国际营销概论

刘露

目录

  • 1 Chapter 1 ：The Meaning of Marketing
    • 1.1 The Meaning of Marketing
    • 1.2 Marketing Concept
  • 2 Chapter 2 ：The Market in Marketing
    • 2.1 Marketing Environment
    • 2.2 Business Markets
  • 3 Chapter 3 ：Planning and Marketing in an Organization
    • 3.1 Planning Process
    • 3.2 Strategic Planning
    • 3.3 Marketing Planning
  • 4 Chapter4: A Broader Perspective on Marketing
    • 4.1 Marketing Culture
  • 5 Chapter 5 : Value for Customers
    • 5.1 Customer Value
    • 5.2 Customer Satisfaction
    • 5.3 Relationship Marketing
    • 5.4 5.4 Customer Relationship Management
    • 5.5 Customer loyalty
  • 6 Chapter 6 : A Perspective on Consumer Behavior
    • 6.1 Consumer Behavior
    • 6.2 Consumer Decision-Making Process
    • 6.3 Consumer Problem Solving
  • 7 Chapter 7 : Consumer Insight
    • 7.1 Consumer Insight
    • 7.2 Marketing Research
    • 7.3 Marketing Information System
  • 8 Chapter 8 : The Brand
    • 8.1 Brand Equity
    • 8.2 Building Strong Brands
    • 8.3 Managing Brands
  • 9 Chapter 9 : Segmenting, Targeting, and Positioning.
    • 9.1 Segmentation
    • 9.2 Targeting
    • 9.3 Positioning
  • 10 Chapter 10 : The Marketing Plan
    • 10.1 Business Plan
    • 10.2 Marketing Plan
  • 11 Chapter 13 : Supply Chain and Distribution Strategies
    • 11.1 Marketing Channels
    • 11.2 Channel Strategies
    • 11.3 Logistics
    • 11.4 Physical Distribution
    • 11.5 Retailing and Wholesaling
  • 12 Chapter 14 Consumer-Influence Strategies
    • 12.1 Consumer-Influence Strategies
    • 12.2 Marketing Communication Process
    • 12.3 Advertising
    • 12.4 Public Relations
    • 12.5 Sales Promotion
    • 12.6 Sponsorship
Marketing Plan



10.2 Marketing Plan


 

What is a marketing plan? What are the qualities of good marketing plans?




DEFINED A marketing plan is a document that includes an assessment of the marketing situation, marketing objectives, marketing strategy, and marketing initiatives.


A marketing plan can be an independent document, or it can be contained within a business plan. The marketing plan outlines those actions that are intended to communicate value, generate interest, and persuade target customers to purchase specific products or services. Many of the inputs to the plan come from consumer insight, market intelligence, marketing research and strategic thinking. There can be one or more marketing plans depending on the product or service portfolio. A marketing program is a consolidated plan of all individual marketing plans. A marketing program is intended to ration and optimize in resources across brands, products,or services in a portfolio. The marketing plan consists of six basic sections:


·Executive Summary


·Company Description,Purpose,and Goals


·Marketing Situation


·Forecasting


·Marketing Strategy


·Measurement and Controls


Creating and updating the marketing plan is the responsibility of the marketing department. Just as with business plans, this breadth of activities and levels of management represented in the marketing plan process are essential. Implementation of the marketing plan requires support of the entire business.



Executive Summary


The executive summary provides a brief overview of the primary goals, recommendations, and planned actions included in the marketing plan. The executive summary is intended to communicate essential information to senior leadership and business stakeholders.


Eg: p109


Company Description, Purpose, and Goals


The company description identifies the history of the business. Its portfolio, and value proposition. The core competencies of the business, those characteristics that create a competitive advantage, are identified in this section, as is the purpose for the business to exist and its goals, both financial and non financial.