合作與建立顧客關(guān)系

1、公司和營(yíng)銷戰(zhàn)略：協(xié)作與建立顧客關(guān)系2- 0Objectives 目的Understand company-wide strategic planning and its four steps.Learn how to design business portfolios and develop strategies for growth and downsizing.Understand marketings role in strategic planning and how marketers partner with others.解釋公司范圍的戰(zhàn)略方案及其四個(gè)步驟。討論如何規(guī)劃業(yè)務(wù)組合

2、，如何制定生長(zhǎng)戰(zhàn)略。解釋職能方案戰(zhàn)略，并評(píng)價(jià)營(yíng)銷在戰(zhàn)略方案中的位置、作用。1Objectives 目的Be able to describe the marketing process and the forces that influence it.Learn the marketing management functions, including the elements of the marketing plan.描畫(huà)營(yíng)銷過(guò)程和影響要素。列出營(yíng)銷管理的職能，包括營(yíng)銷方案的要素。2Case Study 案例研討Known for films, animation, theme parks

3、 and customer orientationParks offer a variety of attractions as well as cleanliness, order, and warmthSatisfying the customer is everyones jobDisney has grown via diversificationSales and net income have fallen Walt Disney Company 迪士尼公司Discussion: How Can Disney Recover?3Strategic Planning戰(zhàn)略方案Strat

4、egic planning is defined as:“The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.戰(zhàn)略方案的定義如下：“發(fā)明并且堅(jiān)持組織的目的才干與組織不斷變化的營(yíng)銷時(shí)機(jī)之間的戰(zhàn)略配適的過(guò)程。4Strategic Planning戰(zhàn)略方案Planning activities occur at the business unit, produ

5、ct, and market levels, and include:Defining the purpose and missionSetting objectives and goalsDesigning the business portfolioDeveloping detailed marketing and departmental plans方案行為要在業(yè)務(wù)單位、產(chǎn)品、和市場(chǎng)三個(gè)不同級(jí)別上制定。包括：定義公司使命設(shè)定公司目的規(guī)劃業(yè)務(wù)組合開(kāi)展詳細(xì)的營(yíng)銷和部門方案5Strategic Planning戰(zhàn)略方案Mission statements should . . .serve a

6、s a guide for what the organization wants to accomplish.be “market-oriented rather than “product-oriented.be neither too narrow, nor too broad.fit with the market environment.be motivating.使命陳說(shuō)應(yīng)該指點(diǎn)公司想要完成的義務(wù)。是“市場(chǎng)導(dǎo)向，不是“產(chǎn)品導(dǎo)向。寬窄適度順應(yīng)市場(chǎng)環(huán)境。有激發(fā)性。6Strategic Planning戰(zhàn)略方案Mission statements guide the developmen

7、t of objectives and goals.Objectives are developed at each level in the organization hierarchy.Strategies are developed to accomplish these objectives.使命陳說(shuō)引導(dǎo)目的和目的的開(kāi)展。目的存在于組織層次的每一程度。戰(zhàn)略是為了實(shí)現(xiàn)這些目的的。7Strategic Planning戰(zhàn)略方案Business portfolio: “the collection of businesses and products that make up the com

8、pany.Designing the business portfolio is a key element of the strategic planning process.業(yè)務(wù)組合：“選擇組成企業(yè)的商業(yè)和產(chǎn)品。商業(yè)組合設(shè)計(jì)是戰(zhàn)略方案進(jìn)程的關(guān)鍵要素。8Analyze the current business portfolio分析當(dāng)前業(yè)務(wù)組合Identify strategic business units (SBUs)Assess each SBU:The BCG growth-share matrix classifies SBUs into one of four categorie

9、s using the:Market growth rate SBUs relative market share within the market.識(shí)別戰(zhàn)略業(yè)務(wù)單元SBU接近很一個(gè)SBU：波士頓咨詢集團(tuán)生長(zhǎng)份額矩陣將SBU分為四類中的一種，根據(jù)為：市場(chǎng)增長(zhǎng)率相對(duì)市場(chǎng)份額9BCG Growth-Share MatrixStrategic PlanningHigh RelativeMarket ShareHigh Market GrowthLow Market GrowthStarsCash CowsQuestion MarksDogsLow RelativeMarket Share10波士頓

10、咨詢集團(tuán)生長(zhǎng)份額矩陣戰(zhàn)略方案相對(duì)市場(chǎng)份額高市場(chǎng)增長(zhǎng)率高市場(chǎng)增長(zhǎng)率低明星業(yè)務(wù)現(xiàn)金牛業(yè)務(wù)問(wèn)題業(yè)務(wù)瘦狗業(yè)務(wù)相對(duì)市場(chǎng)份額低11Shape the future business portfolio構(gòu)造未來(lái)的業(yè)務(wù)組合Determine the future role of each SBU and choose the appropriate resource allocation strategy:BuildHoldHarvestDivestSBUs change positions over time決議每一個(gè)SBU在未來(lái)的角色，并選擇相應(yīng)的資源配置戰(zhàn)略：建立持有收獲剝奪SBU的位置隨時(shí)間而改動(dòng)12

11、Strategic Planning 戰(zhàn)略方案Matrix approaches to formal planning share many problems:Difficult, time-consuming, and costly to implement.Focus only on current businesses.Too strongly emphasize market share growth or growth via diversification.用矩陣方法作方案有許多問(wèn)題：困難、費(fèi)時(shí)、實(shí)施起來(lái)本錢高昂。集中在當(dāng)前業(yè)務(wù)上。過(guò)于強(qiáng)調(diào)市場(chǎng)份額的擴(kuò)展或是經(jīng)過(guò)進(jìn)入有吸引力的新市場(chǎng)

12、來(lái)獲得增長(zhǎng)。13Strategic Planning 戰(zhàn)略方案Designing the business portfolio also involves:Developing strategies for growth by identifying, evaluating, and selecting promising new market opportunities. Product/market expansion gridDeveloping strategies for downsizing the business portfolio.設(shè)計(jì)業(yè)務(wù)組合還涉及：經(jīng)過(guò)識(shí)別、評(píng)價(jià)和選擇市場(chǎng)

13、時(shí)機(jī)，并為生長(zhǎng)開(kāi)展戰(zhàn)略。產(chǎn)品/市場(chǎng)擴(kuò)展方格開(kāi)發(fā)減少業(yè)務(wù)組合的戰(zhàn)略。14Product/Market Expansion GridStrategic PlanningExisting ProductsNew ProductsExisting MarketsNew MarketsMarket PenetrationMarket DevelopmentProduct DevelopmentDiversification15產(chǎn)品市場(chǎng)擴(kuò)展方格戰(zhàn)略方案現(xiàn)有產(chǎn)品新產(chǎn)品如今市場(chǎng)新市場(chǎng)市場(chǎng)浸透市場(chǎng)開(kāi)發(fā)產(chǎn)品開(kāi)發(fā)多角化16Planning Marketing營(yíng)銷方案Marketing plays a key rol

14、e in the strategic planning process.Marketers must practice CRM and Partner Relationship Management.Partnering with other departments in the company as well as other firms in the marketing system helps to build a superior value delivery-network.在戰(zhàn)略開(kāi)發(fā)過(guò)程中營(yíng)銷占重要角色。營(yíng)銷者必需進(jìn)展顧客關(guān)系管理和協(xié)作關(guān)系管理。在營(yíng)銷系統(tǒng)中，與公司內(nèi)部部門的協(xié)作和

15、與外部公司的協(xié)作可以協(xié)助建立等于高級(jí)價(jià)值傳統(tǒng)網(wǎng)。17Analyzing marketing opportunities分析市場(chǎng)時(shí)機(jī)The strategic planning and business portfolio analysis processes help to identify and evaluate marketing opportunities.The purpose of the marketing process is to help the firm plan how to capitalize on these opportunities. 戰(zhàn)略方案和業(yè)務(wù)組合分析過(guò)

16、程可以協(xié)助識(shí)別和評(píng)價(jià)營(yíng)銷時(shí)機(jī)。營(yíng)銷過(guò)程的目的是協(xié)助公司在這些時(shí)機(jī)中進(jìn)展資本化。 18Selecting target markets選擇目的市場(chǎng)細(xì)分過(guò)程把總體市場(chǎng)分為細(xì)分市場(chǎng)。營(yíng)銷細(xì)分決議定位于哪能些細(xì)分市場(chǎng)。產(chǎn)品的營(yíng)銷定位 也隨之確定了。The segmentation process divides the total market into market segments.Target marketing determines which segment(s) are pursued.The market positioning for the product is then deter

17、mined.19Developing the marketing mix開(kāi)展?fàn)I銷組合競(jìng)爭(zhēng)對(duì)手分析協(xié)助引導(dǎo)競(jìng)爭(zhēng)營(yíng)銷戰(zhàn)略的開(kāi)展。戰(zhàn)略經(jīng)過(guò)營(yíng)銷組合變?yōu)閼?zhàn)術(shù)： “4 Ps 產(chǎn)品、價(jià)錢、場(chǎng)所、促銷賣方觀念“4 Cs 顧客選擇、本錢、便利、溝通消費(fèi)者觀念Competitor analysis guides competitive marketing strategy development.Strategy leads to tactics by way of the marketing mix: The “Four Ps product, price, place, promotion (seller viewpoint)The “Four Cs customer solution, cost, convenience, and communication (customer viewpoint)20Managing the marketing effort營(yíng)銷人員管理營(yíng)銷分析提供協(xié)助方案、實(shí)施和控制的信息營(yíng)銷方