【正文】 ay to organize a marketing plan. Our outline was designed to serve as a starting point and to be flexible enough to acmodate the unique characteristics of your situation.These worksheets match the marketing plan outline in Exhibit of your text. They also match the exhibits in Chapter 3 on environmental analysis. If you need additional help in putting together your marketing plan, refer to Appendix B where you will find a sample marketing plan. The headings in the sample plan also match the headings in these worksheets.As you plete the worksheets, it might be useful to refer back to Chapters 3 through 10. In pleting the environmental analysis section, be sure to be as prehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you plete the SWOT analysis, you should be honest about your organization39。 key strengths and weaknesses? What are our petitors39。s demographics and values changing? What effect will these changes have on our: product(s): pricing: distribution: promotion: people: What problems or opportunities are being created by changes in the cultural diversity of our customers and employees? What is the general attitude of society about our industry, pany, and product(s)? Could we take actions to improve this attitude? What consumer or environmental groups could intervene in the operations of our industry or pany? What ethical issues should we address? B. The Customer Environment Who are our current and potential customers? Demographic characteristics: sex, age, ine, occupation, education, ethnic background, family life cycle, etc. Current customers: Potential customers: Geographic characteristics: location, density, etc. Current customers: Potential customers: Psychographic characteristics: attitudes, opinion, interests, motives, lifestyles Current customers: Potential customers: Do the purchasers of our products differ from the users of our products? Who are the major influencers of the purchase decision? Who is financially responsible for making the purchase? What do our customers do with our products? In what quantities and in what binations are our products purchased? How do heavy users of our products differ from light users? How do customers use plementary products with our products? What do our customers do with our products after consumption? Do they recycle our products or our packaging? Where do our customers purchase our products? From what types of intermediaries are our products purchased? Retail stores: Wholesale outlets: Catalog outlets: Electronic outlets: How does electronic merce have an effect on the purchase of our products? Will this effect change in the future? Are our customers increasing their purchasing from nonstore outlets such as catalogs, home shopping networks, or the Internet? When do our customers purchase our products? Are the purchase and consumption of our products seasonal? To what extent do promotional events affect the purchase and consumption of our products? Do the purchase and consumption of our products vary based on changes in physical/social surroundings, time perceptions, or the purchase task? Why (and how) do our customers select our products? What are the basic benefits provided by our products and our petitors39。 products? How well do our products and our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? Strength 2: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 strengths? Does this strength make us different from (better than) our petitors in the minds of our customers? Strength 4: How does this strength assist us in meeting customer needs? How does this strength pare to our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 2: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 weaknesses? Does this weakness make us different from (worse than) our petitors in the minds of our customers? Weakness 4: How does this weakness hinder us in meeting customer needs? How does this weakness pare to our petitors39。 (c b) What is the required sales volume in units needed to meet the future gross margin target? (a + e) 184。s values in a manner that enhances the implementation of the marketing plan? Describe the social and behavioral norms that exist within the organization, and in workgroups, that are either beneficial or detrimental to implementation: Employee cultural control Is the organizational culture appropriate for the marketing plan? If not, what type of culture would be more appropriate? Though cultural change is a slow process, what steps can be taken to change our organization39。年紀不大，三十歲出頭，兩次榮獲全國十大著名策劃人稱號，策劃的項目有上百個，包括為圣象地板，飄柔，舒膚佳，春蘭空調，美的空調進行的策劃。誰是圣象？國內強化木地板第一品牌，創(chuàng)始人彭鴻斌。希望的品牌形象：力量、美感，并有一點神秘。葉的思路：大象無形，大音希聲；不強調產品的特性而強化品牌的主張與內涵；大品牌意識與氣勢。葉都干了些什么？第一，營銷診斷與市場調研。項目組將辦公室搬到圣象的會議室。訪問企業(yè)中高層管理人員，了解他們對于市場的看法，對圣象的評價，和下一步工作的打算。結果：沉沉的兩箱資料，厚厚的一摞筆記和三十盒錄音帶。圣象的容貌越來越清晰，地板市場的脈絡越來越明朗第二，品牌策劃。實木地板、實木復合地板、強化木地板三分天下將來的品牌地板市場第一品牌現(xiàn)在的圣象強化木地板第一品牌地板市場尚無第一品牌高品質、高品位、富于價值感自然、和諧、寬廣、富于表現(xiàn)力自由、獨立、尊重、執(zhí)著、人文天地人象，萬物合一大象無形品牌口號：讓生命與生命更近些形象：非洲原野中的大象品質一流價格昂貴圖、為圣象重新定位第三，具體作業(yè)。（2）美的經營/哲學的經營：為每塊地板寫一首優(yōu)美的、富于哲理的詩。（3）圣象品牌家族：圣象2000：地板市場第一品牌；圣象愛家：銷量最大的中檔地板品牌；波瑞：銷量最大的強化木地板品牌；新品牌：進入新的市場領域。形象篇：非洲原野中的大象/自然、和諧、寬廣、富于表現(xiàn)力/自由、獨立、尊重、執(zhí)著、人文；功能篇：小狗篇（特防潮）；鋼球篇（耐沖擊）；踢蹋舞篇（高耐磨）。你們比圣象更了解圣象的產品