國際市場營銷課程essay要求-Marketing Plan Outline(市場計(jì)劃書目錄)

A）總摘要：完整的描述你要營銷的產(chǎn)品，以及介紹本產(chǎn)品到國際市場的相關(guān)性信息。
        
B）背景形勢(shì)分析

1）公司的目標(biāo)和資源分析
a、公司背景
b、目標(biāo)
c、資源
d、倫理與社會(huì)責(zé)任
e、公司的生命周期階段
f、收集更多的公司信息

2）客戶分析
a、了解更多關(guān)于客戶和客戶行為
   如市場人口，購買行為的過程中，和/或組織購買行為的客戶信息
b、定義產(chǎn)品的市場
c、應(yīng)用此信息的分割和目標(biāo)
d、收集更多的客戶信息

A) Executive Summary: Describe completely the product that you are marketing and the relevance of introducing this product to the international market.
        
B) Situation Analysis 環(huán)境分析

1) Company analysis of objectives and resource 公司的目標(biāo)和資源分析
a. Company background
b. Objectives
c. Resources
d. Ethics and social responsibility
e. Company's life cycle stage
f. Gathering more company information

2) Customer analysis 客戶分析
a. Learn more about customers and customer behaviour
   Customer information such as demographic, buying behavior process, and/or organizational buying behavior
b.    Define the product market
c.    Apply this information for segmentation and targeting
d.    Gathering more customer information

3) Competitive market analysis 競爭市場分析
a. What companies are our main competitors?
b. What is the marketing strategy and positioning for each of these firms?
c. What are each competitor's strengths and weaknesses?
d. Competitor information may be placed in a matrix-to provide a simple way to compare and contrast competitors and the company (optional).
e. Gathering more competitor information

4) External market environment
a. Economic environment
b. Technological environment
c. Political and legal environment
d. Cultural and social environment

5) SWOT analysis SWOT分析

C) Company's marketing plan objectives
D) Company's differentiation and positioning
E) Marketing strategy: The four P's

1)Product  產(chǎn)品
a. Brief description
b. Brand
c. Packaging and warranty
d. Product life cycle (New product development - if necessary)

2)Place 位置
a. Ideal market exposure
b. Distribution customer service level#p#分頁標(biāo)題#e#
c. Channels of distribution
? Number and type of wholesaler
? Number and type of retailer
? Coordination needed in the channel and logistics
   
3)Promotion 促銷
a. Developing a promotion blend
     Personal selling, mass selling - which includes advertising and publicity or Sales promotion
b. Promotion planning may vary according to:
     Promotion planning to business customers or final consumers

4)Price 定價(jià)
a. Pricing objectives
b. Customer price sensitivity
c. Customer value and value pricing
d. Pricing and the product life cycle