市场计划行销概观.pptx

Market Planning: An Overview of MarketingThe marketing planning process制定一个市场计划的步骤方法Business mission 公司业务使命Marketing audit 市场审计方法SWOT analysis , key issuesSWOT 分析, 主要问题Marketing objectives 市场目标STP , Segmentation, Target, positioning 市场细分, 目标消费群, 定位Marketing mix decisions市场综合决定Organization and implementation组织和执行Control项目控制Re-definition 重新定义Marketing planning at the business level在公司整体业务水平上的市场计划Marketing planning at the product level从产品角度意义上的市场计划D Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill2Planning at the business level在公司整体业务水平上的市场计划Business mission 公司业务使命Marketing audit 市场审计方法SWOT analysis, key issuesSWOT分析，主要问题Marketing objectives 市场目标Re-definition重新定义Ansoff MartixStrategic objectives策略目标D Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill3Planning at the product level从产品角度意义上的市场计划STP, segmentation, target, positioning市场细分, 目标消费群, 定位Target markets目标市场Competitive positioning有竞争力的定位Competitor targetsMarketing mix decisions市场综合决定Organization and implementation组织和执行Control项目控制D Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill4Source 来源Internal 内部(controllable) 可控制的4 P , Brand Strengths强势Weaknesses弱势External 外部(uncontrollable) 非可控制的Market , Consumer , Competitors ,Channel市场，消费者，竞争对手，通路渠道Threats挑战Opportunities机遇SWOT analysis SWOT 分析Key issues 主要问题 D Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill5内强势弱势品牌brand定位STP4p-产品4p-价格4p-通路4p-促销外机遇挑战市场竞争对手消费者渠道通路Product growth strategies:the Ansoff Matrix促进产品增长的策略Marketpenetration orexpansion扩大市场渗透率Productdevelopment发展新产品Existing现有市场MarketsMarketdevelopment发展新市场New新市场Diversification多样化Existing 现有产品New 新产品ProductsD Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill19Increase sales volume增长销售量Market expansion扩大市场容量Product development产品的开发和发展Market development市场的开发和发展Entry into new markets新市场的进入Strategic options forincreasing sales volume销售量增长的策略性选择Market penetration扩大市场渗透率D Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill20Win competit