socialmediamarketing社群网路行销(编辑修改稿)

socialmediamarketing社群网路行销(编辑修改稿)内容摘要：

and act on? Does it municate its content clearly and practically? 2. Is the plan specific? Are its objectives concrete and measurable? Does it include specific actions and activities, each with specific dates of pletion, specific persons responsible, and specific budgets? 3. Is the plan realistic? Are the sales goals, expense budgets, and milestone dates realistic? Has a frank and honest selfcritique been conducted to raise possible concerns and objections? 4. Is the plan plete? Does it include all the necessary elements? Does it have the right breadth and depth? 11 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 4 Planning Activities 1. Defining the corporate mission 2. Establishing strategic business units 3. Assigning resources to each strategic business unit 4. Assessing growth opportunities 12 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 Google Mission To anize the world’s information and make it universally accessible and useful. 13 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 ProductOriented versus MarketingOriented Definitions of Business • Xerox: –We make copying equipment –We help improve office productivity 14 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 Business Unit StrategicPlanning Process 15 Source: Philip Kotler amp。 Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2020 Business Mission External environment (Opportunity amp。 Threat analysis) Internal environment (Strengths amp。 weakness analysis) Goal formulation Strategy formulation Program formulation Implementation Feedback and Control SWOT analysis Sample Marketing Plan • Executive Summary • Situat。