主題概覽公司范圍內(nèi)的戰(zhàn)略規(guī)劃：明確市場營銷的作用設(shè)計業(yè)務(wù)組合營銷策劃：合作建立客戶關(guān)系市場營銷戰(zhàn)略和市場營銷組合管理市場營銷活動測量與管理市場營銷投資回報Copyright

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slide公司戰(zhàn)略與營銷戰(zhàn)略NotetoInstructorStrategicplanningsetsthestagefortherestoftheplanninginthefirm.Inslideshowview,clickonmovieicontolaunchLiveNationvideosnippet.SeeaccompanyingDVDforfullvideosegmentDiscussionQuestionHowmightthestrategicplanofthecollegeoruniversityinfluencedecisionsintheschoolsprogramsandofferings.Howmightitinfluencedecisionsinfoodservices,dormitories,executiveeducation,andundergraduateversusgraduateprograms.公司范圍內(nèi)的戰(zhàn)略規(guī)劃戰(zhàn)略規(guī)劃戰(zhàn)略規(guī)劃是在組織的目標(biāo)和能力與不斷變化的市場機會之間建立和維持戰(zhàn)略適配的過程。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃戰(zhàn)略規(guī)劃的步驟定義公司使命計劃營銷和其他職能戰(zhàn)略規(guī)劃業(yè)務(wù)組合設(shè)定公司目標(biāo)公司層Copyright

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slide業(yè)務(wù)單位、產(chǎn)品和市場層Note

toInstructorA

missionstatement

should:Not

be

myopic

in

product

termsMeaningful

and

specificMotivatingEmphasize

the

company’s

strengthsContainspecific

workableguidelinesNot

be

stated

as

making

sales

orprofits市場導(dǎo)向昂的使命陳述是根據(jù)所滿足的顧客的基本需求來定義業(yè)務(wù)。我們幫助你組織世界的信息和使之可接觸和有用。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃確定市場導(dǎo)向的使命使命陳述是組織目標(biāo)的說明,即希望在大環(huán)境中實現(xiàn)使命。公司產(chǎn)品導(dǎo)向的定義市場導(dǎo)向的定義亞馬遜我們在網(wǎng)上出售圖書、

音像制品、玩具、消費

者電子產(chǎn)品、五金產(chǎn)品、家居用品以及其他產(chǎn)品。我們是網(wǎng)上購物體驗更加迅速、方便和愉悅——讓亞馬遜成為發(fā)現(xiàn)和購買任何想要的東西的網(wǎng)絡(luò)空間。迪士尼我們經(jīng)營主題公園。我們創(chuàng)造夢想——一個夢想成真，體驗美國文化的地方。耐克我們出售運動鞋和服裝。我們帶給世界上每一位運動員*靈感和創(chuàng)新（*如果你有身體，你就是運動員）。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃設(shè)定公司目標(biāo)Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃規(guī)劃業(yè)務(wù)組合業(yè)務(wù)組合是構(gòu)成公司業(yè)務(wù)和產(chǎn)品的集合。組合分析是戰(zhàn)略規(guī)劃中的主要任務(wù)活動,管理者借此對構(gòu)成公司的各項業(yè)務(wù)和產(chǎn)品進行評價。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃NotetoInstructorThisWeblinkistoProcter&Gambleisaninterestingsitetoexplorewiththestudents.ClickontheFamilyofproducts.DiscussionQuestionWhichproductcategoriesmightbegrowingmarkets,slowermarkets,andemergingmarkets.ThissitecanbeexploredagainwhenviewingFigure2.2—theBCGgrid.分析當(dāng)前的業(yè)務(wù)組合戰(zhàn)略業(yè)務(wù)單位是公司的一個單位,它可以不受公司其他業(yè)務(wù)的約束獨自計劃自己的使命和目標(biāo)。公司部門部門內(nèi)的產(chǎn)品線單個產(chǎn)品或品牌公司范圍內(nèi)的戰(zhàn)略規(guī)劃Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃Copyright

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slide分析當(dāng)前的業(yè)務(wù)組合NotetoInstructorStarsarehigh-growth,high-sharebusinessesorproductsrequiringheavyinvestmenttofinancerapidgrowth.Theywilleventuallyturnintocashcows.Cashcowsarelow-growth,high-sharebusinessesorproductsthatareestablishedandsuccessfulSBUsrequiringlessinvestmenttomaintainmarketshare.Questionmarksarelow-sharebusinessunitsinhigh-growthmarketsrequiringalotofcashtoholdtheirshare.Dogsarelow-growth,low-sharebusinessesandproductsthatmaygenerateenoughcashtomaintainthemselvesbutdonotpromisetobelargesourcesofcash.公司范圍內(nèi)的戰(zhàn)略規(guī)劃Copyright

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slide明星問題現(xiàn)金牛瘦狗高高低相對市場份額市場增長率低矩陣方法的問題難以確定戰(zhàn)略業(yè)務(wù)單位和測量市場份額和增加率費時成本高關(guān)注當(dāng)前業(yè)務(wù)而不是未來規(guī)劃Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃制定增長和精簡戰(zhàn)略產(chǎn)品/市場擴張矩陣是通過市場滲透、市場開發(fā)、產(chǎn)品開發(fā)或多元化來識別公司發(fā)展機會的工具。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃制定增長和精簡戰(zhàn)略產(chǎn)品/市場擴張矩陣戰(zhàn)略Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃制定增長和精簡戰(zhàn)略市場滲透是無需改變原有產(chǎn)品就去的等多的銷售的增長戰(zhàn)略。市場開發(fā)是為當(dāng)前產(chǎn)品識別和開發(fā)新的顧客群的增長戰(zhàn)略。公司范圍內(nèi)的戰(zhàn)略規(guī)劃Copyright

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slideNotetoInstructorThisWeblinkleadstothehompageforVirgin.Thisisagreatcompanytodiscussastheyprovideexamplesofmarketdevelopment,productdevelopmentanddiversification.Theirhomepagelistsalltheirindustriesandproductsincludingtourism,leisure,shopping,media,finance,andhealthcare.制定增長和精簡戰(zhàn)略產(chǎn)品開發(fā)是向現(xiàn)有的市場提供改良的或全新的產(chǎn)品的增長策略。多元化是創(chuàng)辦或收購當(dāng)前產(chǎn)品或市場之外的業(yè)務(wù)。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃制定增長和精簡戰(zhàn)略精簡戰(zhàn)略指通過放棄那些不具盈利性或不再契合公司總體戰(zhàn)略的業(yè)務(wù)組合的業(yè)務(wù)組合縮減活動。Copyright

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slide公司范圍內(nèi)的戰(zhàn)略規(guī)劃營銷策劃合作建立客戶關(guān)系價值鏈?zhǔn)菆?zhí)行價值創(chuàng)造活動來設(shè)計、生產(chǎn)、營銷、遞送和支持企業(yè)產(chǎn)品的所有部門。Copyright

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slide合作建立客戶關(guān)系價值遞送網(wǎng)絡(luò)由公司、供應(yīng)商、最終顧客組成,彼此相互合作,共同提高整個系統(tǒng)的績效。Copyright

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slide營銷策劃NotetoInstructorConsumersstandinthecenter.Thegoalistocreatevalueforcustomersandbuildprofitablecustomerrelationships.Nextcomesmarketingstrategy—themarketinglogicbywhichthecompanyhopestocreatethiscustomervalueandachievetheseprofitablerelationships.Thecompanydecideswhichcustomersitwillserve(segmentationandtargeting)andhow(differentiationandpositioning).Itidentifiesthetotalmarket,thendividesitintosmallersegments,selectsthemostpromisingsegments,andfocusesonservingandsatisfyingthecustomersinthesesegments.Guidedbymarketingstrategy,thecompanydesignsanintegratedmarketingmixmadeupoffactorsunderitscontrol—product,price,place,andpromotion(thefourPs).Tofindthebestmarketingstrategyandmix,thecompanyengagesinmarketinganalysis,planning,implementation,andcontrol.Throughtheseactivities,thecompanywatchesandadaptstotheactorsandforcesinthemarketingenvironment.市場營銷戰(zhàn)略與市場營銷組合市場營銷中介Copyright

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slide競爭者供應(yīng)商公眾市場營銷分析市場營銷控制市場營銷計劃市場營銷執(zhí)行顧客價值與關(guān)系產(chǎn)品定價促銷渠道定位細(xì)分市場目標(biāo)市場選擇差異化顧客導(dǎo)向的市場營銷戰(zhàn)略市場細(xì)分指將市場劃分為獨特的購買者群體,各個群體之間在需要、特征或行為上存在明顯差異,需要不同的產(chǎn)品或市場營銷組合。細(xì)分市場由對既定市場營銷努力具有類似反應(yīng)的消費者構(gòu)成。Copyright

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slide市場營銷戰(zhàn)略與市場營銷組合NotetoInstructorThislinkgoestothesite.ExplorewiththestudentsthedifferentsegmentsincludinggenderNikeWomen,psychographics(sportscentricincludingfootball),andage.DiscussionQuestions(canincludethetopicofpositioningwhichisonthefollowingslide).Specificquestionsforthestudents:HowdoesNikesegmenttheirmarket?Whatappearstobetheirmostimportantsegments?HowdoesNikepositiontheirproductsinthemarketplace?顧客導(dǎo)向的市場營銷戰(zhàn)略選擇目標(biāo)市場指評價各個細(xì)分市場的吸引力,并選擇其中一個或幾個細(xì)分市場。Copyright

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slide市場營銷戰(zhàn)略與市場營銷組合顧客導(dǎo)向的市場營銷戰(zhàn)略市場定位指設(shè)法使自己的的產(chǎn)品在目標(biāo)顧客的心中占據(jù)一個清晰、獨特而理想的位置。Copyright

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slide市場營銷戰(zhàn)略與市場營銷組合制定整合的市場營銷組合市場營銷組合指公司為使目標(biāo)市場產(chǎn)生預(yù)期反應(yīng)而整合使用的一系列可控的、策略性的營銷工具。Copyright

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slide市場營銷戰(zhàn)略與市場營銷組合Note

toInstructorIt

is

interesting

to

ask

how

to

make

the

4Ps

more

customer

centric?

This

leads

toa

redefining

of

the

4Ps

to

the

4Cs

as

follows:Product—CustomersolutionPrice—Customer

costPlace—ConveniencePromotion—Communication制定整合的市場營銷組合市場營銷戰(zhàn)略與市場營銷組合客理想定位渠道渠道

覆蓋面種類

地點

存貨

運輸

物流產(chǎn)品價格種類標(biāo)價質(zhì)量折扣設(shè)計津貼特征付款期品牌名稱包裝目標(biāo)顧信用條件服務(wù)促銷廣告人員促銷銷售促進公共關(guān)系Copyright

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slide管理市場營銷活動Copyright

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slide分析計劃制定戰(zhàn)略計劃制定營銷計劃執(zhí)行實施戰(zhàn)略計劃控制測量結(jié)果評價結(jié)果采取糾偏行動管理市場營銷活動市場營銷分析——SWOT分析優(yōu)勢可以幫助公司實現(xiàn)其目標(biāo)的內(nèi)在能力弱勢可能損害公司實現(xiàn)其目標(biāo)的能力的內(nèi)在局限性威脅可能影響公司業(yè)績的當(dāng)前或即將出現(xiàn)的外部因素機會公司可以利用其優(yōu)勢的外部因素Copyright

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slide內(nèi)在的外部的積極的消極的市場營銷計劃的內(nèi)容管理市場營銷活動Copyright

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slide執(zhí)行是為了實現(xiàn)公司的戰(zhàn)略營銷目標(biāo),將市場營銷計劃轉(zhuǎn)化為市場營銷行動的過程。成功的執(zhí)行取決于企業(yè)與人們的關(guān)系如何、組織結(jié)構(gòu)、決策或獎賞系統(tǒng)和支持其行動計劃的企業(yè)文化。Copyright

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slide管理市場營銷活動市場營銷執(zhí)行NotetoInstructorFunctionalorganization:Thisisthemostcommonformofmarketingorganizationwithdifferentmarketingfunctionsheadedbyafunctionalspecialist.Geographicorganization:Usefulforcompaniesthatsellacrossthecountryorinternationally.Managersareresponsiblefordevelopingstrategiesandplansforaspecificregion.Productmanagement:Usefulforcompanieswithdifferentproductsorbrands.Managersareresponsiblefordevelopingstrategiesandplansforaspecificproductorbrand.Marketorcustomermanagementorgan