市場營銷計劃書(marketingplan)模板(編輯修改稿)

　

【文章內容簡介】 ce you will have limitedresources target only those customers who are more likely topurchase your product or service. As your franchise grows and your customer base expands, then, you may need to considermodifying this section of the marketing plan to include othercustomers.* Identify Competition market research data demand for product or service nearest direct and indirect petitors strengths and weaknesses of petitors assessment of how petitors businesses are doing description of the unique features of your product or service similarities and dissimilarities between your product or service and petitor39。s pricing strategy for and parison of yours and the petition39。sIdentify the five nearest direct petitors and the indirectpetitors. Start a file on each identifying their weaknesses and strengths. Keep files on their advertising and promotionalmaterials and their pricing strategies. Review these filesperiodically determining when and how often they advertise, sponsor promotions and offer sales.* Describe Product/Service describe your product or serviceTry to describe the benefits of your goods or services from yourcustomer39。s perspective. Emphasize its special ., theselling points. Successful business owners know or at least have an idea of what their customers what or expect from them. This type of anticipation can be helpful in building customersatisfaction and loyalty.* Develop Marketing Budget advertising and promotional plan costs allocated for advertising and promotions advertising and promotional materials list of advertising media to be usedOperating an effective marketing plan requires money, so you willhave to allocate funds from your operating budget to coveradvertising, promotional and all other costs associated withmarketing. Develop a marketing budget based on the cost for themedia you will use, and the cost for collecting research data andmonitoring shifts in the marketplace. * Describe Location (Place) description of the location advantages and disadvantages of locationAgain, try to describe the location of your business from yourcustomer39。s perspective. Describe its assets ., theconvenience, whether or not public transportation is accessible,the safety aspectsstreet lighting, well lit parking lot orfacility, decor, etc. Your location should be built around yourcustomers, it should be accessible and should provide a sense ofsecurity. An advantage of purchasing a franchise is the franchisor oftentimes assist in site selection and decorating. * Develop Pricing strategy pricing techniques and brief description of these techniques retail costing and pricing petitive position pricing below petition pricing above petition price lining multiple pricing service costs and pricing (for service businesses only) service ponents material costs labor costs overhead costsAlthough your pricing strategy may be based on the strategy devised by others, you should study this plan and the strategiesused by petitors. That way you will acquire a thoroughunderstanding of how to price your product or service, and you can determine if your prices are in line with petitors, if they are in line with industry averages and what adjustments youcan make to bring them in line.The key to success is to have an wellplanned strategy, toestablish your policies and to constantly monitor prices andoperating costs to ensure profits. Keep abreast of changes in themarketplace because these changes can affect your bottom line.* Develop an effective Promotional Strategy advertising media print media (newspaper, magazine, classified ads, Yellow Pages advertising, brochure) radio television networking business cards tee shirts, hats, buttons, pensDevelop a promotional strategy that uses various media forpromoting your business. Monitor the different media identifyingthose that most effectively promote your business. Concentrate ondeveloping material for these formats that clearly identifies your goods or services, its location and price.Since financial institutions weigh the soundness of your marketing plan when deciding whether your business is a good riskfor their money, it is important that you prepare and presentcredible market data that shows there is a need in the munityfor your business and that demonstrates your ability to petesuccessfully._________________________________________________________________SELFPACED ACTIVITYDuring this activity you will: * Make an outline of the information a marketing plan should contain. MARKETING YOUR BUSINESS FOR SUCCESS THE MARKETING PLAN: ITS ADVANTAGESAND DISADVANTAGESA wellwritten, prehensive marketing plan is the focal point of all business ventures because it describes how you plan toattract and retain customersthe most crucial aspect of abusiness. And why are customers so important? The answer is simple. They ultimately are the means by which you will generatethe ine needed for daily operations, to repay debts and to turn a profit. In essence, the customers are your life line and the marketing plan is the pipeline that allows you access to them ., to fulfill their needs and expectations. The marketing plan is essential to any successful business. It isthe heart of the business, the basis from which all otheroperat