08 市场营销战略、市场细分与目标市场.pptxVIP

第七讲 市场营销策略、市场细分与目标市场;;;;一、市场营销决策; ; The Strategic Marketing Process;The strategic marketing process;Difference between Marketing Business Plans;Your Marketing Plan;;Marketing program strategy and tactics Strategy - the general direction (e.g., to use a series of ads to stimulate trial for a new product). Tactics - the actions (what is the theme of the ad campaign, are they TV ads or print ads? If TV ads, which TV channels will these ads be aired? If print ads, which magazines? which newspapers? etc.) Financial Projections Not necessary (primarily because of constr