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菲利普科特勒FG_Kotler_02_Marketing_Strategy.pptVIP

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  • 2026-08-21 发布于广东
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菲利普科特勒FG_Kotler_02_Marketing_Strategy.ppt

    ChapterTwoCorporateStrategyandMarketingStrategy

    CompanyandMarketingStrategyCompanywideStrategicPlanning:DefiningMarketing’sRoleTopicOutline

    CompanyandMarketingStrategyCorporateStrategicplanning:Theprocessofdeterminingacompanyslong-termgoalsandidentifyingthebestapproachforachievingthosegoalsbyconsideringtheenvironmentopportunitiesandthreatsandthefirm’sstrengthsandweaknesses.LongTermoriented(3–5years,andmore…)MarketingStrategy:Definestheselectedcustomerstotarget,theproductpositioning,andtheidealproductmix(product,price,p

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