ch19Next Year’s Marketing Plan(营销管理,菲利普·科特勒教材)概要1.ppt

“If you don’t have a competitive advantage, don’t compete.”- Jack Welch?“At Preferred Hotels Resorts, we believe that the product preferences of affluent customers are as diverse as the consumers themselves.”- Peter Cass Chapter Objectives Know why it is important to have a marketing plan and be able to explain the purpose of a marketing plan Prepare a marketing plan following the process described in this chapter Purpose of a Marketing Plan Provides a road map for all marketing activities of the firm for the next year Ensures that marketing activities are in agreement with the corporate strategic plan Forces marketing managers to review and think through objectively all steps in the marketing process Purpose of a Marketing Plan Assist in the budgeting process to match resources with marketing objectives Creates a process to monitor actual against expected results Marketing Plan Sections Executive Summary Corporate Connection Positioning Statement Environmental Analysis and Forecasting Segmentation and Targeting Next Year’s Objectives Marketing Plan Sections Resources Needed to Support Strategies and Meet Objectives Marketing Control Presenting and Selling the Plan Preparing for the Future Section I: Executive Summary Write it for top executives Limit the pages to between two and four Use short sentences and paragraphs. Avoid using words that are unlikely to be understood Section I: Executive Summary Organize the summary as follows: describe next year’s objectives in quantitative terms; briefly describe marketing strategies to meet goals and objectives, including a description of target markets; describe expected results by quarter; identify the dollar costs necessary, as well as key resources needed Section I: Executive Summary Read and reread the executive summary several times. Modify and change the summary until it flows well, is easily read, and conveys the central message of the marketing plan Section II: Corporate Connection Relationshi