市场策划导论.ppt

Introduction to Marketing Planning
New Brand
Monk Ad
Second life
Solid Ink
Today’s discussion
Overview of Marketing Planning
Marketing Planning Defined
Contents of a marketing Plan
Developing a Marketing Plan
Research and Analyze the Current Situation
Understand markets and Customers
Plan Segmentation, Targeting, and Positioning
Plan Direction, Objectives and marketing Support
Develop Marketing Strategies and Programs
Prepare to Track Progress and Control the Plan
Preparing for Marketing Planning
Primary Marketing Tools
4 Ps
Supporting the Marketing Mix
Guiding Principles
Expect Change
Emphasize Relationships
Involve Everyone
Seek Alliances
Be Innovative
Overview of Marketing Planning
Net Flix (Start-up)
Nestle in China sesame-chocolate cubes. In Argentina brand building.
Crash test