市场营销计划书marketingplan模板.docx

1、市场营销计划书marketingplan模板 MARKETING YOUR BUSINESS FOR SUCCESSWORKSHOP INTRODUCTION MARKETING YOUR BUSINESS FOR SUCCESS WORKBOOK Training Module - 3Workshop ObjectivesBy the end of this workshop, you should be able to: * Determine the purpose of the marketing plan - Identify strategies for conducting ma

2、rket research - Identify advantages of market research * Determine what the marketing plan contains - Target market - Competition - Product/service - Marketing budget - Location - Pricing strategy - Promotional strategy * List - advantages of developing a marketing plan - disadvantages of developing

3、 a marketing plan * Prepare a marketing plan outline * Develop an effective marketing strategy - Advertising strategy - Promotional strategyMARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACEMarketing plays a vital role in successful business ventures. Howwell th

4、e plan you develop markets your business, along with themanagement and financial management plans, will ultimatelydetermine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers - their likes, dislikes and expectations, and 2) to know yourco

5、mpetitors - their strengths and weaknesses. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.The purpose of the marketin

6、g plan is to define your market, i.e.,identify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply becauseyou want it to succeed. It takes careful planning and a thoroughunderstanding

7、of the marketplace to develop a strategy that willensure success.Understanding the MarketplaceGenerally, the first and most important step in understanding themarket is to study it through market research. In the case of afranchise, the franchisor has developed a marketing program, so you will need

8、to review the program he or she has provided. Lookover the plan to determine what product/service you will offer and write a description of it. Even though a franchisor hasdescribed your product or service, it is a good idea to develop and write your own description because this process helps you to

9、know your product or service-a key variable in any successfulmarketing plan. When describing your product or service outlinewhat you feel are its unique aspects, and explain how or why these aspects will appeal to customers. Emphasize the specialfeatures that you feel are its selling points. These f

10、eatures arewhat you will use to convince customers to purchase your product or service. Next go over sales projections, determining if there is a demandfor the product or service. In the case of a franchise, thefranchisor will have developed the projections. Study this data to see how he or she arri

11、ved at these projections. This will helpyou to better understand how the marketplace operates relative toyour product/service, and it can help you develop the skillsnecessary to identify and anticipate changes in the marketplace.Start your own marketplace trends. Periodically review your data, looki

12、ng for shifts in the market. If changes areoccurring, you should modify the marketing plan to coincide withthese changes. In franchise operations, it is customary for thefranchisor to update the marketing plan periodically to reflectchanges in the marketplace and to keep the marketing programcurrent

13、. A marketing plan should answer these questions:* Is this product or service in constant demand?* How many competitors provide the same product or service?* Can you create a demand for your service or product?* Can you effectively complete in price, quality and delivery?* If a franchise, will the f

14、ranchisor price the product or service to give you the projected profit?Review your program to ensure that it answers these questions. Ifyour plan doesnt answer the questions, it will need to bemodified, or you will need to devise a strategy that will providea means for answering them. When you are

15、satisfied that youunderstand the program, how the market operates and how to identify market shifts and trends, start writing the marketingsection of your business plan.Even if you adopt a marketing program that has been developedelsewhere, it is your responsibility to promote your product orservice by cultivating the marketplace, i.e., attracting andkeeping customers. You can accomplish this aim by knowing yourmarket, your customers, your competitors and your product/service. Dont rely solely on the program provided by a franchisor or others, gather and assess your own data using thetechni