营销管理（亚洲版 第6版）英文PPT课件 科特勒 _Chapter 02 Developing Marketing Strategies and Plans.ppt

UnderstandingMarketingManagement

2DevelopingMarketingStrategiesandPlans2?PearsonEducationLtd.2018.Allrightsreserved

2.1 Howdoesmarketingaffectcustomervalue?2.2 Howisstrategicplanningcarriedoutatdifferentlevelsoftheorganization?2.3 Whatdoesamarketingplaninclude?LearningIssuesforChapterTwo3?PearsonEducationLtd.2018.Allrightsreserved

KeyInsightsoftheChapterKeyingredientsofthemarketingmanagementprocessareinsightful,creativestrategiesandplansthatcanguidemarketingactivities.Developingtherightmarketingstrategyovertimerequiresablendofdisciplineandflexibility.Firmsmuststicktoastrategybutalsoconstantlyimproveit.Intoday’sfast-changingmarketingworld,identifyingthebestlong-termstrategiesiscrucialbutchallenging.4?PearsonEducationLtd.2018.Allrightsreserved

MarketingandCustomerValueThetaskofanybusinessistodelivercustomervalueataprofit.Acompanycanwinonlybyfine-tuningthevaluedeliveryprocessandchoosing,providing,andcommunicatingsuperiorvalue.5?PearsonEducationLtd.2018.Allrightsreserved

TraditionalViewofMarketingThetraditionalviewofmarketingisthatthefirmmakessomethingandthensellsit.Thetraditionalviewwillnotwork,however,ineconomieswherepeoplefaceabundantchoicesNewbelief:marketingbeginswiththeplanningprocess.6?PearsonEducationLtd.2018.Allrightsreserved

Valuecreationanddeliveryconsistsofthreeparts:Choosingthevalue(segmentthemarket,selecttargetmarket,develop“offering”).Providingthevalue(productfeatures,prices,anddistributionchannels).Communicatingthevalue(salesforce,internet,advertising,andcommunicationtools).7?PearsonEducationLtd.2018.Allrightsreserved

TheValueChain(Porter)MichaelPorter’sValueChainidentifiesninestrategicallyrelevantactivitiesthatcreatevalueandcostsinaspecificbusiness(fiveprimaryandfoursupportactivities).Theprimar