/### 날짜 : 2023-11-21 22:10 ### 주제 : 4.1 Marketing Planning Process #마케팅 #공부 ---- ### 4.1 Marketing Planning Process The marketing planning process is a systematic approach that organizations use to develop and implement effective marketing strategies. It involves several key steps that guide decision-making and ensure that marketing efforts align with organizational objectives. Here's a closer look at the components of the marketing planning process: #### **Situation Analysis** **SWOT Analysis:** - SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It's a tool used to assess the internal and external factors that can impact a business. - Strengths and weaknesses are internal factors, such as a company's resources, capabilities, and market position. - Opportunities and threats are external factors, including market trends, competition, and regulatory changes. - SWOT analysis helps organizations identify areas where they excel and areas that need improvement. **PESTEL Analysis:** - PESTEL is an acronym for Political, Economic, Social, Technological, Environmental, and Legal factors. - PESTEL analysis examines the macro-environmental factors that can influence a business. - It helps organizations anticipate and respond to changes in the external environment, such as shifts in consumer behavior, economic conditions, or government policies. #### **Market Segmentation** Market segmentation is the process of dividing a broader market into smaller, more manageable segments based on shared characteristics and needs. Key considerations in market segmentation include: - **Demographic Segmentation:** Dividing the market based on age, gender, income, education, and other demographic variables. - **Psychographic Segmentation:** Segmenting by lifestyle, values, attitudes, and psychographic traits. - **Behavioral Segmentation:** Grouping customers based on their purchasing behavior, such as loyalty, usage frequency, and brand preferences. - **Geographic Segmentation:** Segmenting by geographic location, such as region, city, or country. Segmentation helps organizations target their marketing efforts more effectively by tailoring products, services, and messaging to the specific needs and preferences of each segment. #### **Target Market Identification** Once segments are defined, organizations select one or more target markets to focus their marketing efforts. This involves evaluating the attractiveness and feasibility of each segment and choosing those that align with the organization's objectives and resources. #### **Setting Marketing Objectives and Goals** Marketing objectives are specific, measurable, and time-bound goals that guide marketing efforts. These objectives should align with the overall strategic goals of the organization. Common marketing objectives include: - Increasing market share - Growing sales revenue - Expanding into new markets - Enhancing brand awareness - Improving customer retention - Launching new products or services Setting clear objectives provides a roadmap for marketing activities and helps measure their success. The marketing planning process is a dynamic and iterative one, with organizations revisiting and adjusting their plans as market conditions evolve. It serves as the foundation for developing marketing strategies and campaigns that are well-informed, targeted, and effective. ### 출처(참고문헌) - ### 연결문서 -