【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

ChapterTwoCompanyandMarketingStrategyPartneringtoBuildCustomerRelationships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CompanyandMarketingStrategyCompanywideStrategicPlanning:DefiningMarketing’sRoleDesigningtheBusinessPortfolioPlanningMarketing:PartneringtoBuildCustomerRelationshipsMarketingStrategyandtheMarketingMixManagingtheMarketingEffortTopicOutline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CompanywideStrategicPlanningStrategicplanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunitiesStrategicPlanning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CompanywideStrategicPlanningThemissionstatementistheorganization’spurpose,whatitwantstoaccomplishinthelargerenvironmentMarket-orientedmissionstatementdefinesthebusinessintermsofsatisfyingbasiccustomerneedsDefiningaMarket-OrientedMission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CompanywideStrategicPlanning

SettingCompanyObjectivesandGoals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CompanywideStrategicPlanningThebusinessportfolioisthecollectionofbusinessesandproductsthatmakeupthecompanyPortfolioanalysisisamajoractivityinstrategicplanningwherebymanagementevaluatestheproductsandbusinessesthatmakeupthecompanyDesigningtheBusinessPortfolio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CompanywideStrategicPlanningStrategicbusinessunit(SBU)isaunitofthecompanythathasaseparatemissionandobjectivesthatcanbeplannedseparatelyfromothercompanybusinessesCompanydivisionProductlinewithinadivisionSingleproductorbrandAnalyzingtheCurrentBusinessPortfolio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CompanywideStrategicPlanningAnalyzingtheCurrentBusinessPortfolio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CompanywideStrategicPlanningDifficultyindefiningSBUsandmeasuringmarketshareandgrowthTimeconsumingExpensiveFocusoncurrentbusinesses,notfutureplanningProblemswithMatrixApproaches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CompanywideStrategicPlanningProduct/marketexpansiongridisatoolforidentifyingcompanygrowthopportunitiesthroughmarketpenetration,marketdevelopment,productdevelopment,ordiversificationDevelopingStrategiesforGrowthandDownsizing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CompanywideStrategicPlanningDevelopingStrategiesforGrowthandDownsizingProduct/MarketExpansionGridStrategies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CompanywideStrategicPlanningMarketpenetrationisagrowthstrategyincreasingsalestocurrentmarketsegmentswithoutchangingtheproductMarketdevelopmentisagrowthstrategythatidentifiesanddevelopsnewmarketsegmentsforcurrentproductsDevelopingStrategiesforGrowthandDownsizing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CompanywideStrategicPlanningProductdevelopmentisagrowthstrategythatoffersnewormodifiedproductstoexistingmarketsegmentsDiversificationisagrowthstrategyforstartinguporacquiringbusinessesoutsidethecompany’scurrentproductsandmarketsDevelopingStrategiesforGrowthandDownsizing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CompanywideStrategicPlanningDownsizingisthereductionofthebusinessportfoliobyeliminatingproductsorbusinessunitsthatarenotprofitableorthatnolongerfitthecompany’soverallstrategyDevelopingStrategiesforGrowthandDownsizing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PlanningMarketingValuechainisaseriesofdepartmentsthatcarryoutvalue-creatingactivitiestodesign,produce,market,deliver,andsupportafirm’sproductsPartneringtoBuildCustomerRelationships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PlanningMarketing

Valuedeliverynetworkismadeupofthecompany,suppliers,distributors,and,ultimately,customerswhopartnerwitheachothertoimproveperformanceoftheentiresystemPartneringtoBuildCustomerRelationships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MarketingStrategyandtheMarketingMixMarketsegmentationisthedivisionofamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehavior,andwhomightrequireseparateproductsormarketingmixesMarketsegmentisagroupofconsumerswhorespondinasimilarwaytoagivensetofmarketingeffortsCustomer-DrivenMarketingStrategy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MarketingStrategyandtheMarketingMixMarkettargetingistheprocessofevaluatingeachmarketsegment’sattractivenessandselectingoneormoresegmentstoenterCustomer-CenteredMarketingStrategy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MarketingStrategyandtheMarketingMixMarketpositioningisthearrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsofthetargetconsumerCustomer-CenteredMarketingStrategy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MarketingStrategyandtheMarketingMixMarketingmixisthesetofcontrollabletacticalmarketingtools—product,price,place,andpromotion—thatthefirmblendstoproducetheresponseitwantsinthetargetmarketDevelopinganIntegratedMarketingMix氏狙瘁本续拒阀虱搏关那么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ManagingtheMarketingEffortMarketPlanning—PartsofaMarketingPlan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ManagingtheMarketingEffortImplementingistheprocessthatturnsmarketingplansintomarketingactionstoaccomplishstrategicmarketingobjectivesSuccessfulimplementationdependsonhowwellthecompanyblendsitspeople,organizationalstructure,decisionandrewardsystem,andcompanycultureintoacohesiveactionplanthatsupportsitsstrategiesMarketingImplementation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ManagingtheMarketingEffortMarketingDepartmentOrganization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ManagingtheMarketingEffortControllingisthemeasurementandevaluationofresultsandthetakingofcorrectiveactionasneededOperatingcontrolStrategiccontrolMarketingControl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MeasuringandManaging

ReturnonMarketingInvestment

Returnon