【营销学双语课件】产品市场扩展矩阵.pptVIP

Developing Growth Strategies 产品/ 市场 拓展矩阵 市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets. 产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products. 多元化: new products for new markets. How? Start up or buy new businesses. 市场营销在企业战略规划中的作用 目标市场选择过程 Market Segmentation: determining distinct groups of buyers (segments) with different needs. Market Targeting: evaluating and selecting which target segments to enter. Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products. 基于竞争优势的营销战略 Market-Leader Market Challenger Market-Follower Market-Nicher 市场营销管理 营销规划程序 营销控制 商务策划学院 2002 2- * 1. 市场 渗透 2. 市场 开发 3. 产品 开发 4. 多元化发展 Existing Markets New Markets Existing Products New Products 产品/ 市场 扩展 矩阵 Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives Develop Marketing Plans Budget Marketing Implementation Turn Marketing Plans into Action Plans to Achieve Marketing Objectives Marketing Analysis of Company’s Situation Control Measure Results Evaluate Results Take Corrective Action Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls Set Marketing Goals Measure Performance Evaluate Performance Take Corrective Action Product/Market Expansion Grid This CTR corresponds to Figure 2-4 on p. 41 and relates to the material on pp. 41-42. Developing Growth Strategies Market Penetration. A penetration strategy involves increasing sales to present target customers. The product itself remains unchanged although there may be a substantial change in how the product is promoted. You may wish t