1. Planning P3
Planning, also known as making suggestions, is the current decision on what will happen in the future, which is manifested as a rational behavior with the help of brain power, that is to say, giving ideas, finding ways and making action plans for future activities.
2. Marketing P4
Refers to the overall business activities of a consumer-centered enterprise. That is, individuals or organizations create products and exchange them with others to obtain the required social process.
3. The significance of marketing planning (inevitability) P6
First of all, today's society has entered the information age. On the one hand, a large amount of new information is constantly produced, which requires enterprises to pay attention to, collect, analyze and apply it to market decision-making. On the other hand, the improvement of enterprise marketing activities also has a lot of new available information, which needs enterprise tracking, research and application.
Secondly, the establishment of market economy system makes enterprises become an economic entity. Due to the enhancement of autonomy and the pressure of external competition, enterprises must actively carry out marketing planning in order to win in the competition, seize the opportunity and create better benefits.
Thirdly, in the process of China's modernization, due to the promotion of democratic politics, the mutual blending of cultures and the development of science and technology, it is entirely possible for enterprises to make predictions, innovations, designs and choices with the help of these conditions.
Finally, the scientific, procedural and efficient decision-making gradually replaced the experience, improvisation and randomness, and the planning was decided before the decision-making, thus pushing the planning to a more important position.
4. The characteristics of marketing planning (development trend) P7
Purpose, strategy, dynamics and operability.
5. Types of marketing planning -P8 According to the nature of marketing planning.
Basic planning, operation planning and development planning
6. Marketing planning principles P 10
Overall planning: comprehensively grasp various elements in the marketing process of enterprises; Perform sequential operation; Carry out the logistics of site arrangement.
Innovation in advance: marketing planning is an accurate judgment; It's a clever arrangement.
Technical integration: strengthening quantitative analysis methods; Can be accepted by the people concerned
7. The main steps of marketing planning P 12
The purpose is clear: the purpose of political laws and regulations and the purpose of economic interests.
Collect information: understand the current situation and analyze the situation.
Creativity: information transcription, full discussion and brewing
Designated plan: marketing objectives, strategies, tactics, means and steps.
Experimental stage: combining stability with flexibility; The combination of procedure and opportunity; Combination of alternation and crossing; Comprehensive implementation and continuous feedback adjustment are combined.
Evaluation effect: sales income, profit income, market share, brand image and corporate image indicators.
8.P 16 Main methods of marketing planning
Procedural law: make planning scheme, conduct market research and enterprise diagnosis, design and implement marketing scheme, and evaluate the effect.
Model methods: forecasting model, new product development model, pricing model, logistics decision model, promotion combination decision model and buyer research model.
Case method: planning according to previous successful cases.
9. Problems needing attention in marketing planning P 18
Awareness in place: marketing planners are required to have professional quality, planning skills and corresponding planning means. The established ideas in the planning process should play a cognitive role and run through the planning process.
Mastering laws and regulations: Mastering laws and regulations can not only provide legal protection for the future activities of enterprises, but also make full use of the marketing opportunities provided by law.
Optimal allocation of resources: in the planning process, it is required to save expenses, calculate carefully and adhere to the principle of economic benefit.
10. the relationship between marketing planning and creative thinking P24
Creative thinking is the starting point and end point of marketing planning. Creative thinking is an important theoretical pillar of marketing planning, which permeates all aspects of marketing planning.
1 1. Methods to improve marketing planning ability P26
Do not stick to the rules, read widely, take notes at any time, discuss in many places, relax yourself and establish the concept of consumers.
12. Basic analysis of successful marketing planning P28
A comprehensive understanding of commodity value is to ensure that the psychological value of commodity is based on its physical value.
Consumer orientation: design from the perspective of consumers.
Development of marketing planning software: according to the different characteristics of products, make a plan that can meet the needs of consumers, so that consumers can agree and accept it.
13. The significance of corporate mission P30
It is conducive to the formation of consistent goals and action directions within the enterprise and points out the direction for the long-term development of the enterprise.
It is conducive to avoiding different departments of the enterprise from pursuing contradictory organizational goals.
It is conducive to the smooth acquisition and rational allocation of resources by enterprises.
14. Preparation of corporate mission report P33
The most basic aspect of an enterprise's mission is to define its business field.
The mission of the enterprise should have the same beliefs and values, and it should be able to motivate employees.
The mission of an enterprise should reflect its design and attitude towards development, innovation and market development, as well as its sustainable development.
15. enterprise new business planning P42
Intensive growth: market penetration, market development and product development.
Integration growth: backward integration, forward integration and horizontal integration.
Diversified growth: concentric diversification, level diversification and group diversification.
16. Key points of enterprise internal condition analysis P46
It is to analyze whether the enterprise's ability meets the requirements under the favorable environmental opportunity of enterprise development.
17. Enterprises improve internal conditions P46
First of all, the content should be clear, and the restrictions should be discharged according to the degree of influence on the strategic objectives of the enterprise.
Secondly, improving the internal environment of enterprises requires the effective cooperation of all departments of enterprises.
Thirdly, the key to improve the weak internal environment of enterprises is to establish a system that coordinates the internal environment with the external environment.
18. formulating strategies P48
The lowest cost strategy: enterprises strive to reduce the production and sales costs of products, requiring skilled workers, sufficient funds, large-scale production and low cost of product promotion and distribution.
Review materials of self-study exam "Marketing Planning" (2)
3 1. Measuring current demand P90
Global market demand: factors include products, customer groups, time, marketing environment and marketing plan.
Regional market demand: regional purchasing power index can be used as an important reference.
Enterprise sales potential: enterprise sales potential is the limit that enterprise sales can reach.
32. Market demand forecasting method P92
Buyer's intention survey method, sales staff's opinion method, expert opinion method, time series method, demand statistical analysis method.
33. General characteristics of market opportunities P 104
Openness, timeliness, equality in theory and inequality in practice
Environmental market opportunities and business opportunities
In the process of environmental change, the demand is also changing. Objectively, there are many unmet needs and many market opportunities. These market opportunities are objectively formed by environmental changes, so they are called environmental opportunities.
Only those market opportunities that meet the enterprise's goals and capabilities and are conducive to giving full play to the advantages of enterprises are enterprise opportunities.
35. Influencing factors of various market segmentation standards P 1 1 1
The standards of consumer market segmentation: geographical segmentation, population segmentation, psychological segmentation and behavior segmentation.
The criteria of producer market segmentation: regional and geographical distribution, demand characteristics of end users, user scale and purchasing power.
36. Steps of market segmentation P 1 17
Determine the product market scope, list the basic needs of potential customers, analyze the different needs of potential customers, delete the same needs of potential customers, temporarily name sub-markets, further understand the characteristics of each market, and calculate the scale of each market.
37. Reasons for the anti-market segmentation P 1 18
Doing a good job in market segmentation and differentiated marketing will expand the necessary sales volume and increase the profits of enterprises, but at the same time, it will also increase the cost and reduce the efficiency because the product category is too complicated and the operation force is too scattered.
38. Factors affecting the choice of target market strategy P 12 1
Enterprise characteristics, product characteristics, market characteristics, product life cycle stage, competitor's target market strategy.
39. Problems needing attention in selecting target market P 122
The relationship between market segments and super market segments: the joint cost of marketing in two or more market segments at the same time is lower than that of marketing in two market segments respectively, and there is an economic scope.
Segmentation of market entry strategies one by one.
Fully analyze the market to be entered: overall market and sub-market, differentiated marketing and enterprise cost analysis.
40. Product differentiation analysis P 126
Product entity differentiation: including product quality, product characteristics and product design.
Service differentiation: manifested in delivery, installation, user training, consultation, maintenance and so on.
Personnel differentiation: ability, courtesy, honesty and reliability. Responsible and good at communication.
Image differentiation: through the use of unique signs, various media and atmosphere to show.
4 1. Market Positioning Procedure P 130 Methods adopted in each stage
Determine the competitive advantage of this enterprise: design, search, analyze and report the information and research results related to the above problems through scientific and systematic market research activities.
Accurate choice of relative competitive advantage: analyze and compare the advantages and disadvantages of enterprises and competitors in management, technology development, procurement, production, marketing, finance and products.
Show unique competitive advantage: Through a series of publicity and promotion activities, accurately convey its unique competitive advantage to potential customers and leave a deep impression on them.
42. Reasons for market repositioning P 132
There are strong competitors near the product positioning of this enterprise, which makes the market share of this product decline, or the demand of consumers has changed, from loving the products of this enterprise to loving the products of competitors.
43. Factors that must be considered when repositioning the market P 132
The cost that an enterprise needs to transfer its brand from one sub-market to another, including the cost of changing products [quality, packaging, advertising, etc.].
Enterprises can change their product positioning through new brand positioning and effective use of advertising revenue.
44. Product quality system certification P 136
Quality system is the organization, structure, procedures, processes and resources needed to implement quality management. The certification method of the quality system is that the certification body registers the qualified units that have passed the certification.
45. Packaging development process P 139
The process of packaging development is actually a packaging process, which refers to a series of activities of designing and producing containers or packaging for products.
Establish the concept of packaging, determine the packaging elements, and carry out packaging experiments.
46. Brand function P 142
Prescribing brand names is convenient for sellers to manage and order goods. Brand names, especially registered trademarks, can protect the product characteristics of enterprises according to law. Branding attracts more brand loyalists and customers for enterprises, and makes customers buy again. Brand helps enterprises to segment the market and position themselves. A good brand helps to establish a corporate image and promote the quality and scale of the enterprise.
47. Brand asset management P 148
Vertical expansion of brand: new products added to the same product line continue to use the brand of the original product line.
Horizontal brand expansion: refers to the use of existing brand names to launch new product lines, that is, to broaden the product portfolio.
Multi-brand strategy: the opposite of product line expansion strategy. It is a decentralized brand strategy.
New brand strategy: when an enterprise launches a new product line and the existing brand is not suitable for the new product, the enterprise should establish a new brand.
48. Profit analysis of product project P 15 1
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