ffective for these people to make a well-prepared marketing plan. This paper aims to provide sufficient reasons for those who want to prepare in advance of starting a business.
初创企业通常存在不可预测的风险。公众心理通常是希望提前了解问题，并在问题发生之前采取一些措施来避免。对这些人来说，制定一个准备充分的营销计划是非常必要和有效的。本篇paper旨在为那些想在创业前做好准备的人提供充分的理由。
Chapter 3 第三章
Literature Review 文献综述
Introduction 引言
The purpose of this section is to provide different literature evaluations, which gives the definition of marketing planning and explains the importance of making a marketing plan for a company to start-up businesses. The main information was taken by these literature views in several books in DKIT library.
本节的目的是提供不同的文献评估，其中给出了营销计划的定义，并解释了为公司制定营销计划对创业的重要性。主要资料来源于DKIT图书馆的几本书中的这些文献观点。
Overview of Marketing Planning 营销策划概述
Global commerce, sophisticated technology, and markets are the main trend in society nowadays, which can be changed at the click of a mouse. Marketing is a dynamic function that companies needed. The gradual change is an important reason that marketers can rely upon what is presenting a new product or developing an active marketing strategy, which is the most cost-effective way to take advantage of an emerging occasion. The cases of Reflect.com and Achieva can be considered, which is that these two companies’ directors are also underlined that making a complete marketing plan is the key point to start up a new business. (Burk Wood, 2003)
全球商业、尖端技术和市场是当今社会的主要趋势，只需点击鼠标即可改变。营销是公司所需要的一种动态功能。这种渐进的变化是营销人员可以依赖于展示新产品或制定积极营销策略的一个重要原因，这是利用新兴市场最具成本效益的方式。Reflect.com和Achieva的案例可以考虑，这两家公司的董事也强调，制定完整的营销计划是创业的关键。
Proctor mentions that it is necessary to adopt a systematic way to arrange and carry out sales strategies. It bases on making a reasonable and effective plan. Besides, a full marketing plan includes several subsidiary plans which supplement some information detailed so as to targets having been determined can be achieved better. (Proctor, 2000)
Proctor提到，有必要采取系统的方式来安排和执行销售策略。它建立在制定合理有效的计划的基础上。此外，一个完整的营销计划包括几个附属计划，这些计划补充了一些详细的信息，以便更好地实现已经确定的目标。
The Definition of Marketing Planning 营销策划的定义
Burk Wood defined marketing planning as the organized procedure of exploring and making analysis about the marketing condition; emerging and recording marketing strategies, intentions, and platforms; and executing, assessing, and commanding events to complete the purposes. The consequence is the marketing plan, a paper in this organized method that explains what can be gained from the marketplace and shows what will be carried out for a company to reach its marketing objects. (Burk Wood, 2003)
Burk Wood将营销策划定义为对营销状况进行探索和分析的有组织的过程；新兴和记录营销策略、意图和平台；以及执行、评估和指挥事件以完成目的。其结果是营销计划，这是一篇以这种有组织的方法撰写的paper，它解释了可以从市场中获得什么，并展示了公司为实现其营销目标将要采取的措施。
What’s more, Burk Wood presents what is the organized procedure to make a marketing plan, which makes a series of compatible marketing choices and movements for a certain company during a long term. (Burk Wood, 2013)
此外，Burk Wood介绍了制定营销计划的有组织程序，该程序为某家公司在长期内做出了一系列兼容的营销选择和行动。
Meanwhile, McDonald and Wilson give the definition in this process is the purpose of completing marketing objectives, which can make marketing plan to be the deliberate submission of marketing resources. Marketing plan is basically a reasonable structure and a variety of programs result in the environment of marketing objectives and the preparation of a plan to complete them. (McDonald & Wilson, 2011)
同时，McDonald和Wilson给出的定义是在这个过程中完成营销目标的目的，可以使营销计划成为营销资源的蓄意提交。营销计划基本上是一个合理的结构和各种方案导致的营销目标的环境和计划的编制来完成它们。
Making a marketing plan is the combinative and coordinative action, which concentrates on a company’s activities. The calculated and deliberate resolutions should be made based on company and function levels. That can present systematic, logical and practical ideas in a marketing plan, which can lead to the right track when a company meet the barriers. (Drummond & Ensor, 2001)
制定营销计划是一种结合、协调的行动，它集中在一个公司的活动上。应根据公司和职能级别制定经过深思熟虑的决议。这可以在营销计划中提出系统、合乎逻辑和实用的想法，当公司遇到障碍时，这些想法可以引导公司走上正轨。
The Advantage of Marketing Plan 营销计划的优势
B
