市场营销计划书(marketing_plan)模板.docx

PAGE PAGE 4 MARKETING YOUR BUSINESS FOR SUCCESS WORKSHOP INTRODUCTION MARKETING YOUR BUSINESS FOR SUCCESS WORKBOOK Training Module - 3 Workshop Objectives By the end of this workshop, you should be able to: * Determine the purpose of the marketing plan - Identify strategies for conducting market research - Identify advantages of market research * Determine what the marketing plan contains - Target market - Competition - Product/service - Marketing budget - Location - Pricing strategy - Promotional strategy * List - advantages of developing a marketing plan - disadvantages of developing a marketing plan * Prepare a marketing plan outline * Develop an effective marketing strategy - Advertising strategy - Promotional strategy MARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACE Marketing plays a vital role in successful business ventures. How well the plan you develop markets your business, along with the management and financial management plans, will ultimately determine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers -- their likes, dislikes and expectations, and 2) to know your competitors -- their strengths and weaknesses. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line. The purpose of the marketing plan is to define your market, i.e., identify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply be