產品行銷規劃流程. 主講人：張愛華 博士. Marketing Planning “When one does not know what harbor one is seeking, no wind is the right one.” “Plans are nothing. Planning is everything.” “I liked having planned; I learned a lot about my business. But, I didn’t like doing the planning. It was difficult”.
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“When one does not know what harbor one is seeking, no wind is the right one.”
“Plans are nothing. Planning is everything.”
“I liked having planned; I learned a lot about my business. But, I didn’t like doing the planning. It was difficult”
A Marketing Plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period.
1. To define the current situation
2. To define problems and opportunities
3. To establish objectives
4. To define the strategies and programs
5. To pinpoint responsibility for achieving
6. To encourage careful and disciplined thinking
7. To establish a customer-competitor orientation
I. Executive summary
II. Background assessment:
A. Historical appraisal
B. Situation analysis
C. Planning assumptions
III. Marketing objectives
IV. Marketing strategy
V. Marketing programs
VI. Financial documents
VII. Monitors and controls
VIII. Contingency Plans