科特勒市场管理(第10版)第3章.pptVIP

Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan Market-Oriented Strategic Planning Market-Oriented Strategic Planning Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses Strategic-Planning, Implementation, and Control Process Good Mission Statements: The Boston Consulting Group’s Growth-Share Matrix Market Attractiveness: Competitive- Position Portfolio Classification The Strategic-Pla