指导澳洲essay：Every Organization Needs a Good Marketing_澳洲essay_ESSAY

导读：本文是澳洲留学生essay作业范文，本文将集中讨论营销计划对公司的意义，以及它的每个部分是如何工作的。

This article will focus on the significance of marketing plan to the company and how each part of it works.

2011年11月下旬，美国蔬菜种植者请电子通讯的读者谈谈他们的营销计划。只有13%-15%的人回答说他们对自己的营销计划很满意。三分之一的人表示他们希望改进计划，而超过20%的人表示他们没有营销计划（vanvranken，2012年）。现在的世界里，竞争对手可以感知并快速模拟他人在产品、服务、定价等方面的进步。作为一种将产品或服务与竞争对手的产品或服务区分开来的方式，沟通比以前更为重要。在这方面，客户和供应商之间的对话是非常必要的。对话是市场营销（Reese，1996）。市场营销一直受到高度重视。即使在我们生活的高科技世界里，通常也不是技术，而是市场营销才是公司成功的源泉（Zigmont，1999）。营销计划对公司的发展起着重要作用。
In late Nov 2011, American Vegetable Grower asked its readers of the E-newsletter to talk about their marketing plan. Just 13% - 15% replied that they were content with the marketing plan they held. A third of them indicated that they want to improve the plan while over 20% showed that they have no marketing plans (VanVranken, 2012). Now it is in a world where competitors can perceive and rapidly simulate others’ advancements in products, services, pricing and anything. Communication is more and more important than before as a way of distinguish your products or services from those of your competitors. In this regard, a dialog between customer and supplier is needed extremely. And the dialog is marketing (Reese, 1996). Marketing has been thought highly all the time. Even in the high technology world we live in, it is usually not the tech but the marketing that leads to the success of a company (Zigmont, 1999). A marketing plan plays an important role in a company’s development.

营销计划的定义

The definition of a marketing plan

策划是一个预见后续事件并决定策略以实现公司未来目标的过程，而营销策划涉及到设计与营销目标和不断变化的营销环境相关的活动（Huiling，2009年，第6页）。根据Delaney（1994），为了提高效率，营销计划必须是书面文件，作为营销人员营销活动的指南，以及推动公司在营销领域向前发展的燃料和方向。卡尔金斯（2009）在他的论文中说，营销不是艺术，也不是哲学。营销是一个过程，营销计划是一个工具。营销计划是企业实现盈利和成功的重要工具。

Planning is a procedure of foreseeing subsequent events and deciding tactics to accomplish companies’ targets for the days to come and Marketing planning relates to devising campaigns related to marketing objectives and the changing marketing environment (Huiling, 2009, p.6). According to Delaney (1994), in order to be efficient, marketing plans must be written documents which serve as guidebooks of marketing campaigns for the marketers and the fuel and direction that drives a company forward in the marketing area. Calkins (2009) said in his paper that marketing is not art, and is not philosophy. Marketing is a process and the marketing plan is a tool. Marketing plan is an important tool for an organization to realize its profitability and achieve success.

商业计划和营销计划的区别。

The differences between a business plan and a marketing plan.

营销计划不同于商业计划。Reiboldt（1999）认为，商业计划为公司提供了一个蓝图，以完成一系列目标，如营销其产品或服务、招聘新员工或计划预算。商业计划书涵盖了很多东西，包括营销部分。而一个营销计划可以更加精确，集中在一个较小的领域。Delaney（1994）提出了营销计划是商业计划开始时的关键部分。

Marketing plans are different from Business Plans. Reiboldt (1999) established that a business plan provide a company with a blueprint to finish a series of goals such as marketing its products or services, recruiting new employees, or planning a budget. A business plan covers a lot of things including marketing part. While a marketing plan can be more precise and focuses on a smaller area. And Delaney (1994) came up with that the marketing plan is a critical part of a business plan when starting out.

由于营销计划具有确保目标和确定完成所需行动的特点，因此它们为比较实际绩效和预期绩效提供了基础。营销是重要的，也是昂贵和复杂的商业活动。书面营销计划可以成为雇主和雇员在同一方向上共同努力的一个好工具。市场营销计划用于检查市场营销环境和企业内部运作（汇灵，2009年，第6页）。只要确定营销计划，就可以作为公司未来的参考书。

As marketing plans have the characteristic of ensuring objectives and determining the actions needed to accomplish, they offer the basis to compare actual and expected performance. Marketing is important as well as expensive and complex business activities. The written marketing plans can be a good tool for employers and employees to make common efforts in the same direction. Marketing plans are used for examining the marketing environment as well as the inner workings of the business (Huiling, 2009, p.6). As long as the marketing plan is determined, it works as a reference book for the future of the company.

大多数企业都需要书面的营销计划，如果口头沟通，许多关于任务和活动实施的细节可能会丢失。一个成功的营销计划通常包括这些要素——a.商业使命，b.目标c.情景回顾（或情景分析，包括SWOT（优势、劣势、机会、威胁）分析），d.目标市场e.营销策略（营销组合的组成部分）f.实施g.评估和控制。营销计划可能以多种方式出现。尽管对营销计划的基本要素有许多其他类型的陈述，但它们在某种程度上是一致的。无论其结构有多不同，它们都将包括四个关键要素：公司目标的简要总结、实现这些目标的几种方法、实施工作所需的资源列表以及跟踪进展和评估成功的简单系统（Paterson，1997年）。

Most business need written marketing plans for that if communicating orally, many details about the implementation of tasks and activities can be lost. A successful marketing plan usually includes these elements – a. business mission, b. objectives c. situational review (or situation analysis including SWOT (strengths, weakness, opportunities, threats) analysis), d. target market e. marketing strategies (components of the marketing mix) f. implementation g. evaluation and controls. A marketing plan may appear in a variety of ways. Even though there can be many other kinds of statements about the basic elements of a marketing plan, they can be consistent in some way. No matter how different their structures are, they will include four key ingredients: the brief summary of a company’s objectives, several methods to accomplish these objectives, a list of resources required to implement the work, and a simple system to track progress and evaluate success (Paterson, 1997).