-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler02-exs

CompanyandMarketingStrategy:PartneringtoBuildCustomerRelationshipsChapter22-1Objectives•Understandcompany-widestrategicplanninganditsfoursteps.•Learnhowtodesignbusinessportfoliosanddevelopstrategiesforgrowthanddownsizing.•Understandmarketing’sroleinstrategicplanningandhowmarketerspartnerwithothers.2-2Objectives•Beabletodescribethemarketingprocessandtheforcesthatinfluenceit.•Learnthemarketingmanagementfunctions,includingtheelementsofthemarketingplan.2-3CaseStudy•Knownforfilms,animation,themeparksandcustomerorientation•Parksofferavarietyofattractionsaswellascleanliness,order,andwarmth•Satisfyingthecustomeriseveryone’sjob•Disneyhasgrownviadiversification•SalesandnetincomehavefallenWaltDisneyCompanyDiscussion:HowCanDisneyRecover?2-4StrategicPlanning•Strategicplanningisdefinedas:“Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.”2-5StrategicPlanning•Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans2-6StrategicPlanning•Missionstatementsshould...serveasaguideforwhattheorganizationwantstoaccomplish.be“market-oriented”ratherthan“product-oriented”.beneithertoonarrow,nortoobroad.fitwiththemarketenvironment.bemotivating.2-7StrategicPlanning•Missionstatementsguidethedevelopmentofobjectivesandgoals.Objectivesaredevelopedateachlevelintheorganizationhierarchy.Strategiesaredevelopedtoaccomplishtheseobjectives.2-8StrategicPlanning•Businessportfolio:“thecollectionofbusinessesandproductsthatmakeupthecompany.”•Designingthebusinessportfolioisakeyelementofthestrategicplanningprocess.2-9StrategicPlanning•Step1:Analyzethecurrentbusinessportfolio•Step2:Shapethefuturebusinessportfolio•Identifystrategicbusinessunits(SBUs)•AssesseachSBU:TheBCGgrowth-sharematrixclassifiesSBUsintooneoffourcategoriesusingthe:MarketgrowthrateSBU’srelativemarketsharewithinthemarket.PortfolioDesign2-10BCGGrowth-ShareMatrixStrategicPlanningHighRelativeMarketShareHighMarketGrowthLowMarketGrowthStarsCashCowsQuestionMarksDogsLowRelativeMarketShare2-11StrategicPlanning•Step1:Analyzethecurrentbusinessportfolio•Step2:Shapethefuturebusinessportfolio•DeterminethefutureroleofeachSBUandchoosetheappropriateresourceallocationstrategy:BuildHoldHarvestDivest•SBUschangepositionsovertimePortfolioDesign2-12StrategicPlanning•Matrixapproachestoformalplanningsharemanyproblems:Difficult,time-consuming,andcostlytoimplement.Focusonlyoncurrentbusinesses.Toostronglyemphasizemarketsharegrowthorgrowthviadiversification.2-13StrategicPlanning•Designingthebusinessportfolioalsoinvolves:Developingstrategiesforgrowthbyidentifying,evaluating,andselectingpromisingnewmarketopportunities.Product/marketexpansiongridDevelopingstrategiesfordownsizingthebusinessportfolio.2-14Product/MarketExpansionGridStrategicPlanningExistingProductsNewProductsExistingMarketsNewMarketsMarketPenetrationMarketDevelopmentProductDevelopmentDiversification2-15PlanningMarketing•Marketingplaysakeyroleinthestrategicplanningprocess.•MarketersmustpracticeCRMandPartnerRelationshipManagement.Partneringwithotherdepartmentsinthecompanyaswellasotherfirmsinthemarketingsystemhelpstobuildasuperiorvaluedelivery-network.2-16TheMarketingProcess•Thestrategicplanningandbusinessportfolioanalysisprocesseshelptoidentifyandevaluatemarketingopportunities.•Thepurposeofthemarketingprocessistohelpthefirmplanhowtocapitalizeontheseopportunities.•Analyzingmarketingopportunities•Selectingtargetmarkets•Developingthemarketingmix•ManagingthemarketingeffortKeyElements2-17TheMarketingProcess•Thesegmentationprocessdividesthetotalmarketintomarketsegments.•Targetmarketingdetermineswhichsegment(s)arepursued.•Themarketpositioningfortheproductisthendetermined.•Analyzingmarketingopportunities•Selectingtargetmarkets•Developingthemarketingmix•ManagingthemarketingeffortKeyElements2-18TheMarketingProcess•Competitoranalysisguidescompetitivemarketingstrategydevelopment.•Strategyleadstotacticsbywayofthemarketingmix:The“FourPs”–product,price,place,promotion(sellerviewpoint)The“FourCs”–customersolution,cost,convenience,andcommunication(customerviewpoint)•Analyzingmarketingopportunities•Selectingtargetmarkets•Developingthemarketingmix•ManagingthemarketingeffortKeyElements2-19TheMarketingProcess•MarketinganalysisProvidesinformationhelpfulinplanning,implementation,andcontrol•MarketingplanningStrategiesandtactics•MarketingimplementationTurnsplansintoaction•MarketingcontrolOperatingcontrolStrategiccontrolMarketingaudit•Analyzingmarketingopportunities•Selectingtargetmarkets•Developingthemarketingmix•ManagingthemarketingeffortKeyElements