Marketing Planning Made Simple - Another Small Business Power Tool营销策划作了简单-另一个小企业的电动工具

Water into Wine No Water Into 3 times more potent than gasoline. 水变成酒没有水的3倍更有效比汽油。
This article shows how I was thoroughly laughed at by my friends when I told them cars would run on water...本文介绍了如何我是彻底地笑了我的朋友们时，我告诉他们，车将运行在水... but guess who's laughing now.但猜测谁是笑了。

Article source: http://www.articlefeeder.com/ . 文章来源： http://www.articlefeeder.com/ 。 Used with author's permission. 用作者的许可。

Marketing planning must be really difficult and complex, otherwise why would there be so many books written on the subject … right?营销规划必须非常困难和复杂的，否则为什么会有这么多书关于这个问题的...对不对？

Well, I'm just enough of a skeptic to believe that many of these books were designed more to make money for their publishers and authors than to make marketing planning simple and understandable.好吧，我只是足够的怀疑论者认为，其中的许多书籍，设计更赚钱的出版商和作者比作简单的营销规划和可以理解的。

I spent more than 30 years working with very successful small business people who never wrote a single marketing plan.我花了超过30年的工作非常成功的小型企业的人从来没有谁写了单一的营销计划。 Why didn't they need complex, 100-page marketing plans chock full of statistics, charts and graphs like the experts recommend?为什么没有他们需要复杂的， 100页的营销计划楔子充分的统计数据，图表等专家建议？ It's because they knew exactly where they wanted to take their companies and how to get them there and they were universally successful.这是因为他们知道正是他们希望他们的公司，以及如何让他们有他们普遍成功。

The fact is they basically carried their product "marketing plans" around in their heads.事实是，他们基本上是他们的产品进行“营销计划”围绕在他们头上。 That's how simple marketing planning can be.这是多么简单的营销规划可以。 In fact, if you strip marketing planning down to its most basic elements, you could just about write your plan on the back of a napkin.事实上，如果你带的营销规划到其最基本的要素，你可以只是写你的计划的背面餐巾。

Okay, that might be a bit of an oversimplification, but let's look at the six basic things you need to know for successful marketing planning.好吧，这可能是有点过于简单化，但是让我们看看六个基本的东西，你需要知道的成功的营销规划。

1. 1 。 The situation.这种状况。 Is this a new or existing product or service?这是新的或现有的产品或服务？ If it has competition, how is it better than the competition?如果有竞争，是如何优于竞争？ Bigger?做大？ Lasts longer?持续更长？ Easier to use?更容易使用？ Offers more features?提供更多的功能？ Priced better?价格更好？ You should be able to sum up your situation in a couple of sentences.您应该能够总结您的情况在一对夫妇判刑。 If not, maybe you don't really understand the situation.如果不是这样，也许你并不真正了解情况。

2. 2 。 The market.市场。 How big is the market for your product or service?究竟有多大的市场您的产品或服务？ This can be defined in terms of total dollars, number of units sold or any other quantifiable number.这可以被界定方面的总美元，一些单位出售或任何其他可量化的数字。 The important thing is to know the size of your market because only by knowing this can you define a marketing objective.最重要的是知道的大小市场，因为只有知道这个你能确定营销目标。 You also need to define what the market looks like -- Males, age 25-45?您还需要界定什么是市场看起来像-男性，年龄2 5-45？ Soccer Moms?足球妈妈？ Working mothers?有工作的母亲？ Seniors?老人？ Childless couples?无子女的夫妇？ A market isn't just numbers, it's people. A股市场不仅是数字，它的人民。 And it's important to understand where they are economically, what's important to them, and what problems you can help them solve.而且重要的是要了解他们在经济上，有什么重要的是他们，什么问题你可以帮助他们解决。

3. 3 。 Strategy.战略。 Now that you have defined your situation and your market, it should be easy to develop a marketing strategy.现在您已经确定您的具体情况和你的市场，它应该可以很容易地制定一个营销策略。 For example, if your product is footless, control top panty hose, your strategy might be to "focus sales efforts on figure-conscience women age 34-45 during the spring and summer months."例如，如果您的产品是footless ，控制顶端茶水软管，您的战略可能是“集中精力销售数字，良心34-45岁的妇女在春季和夏季几个月。 ”

4. 4 。 Tactics.策略。 If "strategy" is what you intend to do, "tactics" is what you need to do to accomplish it.如果“战略”就是你打算这样做， “战术”是你需要做的来完成它。 In the case of the strategy example above, the tactics might be:对于上述例子战略，战术可能是：

- Begin sales efforts against distributors by Feb. 1 -销售的努力开始对经销商的2月1日

- Have products in distribution pipeline by March 1 for delivery to retailers no later than April 1. -有产品在销售管道的3月1日交付给零售商不迟于4月1日。

- Begin concentrated radio advertising in 12 key markets by April 15 …and so on -开始广播广告集中在1 2个主要市场的4月1 5日. ..等等

5. 5 。 Objective(s).目的（星期日） 。 You can frame your objectives any way you want but you have to assign a number and a date.您可以您的目标范围内任何方式您想要但你必须指定一个号码和日期。 It's no enough to say, "Successfully introduce the new product by year's end."它没有足够的说， “成功推出新的产品到今年年底。 ” In the immortal words of Yogi Berra, "If you don't know where you're going, you might end up somewhere else."在不朽的话瑜珈Berra ， “如果你不知道你会，你可能最终别的地方去。 ” If you don't include a number and a time, you will never know whether or not you were really successful.如果您不包括数量和时间，你将永远不知道你是否真的成功。 Write objectives like "sell 5,000 units by December 31."收件目标，如“销售5000辆12月31日。 ” Then, on January 1, you can count sales and determine how successful you were.然后，在1月1日起，你可以指望的销售和确定如何成功的你。 Best case, you will find you sold 5,000 or more units and will know your marketing planning was right on.最好的情况下，你会发现你卖出5000或更多的单位和会知道您的营销规划是正确的。 And if you didn't meet the objective?如果你没有达到目标？ You should be able to at least learn a lesson and do better next time.您应该能够至少从中汲取教训，并做得更好。

6. 6 。 Budgeting.预算编制方法。 The final thing you need to consider is how much money you can spend to meet your objective.最后你需要考虑的是多少钱可以花，以满足您的目标。 The best way to do this is break down your budgeting by tactics.最好的办法就是打破你的预算的战术。 If you need to reach 100,000 women to sell 10,000 units of your product, do you have the money to do this - in terms or radio, newspaper, TV or direct mail?如果您需要的妇女达到100000销售10000辆的产品，你有没有钱做到这一点-在条款或广播，报纸，电视或直接邮寄吗？ Do you need collateral materials such as brochures or in-store displays?你需要担保的材料，如小册子或商店展示？ How much will these things cost?多少钱这些东西的成本？ Depending on your product or service, you may also have to hire a PR firm or an advertising agency.根据您的产品或服务，您还可以聘请公关公司或广告代理公司。 Be sure to budget for this expense.一定要预算这笔费用。

Can you add more elements to your planning?您可以添加更多的内容到您的规划？ Of course.当然。 Just go buy one of these marketing textbooks and you'll find pages and pages of information that could be incorporated into your plan.只要购买其中的一个营销的教科书，你会发现网页和网页的信息，可以纳入你的计划。 The point here is that maybe you don't have to make your marketing planning a huge and laborious project.这里的要点是，也许你没有让您的营销规划了巨大而艰苦的项目。 Do what many of my clients have done - keep it simple, something you can just carry around in your head if that's your style.做我的许多客户已经做-保持简单，你只要随身携带在你的脑袋，如果这是你的风格。 The important things are your situation, your market, your strategy and tactics, your objective and your budget.最重要的事情是您的情况下，你的市场，你的战略和战术，你的目标和您的预算。 Know these things and you're well on your way to success.知道这些事情，你以及您的成功之道。

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