商务计划Section 4课件.ppt

Part IV New Venture Marketing;Learning Objectives;创新与营销——德鲁克;New Venture Marketing ;Marketing vs. Selling;Marketing:New Product vs. New Venture;Marketing:New Product vs. New Venture;Marketing Myopia;Trend of marketing;Transaction vs. relationship marketing;Relationship marketing process;Guerrilla Marketing;Objectives of a guerrilla marketing plan;Market research;Issues;How to conduct market research;Market Research for the New Venture;Market Research for the New Venture (Cont.);Market Research for the New Venture (Cont.);Data from Secondary Sources;Data from Primary Sources;Pinpointing the target market;Segmentation-Targeting-Positioning (STP);Diffusion Curve;Choosing basis of Segmentation;A Case;Building a competitive edge;Focus on the customer;Devotion to quality;Guidelines to “Get it right the first time”;Attention to convenience ;Dedication to service and customer satisfaction;Emphasis on speed;Marketing plan for the new venture;Characteristics of a marketing plan;Steps in preparing a marketing plan;Environmental Analysis;Competitor Analysis;Marketing mix;Pricing strategies for new products;Sales Forecasting;Input for Output;Successes by Sales;Internet Marketing;Contingency Planning;R D Plan;Some interesting web addresses for business plans;To Sum up:;For Next Class;For Next Class