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广告。杂志广告，电视广告，广播广告等等，甚至在有些地方的洗手间的墙上你都可以看到广告。

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

　　你必须做一份与众不同的营销计划。你需要策划好，有清楚的目标。

　　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，你该如何从激烈的竞争中脱颖而出呢？这是一个长远而又需要考虑周详的计划，并且是从你的营销计划开始的。

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

　　要想使你自己的营销计划出色的话，以下几点是必须考虑的关键：

　　1.Who are your potentialcustomers? 你的目标客户是什么样的群体？

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

　　哪种方式可以最有效的将信息传达给你的目标客户？

　　3.What do your customers want?

　　你的客户有什么样的需求？

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

　　你怎样以一种吸引人的方式展现你的产品/服务？

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

　　近距离观察一下你的目标市场。了解他们的年龄，性别，职业，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销70,000美元的车，那样做只是浪费时间。当然，他们可能会来汽车代理商店试车，但是他们负担得起吗？也许这听起来像是以一种冷酷的方式实现你的营销策略，但是你毕竟也只是想赚钱而已。

　　Learn all you can about your competitors:

　　尽可能多的了解你的竞争对手：

　　1.Who are your nearest direct and indirect competitors?

　　离你最近的直接对手和间接对手是谁？

　　2.What are their strengths and weaknesses?

　　他们的优缺点是什么？

　　3.Analyze market research data.

　　分析市场调查数据。

　　Now compare your product/service to your competition:

　　接下来将你的产品/服务和你的竞争对手对比一下：

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

　　你的产品/服务是否有市场需求？

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

　　你和竞争对手的产品/服务有什么相似点和不同点

　　3.Assessthe unique features of your product/service.

　　定位你产品的独特特征。

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

　　一旦你确定了产品/服务的独特性，你就可以制作产品描述了，突出其独特性。

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

　　找到你的销售点。你的产品是否容易使用，更快，更轻便，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:

　　你清楚自己公司的产品和服务都比对手更加出色。现在你已经准备为你的营销计划下成本了。你的营销成本包括：

　　1.Advertising and promotional plan

　　广告和促销活动计划

　　2.Costs allotted for advertising and promotions

　　广告和促销活动的成本分配。

　　3.Advertising and promotional materials

　　广告和促销活动的材料。

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

　　准备好一张广告使用媒体的清单及费用。

　　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.

　　在计划好开支预算后，更要确定的是钱要用在适当的地方。接下来你就要将重点放在产品价格决策上了。