marketing-strategy-planning市场战略规划.pptVIP

Marketing * Marketing Strategy Plannning Marketing * Steps in Marketing Strategic Planning Defining a market-oriented mission Combine company objectives Planning marketing strategies Marketing * Market-Oriented vs. Product-Oriented The focus of market-oriented mission is on satisfying customers’ needs and wants. Product-oriented Market-oriented Scott “We sell grass seeds and fertilizer.” “We offer you a green, healthy yard.” America Online “We provide online services.” “We create customer connectivity, anytime, anywhere.” Disney “We run theme parks.” “We offer you a dreamy, fantastic experience.” Marketing * Missions should be … Realistic specific Fit the environment Based on distinctive competencies Motivating Marketing * Combinning Company Objectives A company’s mission needs to be turned into detailed supporting objectives for each level of management as their management responsibilities. Marketing * Objectives for Different Levels First-line level: short-term and detailed Middle level : marketing, production and operation, finance, human resources etc. Senior level: sales revenue growth, net-income growth, stock price growth, return on investment etc. Marketing * The Marketing Process Marketing planning Marketing analysis Marketing implementation Marketing control Promotion Price Product Place Market segmentation Target marketing Market positioning Profitable customer relationship Marketing * Analyze Marketing Opportunities Market segmentation: dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes. Marketing * Select Target Markets Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Marketing * Position in Target Markets Market positioning: arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of tar