08市场营销战略、市场细分与目标市场.ppt

08市场营销战略、市场细分与目标市场.ppt第七讲市场营销策略、市场细分与目标市场
1
week 8
chapter
8
Identifying Market
Segments & Targets
2
案例分析
3
4
一、市场营销决策
业务
单位
任务
外部
环境
分析
内部
条件
分析
制定营
销目标
市场细分
选择目标市场
定位
5
业务战略计划
业务描述
SWOT分析
目标设定
战略选择
计划制定
计划执行
反馈控制
6
The Strategic Marketing Process
A process whereby the firm allocates its marketing mix resources to reach its target markets
3 phases: Planning, Implementation, Control
Is formalized in a Marketing Plan - a roadmap for the marketing activities of the firm for a specified future period of time (such as one year)
7
The strategic marketing process
8
Difference between Marketing & Business Plans
Business Plan - A roadmap for the anization for a specified future period of time, such as 1 year or 5 years.
No one-size-fits-all structure for either a marketing or business plan.
The contents of each depends on:
Who the audience is
What its purpose is
Key difference: business plan contains details on the R&D/operations/manufacturing activities of anization. The marketing plan is probably 60 to 70 percent of the entire business plan.
For panies, especially retail businesses, the marketing & business plans are virtually the same
9
Your Marketing Plan
Three Year Plan
Concentrate on the First Year
Use Appendix A as a guide. You should know your business better than your investors. You decide on what to present (contents), how much to present (scope & depth), how to present (format) etc.
10