了解的营销和市场过程.ppt

Part One Understanding marketing and the marketing process 第一页，共三十一页。 Lecture Two Strategic planning and the marketing process 第二页，共三十一页。 At a glance Explain the strategic planning and its four steps Discuss how to design business portfolios and growth strategies Describe the marketing process and the forces that influence it 第三页，共三十一页。 What is strategic planning? The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. 第四页，共三十一页。 Steps in strategic planning defining a clear company mission Setting supporting objectives Designing a sound business portfolio Coordinating functional strategies Business unit, product, and market level Company level 第五页，共三十一页。 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) Vision Mission Objectives Strategies Operational plans The logical sequence underlying plans:from vision to operational plans Contents of marketing plan 第六页，共三十一页。 Defining the company’s business and mission Mission statement: a statement of the organization’s purpose---what it wants to accomplish in the larger environment. Market oriented Realistic Specific Motivating 第七页，共三十一页。 Company Product-orientation Market-orientation Poppy We make lipsticks We sell lifestyle and self-expression; success and status; memories, hops and dreams Sea World We run a theme park We provide fantasies and entertainment Kmart We run discount stores We offer products and services that deliver value to middle-Chinese Xerox We make copying, fax and other office machines We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents Market-orientation business definitions 第八页，共三十一页。 Setting company objectives and goals Mission: “Food, health, hope” -