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标题页 - 第1页：姓名，学号，日期，导师姓名，款号 报告摘要 - 第1页：你的整个报告摘要（可能是单倍行距）报告 - 8页：双倍行距， 12号字体，时代新罗马， 1英寸的页边距
介绍 - 确定营销的挑战。引进的目的和报告的内容。
分析 - 优势与劣势，威胁和机会，为市场营销的挑战影响
企业能力 - 财务，营销，运营，人力资源
行业分析 - PEST ：对营销的挑战
竞争分析：对市场营销的挑战
消费者分析：对市场营销的挑战
Title Page – 1 page: name, student number, date, instructor name, section number
Executive Summary – 1 page: Summary of your entire report (may be single spaced)
Report – 8 pages: double spaced, 12-point font, Time New Roman, 1-inch margins
Intro – Identify marketing challenge. Introduce purpose and contents of report.
Analysis – strengths & weaknesses, threats & opportunities, implications for marketing challenge
Corporate Capabilities – Finance, Marketing, Operations, HR
Industry Analysis – PEST: implications for marketing challenge
Competitive Analysis: implications for marketing challenge
Consumer Analysis: implications for marketing challenge
Recommendations (4 Ps can be combined – first place you will begin making recommendations)
Target Market Selection: Who? Why? Objectively defend recommendation; link to challenge
Product: Changes? Why? Why Not? Objectively defend recommendations; link to challenge
Placement: Distribution channels. Which one(s)? Why? Why not? Objectively defend your
recommendation qualitatively and quantitatively; link to marketing challenge
Price: How much will each of the players pay? Implications? Objectively defend your
recommendation qualitatively and quantitatively; link to marketing challenge
Promotion: How much money will be spent? On what? Why? Why not? Objectively defend
your recommendation qualitatively and quantitatively; link to marketing challenge
Conclusion - Reconnect to the marketing challenge
Exhibits – 3 pages, Optional (may have more than one exhibit per page). Must be professional
Summary tables that present financial data and results
Distribution trade chains
Statement of Earnings and other financial statements
Pictures, logos, floor plans, diagrams
Sample advertisements
Bar graphs, pie charts, etc.
Script / dialog for TV spots, commercials, jingles or radio ads
Competitive positioning map
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