戴维战略管理理论与案例——获取竞争优势的方法第版英文内部分析解析.ppt

Distribution Distribution includes warehousing, distribution channels, distribution coverage, retail site locations, sales territories, inventory levels and location, transportation carriers, wholesaling, and retailing especially important when a firm is striving to implement a market development or forward integration strategy 4-* Copyright ?2013 Pearson Education, Inc. publishing as Prentice Hall Marketing Research Marketing research the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services can uncover critical strengths and weaknesses 4-* Copyright ?2013 Pearson Education, Inc. publishing as Prentice Hall Cost/Benefit Analysis Three steps are required to perform a cost/benefit analysis: compute the total costs associated with a decision, estimate the total benefits from the decision, compare the total costs with the total benefits. 4-* Copyright ?2013 Pearson Education, Inc. publishing as Prentice Hall Marketing Audit Checklist of Questions Are markets segmented effectively? Is the organization positioned well among competitors? Has the firm’s market share been increasing? Are present channels of distribution reliable and cost effective? Does the firm have an effective sales organization? Does the firm conduct market research? 4-* Copyright ?2013 Pearson Education, Inc. publishing as Prentice Hall Marketing Audit Checklist of Questions Are product quality and customer service good? Are the firm’s products and services priced appropriately? Does the firm have an effective promotion, advertising, and publicity strategy? Are marketing, planning, and budgeting effective? Do the firm’s marketing managers have adequate experience and training? Is the firm’s Internet presence excellent as compared to rivals? 4-* Copyright ?2013 Pearson Education, Inc. publishing as Prentice Hall Finance/Accounting Functions The functions of finance/accounting comprise three decisions: the investment decision the fina