Marketing Chapter 4课件
更新时间:2022-09-30 09:09:13 阅读： 评论：0
CompanyandMarketingStrategy
Chapter4
StrategicPlanning
Threekeys:
Managecompaniesbusinessasinvestmentportfolios
Asachbusinessformarketinggrowthandbusiness’positionandfit
Establishastrategy
Longtermsurvival
CorporateMission
Organizationxisttoaccomplishsomething--Starbuck’sMission
Whatisourbusiness?Whoarethecustomers?
Missionstatementsharedwithemployees,suppliers,customers
Providesanofdirection
Limitedgoal
Policies
Competitivescope
Bespecific
ManagingaPortfolio
WarrenBuffet
Richestmanintheworld
BerkshireHathaway
Strategic
Targetmarkets
Valueproposition
Tactical
FourP’s
Marketingplanisthecentral
instrumentfordirectingand
coordinatingthemarketingeffort.
TheSBU
Customer–satisfyingprocess,notgoodsproducing
Customergroups,needsandtechnology
SBUcharacteristics
Businessplannedparatelyfromtherestofthecompany
Owntofcompetitors
Itsownmanagerresponsibleforplanningandprofit
Figure4-2:TheBostonConsultingGroup’sGrowth-ShareMatrix
WorkingwithOtherDepartments
Valuechain
Departmentsarelinks
PartnerwithOthersinSystem
McDonald’sSystem
QSCV,quality,rvice,cleanliness,value
Franchiesandsuppliersforhelp
Value-deliverysystem,
Company
Suppliers
Distributors
Customers
MarketingStrategy andMarketingMix
