市場計劃行銷的概觀中英文(更新版)
【正文】 isions 溝通信息的決定 Media decisions 媒體方式的決定 Execute campaign 項(xiàng)目的執(zhí)行 Evaluate advertising effectiveness 廣告有效性的評估 。 1998 McGrawHill Target marketing strategies 目標(biāo)市場策略 ? Undifferentiated marketing 未分化的市場 ? Differentiated marketing 有區(qū)分的市場 ? Focused marketing 有側(cè)重點(diǎn)的聚焦市場 ? Customized marketing 用戶化的市場 8 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Increase sales volume Entry into new markets Market development Product development Market expansion 擴(kuò)大市場容量 Market peration Increase usage rate 增長使用消費(fèi)的頻率 Convert nonusers 轉(zhuǎn)變從來不使用的消費(fèi)者 Strategic options for increasing sales volume 銷售量增長的策略性選擇 23 D Jobber, Principles and Practice of Marketing, 169。Market Planning: An Overview of Marketing 2 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Entry into new markets Market development Product development Market expansion Increase sales volume Market peration 擴(kuò)大市場滲透率 Buy petitors 購買競爭對手 Discourage petitive entry 阻止競爭性的侵入 Win petitors’ customers 贏取競爭對手的消費(fèi)群體 Strategic options for increasing sales volume 銷售量增長的策略性選擇 22 D Jobber, Principles and Practice of Marketing, 169。 1998 McGrawHill Segmenting organizational markets 細(xì)分有組織的市場 Organizational segmentation 有組織性的細(xì)分 Microsegmentation 細(xì)分 Decisionmaking process 決策的方法 Buy class 購買的社會等級 Purchasing organization 采購的組織架構(gòu) Organizational innovativeness 組織性的革新 Organizational size 組織的大小 Industry 企業(yè) Geographic location 地理位置 Macrosegmentation 細(xì)分 Decisionmaking unit structure 決策權(quán)決定組織的架構(gòu) Choice 選擇 7 D Jobber, Principles and Practice of Marketing, 16
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