代写范文

留学资讯

写作技巧

留学名校

服务承诺

资金托管
原创保证
实力保障
24小时客服
使命必达

51Due提供Essay,Paper,Report,Assignment等学科作业的代写与辅导,同时涵盖Personal Statement,转学申请等留学文书代写。

51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标

关于营销计划的详解--Essay代写范文

2016-12-25 来源: 51Due教员组 类别: Essay范文

留学生Essay代写范文:关于营销计划的详解

营销团队如何判断营销工作是否取得了预期的效果,怎么通过第一次贸易展览获得的数据来建立目标?


INTRODUCTION:

Marketing Plan
The Guideline and Template Content Starts on the Following Page
What This Is
Outline for a marketing plan document to be written for a stand-alone marketing effort for an existing product or service, or as part of a project to introduce a new product or service to market.
Why It’s Useful
A well-executed marketing program or product/service launch is composed of a number of interrelated activities that must be planned for well in advance. In addition, much as a product or service must be designed with the end customer’s needs and perspectives in mind, the marketing activities to promote that product/service must be “designed” with the target customer in mind. This plan outline highlights the activities and components needed for an effective marketing campaign.
How to Use It
1) Use the following outline—modified for your situation—to draft a marketing plan well before the marketing needs to occur.
2) Review the first draft with various functional groups that will be involved in executing the program.
3) If this plan is being developed as part of the project to create and introduce a new product or service, work with the project manager of that overall effort to sync the marketing activities with related development activities, to be sure the marketing group will get the information it needs on time.
4) Update the detail in the plan as it gets closer to time to actually carry out the marketing activities.
5) Begin to use the monitoring information developed for section 9 as implementation of the marketing efforts get underway.
The Guideline and Template Content Starts on the Following Page

Marketing Plan Outline


1.  Executive Summary
The Executive Summary highlights the main objectives of the marketing effort, key aspects such as budget required, and how success of the marketing campaign(s) will be measured.

2.  Business Overview
This section may be repeated and expanded from the project’s “Business Case” document or Marketing Requirements Document – wherever the team originally documented the business reasons for creating this product or service, the market and competitive situation etc.
This section should contain background on
- the market
- description of the product or service being introduced
- pricing,
- distribution assumptions
- competitors
NOTE: IT departments can describe their business in these terms by describing the customer/user base, services required by them customers, and environmental factors affecting operation. And what other external services, available technology, etc. are actually competing for the IT departments business?

3.  Target Markets and Product/Service Positioning
This information can come from the original business case or marketing requirements document for this product/service. It should answer:
? What groups comprise the market for this product or service? Why have they been chosen?
? Are there identifiable segments of the market that may need different marketing/promotional approaches? What are those segments and how are they similar and different?
? To what degree will you be marketing to existing customers who know the company vs. new customers?
? Are there versions of this product or service that are specialized or customizable to various groups and will need to be marketed differently?
This section should identify the target markets, and also discuss how the product/service will be positioned with those markets. (How does this offering differ from that of our competitors? Why should they buy ours? What are our compelling benefits?) This positioning will be key to the details of each marketing strategy and the information developed to support the various promotional efforts.
Continued next page

Marketing Plan Outline (continued)
4.  Goals of the Marketing Program
What does the company need this marketing effort to achieve? Express this in whatever terms make sense for your product and service.
Externally, is the goal to sell a certain number of units per period (month, quarter, year) starting on date X? Is it to crack a particular new target segment of customers, one you’ve not had an offering for before?
If your service is internal, is your goal to serve a certain number of departments with your IT applications? Or to increase that user base by a certain number of departments?

5.  Marketing Strategies
Outline strategies and programs to reach the above goals.
Market Penetration strategies: If this product/service is being introduced for the first time, what is the strategy for getting noticed, gaining a foothold, and establishing an initial customer base?
Market development strategies: If this product/service was introduced previously, and the goal of this marketing program is to grow the customer base, what is the strategy for getting the attention of new target segments, or landing new customers within an existing segment?
Marketing strategies often include approaches such as:
? Use of PR such as mentions in newspapers and publications
? Conference and trade show exposure
? Print marketing
? Direct mail marketing
? Email marketing campaigns
? Offering free seminars to raise awareness and generate leads
? Approaching web sites with free articles to publish
? Offering discounted upgrades to get existing customers to buy the new offering
The marketing plan outlines which strategies will be used for this marketing effort and why.
If you are going after multiple target market segments, make sure the plan is clear about which strategies are aimed at which segments.
Continued next page

Marketing Plan Outline (continued)
6.  Implementation Tactics
This section details the activities needed to accomplish the strategies listed above. If your marketing effort is fairly small or single-pronged (one strategy), this document can include a fair amount of task detail. For larger efforts, this document will summarize the implementation efforts and key milestones, then may refer to a detailed action item list or schedule file that is kept separately.
At a minimum,
- Create a graphic timeline (such as a high-level Gantt chart) showing all the marketing “projects”— the implementation tactics—to give a good overview of the entire program.
- For each marketing “p
roject” needed to accomplish the strategies, plan the key due dates, and who is responsible. For example:
Strategy 1:  Conference/Trade show attendance to get presence in new market segment
1a. Attend Trade Show X in May 04 to announce our entry into new market Y.
1b. Attend Conference Z in July 04 to present paper with client.

Description Person Responsible Completion Date
Trade show booth commitments made CV 10/31/03
Booth design approved CV 11/30/03
Custom booth completed CV 1/31/03
All needed collateral pieces identified RG 12/1/03
All collateral designed and reviewed RG 2/20/04
Develop sales training materials DB 3/15/04
Pilot sales training course DB 3/31/04
Revise and finalize sales training materials DB 4/15/04
Train all personnel attending the trade show DB 5/10/04
Booth and materials shipped to Show 1 CV 5/20/04
TRADE SHOW X CV 5/24/04
Modify based on results at show 1 CV 6/10
Etc. – tasks for show 2
Continued next page

Marketing Plan Outline (continued)


7.  Budget

How much will the activities defined above cost? Break the costs down by each marketing strategy and implementation effort (trade shows, print advertising, etc.)


8.  Communication Plan
This aspect of the plan focuses on how Marketing will explain the benefits of the product to customers. Sales staff and customers are the primary beneficiaries of this deliverable, but the materials are also valuable to others interested in the company and its products, such as investors, vendors, and potential employees.
This section calls out what kinds of information and teaching forums will be used. Items in this list will be needed for some or all of the tactical implementation plans called out in section 6.
Internal information provided as sales tools to the sales force:
Sales guides
Data sheets
Scripted presentations
Educational seminars
External communication items such as
Press releases
Product announcements.
Client case studies

9.    Monitoring and Evaluating Results
Success Metrics
How will the marketing team judge whether the marketing efforts are yielding the desired results? Establish goals such as number of leads to get from the first trade show above. The team can also think through next steps if the initial efforts don’t yield desired results. For instance, if the first trade show doesn’t yield the desired number of good sales leads, how will the team be able to judge what might not have worked, so the program can be tweaked before the next show?
Progress Reports
How will Marketing report progress and results to executives and others who need to know? Define frequency of status reporting, what information will be reported, etc.
In general, this reporting should show results for each marketing effort, linked back to overall goals of the marketing program. See the example on the following page
(continued on next page)
Marketing Plan Outline (continued)
Monitoring and Evaluating Results (continued)

Example excerpts from a Marketing Plan Progress Report/> Target segment Strategy  Tactic  Success metric: Results to date
New customers in industry X Trade shows and conferences to raise awareness of our entry to this market Trade show X
Conference Y 200 qualified leads from booth
10 leads from talk At least 150 are well qualified
Only 5 customer leads, but one opinion leader who is interested in our offering and could get us more exposure
Summary of Marketing Results to-date vs. Overall Goals:
e.g., “So far we have achieved our penetration target for segment X, having gained the 10 new customers we wanted for this quarter.
“However, we are experiencing difficulty achieving overall sales growth targets, because the leads generated from our marketing programs for segment Y have been less than what we targeted.”
(and then fill in what actions the team will take next)



51due留学教育原创版权郑重声明:原创留学生作业代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。


51due为留学生提供最好的服务,亲们可以进入了解和获取更多essay代写范文 提供美国作业代写以及essay代写服务,详情可以咨询我们的客服QQ:800020041-JH


上一篇:Amerikanisierung der Welt 下一篇:能源燃料对气候的影响--Essay代写范文