了解营销和市场过程英文

Part

OneUnderstandingmarketingandthemarketingprocess

​LectureTwoStrategicplanningandthemarketingprocess​AtaglanceExplainthestrategicplanninganditsfourstepsDiscusshowtodesignbusinessportfoliosandgrowthstrategiesDescribethemarketingprocessandtheforcesthatinfluenceitWhatisstrategicplanning?Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.StepsinstrategicplanningdefiningaclearcompanymissionSettingsupportingobjectivesDesigningasoundbusinessportfolioCoordinatingfunctionalstrategiesBusinessunit,product,andmarketlevelCompanylevelRemembermarketingplancontains:MissionstatementFinancialsummaryofwhatitseekstoachieveMarketoverviewSWOTanalysisAssumptionsMarketingobjectivesMarketingstrategiesProgrammes(withforecastsandbudgets)VisionMissionObjectivesStrategiesOperationalplansThelogicalsequenceunderlyingplans:fromvisiontooperationalplansContentsofmarketingplanDefiningthecompany’sbusinessandmissionMissionstatement:astatementoftheorganization’spurposewhatitwantstoaccomplishinthelargerenvironment.MarketorientedRealisticSpecificMotivatingCompanyProduct-orientationMarket-orientationPoppyWemakelipsticksWeselllifestyleandself-expression;successandstatus;memories,hopsanddreamsSeaWorldWerunathemeparkWeprovidefantasiesandentertainmentKmartWerundiscountstoresWeofferproductsandservicesthatdelivervaluetomiddle-ChineseXeroxWemakecopying,faxandotherofficemachinesWemakebusinessesmoreproductivebyhelpingthemscan,store,retrieve,revise,distribute,printandpublishdocumentsMarket-orientationbusinessdefinitionsSettingcompanyobjectivesandgoalsMission:“Food,health,hope”ofhelpingtofeedtheworld’sexplodingpopulationwhileatthesametimesustainingtheenvironment.Overallobjective:tocreateenvironmentallybetterproductsandgetthemtomarketfasteratlowercosts.Theagriculturaldivision’sobjective:increaseagriculturalproductivityandreducechemicalpollutionby…SettingcompanyobjectivesandgoalsImproveprofitsIncreasesalesReducecostsIncreasemarketshareinexistingmarketEnternewmarketIncreaseproductavailabilityandpromotionEstablishdistributionchannelsandsalesprogramsHierarchy,SpecificDesigningthebusinessportfolioBusinessportfolio:thecollectionofbusinessesandproductsthatmakeupthecompany.AnalyzingthecurrentbusinessportfolioBostonconsultinggroupapproachTheGeneralElectricapproachDevelopinggrowthstrategiesintheageofconnectednessProduct-marketexpansiongridWhatisstrategicbusinessunit(SBU)?Aunitofthecompanythathasaseparatemissionandobjectivesandthatcanbeplannedindependentlyfromothercompanybusinesses.SBUcanbeacompanydivision,aproductlinewithadivision,orsometimesasingleproductorbrand.COWRelativeMarketShareRateofmarketgrowth1327845610X1X0.1X010%22%BCGApproachStrongAverageWeakHighMediumLowIndustryattractivenessBusinessstrengthBACDFGEGEApproachMarketPenetrationProductDevelopmentMarketDevelopmentDiversificationNewNewExistingExistingMarketProductGrowthDirectionsforaGivenProduct-marketcombinationPlanningcross-functionalstrategiesMarketing’sroleinstrategicplanningCompanyStrategicplannerSBUOperationMarketingandotherbusinessfunctionsMarketingprocessAnalyzingmarketingopportunitiesSelectingtargetmarketsDevelopingthemarketingmixManagingthemarketingeffortS-T-P战略市场细分Segmenting市场定位Positioning目标市场选择TargetingTargetcustomersIntendedpositioningProduct/servicesVarietyQualityDesignFeaturesBrandnamePackageSizeAdd-onsWarrantiesreturnsPricelistpriceDiscountsAllowancesSettlementtermsCredittermsPromotionAdvertisingPersonalsellingdirectmarketingSynchronousmarketingPlacementdemandchainmanagementlogisticsmanagementChannelmanagementMarketingmixManagingthemarketingeffortMarketinganalysisMarketingplanningMarketingimplementationMarketingdepartmentorganizationMarketingcontrolAnalysisPlanningDevelopstrategicplansDevelopmarketingplansImplementationCarryouttheplansControlMeasureresultsEvaluateresultTakecorrectiveactionTherelationshipbetweenanalysis,planning,implementationandcontrolThecomponentsofthemarketingplan1.Executivesummary2.Currentmarketingsituation3.Opportunityandissueanalysis4.Objectives5.Marketingstrategy6.Actionprograms7.Projectedprofit-and-lossstatement8.ControlsMarketingdepartmentorganizationFivestructuresfunctionalorganizationgeographicalorganizationproductmanagementorganizationmarketmanagementorganizationproductmanagement/marketmanagementorganizationMarketingdirector/managerSalesmanagerAdvertisingmanagerMarketingresearchmanagerCustomerservicemanagerNew-productmanagerFunctionalorganizationMarketingdirector/managerSalesmanagerAdvertisingmanagerMarketingresearchmanagerCustomerservicemanagerNew-productmanagerGeographicalorganizationRegionalsalesmanager(4)Districtsalesmanager(20)Salespersons(200)Marketingdirector/managerSalesmanagerAdvertisingmanagerMarketingresearchmanagerCustomerservicemanagerNew-productmanagerProductmanagementorganizationProductmanagementIncluding:Marketresearch;marketingresearch;productevaluation;environmentalstudies;otherresearchactivesOrganizationdevelopmentpolicyControlandmeasurementObjectivesandstrategiesMarketingoperationsInputandadjustmentSuchas:SalesforcemanagementDistributioncostanalysisEvaluationofadvertisingTestmarketingServiceauditInventorycontrolFor:MarketingProductsPriceDistributionSellingAdvertisingpromotionTotalsub-activitiesofthemarketingorganizationThecontrolprocessSetgoalsWhatdowewanttoachieve?MeasureperformanceWhatishappening?EvaluateperformanceWhyisithappening?TakecorrectiveactionWhatshouldwedoaboutit?NextweekMarketingenvironmentAssignment:Reviewingthelecture2Textbook(chapter2)/P44-77Orgnizingdiscussionofcaseonpage81.gettinginformationandwritingtheoutletonthemarketingEnvironmentTextbook(chapter3)1在企业内部，只有成本。21世纪，没有危机感是最大的危机。如果有一个项目，首先要考虑有没有人来做。如果没有人做，就要放弃，这是一个必要条件。20世纪是生产率的世纪，21世纪是质量的世纪，质量是和平占领市场最有效的武器。把一件简单的事做好就不简单，把每一件平凡的事做好就不平凡。自古以来的伟人，大多是抱着不屈不挠的精神，从逆境中挣扎奋斗过来的。31-1月-2316:351月-23科学技术的进步将会给人们的生活带来巨大的影响，而人们要不断适应这种时代的变化，而不要坐等未来，失去自我发展的良好机2023/1/31会。2023/1/3116:35:39不只奖励成功，而且奖励失败。一个人想要成功，就要学会在机遇从头顶上飞过时跳起来抓住它。这样逮到机遇的机会就会增大。16:35:3916:351月-23公平不是总存在的，在生活学习的各个方面总有一些不能如意的地方。但只要适应它，并坚持到底，总能收到意想不到的成效。花费数百元买一本书，便可以获得别人的智慧经验。然而，如果你全盘模仿，不加思考，那有时就会画虎不成反类犬。不能搞平均主义，平均主义惩罚表现好的，鼓励表现差的，得来的只是一支坏的职工队伍。1月-2316:35利人为利已的根基，商业经营上老是为自己着想，而不顾及到他人，利也就可能随之“飞”了。管理就是把复杂的问题简单化，把混乱的事情规范化。质量等于利润。1月-2316:3516:35:39失败并非坏事，一次失败能教会你许多，甚至比你大学里所学的还有用。喷泉的高度不会超过它的源头;一个人的事业也是这样，他的成就绝不会超过自己的信念。31-1月-23机会并不会自动地转化为钞票只花一元钱的顾客，比花一百元的顾客，对生意的兴隆更具有根本性的影响力。16:35:3919:111月-23做事，不止是人家要我做才做，而是人家没要我做也争着去