三讲市场营销的战略作用.pptVIP

第 三 讲 市场营销的战略作用 战略的构成 ●范围 ●总目标和具体目标 ●资源配置 ●确定竞争优势 ●协同作用 有效的企业宗旨叙述的特点 战略层级 Porter’s Generic Competitive Strategies 波特一般性策略Porter’s Generic Strategies Defined Cost Leadership成本领导 为通过低成本生产标准化产品以满足对价格灵敏顾客的策略A Strategy Aimed at Producing Standardized Products at Low Per-Unit Cost for Consumers Who are Price-Sensitive Differentiation差异化 为在一个特殊的产业中生产服务和产品以满足对定价非灵敏顾客的策略A Strategy Aimed at Producing Products and Services Considered Unique Industry wide and Directed at Consumers Who are Relatively Price-Insensitive Porter’s Generic Strategies(cont) Focus集中 生产产品和服务瞄准小部分的顾客群体A Stra