CH02Developing-Marketing-Strategies-and-Plans(市场营销

1、MARKETINGMANAGEMENT12thedition2DevelopingMarketingStrategiesandPlansKotlerKeller2-2ChapterQuestionsHowdoesmarketingaffectcustomervalue?Howisstrategicplanningcarriedoutatdifferentlevelsoftheorganization?Whatdoesamarketingplaninclude?2-3ImprovingValueDeliverytheJapaneseWay0customerfeedbacktime0productimprovementtime0purchasingtime0setuptime0defects2-43V’sApproachtoMarketingDefinethevaluesegmentDefinethevaluepropositionDefinethevaluenetwork2-5BenchmarksOrganizationalcostsandperformancem。

2、easuresCompetitorcostsandperformancemeasures2-6CoreBusinessProcessesMarketsensingFulfillmentmanagementCustomeracquisitionNewofferingrealizationCustomerrelationshipmanagement2-7CharacteristicsofCoreCompetenciesAsourceofcompetitiveadvantageApplicationsinawidevarietyofmarketsDifficulttoimitate2-8ChallengesFacingCMO’sDoingmorewithlessDrivingnewbusinessdevelopmentBecomingafullbusinesspartner2-9LevelsofaMarketingPlanStrategicTargetmarketingdecisionsValuepropositionAnalysisofmarketingopportun。

3、itiesTacticalProductfeaturesPromotionMerchandisingPricingSaleschannelsService2-10CorporateHeadquarters’PlanningActivitiesDefinethecorporatemissionEstablishSBUsAssignresourcestoeachSBUAssessgrowthopportunities2-11GoodMissionStatementsFocusonlimitednumberofgoalsStressmajorpoliciesandvaluesDefinemajorcompetitivespheres2-12MajorCompetitiveSpheresIndustryProductsCompetenceMarketsegmentVerticalchannelsGeographical2-13RubbermaidCommercialProducts,Inc.“OurvisionistobetheGlobalMarketS。

4、hareLeaderineachofthemarketsweserve.Wewillearnthisleadershippositionbyprovidingtoourdistributorandend-usercustomersinnovative,high-quality,cost-effectiveandenvironmentallyresponsibleproducts.WewilladdvaluetotheseproductsbyprovidinglegendarycustomerservicethroughouruncompromisingCommitmenttoCustomerSatisfaction.”2-14Motorola“ThepurposeofMotorolaistohonorablyservetheneedsofthecommunitybyprovidingproductsandservicesofsuperiorqualityatafairpricetoourcustomers;todothissoastoearnanadequateprofitwhichi。

5、srequiredforthetotalenterprisetogrow;andbydoingso,providetheopportunityforouremployeesandshareholderstoachievetheirpersonalobjectives.”2-15eBay“Wehelppeopletradeanythingonearth.Wewillcontinuetoenhancetheonlinetradingexperiencesofall–collectors,dealers,smallbusinesses,uniqueitemseekers,bargainhunters,opportunitysellers,andbrowsers.”2-16DimensionsThatDefineABusinessCustomergroupsTechnologyCustomerneeds2-17CharacteristicsofSBUsItisasinglebusinessorcollectionofrelatedbusinessesIthasitsownsetofcomp。

6、etitorsIthasaleaderresponsiblefor:StrategicplanningProfitabilityEfficiency2-18OrganizationsCulturePoliciesStructure2-19MarketOpportunityAnalysis(MOA)Canthebenefitsinvolvedintheopportunitybearticulatedconvincinglytoadefinedtargetmarket?Canthetargetmarketbelocatedandreachedwithcost-effectivemediaandtradechannels?Doesthecompanypossessorhaveaccesstothecriticalcapabilitiesandresourcesneededtodeliverthecustomerbenefits?2-20MarketOpportunityAnalysis(MOA)_2Canthecompanydeliverthebenefitsbette。

7、rthananyactualorpotentialcompetitors?Willthefinancialrateofreturnmeetorexceedthecompany’srequiredthresholdforinvestment?2-21GoalFormulationandMBORequirementsforusingMBOUnit’sobjectivesmustbehierarchicalObjectivesshouldbequantitativeGoalsshouldberealisticObjectivesmustbeconsistent2-22Porter’sGenericStrategiesOverallcostleadershipDifferentiationFocus2-23CategoriesofMarketingAlliancesProductorServiceAlliancesPromotionalAlliancesLogisticsAlliancesPricingcollaborations2-24MarketingPlanCo。

8、ntentsExecutivesummaryTableofcontentsSituationanalysisMarketingstrategyFinancialprojectionsImplementationcontrols2-25EvaluatingaMarketingPlanIstheplansimple?Istheplanspecific?Istheplanrealistic?Istheplancomplete?。