(2) Defining the planning purpose is an extremely important step. If the purpose is not clear, the planning work cannot be targeted. Marketing planning has five main purposes.
1) political purpose.
2) Economic purpose.
3) cultural purpose.
4) Legal purpose.
5) social purpose.
When the purpose of the plan is clear, it is necessary to determine the specific goals according to it. Common marketing objectives are: market share, sales growth rate, profitability and so on. When determining specific goals, we should sort them according to their importance and urgency, and put the main goals first; Goals should be specific and quantitative.
(3) The design stage is the core of planning work, and the final written results of planning mainly come from this stage, which is also the main link to determine the quality of marketing planning. At this stage, the planned work usually needs the support of market research.
(4) Budget is the budget of the expenses needed to implement the planning scheme in order to achieve the marketing planning goal. This is an essential link and an important criterion for evaluating whether the marketing planning scheme is feasible.
(5) Before the marketing plan is implemented, it is necessary to predict the effect of the plan implementation. Through the prediction of the effect, we can check the pros and cons of marketing programs and find problems in time.
(6) Before the marketing plan is finalized, the plan should be inspected, and its economy, feasibility and other important parts should be inspected, and the deficiencies should be revised in time. At the same time, we should also communicate with the management, solicit their opinions and make final adjustments according to their opinions.
Extended data
On the Diversity of Marketing Planning and Design
There are many ways to create an enterprise. Commonly used methods are:
1, the experience of your own enterprise. In the long-term marketing activities, every enterprise has accumulated certain marketing experience, which is the intangible wealth of the enterprise. Draw lessons from the successful experience of previous marketing activities, analyze the current marketing environment and make new marketing planning schemes;
2. Learn from competitors. The competitors of enterprises, especially the competitors of market leaders, hold a lot of market information, and their activities are worth studying by enterprises. Careful analysis of competitors can not only find their weaknesses, but also use their experience to learn from others' strengths and make up for their own shortcomings.
3. innovation. Enterprises take new measures in product design, service mode, price, sales and promotion to make the marketing effect better.
Evaluation of various marketing activities is the basis of optimization. To evaluate the pros and cons of an activity plan, we generally compare it from the following aspects:
1, the expected income of the scheme, that is, comparing the marketing benefit targets of various schemes, such as profit indicators including sales profit rate, cost profit rate and total profit; Market development objectives include market share, the level and scope of the target market, etc.
2, the budget cost of the scheme, that is, compare the size of the input cost of each scheme, including fixed investment and floating cost.
Reference link? Baidu encyclopedia? Marketing design