urk Wood describes that the customers are primary kept focused on in marketing plan, which can lead you to decide what your company will do and what it won’t do for customers, and supports you to inspect offerings in the background of competition and the marketing situation, and establish rationales to do the allocation of resources for realizing marketing proficiency and value. (Burk Wood, 2002)
Burk Wood描述说，在营销计划中，客户是首要关注的对象，这可以让你决定你的公司将为客户做什么，不会为客户做些什么，并支持你在竞争和营销形势的背景下检查产品，建立合理的理由来分配资源，以实现营销能力和价值。
In addition, McDonald provides a result that marketing plan is vital in which a company need to control the gradually aggressive and difficult situation. The great mass of managers considers that marketing plan with some formal processes benefits improve this reasonableness in order to reduce the difficulties of business processes and offer practical measurements to the future development of company. Most corporations depend only upon estimation of sales and systems of budget due to the complexity and difficulty. (McDonald, 2002)
此外，麦当劳提供了一个结果，即营销计划是至关重要的，在这种情况下，公司需要控制逐渐咄咄逼人和困难的局面。绝大多数管理者认为，具有一些正式流程的营销计划有利于提高这种合理性，以减少业务流程的困难，并为公司的未来发展提供切实可行的衡量标准。由于复杂性和困难性，大多数公司只依赖于销售额的估计和预算系统。
The Importance of Marketing Plan 营销计划的重要性
There is little research experienced getting connection between the equality and achievement of plan system to evaluate if increase a market share or assess with reference of advanced cost-effectiveness. Moreover, from Capon, Farley and Hulbert’s study (1988), it shows that there is no positive correlation among a marketing plan and performance standard. However, a company making a structure plan has less change in profitability than other companies without it. Providing another study of Stasch and Lanktree (1980), it benefits from a sample of six companies, which found a common optimistic relationship existing among results of a marketing plan and various standards of performance evaluation. Most administrators consider that a marketing plan provides many invisible advantages while relating directly between a marketing plan and marketing performance improved is so difficult, such as carrying out serious ways for strategies development and make sure of considering outside environment. (Lehmann & Winer, 2008)
很少有研究将计划体系的平等性与绩效联系起来，以评估是否增加市场份额或参照先进的成本效益进行评估。此外，从Capon、Farley和Hulbert的研究中可以看出，营销计划与绩效标准之间没有正相关关系。然而，制定结构计划的公司在盈利能力方面的变化比没有结构计划的其他公司要小。提供Stasch和Lanktree的另一项研究，它受益于六家公司的样本，发现营销计划的结果与各种绩效评估标准之间存在着普遍的乐观关系。大多数管理人员认为，营销计划提供了许多无形的优势，而将营销计划与营销绩效的提高直接联系起来是非常困难的，例如执行战略制定的严肃方法和确保考虑外部环境。
A large quantity of external and internal aspects influences the ability of accomplishing cost-effective transactions in a confusing way. There is little doubt that it is very important to make a marketing plan when a growing number of aggressive and complex situation are considered for a company. Furthermore, most administrators believe that a formalized marketing plan can improve the reasonableness in order to reduce difficulties of transaction operations and increase possibilities to achieve the aim for company future hopes. Due to the large difficulties, it is well-known that most companies would rather depend on estimation of sales and systems of budget. However, it relates to opportunities and problems a company will meet in the market. It is more necessary and difficult to record the chances and strategies in a marketing plan for a company. (McDonald & Wilson, 2011)
大量的外部和内部因素以一种令人困惑的方式影响着完成成本效益高的交易的能力。毫无疑问，当一家公司面临越来越多的激烈和复杂的情况时，制定营销计划是非常重要的。此外，大多数管理人员认为，正式的营销计划可以提高合理性，从而减少交易操作的困难，增加实现公司未来希望目标的可能性。由于困难重重，众所周知，大多数公司宁愿依赖销售额估计和预算系统。然而，它与公司在市场上遇到的机遇和问题有关。在一个公司的营销计划中记录机会和策略更为必要和困难。
Chapter 4 第四章
Research Methods 研究方法
Introduction 引言
The main information of this chapter is to introduce the methodology which the writer indicates so that make accomplishment for the research objective. By the way, a specific method will be analysed with some practices in businesses. Moreover, it will give the purposes that why the researcher takes this method a
