マーケティングおよび販売計画

A plan makes marketing testable

• A marketing plan 营销计划 sets a target customer, objective, offer, price, route to market, promotion, budget, and review date.
• A plan is a set of linked choices. Changing the price can change the target customer, the promotion needed, and the number of sales required.
• Start with one clear objective, not a page of attractive ideas.

A promotion can shout; it still needs the right person listening.

Sales need a route

• A sales forecast 销售预测 estimates how many units the business expects to sell over a period.
• It should use assumptions: expected customers, conversion rate, price, capacity, and season. An assumption can be tested and revised.
• Conversion rate 转化率 is the proportion of potential customers who take the desired action, such as buying after viewing an advert.

Spend where the customer will notice

• A promotional budget 促销预算 limits how much a business can spend to reach customers.
• Choose a channel because the target market uses it, not because it is fashionable. Track a measure such as enquiries, voucher use, or orders.
• A call to action 行动号召 tells a customer the next step: scan, book, visit, or order.