斯隆管理学院04年营销策略PPT02 .pptxVIP

15.834 Marketing Strategy;Objectives;Target Audience;I What Is Marketing Strategy?;Question:;A good marketing strategy meets three tests External consistency Internal consistency Dynamic consistency;External fit: Finding Profit Opportunities;Value Creation: Some Definitions;Internal Fit: Creating Competitive Advantage;Dynamic Fit: Challenging Competitive Advantage;Corporate Advantage adds value to multiple businesses.;II Finding Profit Opportunities;to decide on entry/exit to assess the effect of a major change to position your firm to succeed in a given environment to shape the environment