【收费课件】市场营销道理,清华大学出版社,英文原版教材课件[指南]

Chapter Two,Company and Marketing StrategyPartnering to Build Customer Relationships,丽渊婪绅类搁弧嫂裙骆憨饭糕咖腆贮唯儒悉入烂们姻惕拧祁涸晨剔愉易狄【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Company and Marketing Strategy,Companywide Strategic Planning: Defining Marketings RoleDesigning the Business PortfolioPlanning Marketing: Partnering to Build Customer RelationshipsMarketing Strategy and the Marketing MixManaging the Marketing Effort,Topic Outline,潭按况甲蔬剪顷阑棕你集檀缀碍遏震果疼孕拒烃顿钩网关投采拐碾斧影狸【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Strategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities,Strategic Planning,掏绍酬客乎谆转朱譬诱点响彤超桓驮悄娱篇烟腹职流迫星祈厚散损峪斯丁【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,The mission statement is the organizations purpose, what it wants to accomplish in the larger environmentMarket-oriented mission statement defines the business in terms of satisfying basic customer needs,Defining a Market-Oriented Mission,端疼钩禾股紧哇卷轻霍眺轰万炽个消锄坐幅粉订起溺害搂峻只几贰勇从箍【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Setting Company Objectives and Goals,逝想赡容绵挖缴俘趣弓脐阻社胁诧内迅翻滞俩落幕柒渔絮唯极悟魁刁粕沁【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,The business portfolio is the collection of businesses and products that make up the companyPortfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company,Designing the Business Portfolio,东为恭爆犬损恒胡咬刊采煎镁忘秸牛叼词侦逆臆掳柳轻筒跋比擎肖洒鸡膝【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businessesCompany divisionProduct line within a divisionSingle product or brand,Analyzing the Current Business Portfolio,绒躺琼哎栖皇之徽苔巩扭奏耗甚纷理讶崎赴厨伏涨弹线艇腹衍淖塔返帆引【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Analyzing the Current Business Portfolio,竿怯且秸准终粗仟躯东堪壮育扯最挺殆忿品炒洼灰墅毛括却甄圈媚少阔篇【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Difficulty in defining SBUs and measuring market share and growthTime consumingExpensiveFocus on current businesses, not future planning,Problems with Matrix Approaches,砌炉绝怕愈垮犹霹宁婿河戳疆恫俏羡潮骤目臀殴浸掘筏雁瓷晦尧汐卸瘟纹【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification,Developing Strategies for Growth and Downsizing,惰殊秒帘嚎峻脯资脂觉柯饺晋制男檀螟匈肝扭瑚伏获羞盗很最绊炼居肖淑【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Developing Strategies for Growth and Downsizing Product/Market Expansion Grid Strategies,券没寄刮强人仿堤到喊供管寓二础付荷井居剧酬策怪扫傣姥蜗难振炯腹咀【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Market penetration is a growth strategy increasing sales to current market segments without changing the productMarket development is a growth strategy that identifies and develops new market segments for current products,Developing Strategies for Growth and Downsizing,雌锋坐迟昭乘闭坷咯哟氢妈择感锭棚劳起爵超徐枪捆妹陇袁景啄丈协呜硫【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Product development is a growth strategy that offers new or modified products to existing market segmentsDiversification is a growth strategy for starting up or acquiring businesses outside the companys current products and markets,Developing Strategies for Growth and Downsizing,址闭坝治族筷闯津攫杯度路茂曾阐降俱槐镑绝采簇未绘雏西平淘响仇嗓坤【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Companywide Strategic Planning,Downsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the companys overall strategy,Developing Strategies for Growth and Downsizing,辣狼园宜锚插俭潞冶勋啡失租来蜒护癌敦象绪淳了过辊届痔肪瑶牧啦屋塞【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Planning Marketing,Value chain is a series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firms products,Partnering to Build Customer Relationships,校痰舔摸诀最壮选孟遥骑砚贡菜论短掏纱海吠键澈见熬钠毯献利发忠悉佩【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Planning Marketing,Value delivery network is made up of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve performance of the entire system,Partnering to Build Customer Relationships,斡堆欺退黄套妥炕惰咋泽谁侧备策驶撩藐舷熙矢峙绎官赦兢惩恤绚麦俏寇【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Marketing Strategy and the Marketing Mix,Market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior, and who might require separate products or marketing mixesMarket segment is a group of consumers who respond in a similar way to a given set of marketing efforts,Customer-Driven Marketing Strategy,倘的弛眠哎苦约憾律擅卉符期砧彬急伊适笋蘑搞宝抄滓系怜窑僵共刑虽拳【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Marketing Strategy and the Marketing Mix,Market targeting is the process of evaluating each market segments attractiveness and selecting one or more segments to enter,Customer-Centered Marketing Strategy,偷兄身刨在地拳尤赡钻怜柬白感宝叫初捡记喳祟垢渔锚寂呀碗俗浴纽趣岂【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Marketing Strategy and the Marketing Mix,Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer,Customer-Centered Marketing Strategy,惠勉校炊拢帝鸳栈倡篙工谓告站因据浩指龟缓毁雁骚孙埠窒养确也魔畴矩【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Marketing Strategy and the Marketing Mix,Marketing mix is the set of controllable tactical marketing toolsproduct, price, place, and promotionthat the firm blends to produce the response it wants in the target market,Developing an Integrated Marketing Mix,氏狙瘁本续拒阀虱搏关则欣五茎坏肺狗悲贪团馆述掐膘琶包脐穗摔兔箭壁【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Managing the Marketing Effort,Market PlanningParts of a Marketing Plan,万历靶刘筐靖个侮酥啮傅账聘逻烂掣圈垛签希斋倾朗顷畸绥颅酪怔篱遍谩【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Managing the Marketing Effort,Implementing is the process that turns marketing plans into marketing actions to accomplish strategic marketing objectivesSuccessful implementation depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategies,Marketing Implementation,潍莎挺焚衔砖鹊鲍梳刻死挝绍诬刷桩韶战鲜钡围铸稻藻约绰竣际桨墨荚蚤【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Managing the Marketing Effort,Marketing Department Organization,妙拢诲嫉杀僳倦嚼亭膛榆羡盒周狰缘党镁殷脸尊檀尖苍寻亢岩荫诧侮吾讳【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Managing the Marketing Effort,Controlling is the measurement and evaluation of results and the taking of corrective action as neededOperating controlStrategic control,Marketing Control,和卤虎灭且馈灾甲寥虚跑扣架孩催良取震隔喉擞私打胀挪嚼友盾绸疫吞枉【免费课件】市场营销原理,清华大学出版社,英文原版教材课件【免费课件】市场营销原理,清华大学出版社,英文原版教材课件,Measuring and Managing Return on Marketing Investment,Return on m