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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,Target,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Marketingplanning

atthebusinesslevel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-definiti

on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,keyissuesSWOT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Organizationandim

plementation组织和执行Control项目控制Targetmarkets目标市场Competitivepositioning有竞争力的定位Competitortargets5DJobber,PrinciplesandPrac

ticeofMarketing,©1998McGraw-HillSWOTanalysisSWOT分析Opportunities机遇Strengths强势Threats挑战Weaknesses弱势Int

ernal内部(controllable)可控制的4P,BrandExternal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-H

illProductgrowthstrategies:theAnsoffMatrix促进产品增长的策略Marketpenetrationorexpansion扩大市场渗透率Productdevelopment发展新产品Diversi

fication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,PrinciplesandPractice

ofMarketing,©1998McGraw-HillIncreasesalesvolume增长销售量Entryintonewmarkets新市场的进入Marketdevelopment市场的开发和发展Product

development产品的开发和发展Marketexpansion扩大市场容量Marketpenetration扩大市场渗透率Strategicoptionsforincreasingsalesvolume销售量增长的策略性选择21DJobber,PrinciplesandPracti

ceofMarketing,©1998McGraw-HillEntryintonewmarketsMarketdevelopmentProductdevelopmentMarketexpansionIncreasesalesvolumeMarketpenetration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Strategicoptionsforincreasingsalesvolume销售量增长的策略

性选择22DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillIncreasesalesvolumeEntryintonewmarketsMar

ketdevelopmentProductdevelopmentMarketexpansion扩大市场容量MarketpenetrationIncreaseusagerate增长使用消费的频率Conver

tnon-users转变从来不使用的消费者Strategicoptionsforincreasingsalesvolume销售量增长的策略性选择23DJobber,PrinciplesandPracticeofMarketing,©199

8McGraw-HillEntryintonewmarketsMarketdevelopmentMarketexpansionIncreasesalesvolumeProductdevelopment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Strategicoptionsforincreasingsalesvolume销售量增长的策略性选择24DJobber,Principl

esandPracticeofMarketing,©1998McGraw-HillEntryintonewmarketsProductdevelopmentMarketexpansionIncreasesalesvolumeMarke

tdevelopment市场的开发和发展MarketpenetrationPromotenewuses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,

PrinciplesandPracticeofMarketing,©1998McGraw-HillMarketdevelopmentProductdevelopmentMarketexpansionStrategicoptionsforincreasingsalesvolume销售量增长的

策略性选择IncreasesalesvolumeEntryintonewmarkets新市场的进入MarketdevelopmentMarketpenetrationNewproducts新产品3DJobber,Princip

lesandPracticeofMarketing,©1998McGraw-Hillc1c5c7c2c6c3c4c8Theprocessofmarketsegmentationandtargetmarketing细分市场的方法和目标市场c1c5c7c2c6c3c4c8c1c5c7c2c6

c3c4c8Thedisaggregatedmarket分散的市场Thesegmentedmarket细分市场Thetargetmarket目标市场Thecharacteristicsofindividualcustomersareunderstood消费者对于每一个分散市场的了解Cus

tomersaregroupedintosegmentsonthebasisofhavingsimilarcharacteristics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Segment3isjudgedtobemo

stattractiveandamarketingmixstrategyisdesignedforthattargetmarket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123123Marketingmixtargetedatsegment

34DJobber,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B

enefitssought利益点的寻求Purchaseoccasion购买时机Purchasebehaviour购买习惯Usage用法Perceptionsandbeliefs感觉和信任Lifestyle生活方式P

ersonality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,PrinciplesandPracticeofMarketi

ng,©1998McGraw-HillMacroandmicrosegmentationoforganizationalmarkets用Macroandmicro方法细分有组织的市场Macrosegment2(medium-sizedcompanie

s)中型公司Macrosegment2(primechoicecriterion: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Macrosegment1(primechoicecriterion:reliability)最根本的要素：可靠性Organizationalmarket有

组织的市场6DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillSegmentingorganizationalmarkets细分有组织的市场Organizationalsegment

ation有组织性的细分Microsegmentation细分Decision-makingprocess决策的方法Buyclass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-HillTargetmarketingstrategies目标市场策略Undifferentiatedma

rketing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8DJobber,PrinciplesandPracticeofMarketing,

©1998McGraw-HillTargetmarketingstrategies目标市场策略Undifferentiatedmarketing未分化的市场Marketingmix整合市场策略Wholemarket整体市场9DJobber,PrinciplesandP

racticeofMarketing,©1998McGraw-HillTargetmarketingstrategies目标市场策略Differentiatedmarketing有区分的市场Marke

tingmix1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2Marketingmix3整合市场策略310DJobber,PrinciplesandP

racticeofMarketing,©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2Segment3Mar

ketingmix整合市场策略11DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillTargetmarketingstrategies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,Principle

sandPracticeofMarketing,©1998McGraw-HillKeystosuccessfulpositioning成功定位的关键Clarity明确Consistency一致Credibility可信Competiti

veness竞争Successfulpositioning成功的定位4DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillDevelopingadver

tisingstrategy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Settheadvert

isingbudget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23.7.1

706:39:2706:3906:3923.7.1723.7.1706:3906:3923.7.1706:32023年7月17日星期一6时39分27秒