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1、,Developing Growth Strategies,1. 市场 渗透,2. 市场 开发,3. 产品 开发,4. 多元化发展,Existing Markets,New Markets,Existing Products,New Products,产品/ 市场 扩展 矩阵,产品/ 市场 拓展矩阵,市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop
2、new markets with current products. How? Identify new demographic or geographic markets. 产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products. 多元化: new products for new markets. How? Start up or buy new businesses.,市场营销在企业战略规划中的作用,目标市场选择
3、过程 Market Segmentation: determining distinct groups of buyers (segments) with different needs. Market Targeting: evaluating and selecting which target segments to enter. Market Positioning: products distinctive and desirable place in the minds of target segments compared to competing products. 基于竞争优
4、势的营销战略 Market-Leader Market Challenger Market-Follower Market-Nicher,市场营销管理,Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives Develop Marketing Plans & Budget,Marketing Implementation Turn Marketing Plans into Action Plans to Achieve Marketing Objectives,Marketing Analy
5、sis of Companys Situation,Control,Measure Results,Evaluate Results,Take Corrective Action,营销规划程序,Executive Summary,Current Marketing Situation,Threats and Opportunities,Objectives and Issues,Marketing Strategy,Action Programs,Budgets,Controls,营销控制,Set Marketing Goals,Measure Performance,Evaluate Per
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