国际市场营销(第四章讲稿).pptVIP

Chapter Objectives How can a company make suitable market mix strategies ? How can a company identify the segments that make up a market? What criteria can a company use to choose the most attractive target market? Ⅰ、Marketing Strategy 1、Strategic planning: three key areas and four organizational levels 2、Corporate and division strategic planning 3、Business unit strategic planning 4、The marketing process 5、Product planning: the nature and contents of a marketing plan 1、Strategic planning: three key areas and four organizational levels Strategic planning calls for action in three key areas: The first is managing a companys businesses as an investment portfolio. The second involves assessing each businesss strength by considering the markets growth rate and the companys position and fit in that market. The third is establishing a strategy. Most large companies consist of four organizational levels： the corporate level the division level the business unit level the product level The marketing plan operates at two levels: strategic and tactical. The strategic marketing plan lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service. The marketing plan is the central instrument for directing and coordinating the marketing effort. 2、Corporate and division strategic planning 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 战略的计划、执行和控制过程 The Boston Consulting Group’s Growth-Share Matrix Market Attractiveness: Competitive- Position Portfolio Classification The Strategic-Planning Gap Three Intensive G