CH02 [自动保存的].ppt

This chapter describes how organizations set their mission and overall direction and link these activities to marketing strategies. As consumers become more concerned about a company’s impact on society, marketing strategy may need to be linked to the social goals of the company’s mission statement, as at Ben Jerry’s. Benchmarking often involves studying operations in completely different businesses. When General Mills sought ideas on how to reduce the time to convert its production lines from one cereal to another, it sent a team to observe the pit crews at the Indianapolis 500 race. The result: General Mills cut its plant changeover time by more than half. * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Slide 2-93 A marketing strategy is the means by which a marketing goal is to be achieved, usually characterized by a specific target market and a marketing program to reach it. Marketing Strategy Slide 2-94 Marketing tactics are detailedday-to-day operational decisions essential to the overall success of marketing strategies. Marketing Tactics * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Slide 2-61 FIGURE A-1 Elements in typical marketing and business plans targeted at different audiences Slide 2-62 SPECIALIZED BICYCLE COMPONENTS, INC.:RIDE THE RED “S” VIDEO CASE 2 Slide 2-63 VIDEO CASE 2Specialized Bicycle Components Slide 2-64 1. Do a SWOT analysis for Specialized. Use Figure 2-6 in Chapter 2 and Figure 1 in Appendix A as guides. In assessing internal factors (strengths and weaknesses), use the material provided in the case. In assessing external factors (opportunities and threats), augment the case material with what you see happening in the bicycle industry. VIDEO CASE 2Specialized Bicycle Components Slide 2-65 2. As part of step 2 of the planning phase, and using your SWOT analysis, select target markets on which you might focus for present and potential users. VIDEO CASE 2Specialized Bicycle Components Slide 2-66 3