营销战略：第一原理和数据分析 英文版全套ppt课件最全电子教案完整版教学教程整套全书课件ppt.pptx

? Palmatier;Agenda;Course Focus: Strategically Analyzing and Solving Marketing Problems;Course Materials;Course Content and Deliverables;Agenda;Brief History and of Marketing Strategy;Customer-Centricity is Key to an Effective Marketing Strategy ;Example: Philips (Netherlands);Exercise: What is Your Firm’s Marketing Strategy;Differences Between Corporate Strategy and Marketing Strategy;Why is Marketing Strategy Key to Long-Term Financial Performance?;Example of Chain Ratios: Apple (US);Agenda;Why a First Principles Approach to Marketing Strategy?;Marketing Principles: Aligning Key Marketing Decisions with the First Principles of Marketing Strategy;Agenda;First Principle #1: All Customers Differ;Example: Godiva (Belgium);Input-Output Framework for Managing Customer Heterogeneity;Marketing Principle #1: All Customers Differ ? Managing Customer Heterogeneity;First Principle # 2: All Customers Change;Input-Output Framework for Managing Customer Dynamics;Marketing Principle #2: All Customers Change? Managing Customer Dynamics;First Principle #3: All Competitors React;“Business has only two basic functions: marketing and innovation” -Drucker;Example: General Electric (US);Input-Output Framework for Managing Sustainable Competitive Advantage;Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage;First Principle #4: All Resources Are Limited;Input-Output Framework for Managing Resource Trade-Offs;Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-Offs;Agenda;Natural Temporal Ordering of the First Principles of Marketing Strategy;Integrating the First Principles of Marketing;Is it Worth it? Does Marketing Matter?;Agenda;Markstrat Simulation;Markstrat: A Tool for Practicing the First Principle Approach to Marketing Strategy ;MarkStrat Success Depends on Applying First Principles of Marketing;Each Firm Can Compete in Two Product Categories;Sonites Are Already Being Marketed, Each is Characterized by 6 Attribu