概论week2marketingplanning

1、week 2marketing planning and forecasting（ f:-k:stvt.预言）the marketing strategy planning process营销战略规划过程product placeprice promotionccustomersneeds and othersegmenting dimensions客户客户需要和其他需要和其他分段尺寸分段尺寸companyobjectives andresourcescompetitorscurrent andprospective竞争对手竞争对手当前和当前和预期预期swotsegmentationposit

2、ioning anddifferentiation定位和定位和分化分化external marketing environment外部营销环境quantitative and qualitative screening criteria定量和定性的筛选标准typical changes in marketing mix variables over the product life cycle在营销组合变量的典型产品的生命周期的变化competition: becomes more intense, moves toward pure competitionproduct: typically

3、 moves toward variety, and then less variety in decline stageplace: typically moves toward more intensive distribution then more selective in decline stagepromotion: emphasis changes from primary demand to selective demand and from persuasion to remindingprice: moves toward more price cutting and de

4、aling 竞争：变得更加激烈，移向纯粹的竞争 产品名称：通常走向品种，然后在衰退阶段的各种 地点：通常走向更密集的分布在衰退阶段，然后更多的选择性 推广：从主要需求选择性需求，从劝导，提醒强调变化 价格：走向更多的价格切割和处理market potential and sales forecast市场潜力和销售预测 market potentialwhat a whole market segment might buy sales forecastan estimate of how much an industry or company hopes to sell to a market

5、 segment 市场潜力巨大，整个细分市场可能会购买什么 销售预测，估计多少一个行业或公司希望出售给一个细分市场approaches to forecasting以预测的方法extending past behaviour trend extension assumes future patterns will be like past patternsfactor method based on finding a variable (a factor) that is related to the variable being forecast multiple factors may

6、be helpfulleading series factors that move in advance of what is being forecast 扩展过去的行为趋势延伸假设未来的模式会像过去的模式 因素法基础上，找到相关变量被预测变量（因素）多种因素可能会有所帮助 龙头系列这一举动提前被预测的是什么因素predicting future behaviour calls for judgement and opinions为的判断和意见预测未来的行为呼吁 jury of executive opinion forecasting by combining the opinions

7、of experienced executives, perhaps from marketing, production, finance, purchasing and top management sales force estimates combining the sales estimates from each sales person surveys, panels and test markets陪审团长官认为预测相结合的经验的管理人员的意见，从市场营销，生产，财务，采购和高级管理人员也许销售队伍估计相结合的销售，估计从每个销售人员调查，小组讨论和测试市场the market

8、ing planname of product marketcustomer analysiscompetitor analysisanalysis of other aspects of external environmentcompany analysismarketing information requirementsproduct strategyplace strategyprice strategypromotion strategyimplementation problems to be overcomecontrolforecasts and estimatestimin

9、g$sales产品市场名称产品市场名称客户分析客户分析竞争对手分析竞争对手分析外部环境等方面的分析外部环境等方面的分析公司分析公司分析市场营销信息的要求市场营销信息的要求产品战略产品战略放置策略放置策略价格策略价格策略促销策略促销策略执行方面的问题要克服执行方面的问题要克服控制控制预测和估计预测和估计时序时序managing the marketingbudget营销预算管理budget based on per cent of past or expected sales most common approach main advantage is ease can lead to majo

10、r problems, including cutbacks when more money is neededtask method pays for what needs to be accomplished usually the sensible approach requires that activities can be evaluated against the objectives-基于过去或预期销售额的百分之预算最常用的方法主要优点是缓解可能导致的重大问题，包括需要更多的钱是时的削减-工作方法支付需要完成什么通常是明智的做法需要的活动，可以对目标进行评估exporting出

11、口selling some of what the company is producing to foreign markets a market development type opportunity some changes in product may be requiredusually a low risk way to get into international marketingred tape is real, but usually worth the hasslesinternational agents and merchant wholesalers can as

12、sistrelationship may take time to build向国外市场出售一些什么样的公司是生产市场开发型机会可能需要在产品的一些变化通常一个低风险的方式来获得进入国际市场营销“繁文缛节”是真实的，但通常是值得的麻烦国际代理商和商人批发商可以协助关系，可能需要时间来建立entering international marketslicensing selling the right to use some process, trademark or patent for a fee or royaltycontract manufacturing handing over p

13、roduction to others while retaining control of the marketing functionmanagement contracting seller only provides management skills, while others own the production and distribution facilitiesjoint venturing a domestic company entering into a long-term partnership with an overseas companywholly owned

14、 subsidiary a separate business operation owned by a parent company发牌发牌出售的一些过程中，商标或专利使用权费或版税出售的一些过程中，商标或专利使用权费或版税合同制造合同制造生产移交给他人，同时保留的营销功能的控制生产移交给他人，同时保留的营销功能的控制管理承包管理承包卖家只提供管理技能，而其他人自己的生产和配送设施卖家只提供管理技能，而其他人自己的生产和配送设施联合冒险联合冒险国内公司进入一个长期合作伙伴关系，与海外公司国内公司进入一个长期合作伙伴关系，与海外公司全资附属公司全资附属公司由母公司拥有一个独立的业务运作由母公司

15、拥有一个独立的业务运作multinational corporations跨国公司have direct investments in several countriesoperate the business depending on the choices available anywhere in the world selecting vendors locations for production target markets to go aftertakes a world view, not just the view of the home countrymore compan

16、ies are looking at world-wide competition有几个国家的直接投资经营业务的选择，取决于在世界任何地方选择供应商生产地点后去的目标市场注意到一种世界观，不只是在本国越来越多的公司正在寻求在全球范围内的竞争suggested approach to global marketingidentify all important areas of similarity and difference between markets market research clarify degree of globalisation appropriatedelegate some decision-making to local management obtain balance between centralised and decentralised decision-makingclarify which elements of the marketing mix are essential in achieving the global plan decide on nec