Question 2: What does marketing include? What aspects should a complete marketing plan include? A complete marketing plan should include the following elements, but in reality, due to a series of factors such as insufficient information sources and the strength of various companies, many domestic enterprises are not very comprehensive in marketing planning.
A complete marketing plan should include the following elements, but in reality, due to a series of factors such as insufficient information sources and the strength of various companies, many domestic enterprises are not very comprehensive in marketing planning.
In this scheme, the leaders of enterprises should attach great importance to the position of the marketing department. The production and operation strategy of an enterprise is based on the comprehensive analysis and evaluation of a large number of market information by the marketing department, that is, the strategy of an enterprise is absolutely market-oriented and based on customer demand.
This scheme is based on the author's own marketing experience and the adjustment of enterprise strategic positioning, and fully absorbs the essence of Mr. philip kotler's marketing ideas. I hope to share it with you and improve each other.
I. marketing opportunities's analysis
1, manage marketing information and measure market demand.
(1), Marketing Intelligence and Research
(2), forecast overview and demand measurement
2. Evaluate the marketing environment
(1), analyze the demand and trend of macro environment.
(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).
3. Analyze the consumer market and buying behavior.
(1), consumer buying behavior pattern
(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )
(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).
4. Analyze the group buying market and group buying behavior (including the comparison between group buying market and consumer market, participants, institutions and * * * market in the group buying process).
5. Analyze industries and competitors.
(1), identify the company's competitors (industry competition concept, market competition concept)
(2) the strategy of identifying competitors.
(3), determine the competitors' goals
(4) Evaluate the strengths and weaknesses of competitors.
(5) Evaluate the reaction mode of competitors.
(6) Choose competitors to attack and evade.
(7) Balance between customer orientation and competitor orientation.
6. Determine the market segments and select the target market.
(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;
(2) Selection of target market, evaluation of market segments and selection of market segments.
Second, the development of marketing strategy
1, marketing differentiation and positioning
(1), product differentiation, service differentiation, channel differentiation, image differentiation.
(2), the development of positioning strategy-how many differences, introduce that kind of difference.
(3) the positioning of communication companies
2. Develop new products
(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)
(2) Effective organizational arrangement and architecture design
(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.
3. Management life cycle strategy
(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.
(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.
4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and substitutes.
(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.
(2) Market Challenger Strategy: determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.
(3) Market follower strategy
(4) Market strategy.
5. Design and manage global marketing strategy.
(1), and decide whether to enter the international market.
(2) Decide which markets to enter.
(3) Decide how to enter the market, including direct export, indirect export, license trade, joint venture direct investment and internationalization.
(4) Decision on Marketing Plan (4P)
Third, the marketing plan
1. Manage product lines, brands and packaging.
(1), product line combination decision
(2) product line decision >
Question 3: What are the contents of marketing planning? What does the marketing plan include? Practical training measures for brand marketing planning experts;
Teacher Guo Hanyao, an expert in brand operation management of growing enterprises, pointed out:
What does the marketing plan include?
1) According to the planning object, it can be divided into enterprise planning, product planning and service planning.
2) Based on the market development program, it can be divided into market selection plan, market entry plan, market penetration plan, market expansion plan, market confrontation plan, market defense plan and market exit plan.
3) According to different marketing levels, it can be divided into basic marketing planning and marketing operation planning.
Question 4: What are the main contents of brand marketing strategy (product differentiation, channel differentiation, promotion method differentiation, etc. ), listing plan (market research, market planning, market promotion), listing plan (looking for a better market pilot), concentration strategy (determining key target markets nationwide, then selecting key areas in key target markets and concentrating limited resources on one market)?
Question 5: What does marketing include? Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.
Marketing is the study of the whole transaction process in the economic society, but the transaction belongs to marketing. Please note that I use marketing, not marketing. Marketing studies the whole transaction process, so it is marketing to apply this research result to benefit myself or the enterprise. The whole transaction process is very complicated, which also leads to marketing problems, such as research and development, market research, strategy, segmentation and so on. All this process is a whole, and all the links involved in marketing must be done well, so that is the perfect marketing.
Question 6: What is the content of marketing strategy in marketing? List some roughly.
Knowledge marketing
Knowledge marketing refers to spreading new science and technology to the public and its influence on people's lives. Through popular science propaganda, let consumers know not only what it is, but also why it is, re-establish a new product concept, let consumers sprout demand for new products and broaden the market. With the advent of the era of knowledge economy, knowledge has become the capital of economic development, and the accumulation and innovation of knowledge has become the main power source to promote economic growth. Therefore, as an enterprise, while engaging in scientific research and development, we should think of the promotion of knowledge and minimize the market risk of successful development of a new product. To do this, we must operate knowledge marketing.
Bill? Gates' practice of "teaching computers before selling them" is a typical knowledge marketing. He spent 200 million yuan to set up the Gates Library Foundation to equip libraries in some low-income areas around the world with the most advanced computers, and donated software to let the public accept computer knowledge. For another example, the popular science activity "Give you a golden key" carried out by Shanghai Jiaotong University Only Company, through holding popular science lectures in the community, presenting biological popular science books to the public, holding popular science knowledge contests, etc., has improved the public's scientific health concept, triggered people's demand for biotechnology products, and achieved the goal that no other form of product marketing can achieve, making the microecological preparation market grow from zero to nearly 10 billion yuan in a short period of 10 years.
Internet marketing
Is to use the network for marketing activities. Nowadays, information is developed in the world, and information network technology is widely used in all fields of production and operation, especially in the field of marketing, forming network marketing. Merchants set up their own homepage on the computer network, and set up a "virtual store" on the homepage to display goods. Customers can enter the virtual store through the network, choose goods, place orders and pay online, and merchants will deliver the orders to their doors after receiving them. Similarly, customers can feed back their opinions to the production process through the network, so that producers can produce according to consumers' needs and tastes, which on the one hand improves the level of coordination and cooperation between producers and consumers, and on the other hand can reduce the "interactive cost" of enterprise product production. For example, GM's Buick Automobile Factory allows customers to design their favorite models, and customers can choose their own body, axle, engine, tires, color, interior structure and so on. Customers can see the appearance of the car assembled by the parts they choose through the network, and can continue to replace the parts until the customers are satisfied. This marketing method is becoming more and more popular in modern market conditions. According to the statistics of the International Telecommunication Union, the global online business turnover of 1997 reached US$ 50 billion, and the online advertising business reached US$ 906.5 million, more than three times that of 1996. There are about 65,438+0,200 Internet service providers in the United States, half of the 500 largest companies in the United States operate online, and there are countless small and medium-sized enterprises. Network marketing can promote enterprises to quickly understand market trends and customer needs through the network, save intermediate links and reduce sales costs. China enterprises should also take action in this regard and vigorously carry out online transactions.
green marketing
It means that enterprises fully embody environmental awareness and social awareness in the whole marketing process, provide consumers with scientific, pollution-free, resource-saving and good social ethics goods and services, and adopt pollution-free or less pollution-free production and sales methods to guide and meet consumers' needs for environmental protection and physical and mental health. Its main goal is to protect and improve the ecological environment and social environment, protect and save natural resources, implement economical management, and ensure the safety, hygiene and convenience of consumer products, so as to improve people's quality of life and optimize human living space.
To implement the green marketing strategy, we need to implement the "5R" management principle, that is, study: pay attention to the countermeasures of enterprises to environmental pollution; Reduce: reduce or eliminate the discharge of hazardous waste; Recycling: recycling and reusing waste materials; Redevelopment: turn ordinary products into green products; Reserve: actively participate in environmental protection activities in the community and establish environmental awareness. Implementing green marketing is the general trend of international marketing strategy, and China enterprises should have a clear understanding of it and actively put it into action. According to statistics from relevant parties, there are hundreds of export products worth more than US$ 5 billion in China that will be affected by the ozone layer. & gt
Question 7: What does the marketing plan include? A complete marketing plan should include the following elements, but in reality, due to a series of factors such as insufficient information sources and the strength of various companies, many domestic enterprises are not very comprehensive in marketing planning.
This scheme is based on the author's own marketing experience and the adjustment of enterprise strategic positioning, and fully absorbs the essence of Mr. philip kotler's marketing ideas. I hope to share it with you and improve each other.
I. marketing opportunities's analysis
1, manage marketing information and measure market demand.
(1), Marketing Intelligence and Research
(2), forecast overview and demand measurement
2. Evaluate the marketing environment
(1), analyze the demand and trend of macro environment.
(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).
3. Analyze the consumer market and buying behavior.
(1), consumer buying behavior pattern
(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )
(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).
4. Analyze the group buying market and group buying behavior (including the comparison between group buying market and consumer market, participants, institutions and * * * market in the group buying process).
5. Analyze industries and competitors.
(1), identify the company's competitors (industry competition concept, market competition concept)
(2) the strategy of identifying competitors.
(3), determine the competitors' goals
(4) Evaluate the strengths and weaknesses of competitors.
(5) Evaluate the reaction mode of competitors.
(6) Choose competitors to attack and evade.
(7) Balance between customer orientation and competitor orientation.
6. Determine the market segments and select the target market.
(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;
(2) Selection of target market, evaluation of market segments and selection of market segments.
Second, the development of marketing strategy
1, marketing differentiation and positioning
(1), product differentiation, service differentiation, channel differentiation, image differentiation.
(2), the development of positioning strategy-how many differences, introduce that kind of difference.
(3) the positioning of communication companies
2. Develop new products
(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)
(2) Effective organizational arrangement and architecture design
(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.
3. Management life cycle strategy
(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.
(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.
4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and substitutes.
......& gt& gt
Question 8: What does the sales strategy include? When making strategic plans, enterprises should make strategic plans according to their own characteristics. Enterprises can follow the following principles when making strategic plans: the market environment faced by small and medium-sized enterprises is 1. The market structure and survival and development faced by small and medium-sized enterprises are mostly located in scattered industries. The market structure faced by small and medium-sized enterprises belongs to perfect competition market or monopoly competition market. In a perfectly competitive market, there are many producers and consumers, and the products are homogeneous, so there is no difference in market prices. Enterprises can only sell products at the same price. If there are many small and medium-sized enterprises in an industry, and there is no difference in product specifications, varieties and quality, then the sales probability faced by each enterprise is roughly the same. No one has a relative competitive advantage and can't get differentiated benefits. Enterprises may survive, but they lack the initiative to develop. In the monopolistic competitive market, there are many producers and consumers, the quality of products is different, and the barriers to market entry are relatively weak. In the short term, monopoly competitors are equivalent to monopoly manufacturers, and they can get high profits by virtue of product differences. But in the long run, due to the weak barriers to market entry, the differences of products will be easily broken, and the profits of manufacturers will tend to zero. If there are many small and medium-sized enterprises in an industry and there are differences in product quality, enterprise competition will be manifested as product difference competition. Of course, it is also accompanied by price competition and advertising competition. Whoever can keep innovating will get high profits and win in the competition. 2. The target market of small and medium-sized enterprises Philip? According to the position of enterprises in the target market, kotler divides them into four categories: market leaders, challengers, followers and vacancy seekers. Small and medium-sized enterprises are small in scale, weak in technical strength, backward in management level, poor in competitiveness and lack of funds and talents, which can only make up for the market. Small and medium-sized enterprises, as a supplement to the market, generally subdivide the market one or more times, pay close attention to a small number of markets neglected by large enterprises, and gain the maximum benefit through specialized operation in these small markets, so as to survive and develop in the cracks of large enterprises. To fill the vacant market, its customers are a few consumers determined by their preferences, interests and consumption habits. It is the best choice for small and medium-sized enterprises to occupy a dominant position in the market.
Question 9: What does the marketing plan include? More specifically, what does the marketing planning of second-hand books specifically mean, or is it to sell a batch of second-hand books? Or a professional market for second-hand books.
Question 10: What should a complete enterprise marketing plan include? I. Summary of Marketing Plan
First of all, make a brief overview of the marketing plan so that leaders can understand the objectives, main contents and key points of the marketing plan.
Second, the marketing situation analysis
1. Understand the market environment: determine the target market and list the scale, consumer demand and products of the target market.
Market survey, product market capacity, industry analysis, market share of major brands, annual sales growth rate, industry development direction, etc. Be analyzed to get specific market conditions.
2. Product status: list the sales price, market share and cost of each product in the enterprise product portfolio in recent years.
Cost, expenses, profit rate and other data.
3. Competitors: list the main competitors of the enterprise in the market. Understand their scale, target market and market.
Share, marketing strategy, product status. So as to understand their strategic intentions.
4. Consumer status: investigate the use and demand of products by consumers.
5. Product distribution: describe the types of distribution channels selected by the company's products and their applications in various distribution channels.
Street sale.
6. Marketing environment
A. Macro-environmental conditions: briefly introduce the macro-environment and its main development trends, including population.
Environment, technical environment, political and legal environment, economic environment and social and cultural environment can judge the fate of a product.
B. Micro-environment: marketing channels, enterprises, consumers, competitors and the public.
Internal environment: employees, funds, equipment, raw materials and market.
Third, the opportunity and risk analysis
Firstly, the main opportunities and risks faced by enterprise marketing during the planning period are analyzed. Then it systematically analyzes the advantages and disadvantages of enterprise marketing resources. Through the analysis of opportunities and risks, advantages and disadvantages, enterprises can determine the main problems that must be paid attention to in the plan. (SWOT analysis)
Fourth, the marketing target setting
1, financial target. The financial goal is to determine the financial reward goal of each strategic business unit, including the return on investment, profit rate, profit amount and other indicators.
2. Marketing objectives. Financial objectives must be transformed into marketing objectives. Marketing objectives can be composed of the following indicators, such as sales revenue, sales growth rate, sales volume, market share, distribution scope, popularity and so on.
Verb (abbreviation of verb) market strategy
Formulate the marketing strategy that the enterprise will adopt, including target market selection and market positioning, marketing mix strategy, etc. Clear what is the target market of enterprise marketing, how to locate the market and determine what kind of market image; What kind of products, channels, pricing and promotion strategies will enterprises adopt?
Action plan of intransitive verbs
Make a detailed action plan for the implementation of various marketing strategies, that is, explain the following questions: what will you do? When does it start? When will it be finished? Who will do it? How much is the charge? The whole action plan can be explained by a table, which specifies the time schedule, task requirements and expenses of the activities to be implemented and completed in each period. Put the whole marketing strategy into action and implement it step by step.
Seven. Marketing budget
The marketing budget is a substantial projected income statement. On the revenue side, it is necessary to explain the estimated sales volume and the average realized price, and estimate the total sales revenue; On the expenditure side, it explains the production cost, logistics cost and marketing expense, and subdivides the detailed expenditure to estimate the total expenditure. Finally, the expected profit is obtained, that is, the difference between income and expenditure.