了解的营销和市场过程(1)

PartOneUnderstandingmarketingandthemarketingprocessLectureTwoStrategicplanningandthemarketingprocessAtaglanceExplainthestrategicplanninganditsfourstepsDiscusshowtodesignbusinessportfoliosandgrowthstrategiesDescribethemarketingprocessandtheforcesthatinfluenceit•Whatisstrategicplanning?Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.StepsinstrategicplanningdefiningaclearcompanymissionSettingsupportingobjectivesDesigningasoundbusinessportfolioCoordinatingfunctionalstrategiesBusinessunit,product,andmarketlevelCompanylevelRemembermarketingplancontains:•Missionstatement•Financialsummaryofwhatitseekstoachieve•Marketoverview•SWOTanalysis•Assumptions•Marketingobjectives•Marketingstrategies•Programmes(withforecastsandbudgets)VisionMissionObjectivesStrategiesOperationalplansThelogicalsequenceunderlyingplans:fromvisiontooperationalplansContentsofmarketingplanDefiningthecompany’sbusinessandmissionMissionstatement:astatementoftheorganization’spurpose---whatitwantstoaccomplishinthelargerenvironment.MarketorientedRealisticSpecificMotivatingCompanyProduct-orientationMarket-orientationPoppyWemakelipsticksWeselllifestyleandself-expression;successandstatus;memories,hopsanddreamsSeaWorldWerunathemeparkWeprovidefantasiesandentertainmentKmartWerundiscountstoresWeofferproductsandservicesthatdelivervaluetomiddle-ChineseXeroxWemakecopying,faxandotherofficemachinesWemakebusinessesmoreproductivebyhelpingthemscan,store,retrieve,revise,distribute,printandpublishdocumentsMarket-orientationbusinessdefinitionsSettingcompanyobjectivesandgoalsMission:“Food,health,hope”---ofhelpingtofeedtheworld’sexplodingpopulationwhileatthesametimesustainingtheenvironment.Overallobjective:tocreateenvironmentallybetterproductsandgetthemtomarketfasteratlowercosts.Theagriculturaldivision’sobjective:increaseagriculturalproductivityandreducechemicalpollutionby…SettingcompanyobjectivesandgoalsImproveprofitsIncreasesalesReducecostsIncreasemarketshareinexistingmarketEnternewmarketIncreaseproductavailabilityandpromotionEstablishdistributionchannelsandsalesprogramsHierarchy,SpecificDesigningthebusinessportfolioBusinessportfolio:thecollectionofbusinessesandproductsthatmakeupthecompany.Analyzingthecurrentbusinessportfolio•Bostonconsultinggroupapproach•TheGeneralElectricapproachDevelopinggrowthstrategiesintheageofconnectedness•Product-marketexpansiongrid•Whatisstrategicbusinessunit(SBU)?Aunitofthecompanythathasaseparatemissionandobjectivesandthatcanbeplannedindependentlyfromothercompanybusinesses.SBUcanbeacompanydivision,aproductlinewithadivision,orsometimesasingleproductorbrand.COWRelativeMarketShareRateofmarketgrowth1327845610X1X0.1X010%22%BCGApproachStrongAverageWeakHighMediumLowBusinessstrengthBACDFGEGEApproachMarketPenetrationProductDevelopmentMarketDevelopmentDiversificationNewNewExistingExistingMarketProductGrowthDirectionsforaGivenProduct-marketcombinationPlanningcross-functionalstrategiesMarketing’sroleinstrategicplanningCompanyStrategicplannerSBUOperationMarketingandotherbusinessfunctionsMarketingprocessAnalyzingmarketingopportunitiesSelectingtargetmarketsDevelopingthemarketingmixManagingthemarketingeffortS-T-P战略市场细分Segmenting市场定位Positioning目标市场选择TargetingTargetcustomersIntendedpositioningProduct/services•Variety•Quality•Design•Features•Brandname•Package•Size•Add-ons•Warranties•returnsPrice•listprice•Discounts•Allowances•Settlementterms•CredittermsPromotion•Advertising•Personalselling•directmarketing•SynchronousmarketingPlacement•demandchainmanagement•logisticsmanagement•ChannelmanagementMarketingmixManagingthemarketingeffortMarketinganalysisMarketingplanningMarketingimplementationMarketingdepartmentorganizationMarketingcontrolThecomponentsofthemarketingplan1.Executivesummary2.Currentmarketingsituation3.Opportunityandissueanalysis4.Objectives5.Marketingstrategy6.Actionprograms7.Projectedprofit-and-lossstatement8.ControlsMarketingdepartmentorganizationFivestructuresfunctionalorganizationgeographicalorganizationproductmanagementorganizationmarketmanagementorganizationproductmanagement/marketmanagementorganizationThecontrolprocessSetgoalsWhatdowewanttoachieve?MeasureperformanceWhatishappening?EvaluateperformanceWhyisithappening?TakecorrectiveactionWhatshouldwedoaboutit?NextweekMarketingenvironmentAssignment:Reviewingthelecture2Textbook(chapter2)/P44-77Orgnizingdiscussionofcaseonpage81.gettinginformationandwritingtheoutletonthemarketingEnvironmentTextbook(chapter3)