营销审计（英文）教学幻灯片.ppt

Marketing objectives Fill the gap between “where we are now and where we want to be” “How will we get there?” S pecific M easureable A chievable R elevant T ime bound Marketing objectives ENLARGE THE MARKET INCREASE MARKET SHARE IMPROVE PROFITABILITY Market development Develop present User markets Discover new User markets Product development Improve existing Products to increase use Develop new products Product improvement Improve quality Improve service Improve Customer service Availability Credit Sales volumes Increase sales and Marketing effort Eliminate Unprofitable Lines/activities Increased efficiencies Growth objectives MARKET PENETRATION DIVERSIFICATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT Current New PRODUCT MARKET Current New Ansoff’s Growth Matrix Sample marketing objectives UNIT SALES: sell 1000 units in each targeted segment during every month in 2007 MARKET SHARE: Capture 3% of the UK freshly squeezed orange juice market by June 2007 PRODUCT DEVELOPMENT: Develop and introduce two new products targeting xyz segments by June 2007 ORDER FULFILMENT: Cut the order cycle time to I day by June 2007 Marketing strategy Marketing strategies are the means by which the objective will be achieved Generally concerned with marketing mix elements Product: delete, add, modify, designs,packaging Price: policy for products/segments Place: distribution channels, customer service Promotion: advertising, sales force, sales promotion, PR, exhibitions, direct mail The first year implementation plan Specify actions to put strategy into operation Describe actions in respect of each marketing mix element individually Product strategy Describe in detail your new product/service idea Who is the target customer and how will it meet their needs? What customer benefit are you selling? Eg product features/packaging, taste, convenience, quality “Mean Bean Chilli: vegetarian with nine distinctive bran varieties, and fire roasted green chillies with