商业市场计划PPT模板.ppt

Marketing Plan Authors: Prof. Keegan, Prof. Malcolm Objectives Marketing planning Tactical and Strategic Marketing Plans Marketing planning process Marketing audits Corporate Planning Assumptions Marketing Objectives Marketing Strategy Marketing Program Mission statements Marketing Planning An outline of a design to accomplish a specific objective: To create value for customers at a profit, or in the new concept of marketing, To create a mutually beneficial relationship Marketing Planning Marketing Planning Process Definition: The application of marketing resources to achieve marketing objectives. Marketing Planning Process Performing a situation analysis Formulating basic assumptions Setting objectives for what is being sold and to whom Deciding how the objectives are to be achieved Scheduling and costing out the actions necessary for implementation Developa Market Plan Management provides little guidance as to how the process should be managed. To Compromise between what is desirable and what is practicable Management must be customized to their particular organization Size Complexity Character and diversity of company operations Essential of Marketing Planning We need marketing planning when hostiles increased and environment is complex. Our Challenge We should manage: Application of Marketing Plan To help identify sources of competitive advantage To force an organized approach To develop specificity To ensure consistent relationships To inform everyone in the organization about priorities To obtain resources needed to implement plans To engage organizational support at all levels, form the bottom to the top of the organization To set objectives and strategies To gain commitment towards goals The Elements of Strategy Stepping back form the day to day Ideas and thought Activity/Action Setting Objectives and goals Important decisions and choices Significant commitment of resources Not easily reversible Involves choice/tradeoffs Differentiation Insight Visi