中英对照 营销 讲义2.pptVIP

Company and Marketing Strategy: Partnering to Build Customer Relationships 公司和营销策略： 合作与建立顾客关系 Objectives 目标 Understand company-wide strategic planning and its four steps. Learn how to design business portfolios and develop strategies for growth and downsizing. Understand marketing’s role in strategic planning and how marketers partner with others. 解释公司范围的战略计划及其四个步骤。 讨论如何规划业务组合，如何制定成长战略。 解释职能计划战略，并评价营销在战略计划中的地位、作用。 Objectives 目标 Be able to describe the marketing process and the forces that influence it. Learn the marketing management functions, including the elements of the marketing plan. 描述营销过程和影响因素。 列出营销管理的职能，包括营销计划的要素。 Case Study 案例研究 Known for films, animation, theme parks and customer orientation Parks offer a variety of attractions as well as cleanliness, order, and warmth Satisfying the customer is everyone’s job Disney has grown via diversification Sales and net income have fallen Strategic Planning战略计划 Strategic planning is defined as: “The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.” 战略计划的定义如下： “创造并且保持组织的目标能力与组织不断变化的营销机会之间的战略配适的过程。” Strategic Planning战略计划 Planning activities occur at the business unit, product, and market levels, and include: Defining the purpose and mission Setting objectives and goals Designing the business portfolio Developing detailed marketing and departmental plans 计划行为要在业务单位、产品、和市场三个不同级别上制定。包括： 定义公司使命 设定公司目标 规划业务组合 发展详细的营销和部门计划 Strategic Planning战略计划 Mission statements should . . . serve as a guide for what the organization wants to accomplish. be “market-oriented” rather than “product-oriented”. be neither too narrow, nor too broad. fit with the market environment. be motivating. 使命陈述应该 指导公司想要完成的任务。 是“市场导向”，不是“产品导向”。 宽窄适度 适应市场环境。 有激发性。 Strategic Planning战略计划 Mission statements guide the development of objectives and goals. Objectives are developed at each level in the organization hierarchy. Strategies are developed to acco