marketing planning

L/O/G/OUnit3MarketingPlanningAfterstudyingthischapter,youwillbeableto:StudyObjectivesKnowledgeobjectives:Toknowaboutthewholeprocessofmarketplanning.Competenceobjectives:TobeabletodoSWOTanalysisBusinessSpeakingandListening1BusinessReading2BusinessTranslation3Text10MarketingResearchContentsBusinessTranslationBusinessWriting4CareerActivity5Task1:BusinessSpeakingandListeningTalkaboutthepicturesmarketingplanning;awebsitespecializingplanning;lectureofhowtomakeaplanning;bet;•:Task1:BusinessSpeakingandListeningTalkaboutthepicturesmarketingplanning;awebsitespecializingplanning;lectureofhowtomakeaplanning;bet;•:1.Knowexactlywhatitisthatyouwantto__________.2.Seta________________.3.Identifythe___________thatarenecessary.4.Getonwiththetaskstoa___________.Task1:BusinessSpeakingandListeningListentotherecordandcompletethesesentencesachievedeadlinetaskstimetableTask1:BusinessSpeakingandListeningListentotherecordandcompletethefollowingchartMarketingPlanforournew1.:theSolar-PoweredWatchMarketresearchresultsProblem:declineofmarketshare2.Reason::3.:Youngfashionfollowers.Sales-profitanalysis4.:＄1.8million.5.Targetsales:＄18million.6.Target:6%.7.:Advertiseonpopmusic,sportsandfashionprogrammeson8.,9.,and10..productTherehavebeenanumberofnewcompetitorPotentialmarketTargetprofitmarketshareMarketingstrategyradioandTVthenetfashionmagazine.NewWordsmarketingplanning市场营销策划schemen.方案precedingadj.先在的guidelinen.指引preconditionn.前提steadilyadv.稳步地instrumentn.工具,办法coordinaten.协调,配合elaborateadj.缜密的budgetn.预算Part1Part2Part3Part4Task2BusinessReadingNewWordsexecutivesummary执行摘要tableofcontents目录marketsegmentation市场细分turnover营业额demographicadj.人口的productline产品线marketingmix市场营销策略组合integratedadj.整体的incorporatev.合并financialprojections财务预测Task2BusinessReadingPart1Part2Part3Part41.Whatdocustomerswantorneed?2.Whatmustbedonetosatisfythesewantsorneeds?Task2BusinessReadingPre-readingQuestions1StrategicMarketingPlanning•5stepprocess:1)Situationanalysis2)Developmarketingobjectives3)Determinepositioninganddifferentialadvantages4)Selecttargetmarketsandmarketdemand5)DesignthemarketingmixPlanningStages1)Planning2)Implementation3)Performance-EvaluationstageMarketingplan1.执行概要2.公司概述3.形势分析4.营销目标5.营销策略6.财务预测7.实施计划8.评估与控制ExecutivesummaryCompanyoverviewSituationanalysisMarketingobjectivesFinancialprojectionsImplementationplanEvaluationandcontrolMarketingstrategyPassage11.商业环境2.营销策略3.执行概要4.公司概述5.竞争优势6.形势分析7.营销目标8.市场份额9.销售量BusinessenvironmentMarketingstrategyExecutivesummaryCompanyoverviewCompetitiveadvantagesSituationanalysisMarketingobjectivesMarketshareSalesvolume1.目标市场2.营销组合3.财务预测4.营销投资5.执行计划6.促销活动7.评估控制8.相关法规TargetmarketMarketingmixFinancialprojectionsMarketinginvestmentImplementationplanPromotionalactivitiesEvaluationandcontrolRelevantlegislationPLANNINGAnalyzesituationMarketingobjectivesSelectstrategiesandtacticsFinancialprojectionIMPLEMENTATIONOrganizeStaffDirectEVALUATIONCompareperformancewithgoalsFeedback,somanagementcanadaptfutureplansandtheirimplementationtothechangingenvironmentThePlanningManagementProcessPLANNINGAnalyzesituationSetgoalsSelectstrategiesandtacticsIMPLEMENTATIONOrganizeStaffDirectEVALUATIONCompareperformancewithgoalsFeedback,somanagementcanadaptfutureplansandtheirimplementationtothechangingenvironmentThePlanningManagementProcessTask1•Marketingobjectivesdefinewhatyouwanttoachievethroughyourmarketingactivities.Differentbusinessesestablishdifferentmarketingobjectivesdependingontheirneeds,theopportunitiestheyidentify,andthecompetitiontheyfaceinthemarket.Forexample,astart-upbusinessmaysetobjectivessuchas:•Toachievea60percentproductawarenessamongthetargetaudiencewithinthefirstyearofoperation.•Toestablisha25percentmarketsharewithinthefirstsixmonths.•ToachieveasalestargetofS150,000beforetheendofthefinancialyear.Whatmakesagoodmarketingobjective?ItisoftensaidthataneffectivemarketingobjectivemeetstheSMARTcriteria:•Specific:detailsexactlywhatneedstobedone.•Measurable:achievementorprogresscanbemeasured.•Achievable:objectiveisacceptedbythoseresponsibleforachievingit.•Realistic:objectivesshouldbeachievablewiththeresourcesavailable.•TimeSpecific:timeperiodforachievementisclearlyStated.Task2M:WearemeetingtodaytomakeaSWOTanalysisforourcompany,basedonourperformanceoverthelastyear.Let'sstartrightfromthetop.Whatdoyouthinkaboutourstrengths?W:Ithinkourmaincompetitiveadvantageisthestrengthofourmarketingteamandadvertising.Wehaveestablishedastrongpresencinthemarket,bothinsalesandinbrandidentity.M:Iagree.Butthatleadsdireclytoourweakness,Ithink,becausewehavefocusedheavilyonmarketing,wehavenotmademuchheadwayinproductdevelopment.Tokeepourreputationwithconsumers,weneedtoputmoreeffortintoproductquality.W:Well.Let'stalkaboutopportunities,shallwe?Ithinkthatbyfocusingonimprovingourweaknessandcomingupwithawiderrangeofhighqualityproducts,wecanexpandtheconsumerbase.Becauseofourstatusinthemarket,ifweboostedourproductdevelopment,wecoulddominatethemarket.M:Sowhataboutourthreat?Arethereanystrongcompetitorsoutthere?SWOTAspartofasituationanalysis,manyorganizationsperformsaSWOTassessment.Inth