What Are the Different Types of Marketing Plan Software?

The book consists of 4 chapters and 17 chapters, including: software market and software marketing, software marketing environment, software consumer market, software industry market, software enterprise strategic plan, software market segmentation, software target market, etc.

Software marketing

Title: Software Marketing

Book Number: 1540519

Publisher: Northern Jiaotong University Press

Price: 29.0

ISBN: 781082704

Author: Sun Xian, Zhang Hongyan, Zhang Guowei ^[1]

Chapter 1 Software Market Analysis

Chapter 1 Software Market and Software Marketing

1.1 Software Enterprise and Software Market

1.1.1 Concept of software market

1.1.2 Functions of the software market

1.1.3 Basic Model of Software Market

1.2 Software marketing and its role

1.2.1 The meaning of software marketing

1.2.2 The role of software marketing

1.2.3 Functions of Software Marketing

1.3 Software Market Management Concept

1.3.1 Five business views

1.3.2 Comparison and analysis

chapter summary

Thinking questions

Chapter 2 Software Marketing Environment

2.1 Software Enterprise Marketing and Marketing Environment

2.1.1 Software Enterprise Marketing Environment

2.1.2 Relationship between software companies and marketing environment

2.2 Population environment

2.2.1 Population size and growth rate

2.2.2 Geographical distribution of the population

2.2.3 Population composition

2.2.4 Family

2.3 Economic environment

2.3.1 Social purchasing power

2.3.2 Consumer income and expenditure

2.4 Political and legal environment

2.5 Natural, cultural and technological environment

2.5.1 Natural environment

2.5.2 Cultural environment

2.5.3 Technical environment

2.6 Micro-environment of Software Enterprise Marketing

2.6. I. Internal Strength

2.6.2 Suppliers of various resources and various marketing intermediaries

2.6.3 Customers

2.6.4 Enterprise competitors

chapter summary

Thinking questions

3. Software Consumer Market

3.1 Classification of software market

3.2 Characteristics of purchasing behavior in the software consumer market

3.3 Purchase Objects of Software Consumer Market

3.4 Main factors affecting software consumer purchase

3.4.1 Social and cultural factors

3.4.2 Personal factors

3.4.3 Psychological factors

3.5 Consumer purchase decision process

3.5.1 Types of purchase behavior

3.5.2 Phases of the purchasing decision process

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Thinking questions

Chapter 4 Software Industry Market

4.1 The scope and characteristics of the software industry market

4.2 Purchase targets in the software industry market

4.3 Purchase Behavior of Software Industry Market Users

4.3.1 Types of software purchase decisions

4.3.2 Who is involved in software purchase decisions

4.3.3 Factors Affecting Purchase Decisions in the Software Industry Market

4.3.4 Software purchase decision process

4.3.5 Features of Software Purchase Form

4.3.6 Buying Behavior in Software Intermediary Market

4.4 Features and Development Trends of Software Industry Marketing Combination Strategy

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Thinking questions

Chapter 2 Choice of Software Market

Chapter 5 Software Enterprise Strategic Plan

5.1 Meaning and Components of Software Enterprise Strategy

5.1.1 Basic meaning

5.1.2 Constraints

5.1.3 Components

5.1.4 important role

5.2 One of the strategic planning process: determine the tasks and goals of the software company

5.2.1 Tasks of software companies

5.2.2 Goals of software companies

5.3 The second part of the strategic planning process: Expanding the business-selecting suitable growth opportunities

5.3.1 Opportunities of software market and development of software enterprises

5.3.2 Intensive market opportunities-intensive growth

5.3.3 Integrated market opportunities-integrated growth

5.3.4 Diversified market opportunities-diversified growth

5.4 The third part of the strategic planning process: developing a portfolio of software products

5.5 Software Enterprise Development Strategy and Software Marketing Strategy

5.5.1 Interrelation between the two strategies

5.5.2 Software marketing management process

chapter summary

Thinking questions

6. Software Market Segmentation

6.1 The concept and role of software market segmentation

6.1.1 What is software market segmentation

6.1.2 The role of software market segmentation

6.2 Basis for segmenting software consumer markets

6.2.1 Geographical breakdown

6.2.2 Population breakdown

6.2.3 Psychological breakdown

6.2.4 Behavioral breakdown

6.2.5 Benefit breakdown

6.3 Basis for segmenting the software industry market

6.4 Effective Software Market Segmentation

6.4.1 Conditions for effective subdivision

6.4.2 Procedure for effective subdivision

6.4.3 Pay attention to problems and prevent errors

chapter summary

Thinking questions

Chapter 7 Software Target Markets

7.1 Selecting the software target market

7.1.1 Ways to determine software target market

7.1.2 The way software companies cover the market

7.2 Target Software Market Selection Strategy

7.2.1 Differential marketing

7.2.2 Differential marketing

7.2.3 Centralized marketing

7.2.4 Selection strategy of software target market

7.3 Software Market Positioning Strategy

7.3.1 What is software market positioning

7.3.2 Several positioning methods

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Thinking questions

Chapter 8 Information Systems for Software Marketing

8.1 Marketing and Information of Software Enterprises

8.1.1 Software Enterprise's Demand for Marketing Information

8.1.2 Features of Software Marketing Information

8.1.3 Software companies' requirements for marketing information

8.2 Concept and composition of software marketing information system

8.2.1 Internal reporting system

8.2.2 Marketing Intelligence System

8.2.3 Marketing research system

8.2.4 Marketing Decision Support System

8.3 Software Marketing Research

8.3.1 Types of Software Marketing Research

8.3.2 Procedures for software marketing research

chapter summary

Thinking questions

Chapter 3 Marketing Mix for the Software Market

Chapter 9 Decisions on Software Marketing Mix

9.1 Content of software marketing mix

9.2 Theoretical significance of software marketing mix

9.3 Practical points of software marketing mix

9.3.1 Characteristics of software target market

9.3.2 Software Marketing Strategy

9.3.3 Software marketing environment

9.3.4 Resource status of software companies

9.3.5 Software Marketing Budget

9.3.6 Combination of corporate strategy and tactics

chapter summary

Thinking questions

Chapter 10 Software Product Decisions

10.1 Overall Concept of Software Products

10.2 Software Product Portfolio

10.2.1 Related concepts of software product portfolio

10.2.2 Software Product Portfolio Strategy

10.2.3 Analysis and Evaluation of Software Product Portfolio

10.2.4 Adjustment of software product portfolio

10.3 Software Brand Decision

10.3.1 Concept of software brand

10.3.2 Concept of Software Brand Decision

10.4 Software Packaging Decisions

10.4.1 The meaning and function of software packaging

10.4.2 Design of Software Packaging

10.4.3 Software Packaging Strategies

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Thinking questions

Chapter 11 Software Product Life Cycle and New Product Development

11.1 Product Life Cycle Principles

11.1.1 Concept of product life cycle

11.1.2 Features and marketing strategies of each stage of the software product life cycle

11.1.3 Methods for judging the life cycle of software products

11.1.4 Significance of Software Product Life Cycle Theory

11.2 Development of new software products

11.2.1 The concept of new software products

11.2.2 Management Program for Software New Product Development

11.3 Market Spread of New Software Products

11.3.1 Features of New Software Products and Market Spread

11.3.2 Consumer acceptance of new software products

11.3.3 Proliferation of new software products

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Thinking questions

12. Software Price Decisions

12.1 Software Pricing Goals

12.2 Software considerations

12.2.1 Freedom of seller pricing under different market competition conditions

12.2.2 Software Product Positioning

12.2.3 Market demand factors

12.2.4 Competitive factors in the software market

12.2.5 Software Factors

12.3 Software pricing methods

12.3.1 Cost-oriented pricing

12.3.2 Competition-oriented pricing

12.3.3 Demand-oriented pricing

12.4 Software Pricing Techniques

12.4.1 Psychological pricing

12.4.2 Combination Price

12.4.3 Discount pricing

12.5 Software price adjustment strategies

12.5.1 Adjust price strategy based on the life cycle of software products

12.5.2 Mobilizers

12.5.3 Respondents with price changes

12.6 Price Strategies in a Software Marketing Portfolio

12.6.1 Impact of software pricing strategies on other strategies

12.6.2 Impact of other strategies on software pricing strategies

12.6.3 Misunderstanding of software pricing strategy

chapter summary

Thinking questions

Chapter 13 Software Distribution Channel Decisions

13.1 Functions and Structure of Software Distribution Channels

13.1.1 What is a software distribution channel

13.1.2 Functions of Software Distribution Channels

13.1.3 Structure of software distribution channels

13.2 Software Channel Decisions

13.2.1 Analysis of customer needs

13.2.2 Understand the limiting factors in channel selection

13.2.3 Designing Software Distribution Channels

13.2.4 Management of software channels

13.3 Software Wholesalers

13.3.1 Functions of Software Wholesalers

13.3.2 Types of Software Wholesalers

13.4 Software retailers

13.4.1 Types of software retailers

13.4.2 Software chain stores and franchises

13.4.3 Development and competition of software retail industry

13.5 Logistics (Software Carrier) Management

13.5.1 The concept of logistics management

13.5.2 Features of Logistics Management

13.5.3 Software Transportation Decision

13.5.4 Software Storage Decision

13.5.5 Software product carrier inventory control

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Chapter 14 Software Enterprise Communication Portfolio Decision

14.1 Communication Overview

14.1.1 The meaning of communication

14.1.2 The role of communication

14.1.3 Main communication methods

14.2 Software Marketing Communication Model

14.2.1 Concept of software marketing communication mode

14.2.2 Software Marketing Communication Decisions

14.3 Decisions on Communication Combination

14.3.1 Determination of communication budget

14.3.2 Determine the communication mix

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Chapter 15 Advertising and Personnel Marketing of Software Enterprises

15.1 Advertising Overview

15.1.1 The concept of advertising

15.1.2 Classification of Advertisements

15.1.3 Advertising functions

15.2 Advertising Decisions

15.2.1 Determine advertising goals

15.2.2 Advertising Budget Decision

15.2.3 Advertising Information Decision

15.2.4 Advertising Media Decisions

15.2.5 Evaluation of Advertising Effect

15.3 Sales promotion decisions

15.3.1 The meaning and content of sales promotion decisions

15.3.2 Organizational structure of sales staff

15.3.3 Size of sales staff

15.3.4 Duties of Salesperson

15.3.5 Recruitment of sales staff

15.3.6 Training of sales staff

15.3.7 Incentives for salespeople

15.3.8 Evaluation of sales staff

15.4 Customer Relationship Management

15.4.1 Connotation of Customer Relationship Management

15.4.2 Reasons for the Rise of Customer Relationship Management

15.4.3 Implementation Objectives of Customer Relationship Management

15.4.4 Contents of Customer Relationship Management

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Chapter 4 Marketing Planning, Organization and Implementation of Software

Chapter 16 Software Marketing Planning, Organization, and Implementation

16.1 Marketing Plan for Software Market

16.1.1 Content of Software Marketing Plan

16.1.2 Profit Optimization Model

16.2 Software Marketing Organization

16.2.1 Characteristics of an Effective Marketing Organization

16.2.2 The evolution of marketing organizations

16.2.3 Organizational model of software marketing department

16.2.4 Basic elements of organization

16.2.5 Factors Affecting Marketing Organization Decisions

16.2.6 Handle the relationship between the marketing department and other departments within the enterprise

16.3 Implementation of Software Marketing Plan

chapter summary

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Chapter 17 Software Marketing Controls

17.1 Basic Procedures for Software Marketing Control

17.2 Annual Plan Control

17.3 profit control

17.4 Marketing Audit

17.4.1 Features and Procedures of Marketing Audit

17.4.2 Contents of Marketing Audit

chapter summary

Thinking questions

references