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個人反思論文Individual Reflective Essay

時間:2016-02-18 09:57來源:livesitehelp.com 作者:anne 點擊:
本論文的重點是營銷規劃,其結構和要素,這些要素之間的聯系和相關假設的營銷策劃的以下問題。
1. Introduction介紹
 
The present paper is focused on the following issues related to marketing planning, such as the role of marketing plan, its structure and elements, links between these elements and related assumptions.

2. Role and Nature of marketing plan營銷計劃的作用和性質

學監(2000)指出,系統的方法來規劃和實施營銷策略時需要從任何組織,計劃得到最好的機會。因此,很顯然,營銷計劃作為一個高潮的分析營銷機會是必要的。營銷策劃的基礎是營銷環境分析,也有機會分析。
notes that systematic approach to planning and implementing marketing strategies is required from any organization that plans to get the best out of opportunities presented. Therefore, it is clear that the marketing plan as a culmination of the analysis of marketing opportunities is needed. There are two elements of the marketing plan that serve as the basis for it: marketing environment analysis and also the analysis of opportunities.
2.1. The relationship between a marketing plan and a business plan一個營銷計劃和一個商業計劃之間的關系
必須強調的是,營銷計劃被認為是組織戰略經營計劃的必然組成部分。因此,企業計劃顯示的目標和組織的目標,并介紹了所需的政策和方案,要實現戰略目標。根據普氏(2000),商業計劃書顯示的公司經營的業務,說明應完成的,因此,財務目標,指定收入的方式應該在不同的營銷方案生成和顯示不同的成本可獲得上述目標發生。市場營銷計劃在營銷策略上做同樣的事情。它的目的是回答同樣的問題,我們現在在哪里?“我們要去哪里?”“我們的資源是如何組織起來實現目標的?”'
金棕色(1999)認為,市場營銷計劃的主要目的是團隊的協調努力,所有的資源,包括金融機構、時間和營銷努力用具所定義。這些綜合的綜合努力應該導致公司的預期結果。Proctor (2000) It has to be emphasized that the marketing plan is regarded as the inevitable part of an organization’s strategic business plan. Thus, business plan shows the objectives and goals of the organization and introduces the policies that are needed and the programs that have to be implemented to achieve strategic goals.  According to Proctor (2000), business plan reveals the business which the firm operates in, indicating the financial objectives which should be accomplished, thus, specifying the ways revenues should be generated in different marketing programs and shows different costs which are to be incurred in obtaining the mentioned objectives. Marketing plan does the same things in terms of marketing strategy.  It is designed to answer the same questions ‘where are we now?’, ‘where do we want to go?’ and ‘how should our resources be organized to achieve goals?’
Ruskin-Brown (1999) claims that the major purpose of marketing plan is the coordination of team efforts, organization of all resources, including finance, defining of time and place of the marketing efforts appliance.  These overall combined efforts should lead to the desired result for the company.
2.2. Typical structure of marketing plan
Marketing strategies are subordinate of business strategies, for instance if the strategic goals of organization are Industry leadership and building of global presence the respective marketing objectives in this case may be gaining of specific Market share, building maximum brand loyalty and keeping price leadership. It is a rule that the majority of marketing goals have to be established by region, district and sales person’s territory. (Ruskin-Brown, 1999)
Marketing plan is the final step of the marketing strategy planning. It is a tool for identification and systematic work. With the exception of advertising and certain expense items, goals need to be established by region, district and sales person’s territory. Territory goals should be undertaken jointly by the sales person and his or her manager. (Paley, 2005)
At the next stage, strategy selection and tactics feature predominantly. Strategy selection involves working out the best way to attain specific objectives. Tactics appertain to the specific action that must be taken, by whom it should be taken, when and within what constraints. Taken together they specify how the plan is to be put into effect. (Proctor, 2000)
Control procedures are incorporated into a plan and are concerned with specifying those measures in the organization which have to be monitored to assess how well a plan is succeeding. Interesting to mention, control not only sets the standards and forms both results and the activities, but also compares the gained measurements with the existing standards, and reports variances between the measurements and the standards. This enables a plan to be kept on course and facilitates the kind of decisions that need to be made with regard to modifying the original plan if need arises. (Proctor, 2000) (責任編輯:anne)
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