当前位置：文档之家 › Marketing Planning

Marketing Planning

  • 格式：doc
  • 大小：125.46 KB
  • 文档页数：22

重庆理工大学市场营销系

《Markting Planning》

加多宝2012

重庆理工大学市场营销系

1 catalogue

Preface............................................................................................................................................... 2

一、 Executive summary ................................................................................................................. 4

二、Present condition analysis ......................................................................................................... 5

（一）、Macroscopic analysis .................................................................................................. 5

（二）、Microscopic analysis ................................................................................................... 6

1、Market potential .......................................................................................................... 6

2、Competitors ................................................................................................................. 7

3、Enterprise's own characteristic .................................................................................... 7

（三）、Results analysis (SWOT analysis) .............................................................................. 9

1、Advantage ................................................................................................................... 9

2、Disadvantages ............................................................................................................. 9

3、Opportunity ............................................................................................................... 10

4、Threaten .................................................................................................................... 11

三、Market segmentation ............................................................................................................... 11

（一）、Target market strat ..................................................................................................... 11

（二）、Key problems ............................................................................................................ 12

四、Goal setting and action plan .................................................................................................... 12

（一）、Planning purpose ....................................................................................................... 12

(二)、Planning target .............................................................................................................. 13

1、Target market ............................................................................................................ 13

2、Market positioning .................................................................................................... 13

3、To solve the problem ................................................................................................. 14

4、Solutions.................................................................................................................... 14

五、Product portfolio ..................................................................................................................... 15

(一)、Product description ....................................................................................................... 15

（二）、Product name ............................................................................................................. 15

（三）、Characteristics ........................................................................................................... 15

（四）、Function .................................................................................................................... 15

（五）、Packaging .................................................................................................................. 15

六、Price strategy ........................................................................................................................... 16

（一）、Pricing strategy ......................................................................................................... 16

（二）、Market present situation ............................................................................................ 16

（三）、Pricing factors ........................................................................................................... 16

（四）、Final pricing .............................................................................................................. 17

七、Channel strategy ...................................................................................................................... 17

合集下载

marketing市场营销(中英)

marketing市场营销(中英)

marketing

研究市场营销职能，经验的做法是从商品销售入手。美国市场营销协会定义委员会1960年曾发表过这样一个定义：“市场营销是引导商品或劳务从生产者流向消费者或其使用者的一种企业活动。”这个定义虽不承认市场营销就是销售，但是认为市场营销包含着销售，也包含着对商品销售过程的改进与完善。许多学者认为这个定义过于狭窄，不能充分展示市场营销的功能。然而，不论其是否恰当，这个定义清楚地揭示了市场营销与商品销售的关系。

商品销售对于企业和社会来说，具有两种基本功能，一是将企业生产的商品推向消费领域；一是从消费者那里获得货币，以便对商品生产中的劳动消耗予以补偿。企业是为了提高人们的生活水平而采用先进生产组织方式进行社会化生产的产物。在资源短缺的现实经济中，它通过在一定程度上实现资源集中和生产专业化，能够利用规模经济规律来提高生产效率，创造和传播新的生活标准。商品销售是生产效率提高的最终完成环节，即通过这个环节把企业生产的产品转移到消费者手上，满足其生活需要。在另一方面，社会选择市场和商品交换方式，在企业转让产品给消费者的同时，通过让企业获得货币，是因为社会需要保持企业生产经营的连续，以便更多地获得提高生产效率的好处。通过商品销售，让商品变为货币，社会可以为企业补充和追加投入生产要素，而企业因此也获得了生存和发展的条件。

商品销售十分重要。企业需要尽最大努力来加强这一职能。其具体的活动包括：寻找和识别潜在顾客，接触与传递商品交换意向信息，谈判，签订合同，交货和收款，提供销售服务。然而，进行商品销售是有条件的。要顺利进行商品交换的有关条件包括：（1）至少有两个主体，他们分别拥有在自己看来是价值相对较低、但在对方看来具有更高价值的有价物（商品、服务的货币），并且愿意用自己所拥有之物来换取对方所拥有的有价物；（2）他们彼此了解对方所拥有的商品的质量和生产成本；（3）他们相互之间可以有效地进行意见沟通。例如洽谈买卖条件，达成合同；（4）交易发生后他们都能如意地消费和享受所得之物。但是常常发现，这些条件不是处处成立的，因此企业经常会面临销售困难的局面。为了有效地组织商品销售，将企业生产的商品更多地销售出去，营销部门就不能仅仅只做销售工作，还必须进行市场调查研究、组织整体营销、开发市场需求等活动，而且要等到后面这些工作取得一定效果以后，才进行商品销售。

营销策划方案英文简称

营销策划方案英文简称

营销策划方案英文简称

1. Executive Summary

The purpose of this marketing planning proposal is to outline a comprehensive strategy to

effectively promote a product/service and achieve the desired marketing objectives. The

proposed plan covers the target market analysis, marketing mix, budget allocation, and

implementation timeline.

2. Introduction

This section provides a brief overview of the product/service, its features and benefits, and

the target market. The product/service being marketed is XYZ, which is a healthcare

product aiming at improving overall well-being. The target market consists of health-conscious individuals aged 25-45, living in urban areas, with a disposable income.

3. Target Market Analysis

In order to develop an effective marketing plan, it is crucial to understand the target

market's needs, preferences, and behavior. Market research will be conducted to gather

marketingPlans_Notes

marketingPlans_Notes

Marketing Plans - Notes

This is an internal planning document and will contain sensitive information – don’t worry, it remains private.

Remember that your marketing plan should be connected to and consistent with your

overall strategy. Define and describe your products AND your target customers. The

purpose of a marketing plan is to describe how you will influence the buying decision.

Without a clear and comprehensive definition of your market segmentation strategy and

your resulting target customers, it is not possible to evaluate whether your marketing plan

would be effective.

Remember those 4 P’s??

PRODUCT:

How and why are you positioning your products in each country. If you sell in 6, talk

about 6. This should be a thoughtful discussion about what features your product has and

WHY those features would be attractive to your targeted customers. The Why part is

营销策划方案的英语作文

营销策划方案的英语作文

营销策划方案的英语作文

1. Executive Summary

The purpose of this marketing planning proposal is to outline a comprehensive strategy to

promote and sell a new product in the market. The product, named "Innovate-X", is a

revolutionary device that combines cutting-edge technology with user-friendly design to

enhance everyday tasks for tech-savvy individuals. This proposal will provide an overview

of the market analysis, target audience, marketing objectives, strategies, and tactics to

effectively promote and sell Innovate-X.

2. Situation Analysis

2.1 Market Overview

The technology market has grown exponentially in recent years, with consumers

increasingly seeking innovative and efficient devices to simplify their lives. According to

market research, the global tech market is projected to reach $3 trillion by 2025. This