人民大2026市场营销原理与实践英文版（第19版）课件ch-02-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerEngagement,Value,andRelationshipsCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives2.1Explaincompany-widestrategicplanninganditsfoursteps.2.2Discusshowtodesignbusinessportfoliosanddevelopgrowthstrategies.2.3Explainmarketing’sroleinstrategicplanningandhowmarketingworkswithitspartnerstocreateanddelivercustomervalue.2.4Describetheelementsofacustomervalue-drivenmarketingstrategyandmixandtheforcesthatinfluencethem. 2.5Explorethemarketingmanagementfunctions,includingtheelementsofamarketingplan,anddiscusstheimportanceofmeasuringandmanagingmarketingreturnoninvestment.

STARBUCKS:Deliveringthe“StarbucksExperience”Morethanjustcoffee,Starbuckssellsthe“StarbucksExperience,”onethat“enrichespeople’slivesonemoment,onehumanbeing,oneextraordinarycupofcoffeeatatime.”AndrewAitchison/AlamyStockPhoto

LearningObjective1Explaincompany-widestrategicplanninganditsfoursteps.

Company-WideStrategicPlanning:DefiningMarketing’sRole(1of5)Strategicplanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilities,anditschangingmarketingopportunities.

Company-WideStrategicPlanning:DefiningMarketing’sRole(2of5)Figure2.1StepsinStrategicPlanning

Company-WideStrategicPlanning:DefiningMarketing’sRole(3of5)Themissionstatementistheorganization’spurpose;whatitwantstoaccomplishinthelargerenvironment.CVSHealth’soverallmissionistobea“healthcareinnovationcompany,”onethatis“helpingpeopleontheirwaytobetterhealth.”Itsmarketingstrategiesandprogramsmustsupportthismission.rafapress/Shutterstock

Company-WideStrategicPlanning:DefiningMarketing’sRole(4of5)Product-versusMarket-Oriented