Marketing Plan.E

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简易营销策划方案英语版

简易营销策划方案英语版1. Introduction:The objective of this marketing plan is to outline strategies and tactics for enhancing the promotion of a new product in order to generate consumer interest, increase sales, and build brand awareness. The product being promoted is a new line of organic skincare products targeted towards health-conscious consumers.2. Market Analysis:2.1 Target Market: The target market for the new organic skincare products includes individuals aged 25-45, who are health-conscious, environmentally conscious, and willing to spend more on premium-quality skincare products.2.2 Competitor Analysis: Conduct a thorough analysis of key competitors in the organic skincare market toidentify their strengths, weaknesses, and unique selling propositions (USPs). This will help in positioning the new product effectively and highlighting its unique features and benefits.2.3 Customer Analysis: Understand the needs, preferences, and purchasing behavior of the target market through market research. This can be done through surveys, focus groups, and social media listening, providing valuable insights into product preferences, price sensitivity, and consumer demands.3. Marketing Objectives:3.1 Increase brand awareness: Increase brand recognition and awareness among the target market by 20% within the first six months of the marketing campaign.3.2 Increase sales: Achieve a 15% increase in sales revenue within the first year of the marketing campaign.3.3 Build customer loyalty: Establish a loyal customer base by increasing customer retention rate by 10% within the first year.4. Marketing Strategies:4.1 Product Positioning: Position the new organic skincare products as a premium, high-quality, and sustainable alternative to conventional skincare products in the market. Highlight the use of organic ingredients, cruelty-free production processes, and eco-friendly packaging.4.2 Pricing Strategy: Price the new products at a premium range to reflect the quality and benefits associated with organic skincare. Offer introductory discounts or promotional packages to attract price-sensitive customers and encourage trial.4.3 Promotional Campaign: Develop an integrated promotional campaign using various channels to reach the target market effectively.4.3.1 Traditional Advertising: Utilize print media, such as magazines and newspapers, to showcase the brand and product benefits through visually appealing and informative advertisements. Also, consider outdoor advertising through billboards and public transportation advertising to increase brand visibility.4.3.2 Digital Advertising: Leverage social media platforms, such as Facebook, Instagram, and Twitter, to engage with the target market and create brand awareness through regular posts, promotions, and influencers. Additionally, invest in targeted online advertising, such as Google AdWords and display ads on relevant websites.4.3.3 Public Relations: Collaborate with beauty influencers and bloggers to review and promote the new products. Use press releases to announce the launch of the products and attract media coverage. Sponsor relevant events and participate in trade shows and exhibitions to showcase the product line.4.3.4 Referral Programs: Implement a referral program to incentivize existing customers to refer their friends and family to try the new product line. Offer discounts or rewards for successful referrals to encourage customer advocacy and word-of-mouth marketing.4.4 Packaging and Design: Invest in visually appealing and eco-friendly packaging to enhance the product's desirability and sustainability credentials. Ensure thatthe packaging effectively communicates the key selling points and benefits of the product to consumers.4.5 Distribution Channels: Establish distribution partnerships with reputable retailers, both online and offline, that align with the company's brand image and target market. This includes high-end beauty stores, department stores, and online platforms specializing in organic and natural beauty products.5. Implementation and Evaluation:5.1 Timeline: Develop a detailed timeline with specific milestones and deadlines for the execution of each marketing strategy and tactic. Regularly review the progress and make necessary adjustments to ensure timely implementation.5.2 Key Performance Indicators (KPIs): Monitor and measure the effectiveness of the marketing campaign using KPIs such as sales revenue, brand awareness, customer retention rate, website traffic, and social media engagement. Analyze the data regularly to identify areas of improvement and modify strategies accordingly.5.3 Budget: Allocate a sufficient budget for the marketing campaign, considering various costs such as advertising, promotional materials, packaging, and event sponsorship.5.4 Continual Improvement: Regularly assess the effectiveness of the marketing strategies and tactics andmake necessary changes based on consumer feedback, market trends, and competitive landscape analysis.6. Conclusion:By implementing these strategies and tactics, the marketing campaign aims to enhance the promotion of the new organic skincare products, thereby increasing brand awareness, sales revenue, and customer loyalty. Continuous evaluation, adjustment, and improvement will be key to the success of the marketing plan.。

《如何写一份出色的marketing plan》

《如何写一份出色的marketing plan》第一篇。

如何写一份出色的marketingplan如何写一份出色的marketingplan。

时间：xx-6-11点击量：160编辑。

接近年底，对于所有marketer来说，制订明年的年度计划是当前的一项重要工作，虽然各个公司财务年不同，起点不一定在1月1日。

通常来说，一份以事业单位的市场计划从开始撰写到最终批准实施，至少需要3个月到6个月的时间，而事业部的经理（marketingmanager或相应brandmanager，productmanager）是承担这项重要工作的主要责任人。

但做好一份出色的年度市场计划，并非每个marketingmanager 都能胜任。

一些市场计划味如嚼蜡，毫无思想和创意，好比政府官员的年终工作报告；还有一些计划热情洋溢，但通篇充满不靠谱的吹嘘和自恋，好比保险推销员的宣誓感言。

针对这个现实，一些大公司开设了“制订市场营销计划”的培训，或提供公司统一的模板，这非常好，但要清楚这套东西主要是让你把握其中逻辑思考的流程，但并不能保证象电脑程序一样，dataininformationout，更不能提供行动计划。

我认为一份出色的市场计划，更多地是体现了marketer对于市场和竞争的经验、洞察和创意一些难以衡量的东西，最关键之处在于目标的设定和策略的形成，再加上对执行及预算的周密安排。

在这里我分享几点对于制订年度市场计划的心得，不能保证你出色，但至少可以避免一些我自己或同行曾经犯过的错误：第一、先搞清楚什么叫市场计划。

什么是marketingplan。

而什么叫salesplan。

那些富有经验的品牌经理对上面这个问题可能轻蔑一笑。

“这个问题都搞不清楚还做marketing。

”。

但我认为这并不好笑，要知道在今天中国大多数市场人员并没有接受过良好的培训（我不鼓吹学院派，但也不赞成纯实战派或游击队），而且有很多人在此之前是从事销售、广告甚至是设计师出身。

MarketingPlan最完整的范例Marketing

GUIDANCE 蓋登氏管理指引年度策略性行銷規劃概念 13Marketing Plan 最完整的範例最完整的範例市場狀況不斷地變動，對應今日遽變市場的「marketing」也需要以全新的觀念應對。

如何面對今日商品充斥成熟化的市場呢？我們提供的方法是策略性行銷。

策略性行銷強調的是以顧客滿意為原點策略性行銷強調的是以顧客滿意為原點，，以既存或可能掌握的行銷優勢為前提而策定企業的策略為前提而策定企業的策略，，策略必須能因應環境的變動及能充分讓各項資源（人、物、金、Know How Know How））配合市場導向投入配合市場導向投入，，並設計出能配合策略執行的組織組織，，以實現企業的使命以實現企業的使命，，達成企業存續達成企業存續、、成長的目標成長的目標。

因此，策略性行銷的觀念下，突破只在既定的市場、技術及組織內，專注於如何效率性的利用5P 去因應市場和競爭者，而能根據企業存在的價值、使命揀選市場、滿足顧客，而能持續把握獨特的利基贏取市場、擴大市場。

本指引分為(上)觀念篇(下)實作篇，有下列的特點：課程課程內容提出15個Marketing Guidances觀念篇提出15個guidances，讓您了解真正的marketing，使您能因應今日的行銷課題，確保您做出有效的年度行銷計畫書。

GUIDANCE蓋登氏管理指引年度策略性行銷規劃概念以策略性行銷觀念，引導您製作行銷計畫書。

以11個步驟逐步說明計畫製作的程序。

Step 1 機會及威脅分析Step 2 長處及弱點分析Step 3 SWOT彙總Step 4 Executive SummaryStep 5 計畫的假設及前提Step 6 設定Marketing Goals & ObjectivesStep 7 設定年度銷售目標Step 8 策定行銷策略Step 9 設定行銷組合策略Step 10 行銷活動方案及scheduleStep 11 年度行銷預算透過7個實作Work Sheet及41個實作表格（Plan Form）引導您有系統的完成年度行銷計畫書。

marketing plan范文

marketing plan范文英文版Marketing Plan Template1. Executive SummaryThis marketing plan outlines the strategy for [Company Name], a leading provider of [Product/Service Category]. The plan focuses on achieving our objectives in the coming year, including increasing market share, enhancing brand awareness, and driving sales growth.2. Company Overview[Company Name] was founded in [Year] and has since grown to become a recognized leader in the [Industry]. Our mission is to [Company Mission Statement]. Our core values center around [Core Values].3. Market AnalysisTarget Market: Our target market consists of [Target Market Description].Competition: Our main competitors are [List of Competitors].Market Trends: [Current Market Trends].4. Marketing ObjectivesIncrease market share by [Percentage] by the end of the year.Achieve a [Percentage] increase in brand awareness.Drive sales growth by [Percentage] over the next 12 months.5. Marketing StrategyPositioning: We position ourselves as the [Positioning Statement].Product/Service Strategy: We will [Product/Service Strategy].Pricing Strategy: Our pricing will be [Pricing Strategy].Promotion Strategy: We plan to [Promotion Strategy].Place Strategy: We will distribute our products/services through [Distribution Channels].6. Marketing TacticsAdvertising: We will advertise on [Advertising Platforms].Social Media Marketing: We plan to engage with customers on [Social Media Platforms].Content Marketing: We will create and distribute [Types of Content].Email Marketing: We will send targeted emails to [Target Audience].7. Financial ConsiderationsBudget: Our marketing budget for the year is [Budget Amount].Expected ROI: We expect a return on investment of [Expected ROI Percentage].8. Evaluation and AdjustmentsWe will regularly evaluate our marketing efforts and make adjustments as necessary to ensure we are meeting our objectives. We will track key performance indicators (KPIs) and use data to inform our decisions.中文版市场营销计划范文1. 摘要本市场营销计划概述了[公司名称]的战略，该公司是[产品/服务类别]领域的领先供应商。

marketingplan范文

marketingplan范文一、市场分析随着经济的快速发展和消费者需求的不断变化，企业竞争变得日益激烈。

营销计划是一个有效的工具，可以帮助企业了解市场需求，并制定相应的营销策略来满足消费者需求。

在制定营销计划之前，我们首先需要进行市场分析。

目标市场：我们首先需要确定我们的目标市场。

我们的产品主要面向25-35岁的年轻消费者，他们注重时尚和品质。

此外，我们还将针对中等收入阶层，因为他们是最有可能购买我们产品的消费者。

竞争分析：进行竞争分析是了解市场潜力和竞争对手的关键。

我们的竞争对手主要包括其他品牌的服装和饰品公司。

我们需要了解他们的定位、产品特点以及市场份额，以便我们可以制定相应的策略来与他们竞争。

需求分析：我们需要分析市场需求来确定消费者对我们产品的需求。

通过市场调研，我们发现年轻消费者对时尚和个性化的需求非常高。

因此，我们的产品应该注重设计和品质，以吸引和满足他们的需求。

二、营销策略制定营销策略是实施有效的营销计划的核心。

以下是我们的营销策略：产品定位：我们的产品将以时尚、个性化和高品质为特点。

我们将注重设计和材料的选择，并通过不断创新来满足消费者的需求。

渠道战略：我们将采用多渠道战略来推广和销售我们的产品。

我们将在线和线下渠道相结合，包括电子商务平台、实体店铺和社交媒体。

通过多渠道的销售，我们将能够更广泛地接触到我们的目标消费者。

定价策略：我们将采用竞争定价策略来确保我们的产品价格具有竞争力。

我们将根据市场需求和成本来制定价格，并考虑到竞争对手的定价策略。

促销策略：我们将采用多种促销手段来吸引消费者购买我们的产品。

例如，我们将经常进行限时折扣和促销活动，并通过社交媒体和广告来宣传和推广。

三、实施计划制定了营销策略之后，我们需要制定具体的实施计划来确保营销战略的顺利实施。

产品开发：我们将与设计师合作，不断开发新的产品系列，以满足消费者的需求。

我们将注重设计和质量，并与供应商建立稳定的合作关系，确保原材料的供应。

市场营销Marketing Plan

Marketing PlanExecutive summaryWe want to run a low-price hotel for the graduated students who want to work in Zhangjiagang but find no place to live in. We get the point that these graduates are seeking for a comfortable places with low price and don’t care too much about how big the living places is. So we just rent a bed and a desk to these students just like the living condition in college.Current marketing situationIn recent years, the development in Zhangjiagang is very fast especially the high-tech industry which attracts college students from all over the country. On the other hand, some students in Jiangsu Science and Technology university Zhangjiagang campus also want to find a job in a local company. All of these graduated students make the market possible in the city.market descriptionmarket of College students hostel consists of College students and low-price hotel and Zhangjiagang company . We buildour brand low-cost strategies. Lodging place is mainly the demolition transformation room and residence .product review1.24 hours’ hot water service2. air condition3.free use of Internet4. Selection of beds according to different prices below the market priceCompetitive reviewStrength ,weakness, opportunities,and threat analysis Strength:●Similar kind of hotel doesn’t operate inZhangjiagang. So we have fewer competition at thebeginning which helps us occupies more marketshare.●The development of high-tech industries attarctscollege graduates through out the country.theseoutside students are all in need of this kind of hotel.●Our hotel is more safer and comfortable and cheaperthan thses hotels which are in the same price.Weakness●Zhangjiagang is not a large city such as shanghaiand beijing. In some cases,the market is n’t largeenough to expand the scale.●Our hotel is located in a residential area,it meansthat our hotel can't be a large one.Opportunity●the government and the university encourage collegestudents to creat their own career.●The contemporary university students' commonpsychological want to exercise in the outside world Threat●The price is too low that we can’t make sure that wecan earn considerable money in a period of time.●Some companies provide accommodationObjectives and issuesWe have set aggressive but achievable objectives for the first and second years of market entryFirst-year objectivesBecause of less competition of this kind of hetel. During the first year on the market,we would share 6% of the market. Second-year objectivesWe would increase our share on the market and try to expand our scale.IssuesWe must make the graduated students understand our opreation mode and create influence among these students. Marketing strategyOur marketing strategy is based on the position of product differentiation. Our primary consumer target is the outside graduated students who are looking for a job in Zhangjiagang.PositionWe are position our hetel as the best choice for the graduated students who can’t find a place to live in. marketing strategy would focus on the low price and comparasive comfortable and safer.Product strategyWhen graduated students come to stay. They are asked toshow their diploma in order to check their identity. After they live in the hotel, we offer 24-hour hot water and Internet service. We also provide them a lot of recruitment information.Pricing strategyOur price is RMB25-30 per day and RMB600 per month. We ask these students to pay 200-a-month doposit Distribution strategyWe would put our hotel’s information on the web portals of Zhangjiagang and distribute the leaflets in university. Marketing communication strategy。

市场营销策划方案英文版

市场营销策划方案英文版1. Executive SummaryThis marketing planning proposal is designed to outline the strategic direction and tactics for a marketing campaign. The objective of this proposal is to increase brand awareness, attract new customers, and drive sales for the company. This proposal outlines a comprehensive marketing strategy including market analysis, target audience identification, goals, objectives, budget, and tactics.2. IntroductionCompany XYZ is a leading provider of consumer electronics with a wide range of products including smartphones, tablets, and smart home devices. Despite having a strong presence in the market, the company is facing increased competition and a decline in sales. This marketing planning proposal aims to reverse this trend and regain market share.3. Market AnalysisA thorough market analysis is necessary to identify the target audience and understand their needs and preferences. The analysis includes studying the current market trends, analyzing competitors' strategies, and identifying the strengths and weaknesses of the company.4. Target Audience IdentificationBased on the market analysis, the target audience for the marketing campaign is identified as tech-savvy millennials and young professionals aged 18-35. This segment is highly active on social media platforms and values brands that offer innovative and high-quality products.5. Goals and ObjectivesThe primary goal of this marketing campaign is to increase brand awareness and enhance brand image among the target audience. The objectives include:- Increase overall sales by 15% within the next six months.- Increase brand awareness by 20% among the target audience within the next three months.- Increase customer engagement on social media platforms by 50% within the next three months.6. Marketing StrategyThe marketing strategy revolves around three main pillars: social media marketing, influencer partnerships, and experiential marketing.6.1 Social Media MarketingA comprehensive social media marketing plan will be executed to reach and engage with the target audience. This includes creating and optimizing social media profiles, developing a content calendar with relevant and engaging posts, and running targeted advertising campaigns.6.2 Influencer PartnershipsPartnering with influencers is an effective way to reach the target audience and gain credibility. Key opinion leaders in the consumer electronics industry will be identified and engaged to promote the company's products through sponsored content and product reviews.6.3 Experiential MarketingCreating immersive experiences for potential customers is crucial in showcasing the products' features and benefits. This can be achieved through pop-up stores, product launch events, and interactive demonstrations in high-traffic areas.7. Budget AllocationA detailed budget allocation plan is essential to ensure efficient spending of marketing resources. The budget will be divided as follows:- Social media marketing: 40%- Influencer partnerships: 25%- Experiential marketing: 20%- Miscellaneous expenses: 15%8. Measurement and EvaluationTo monitor the effectiveness of the marketing campaign, key performance indicators (KPIs) will be established. These include but are not limited to sales growth, website traffic, social media engagement, and customer feedback. Regular monitoring and analysis of these KPIs will guide future marketing decisions and help evaluate the campaign's success.9. ConclusionThis marketing planning proposal provides a comprehensive strategy for XYZ Company to improve brand awareness, attract new customers, and drive sales. By leveraging social media marketing, influencer partnerships, and experiential marketing, the company can successfully engage with the target audience and achieve its goals and objectives. With proper monitoring and evaluation, adjustments can be made to optimize the campaign and ensure long-term success.。

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。

marketingplan范文marketingplan要写些什么

marketingplan范文marketingplan要写些什么Summary and Further Reading on Marketing PlanWhen making a marketing plan, it is important to know and state the timescale you are working with. Are you making a long term plan, a short term plan, or something in between? You may also find that some areas of your marketing plan are short term, while others will work in the long term.A business that deals with new technology may need to update their marketing plans every 3-6 months, where as a business in an established and stable industry might only need to update their plan every other year.Summary* A marketing plan is in addition to a standard business plan.* A marketing plan helps set realistic objectives for your business, and helps make sure that the business is focused on the most important areas of marketing.* A marketing plan can help in obtaining finance by demonstrating that the business has been thoroughly planned.* A plan should look at each of the important areas and have realistic objectives for the short, medium, or long term.* Looking at the prices of your products should take into aount both consumers and petitors products.* Looking at the locations of your products should take into aount where the product is sold as well as the distribution methods used to get there.* You should firmly know the unique selling points of your business and its products.* Sales of one product may help increase sales of another product; you should look at how this can be achieved.* If your product is seasonal, look at introducing a new or modified product to sell during the slower months.* Both the budgets and message of your advertising and public relations should be reviewed regularly to ensure best results.* Word of mouth is free marketing! Look at how you can encourage it.* Special offers and petitions can increase interest in your product and convert possible buyers into sales. Look at how you can maximise this.* In a SWOT, Strengths and Weaknesses are internal, while Opportunities and Threats are external. Each point should be written down briefly to provide a quick overview of the status of your business and its market(s).* A marketing plan should have a timescale relevant to the nature of your business, although different areas of the plan may have different timescales.SWOT Analysis in a Marketing PlanSWOTThis is a monly used form of marketing analysis. It looks at both your business and the external environment to anticipate possible future action you may need to take to defend or expand your market position.SWOT stands for Strengths; Weaknesses; Opportunities; and Threats.(i) StrengthsHere you should list the main strengths of your business and products/services. This should include not only the areas that your business or products are good at, but alsohigh profit margins, suessful current marketing campaigns and similar strengths. e.g. Our business has a reputation for excellent quality customer service.Strengths are internal factors, and are usually related to your business only.(ii) WeaknessesHere you should list the main weaknesses of your business and products/services. This should include the areas that you feel your business could improve on, or are limiting your quality or expansion. e.g. Our slow production speed makes it difficult for us to meet shipment dates effectively.Weaknesses are internal factors, and are usually related to your business only.(iii) OpportunitiesHere you should list what you believe to be the best opportunities available in your market, or new markets you believe your business can sueed in. e.g. Gap in market for smaller versions of our products.Remember, a weakness may be an opportunity in disguise!e.g. If we fix the weakness in our manufacturing speed whilst maintaining quality, we have an opportunity to offer faster delivery to our customers.Opportunities are almost always external, although they may rely on internal strengths. e.g. An opportunity is available by advertising our strengths in quality of service.(iv) ThreatsHere you should list what you believe to be the biggest threats to your business. This could include petitors, government regulations, changes in customer attitudes and other such areas. e.g. Our petitors are planning to launch a big new product in the next 6 months.Threats are almost always external, although they mayrely on internal weaknesses or external factors that limit your strengths. e.g. If our petitors lower their prices and we match them, we may be left with an unprofitable product.A Marketing Plan is a written document that details the actions necessary to achieve a specified marketingobjective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years.A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains alist of actions, a marketing plan without a sound strategic foundation is of little use.看看吧，这是我大学时写的市场计划。

英语版营销策划方案怎么写

英语版营销策划方案怎么写Executive Summary:Our marketing plan proposal aims to outline a comprehensive strategy to promote and grow our brand in the market. With careful analysis and research, we have identified key target segments and developed creative initiatives to engage customers and drive sales. This proposal covers various aspects of marketing, including product positioning, target market analysis, competitive analysis, pricing strategies, promotion tactics, and distribution channels. Our goal is to increase brand awareness, customer loyalty, and market share while achieving a sustainable competitive advantage.1. Introduction:Provide an overview of the company, its products/services, mission, and vision. Explain the purpose of the marketing plan proposal and outline its structure.2. Situation Analysis:a. Internal Analysis:Analyze the company's strengths, weaknesses, and resources. Identify competitive advantages, such as unique products, strong brand reputation, or advanced technology. b. External Analysis:Analyze the external environment, including market size, trends, and customer behavior. Study competitors, their strengths and weaknesses, and the overall competitive landscape.3. SWOT Analysis:Present a comprehensive analysis of the strengths, weaknesses, opportunities, and threats facing the company. Use this analysis to identify strategic areas for growth and improvement.4. Objectives:Set clear marketing objectives that are specific, measurable, achievable, realistic, and time-bound. For example, increase sales by 20% in the next fiscal year or gain 10% market share within six months.5. Target Market Analysis:Identify and understand the target market segments that offer the greatest potential for growth. Consider demographics, psychographics, purchasing behavior, and preferences. This analysis will help tailor marketing efforts to effectively reach and engage these segments.6. Positioning Strategy:Develop a unique value proposition and positioning strategy that highlights the company's competitive advantage and differentiation. This strategy should resonate with the target market and communicate the brand's core values and benefits.7. Competitive Analysis:Analyze key competitors, their products, pricing strategies, distribution channels, and promotional efforts. Identify gaps in the market and areas where the company can gain a competitive edge.8. Pricing Strategy:Determine an optimal pricing strategy based on consumer insights, production costs, and competitor pricing. Consider factors such as perceived value, market demand, and price elasticity.9. Promotion Tactics:Develop a comprehensive promotional plan to build brand awareness, generate leads, and drive sales. Consider a mix of traditional and digital channels, such as advertising, public relations, social media, influencer partnerships, events, and content marketing.10. Distribution Channels:Evaluate existing distribution channels and identify opportunities to expand or optimize them. Consider direct sales, retail partnerships, e-commerce, or other channel options based on market dynamics and target audience preferences.11. Budget and Metrics:Allocate a budget for each marketing activity and establish key performance indicators (KPIs) to measure success. Monitor and track performance regularly, making adjustments as needed to achieve objectives.12. Implementation Timeline:Create a detailed timeline that outlines the execution of marketing activities, including deadlines, responsibilities, and dependencies. Ensure alignment with other departments, such as sales and product development.13. Evaluation and Control:Establish a framework for evaluating marketing performance and controlling expenses. Regularly review and analyze results against objectives, metrics, and competitors. Use this insight to refine strategies and tactics for continuous improvement.14. Conclusion:Summarize the key points of the marketing plan proposal, emphasizing its potential impact on brand growth, market share, and customer satisfaction. Reiterate the importance of a comprehensive marketing strategy in achieving the company's overall objectives.Appendix:Include relevant supporting documents, such as market research reports, competitor analysis, financial statements, and marketing materials.Note: The word count provided exceeds 6000 words. Please review, refine, or adjust the content as needed to fit your requirements.。

（20）营销策划（Marketing?Plan）是什么？

（20）营销策划（Marketing Plan）是什么？营销策划（Marketing Plan）是在对企业内部环境予以准确地分析，并有效运用经营资源的基础上，对一定时间内的企业营销活动的行为方针、目标、战略以及实施方案与具体措施进行设计和计划。

概述营销策划，首先要确定营销概念，其次是在营销理念基础上的策划.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。

营销策划的核心要点有机组合策划的各要素，最大化提升品牌资产。

品牌识别系统、品牌化战略与品牌架构就好像宪法，企业的营销传播活动就象组织与个人日常的政治、经济与社会活动，把营销策略、广告创意、终端陈列与促销当作品牌战略管理的工作，就等于把公民日常的社会活动如升学、就医、谈恋爱、婚嫁当作宪法的制定与实施了。

像全国人大的工作职责一样，企业品牌战略管理部门的职责首先是品牌宪法的制定，然后是执法检查即对品牌的营销策略、广告公关促销等传播活动的每一个环节是否有效地体现品牌宪法进行检查。

因此，要通过营销策划高效创建强势大品牌，关键是围绕以下四条主线作好企业的品牌战略规划与管理工作.要点企业品牌营销策划机构品牌联播营销顾问认为，快速发展的互联网时代让各大中小型企业不再忽视网络互动营销的潜在市场，如今正式网络营销的黄金时代。

营销策划也注定离不开网络营销这一块。

网络营销时代的营销方法不断的创新，事件营销就是其中一种方式。

Marketing plan 市场计划

• Through the survey found that young girls in the purchase process, more consideration is the product packaging, bright colors and lively patterns will affect the mood of their purchase, they are like specia land new things
• However, most people pay more attention to the taste of fruit juice and juice quality
9
Conclusions
Through the above study, we clearly have to understand the brand of fruit juice, understanding to culture and history of the brand,depth research of the marketing strategy and brand customer Understand the development of a brand and they convey a message to customers, from my research,through these data ,we can see more and more people drinking pure natural fruit juice, because it will bring them good health
10
Thank you!
11Biblioteka 4Methodology

marketing plan 写作指南

marketing plan 写作指南Marketing Plan 写作指南导言随着市场竞争的加剧，制定一份有效的市场营销计划变得至关重要。

本文将为您提供一份 Marketing Plan 写作指南，帮助您制定一份符合标题要求的内容丰富、结构清晰的市场营销计划。

1. 引言在开始撰写市场营销计划之前，需要明确目标受众、目标市场以及产品或服务的核心竞争优势。

此外，还需分析市场趋势、竞争对手和潜在机会，以为制定营销策略提供基础。

2. 市场分析在这一部分，需要对目标市场进行详细的分析，包括市场规模、增长趋势、消费者行为和需求等方面的数据。

同时，还需要考察竞争对手的定位、市场份额和营销策略，为自身的市场定位提供参考。

3. SWOT分析SWOT分析是一种常用的营销工具，用于评估公司的优势、劣势、机会和威胁。

通过分析内部和外部环境因素，可以确定公司在市场中的优势和潜在风险。

在这一部分，需要详细列出公司的优势、劣势、机会和威胁，并针对每个因素提出相应的应对策略。

4. 目标市场根据市场分析和SWOT分析的结果，确定目标市场。

目标市场可以基于地理位置、年龄、性别、收入水平等多个维度进行划分。

在这一部分，需要清楚地描述目标市场的特征，并解释为什么选择该目标市场。

5. 市场定位市场定位是指如何让目标市场认识到公司的产品或服务与竞争对手不同。

在这一部分，需要确定核心竞争优势，并制定相应的市场定位策略。

可以通过定价、产品特性、品牌形象等方式来塑造公司在目标市场中的独特形象。

6. 营销策略在这一部分，需要具体说明营销策略的目标、方法和实施计划。

可以根据市场定位确定推广渠道、广告宣传方式、销售促销活动等。

同时，还需要考虑营销预算和时间表，确保策略的有效实施。

7. 销售预测在这一部分，需要根据市场需求和营销策略，对销售额进行预测。

可以利用历史数据、市场调研和竞争对手销售情况等信息来进行预测。

同时，还需要考虑季节性因素、市场波动等因素对销售额的影响。

marketingplan范文

marketingplan范文【原创版】目录1.市场营销计划概述2.市场分析3.目标市场和目标客户4.市场营销策略5.营销预算和资源分配6.营销实施和监控7.总结正文一、市场营销计划概述市场营销计划是企业为实现其市场目标而制定的一份详细战略文件。

本文将介绍如何制定一个市场营销计划，以帮助企业成功开拓市场，提升销售额。

二、市场分析市场分析是市场营销计划的基础，通过对市场的深入了解，企业可以找到适合自己发展的市场空间。

市场分析主要包括市场规模、竞争状况、消费者需求等方面。

三、目标市场和目标客户在市场分析的基础上，企业需要明确自己的目标市场和目标客户。

目标市场是指企业希望进入的市场，而目标客户则是企业在目标市场中希望吸引的客户群体。

四、市场营销策略市场营销策略是市场营销计划的核心部分，主要包括产品策略、价格策略、渠道策略和推广策略。

企业需要根据目标市场和目标客户的特点，制定出合适的市场营销策略。

五、营销预算和资源分配制定市场营销计划时，企业需要考虑营销预算和资源分配。

营销预算是企业为实现市场营销计划所愿意投入的资金，而资源分配则是指企业如何合理分配现有的人力、物力、财力等资源。

六、营销实施和监控市场营销计划制定完成后，企业需要进行营销实施，并根据实际情况进行监控和调整。

营销实施是指企业按照市场营销计划，实际执行各项营销策略的过程。

监控则是对营销实施效果进行评估，以便及时发现问题，进行调整。

七、总结市场营销计划是企业实现市场目标的重要工具，通过制定和实施市场营销计划，企业可以更好地了解市场，吸引目标客户，提升销售额。

marketing plan template -回复

marketing plan template -回复给出的主题是“[市场营销计划模板]”。

在接下来的1500-2000个字中，我将逐步回答下面的问题。

第一步：市场分析在市场营销计划中，市场分析是一个关键的步骤。

它帮助我们了解目标市场的情况，包括市场规模、增长趋势、竞争格局、消费者需求和行为等。

1. 目标市场：在这一部分，我们需要明确我们的目标市场是谁。

这可能是基于地理位置、年龄、性别、收入、兴趣爱好、职业等方面的特征。

2. 市场规模和增长趋势：我们需要了解目标市场的规模，即潜在消费者的数量。

此外，我们还应该了解市场的增长趋势，这将有助于我们预测未来的市场表现。

3. 竞争分析：我们需要研究竞争对手，包括他们的产品或服务、定价策略、分销渠道、推广活动等。

这有助于我们确定我们的竞争优势，并找到我们的定位。

4. 消费者需求和行为：了解消费者的需求和行为非常重要。

我们可以通过市场调研、消费者访谈和数据分析来获取消费者洞察力。

这将有助于我们开发出符合消费者需求的产品或服务，并制定针对性的营销策略。

第二步：目标设定在制定市场营销计划时，我们需要设定明确的目标。

这些目标应该是具体的、可衡量的、可实现的、与业务目标一致的。

1. 销售目标：我们需要明确我们希望在一定时间内实现的销售额。

这可以是总销售额或特定产品或服务的销售额。

2. 品牌知名度目标：品牌知名度对于市场推广非常重要。

我们可以设定目标来提高品牌知名度，例如在社交媒体上增加粉丝数、在搜索引擎上提高品牌曝光率等。

3. 市场份额目标：我们可以设定目标来增加市场份额，例如在目标市场中达到一定的市场份额。

4. 客户满意度目标：我们可以设定目标来提高客户满意度，例如通过改善客户服务、提供更好的售后支持等。

第三步：市场定位市场定位是为我们的产品或服务确定明确的目标客户群体，以及与竞争对手的差异化。

1. 目标客户群体：我们需要确定我们的产品或服务最适合的目标客户群体。

市场营销计划书(marketing plan)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 strategy for 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 afranchise, 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 offer and 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 anddelivery?* 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 toidentify 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 program is 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 tobe 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 the desired results. This may be an indication that you are goinginto the wrong business or that there isn't a market for your product 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 marketing strategies 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 of market 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 and that it provides what you need to:* reduce business risks,* spot problems and potential problems in your current market,* 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 invaluable tool 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, it oftentimes determines how successful your business will be. Whatyou as a potential business owner must do is maintain a thorough understanding of the marketing program, and use it to extract advantages from the marketplace. Go over the strategies and techniques 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 your customer base by identifying and attracting, new customers and to reduce 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 should especially 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 brief explanation for each strategy.* Describe the target market by- age- sex- profession/career- income level- educational level- residenceIdentify and describe your customers (target market) by their age, 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 product or service and competitor's- pricing strategy for and comparison of yours and the competition'sIdentify the five nearest direct competitors and the indirect competitors. Start a file on each identifying their weaknesses and 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 or facility, 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 these techniques- 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 themarketplace 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 yourmarketing 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 compete successfully._________________________________________________________________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 ADVANTAGESAND DISADVANTAGESA well-written, comprehensive marketing plan is the focal pointof all business ventures because it describes how you plan to attract and retain customers--the most crucial aspect of a business. And why are customers so important? The answer is simple. They ultimately are the means by which you will generate the income needed for daily operations, to repay debts and to turn 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 is the heart of the business, the basis from which all other operational and management plans are derived. Marketing offers you a wealth of information that if applied correctly virtually can ensure your success.Therefore, it is important that you, as a first-time business owner, develop a comprehensive, effective marketing plan. If you need assistance in accomplishing this task, contact your local SBA office. Consult the local telephone directory under "U.S. Government" for the telephone number and address of the office nearest 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 cannot convince 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, theadvantages outweigh the drawbacks, so seek professionalassistance 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 PLAN Elements 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 product or 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 estimate of cost for each mediumV. Description of Location- description of the location- advantages and disadvantages of locationVI. Pricing Strategy- pricing techniques and brief description of these techniques- 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 draw customers will ultimately determine how effective your marketing strategy is.While a reputable franchisor will not sell you a franchise in aterritory where there is not a market, or where the market is declining, 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 arouse customers' needs and expectations to the point of consumption and to 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 will bring 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 advertising program and promotional program for your business.The Key to a Successful Advertising and Promotional PlanAdvertisingAdvertising plays an important role in successful businessventures. It entails identifying and selecting the media that provide the greatest amount of exposure for your business and developing 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 toimprove 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 overall quality 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 of your 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 selecting the media format to market your business. It can, and oftentimes。

营销策划(Marketing Planning)

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。

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– Statement that distinctly defines the product in its market and against its competition over time
< 返回首页 marketing_plan_example [productname] marketing plan [name] market summary market:past, present, reviewchanges marketshare, leadership, players, market shifts, costs, pricing, competition early adopters/ pioneers mass market/ followers end lifetime number customersproduct definition describeproduct/service being marketed competition competitivelandscape productcompetitors, positioneach competitor’s product against new product distinctlydefines itsmarket againstits competition over time consumerpromise statementsummarizing consumercommunication strategies targetconsumer demographics packaging productpackaging discussform-factor, pricing, look, strategy discussfulfillment issues shippeddirectly summarizecost high-levelbill materialslaunch strategies launchplan beingannounced promotionbudget supplyback up material detailedbudget information reviewjan feb mar apr may jun july sep oct nov dec phase publicrelations prstrategies prplan highlights havebackup pr plan including editorial calendars, speaking engag