strategicplanning英文版-資料下載頁(yè)
2025-03-29 00:15本頁(yè)面
【正文】 the target market(s) to be served is a process that matches what the pany has to offer to those groups who are most likely to respond favourably. ? The marketing mix follows from this selection. Selecting a Target Market(s) Setting Marketing Objectives ?Sales objectives ?Productoriented objectives ?Market objectives Marketing Mix Programs ?Product strategies ?Pricing strategies ?Communication strategies ?Distribution strategies 16 Marketing: Real People, Real Decisions Preparing a Marketing Plan ? Marketing plan: a document that describes the marketing environment, outlines the marketing objectives ad strategy, and identifies who will be responsible for carrying out each part of the marketing strategy. ? Situation analysis: the first part of a marketing plan, which provides a thorough description of the firm’s current situation including its internal and external environments。 also called a business review. ? May also include the SWOT analysis discussed previously. 17 Marketing: Real People, Real Decisions Implementation and Control ? Implementation: the stage of the strategic management process in which strategies are put into action on a daytoday basis. ? Marketing budget: a statements of the total amount to be spent on marketing and the allocation of money for each activity under the marketer’s control. ? Trend analysis: an analysis of past industry or pany sales data to determine patterns of change that may continue into the future. ? Marketing audit: a prehensive review of a firm’s marketing function. See Table for a detailed listing of elements in a marketing audit. 18 Marketing: Real People, Real Decisions Famous Last Words… ? Strategic planning is important for helping anizations to cope with rapidly changing factors within their environment. ? Effective marketing strategies rarely happen by accident, they are the result of planning. ? I am planning on being spontaneous now. 19 謝 謝 :15:3700:1500::15 00:1500:15::15:37 2023年 4月 17日星期一 12時(shí) 15分 37秒 演講完畢，謝謝觀看！
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1