市场计划行销的概观

1、market planning: an overview of marketing2 re-definition 重新定义business mission 公司业务使命marketing audit 市场审计方法swot analysis , key issuesswot 分析, 主要问题marketing objectives 市场目标stp , segmentation, target, positioning 市场细分, 目标消费群, 定位marketing mix decisions市场综合决定organization and implementation组织和执行control项目控

2、制marketing planning at the business level在公司整体业务水平上的市场计划marketing planning at the product level从产品角度意义上的市场计划3re-definition重新定义business mission 公司业务使命marketing audit 市场审计方法swot analysis, key issuesswot分析，主要问题marketing objectives 市场目标ansoff martixstrategic objectives策略目标4stp, segmentation, target, pos

3、itioning市场细分, 目标消费群, 定位marketing mix decisions市场综合决定organization and implementation组织和执行control项目控制target markets目标市场competitive positioning有竞争力的定位competitor targets5opportunities机遇strengths强势threats挑战weaknesses弱势internal 内部(controllable) 可控制的4 p , brand external 外部(uncontrollable) 非可控制的market , con

4、sumer , competitors ,channel市场，消费者，竞争对手，通路渠道source 来源来源key issues 主要问题主要问题 内强势弱势品牌brand定位stp4p-产品4p-价格4p-通路4p-促销外机遇挑战市场竞争对手消费者渠道通路19marketpenetration orexpansion扩大市场渗透率productdevelopment发展新产品diversification多样化marketdevelopment发展新市场existing现有市场new新市场existing 现有产品new 新产品productsmarkets20increase sales

5、 volume 增长销售量增长销售量entry into new markets 新市场的进入market development 市场的开发和发展product development 产品的开发和发展market expansion 扩大市场容量market penetration 扩大市场渗透率21entry into new marketsmarket developmentproduct developmentmarket expansionincrease sales volumemarket penetration扩大市场渗透率buy competitors 购买竞争对手disc

6、ourage competitive entry 阻止竞争性的侵入win competitors customers 赢取竞争对手的消费群体22increase sales volumeentry into new marketsmarket developmentproduct developmentmarket expansion扩大市场容量market penetrationincrease usage rate增长使用消费的频率convert non-users转变从来不使用的消费者23entry into new marketsmarket developmentmarket exp

7、ansionincrease sales volumeproduct development产品的开发和发展market penetrationproduct line extension 产品线的延伸innovation 产品革新product replacement产品的替代24entry into new marketsproduct developmentmarket expansionincrease sales volumemarket development市场的开发和发展market penetrationpromote new uses 促进新的消费者enter new se

8、gments 进入新的细分市场25market developmentproduct developmentmarket expansionincrease sales volumeentry into new markets新市场的进入market developmentmarket penetrationnew products 新产品3c1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c8the disaggregated market分散的市场the segmented market细分市场the target market目标市场the ch

9、aracteristics of individual customers are understood消费者对于每一个分散市场的了解customers are grouped into segments on the basis of having similar characteristics根据相似的基本特征， 消费者将零星分散的市场进行规类划分segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market当细分市场后，3被确定为最有吸引力的

10、市场后， 整合的市场沟通计划就开始拟定， 作为针对目标市场的策略123123marketing mix targeted at segment 34consumer segmentation消费者的细分behavioural 消费习惯benefits sought 利益点的寻求purchase occasion购买时机purchase behaviour 购买习惯usage 用法perceptions and beliefs感觉和信任lifestyle 生活方式personality 个性demographic人口情况socio-economic社会经济geographic地理位置psycho

11、graphic 心理和精神profile5macrosegment 2(medium-sized companies)中型公司macrosegment 2(prime choice criterion: convenience)最根本的要素：便利性macrosegment 3(small companies)小型公司macrosegment 3(prime choice criterion: price)最根本的要素：价格macrosegment 1(large companies)大型公司macrosegment 1(prime choice criterion: reliability)

12、最根本的要素：可靠性organizational market 有组织的市场6organizational segmentation有组织性的细分microsegmentation 细分decision-making process 决策的方法buy class 购买的社会等级purchasing organization采购的组织架构organizational innovativeness组织性的革新organizational size 组织的大小industry 企业geographic location 地理位置macrosegmentation 细分decision-making

13、unit structure决策权决定组织的架构 choice 选择7lundifferentiated marketing 未分化的市场ldifferentiated marketing 有区分的市场lfocused marketing 有侧重点的聚焦市场lcustomized marketing 用户化的市场8marketing mix 整合市场策略whole market整体市场9marketing mix 1整合市场策略 1segment 1 目标市场1 segment 2 目标市场2segment 3 目标市场3marketing mix 2整合市场策略 2marketing mix 3整合市场策略 310segment 1segment 2 针对目标市场2segment 3marketing mix整合市场策略11marketing mix 1整合市场策略 1customer 1 消费者1customer 2 消费者2customer 3 消费者3marketing mix 2整合市场策略 2marketing mix 3整合市场策略 312clarity明确consistency一致credibility可信competitiveness竞争successful positioning 成功的定位4identify and understand target aud