营销专题研究.ppt

The strategic-planning, implementation, and control process Corporate planning Division planning Business planning Product planning Organizing Implementing Measuring results Diagnosing results Taking corrective action Planning Implementing Controlling The Boston Consulting Group Approach (BCG)波士顿咨询公司模型 (P68) The General Electric Model: (a) Classification Strong Medium Weak BUSINESS STRENGTH Low Medium High MARKET ATTRACTIVENESS The General Electric Model: (b) Strategies Protect Position Build Selectively Invest to Build Build Selectively Selectivity/Manage for Earnings