了解的营销和市场过程(1)

1、Part OneUnderstanding marketing and the marketing process Lecture TwoStrategic planning and the marketing processAt a glancenExplain the strategic planning and its four stepsnDiscuss how to design business portfolios and growth strategiesnDescribe the marketing process and the forces that influence

2、itWhat is strategic planning?The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.Steps in strategic planningdefining a clear company missionSetting supporting objectivesDesigning a sound business portfoli

3、oCoordinating functional strategiesBusiness unit, product, and market levelCompany levelRemember marketing plan contains:Mission statementFinancial summary of what it seeks to achieveMarket overviewSWOT analysisAssumptionsMarketing objectivesMarketing strategiesProgrammes (with forecasts and budgets

4、)VisionMissionObjectivesStrategiesOperational plansThe logical sequence underlying plans:from vision to operational plansContents of marketing planDefining the companys business and missionnMission statement: a statement of the organizations purpose-what it wants to accomplish in the larger environm

5、ent.nMarket orientednRealisticnSpecificnMotivatingCompanyProduct-orientationMarket-orientationPoppyWe make lipsticksWe sell lifestyle and self-expression; success and status; memories, hops and dreamsSea WorldWe run a theme parkWe provide fantasies and entertainmentKmartWe run discount storesWe offe

6、r products and services that deliver value to middle-ChineseXeroxWe make copying, fax and other office machinesWe make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documentsMarket-orientation business definitionsSetting company objectives an

7、d goalsMission: “Food, health, hope” - of helping to feed the worlds exploding population while at the same time sustaining the environment.Overall objective: to create environmentally better products and get them to market faster at lower costs.The agricultural divisions objective: increase agricul

8、tural productivity and reduce chemical pollution by Setting company objectives and goalsImprove profitsIncrease salesReduce costsIncrease market share in existing marketEnter new marketIncrease product availability and promotionEstablish distribution channels and sales programsHierarchy,SpecificDesi

9、gning the business portfolionBusiness portfolio: the collection of businesses and products that make up the company.Analyzing the current business portfolioBoston consulting group approachThe General Electric approachDeveloping growth strategies in the age of connectednessProduct-market expansion gr

10、idWhat is strategic business unit (SBU)?A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses.SBU can be a company division, a product line with a division, or sometimes a single product or brand.COWRelative Market ShareR

11、ate of market growth1327845610X1X0.1X010%22%BCG ApproachStrongAverageWeakHighMediumLowIndustry attractivenessBusiness strengthBACDFGEGE ApproachMarket PenetrationProduct DevelopmentMarket DevelopmentDiversificationNewNewExistingExistingMarketProduct Growth Directions for a Given Product-market combi

12、nationPlanning cross-functional strategiesnMarketings role in strategic planningnCompanynStrategic plannernSBUnOperationnMarketing and other business functionsVISIONCore ValuesEthics &socialresponsibilityBusinessDefinition(Mission)Customerneeds&wantsStrategicDirectionDesiredleadershippositionStrateg

13、icInfrastructureSBUs and corecompetenciesSTRATEGIC MARKETING PLANobjectives Situational Analysis Target MarketingPositioningIntegrating the Marketing MixMARKETING MIX PLANSProductPlacePricingPromotionPhilosophyStrategyTacticalM a r k e t i n g P l a n n i n g H i e r a r c h yMarketing processAnalyz

14、ing marketing opportunitiesSelecting target marketsDeveloping the marketing mixManaging the marketing effortS-T-P 战战 略略市场细分市场细分S Segmenting egmenting 市场定位市场定位P Positioning ositioning 目标市场选择目标市场选择T Targeting argeting Target customersIntended positioningProduct/servicesVarietyQualityDesignFeaturesBran

15、d namePackageSizeAdd-onsWarrantiesreturnsPricelist priceDiscountsAllowancesSettlement termsCredit termsPromotionAdvertisingPersonal sellingdirect marketingSynchronous marketingPlacementdemand chain managementlogistics managementChannel managementMarketing mixManaging the marketing effortnMarketing a

16、nalysisnMarketing planningnMarketing implementationnMarketing department organizationnMarketing controlAnalysisPlanningDevelop strategic plansDevelop marketing plansImplementationCarry out the plansControlMeasure resultsEvaluate resultTake corrective actionThe relationship between analysis, planning

17、, implementation and controlThe components of the marketing plan1. Executive summary2. Current marketing situation3. Opportunity and issue analysis4. Objectives5. Marketing strategy6. Action programs7. Projected profit-and-loss statement8. ControlsMarketing department organizationnFive structuresnfu

18、nctional organizationngeographical organizationnproduct management organizationnmarket management organizationnproduct management/ market management organizationMarketing director/managerSalesmanagerAdvertisingmanagerMarketingresearchmanagerCustomerservicemanagerNew-productmanagerFunctional organiza

19、tionMarketing director/managerSalesmanagerAdvertisingmanagerMarketingresearchmanagerCustomerservicemanagerNew-productmanagerGeographical organizationRegional sales manager(4)District sales manager(20)Salespersons (200)Marketing director/managerSalesmanagerAdvertisingmanagerMarketingresearchmanagerCu

20、stomerservicemanagerNew-productmanagerProduct management organizationProduct managementIncluding:Market research; marketing research; product evaluation; environmental studies; other research activesOrganization development policyControl and measurementObjectives and strategiesMarketing operationsInput