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1、Part One,Understanding marketing and the marketing process,Lecture Two,Strategic planning and the marketing process,At a glance,Explain the strategic planning and its four steps Discuss how to design business portfolios and growth strategies Describe the marketing process and the forces that influen
2、ce it,What is strategic planning?,The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.,Steps in strategic planning,defining a clear company mission,Setting supporting objectives,Designing a sound business
3、 portfolio,Coordinating functional strategies,Business unit, product, and market level,Company level,Remember marketing plan contains: Mission statement Financial summary of what it seeks to achieve Market overview SWOT analysis Assumptions Marketing objectives Marketing strategies Programmes (with
4、forecasts and budgets),Vision,Mission,Objectives,Strategies,Operational plans,The logical sequence underlying plans:from vision to operational plans,Contents of marketing plan,Defining the companys business and mission,Mission statement: a statement of the organizations purpose-what it wants to acco
5、mplish in the larger environment. Market oriented Realistic Specific motivating,Company,Product-orientation,Market-orientation,Poppy,We make lipsticks,We sell lifestyle and self-expression; success and status; memories, hops and dreams,Sea World,We run a theme park,We provide fantasies and entertain
6、ment,Kmart,We run discount stores,We offer products and services that deliver value to middle-Chinese,Xerox,We make copying, fax and other office machines,We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents,Market-orientation busi
7、ness definitions,Setting company objectives and goals,Mission: “Food, health, hope” - of helping to feed the worlds exploding population while at the same time sustaining the environment.,Overall objective: to create environmentally better products and get them to market faster at lower costs.,The a
8、gricultural divisions objective: increase agricultural productivity and reduce chemical pollution by ,Setting company objectives and goals,Improve profits,Increase sales,Reduce costs,Increase market share in existing market,Enter new market,Increase product availability and promotion,Establish distr
9、ibution channels and sales programs,Hierarchy, Specific,Designing the business portfolio,Business portfolio: the collection of businesses and products that make up the company.,Analyzing the current business portfolio Boston consulting group approach The General Electric approach,Developing growth s
10、trategies in the age of connectedness Product-market expansion grid,What is strategic business unit (SBU)?,A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses. SBU can be a company division, a product line with a divisi
11、on, or sometimes a single product or brand.,Relative Market Share,Rate of market growth,BCG Approach,Strong,Average,Weak,High,Medium,Low,Industry attractiveness,Business strength,GE Approach,Market Penetration,Product Development,Market Development,Diversification,Growth Directions for a Given Produ
12、ct-market combination,Planning cross-functional strategies,Marketings role in strategic planning Company Strategic planner SBU Operation Marketing and other business functions,Marketing process,Analyzing marketing opportunities,Selecting target markets,Developing the marketing mix,Managing the marke
13、ting effort,S-T-P 战 略,市场细分 Segmenting,市场定位 Positioning,目标市场选择 Targeting,Target customers Intended positioning,Product/services Variety Quality Design Features Brand name Package Size Add-ons Warranties returns,Price list price Discounts Allowances Settlement terms Credit terms,Promotion Advertising
14、Personal selling direct marketing Synchronous marketing,Placement demand chain management logistics management Channel management,Marketing mix,Managing the marketing effort,Marketing analysis Marketing planning Marketing implementation Marketing department organization Marketing control,Analysis,Im
15、plementation Carry out the plans,Control Measure results Evaluate result Take corrective action,The relationship between analysis, planning, implementation and control,The components of the marketing plan,1. Executive summary 2. Current marketing situation 3. Opportunity and issue analysis 4. Object
16、ives 5. Marketing strategy 6. Action programs 7. Projected profit-and-loss statement 8. Controls,Marketing department organization,Five structures functional organization geographical organization product management organization market management organization product management/ market management organization,Marketing director/manager,Sales manager,Advertising manager,Marketing research manager,Customer service manager,New- product
