市场计划

MarketingPlanning市场计划byPowerPointbyXXXXXUniversityofXXXXXBusinessUnitStrategicPlanning业务战略计划FeedbackandControl反馈和控制TheValueDeliverySequence价值让渡过程TheMarketingProcess营销过程Figure4-9:TwoViewsoftheValue-DeliveryProcess图4.9价值让渡过程的两种观点StepsinthePlanningProcess计划过程中的程序Themarketingprocess营销程序AnalyzingMarketOpportunities分析市场机会DevelopingMarketingStrategies开发营销战略PlanningMarketingPrograms计划营销方案ManagingtheMarketingEffort管理营销努力Annual-plancontrol年度计划控制Profitabilitycontrol盈利能力控制Strategiccontrol战略控制TheMarketingProcess营销过程ProductPlanning:TheNatureandContentsofaMarketingPlan产品计划：营销计划的性质和内容ContentsoftheMarketingPlan营销计划的内容ExecutiveSummary执行概要CurrentMarketingSituation当前营销状况Opportunityandissueanalysis机会和问题分析Objectives目标Marketingstrategy营销战略Actionprograms行动方案Financialprojections财务目标Implementationcontrols执行控制SampleMarketingPlan:营销计划案例CurrentMarketingSi