市场营销战略策划：理论和实践-外文翻译.pdfVIP

外文翻译 原文 Strategic Marketing Planning:Theory and Practice Material Source:The Marketing Review Author: Malcolm McDonald Research into the efficacy of formalised marketing planning (Thompson 1962;Leighton 1966;Kollatt et al.1972;Ansoff 1977;McDonald 1984;Greenley 1984, Piercy 1997; Smith 2003)has shown that marketingplanning can make a significant contribution to commercial success. The main effects within organizations are: 1.the systematic identification of emerging opportunities and threats 2.preparedness to meet change 3.the specification of sustainable competitive advantage 4.improved communication among executives 5.reduction of conflicts between individuals and departments 6.the involvement of all levels of management in the planning process 7.more appropriate allocation of scarce resources 8.consistency of approach across the organization 9.a more market-focused orientation across the organization However; although it can bring many benefits, a strategic marketing plan is mainly concerned with competitive advantage –that is to say, establishing, building, defending and maintaining it. In order to be realistic, it must take into account the organization’s existing competitive position, where it wants to be in the future, its capabilities and the competitive environment it faces. This means that the marketing planner must learn to use the various available processes and techniques which help to make sense of external trends, and to understand the organization’s traditional ways of responding to these. However, this poses the problem regarding which are the most relevant and useful tools and techniques, for each has strengths and weaknesses and no individual concept or technique can satisfactorily describe and illuminate the