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【正文】 M a r k e t i n g m i x Managing the marketing effort ? Marketing analysis ? Marketing planning ? Marketing implementation ? Marketing department anization ? Marketing control The ponents of the marketing plan 1. Executive summary 2. Current marketing situation 3. Opportunity and issue analysis 4. Objectives 5. Marketing strategy 6. Action programs 7. Projected profitandloss statement 8. Controls Marketing department anization ? Five structures ? functional anization ? geographical anization ? product management anization ? market management anization ? product management/ market management anization The control process Set goals What do we want to achieve? Measure performance What is happening? Evaluate performance Why is it happening? Take corrective action What should we do about it? Next week ? Marketing environment ? Assignment: ? Reviewing the lecture 2 ? Text book (chapter 2)/ P4477 ? Orgnizing discussion of case on page 81. ? getting information and writing the outlet on the marketing Environment ?Text book (chapter 3) 演講完畢，謝謝觀看！

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