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1、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,Segmentatio
2、n,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-
3、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-HillPlanningattheprodu
4、ctlevel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-HillSW
5、OTanalysis SWOT分析Opportunities机遇Strengths强势Threats挑战Weaknesses弱势Internal内部(controllable)可控制的4P,BrandExternal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19DJ
6、obber,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ProductsMarkets20DJob
7、ber,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,Pri
8、nciplesandPracticeofMarketing,©1998McGraw-HillEntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansionIncreasesalesvolumeMarketpenetration扩大市场渗透率B
