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* * Note to Instructor Functional organization: This is the most common form of marketing organization with different marketing functions headed by a functional specialist. Geographic organization: Useful for companies that sell across the country or internationally. Managers are responsible for developing strategies and plans for a specific region. Product management: Useful for companies with different products or brands. Managers are responsible for developing strategies and plans for a specific product or brand. Market or customer management organization: Useful for companies with one product line sold to many different markets and customers. Managers are responsible for developing strategies and plans for their specific markets or customers. Customer management involves a customer focus and not a product focus for managing customer profitability and customer equity. * Note to Instructor Operating control involves checking ongoing performance against an annual plan and taking corrective action as needed. Strategic control involves looking at whether the company’s basic strategies are well matched to its opportunities. * * 第2章 公司战略与营销战略：合作建立客户关系 《市场营销原理》 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 学习目标 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 主题概览 管理营销活动 营销战略和营销组合 规划营销：合作建立客户关系 公司战略规划：定义营销的作用 测量与管理营销投资回报率 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 2.1 Companywide Strategic Planning: Defining Marketings Role 公司战略规划：定义营销的作用 战略规划是在组织的目标和能力与不断变化的市场机会之间建立和维持战略适配的过程。 战略 战术 作业计划 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 战略规划的步骤 定义公司使命 计划营销和其他职能战略 规划业务组合 设定公司目标 公司层 业务单位、产品和市场层 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 使命陈述是组织目标的说明，即
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