如何建立顾客合作的关系.pptVIP

Company and Marketing Strategy Partnering to Build Customer Relationships 公司和营销策略: 合作与建立顾客关系  Objectives目标 · Understand company.·解释公司范围的 wide strategic planning战略计划及其四 and its four steps. 个步骤。 · Learn how to design.·讨论如何规划业 business portfolios and 务组合,如何制 develop strategies for 定成长战略。 growth and downsizing..解释职能计划战 · understand marketings略,并评价营销 role in strategic planning在战略计划中的 and how marketers 地位、作用。 partner with others.  Objectives目标 · Be able to describe the marketing process ·描述营销过程和 and the forces that 影响因素。 influence it Learn the marketing·列出营销管理的 management 职能,包括营销 functions, including the elements of the 计划的要素。 marketing plan.  Case Study案例研究 Walt Disney Company迪士尼公司 Known for films Satisfying the animation theme customer is parks and customer everyones job orientation Parks offer a variety Disney has grown of attractions as well via diversification as cleanliness, order, Sales and net and warmth income have fallen Discussion: How Can Disney recover?  Strategic Planning 战略计划 Strategic planning is·战略计划的定义 defined as: 如下: “ The process of “创造并且保 developing and 持组织的目标 maintaining a strategic 能力与组织不 fit between the 断变化的营销 organization s goals and capabilities and its 机会之间的战 changing marketing 略配适的过 程 opportunities  Strategic Planning 战略计划 Planning activities occur·计划行为要在业 at the business unit 务单位、产品、 product, and market 和市场三个不同 levels, and includes 级别上制定。包 Defining the purpose and 括 mission Setting objectives and 定义公司使命 goa ds 设定公司目标 Designing the business portfolio 规划业务组合 Developing detailed 发展详细的营销 marketing and 和部门计划 departmental plans  Strategic Planning 战略计划 Mission statements ·使命陈述应该 should 指导公司想要完 serve as a guide for what the organization wants to 成的任务。 accomplish 是“市场导向”, be“ market-oriented 不是“产品导 rather than“ product- oriented 向 a be neither too narrow 宽窄适度 nor too broad 适应市场环境。 fit with the market environment 有激发性。 a be motivati