合作與建立顧客關系

合作與建立顧客關系Objectives目標Understandcompany-widestrategicplanninganditsfoursteps.Learnhowtodesignbusinessportfoliosanddevelopstrategiesforgrowthanddownsizing.Understandmarketing’sroleinstrategicplanningandhowmarketerspartnerwithothers.解釋公司范圍的戰(zhàn)略計劃及其四個步驟。討論如何規(guī)劃業(yè)務組合，如何制定成長戰(zhàn)略。解釋職能計劃戰(zhàn)略，并評價營銷在戰(zhàn)略計劃中的地位、作用。1Objectives目標Beabletodescribethemarketingprocessandtheforcesthatinfluenceit.Learnthemarketingmanagementfunctions,includingtheelementsofthemarketingplan.描述營銷過程和影響因素。列出營銷管理的職能，包括營銷計劃的要素。2CaseStudy案例研究Knownforfilms,animation,themeparksandcustomerorientationParksofferavarietyofattractionsaswellascleanliness,order,andwarmthSatisfyingthecustomeriseveryone’sjobDisneyhasgrownviadiversificationSalesandnetincomehavefallenWaltDisneyCompany迪士尼公司Discussion:HowCanDisneyRecover?3StrategicPlanning

戰(zhàn)略計劃Strategicplanningisdefinedas:“Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.”戰(zhàn)略計劃的定義如下：“創(chuàng)造并且保持組織的目標能力與組織不斷變化的營銷機會之間的戰(zhàn)略配適的過程?！?StrategicPlanning

戰(zhàn)略計劃Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans計劃行為要在業(yè)務單位、產品、和市場三個不同級別上制定。包括：定義公司使命設定公司目標規(guī)劃業(yè)務組合發(fā)展詳細的營銷和部門計劃5StrategicPlanning

戰(zhàn)略計劃Missionstatementsshould...serveasaguideforwhattheorganizationwantstoaccomplish.be“market-oriented”ratherthan“product-oriented”.beneithertoonarrow,nortoobroad.fitwiththemarketenvironment.bemotivating.使命陳述應該指導公司想要完成的任務。是“市場導向”，不是“產品導向”。寬窄適度適應市場環(huán)境。有激發(fā)性。6StrategicPlanning

戰(zhàn)略計劃Businessportfolio:

“thecollectionofbusinesses

andproductsthatmakeup

thecompany.”Designingthebusinessportfolio

isakeyelementofthestrategicplanningprocess.業(yè)務` 組合：“選擇組成企業(yè)的商業(yè)和產品?！鄙虡I(yè)組合設計是戰(zhàn)略計劃進程的關鍵因素。7Analyzethecurrentbusinessportfolio

分析當前業(yè)務組合Identifystrategicbusinessunits(SBUs)AssesseachSBU:TheBCGgrowth-sharematrixclassifiesSBUsintooneoffourcategoriesusingthe:MarketgrowthrateSBU’srelativemarketsharewithinthemarket.識別戰(zhàn)略業(yè)務單元（SBU）接近很一個SBU：波士頓咨詢集團成長—份額矩陣將SBU分為四類中的一種，依據(jù)為：市場增長率相對市場份額8BCGGrowth-ShareMatrixStrategicPlanningHighRelative

MarketShareHigh

Market

GrowthLow

Market

GrowthStarsCash

CowsQuestion

MarksDogsLowRelative

MarketShare9波士頓咨詢集團成長—份額矩陣戰(zhàn)略計劃相對市場份額高市場增長率高市場增長率低明星業(yè)務現(xiàn)金牛業(yè)務問題業(yè)務瘦狗業(yè)務相對市場份額低10Shapethefuturebusinessportfolio

構造未來的業(yè)務組合DeterminethefutureroleofeachSBUandchoosetheappropriateresourceallocationstrategy:BuildHoldHarvestDivestSBUschangepositionsovertime決定每一個SBU在未來的角色，并選擇相應的資源配置策略：建立持有收獲剝奪SBU的位置隨時間而改變11StrategicPlanning戰(zhàn)略計劃Designingthebusinessportfolioalsoinvolves:Developingstrategiesforgrowthbyidentifying,evaluating,andselectingpromisingnewmarketopportunities.Product/marketexpansiongridDevelopingstrategiesfordownsizingthebusinessportfolio.設計業(yè)務組合還涉及：通過識別、評價和選擇市場機會，并為成長發(fā)展策略。產品/市場擴展方格開發(fā)縮小業(yè)務組合的策略。12Product/MarketExpansionGridStrategicPlanningExistingProductsNewProductsExisting

MarketsNew

MarketsMarket

PenetrationMarketDevelopmentProductDevelopmentDiversification13產品—市場擴展方格策略計劃現(xiàn)有產品新產品現(xiàn)在市場新市場市場滲透市場開發(fā)產品開發(fā)多角化14PlanningMarketing

營銷計劃Marketingplaysakeyroleinthestrategicplanningprocess.MarketersmustpracticeCRMandPartnerRelationshipManagement.Partneringwithotherdepartmentsinthecompanyaswellasotherfirmsinthemarketingsystemhelpstobuildasuperiorvaluedelivery-network.在策略開發(fā)過程中營銷占重要角色。營銷者必須進行顧客關系管理和合作關系管理。在營銷系統(tǒng)中，與公司內部部門的合作和與外部公司的合作可以幫助建立等于高級價值傳統(tǒng)網(wǎng)。15Analyzingmarketingopportunities

分析市場機會Thestrategicplanning

andbusinessportfolioanalysisprocesseshelptoidentifyandevaluatemarketingopportunities.Thepurposeofthemarketingprocessistohelpthefirmplanhowtocapitalizeontheseopportunities.

戰(zhàn)略計劃和業(yè)務組合分析過程可以幫助識別和評價營銷機會。營銷過程的目的是幫助公司在這些機會中進行資本化。

16Selectingtargetmarkets

選擇目標市場細分過程把總體市場分為細分市場。營銷細分決定定位于哪能些細分市場。產品的營銷定位也隨之確定了。Thesegmentationprocessdividesthetotalmarketintomarketsegments.Targetmarketingdetermineswhichsegment(s)arepursued.Themarketpositioningfortheproductisthendetermined.17Developingthemarketingmix

發(fā)展營銷組合競爭對手分析幫助引導競爭營銷戰(zhàn)略的發(fā)展。策略通過營銷組合變?yōu)閼?zhàn)術：

“4Ps”–產品、價格、場所、促銷（賣方觀點）“4Cs”–顧客選擇、成本、便利、溝通（消費者觀點）Competitoranalysisguidescompetitivemarketi