国际营销国际营销国际营销 (3).pdf

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1、Developing Marketing Strategies and PlansChapter 2studyLearning Objectives01How does marketing affect customer value?04What does a marketing plan include?02How is strategic planning carried out at the corporate and divisional levels?03How is strategic planning carried out at the business unit level?

2、Marketing and customer ValueThe value delivery processThe value chainCore competenciesThe central role of strategic planningThe value delivery processCHOOSING THE VALUEPROVIDING THE VALUECOMMUNICATING THE VALUEThe Value chainA tool for identifying ways to create more customer valueEvery firm is a sy

3、nthesis of activities performed to design,produce,market,deliver,and support its productCore business processesMarket-sensing processNew-offering realization processCustomer acquisition processCustomer relationship management processFulfillment management processCore competenciesA source of competit

4、ive advantage and makes a significant contribution to perceived customer benefitsApplications in a wide variety of marketsDifficult for competitors to imitateMaximizing Core competencies(Re)define the business concept(Re)shaping the business scope(Re)positioning the companys brand identityCentral ro

5、le of strategic planningManaging the businesses as an investment portfolioAssessing the markets growth rate and the companys position in that marketEstablishing a strategyMarketing planThe central instrument for directing and coordinating the marketing effortStrategicTacticalCorporate and division s

6、trategic planningDefining the corporate missionEstablishing strategic business unitsAssigning resources to each strategic business unitAssessing growth opportunitiesDefining the corporate missionWhat is our business?Who is the customer?What is of value to the customer?What will our business be?What

7、should our business be?Good Mission statementsFocus on a limited number of goalsStress the companys major policies and valuesDefine the major competitive spheres within which the company will operateTake a long-term viewAre as short,memorable,and meaningful as possibleGood Mission statementsEstablis

8、hing Strategic Business UnitsA single business or collection of related businessesHas its own set of competitorsHas a leader responsible for strategic planning and profitabilityAssigning Resources to Each SBUManagement must decide how to allocate corporate resources to each SBUPortfolio-planning mod

9、elsShareholder/market value analysisIntensive GrowthIntegrative GrowthDiversification GrowthDownsizing and Divesting Older BusinessesAssigning Resources to Each SBUIntensive growthCorporate management should first review opportunities for improving existing businessesFigure 2.3ESPN Growth Opportunit

10、iesINTEGRATIVE GROWTHA business can increase sales and profits through backward,forward,or horizontal integration within its industryDiversification growthDiversification growth makes sense when good opportunities exist outside the present businessesThe industry is highly attractive and the company has the right mix of business strengths to succeed