国际市场营销课程作业要求-Marketing Plan Outline(市场计划书目录)

国际市场营销课程essay要求-Marketing Plan Outline(市场计划书目录)

A）总摘要：完整的描述你要营销的产品，以及介绍本产品到国际市场的相关性信息。
        
B）背景形势分析

1）公司的目标和资源分析
a、公司背景
b、目标
c、资源
d、伦理与社会责任
e、公司的生命周期阶段
f、收集更多的公司信息

2）客户分析
a、了解更多关于客户和客户行为
   如市场人口，购买行为的过程中，和/或组织购买行为的客户信息
b、定义产品的市场
c、应用此信息的分割和目标
d、收集更多的客户信息

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 环境分析

1) Company analysis of objectives and resource 公司的目标和资源分析
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 客户分析
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 竞争市场分析
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  产品
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#分页标题#e#
c. Channels of distribution
 Number and type of wholesaler
 Number and type of retailer
 Coordination needed in the channel and logistics
   
3)Promotion 促销
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 定价
a. Pricing objectives
b. Customer price sensitivity
c. Customer value and value pricing
d. Pricing and the product life cycle