniques and brief description of thesetechniques- retail costing and pricing- competitive position- pricing below competition- pricing above competition- price lining- multiple pricing- service costs and pricing (for service businessesonly)- service components- material costs- labor costs- overhead costsAlthough your pricing strategy may be based on the strategy devised by others, you should study this plan and the strategies used by competitors. That way you will acquire a thorough understanding of how to price your product or service, and you can determine if your prices are in line with competitors, ifthey are in line with industry averages and what adjustments you can make to bring them in line.The key to success is to have an well-planned strategy, to establish your policies and to constantly monitor prices and operating costs to ensure profits. Keep abreast of changes in the marketplace because these changes can affect your bottom line.* Develop an effective Promotional Strategy- advertising media- print media (newspaper, magazine, classified ads, Yellow Pages advertising, brochure)- radio- television- networking- business cards- tee shirts, hats, buttons, pensDevelop a promotional strategy that uses various media for promoting your business. Monitor the different media identifying those that most effectively promote your business. Concentrate on developing material for these formats that clearly identifiesyour goods or services, its location and price.Since financial institutions weigh the soundness of your marketing plan when deciding whether your business is a good riskfor their money, it is important that you prepare and presentcredible market data that shows there is a need in the communityfor your business and that demonstrates your ability to competesuccessfully._________________________________________________________________SELF-PACED ACTIVITYDuring this activity you will:* Make an outline of the information a marketing planshould contain.MARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN: ITS ADVANTAGES AND DISADVANTAGESA well-written, comprehensive marketing plan is the focal pointof all business ventures because it describes how you plan toattract and retain customers--the most crucial aspect of abusiness. And why are customers so important? The answer issimple. They ultimately are the means by which you will generatethe income needed for daily operations, to repay debts and toturn a profit. In essence, the customers are your life line andthe marketing plan is the pipeline that allows you access to them-- i.e., to fulfill their needs and expectations.The marketing plan is essential to any successful business. It isthe heart of the business, the basis from which all otheroperational and management plans are derived. Marketing offersyou a wealth of information that if applied correctly virtuallycan ensure your success.Therefore, it is important that you, as a first-time businessowner, develop a comprehensive, effective marketing plan. If youneed assistance in accomplishing this task, contact your localSBA office. Consult the local telephone directory under "U.S.Government" for the telephone number and address of the officenearest you.Advantages/Disadvantages of Developing a Marketing PlanAn effective marketing plan will certainly boost your sales and increase your profit margins, which is the goal of every business owner. It is a milepost down the road to success and, as such, care and time should be put into its development. You must be able to convince customers that you have the best product or service for them at the best possible price. If you cannotconvince potential customers of this, then you are wasting your time and money. This is where the marketing plan comes into play, and this is why it is so important.There are numerous advantages you can extract from the marketplace if you know how. And the marketing plan is an excellent tool for identifying and developing strategies for extracting these advantages.A few of the advantages are outlined below. The plan:* identifies needs and wants of consumers* determines demand for product or service* aids in design of products/services that fulfillconsumers needs* outlines measures for generating the cash for daily operation, to repay debts and to turn a profit* identifies competitors and analyzes your firm'scompetitive advantage* identifies new product/service areas* identifies new and/or potential customers* allows for test to see if strategies are giving thedesired results.Some of the disadvantages of the market plan are:* identifies weaknesses in your business skills* leads to faulty marketing decisions based onimproperly analyzed data* creates unrealistic financial projections ifinformation is interpreted incorrectly* identifies weaknesses in your overall business planThe marketing plan offers numerous advantages; however, as you can see, there can be drawbacks. Remember, however, the advantages outweigh the drawbacks, so seek professional assistance when you are developing the marketing section of yourbusiness plan. It will be worth the investment.__________________________________________________________________SELF-PACED ACTIVITYDuring this activity you will:* Identify and list the advantages and disadvantages ofdeveloping a marketing plan.MARKETING YOUR BUSINESS FOR SUCCESS - OUTLINE FOR A MARKETING PLANElements of a Marketing PlanI. Description of the Target Market- age- sex- profession- income level- educational level- residenceII. Description of Competitors- market research data- demand for product or service- nearest direct and indirect competitors- strengths and weaknesses of competitors- assessment of how competitors businesses are doing- description of the unique features of your productor service- similarities and dissimilarities between yourproduct or service and competitorsIII. Description of Product or Service- describe your product or service- emphasize special features, i.e., the selling pointsIV. Marketing Budget- advertising and promotional plan- costs allocated for advertising and promotions- advertising and promotional materials- list of advertising media to be used and an estimateof cost for each mediumV. Description of Location- description of the location- advantages and disadvantages of locationVI. Pricing Strategy- pricing techniques and brief description of thesetechniques- retail costing and pricing- competitive position- pricing below competition- pricing above the competition- price lining- multiple pricing (for service businesses only)- service components- material costs- labor costs- overhead costsMARKETING YOUR BUSINESS FOR SUCCESS - DEVELOPING AN EFFECTIVE MARKETING STRATEGYAn advantage of purchasing a franchise is that the marketing planis provided by the franchisor. While this saves you the time andenergy it takes putting together a marketing program, it doesn't,however, ensure that you will attract customers to yourfranchise. How well your advertisements and promotions drawcustomers will ultimately determine how effective your marketingstrategy is.While a reputable franchisor will not sell you a franchise in aterritory where there is not a market, or where the market isdeclining, it is your responsibility to cultivate your designatedmarket. Whether you are independent or a franchise, one of theeasiest ways to do this is through advertising and promotions.Remember the aim of the advertising and promotional strategy isto create awareness of your product or service, to arousecustomers' needs and expectations to the point of consumption andto create a loyal stream of satisfied customers who continue to patronize your business.Effective Advertising and Promotions TechniquesPerhaps, the first step in developing an effective advertisingand promotional strategy is to understand the difference between the two concepts. Most people think that advertising and promotions are one in the same; there is, however, a distinction between the two. While both advertising and promotions use the different media formats--print, radio and television--as a way of conveying a message, promotion encompasses much more. It is the method of advertising and can entail community involvement. This could mean sponsoring a Boy or Girl Scout troop, allowing non- profit organizations to use your facility, such as, letting thehigh school drama club use your parking lot for a car wash fund raiser, sending an underprivileged child to day camp or involvement in any type of positive community activity that willbring attention to your business.While advertising is a way of keeping your business is thepublic's eye, promotions are a way of signaling that you are concerned and committed to the welfare of the community and its residents. This commitment may be one of the most effective techniques for building customer loyalty. People tend to be more supportive of businesses and organizations that give something to the community rather than those that just take from the community, never giving anything in return.Now, let's look at how to develop an effective advertisingprogram and promotional program for your business.The Key to a Successful Advertising and Promotional Plan AdvertisingAdvertising plays an important role in successful business ventures. It entails identifying and selecting the media thatprovide the greatest amount of exposure for your business anddeveloping effective, yet appropriate materials for each medium. It is more than running an ad in a local newspaper, on a radio or television station or just simply hanging a sign outside your business and waiting for the customers to purchase your product or service. It requires that you know your product or service -- that is, the selling points -- and that you develop literaturethat can arouse the customers' consciousness levels to the point that they are curious enough to investigate it, and then raises their need or desire levels to the point that they are willing to purchase it.Advertising keeps your product or service in the public's eye by creating a sense of awareness. Yet this awareness alone will not ensure the success of your business. Thus, advertising not only has to be effective, it also has to be a continuous process.When developing an effective advertising strategy for a franchise, review the national advertising materials the franchisor has developed and determine if they can be applied regionally or locally. If they can, select the media that willprovide the greatest amount of exposure and the most effective means for promoting your franchise. If the national materials are inappropriate, you may need to modify or develop your own materials. Remember, however, that you may have to get the franchisor's approval to use these materials. As a courtesy, regardless of the advertising policies in the franchise agreement, allow the franchisor to review these materials.Once you are satisfied with the advertising materials, select the media that will best market your business. Since advertising can be costly, try to use a medium that is cost effective, yet will effectively market your business. If this is not possible, thenbe prepared to spend what is necessary to promote your business effectively -- the outcome will be worth the investment.It may be a good idea to mix the different media formats that you use. For example, design a brochure that describes your product or service, emphasizing its selling points (special features).Place copies of the brochure in strategic locations of your business to use as customer handouts. Or, devise a customer survey. The survey should focus on whether customers like the product or service, the quality of the product/service, ways to improve it, the quality of service provided by staff--their friendliness and courtesy. Place the survey with a self-addressed, stamped envelope near the check-out counter and ask customers to mail in or return the survey when they come back. Review their comments with staff and implement those suggestions that are practical, cost efficient and can improve the overallquality of service your business provides.Other media formats to use are:* newspaper, radio or television ads (newspaperadvertising is the least expensive and televisionadvertising is the most expensive of these formats).You probably will need professional advice andassistance when developing ads for these mediaformats.* business cards.* classified ads in the local newspaper.* direct marketing.* telemarketing (this format can be expensive, also).* Yellow Pages advertising.* sampling - mailing or distributing free samples ofyour product or a flyer about your service to thepublic.* advertising in community-based magazines ornewspapers.Whatever media format you use, be willing to invest the money needed to develop an effective ad campaign.PromotionsAs discussed earlier, promotion entails more than just selectingthe media format to market your business. It can, and oftentimes does, encompass community involvement. This involvement can range from sponsoring a Boy or Girl Scout troop to hosting a charity。
Production Planning Management生产计划管理程序(中英文)
目的1.1 For long/mid term : identify needed resource and resource utilization for internal and external长/中期:识别内外部所需要的资源以及资源的利用率。
1.2 For short term: perform committed delivery time to customers while meet inventory control target.短期:履行承诺给客户的交货时间，同时满足库存控制的目标。
2.0 SCOPE 范围2.1 This procedure includes production planning, capacity evaluation, material planning andinventory control.此计划流程包括生产计划，产能评估，物料计划和库存控制。
2.2 This procedure includes long/mid-term planning and short term planning process.此计划流程包括中长期计划流程和短期计划流程。
3.0 DEFINITIONS 定义3.1 Long/mid term planning: planning time fence covers 3 months 〜6 months中长期计划：计划时间段为3个月到6个月。
3.2 Short term planning: planning time fence covers one week ~ one month短期计划：计划时间段为一周到1个月。
4.0 REFERENCE DOCUMENTS 参考文件4.1 PD-C1-01 Contract Review Procedure 合同评审程序4.2 PD-S2-02 Purchasing management Procedure 采购管理程序4.3 PD-C4-02 Material And Goods Management Procedure 物料管理程序5.1 RECORDS 记录5.1 FN-LG-07 Make Order Form 生产工单5.2 FN-LG-01 Finished goods Shipment Form 销货单5.3 FN-LG-04 Outplant Make Order 委外工单5.2 RESPONSIBILITY 职责6.1 Customer is responsible for providing forecast to logistics, logistics transfer customerpurchasing order to company sales order, contract review.客户负责提供销售预测给物流，物流转换客户采购订单为公司的销售订单，合同评审。
THE MARKETING PLAN市场营销计划
How dowe integrate supply chain elements to maximize the valuewe offer to our customers and other stakeholders?
- How can we use the physicalbuildingsandenvironment toenhance the shopping experience for consumers?
- How can we engage the consumers?
D.Implement & control the marketing pபைடு நூலகம்an
A:Situation Analysis
1.Internal environment
- How does marketing support my company’s mission, objectives and growth strategies?
- What has my company done in the past with its:8Ps (Products? Pricing?Distribution?Promotion?People? Physical evidence? Process? Participation?)Supply chain?
themarketingplan市场营销计划道客巴巴
THE MARKETING PLAN(Chapter 2, Solomon et al.)
(An example ofamarketing planforS&S Smoothie Company is in P.554-565 of your textbook)
营销策划方案的英语翻译
营销策划方案的英语翻译1. Executive SummaryThe purpose of this marketing planning proposal is to outline a comprehensive marketing strategy for [Company Name]. The goal is to enhance brand awareness, increase market share, and ultimately drive sales growth. This proposal will cover various aspects of marketing, including market analysis, target audience identification, promotional strategies, pricing strategies, and distribution strategies.2. Market Analysis2.1 Market Size and Growth- Conduct market research to determine the size and growth rate of the target market.- Analyze market trends and identify opportunities for growth.2.2 Competitor Analysis- Identify key competitors in the market.- Evaluate their strengths, weaknesses, and market positioning.- Assess their marketing strategies and identify areas of improvement.2.3 SWOT Analysis- Conduct a SWOT analysis to identify internal strengths and weaknesses, as well as external opportunities and threats.- Use the findings to develop effective marketing strategies.3. Target Audience Identification3.1 Demographics- Analyze the target audience's age, gender, income level, and occupation.- Identify other relevant demographic factors that influence purchasing decisions.3.2 Psychographics- Understand the target audience's interests, values, and lifestyle choices.- Tailor marketing messages to resonate with their psychographic profile.3.3 Consumer Behavior- Analyze consumer behavior patterns to identify purchase triggers and decision-making factors.- Develop marketing strategies that align with consumer behavior.4. Promotional Strategies4.1 Branding- Develop a brand identity that reflects the company's values, personality, and unique selling propositions.- Create a strong brand image through consistent visual elements, messaging, and customer experience.4.2 Advertising- Select effective advertising channels that reach the target audience.- Develop creative and compelling advertising campaigns to increase brand awareness and drive sales.- Leverage online and offline advertising platforms for maximum reach.4.3 Public Relations- Develop a public relations strategy to enhance brand reputation and generate positive press coverage.- Engage with media outlets, influencers, and industry experts to build brand credibility. 4.4 Content Marketing- Create valuable and engaging content to establish thought leadership and attract target audience.- Utilize various content marketing channels, such as blogs, social media, videos, and newsletters.5. Pricing Strategies5.1 Pricing Objectives- Define pricing objectives, such as maximizing profit margins, gaining market share, or entering new markets.- Consider factors such as production costs, competitor pricing, and consumer willingness to pay.5.2 Pricing Methods- Determine the most appropriate pricing method, such as cost-plus pricing, market-based pricing, or value-based pricing.- Monitor and adjust prices based on market conditions and customer feedback.6. Distribution Strategies6.1 Channels of Distribution- Evaluate various distribution channels, such as direct sales, wholesalers, retailers, and online marketplaces.- Select the most efficient and cost-effective distribution channels.6.2 Channel Management- Develop a channel management strategy to maximize sales and ensure proper product distribution.- Establish strong relationships with distributors, provide training and support, and monitor channel performance.6.3 E-commerce- Evaluate the potential of e-commerce for the company's products or services.- Develop an e-commerce strategy, including website design, online marketing, and customer service.7. Implementation and Control7.1 Marketing Budget- Develop a detailed marketing budget that allocates resources effectively.- Monitor and control expenditures to ensure cost-effective implementation of marketing strategies.7.2 Timeline- Develop a timeline that outlines key marketing activities and milestones.- Regularly review and adjust the timeline based on changing market conditions.7.3 Key Performance Indicators (KPIs)- Define KPIs to measure the success of marketing strategies.- Monitor and analyze KPIs regularly to assess the effectiveness of marketing efforts.8. ConclusionIn conclusion, this marketing planning proposal aims to provide a comprehensive and integrated marketing strategy for [Company Name]. By conducting a thorough market analysis, identifying the target audience, and implementing effective promotional, pricing, and distribution strategies, the company will be well-positioned to achieve its marketing objectives and drive business growth. Regular monitoring and adjustment of marketing activities will ensure continuous improvement and success in the marketplace.。
市场营销策划方案英文
市场营销策划方案英文Executive Summary:The following marketing planning proposal aims to outline a comprehensive strategy to maximize brand awareness, drive customer acquisition, and increase sales for a specified product or service within a competitive market. Through a structured approach, this proposal will address key marketing objectives, target audience analysis, competitive analysis, marketing mix strategies, promotional activities, and evaluation metrics.1. Introduction- Brief company background- Overview of the product or service2. Marketing Objectives- Clearly define specific and measurable marketing objectives- Align with overall business goals- Examples: Increase market share by X%, Achieve X% revenue growth, Enhance brand awareness among target audience3. Target Audience Analysis- Conduct demographic, psychographic, and behavioral analysis- Identify target segments based on key characteristics- Assess preferences, needs, and pain points- Develop buyer personas to personalize marketing efforts4. Competitive Analysis- Identify direct and indirect competitors- Perform a SWOT analysis of each competitor- Highlight unique selling propositions (USPs)- Identify market positioning opportunities and threats5. Marketing Mix Strategies- Product: Assess current product/service offerings- Identify areas for improvement based on customer feedback- Develop new product features or enhancements- Price:- Conduct price analysis compared to competitors- Determine appropriate pricing strategy (e.g., premium, competitive, value-based)- Consider pricing models (e.g., one-time purchase, subscription-based)- Place:- Evaluate distribution channels for reaching target audience- Optimize online and offline channels- Consider partnerships with distributors or retailers- Promotion:- Develop integrated marketing communication plan- Determine key promotional tactics (e.g., advertising, public relations, sales promotions) - Utilize digital marketing channels (e.g., social media, email marketing, content marketing) - People:- Train and equip staff to deliver exceptional customer service experience- Foster customer relationship management practices- Leverage brand ambassadors or influencers for greater reach- Process:- Streamline customer journey and purchase process- Optimize logistics and order fulfillment- Enhance customer support processes- Physical Evidence:- Upgrade packaging or branding materials- Create a consistent visual identity across all touchpoints- Leverage customer testimonials or case studies6. Promotional Activities- Implement a multi-channel marketing campaign- Utilize targeted advertising in relevant media- Develop engaging content through various mediums- Leverage social media platforms for increased visibility- Organize events or sponsorships to build brand affinity- Implement referral or loyalty programs to incentivize repeat customers7. Evaluation Metrics- Identify key performance indicators (KPIs) to measure campaign effectiveness- Track and analyze data from various marketing channels- Monitor and adjust marketing tactics as needed- Periodically assess ROI and overall marketing strategy success8. Budget Allocation- Allocate resources across various marketing activities- Determine return on investment (ROI) estimates for each strategy- Adjust budget allocation based on performance and results9. ConclusionSummarize the proposed marketing plan and its potential impact on achieving stated objectives. Reiterate the importance of continuous evaluation and adjustment to ensure ongoing success.AppendixInclude any supporting documents such as market research data, customer surveys, or competitor analysis reports.Note: This is a general outline for a marketing planning proposal. Specific details and strategies will vary based on the product, industry, and target audience. Therefore, it is recommended to conduct thorough research and analysis to tailor the marketing plan accordingly.。
营销策划方案英文版
营销策划方案英文版1. IntroductionThe following marketing planning proposal presents a comprehensive strategy to promote a product/service successfully. The plan focuses on understanding the target market, analyzing competitors, developing marketing objectives, and implementing effective promotional campaigns. This proposal aims to increase brand awareness, attract new customers, and maximize sales.2. Situation Analysis2.1 Market AnalysisTo begin, we will conduct a thorough market analysis to identify key trends, consumer preferences, and market size. Through primary and secondary research, we will gather data on demographics, psychographics, purchasing habits, and customer needs. This will allow us to better understand our target customers and their motivations.2.2 Competitive AnalysisAdditionally, a competitive analysis will be conducted to assess the strengths and weaknesses of our competitors. By analyzing their marketing strategies, pricing strategies, and product/service offerings, we can identify opportunities and threats in the marketplace. This analysis will provide valuable insights to develop our unique selling proposition (USP) and differentiate ourselves from the competition.2.3 SWOT AnalysisFurthermore, a SWOT analysis will be conducted to identify the internal strengths and weaknesses of our organization, as well as the external opportunities and threats in the market. This analysis will help us capitalize on our strengths, overcome weaknesses, exploit opportunities, and mitigate threats. It will serve as a foundation for developing effective marketing strategies.3. Marketing ObjectivesBased on the analysis conducted, the following marketing objectives have been identified: 3.1 Increase brand awareness by 30% within the next six months.3.2 Increase market share by 10% within the next year.3.3 Increase sales by 15% within the next quarter.3.4 Improve customer loyalty and retention by 20% within the next year.3.5 Enter a new customer segment and acquire 500 new customers within the next six months.4. Target MarketWith the insights from the market analysis, we have identified the following target market: 4.1 Demographics: Male and female, aged 25-40, residing in urban areas.4.2 Psychographics: Tech-savvy, health-conscious, and environmentally conscious individuals.4.3 Behavioural: Regular users of similar products/services, value convenience and quality.5. Marketing Strategies5.1 Product StrategyBased on the market analysis, we will enhance our product/service by focusing on quality, convenience, and sustainability. We will introduce new features, offer customization options, and ensure eco-friendly production processes. By highlighting these attributes, we will position our product as the superior choice in the market.5.2 Pricing StrategyOur pricing strategy will be competitive, offering value for money. We will conduct a pricing analysis to ensure that our prices are in line with customer expectations and provide a competitive advantage. Additionally, we will consider implementing promotional pricing in the initial stages to encourage trial and customer acquisition.5.3 Distribution StrategyTo ensure widespread availability, we will develop a multi-channel distribution strategy. Our product will be available through our e-commerce website, partner retailers, and select brick-and-mortar stores. This strategy will maximize accessibility and convenience for our target customers.5.4 Promotion StrategyOur promotion strategy will be multi-faceted, utilizing both traditional and digital marketing channels:- Traditional channels: We will utilize print media, television advertising, and out-of-home advertising to reach a wide audience. Collaborations with influencers and celebrities will help increase brand awareness and credibility.- Digital channels: We will leverage social media platforms, search engine optimization (SEO), and pay-per-click (PPC) advertising to target our desired audience and drive trafficto our website. Additionally, we will implement email marketing and content marketing to nurture leads and build customer relationships.- Public relations: We will actively engage with the media, industry influencers, and community organizations to generate positive press coverage and enhance our brand reputation.6. Implementation and ControlTo ensure the successful execution of the marketing plan, a detailed implementation schedule will be developed. The plan will outline the tasks, responsible parties, timelines, and expected outcomes for each marketing initiative. Regular monitoring and evaluation will be conducted to measure the effectiveness of the strategies and make necessary adjustments.7. ConclusionIn conclusion, this marketing planning proposal provides a comprehensive strategy to promote a product/service successfully. By understanding the target market, analyzing competitors, developing marketing objectives, and implementing effective promotional campaigns, we will increase brand awareness, attract new customers, and maximize sales. Through continuous evaluation and adjustments, we will achieve our marketing objectives and establish a strong market presence.。
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Marketing Planning and Forecasting（ ['fɔStrategy Planning Process 营销战略规划过程
Quantitative and qualitative screening criteria定量和定性的筛选标准
Customers
Needs and other segmenting dimensions
客户 需要和其他 分段尺寸
Company
Objectives and resources
S
Segmentation
W O
Product C
Place
Positioning and Price Competitors
•
--基于过去或预期销售额的百分之预算 最常用的方法 主要优点是缓解 可能导致的重大问题，包括需要更多的钱是时的削减 --工作方法 支付需要完成什么 通常是明智的做法 需要的活动，可以对目标进行评估
Exporting出口
• Selling some of what the company is producing to foreign markets – a market development type opportunity – some changes in product may be required • Usually a low risk way to get into international marketing • "Red tape" is real, but usually worth the hassles • International agents and merchant wholesalers can assist • Relationship may take time to build
• 市场潜力巨大，整个细分市场可能会购买什么 • 销售预测，估计多少一个行业或公司希望出售给 一个细分市场
Approaches to Forecasting
以预测的方法
• Extending past behaviour Trend extension Assumes future patterns will be like past patterns • Factor method based on finding a variable (a factor) that is related to the variable being forecast multiple factors may be helpful • Leading series factors that move in advance of what is being forecast – 扩展过去的行为 趋势延伸 假设未来的模式会像过去的模式 – 因素法 基础上，找到相关变量被预测变量（因素） 多种因素可能会有所帮助 – 龙头系列 这一举动提前被预测的是什么因素
Market Potential and Sales Forecast
市场潜力和销售预测
• Market Potential—what a whole market segment might buy • Sales Forecast—an estimate of how much an industry or company hopes to sell to a market segment
Predicting Future Behaviour Calls for Judgement and Opinions
为的判断和意见预测未来的行为呼吁
Jury of executive opinion – forecasting by combining the opinions of experienced executives, perhaps from marketing, production, finance, purchasing and top management Sales force estimates – combining the sales estimates from each sales person Surveys, panels and test markets
• • 有几个国家的直接投资 经营业务的选择，取决于在世界任何地方 选择供应商 生产地点 后去的目标市场 注意到一种世界观，不只是在本国 越来越多的公司正在寻求在全球范围内的竞争
• •
Suggested Approach to Global Marketing
• Identify all important areas of similarity and difference between markets – market research – clarify degree of globalisation appropriate Delegate some decision-making to local management – obtain balance between centralised and decentralised decision-making Clarify which elements of the marketing mix are essential in achieving the global plan – decide on necessary local modification Obtain feedback from local management and disseminate globally Develop a strong international culture
• • • Licensing selling the right to use some process, trademark or patent for a fee or royalty Contract manufacturing handing over production to others while retaining control of the marketing function Management contracting seller only provides management skills, while others own the production and distribution facilities Joint venturing a domestic company entering into a long-term partnership with an overseas company Wholly owned subsidiary a separate business operation owned by a parent company – 发牌 出售的一些过程中， 出售的一些过程中，商标或专利使用权费或版税 – 合同制造 生产移交给他人， 生产移交给他人，同时保留的营销功能的控制 – 管理承包 卖家只提供管理技能， 卖家只提供管理技能，而其他人自己的生产和配送设施 – 联合冒险 国内公司进入一个长期合作伙伴关系，与海外公司 国内公司进入一个长期合作伙伴关系， – 全资附属公司 由母公司拥有一个独立的业务运作
• 陪审团长官认为 预测相结合的经验的管理人员的意见，从市场营销，生产，财务，采购和高 级管理人员也许 • 销售队伍估计 相结合的销售，估计从每个销售人员 • 调查，小组讨论和测试市场
The Marketing Plan
• • • • • • • • • • • • • • Name of Product Market • Customer analysis Competitor analysis Analysis of other aspects of external environment Company analysis Marketing information requirements Product strategy Place strategy Price strategy Promotion strategy Implementation problems to be overcome Control Forecasts and estimates Timing
Current and prospective竞争对手
Promotion
Tdifferentiation定位和
分化
当前和 预期 External marketing environment外部营销环境
Typical Changes in Marketing Mix Variables over the Product Life Cycle
• 向国外市场出售一些什么样的公司是生产 市场开发型机会 可能需要在产品的一些变化 通常一个低风险的方式来获得进入国际市场营销 “繁文缛节”是真实的，但通常是值得的麻烦 国际代理商和商人批发商可以协助 关系，可能需要时间来建立
• • • •
Entering International Markets
在营销组合变量的典型产品的生命周期的变化
• • • • • Competition: becomes more intense, moves toward pure competition Product: – typically moves toward variety, and then less variety in decline stage Place: typically moves toward more intensive distribution then more selective in decline stage Promotion: emphasis changes from primary demand to selective demand and from persuasion to reminding Price: moves toward more price cutting and dealing – 竞争： 变得更加激烈，移向纯粹的竞争 – 产品名称： 通常走向品种，然后在衰退阶段的各种 – 地点： 通常走向更密集的分布在衰退阶段，然后更多的选择性 – 推广： 从主要需求选择性需求，从劝导，提醒强调变化 – 价格： 走向更多的价格切割和处理