阿姆斯特朗《市场营销学（第13版）》 课件 第 2 章 公司和营销战略：合作建立顾客参与、价值和关系.pptx

Marketing:AnIntroductionThirteenthEditionChapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerEngagement,Value,andRelationshipsCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)2-1.Explaincompany-widestrategicplanninganditsfoursteps.2-2.Discusshowtodesignbusinessportfoliosanddevelopgrowthstrategies.2-3.Explainmarketing’sroleinstrategicplanningandhowmarketingworkswithitspartnerstocreateanddelivercustomervalue.

LearningObjectives(2of4)2-4.Describetheelementsofacustomervalue-drivenmarketingstrategyandmixandtheforcesthatinfluenceit.2-5.Listthemarketingmanagementfunctions,includingtheelementsofamarketingplan,anddiscusstheimportanceofmeasuringandmanagingmarketingreturnoninvestment.

FirstStop:Starbuck’sCustomer

Value-DrivenMarketingStrategyMorethanjustcoffee,StarbuckssellstheStarbucksExperience,onethat“enrichespeople’slivesonemoment,onehumanbeing,oneextraordinarycupofcoffeeatatime.”

LearningObjective2-1Explaincompany-widestrategicplanninganditsfoursteps.

StrategicPlanningGameplanforlong-runsurvivalandgrowthHelpstomaintainastrategicfitbetweenitsgoalsandcapabilitiesandchangingmarketingopportunities.

Figure2.1-StepsinStrategicPlanning

MissionStatementStatementoftheorganization’spurposeMarketoriented-definedintermsofsatisfyingbasiccustomerneedsEmphasizethecompany’sstrengthsFocusoncustomersandthecustomerexperience

SettingCompanyObjectivesandGoals(1of2)DetailedsupportingobjectivesforeachlevelofmanagementSettingahierarchyofobjectivesBusinessobjectivesMarketingobjectives

SettingCompanyObjectivesandGoals(2of2)

LearningObjective2-1SummaryStrategicplanningDefiningthecompany’smissionSettingobjectivesandgoalsDesigningabusinessportfolioDevelopingfunctionalplansCompanymissionstatementMarketoriented,