kotler营销管理（第11版） 课件_12.pptVIP

Chapter 4Winning Markets ThroughMarket-Oriented Strategic Planningby;Kotler on Marketing;Chapter Objectives;Strategic Planning: Three Key Areas and Four Organization Levels;Corporate and Division Strategic Planning;Corporate and Division Strategic Planning;Can you name a company that has recently changed its product scope or market segment scope in a very public way? Was this an expansion or contraction of scope?;Corporate and Division Strategic Planning;Table 4.1: Product-Oriented versus Market-Oriented Definitions of a Business;Corporate and Division Strategic Planning;The Growth-Share Matrix Relative market share Four Cells Question Marks Stars Cash Cows Dogs SBU Strategies SBU Lifecycle;Can you give an example of a “Star” that skipped “Cash Cow”, and went straight to “Dog” status?;Corporate and Division Strategic Planning;Table 4-2: Factors underlying Market Attractiveness and Competitive Position in GE Multifactor Portfolio Model: Hydraulic-Pumps Market;Corporate and Division Strategic Planning;Corporate and Division Strategic Planning;Starbucks’ home page: Customers can request a catalog of Starbucks products, subscribe to a newsletter, and shop online;Corporate and Division Strategic Planning;Give an example of a market segment where integrative growth would be preferable to growth through diversification. Explain why one approach is better than the other. ;Business Unit Strategic Planning ;Give some examples of companies that have grown to dominate their market segment by using technology to make buying opportunities more convenient and efficient.;Business Unit Strategic Planning ;Figure 4-7: Opportunity and Threat Matrices;Business Unit Strategic Planning ;Business Unit Strategic Planning ;Travelocity’s Web site helps the consumer plan the whole vacation – flights, lodging, and car ;Operational Effectiveness and Strategy Strategic group Strategic alliances;Business Unit Strategic Planning ;Business Unit Strategic Planning ;The Marketing Process;Figu