销售：管理有利润的客户关系r02_exs.ppt

* * * * * * * * * Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 2 2- * Objectives 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. 2- * Objectives 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. 2- * Case Study 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 Walt Disney Company Discussion: How Can Disney Recover? 2- * Strategic Planning 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.” 2- * Strategic Planning 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 2- * Strategic Planning 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. 2- * Strategic Planning Mission statements guide the development of objectives and goals. Objectives are developed at each level in the organization hierarchy. Strategies are developed to accomplish these objectives. 2- * Strategic Planning Business portfolio: “the collection of businesses and products that make up the company.” Designing the business portfolio is a key element of the strat