市場(chǎng)營(yíng)銷策略市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)研討-wenkub
2023-03-23 19:02:03 本頁(yè)面
【正文】 oadmap for the marketing activities of the firm for a specified future period of time (such as one year) 7 The strategic marketing process 8 Difference between Marketing Business Plans ? Business Plan A roadmap for the entire anization for a specified future period of time, such as 1 year or 5 years. ? No onesizefitsall structure for either a marketing or business plan. ? The contents of each depends on: ? Who the audience is ? What its purpose is ? Key difference: business plan contains details on the RD/operations/manufacturing activities of the anization. The marketing plan is probably 60 to 70 percent of the entire business plan. ? For small panies, especially retail businesses, the marketing business plans are virtually the same 9 Your Marketing Plan ? Three Year Plan ? Concentrate on the First Year ? Use Appendix A as a guide. You should know your business better than your investors. You decide on what to present (contents), how much to present (scope depth), how to present (format) etc. 10 ? Elements of the Plan (Use as a Guide only) ? Executive summary (YES !) ? Description of pany (Keep it brief) ? Strategic plan/focus (YES !) ? Situation Analysis (maybe some portions) ? MarketProduct focus (YES !) 11 ? Marketing program strategy and tactics ? Strategy the general direction (., to use a series of ads to stimulate trial for a new product). ? Tactics the actions (what is the theme of the ad campaign, are they TV ads or print ads? If TV ads, which TV channels will these ads be aired? If print ads, which magazines? which newspapers? etc.) ? Financial Projections ? Not necessary (primarily because of constraints in estimating costs) but will make the plan plete ? But we do expect some estimation of demand for your product/service 12 ? Organization Structure (up to you) ? Implementation Plan (a simple one will do) ? May categorize by 4Ps ? ., for Product, what variations of the product will be introduced into the marketplace and when ? for Promotion, a timeline of events. For example, if you are remending a bination of promotional tools (., ads, public relations, sales promotions), you can summarize the schedule for the first year. 13 外部環(huán)境與內(nèi)部條件分析 市場(chǎng)環(huán)境 競(jìng)爭(zhēng)環(huán)境 企業(yè)條件 渠道環(huán)境 宏觀環(huán)境 14 制定營(yíng)銷目標(biāo) （ 1） 效益目標(biāo) (Effectiveness) A 銷售指標(biāo) 總銷售額 不同細(xì)分市場(chǎng)的銷售額 產(chǎn)品或產(chǎn)品線銷售額 不同采購(gòu)規(guī)模的銷售額 地區(qū)銷售額 不同中間商的銷售額 單個(gè)銷售人員銷售額 市場(chǎng)份額 不同顧客類型的銷售額 銷售額變動(dòng)的百分比 15 （ 1） 效益目標(biāo) （ Effectiveness) B 用戶滿意度指標(biāo) ?采購(gòu)的數(shù)量 ?對(duì)品牌忠誠(chéng)程度 ?重復(fù)購(gòu)買比率 ?可見(jiàn)的產(chǎn)品質(zhì)量 ?品牌形象 ?抱怨的數(shù)量 16 （ 2） 效率目標(biāo) （ Efficiency) C 成本指標(biāo) 總成本
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