市场营销过程.ppt

PartOneUnderstandingmarketingandthemarketingprocess

LectureTwoStrategicplanningandthemarketingprocess

AtaglanceExplainthestrategicplanninganditsfourstepsDiscusshowtodesignbusinessportfoliosandgrowthstrategiesDescribethemarketingprocessandtheforcesthatinfluenceit

Whatisstrategicplanning?Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.

StepsinstrategicplanningdefiningaclearcompanymissionSettingsupportingobjectivesDesigningasoundbusinessportfo