市场营销及策划.pptVIP

市场营销与策划 : Strategic Marketing Planning c.j. Ng Building Your Own Case创建你自己的案例 What products do you sell/ market? 你主要推广什么产品？ Who do you serve? 你主要服务那些群体？ Who are your main competitors? 你主要的竞争对手有哪些？ Marketing vs. Selling: What is the Difference? 市场营销与销售的区别及共同点 Marketing is everything that you do to reach and persuade prospects市场营销是你该如何让你向客户提供你的信息并设法说服他们 Marketing is also sales multiplied同样，市场营销亦是让销售倍增的过程 Selling is everything that you do to close the sale and get a signed agreement or contract销售是交易过程的终结，合同的签订。 Sales are generally interpersonal interaction一般，销售是人与人之间的互动过程。 Both are necessities to the success of a business. You cannot do without either process.两者都是企业成功的必备要素，缺一不可。 Marketing 营销 The Core of any Business is 任何企业的核心就是 The Customer 顾客 Simple Yet Accurate Marketing Research Methods 简易精准的市场调研 Objective of the Research市场调研目标 Description of the Market市场描述 Target Markets目标市场 Products and Services that appeal to the target market目标市场所需的产品及服务 Problems that current target market needs to solve现目标市场存在的问题 Simple Yet Accurate Marketing Research Methods 简易精准的市场调研 Market Metrics市场基准 Size estimates (current and future) for:市场规模评估（当前及未来） Overall market 总市场 Individual market segments 个体市场份额 Usage rates 使用率 Growth estimates (current and future)增长评估（当前及未来） Simple Yet Accurate Marketing Research Methods 简易精准的市场调研 Competitive Analysis竞争分析 Current Competitors - full analysis of top competitors including:现有竞争者-主要竞争对手的全面分析 Products Services (e.g., description, uniqueness, pricing, etc.)产品及服务（如产品描述、特色、定价） Market share 市场份额 Current customers现有顾客 Positioning and promotion strategies市场定位及促销策略 Partnerships/Alliances/Distributors合作者/同盟/分销商 Recent news近况 SWOT Analysis SWOT分析 Potential Competitors潜在竞争者 Simple Yet Accurate Marketing Research Methods 简易精准的市场调研 Secondary Data二级数据 Internet网络 Newspapers/ Magazines报纸/杂志 Trends Analysis趋势分析 Primary Data一级数据 Customer vs. non-Customer Surveys顾客及非顾客调查 Online vs. Offline在线及非在线调查 Questionnaires vs. Face-to-Face Interviews问卷调查及当面采访 What data w