合作与建立顾客关系

1、公司和营销战略：协作与建立顾客关系2- 0Objectives 目的Understand company-wide strategic planning and its four steps.Learn how to design business portfolios and develop strategies for growth and downsizing.Understand marketings role in strategic planning and how marketers partner with others.解释公司范围的战略方案及其四个步骤。讨论如何规划业务组合

2、，如何制定生长战略。解释职能方案战略，并评价营销在战略方案中的位置、作用。1Objectives 目的Be able to describe the marketing process and the forces that influence it.Learn the marketing management functions, including the elements of the marketing plan.描画营销过程和影响要素。列出营销管理的职能，包括营销方案的要素。2Case Study 案例研讨Known for films, animation, theme parks

3、 and customer orientationParks offer a variety of attractions as well as cleanliness, order, and warmthSatisfying the customer is everyones jobDisney has grown via diversificationSales and net income have fallen Walt Disney Company 迪士尼公司Discussion: How Can Disney Recover?3Strategic Planning战略方案Strat

4、egic planning is defined as:“The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.战略方案的定义如下：“发明并且坚持组织的目的才干与组织不断变化的营销时机之间的战略配适的过程。4Strategic Planning战略方案Planning activities occur at the business unit, produ

5、ct, and market levels, and include:Defining the purpose and missionSetting objectives and goalsDesigning the business portfolioDeveloping detailed marketing and departmental plans方案行为要在业务单位、产品、和市场三个不同级别上制定。包括：定义公司使命设定公司目的规划业务组合开展详细的营销和部门方案5Strategic Planning战略方案Mission statements should . . .serve a

6、s a guide for what the organization wants to accomplish.be “market-oriented rather than “product-oriented.be neither too narrow, nor too broad.fit with the market environment.be motivating.使命陈说应该指点公司想要完成的义务。是“市场导向，不是“产品导向。宽窄适度顺应市场环境。有激发性。6Strategic Planning战略方案Mission statements guide the developmen

7、t of objectives and goals.Objectives are developed at each level in the organization hierarchy.Strategies are developed to accomplish these objectives.使命陈说引导目的和目的的开展。目的存在于组织层次的每一程度。战略是为了实现这些目的的。7Strategic Planning战略方案Business portfolio: “the collection of businesses and products that make up the com

8、pany.Designing the business portfolio is a key element of the strategic planning process.业务组合：“选择组成企业的商业和产品。商业组合设计是战略方案进程的关键要素。8Analyze the current business portfolio分析当前业务组合Identify strategic business units (SBUs)Assess each SBU:The BCG growth-share matrix classifies SBUs into one of four categorie

9、s using the:Market growth rate SBUs relative market share within the market.识别战略业务单元SBU接近很一个SBU：波士顿咨询集团生长份额矩阵将SBU分为四类中的一种，根据为：市场增长率相对市场份额9BCG Growth-Share MatrixStrategic PlanningHigh RelativeMarket ShareHigh Market GrowthLow Market GrowthStarsCash CowsQuestion MarksDogsLow RelativeMarket Share10波士顿

10、咨询集团生长份额矩阵战略方案相对市场份额高市场增长率高市场增长率低明星业务现金牛业务问题业务瘦狗业务相对市场份额低11Shape the future business portfolio构造未来的业务组合Determine the future role of each SBU and choose the appropriate resource allocation strategy:BuildHoldHarvestDivestSBUs change positions over time决议每一个SBU在未来的角色，并选择相应的资源配置战略：建立持有收获剥夺SBU的位置随时间而改动12

11、Strategic Planning 战略方案Matrix approaches to formal planning share many problems:Difficult, time-consuming, and costly to implement.Focus only on current businesses.Too strongly emphasize market share growth or growth via diversification.用矩阵方法作方案有许多问题：困难、费时、实施起来本钱高昂。集中在当前业务上。过于强调市场份额的扩展或是经过进入有吸引力的新市场

12、来获得增长。13Strategic Planning 战略方案Designing the business portfolio also involves:Developing strategies for growth by identifying, evaluating, and selecting promising new market opportunities. Product/market expansion gridDeveloping strategies for downsizing the business portfolio.设计业务组合还涉及：经过识别、评价和选择市场

13、时机，并为生长开展战略。产品/市场扩展方格开发减少业务组合的战略。14Product/Market Expansion GridStrategic PlanningExisting ProductsNew ProductsExisting MarketsNew MarketsMarket PenetrationMarket DevelopmentProduct DevelopmentDiversification15产品市场扩展方格战略方案现有产品新产品如今市场新市场市场浸透市场开发产品开发多角化16Planning Marketing营销方案Marketing plays a key rol

14、e in the strategic planning process.Marketers must practice CRM and Partner Relationship Management.Partnering with other departments in the company as well as other firms in the marketing system helps to build a superior value delivery-network.在战略开发过程中营销占重要角色。营销者必需进展顾客关系管理和协作关系管理。在营销系统中，与公司内部部门的协作和

15、与外部公司的协作可以协助建立等于高级价值传统网。17Analyzing marketing opportunities分析市场时机The strategic planning and business portfolio analysis processes help to identify and evaluate marketing opportunities.The purpose of the marketing process is to help the firm plan how to capitalize on these opportunities. 战略方案和业务组合分析过

16、程可以协助识别和评价营销时机。营销过程的目的是协助公司在这些时机中进展资本化。 18Selecting target markets选择目的市场细分过程把总体市场分为细分市场。营销细分决议定位于哪能些细分市场。产品的营销定位 也随之确定了。The segmentation process divides the total market into market segments.Target marketing determines which segment(s) are pursued.The market positioning for the product is then deter

17、mined.19Developing the marketing mix开展营销组合竞争对手分析协助引导竞争营销战略的开展。战略经过营销组合变为战术： “4 Ps 产品、价钱、场所、促销卖方观念“4 Cs 顾客选择、本钱、便利、沟通消费者观念Competitor analysis guides competitive marketing strategy development.Strategy leads to tactics by way of the marketing mix: The “Four Ps product, price, place, promotion (seller viewpoint)The “Four Cs customer solution, cost, convenience, and communication (customer viewpoint)20Managing the marketing effort营销人员管理营销分析提供协助方案、实施和控制的信息营销方