世界行销讲座之战略的规划.pptVIP

Marketing: Real People, Real Decisions / * / * strategic planning p30 tactical planning p31 * operational planning p31 cross-functional planning p31 * mission statement p32 /about/goal.html /pfizerinc/about/focus/mission_mission.htm http://www2.canadiantire.ca/CTenglish/vision.html http://www.diabetes.ca/cda/index.html http://www.liberal.ca/lpc/regions.asp?pageview=overviewlanguage=engorigin=region * SWOT analysis p34 internal environment p34 external environment p34 / * objectives p35 / * strategic business units (SBU) p35 business portfolio p36 portfolio analysis p36 * question marks p37 stars p37 * cash cows p37 dogs p37 * market penetration p38 market development p38 / * product development p38 diversification p38 http://www.presidentschoice.ca/ * competitive advantage p40 distinctive competency p40 differential benefits p41 * marketing objectives p41 selecting the target market(s) p44 / * marketing plan p46 situation analysis p46 /english/vehicles/chevrolet/corvette/corv_overview.html * implementation p47 marketing budget p47 trend analysis p48 marketing audit p49 / * Strategic Planning Chapter 2 Lecture Slides Solomon, Stuart, Carson, Smith Your name here Course title/number Date 2-* Chapter Learning Objectives When you have completed your study of this chapter, you should be able to: Explain the strategic planning process Tell how firms gain a competitive advantage and describe the factors that influence marketing objectives Describe the steps in the marketing planning process Explain the factors involved in the implementation and control of the marketing plan 2-* Introduction to the Topic “Organizations rarely plan to fail, but they often fail to plan” -famous quote, origin unknown. The above quotation speaks to the importance of strategic planning and the potential consequences of doing a poor job at it. Planning helps organizations: To cope with rapidly changing factors within their environment. Control its destiny through the setting of