（市场策划导论.pptVIP

Introduction to Marketing Planning New Brand Monk Ad Second life Solid Ink Today’s discussion Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation Understand markets and Customers Plan Segmentation, Targeting, and Positioning Plan Direction, Objectives and marketing Support Develop Marketing Strategies and Programs Prepare to Track Progress and Control the Plan Preparing for Marketing Planning Primary Marketing Tools 4 Ps Supporting the Marketing Mix Guiding Principles Expect Change Emphasize Relationships Involve Everyone Seek Alliances Be Innovative Overview of Marketing Planning Net Flix (Start-up) Nestle in China sesame-chocolate cubes. In Argentina brand building. Crash test Research and Analyze the Current Situation Starbucks (Joe magazine) Sony (New Competition from new rivals) Michaels Stores (Scrapbooking near term sales increasing 40% a year) Understand markets and Customers Segmentation Targeting Positioning Objectives and marketing Support What makes a good objective? Sustainable Marketing The establishment, maintenance and enhancement of customer relationships so that objectives of the parties involved are met without compromising future generations Fed Ex cutting air pollution 30,000 low-emission diesel-electric vans over the next decade. Marketing Strategies and Programs Marketing Control On going process continuous process L upscale furniture store on-line Few upscale manufacturers wanted to sell on-line Thought customers would browse in store and buy on-line (opposite happened) Failed to account for returned merchandize (just threw it away) Marketers need to develop Knowledge of markets and customers Core Competencies Relationships Primary Marketing tools Supporting the Marketing Mix Service is the key Calvin Ball When the ball goes up the rules change Be Innovative