了解的营销和市场过程.pptVIP

Part One Understanding marketing and the marketing process Lecture Two Strategic planning and the marketing process At a glance Explain the strategic planning and its four steps Discuss how to design business portfolios and growth strategies Describe the marketing process and the forces that influence it Steps in strategic planning Defining the company’s business and mission Mission statement: a statement of the organization’s purpose---what it wants to accomplish in the larger environment. Market oriented Realistic Specific Motivating Setting company objectives and goals Setting company ob