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1、Week 2,Marketing Planning and Forecasting（ f:-k:stvt.预言）,The Marketing Strategy Planning Process营销战略规划过程,SWOT,Segmentation,Positioning and differentiation定位和 分化,External marketing environment外部营销环境,Quantitative and qualitative screening criteria定量和定性的筛选标准,Typical Changes in Marketing Mix Variables o
2、ver the Product Life Cycle 在营销组合变量的典型产品的生命周期的变化,Competition:becomes more intense, moves toward pure competition Product: typically moves toward variety, and then less variety in decline stage Place:typically moves toward more intensive distribution then more selective in decline stage Promotion: emp
3、hasis changes from primary demand to selective demand and from persuasion to reminding Price:moves toward more price cutting and dealing 竞争： 变得更加激烈，移向纯粹的竞争 产品名称： 通常走向品种，然后在衰退阶段的各种 地点： 通常走向更密集的分布在衰退阶段，然后更多的选择性 推广： 从主要需求选择性需求，从劝导，提醒强调变化 价格： 走向更多的价格切割和处理,Market Potential and Sales Forecast 市场潜力和销售预测,Ma
4、rket Potentialwhat a whole market segment might buy Sales Forecastan estimate of how much an industry or company hopes to sell to a market segment 市场潜力巨大，整个细分市场可能会购买什么 销售预测，估计多少一个行业或公司希望出售给一个细分市场,Approaches to Forecasting 以预测的方法,Extending past behaviourTrend extensionAssumes future patterns will be
5、like past patterns Factor methodbased on finding a variable (a factor) that is related to the variable being forecastmultiple factors may be helpful Leading seriesfactors that move in advance of what is being forecast 扩展过去的行为 趋势延伸 假设未来的模式会像过去的模式 因素法 基础上，找到相关变量被预测变量（因素） 多种因素可能会有所帮助 龙头系列 这一举动提前被预测的是什么
6、因素,Predicting Future Behaviour Calls for Judgement and Opinions 为的判断和意见预测未来的行为呼吁,Jury of executive opinion forecasting by combining the opinions of experienced executives, perhaps from marketing, production, finance, purchasing and top managementSales force estimates combining the sales estimates fr
7、om each sales personSurveys, panels and test markets 陪审团长官认为 预测相结合的经验的管理人员的意见，从市场营销，生产，财务，采购和高级管理人员也许 销售队伍估计 相结合的销售，估计从每个销售人员 调查，小组讨论和测试市场,The Marketing Plan,Name of Product Market Customer analysis Competitor analysis Analysis of other aspects of external environment Company analysis Marketing info
8、rmation requirements Product strategy Place strategy Price strategy Promotion strategy Implementation problems to be overcome Control Forecasts and estimates Timing,产品市场名称 客户分析 竞争对手分析 外部环境等方面的分析 公司分析 市场营销信息的要求 产品战略 放置策略 价格策略 促销策略 执行方面的问题要克服 控制 预测和估计 时序,Managing the Marketing Budget 营销预算管理,Budget bas
9、ed on per cent of past or expected salesmost common approachmain advantage is easecan lead to major problems, including cutbacks when more money is needed Task methodpays for what needs to be accomplishedusually the sensible approachrequires that activities can be evaluated against the objectives-基于
10、过去或预期销售额的百分之预算 最常用的方法 主要优点是缓解 可能导致的重大问题，包括需要更多的钱是时的削减 -工作方法 支付需要完成什么 通常是明智的做法 需要的活动，可以对目标进行评估,Exporting出口,Selling some of what the company is producing to foreign markets a market development type opportunity some changes in product may be required Usually a low risk way to get into international ma
11、rketing “Red tape“ is real, but usually worth the hassles International agents and merchant wholesalers can assist Relationship may take time to build向国外市场出售一些什么样的公司是生产 市场开发型机会 可能需要在产品的一些变化 通常一个低风险的方式来获得进入国际市场营销 “繁文缛节”是真实的，但通常是值得的麻烦 国际代理商和商人批发商可以协助 关系，可能需要时间来建立,Entering International Markets,Licensi
12、ngselling the right to use some process, trademark or patent for a fee or royalty Contract manufacturinghanding over production to others while retaining control of the marketing function Management contractingseller only provides management skills, while others own the production and distribution f
13、acilities Joint venturinga domestic company entering into a long-term partnership with an overseas company Wholly owned subsidiarya separate business operation owned by a parent company 发牌 出售的一些过程中，商标或专利使用权费或版税 合同制造 生产移交给他人，同时保留的营销功能的控制 管理承包 卖家只提供管理技能，而其他人自己的生产和配送设施 联合冒险 国内公司进入一个长期合作伙伴关系，与海外公司 全资附属公
14、司 由母公司拥有一个独立的业务运作,Multinational Corporations跨国公司,Have direct investments in several countries Operate the business depending on the choices available anywhere in the world selecting vendors locations for production target markets to go after Takes a world view, not just the view of the home country
15、More companies are looking at world-wide competition 有几个国家的直接投资 经营业务的选择，取决于在世界任何地方 选择供应商 生产地点 后去的目标市场 注意到一种世界观，不只是在本国 越来越多的公司正在寻求在全球范围内的竞争,Suggested Approach to Global Marketing,Identify all important areas of similarity and difference between markets market research clarify degree of globalisation
16、appropriate Delegate some decision-making to local management obtain balance between centralised and decentralised decision-making Clarify which elements of the marketing mix are essential in achieving the global plan decide on necessary local modification Obtain feedback from local management and disseminate globally Develop a strong international culture,建议的方法，以全球市场营销,确定市场之间的相似性和差异所有重要领域 市场调研 澄清全球化程度适当 代表一些地方管理决策 获得集中和分散的决策之间的平衡 澄清的营销组合中的哪些元素是在实现全球计划至关重要 决定必要的局部修改 获得从本地管理的意见，并在全球传播 建立一个强有力的国际文化,
