市场计划行销概观

MarketPlanning:AnOverviewofMarketing2DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillRe-definition重新定义Themarketingplanningprocess

制定一个市场计划的步骤方法Businessmission公司业务使命Marketingaudit市场审计方法SWOTanalysis,keyissuesSWOT分析,主要问题Marketingobjectives市场目标STP,Segmentation,Target,positioning市场细分,目标消费群,定位Marketingmixdecisions市场综合决定Organizationandimplementation组织和执行Control项目控制Marketingplanningatthebusinesslevel在公司整体业务水平上的市场计划Marketingplanningattheproductlevel从产品角度意义上的市场计划3DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillRe-definition重新定义

Planningatthebusinesslevel

在公司整体业务水平上的市场计划

Businessmission公司业务使命Marketingaudit

市场审计方法SWOTanalysis,keyissuesSWOT分析，主要问题Marketingobjectives市场目标AnsoffMartixStrategicobjectives策略目标4DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-Hill

Planningattheproductlevel

从产品角度意义上的市场计划

STP,segmentation,target,positioning市场细分,目标消费群,定位Marketingmixdecisions市场综合决定Organizationandimplementation组织和执行Control项目控制Targetmarkets目标市场Competitivepositioning有竞争力的定位Competitortargets5DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillSWOTanalysis

SWOT分析Opportunities机遇Strengths强势Threats挑战Weaknesses弱势Internal内部(controllable)可控制的4P,Brand

External外部

(uncontrollable)非可控制的Market,Consumer,Competitors,Channel市场，消费者，竞争对手，通路渠道Source来源Keyissues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19DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillProductgrowthstrategies:

theAnsoffMatrix

促进产品增长的策略Market

penetrationor

expansion扩大市场渗透率Product

development发展新产品Diversification多样化Market

development发展新市场Existing现有市场New新市场Existing现有产品New新产品ProductsMarkets20DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillIncreasesalesvolume增长销售量Entryintonewmarkets新市场的进入Marketdevelopment市场的开发和发展Productdevelopment产品的开发和发展Marketexpansion扩大市场容量Marketpenetration扩大市场渗透率Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择21DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillEntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansionIncreasesalesvolumeMarketpenetration扩大市场渗透率Buycompetitors购买竞争对手Discouragecompetitiveentry

阻止竞争性的侵入Wincompetitors’customers

赢取竞争对手的消费群体Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择22DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillIncreasesalesvolumeEntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansion扩大市场容量MarketpenetrationIncreaseusagerate增长使用消费的频率Convertnon-users转变从来不使用的消费者Strategicoptionsfor

increasingsalesvolume

销售量增长的策略性选择23DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillEntryintonewmarketsMarketdevelopmentMarketexpansionIncreasesalesvolumeProductdevelopment产品的的开发发和发发展MarketpenetrationProductlineextension产品线线的延延伸Innovation产品革革新Productreplacement产品的替代Strategicoptionsforincreasingsalesvolume销售量量增长长的策策略性性选择择24DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillEntryintonewmarketsProductdevelopmentMarketexpansionIncreasesalesvolumeMarketdevelopment市场的的开发发和发发展MarketpenetrationPromotenewuses促进新新的消消费者者Enternewsegments进入新的细分市场Strategicoptionsforincreasingsalesvolume销售量量增长长的策策略性性选择择25DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillMarketdevelopmentProductdevelopmentMarketexpansionStrategicoptionsforincreasingsalesvolume销售量量增长长的策策略性性选择择IncreasesalesvolumeEntryintonewmarkets新市场的进进入MarketdevelopmentMarketpenetrationNewproducts新产品3DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-Hillc1c5c7c2c6c3c4c8Theprocessofmarketsegmentationandtargetmarketing细分市场的的方法和目目标市场c1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c8Thedisaggregatedmarket分散的市场场Thesegmentedmarket细分市场Thetargetmarket目标市场Thecharacteristicsofindividualcustomersareunderstood消费者对于于每一个分分散市场的的了解Customersaregroupedintosegmentsonthebasisofhavingsimilarcharacteristics根据相似的的基本特征征，消费费者将零星星分散的市市场进行规规类划分Segment3isjudgedtobemostattractiveandamarketingmixstrategyisdesignedforthattargetmarket当细分市场场后，3被被确定为最最有吸引力力的市场后后，整合合的市场沟沟通计划就就开始拟定定，作为为针对目标标市场的策策略123123Marketingmixtargetedatsegment34DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillSegmentingconsumermarkets以消费者为为导向的市市场细分Consumersegmentation消费者的细分Behavioural

消费习惯Benefitssought利益点的寻求Purchaseoccasion购买时机Purchasebehaviour购买习惯Usage用法Perceptionsandbeliefs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Psychographic

心理和精神Profile5DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillMacroandmicrosegmentationoforganizationalmarkets用Macroandmicro方法细分有有组织的市市场Macrosegment2

(medium-sizedcompanies)中型公司Macrosegment2

(primechoicecriterion:convenience)最根本的要素：便利性Macrosegment3

(smallcompanies)小型公司Macrosegment3

(primechoicecriterion:price)最根本的要素：价格Macrosegment1

(largecompanies)大型公司Macrosegment1

(primechoicecriterion:reliability)最根本的要素：可靠性Organizationalmarket有组织的市场6DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillSegmentingorganizationalmarkets细分有组织织的市场Organizationalsegmentation有组织性的细分Microsegmentation细分Decision-makingprocess决策的方法Buyclass购买的社会等级Purchasingorganization采购的组织架构Organizationalinnovativeness组织性的革新Organizationalsize组织的大小Industry企业Geographiclocation地理位置Macrosegmentation细分Decision-makingunitstructure决策权决定组织的架构Choice选择7DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillTargetmarketingstrategies目标市场策策略Undifferentiatedmarketing未分化的市市场Differentiatedmarketing有区分的市市场Focusedmarketing有侧重点的的聚焦市场场Customizedmarketing用户化的市市场8DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillTargetmarketingstrategies目标市场策策略Undifferentiatedmarketing未分化的市市场Marketingmix整合市场策略Wholemarket整体市场9DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillTargetmarketingstrategies目标市场策策略Differentiatedmarketing有区分的市市场Marketingmix1整合市场策策略1Segment1目标市场1Segment2目标市场2Segment3目标市场3Marketingmix2整合市场策策略2Marketingmix3整合市场策策略310DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillTargetmarketingstrategies目标市场策策略Focusedmarketing有侧重点的的聚焦市场场Segment1Segment2针对目标市场2Segment3Marketingmix整合市场策略11DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillTargetmarketingstrategies目标市场策策略Customizedmarketing用户化的市市场Marketingmix1整合市场策策略1Customer1消费者1Customer2消费者2Customer3消费者3Marketingmix2整合市场策策略2Marketingmix3整合市场策策略312DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillKeystosuccessfulpositioning成功定位的的关键Clarity明确Consistency一致Credibility可信Competitiveness竞争Successfulpositioning成功的定位4DJobber,PrinciplesandPracticeofMarketing,©©1998McGraw-HillDevelopingadvertisingstrategy广告策略的的发展Identifyandunderstandtargetaudience明确和了解解目标消费费者Marketingstrategy市场策略Defineadvertisingobjectives确定广告目目标Settheadvertisingbudget设立广告预预算Messagedecisions沟通信息的决定Mediadecisions媒体方式的决定Executecampaign项目的执行行Evaluateadvertisingeffectiveness广告有效性性的评估谢谢12月月-2209:01:5709:0109:0112月月-2212月月-2209:0109:0109:01:5712月-2212月-2209:01:582022/12/319:01:589、静夜夜四无无邻，，荒居居旧业业贫。。。12月月-2212月月-22Saturday,December31,202210、雨中中黄叶叶树，，灯下下白头头人。。。09:01:5809:01:5809:0112/31/20229:01:58AM11、以我独独沈久，，愧君相相见频。。。12月-2209:01:5809:01Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。09:01:5809:01:5809:01Saturday,December31,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2209:01:5809:01:58December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20229:01:58上上午午09:01:5812月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月229:01上上午12月-2209:01December31,202216、行动动出成成果，，工作作出财财富。。。2022/12/319:01:5809:01:5831December202217、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。9:01:58上上午9:01上上午09:01:5812月-229、没有失失败，只只有暂时时停止成成功！。。12月-2212月-22Saturday,December31,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。09:01:5809:01:5809:0112/31/20229:01:58AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2209:01:5809:01Dec-2231-Dec-2212、世间间成事事，不不求其其绝对对圆满满，留留一份份不足足，可可得无无限完完美。。。09:01:5809:01:5809:01Saturday,December31,202213、不知香香积寺，，数里入入云峰。。。12月-2212月-2209:01:5809:01:58December31,202214、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。31十十二二月20229:01:58上上午09:01:5812月月-2215、楚塞三湘湘接，荆门门九派通。。。。十二月229:01上上午12月-2209:01December31,202216、少年十五五二十时，，步行夺得得胡马骑。。。2022/12/319:01:5809:01:5831December202217、空山新雨后后，天气晚来来秋。。9:01:58上午9:01上上午09:01:5812月-229、杨杨柳柳