1-1行銷策略規劃 Marketing Strategy Planning
菜鳥心聲 Rookie Talkie
The initial meeting of the 2016 marketing strategy planning will be conducted on next Monday. I am worried about how to prepare myself. According to senior colleagues, we will be holding a series of these meetings in the upcoming weeks. The topics like core marketing strategy, promotion calendar, overall budget, and communication theme will all be covered.
下週一將召開第一次的年度行銷策略會議，我要從哪裡開始準備呢? 聽資深的同事表示，這樣的會議將在幾周內密集進行好幾次，包括整年度所有的行銷策略、活動行事曆、預算和溝通主題，全部都會被討論到。
Dialogue 1 主題對話
Where Shall I Begin?
該從哪開始?
情境說明 Situation
During the preparation of the 2016 marketing strategy planning, everyone on the marketing team is required to submit the final presentation power point slides for the secretary’s consolidation by the end of the week. The marketing manager now is dispatching the preparation assignments of the presentation slides.
在年度行銷會議準備期間，每一位行銷部同仁都要在本周之內提交簡報的最後版本檔案給秘書，讓秘書將所有的檔案進行整合。目前行銷經理正在分配同仁們各自應準備的簡報內容。
情境對話 Dialogue
Manager: Tom, please prepare the topic of “Summer Fever Party” since you are the project owner.
經理：湯姆，由於「夏日狂熱派對」的產品是由你負責上市，因此請你準備這個主題的資料。
Tom: Noted. How many pages would be enough?
Tom：請問需要幾頁的簡報?
Manager: We have 90 minutes in total for five topics, including four quarters and year-end promotion, so 10 slides for one topic would be appropriate. Usually one slide would take around 2 minutes, and we need to leave some time for answering questions.
經理：我們整體報告的時間為一個半小時，需要帶到五個主題，包含四個季節主題與年終特賣，因此每個主題約十張簡報即可。通常一張簡報的說明大約為兩分鐘，我們還需要預留一點時間讓大家提問，並予以說明。
Tom: I see. I will use one slide to cover strategy. And I will briefly cover the 6Ps like product, people, place, promotion, price and profit. But I am not sure how to present the place and forecast the profit.
Tom：了解，那麼我會用一頁的簡報說明主題策略，並以6P的分類說明產品、銷售業代（或營運人員）、銷售地點、促銷方式、新品價格與利潤。但是，我不確定要如何呈現銷售地點這部分與利潤預測。
Manager: The place, it could be introduced by 2 parts. The first part would be the launch event venue and décor. Secondly, you could present the in-store POSMs during the whole campaign period.
經理：關於銷售地點，可以呈現主要兩部分。第一部分為上市活動地點與佈置主題，另一部份為活動期間的銷售店家製作物有哪些。
Tom: Right. What about the profit?
Tom：好的，那麼在利潤的部分呢?
Manager: There are two ways to do projection -- previous showcase or competitor learning.
經理：也是兩個部分，從過去成功的上市經驗與競爭品牌的案例，來做你的預估。
Tom: For this project, what is your advice?
Tom：那麼這次的案子，您的建議是?
Manager: Although there was no identical Summer Party showcase done previously that we could check, still there was a similar summer promotion done in 2011. I suggest you have a look at it.
經理：雖然過去上市的經驗中，從未操作過完全一樣「夏日派對」的主題，不過在2011年有一個夏季促銷的活動，是一個可以參考案例。
Tom: I will consider the sales numbers from 2011 and add a bit to it. As back in 2011, we only had 11 stores, but currently we have 20 stores, so the sales base nowadays is much bigger.
Tom：我會參考2011的銷售數字之後，再增加一些。因為在2011年時，我們的銷售店家只有11家，而目前我們已經擁有20家店，銷售的基本量較往年大了許多。
Manager: Good point. But just a reminder, don’t be too aggressive about the projection. The economy is on a downturn compared to 2011, and our sales numbers compared to the same time in 2011 has declined.
經理：很好的角度。但是我也提醒你，預估數字別過度樂觀，因為時下經濟與市場較2011年時衰退，我們今年度的同期銷售數字較2011還低。
Tom: Do we have to mention media plan?
Tom：我們需要提到媒體計劃嗎?
Manager: No need to go into details due to our limit on time. Just briefly mentioning how to approach it would be ok.
經理：因為說明的時間不多，所以不需要寫到細節，只要提出會採用那些媒體即可。
Tom: Where can I obtain the gross profit margin of each product?
Tom：請問我在哪裡可以取得每一樣產品的毛利率?
Manager: You can ask Finance department to provide you the information.
經理：你可以去找財務部，他們會提供這樣的資訊。
Tom: Any other remarks?
Tom：還有其他要注意的嗎?
Manager: Not really, but maybe you could post a chart of the campaign timeline and total cost of this project.
經理：都還好。不過也許你可以加一個活動時程表，以及這個案子預算總額。
有料字彙 Vocabulary
upcoming (n.) [ˋʌp͵kʌmɪŋ] 即將到來
The company's new product will benefit future investment.
這家公司的新產品將有助於未來投資。
consolidation (n.) [kən͵sɑləˋdeʃən] 整合，強化
When it goes to consolidation, it has something to do with jointing and combining.
當談到consolidation這個詞彙，就跟「聯合」與「結合」有關。
assignment (n.) [əˋsaɪnmənt] 任務，（被分派的）工作
It was more than an assignment to host a party for that company.
幫那家公司主持派對可不只是個工作而已（更別具意義）。
POSM Point of Sales Material 銷售地點的廣告促銷物
POSM is the advertising materials that are used to communicate brand information to the consumers, including streamers and posters.
POSM指的是用來溝通品牌訊息的廣告材料，包括有橫幅長旗跟海報。
showcase (n.) [ʃo͵kes] 具優點或代表性的東西
The exhibition was a showcase for young artists.
這展覽是年輕藝術家展現才華的地方。
identical (a.) [aɪˋdɛntɪk!] 完全一樣的
These two ideas may be alike, but not identical.
這兩個想法或許很像，但並不完全一樣。
nowadays (adv.) [ˋnaʊə͵dez] 現今，時下
Office workers nowadays are under a lot more stress than ever.
現今的上班族比以往承擔了更多的壓力。
downturn (n.) [ˋdaʊntɝn] 經濟衰退
The downturn has presented a nice entry point for investors.
經濟衰退提供了投資者一個絕佳的進場時機。
profit margin 利潤率，毛利率
Profit margin can be thought as the amount of profit that a company keeps per dollar of revenue.
毛利率可以被想做是一家公司每一塊錢的收入所賺的利潤。
timeline (n.) [taɪmlaɪn] 時間表，時程表
It will be easier to memorize if you write out a timeline when you study the brand history.
當你在研究品牌歷史時，（依先後順序）畫出時間線來，會比較容易記得住。
有料句型 Sentence Pattern
句型1 æ
I suggest you … 我建議你…。
I suggest you have a look at it.
我建議你看看這個。
I suggest you bring the book back.
我建議你將書帶回來。
I suggest them cook dinner at home.
我建議他們在家煮晚餐。
句型2 æ
Although…, still… 雖然…，卻還是…。
Although there was no showcase, still there was a similar case could be check.
雖然沒有案例，但還是有個相似的案子可以參考。
Although he is ill, still he wants to go to work.
雖然他生病了，但是還是想去上班。
Although she has many shoes, still she would love to shop more.
她雖然已經有很多鞋子，卻仍然還是想買。
句型3 æ
go into details 進入細節
We should go into details today.
我們今天應該談談細節。
Let's go into details!
讓我們來討論細節吧!
I don’t think we have time to go into details.
我不認為我們有時間談細節。
知識補給 Expert Tips
Generally speaking, the marketing strategy meetings will be conducted during the second half of the year, before the year-end. Such meetings are intensively held several times in weeks. Those yearly marketing strategies won't be submitted to the headquarters until they go through several revisions, discussions, and confirmations. The strategies include quarterly marketing strategies, total budget and communication theme. Each strategy, promotion, and theme are required to fit the overall company policy and direction. For example, if the company overall direction of the year is "Youth and Innovation," then "being young and innovative" is supposed to be checked all the time in all the marketing activities and strategies.
一般來說，每一年年底前，都會進行下年度的行銷策略會議，這樣的會議通常在幾周內密集進行好幾次，最後幾經修改、討論、確認後，年度行銷策略才會提交到總部，包括每一季主要的行銷策略、預算總額和溝通主題，無須寫到太細節的執行內容，但是每一個主要行銷策略、與活動促銷與溝通方向，都也需要符合公司整體策略與方向，比如說：如公司年度整體方向為「年輕化與創新」，則所有的行銷活動與策略上，要時時檢視是否符合年輕化與創新的方向。
Dialogue 2 延伸對話
Get Started As Sooner As Possible 越早開始越好
情境說明 Situation
Steve and Richard are colleagues in the Marketing Department, and they are working on their own projects recently. One day, they happen to meet each other at staff room.
史帝夫和李察是行銷部門的同事，最近他們忙於各自的專案。有一天，他們碰巧在茶水間遇到了。
角色介紹 Characters
Steve: Responsible for promotion event planning.
史帝夫：負責促銷活動規劃。
Richard: Responsible for public relations.
李察：負責公共關係。
情境對話 Dialogues
Steve: Hey, Richard. What have you been up to lately?
史帝夫：嘿，李察。最近在忙些什麼？
Richard: Hi, Steve. Nothing special, you?
李察：嗨，史帝夫。沒什麼特別的事情，你呢？
Steve: I am doing quite well, but I heard that you are facing many questions that are still remaining unanswered.
史帝夫：還不錯啦，但是我聽說你正面臨一些懸而未決的事情呢。
Richard: Well, what else I can say? It seems that delay creating an annual marketing plan is already became our Department’s unquitable bad habit.
李察：呃，我還能說什麼？看來延遲提出年度行銷計畫，已經成了我們部門戒不掉的壞習慣了。
Steve: Well saying! I hate that, too.
史帝夫：說得好！我也很討厭這樣。
Richard: Personally, I just think we should start making any plan half year ago. Then I will have more time to come out a better annual PR plan.
李察：個人意見啦，我只是覺得我們應該提早半年就開始企畫。我才會有更多時間提出一個好的年度公關計畫。
Steve: Indeed, the annual marketing plan is everything we follow.
史帝夫：確實，年度行銷計畫是我們跟隨的依據。
Richard: I guess we have to tell our Boss together.
李察：我想我們應該一起去找主管談談。
Steve: Well, you could try it but don’t hold your breath.
史帝夫：嗯，這個嘛，你可以試啦，但是別抱太大期望。
短句補給 Useful Phrases
Well, what else I can say? 呃，我還能說什麼呢？
Well saying! 說的好！
Don’t hold your breath. 別抱太大期望了。
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