市场计划-行销的概观.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Market Planning:An Overview of Marketing,2,Re-definition,重新定义,The marketing planning process,制定一个市场计划的步骤方法,Business mission,公司业务使命,Marketing audit,市场审计方法,SWOT analysis,key issues,SWOT,分析,主要问题,Marketing objectives,市场目标,STP,Segmentation,Target,positioning,市场细分,目标消费群,定位,Marketing mix decisions,市场综合决定,Organization and implementation,组织和执行,Control,项目控制,Marketing planning at the business level,在公司整体业务水平上的市场计划,Marketing planning at the product level,从产品角度意义上的市场计划,3,Re-definition,重新定义,Planning at the business level,在公司整体业务水平上的市场计划,Business mission,公司业务使命,Marketing audit,市场审计方法,SWOT analysis,key issues,SWOT,分析，主要问题,Marketing objectives,市场目标,Ansoff Martix,Strategic objectives,策略目标,4,Planning at the product level,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,Marketing mix decisions,市场综合决定,Organization and implementation,组织和执行,Control,项目控制,Target markets,目标市场,Competitive positioning,有竞争力的定位,Competitor targets,5,SWOT analysis SWOT,分析,Opportunities,机遇,Strengths,强势,Threats,挑战,Weaknesses,弱势,Internal,内部,(,controllable),可控制的,4 P ,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,Key issues,主要问题,内,强势,弱势,品牌,brand,定位,STP,4p-,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,21,Entry into new markets,Market development,Product development,Market expansion,Increase sales volume,Market penetration,扩大市场渗透率,Buy competitors,购买竞争对手,Discourage competitive entry,阻止竞争性的侵入,Win competitors customers,赢取竞争对手的消费群体,Strategic options forincreasing sales volume,销售量增长的策略性选择,22,Increase sales volume,Entry into new markets,Market development,Product development,Market expansion,扩大市场容量,Market penetration,Increase usage rate,增长使用消费的频率,Convert non-users,转变从来不使用的消费者,Strategic options forincreasing sales volume,销售量增长的策略性选择,23,Entry into new markets,Market development,Market expansion,Increase sales volume,Product development,产品的开发和发展,Market penetration,Product line extension,产品线的延伸,Innovation,产品革新,Product replacement,产品的替代,Strategic options forincreasing sales volume,销售量增长的策略性选择,24,Entry into new markets,Product development,Market expansion,Increase sales volume,Market development,市场的开发和发展,Market penetration,Promote new uses,促进新的消费者,Enter new segments,进入新的细分市场,Strategic options forincreasing sales volume,销售量增长的策略性选择,25,Market development,Product development,Market expansion,Strategic options forincreasing sales volume,销售量增长的策略性选择,Increase sales volume,Entry into new markets,新市场的进入,Market development,Market penetration,New products,新产品,3,c,1,c,5,c,7,c,2,c,6,c,3,c,4,c,8,The process of market segmentation and target marketing,细分市场的方法和目标市场,c,1,c,5,c,7,c,2,c,6,c,3,c,4,c,8,c,1,c,5,c,7,c,2,c,6,c,3,c,4,c,8,The disaggregated market,分散的市场,The segmented market,细分市场,The target market,目标市场,The characteristics of individual customers are understood,消费者对于每一个分散市场的了解,Customers are grouped into segments on the basis of having similar characteristics,根据相似的基本特征，消费者将零星分散的市场进行规类划分,Segment 3 is judged to be most attractive and a marketing mix strategy is designed for that target market,当细分市场后，3被确定为最有吸引力的市场后，整合的市场沟通计划就开始拟定，作为针对目标市场的策略,1,2,3,1,2,3,Marketing mix targeted at segment 3,4,Segmenting consumer markets,以消费者为导向的市场细分,Consumer segmentation,消费者的细分,Behavioural,消费习惯,Benefits sought,利益点的寻求,Purchase occasion,购买时机,Purchase behaviour,购买习惯,Usage,用法,Perceptions and beliefs,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,Profile,5,Macro and micro segmentation of organizational markets,用,Macro and micro,方法细分有组织的市场,Macrosegment 2(medium-sized companies),中型公司,Macrosegment 2(prime choice criterion:convenience),最根本的要素：便利性,Macrosegment 3(small companies),小型公司,Macrosegment 3(prime choice criterion:price),最根本的要素：价格,Macrosegment 1(large companies),大型公司,Macrosegment 1(prime choice criterion:,reliability),最根本的要素：可靠性,Organizational market,有组织的市场,6,Segmenting organizational markets,细分有组织的市场,Organizational segmentation,有组织性的细分,Microsegmentation,细分,Decision-making process,决策的方法,Buy class,购买的社会等级,Purchasing organization,采购的组织架构,Organizational innovativeness,组织性的革新,Organizational size,组织的大小,Industry,企业,Geographic location,地理位置,Macrosegmentation,细分,Decision-making unit structure,决策权决定组织的架构,Choice,选择,7,Target marketing strategies,目标市场策略,Undifferentiated marketing,未分化的市场,Differentiated marketing,有区分的市场,Focused marketing,有侧重点的聚焦市场,Customized marketing,用户化的市场,8,Target marketing strategies,目标市场策略,Undifferentiated marketing,未分化的市场,Marketing mix,整合市场策略,Whole market,整体市场,9,Target marketing strategies,目标市场策略,Differentiated marketing,有区分的市场,Marketing mix 1,整合市场策略 1,Segment 1,目标市场1,Segment 2,目标市场2,Segment 3,目标市场3,Marketing mix 2,整合市场策略 2,Marketing mix 3,整合市场策略 3,10,Target marketing strategies,目标市场策略,Focused marketing,有侧重点的聚焦市场,Segment 1,Segment 2,针对目标市场2,Segment 3,Marketing mix,整合市场策略,11,Target marketing strategies,目标市场策略,Customized marketing,用户化的市场,Marketing mix 1,整合市场策略 1,Customer 1,消费者1,Customer 2,消费者2,Customer 3,消费者3,Marketing mix 2,整合市场策略 2,Marketing mix 3,整合市场策略 3,12,Keys to successful positioning,成功定位的关键,Clarity,明确,Consistency,一致,Credibility,可信,Competitiveness,竞争,Successful positioning,成功的定位,4,Developing advertising strategy,广告策略的发展,Identify and understand target audience,明确和了解目标消费者,Marketing strategy,市场策略,Define advertising objectives,确定广告目标,Set the advertising budget,设立广告预算,Message decisions,沟通信息的决定,Media decisions,媒体方式的决定,Execute campaign,项目的执行,Evaluate advertising effectiveness,广告有效性的评估,