MAMarketing Planning h 市场计划 KO by PowerPoint by University of Xxxxx
4-1
Business Unit Strategic Planning 业务战略计划 a Feedback and Control 反馈和控制 4-2
4-2 Business Unit Strategic Planning 业务战略计划
The Marketing Process营销过程 The Value Delivery sequence价值让渡过程 (a) Traditional physical process sequence Make the product Sell the product roduct Procure 〔e Sel /promote/Distribute/ Service (b) value creation and delivery sequence Choose the value Provide the ValueCommunicate the Value Customer Market Product Service Sourcing Distributing selectin Sales force sitioning Advertising promotion ment/ ment Making/Servicing Tactical marketing Figure 4-9: Two views of the value-Delivery process 图49价值让渡过程的两种观点 4-3
4-3 Figure 4-9: Two Views of the Value-Delivery Process 图4.9 价值让渡过程的两种观点 The Marketing Process营销过程
The Marketing Process营销过程 Steps in the Planning Process 计划过程中的程序 The marketing process营销程序 Analyzing Market Opportunities分析市场机 Developing Marketing Strategies开发营销战略 Planning Marketing Programs计划营销方案 Managing the Marketing Effort管理营销努力 Annual-plan control年度计划控制 Profitability control盈利能力控制 Strategic control战略控制 4-4
4-4 The Marketing Process营销过程
Product Planning: The Nature and Contents of a Marketing Plan 产品计划:营销计划的性质和内容 Contents of the Marketing Plan 营销计划的内容 Executive Summary执行概要 Current Marketing Situation当前营销状况 Opportunity and issue analysis机会和问题分析 Objectives目标 Marketing strateg. y营销战略 Action programs行动方案 Financial projections财务目标 Implementation controls执行控制 4-5
4-5 Product Planning: The Nature and Contents of a Marketing Plan 产品计划：营销计划的性质和内容
Product Planning: The Nature and Contents of a Marketing Plan 产品计划:营销计划的性质和内容 Sample Marketing Plan:营销计划案例 Current marketing situation当前的营销状况 Opportunity and Issue Analysis机会和问题分析 Objectives目标 Action Programs行动方案 Financial Projections财务目标 4-6
4-6 Product Planning: The Nature and Contents of a Marketing Plan 产品计划：营销计划的性质和内容
Product Planning: The Nature and Contents of a Marketing Plan 产品计划:营销计划的性质和内容 Implementation Controls执行控制 Marketing Strategy营销战略 Positioning定位 Product management产品管理 n Pricing 价格 Distribution分销 Marketing Communications营销传播 Marketing research营销调查 4-7
4-7 Product Planning: The Nature and Contents of a Marketing Plan 产品计划：营销计划的性质和内容