Tự học marketing

Học Marketing thật đơn giản !

Marketing plan online

Internet Marketing Plan Outline

(Based on material presented in Roberts, Internet Marketing; Integrating Online and Offline Strategies)

iExecutive Summary (1 – 3 pages)

This should be the last section written, although placed at the front of the report. The purpose is to summarize the entire action plan in 1 – 3 pages in case one of the decision makers reads only this far.

I.  Overall Business Objectives

II.   Specific Marketing Objectives

III. Business Situation/SWOT Analysis

I     Internal Situation

              Performance Analysis

                Data on Programs of A Similar Nature, If Available

              Resource Availability and Allocation

        External Situation

              Markets

              Competitors

              Technological Infrastructure

              Value Chain

        Summary:  Strengths, Weaknesses, Opportunities, Threats

IV.  Marketing Problems and Opportunities

VI.  Identification of Target Market/Market SegmentsI

 VII.  Marketing Action Plans

        Product/Service

        Price

        Integrated Marketing Communications –

            Online and offline

            Customer Acquisition, Conversion and Retention Plans as appropriate based on

               objectives

        Distribution/Fulfillment

        Quality and Customer Service

        Technological Infrastructure and Data Requirements

VII.  Testing Plans, if appropriate

        Plan for Testing Critical Marketing or Program Variables –

        Plan for Usability Testing of Web Site –

VIII.  Evaluation Techniques

IX. Budget –

X.  Implementation Timetable

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