Chapter 10 Worksheet: Marketing Planning | 第10章练习：营销规划

📚 Chapter 10 Worksheet: Marketing Planning | 第10章练习：营销规划

This worksheet tackles Chapter 10 of the Cambridge International AS & A Level Business course: Marketing Planning. It combines concise revision notes with structured tasks and answer guidance so you can test your understanding before the exam.

本练习页针对剑桥国际 AS & A Level 商务课程第 10 章”营销规划”。它把精炼复习笔记、结构化练习与答案指导结合起来，帮助你在考前检测理解程度。

1. What Is Marketing Planning? | 什么是营销规划？

Marketing planning is the process of setting marketing objectives and choosing marketing strategies to achieve them. It links a business’s overall corporate objectives to specific marketing actions, budgets, and timelines.

营销规划是设定营销目标并选择实现这些目标的营销策略的过程。它把企业的总体公司目标与具体的营销行动、预算和时间表连接起来。

Marketing plan: a written document outlining the marketing objectives, strategies, budgets, and responsibilities for marketing activities over a given period.

营销计划：一份书面文件，列明一定时期内营销活动的目标、策略、预算和职责。
Marketing strategy: the long-term approach a business uses to achieve its marketing objectives.

营销策略：企业为实现营销目标而采取的长期方法。
Marketing budget: the amount of money allocated to marketing activities such as advertising, research, and promotion.

营销预算：分配给广告、调研和推广等营销活动的资金数额。

2. The Marketing Planning Process | 营销规划过程

The marketing planning process usually follows a logical sequence: analyse the current situation, set SMART marketing objectives, segment and target the market, design the marketing mix, implement the plan, and monitor and control outcomes.

营销规划过程通常遵循逻辑顺序：分析现状、设定 SMART 营销目标、细分并选择目标市场、设计营销组合、实施计划，以及监控和控制结果。

Step 1: Conduct a situation analysis using SWOT and PEST/PESTLE tools.

步骤 1：使用 SWOT 和 PEST/PESTLE 工具进行现状分析。
Step 2: Set marketing objectives that support corporate objectives.

步骤 2：设定支持公司目标的营销目标。
Step 3: Identify target market segments and decide positioning.

步骤 3：识别目标细分市场并确定定位。
Step 4: Develop the marketing mix for each target segment.

步骤 4：为每个目标细分市场制定营销组合。
Step 5: Implement, monitor, and adapt the plan as results come in.

步骤 5：实施计划，并根据结果进行监控和调整。

3. Marketing Objectives and Corporate Objectives | 营销目标与公司目标

Marketing objectives must flow from corporate objectives. For example, if a company aims for 10% profit growth, the marketing plan might set a target to increase sales revenue by 12% and raise market share by 2 percentage points.

营销目标必须源自公司目标。例如，如果企业目标是利润增长 10%，营销计划可能设定销售收入增长 12%、市场份额提高 2 个百分点的目标。

Marketing objectives should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. This makes it clear what success looks like and allows progress to be tracked.

营销目标应当是 SMART：具体、可衡量、可实现、相关且有时间限制。这使成功的标准清晰，并让进度可以被追踪。

Market share (%) = (Firm’s sales revenue ÷ Total market sales revenue) × 100

Sales growth (%) = [(Current sales − Previous sales) ÷ Previous sales] × 100

4. Market Segmentation | 市场细分

Market segmentation means dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviours. It helps a business target its resources more effectively.

市场细分是指将市场划分为具有不同需求、特征或行为的购买者群体。它帮助企业更有效地配置资源。

Base / 依据	Description / 描述	Example / 例子
Demographic	Age, gender, income, occupation, family size	Luxury car brand targeting high-income professionals
Geographic	Region, urban-rural, climate, country	Raincoat brand focusing on wet coastal cities
Psychographic	Lifestyle, values, personality, social class	Vegan snack brand aimed at health-conscious consumers
Behavioural	Purchase frequency, loyalty, benefits sought	Airline offering premium service for frequent flyers

Segmentation helps firms match products to customer needs, avoid wasting resources, and identify profitable niches. However, it can raise marketing costs because different segments may need separate research, products, and promotion.

细分帮助企业将产品与顾客需求匹配、避免浪费资源并识别有利可图的利基市场。但它也可能提高营销成本，因为不同细分市场可能需要分别的研究、产品和推广。

5. Targeting and Positioning | 目标市场选择与定位

Targeting means selecting which segments to serve. A business can use mass marketing, niche marketing, or differentiated marketing for several segments.

目标市场选择是指选择为哪些细分市场服务。企业可以使用大众营销、利基营销或针对多个细分市场的差异化营销。

Mass marketing treats the whole market as one group, often with one standard product and promotion mix.

大众营销把整个市场视为一个群体，通常使用一种标准化产品和推广组合。
Niche marketing focuses on a narrow, clearly defined segment with specialised needs.

利基营销专注于一个有专门需求的狭窄且明确的细分市场。
Differentiated targeting designs separate offers for two or more chosen segments.

差异化目标市场选择为两个或更多选定细分市场设计不同的产品与服务。

Positioning is creating a distinctive image of the product in the customers’ minds relative to competitors. This is often achieved through the marketing mix, especially product design, price, and promotion.

定位是在顾客心中建立产品相对于竞争对手的独特形象。这通常通过营销组合实现，尤其是产品设计、价格和推广。

6. SWOT Analysis | SWOT 分析

A SWOT analysis evaluates internal strengths and weaknesses, and external opportunities and threats. In marketing planning it helps match internal resources to market conditions before committing budgets.

SWOT 分析评估内部的优势与劣势，以及外部的机会与威胁。在营销规划中，它帮助企业在投入预算前将内部资源与市场状况匹配。

Strengths / 优势	Weaknesses / 劣势	Opportunities / 机会	Threats / 威胁
Strong brand reputation	Limited distribution network	Rapid growth in online demand	New competitors entering the market
Loyal customer base	High production costs	Changing consumer tastes	Rising raw material prices

Strengths and weaknesses are internal to the business, while opportunities and threats come from the external environment. A good marketing plan builds on strengths and opportunities while reducing weaknesses and defending against threats.

优势与劣势是企业内部因素，而机会与威胁来自外部环境。好的营销计划会利用优势和机会，同时减少劣势并防范威胁。

7. PEST/PESTLE Analysis | PEST/PESTLE 分析

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Chapter 10 Worksheet: Marketing Planning | 第10章 练习：营销规划