了解的营销和市场过程(1).pptxVIP

Part One;Lecture Two;At a glance;What is strategic planning?;Steps in strategic planning;Remember marketing plan contains: Mission statement Financial summary of what it seeks to achieve Market overview SWOT analysis Assumptions Marketing objectives Marketing strategies Programmes (with forecasts and budgets);Defining the company’s business and mission;Company;Setting company objectives and goals;Setting company objectives and goals;Designing the business portfolio;What is strategic business unit (SBU)?;COW;;Market Penetration;Planning cross-functional strategies;;Marketing process;S-T-P 战 略