绝对经典_MBA培训_市场营销管理(86页)(六).pptVIP

* * MARKETING PLAN WORKSHEETS I. Executive Summary （营销计划综述）。。。。。。。。。。。。。 The executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan. II. Environmental Analysis （动态环境SWOT分析）。。。。。。。。 A. The External Environment（外部环境问题了解分析？） Political System and stability ？ Economic growth and stability ？ Social and Cultural trends ？ Technology Changes and production factors ？ Legal, Regulatory factors ? Education and Employment factors ？ Environmental Protection and Geographical factors ? B. The Customer/ Market Environment / 5W1H（顾客/市场/环境问题?） Who are our current and potential customers ? What do our customers do with our products ? Where do our customers purchase our products ? When do our customers purchase our products ? Why (and not) do our customers select our products ? How do potential customers purchase our products ? 经营 环境 分析 层面 知识参考资料 企业营销计划应该由CEO总负责, 其中的销售或促销计划等再由各部门总监负责! 没有分析, 判断 发现问题, 解决问题 的基本洞察及辩证能力 就无法经营管理 市场背景环境分析了解确 顾客导向应变战略思路 洞察市场消费需求并有能力满足顾客 “方法计划流程”网上都有 重要的是有效性及合理性 C. Internal (Organizational) Environment（内部/组织/环境） Review of marketing goals, objectives, and performance ? Review of current and anticipated organizational resources ? Review of current and anticipated cultural and structural issues ? Review of Competitive edges and forces ？……….. III. SWOT Analysis（SWOT分析）。。。。。。。。。。。。 A.?????Strengths ……… B. Weaknesses ……… C.??? Opportunities ……….. 　 D. Threats ………. ? E. The SWOT Matr