市场营销策略市场细分与目标市场研讨.pptxVIP

第七讲 市场营销策略、市场细分与目标市场 chapterIdentifying MarketSegments Targetsweek 88案例分析一、市场营销决策 外部环境分析业务单位任务市场细分选择目标市场定位制定营销目标内部条件分析 业务战略计划业务描述SWOT分析目标设定战略选择计划制定计划执行反馈控制 The Strategic Marketing ProcessA process whereby the firm allocates its marketing mix resources to reach its target markets3 phases: Planning, Implementation, ControlIs formalized in a Marketing Plan - a roadmap for the marketing activities of the firm for a specified future period of time (such as one year)The strategic marketing processDifference between Marketing Business PlansBusiness Plan - A roadmap for the entire organization fo