市场营销学第二部分-营销策划的过程及分析方法.ppt
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1、第一讲(2),理解营销过程,一 营销战略管理:分析、计划、执行、控制,二 市场营销战略计划步骤,三 市场营销系统与需求管理*,四 企业对待市场的导向*,Customer-Driven,主要内容,分析,计划 公司计划 部门计划 业务计划 产品计划,执行 组织、执行,控制 衡量结果 评价结果 采取修正行动,市场营销的战略计划、执行和控制过程,战略计划步骤,确定公司使命,Company,Product-orientation,Market-orientation,Poppy,We make lipsticks,We sell lifestyle and self-expression; succes
2、s and status; memories, hops and dreams,Sea World,We run a theme park,We provide fantasies and entertainment,Kmart,We run discount stores,We offer products and services that deliver value to middle-Chinese,Xerox,We make copying, fax and other office machines,We make businesses more productive by hel
3、ping them scan, store, retrieve, revise, distribute, print and publish documents,确定市场导向的公司使命,Setting company objectives and goals,Mission: “Food, health, hope” - of helping to feed the worlds exploding population while at the same time sustaining the environment.,Overall objective: to create environ
4、mentally better products and get them to market faster at lower costs.,The agricultural divisions objective: increase agricultural productivity and reduce chemical pollution by ,Setting company objectives and goals,Improve profits,Increase sales,Reduce costs,Increase market share in existing market,
5、Enter new market,Increase product availability and promotion,Establish distribution channels and sales programs,Hierarchy, Specific,设计业务组合,分析当前业务组合或战略业务单位, 决定哪些业务单位应该扩大、减少、或不投资, 制定新增业务战略。,问号类 High growth, low share Build into Stars or phase out Require cash to hold market share,明星类 High growth & sha
6、re Profit potential May need heavy investment to grow,金牛类 Low growth, high share Established, successful SBUs Produce cash,狗类 Low growth & share Low profit potential,相对市场占有率 高 低,市场增长率 低 高,分析当前业务:BCG 模型,?,Relative Market Share,Rate of market growth,BCG Approach,困难,费时,执行成本高,难以界定SBUs,和测量市场份额增长,集中于当前业务,
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