文档介绍：4-1Marketing PlanningMarketing Planning市场计划市场计划bybyPowerPoint byPowerPoint byXXXXXXXXXXUniversity of XXXXXUniversity of XXXXX4-2Business Unit Strategic Planning 业务战略计划??Feedback and ControlFeedback and Control反馈和控制反馈和控制4-3??The Value Delivery Sequence The Value Delivery Sequence 价值让渡过程价值让渡过程Figure 4-9: Two Views of the Value-Delivery 价值让渡过程的两种观点The Marketing Process营销过程4-4??Steps in the Planning ProcessSteps in the Planning Process计划过程中的程序计划过程中的程序??The marketing process The marketing process 营销程序营销程序??Analyzing Market OpportunitiesAnalyzing Market Opportunities分析市场机会分析市场机会??Developing Marketing StrategiesDeveloping Marketing Strategies开发营销战略开发营销战略??Planning Marketing Programs Planning Marketing Programs 计划营销方案计划营销方案??Managing the Marketing Effort Managing the Marketing Effort 管理营销努力管理营销努力??Annual-plan control Annual-plan control 年度计划控制年度计划控制??Profitability control Profitability control 盈利能力控制盈利能力控制??Strategic control Strategic control 战略控制战略控制The Marketing Process营销过程4-5Product Planning: The Nature and Contents of a Marketing Plan产品计划:营销计划的性质和内容??Contents of the Marketing PlanContents of the Marketing Plan营销计划的内容营销计划的内容??Executive Summary Executive Summary 执行概要执行概要??Current Marketing Situation Current Marketing Situation 当前营销状况当前营销状况??Opportunity and issue analysis Opportunity and issue analysis 机会和问题分析机会和问题分析??Objectives Objectives 目标目标??Marketing strategy Mar