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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,Segmentation,Tar

get,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Marketingplanningatthebusines

slevel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-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,keyis

suesSWOT分析，主要问题Marketingobjectives市场目标AnsoffMartixStrategicobjectives策略目标4DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillPlan

ningattheproductlevel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Org

anizationandimplementation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,©1

998McGraw-HillSWOTanalysisSWOT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(uncontrollabl

e)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19DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillProductgrowthstrategies:theAnsoffMatri

x促进产品增长的策略Marketpenetrationorexpansion扩大市场渗透率Productdevelopment发展新产品Diversification多样化Marketdevelopment发展新市场Existing现有

市场New新市场Existing现有产品New新产品ProductsMarkets20DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillIncreasesalesvolume增长销售量Entryintonewmark

ets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Strategicop

tionsforincreasingsalesvolume销售量增长的策略性选择21DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillE

ntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansionIncreasesalesvolumeMarketpenetration扩大市场渗透率Buycompetitors购买

竞争对手Discouragecompetitiveentry阻止竞争性的侵入Wincompetitors’customers赢取竞争对手的消费群体Strategicoptionsforincreasing

salesvolume销售量增长的策略性选择22DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillIncreasesalesvolumeEntryintonewmarketsMarket

developmentProductdevelopmentMarketexpansion扩大市场容量MarketpenetrationIncreaseusagerate增长使用消费的频率Convertnon-users转变从来不使用的消费者Strategicoptionsforin

creasingsalesvolume销售量增长的策略性选择23DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillEntryintonewmarketsMarketdevelopmentMa

rketexpansionIncreasesalesvolumeProductdevelopment产品的开发和发展MarketpenetrationProductlineextension产品线的延伸Innovation产品革新Productreplacement产品的替代Strategi

coptionsforincreasingsalesvolume销售量增长的策略性选择24DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillEntryinto

newmarketsProductdevelopmentMarketexpansionIncreasesalesvolumeMarketdevelopment市场的开发和发展MarketpenetrationPromoten

ewuses促进新的消费者Enternewsegments进入新的细分市场Strategicoptionsforincreasingsalesvolume销售量增长的策略性选择25DJobber,Principlesan

dPracticeofMarketing,©1998McGraw-HillMarketdevelopmentProductdevelopmentMarketexpansionStrategicoptionsforincreasingsalesvolume销售量增长的策略性选择Increa

sesalesvolumeEntryintonewmarkets新市场的进入MarketdevelopmentMarketpenetrationNewproducts新产品3DJobber,Principlesan

dPracticeofMarketing,©1998McGraw-Hillc1c5c7c2c6c3c4c8Theprocessofmarketsegmentationandtargetmarketing细分市场的方法和目标市场c1c5c7c2c6c3c4c8c1c5c7c2c6c3c4c

8Thedisaggregatedmarket分散的市场Thesegmentedmarket细分市场Thetargetmarket目标市场Thecharacteristicsofindividualcustomersareu

nderstood消费者对于每一个分散市场的了解Customersaregroupedintosegmentsonthebasisofhavingsimilarcharacteristics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Segment3isjudgedto

bemostattractiveandamarketingmixstrategyisdesignedforthattargetmarket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123123Mark

etingmixtargetedatsegment34DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillSegmentingconsumermarkets以消费者为导向的市场细

分Consumersegmentation消费者的细分Behavioural消费习惯Benefitssought利益点的寻求Purchaseoccasion购买时机Purchasebehaviour购买习惯Usa

ge用法Perceptionsandbeliefs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Profile5DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillMacroandmicrosegmentationoforganizati

onalmarkets用Macroandmicro方法细分有组织的市场Macrosegment2(medium-sizedcompanies)中型公司Macrosegment2(primechoicecriterio

n:convenience)最根本的要素：便利性Macrosegment3(smallcompanies)小型公司Macrosegment3(primechoicecriterion:price)最根本的要素：价格Macrosegment1(largecompanies)大型公司Macroseg

ment1(primechoicecriterion:reliability)最根本的要素：可靠性Organizationalmarket有组织的市场6DJobber,PrinciplesandPracticeofMark

eting,©1998McGraw-HillSegmentingorganizationalmarkets细分有组织的市场Organizationalsegmentation有组织性的细分Microsegmentation细分Decision-makingprocess决策的方法B

uyclass购买的社会等级Purchasingorganization采购的组织架构Organizationalinnovativeness组织性的革新Organizationalsize组织的大小Industry企业Geographiclocation地

理位置Macrosegmentation细分Decision-makingunitstructure决策权决定组织的架构Choice选择7DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillTargetmarketingstrat

egies目标市场策略Undifferentiatedmarketing未分化的市场Differentiatedmarketing有区分的市场Focusedmarketing有侧重点的聚焦市场Customizedmarketing用户化的市场8D

Jobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillTargetmarketingstrategies目标市场策略Undifferentiatedmarket

ing未分化的市场Marketingmix整合市场策略Wholemarket整体市场9DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillT

argetmarketingstrategies目标市场策略Differentiatedmarketing有区分的市场Marketingmix1整合市场策略1Segment1目标市场1Segment2目标市场2Segment3目标市场3Marketingmix2整合市场策略2Marketingmi

x3整合市场策略310DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillTargetmarketingstrategies目标市场策略Focusedmarketing有侧重

点的聚焦市场Segment1Segment2针对目标市场2Segment3Marketingmix整合市场策略11DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillTargetmarketingst

rategies目标市场策略Customizedmarketing用户化的市场Marketingmix1整合市场策略1Customer1消费者1Customer2消费者2Customer3消费者3Marketingmix2整合市场策略2Marketingmix3整合市

场策略312DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillKeystosuccessfulpositioning成功定位的关键Clarity明确Consistency一致Credibility可信Compet

itiveness竞争Successfulpositioning成功的定位4DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillDevelopingadvertisingstra

tegy广告策略的发展Identifyandunderstandtargetaudience明确和了解目标消费者Marketingstrategy市场策略Defineadvertisingobjectives确定广告目标Settheadvertisi

ngbudget设立广告预算Messagedecisions沟通信息的决定Mediadecisions媒体方式的决定Executecampaign项目的执行Evaluateadvertisingeffectiveness广告有效性的评估谢谢23.7.1706:39

:2706:3906:3923.7.1723.7.1706:3906:3923.7.1706:32023年7月17日星期一6时39分27秒