[管理学]PM 7.pptVIP

对外经济贸易大学 国际工商管理学院市场营销学系 I. Holistic Marketing Orientation and Customer Value Holistic marketing addresses three key management questions: Value exploration—identify new value opportunities Value creation—create more promising new value offerings Value delivery—deliver the new value offerings more efficiently I. A Holistic Marketing Framework II. Discussion on Strategy What is Strategy? Competitive Strategies in Different Positions Three Generic Strategies The Five Determinants of Industry Profitability Alternative Views of Strategy Market Leader Market Challenger Market Follower Market Nicher Vision Market Oriented Realistic Specific Distinctive Competencies Motivating SWOT Analysis Guiding Philosophy Inputs to Planning Strategy Design Questions 1. What’s the position of business portfolio analysis as related to the planning of marketing mix? 2. How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s? (cont.) Questions 3. To predict for the outcome for力帆、波导、小天鹅’s entry into automobile industry，what key factors or information do you need to know? The Four Ps -- The Four Cs Marketing Mix Product Price Promotion Place Customer Solution Customer Cost Communication Convenience Marketing Mix Product PRODUCT Variety Quality Design Features Brand name Packaging Sizes Add-ons Warranties Returns PROMOTION Advertising Personal selling Direct marketing Synchronous marketing PLACEMENT for customer service Demand chain management Logistics management Channel management PRICE List price Discounts Allowances Settlement and credit terms PEOPLE People interacting with people is how many service situations might be described. Relationships are important in marketing PROCESS In the case of 慼igh-contact?services, customers are involved in the process. Technology is also important in conversion operations and servic