国际市场营销International Marketing(双语教学).pptVIP

国际市场营销International Marketing(双语教学).ppt

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国际市场营销International Marketing(双语教学)

国际市场营销 International Marketing (双语教学) 第四部分 营销计划与行动 Marketing Plan Actions 所有企业都需要营销计划 Like all companies need marketing strategy, All Companies Need Marketing Plan. Without a plan, individuals within the company may lack any sense of priorities, and may have no understanding of what needs to be achieved or how it should be achieved. 制订营销计划的三要素 Three main elements The marketing plan will form the action plan, identifying the activities that will be used to carry out the marketing strategy with three main elements: (1) The marketing activities that will be undertaken (2) The timing of actions (3) The reasons behind each action 制订营销计划 Drawing up a Marketing Plan A detailed marketing plan should take into account other factors as well, such as: Historical Data 历史数据; Current Trends 目前的发展趋势 Future Expectations 对未来的期望; Financing 资金 考虑六个因素 The six elements of marketing planning 1. Looking at what has happened before; 2. Predicting what is going to happen; 3. Identifying opportunities; 4. Developing winning plans; 5. Allocating resources to their best effect; 6. Putting the plans into action. 营销计划必须切实可行 A Useful Marketing Plan A marketing plan is more likely to be useful if: the underlying data is recently gathered; and is accurate managers interpret the data successfully; the plan is realistic given the companys resources it is updated to meet changing conditions. 建立SMART 目标体系 A marketing plan should use targets that meet the SMART criteria. Specific 明确 means that the targets clearly identify what the aim is and what would be classed as success. Measurability 量化 implies that the targets are quantifiable. The targets need to be agreed upon between superiors and subordinates and set to an appropriate level. They should be realistic 切实可行and achievable. 什么是SMART目标? True or False The strategic aim of becoming the market leader in a particular field is not a SMART target. Increasing market share fro

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