营销管理ch02-营销的策略规划与控制.pptVIP

2 Planning, Implementing, and Controlling Marketing Strategies Objectives To describe the strategic planning process To explain how organizational resources and opportunities affect the planning process To understand the role of the mission statement in strategic planning To examine corporate, business-unit, and marketing strategies Objectives (cont’d) To understand the process of creating the marketing plan To describe the marketing implementation process and the major approaches to marketing implementation Chapter Outline Understanding the Strategic Planning Process Assessing Organizational Resources and Opportunities Establishing an Organizational Mission and Goals Developing Corporate, Business-Unit, and Marketing Strategies Creating the Marketing Plan Implementing Marketing Strategies Understanding the Strategic Planning Process Strategic Planning The process of establishing an organizational mission and formulating goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan Components of Strategic Planning Marketing Strategy and Marketing Plan Marketing Strategy A plan of action for identifying and analyzing a target market and developing a marketing mix to meet the needs of that market Marketing Plan A written document that specifies the activities to be performed to implement and control an organization’s marketing activities Assessing Organizational Resources and Opportunities Core Competencies Things a firm does extremely well (strengths), which sometimes give it an advantage over its competition Financial and human resources Reputation, goodwill, and brand names Assessing Organizational Resources and Opportunities (cont’d) Market Opportunity A combination of circumstances and timing that permits an organization to reach a target market Core competencies are matched to opportunities Strategic windows—temporary periods of optimal fit between the key requirements of a market and the particular capabilities of a firm Asses