marketing-plan-final-1201071514114303-4.pptVIP免费

MarketingPlanMarketingPlanAuthors:Authors:Prof.Keegan,Prof.MalcolmProf.Keegan,Prof.MalcolmPresenters:M.AzadiPresenters:M.AzadiM.TabatabaeiM.TabatabaeiChapter8ObjectivesObjectivesMarketingplanningMarketingplanningTacticalandStrategicMarketingPlansTacticalandStrategicMarketingPlansMarketingplanningprocessMarketingplanningprocessMarketingauditsMarketingauditsCorporatePlanningCorporatePlanningAssumptionsAssumptionsMarketingObjectivesMarketingObjectivesMarketingStrategyMarketingStrategyMarketingProgramMarketingProgramMissionstatementsMissionstatementsMarketingPlanningMarketingPlanningAnoutlineofadesigntoAnoutlineofadesigntoaccomplishaspecificobjective:accomplishaspecificobjective:–TocreatevalueforcustomersataTocreatevalueforcustomersataprofit,orinthenewconceptofprofit,orinthenewconceptofmarketing,marketing,–TocreateamutuallybeneficialTocreateamutuallybeneficialrelationshiprelationshipMarketingPlanningMarketingPlanningMarketNeedsWantsStrengthsoforganizationWeaknessoforganizationExistingcompetitorsExpectedcompetitorsDesignforcreatingvalueMarketingPlanningMarketingPlanningProcessProcessDefinition:Definition:TheapplicationofmarketingTheapplicationofmarketingresourcestoachievemarketingresourcestoachievemarketingobjectives.objectives.MarketingPlanningMarketingPlanningProcessProcess1.1.PerformingasituationanalysisPerformingasituationanalysis2.2.FormulatingbasicassumptionsFormulatingbasicassumptions3.3.SettingobjectivesforwhatisbeingSettingobjectivesforwhatisbeingsoldandtowhomsoldandtowhom4.4.DecidinghowtheobjectivesaretobeDecidinghowtheobjectivesaretobeachievedachieved5.5.SchedulingandcostingouttheactionsSchedulingandcostingouttheactionsnecessaryforimplementationnecessaryforimplementationDevelopDevelopaMarketPlanaMarketPlanManagementprovideslittleguidanceasManagementprovideslittleguidanceastohowtheprocessshouldbemanaged.tohowtheprocessshouldbemanaged.–ToCompromisebetweenwhatisdesirableandToCompromisebetweenwhatisdesirableandwhatispracticablewhati...