enable的用法Marketing Planning and Strategy
In this ction of the Principles of Marketing Tutorials we take all that has been discusd to this point and e how marketers u this information to manage business decisions. In particular, we focus attention on the importance of marketing planning with special attention given to the role marketing strategy plays in the planning process.
For marketers planning is an esntial task that must be continually undertaken. As we will e, shifting market conditions, including changing customer needs and competitive threats, almost always insure that what worked in the past will not work in the future, thus requiring revisions in how a product is marketed.
Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation eking additional money for his or her department or is part of a small startup company looking for initial funding.poo
honey的中文意思To aid in our understanding of planning we introduce a key concept in marketing: the Produ
ct Life Cycle. We will e the Product Life Cycle offers valuable insight and guidance for marketing decisions. In this tutorial we also discuss different types of marketing strategy that can be followed to meet marketing objectives. Additionally, we look at how innovative products are adopted within a market and how this impacts marketing planning.
Importance of Planning
As we have en throughout the Principles of Marketing Tutorials, marketers consider many factors when making decisions. Of cour the main factors are tho directly associated with how customers (including distribution partners) respond to an organization’s marketing efforts, such as how they may react to changes in a product, new advertiments, special pricing promotions, etc.
But when making decisions marketers face other concerns that are not directly customer related. For instance, we have discusd how marketing decisions (e.g., lowering price) may place pressure on other areas of the organization (e.g., production, shipping). Other examples include:鬼屋魔影小游戏
∙ As we noted in our definition of marketing back in the 高中英语单词mp3What is Marketing? tutorial, decisions must be made with an understanding of the value the provide not only to customers but to the marketing organization. Conquently, marketers must be well aware of how their decisions fit with the overall objectives of the company. For example, a company who goal is to be the low-price leader may have concerns if the company’s marketing department wants to market a very high-end product, since this would go against the reputation and core strengths of the company.
∙ In the drawupManaging External Forces tutorial, we showed that marketers’ decisions may affect peripheral stakeholders who are not directly connected to the marketing organization but have the potential to impact the organization if issues ari that draw their attention.
∙ Marketing decisions also directly affect an organization’s financial condition. Marketers’ efforts generate the funds (i.e., sales) needed for the company to survive, but do so while using company resources, in particular, expenditure of funds. Controls must be put in pla
ce to insure the results of what the organization spends through marketing (i.e., return on investment) meet expectations.
Becau marketing decisions have both internal and external impact, marketers are wi to make their decisions only after engaging in a careful, disciplined planning process. Marketers who make hasty, off-the-cuff decisions without regard to the implications are taking risks that may lead to problems. Instead, marketing decisions should be made with consideration of how the affect others and the resources (e.g., funds) required to carry out the plan.小羊肖恩第二季
The Marketing Plan
The central point in planning for marketing decisions is the Marketing Plan. As we note in the highly detailed How to Write a Marketing Plan tutorial, the plan rves veral functions including:
∙ philadelphiaForcing marketing personnel to look internally in order to fully understand the results of past marketing decisions.
∙ Forcing marketing personnel to look externally in order to fully understand the market in which they operate.
∙ Setting future goals and providing direction for future marketing efforts that everyone within the organization should understand and support.
客气话∙ Serving as a key component in obtaining funding to pursue new initiatives.
The scope of the Marketing Plan depends on the company and industry. A small technology startup company may, for instance, have a less elaborate plan that is highly flexible (e.g., does not identify exactly where advertising money is spent) to meet the needs of a rapidly changing market. A more established marketing organization, such a large consumer products firm, may create a very structured plan that clearly identifies all activities that take place over a 12-month period.
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