市场营销战略与场细分.docVIP

选用教材 营销管理 [美]菲利普?科特勒著第十一版 上海经济出版社 第四章 市场营销战略与市场细分 教学目的：通过本章学习使学生理解企业要在制定正确的市场营销战略的基础上学会使这些策略协调配合，得到最佳的市场营销组合战略，基于此进行具体的市场细分与选择目标市场的营销活动。 教学重点：市场营销组合战略的含义、编制营销计划、市场细分 教学难点：怎样编制营销计划、市场细分的策略 教学时数： 6学时（讲授、讨论） 教学内容与步骤： Chapter 4 Marketing Strategy, Market Segments and Selecting Target Markets In this chapter, we will address the following questions: 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? 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. For each business, the company must develop a game plan for achieving its long-run objectives. To understand marketing management, we must understand strategic planning. Most large companies consist of four organizational levels; the corporate level, the division level, the business unit level, and the product level. Corporate headquarters is responsible for designing a corporate strategic plan to guide the whole enterprise; it makes decisions on the amount of resources to allocate to each division, as well as on which businesses to start or eliminate. Each division establishes a division plan covering the allocation of funds to each business unit within the division. Each business unit develops a strategic plan to carry that business unit into a profitable future. Finally, each product level (product line, brand) within a business unit develops a marketing plan for achieving its objectives in its product market. The marketing plan operates at two levels: strategic and tactical. The strategic marketing plan lays out the target markets and