What does marketing planning mainly do?

What does marketing planning mainly do? Marketing planning mainly does the following work:

Marketing planning is based on the existing marketing situation of enterprises, with the help of scientific methods and innovative thinking, to change the current situation of enterprises, achieve marketing goals, and make strategic decisions and guidance for the future marketing development of enterprises, which is forward-looking, overall, innovative and systematic. Marketing planning is applicable to any product, including intangible services. It requires enterprises to make corresponding plans according to the changes of market environment and their own resources in order to improve product sales and obtain profits. The content of marketing planning includes four aspects: market analysis, product innovation, marketing strategy design and marketing combination 4P strategy.

What do the marketing planning of educational media companies mainly do: campus activity promotion, corporate campus brand marketing, and university activity planning.

The whole campus communication service system includes campus marketing plan planning, activity execution, creative design and campus media integration and release.

What does marketing planning do? Serving the enterprise is equivalent to planning, but more flexible than planning ... a promising career.

What is marketing planning? Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.

Learn more about marketing and get to know it. ...

Based on the accurate analysis of the enterprise's internal environment and the effective utilization of business resources, the behavior guidelines, objectives, strategies, implementation plans and specific measures of the enterprise's marketing activities in a certain period of time are designed and planned. Marketing planning is a kind of marketing activity and rational behavior using wisdom and strategy. Marketing planning is a rational thinking activity with the help of scientific methods and innovative thinking to change the current situation of enterprises, achieve ideal goals, analyze and study innovative designs, and formulate marketing plans. Concept interpretation: marketing planning, we must first determine the marketing concept, and then plan on the basis of the marketing concept. Marketing planning is to design and plan the products, services, ideas, prices, channels and promotions of the enterprise according to the marketing objectives of the enterprise and to meet the needs and desires of consumers, so as to realize the exchange process between individuals and organizations. Marketing planning is based on the existing marketing situation of enterprises, with the help of scientific methods and innovative thinking, to change the current situation of enterprises, achieve marketing goals, and make strategic decisions and guidance for the future marketing development of enterprises, which is forward-looking, overall, innovative and systematic. Marketing planning is applicable to any product, including intangible services. It requires enterprises to make corresponding plans according to the changes of market environment and their own resources in order to improve product sales and obtain profits. The content of marketing planning includes four aspects: market segmentation, product innovation, marketing strategy design and marketing combination 4P strategy. Professor Weng Xiangdong, a famous marketing strategist, has unique views on marketing planning. He pointed out that the essence of marketing is to create the highest perceived value and customer delivered value at the lowest cost, which is right, pointing directly to the essence of marketing planning, because only by creating higher customer delivered value can marketing performance continue to grow. It can be said that whether it can bring higher delivered value to customers is the main criterion to measure the level of marketing planning scheme. Steps of marketing planning: Marketing planning includes six steps: scenario analysis, objectives, strategy, tactics, budget and control. 1. Scenario analysis: Enterprises should first make clear all kinds of macro forces (economy, politics/law, society/culture, technology) in their environment, as well as insiders, competitors, distributors and suppliers. Enterprises can conduct SWOT analysis (strengths, weaknesses, opportunities, threats). However, this analysis method should be modified to TOWS analysis (threats, opportunities, weaknesses, strengths), because the order of analytical thinking should be from the outside to the inside, not from the inside out. SWOT analysis may pay too much attention to internal factors and mislead enterprises to selectively identify external threats and opportunities according to their own advantages. This step should also include the main problems faced by all departments of the company. 2. Objectives: For the best opportunities confirmed in the scenario analysis, enterprises should rank them, and then use this as a starting point to define the target market, set targets and complete the timetable. Enterprises also need to set goals for stakeholders, corporate reputation, technology and other related aspects. For example, Haier's corporate slogan is sincere service forever, and the sound of Buddha makes the transmission simpler and more energy-saving. 3. Strategy: There are many ways to achieve any goal, and the task of strategy is to choose the most effective way of action to achieve the goal. 4. Tactics: The strategy is fully developed into details, including the schedules and tasks of 4Ps and personnel in various departments. 5. Budget: the cost of actions and activities planned by the enterprise to achieve its goals. 6. Control: The enterprise must make inspection time and measures to find out the completion of the plan in time.

Marketing planning homework (1) Dude, you study marketing. Don't make such a simple question on the Internet. Let's take a look at Philips-kotler's marketing! Very helpful to you, and very comprehensive!

Network marketing planning will be distributed directly in some single pages, different regions and corresponding branches.

Marketing planning is mainly manifested as meticulous, gorgeous and persuasive.

The significance of marketing planning lies in its positioning. The so-called functionality is generally involved in office buildings, shops, hotels and apartments. With the modernization of office and business activities, users require not only an office space, but also modern office facilities, business activities and the development potential of commercial buildings. Therefore, when selling office buildings, apartments and other properties, functions become more and more important. Internationally, office buildings are divided into 3A, 5A and intelligent buildings, which have become an important selling point of office buildings. However, each country has its own different standards. Generally speaking, 5A refers to communication, management, office, fire protection and security automation. If the office building is not fully functional, it will be difficult to start the market. Jing Rui Tower in Beijing and Zhong Fang Tower in Guangzhou developed by Zhong Fang Group emphasize 5A level when they are sold in Hong Kong and China. At that time, foreign businessmen were surprised that there were 5A-class office buildings in Chinese mainland. With the maturity of consumers, there is a higher demand for housing. Housing should not only meet the basic functions of consumers' living and rest, but also attract consumers with beautiful appearance, complete supporting facilities, reasonable indoor layout, convenient and comfortable living, wide living area and good lighting, which also provides conditions for their intellectual development.

3) Exclusive positioning. At present, the market situation of shops is oversupply, and the scale of small vendors is not large. The development of shopping malls has launched commercial positioning, that is, the property is first set as the center of clothing, shoes, computers, communication equipment and so on. And the developer designs the business direction, and then cuts the sales, which eliminates the concern that customers don't know what to do after buying it, or want to do some business without a big environment. Because it can meet the requirements of some customers and create an overall business atmosphere, it can attract more buyers.

4) Symbolic positioning. Due to the different consumption levels, many buildings have formed noble residential areas, "noble" residential areas, ordinary residential areas and so on through natural selection of value orientation. Real estate developers can use the method of forming property grades to give certain identity characteristics to the class living in the community-symbolic positioning. For example, Hong Kong's Mid-Levels, Guangzhou's Jincheng, Mingyuan Garden, Baiyun Fort, Country Garden, Beijing's Longyuan Villa, and the United States' Beverly Hills. As a result of this natural selection, developers have created a symbolic group that can realize their sense of belonging, honor and pride through buying and living.

Here is a sample marketing plan for your reference. The structure of a complete marketing plan is divided into three parts: one is the market analysis of the product, and the other is the text of the plan. The third is the effect prediction, that is, the feasibility and operability of the scheme.

(A) Analysis of market conditions

To understand the size of the whole market and the comparison between ourselves and the enemy, the market analysis must include the following 13 items:

(1) The scale of the whole product on the market at present.

(2) Comparative analysis of sales volume and sales volume of competitive brands.

(3) Comparative analysis of market share of competitive brands.

(4) Market target analysis of consumers' age, gender, occupation, education level, income and family structure.

(5) Comparative analysis of advantages and disadvantages of competitive brands.

(6) Comparative analysis of market regions and product positioning of competitive brands.

(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.

(8) Comparative analysis of promotional activities of competitive brands.

(9) Comparative analysis of public relations activities of competitive brands.

(10) Comparative analysis of pricing strategies of competitive brands.

(1 1) Comparative analysis of sales channels of competitive brands.

(12) Analysis of financial gains and losses of the company's products in recent years.

(13) Comparative analysis of the advantages and disadvantages of the company's products and competitive brands.

(2) the text of the plan

The text of an overall marketing plan consists of seven major items, which are briefly described as follows.

(1) product launch policy

Before drawing up the planning case, the planner must communicate with the company's top leadership on the company's future business principles and strategies in depth and in detail to determine the company's main principles and policies. Both parties shall discuss the following details:

1。 Determine the target market and product positioning.

2。 Is the sales goal to expand market share or pursue profit?

3。 Formulate a price policy.

4。 Determine the sales method.

5。 Advertising performance and advertising budget.

6。 Key points and principles of promotion activities.

7。 The emphases and principles of public relations activities.

(2) the product sales target of the enterprise

The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year).

The quantification of sales targets has the following advantages:

It provides a basis for testing the success or failure of the whole marketing planning case.

Provide a basis for evaluating work performance goals.

Provide a basis for formulating the next sales target.

(3) product promotion plan

The purpose of the planner's promotion plan is to help achieve the sales target. The promotion plan includes three parts: objectives, strategies and detailed plans.

① target

The plan must clearly state the expected promotion objectives in order to achieve the sales objectives of the whole marketing plan. Generally, it can be divided into long-term, medium-term and short-term plans.

② strategy

After deciding the goal of the promotion plan, the next step is to work out the strategy to achieve this goal. The strategies of promotion plan include advertising strategy, distribution channel utilization strategy, promotion price activity strategy and public relations activity strategy.

Advertising strategy: according to product positioning and target consumer groups, determine the theme of policy performance, and use newspapers, magazines, television, radio, leaflets, outdoor advertisements, etc. What kind of media do you want to choose? What is the proportion of each? What is the audio-visual rate and contact rate of advertisements? Let the characteristics and selling points of the products be deeply rooted in the hearts of the people.

Distribution channel strategy: At present, there are many kinds of distribution channels, and enterprises should choose the right channel according to their own needs and possibilities. Generally, it can be divided into two parts: dealers and terminals, and other forms of intermediary agents. In the choice, we follow the main principle of "targeted" and make full use of the company's limited resources and strength.

Promotion price strategy: the object of promotion, various ways of promotion activities, and what is the desired effect of adopting various promotion activities.

Strategy of public relations activities: the target of public relations, various ways of public relations activities, and what is the purpose of holding various public relations activities.

③ Detailed plan

Explain the implementation details of each strategy in detail.

Advertising performance planning: the design of newspaper and magazine advertising draft (title, text, pattern), TV advertising creative script, broadcast draft, etc.

Media use plan: choose popular or professional newspapers and magazines, as well as publication date and page size; Time and frequency of TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost of advertising information per thousand people) should also be considered.

Promotion plan: including commodity procurement and exhibition, exhibition, demonstration, lucky draw, giving away samples, tasting, discount, etc.

Public relations activities plan: including shareholders' meeting, issuing company press releases, company internal publications, staff association, love activities, contacting the media, etc.

(4) Market research plan

Market research is a very important content in marketing planning. Because market information and information obtained from market research are important basis for making marketing plan. In addition, most of the 12 data in the first part of market analysis mentioned above can be obtained through market research, which also shows the importance of market research.

However, market research is often ignored by senior leaders and planners. Many enterprises spend a lot of money on advertising every year without paying attention to market research. This misconception must be changed as soon as possible.

Like the promotion plan, market research also includes three major items: objectives, strategies and detailed plans.

(5) Sales management plan

If marketing planning is regarded as a joint operation of land, sea and air, then the sales target is the purpose of landing. The market research plan is responsible for providing information, the promotion plan is under the cover of the navy and air force, and the sales management plan is the action of the army. With the effective support of information and the cover of powerful navy and air force, it is still necessary to lead troops to attack the city and plunder the land in order to achieve a decisive victory. Therefore, the importance of sales management plan is self-evident. Sales management plan includes sales supervisor and staff, sales plan, selection and training of sales personnel, and salary system (salary and bonus) to motivate sales personnel and salesmen.

(6) Financial profit and loss forecast

The sales target that any marketing plan hopes to achieve is actually to realize profits, and profit and loss prediction is to predict the pre-tax profits of products in advance. As long as the expected total sales of the product is subtracted from the sales cost, marketing expenses (distribution expenses plus management expenses) and promotion expenses, the pre-tax profit of the product can be obtained.

(7) Feasibility and operability analysis of the scheme.

This is a further process of implementing the planned policies. In a sense, it is an "outpost" for the implementation of the plan. On the one hand, the feasibility and operability of the whole plan are analyzed in the early stage, on the other hand, it paves the way for the necessary follow-up supervision. This also determines whether the scheme is finally adopted.