【课件】市场营销原理,清华大学出版社,英文原版教材课件.ppt

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1、Chapter2-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapterTwoCompanyandMarketingStrategyPartneringtoBuildCustomerRelationshipsChapter2-slide2Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanyandMarketingStrategyCompanywideStrategicPlanning:DefiningMarketingsRoleD

2、esigningtheBusinessPortfolioPlanningMarketing:PartneringtoBuildCustomerRelationshipsMarketingStrategyandtheMarketingMixManagingtheMarketingEffortTopicOutlineChapter2-slide3Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningStrategicplanningistheprocessofdevelopinga

3、ndmaintainingastrategicfitbetweentheorganizationsgoalsandcapabilitiesanditschangingmarketingopportunitiesStrategicPlanningChapter2-slide4Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningThemissionstatementistheorganizationspurpose,whatitwantstoaccomplishinthelarg

4、erenvironmentMarket-orientedmissionstatementdefinesthebusinessintermsofsatisfyingbasiccustomerneedsDefiningaMarket-OrientedMissionChapter2-slide5Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningBusinessobjectivesBuildprofitablecustomerrelationshipsInvestinresearc

5、hImproveprofitsMarketingobjectivesIncreasemarketshareCreatelocalpartnershipsIncreasepromotionSettingCompanyObjectivesandGoalsChapter2-slide6Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningThebusinessportfolioisthecollectionofbusinessesandproductsthatmakeupthecom

6、panyPortfolioanalysisisamajoractivityinstrategicplanningwherebymanagementevaluatestheproductsandbusinessesthatmakeupthecompanyDesigningtheBusinessPortfolioChapter2-slide7Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningStrategicbusinessunit(SBU)isaunitofthecompan

7、ythathasaseparatemissionandobjectivesthatcanbeplannedseparatelyfromothercompanybusinessesCompanydivisionProductlinewithinadivisionSingleproductorbrandAnalyzingtheCurrentBusinessPortfolioChapter2-slide8Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningIdentifykeybu

8、sinesses(strategicbusinessunits,orSBUs)thatmakeupthecompanyAssesstheattractivenessofitsvariousSBUsDecidehowmuchsupporteachSBUdeservesAnalyzingtheCurrentBusinessPortfolioChapter2-slide9Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningDifficultyindefiningSBUsandmea

9、suringmarketshareandgrowthTimeconsumingExpensiveFocusoncurrentbusinesses,notfutureplanningProblemswithMatrixApproachesChapter2-slide10Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningProduct/marketexpansiongridisatoolforidentifyingcompanygrowthopportunitiesthroug

10、hmarketpenetration,marketdevelopment,productdevelopment,ordiversificationDevelopingStrategiesforGrowthandDownsizingChapter2-slide11Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningDevelopingStrategiesforGrowthandDownsizingProduct/MarketExpansionGridStrategiesMark

11、etpenetrationMarketdevelopmentProductdevelopmentDiversificationChapter2-slide12Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningMarketpenetrationisagrowthstrategyincreasingsalestocurrentmarketsegmentswithoutchangingtheproductMarketdevelopmentisagrowthstrategythat

12、identifiesanddevelopsnewmarketsegmentsforcurrentproductsDevelopingStrategiesforGrowthandDownsizingChapter2-slide13Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningProductdevelopmentisagrowthstrategythatoffersnewormodifiedproductstoexistingmarketsegmentsDiversific

13、ationisagrowthstrategyforstartinguporacquiringbusinessesoutsidethecompanyscurrentproductsandmarketsDevelopingStrategiesforGrowthandDownsizingChapter2-slide14Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallCompanywideStrategicPlanningDownsizingisthereductionofthebusinessportfoliobyeliminati

14、ngproductsorbusinessunitsthatarenotprofitableorthatnolongerfitthecompanysoverallstrategyDevelopingStrategiesforGrowthandDownsizingChapter2-slide15Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallPlanningMarketingValuechainisaseriesofdepartmentsthatcarryoutvalue-creatingactivitiestodesign,pr

15、oduce,market,deliver,andsupportafirmsproductsPartneringtoBuildCustomerRelationshipsChapter2-slide16Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallPlanningMarketingValuedeliverynetworkismadeupofthecompany,suppliers,distributors,and,ultimately,customerswhopartnerwitheachothertoimproveperfor

16、manceoftheentiresystemPartneringtoBuildCustomerRelationshipsChapter2-slide17Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallMarketingStrategyandtheMarketingMixMarketsegmentationisthedivisionofamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehavior,andwhomightrequir

17、eseparateproductsormarketingmixesMarketsegmentisagroupofconsumerswhorespondinasimilarwaytoagivensetofmarketingeffortsCustomer-DrivenMarketingStrategyChapter2-slide18Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallMarketingStrategyandtheMarketingMixMarkettargetingistheprocessofevaluatingeac

18、hmarketsegmentsattractivenessandselectingoneormoresegmentstoenterCustomer-CenteredMarketingStrategyChapter2-slide19Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallMarketingStrategyandtheMarketingMixMarketpositioningisthearrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelati

19、vetocompetingproductsinthemindsofthetargetconsumerCustomer-CenteredMarketingStrategyChapter2-slide20Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallMarketingStrategyandtheMarketingMixMarketingmixisthesetofcontrollabletacticalmarketingtoolsproduct,price,place,andpromotionthatthefirmblendsto

20、producetheresponseitwantsinthetargetmarketDevelopinganIntegratedMarketingMixChapter2-slide21Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallManagingtheMarketingEffortExecutivesummaryMarketingsituationThreatsandopportunitiesObjectiveandissuesActionprogramsBudgetsControlsMarketPlanningPartso

21、faMarketingPlanChapter2-slide22Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallManagingtheMarketingEffortImplementingistheprocessthatturnsmarketingplansintomarketingactionstoaccomplishstrategicmarketingobjectivesSuccessfulimplementationdependsonhowwellthecompanyblendsitspeople,organization

22、alstructure,decisionandrewardsystem,andcompanycultureintoacohesiveactionplanthatsupportsitsstrategiesMarketingImplementationChapter2-slide23Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallManagingtheMarketingEffortFunctionalorganizationGeographicorganizationProductmanagementorganizationMar

23、ketorcustomermanagementMarketingDepartmentOrganizationChapter2-slide24Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallManagingtheMarketingEffortControllingisthemeasurementandevaluationofresultsandthetakingofcorrectiveactionasneededOperatingcontrolStrategiccontrolMarketingControlChapter2-sl

24、ide25Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallMeasuringandManagingReturnonMarketingInvestmentReturnonmarketinginvestment(marketingROI)isthenetreturnfromamarketinginvestmentdividedbythecostsofthemarketinginvestment.MarketingROIprovidesameasurementoftheprofitsgeneratedbyinvestmentsinm

25、arketingactivities.ReturnonMarketingInvestment(MarketingROI)Chapter2-slide26Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallAllrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.Copyright2010PearsonEducation,Inc.Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallPublishingasPrenticeHall