1.11 : 营销计划

Marketing requires strategic planning, which includes two elements - a marketing strategy and a marketing plan.

A marketing strategy is the overall game plan. It is the big picture that outlines the marketing goals, target audience, and how it plans to reach them.

Conversely, a marketing plan is a roadmap to achieve the marketing strategy.

It includes planning, implementation, and control phases.

In the planning phase, the business mission and objectives are defined, and opportunities and threats are identified through situation analysis.

The implementation phase involves identifying and evaluating opportunities for profitability through segmentation, targeting, and positioning, as well as implementing a Marketing Mix, which requires allocating resources for product, price, place, and promotion decisions.

Finally, the control phase evaluates performance using Marketing metrics

A great marketing plan gives the strategy a practical shape. It should be adaptable, customer-focused, and goal-oriented.

Overall, a well-executed marketing plan helps businesses to differentiate by allocating resources effectively, tracking progress, and making necessary adjustments to stay on course.