Think of how much advertising you run into every day. Magazine ads, television, radio...in some places you'll even find advertising in bathroom stalls!

　　想一想你每天要看到多少?gòu)V告。雜志廣告，電視廣告，廣播廣告等等，甚至在有些地方的洗手間的墻上你都可以看到廣告。

　　You must make a marketing difference. You need a strategy. You have to be distinct.

　　你必須做一份與眾不同的營(yíng)銷(xiāo)計(jì)劃。你需要策劃好，有清楚的目標(biāo)。

　　So just how do you stand out from the competition? It's a long, well-thought out process. And it begins with your marketing plan.

　　那么，你該如何從激烈的競(jìng)爭(zhēng)中脫穎而出呢？這是一個(gè)長(zhǎng)遠(yuǎn)而又需要考慮周詳?shù)挠?jì)劃，并且是從你的營(yíng)銷(xiāo)計(jì)劃開(kāi)始的。

　　There are several key factors you must identify to make your marketing plan a strong one:

　　要想使你自己的營(yíng)銷(xiāo)計(jì)劃出色的話(huà)，以下幾點(diǎn)是必須考慮的關(guān)鍵：

　　1.Who are your potentialcustomers? 你的目標(biāo)客戶(hù)是什么樣的群體？

　　2.What's the most effective way to inform your potential customers?

　　哪種方式可以最有效的將信息傳達(dá)給你的目標(biāo)客戶(hù)？

　　3.What do your customers want?

　　你的客戶(hù)有什么樣的需求？

　　4.How can you position your product/service in an appealing manner?

　　你怎樣以一種吸引人的方式展現(xiàn)你的產(chǎn)品/服務(wù)？

　　5.Look closely at your target market. What's their age, sex, profession, income level, educational level and residence?

　　近距離觀察一下你的目標(biāo)市場(chǎng)。了解他們的年齡，性別，職業(yè)，收入水平，教育程度，以及居住地等。

　　If you're selling $70,000 vehicles, it really is a waste of time to target an audience who's making minimum wage. Sure, they may come by the dealership and test drive the car. But will they be able to afford the payments? It may sound like a cold way to approach your marketing strategy but, after all, you're in business to make money.

　　如果你向低薪人群推銷(xiāo)70,000美元的車(chē)，那樣做只是浪費(fèi)時(shí)間。當(dāng)然，他們可能會(huì)來(lái)汽車(chē)代理商店試車(chē)，但是他們負(fù)擔(dān)得起嗎？也許這聽(tīng)起來(lái)像是以一種冷酷的方式實(shí)現(xiàn)你的營(yíng)銷(xiāo)策略，但是你畢竟也只是想賺錢(qián)而已。

　　Learn all you can about your competitors:

　　盡可能多的了解你的競(jìng)爭(zhēng)對(duì)手：

　　1.Who are your nearest direct and indirect competitors?

　　離你最近的直接對(duì)手和間接對(duì)手是誰(shuí)？

　　2.What are their strengths and weaknesses?

　　他們的優(yōu)缺點(diǎn)是什么？

　　3.Analyze market research data.

　　分析市場(chǎng)調(diào)查數(shù)據(jù)。

　　Now compare your product/service to your competition:

　　接下來(lái)將你的產(chǎn)品/服務(wù)和你的競(jìng)爭(zhēng)對(duì)手對(duì)比一下：

　　1.Is there a demand for your product/service?

　　你的產(chǎn)品/服務(wù)是否有市場(chǎng)需求？

　　2.What are the similarities and differences between your product/service and the competition?

　　你和競(jìng)爭(zhēng)對(duì)手的產(chǎn)品/服務(wù)有什么相似點(diǎn)和不同點(diǎn)

　　3.Assessthe unique features of your product/service.

　　定位你產(chǎn)品的獨(dú)特特征。

　　Once you identify how your product/service is different, you can begin your description. Emphasize the special features.

　　一旦你確定了產(chǎn)品/服務(wù)的獨(dú)特性，你就可以制作產(chǎn)品描述了，突出其獨(dú)特性。

　　Hit your selling points. Is your product easier to use, faster, smaller, cheaper?

　　找到你的銷(xiāo)售點(diǎn)。你的產(chǎn)品是否容易使用，更快，更輕便，更便宜？

　　You know your company provides a product or service that's better than your competition. Now you're ready for the meatof your marketing plan. Your marketing budget includes:

　　你清楚自己公司的產(chǎn)品和服務(wù)都比對(duì)手更加出色?，F(xiàn)在你已經(jīng)準(zhǔn)備為你的營(yíng)銷(xiāo)計(jì)劃下成本了。你的營(yíng)銷(xiāo)成本包括：

　　1.Advertising and promotional plan

　　廣告和促銷(xiāo)活動(dòng)計(jì)劃

　　2.Costs allotted for advertising and promotions

　　廣告和促銷(xiāo)活動(dòng)的成本分配。

　　3.Advertising and promotional materials

　　廣告和促銷(xiāo)活動(dòng)的材料。

　　4.List of advertising media to be used and an estimate of costs for each medium

　　準(zhǔn)備好一張廣告使用媒體的清單及費(fèi)用。

　　You know how much you can spend now and just where you should spend it. You're ready to focus on your product's pricing strategy.

　　在計(jì)劃好開(kāi)支預(yù)算后，更要確定的是錢(qián)要用在適當(dāng)?shù)牡胤?。接下?lái)你就要將重點(diǎn)放在產(chǎn)品價(jià)格決策上了。