4.2 Market planning
2017-01-05 11:43:13 0 举报AI智能生成
市场规划是一个关键的商业过程，它涉及到对市场的深入研究和分析，以便确定公司的销售目标和策略。这个过程包括了识别潜在的客户群体，了解他们的需求和期望，以及研究竞争对手的策略和市场份额。市场规划还需要考虑市场趋势和预测，以便公司能够适应不断变化的市场环境。通过有效的市场规划，公司可以更好地理解其产品或服务在市场上的位置，从而制定出更有效的销售和营销策略。此外，市场规划还可以帮助公司确定其资源的最佳分配方式，以提高其运营效率和盈利能力。总的来说，市场规划是任何成功商业战略的基础，它为公司提供了实现其长期目标的关键工具。
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大纲/内容
Role of marketing plans
Roles
Provide focus to each marketing departments (a road map of stages to be taken in implementing marketing strategies
Increase the likelihood of the marketing campaign's success
Plan ahead the marketing budge and acknowledge finance department
Help achieve integration of different business functions
Ensure the marketing mix is appropriate and fully integrated
Limitations
Based on up-to-date assessment of the market and consumer preferences
Insufficient- need to be reviewed constantly
Changes-# of competitors; new trend in the market
Difference between market segments and target market
Main elements
details of a company's marketing objects(SMART)
sales forecast
marketing strategies
detailed action plans showing marketing tactics to be used to implement the strategies
Marketing mix
Other 3 ps: people, process and physical evidence
Product: good or service
Price: people lose confidence in the product quality if the price is low; unaffordable if the price is high
Promotion: effective and targeted at the appropriate market ( product availability,branding and packaging)
Place: how the product is distributed to the consumer
Overall
Based on marketing objects that are achievable within the marketing budget
Coordinated and consistent with each other
Targeted at the appropriate consumers
Market segmentation and consumer profile
Consumer groups
Geographic
Demographic (population)
Income difference->Social class-> Expenditure patterns
Avoid bias among age, sex, family size and ethnic background
DINKY-double income no kids yet; NILK-non income lots of kids; WOOF-well-off older folk
Psychographic
lifestyles, personalities, values and attitudes
Niche market and mass market (One for whole)
Niche
Very small and specific (#of consumers)
Small firms can survive
High price and high profit margins (few competitors)
No economics of scales exist
Mass market
One for whole
Fewer risks
Product positioning
1st Identity the key features
2nd Position each of the competing products
Useness
Identify potential gap&niche market
Whether a repositioning is required
Unique selling points
Product differentiation
AD
Effective promotion which focuses on the differentiating feature of the product or service
Opportunities to charge higher prices due to exclusive design/service
Free publicity fro business media reporting on the USP
Higher sales than undifferentiated products
Easy to be identified
How organisations can differentiate themselves and their products from competitors
Low price; trust; ethical stance(high cost); convenience; product features
AD
Have target market and consumer group
Help identify gaps in the market
D
Specialisation-high cost
Promotional costs are high
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