合作與建立顧客關(guān)系

合作與建立顧客關(guān)系Objectives目標(biāo)Understandcompany-widestrategicplanninganditsfoursteps.Learnhowtodesignbusinessportfoliosanddevelopstrategiesforgrowthanddownsizing.Understandmarketing’sroleinstrategicplanningandhowmarketerspartnerwithothers.解釋公司范圍的戰(zhàn)略計劃及其四個步驟。討論如何規(guī)劃業(yè)務(wù)組合，如何制定成長戰(zhàn)略。解釋職能計劃戰(zhàn)略，并評價營銷在戰(zhàn)略計劃中的地位、作用。1Objectives目標(biāo)Beabletodescribethemarketingprocessandtheforcesthatinfluenceit.Learnthemarketingmanagementfunctions,includingtheelementsofthemarketingplan.描述營銷過程和影響因素。列出營銷管理的職能，包括營銷計劃的要素。2CaseStudy案例研究Knownforfilms,animation,themeparksandcustomerorientationParksofferavarietyofattractionsaswellascleanliness,order,andwarmthSatisfyingthecustomeriseveryone’sjobDisneyhasgrownviadiversificationSalesandnetincomehavefallenWaltDisneyCompany迪士尼公司Discussion:HowCanDisneyRecover?3StrategicPlanning

戰(zhàn)略計劃Strategicplanningisdefinedas:“Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.”戰(zhàn)略計劃的定義如下：“創(chuàng)造并且保持組織的目標(biāo)能力與組織不斷變化的營銷機會之間的戰(zhàn)略配適的過程?！?StrategicPlanning

戰(zhàn)略計劃Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans計劃行為要在業(yè)務(wù)單位、產(chǎn)品、和市場三個不同級別上制定。包括：定義公司使命設(shè)定公司目標(biāo)規(guī)劃業(yè)務(wù)組合發(fā)展詳細的營銷和部門計劃5StrategicPlanning

戰(zhàn)略計劃Missionstatementsshould...serveasaguideforwhattheorganizationwantstoaccomplish.be“market-oriented”ratherthan“product-oriented”.beneithertoonarrow,nortoobroad.fitwiththemarketenvironment.bemotivating.使命陳述應(yīng)該指導(dǎo)公司想要完成的任務(wù)。是“市場導(dǎo)向”，不是“產(chǎn)品導(dǎo)向”。寬窄適度適應(yīng)市場環(huán)境。有激發(fā)性。6StrategicPlanning

戰(zhàn)略計劃Businessportfolio:

“thecollectionofbusinesses

andproductsthatmakeup

thecompany.”Designingthebusinessportfolio

isakeyelementofthestrategicplanningprocess.業(yè)務(wù)` 組合：“選擇組成企業(yè)的商業(yè)和產(chǎn)品?！鄙虡I(yè)組合設(shè)計是戰(zhàn)略計劃進程的關(guān)鍵因素。7Analyzethecurrentbusinessportfolio

分析當(dāng)前業(yè)務(wù)組合Identifystrategicbusinessunits(SBUs)AssesseachSBU:TheBCGgrowth-sharematrixclassifiesSBUsintooneoffourcategoriesusingthe:MarketgrowthrateSBU’srelativemarketsharewithinthemarket.識別戰(zhàn)略業(yè)務(wù)單元（SBU）接近很一個SBU：波士頓咨詢集團成長—份額矩陣將SBU分為四類中的一種，依據(jù)為：市場增長率相對市場份額8BCGGrowth-ShareMatrixStrategicPlanningHighRelative

MarketShareHigh

Market

GrowthLow

Market

GrowthStarsCash

CowsQuestion

MarksDogsLowRelative

MarketShare9波士頓咨詢集團成長—份額矩陣戰(zhàn)略計劃相對市場份額高市場增長率高市場增長率低明星業(yè)務(wù)現(xiàn)金牛業(yè)務(wù)問題業(yè)務(wù)瘦狗業(yè)務(wù)相對市場份額低10Shapethefuturebusinessportfolio

構(gòu)造未來的業(yè)務(wù)組合DeterminethefutureroleofeachSBUandchoosetheappropriateresourceallocationstrategy:BuildHoldHarvestDivestSBUschangepositionsovertime決定每一個SBU在未來的角色，并選擇相應(yīng)的資源配置策略：建立持有收獲剝奪SBU的位置隨時間而改變11StrategicPlanning戰(zhàn)略計劃Designingthebusinessportfolioalsoinvolves:Developingstrategiesforgrowthbyidentifying,evaluating,andselectingpromisingnewmarketopportunities.Product/marketexpansiongridDevelopingstrategiesfordownsizingthebusinessportfolio.設(shè)計業(yè)務(wù)組合還涉及：通過識別、評價和選擇市場機會，并為成長發(fā)展策略。產(chǎn)品/市場擴展方格開發(fā)縮小業(yè)務(wù)組合的策略。12Product/MarketExpansionGridStrategicPlanningExistingProductsNewProductsExisting

MarketsNew

MarketsMarket

PenetrationMarketDevelopmentProductDevelopmentDiversification13產(chǎn)品—市場擴展方格策略計劃現(xiàn)有產(chǎn)品新產(chǎn)品現(xiàn)在市場新市場市場滲透市場開發(fā)產(chǎn)品開發(fā)多角化14PlanningMarketing

營銷計劃Marketingplaysakeyroleinthestrategicplanningprocess.MarketersmustpracticeCRMandPartnerRelationshipManagement.Partneringwithotherdepartmentsinthecompanyaswellasotherfirmsinthemarketingsystemhelpstobuildasuperiorvaluedelivery-network.在策略開發(fā)過程中營銷占重要角色。營銷者必須進行顧客關(guān)系管理和合作關(guān)系管理。在營銷系統(tǒng)中，與公司內(nèi)部部門的合作和與外部公司的合作可以幫助建立等于高級價值傳統(tǒng)網(wǎng)。15Analyzingmarketingopportunities

分析市場機會Thestrategicplanning

andbusinessportfolioanalysisprocesseshelptoidentifyandevaluatemarketingopportunities.Thepurposeofthemarketingprocessistohelpthefirmplanhowtocapitalizeontheseopportunities.

戰(zhàn)略計劃和業(yè)務(wù)組合分析過程可以幫助識別和評價營銷機會。營銷過程的目的是幫助公司在這些機會中進行資本化。

16Selectingtargetmarkets

選擇目標(biāo)市場細分過程把總體市場分為細分市場。營銷細分決定定位于哪能些細分市場。產(chǎn)品的營銷定位也隨之確定了。Thesegmentationprocessdividesthetotalmarketintomarketsegments.Targetmarketingdetermineswhichsegment(s)arepursued.Themarketpositioningfortheproductisthendetermined.17Developingthemarketingmix

發(fā)展?fàn)I銷組合競爭對手分析幫助引導(dǎo)競爭營銷戰(zhàn)略的發(fā)展。策略通過營銷組合變?yōu)閼?zhàn)術(shù)：

“4Ps”–產(chǎn)品、價格、場所、促銷（賣方觀點）“4Cs”–顧客選擇、成本、便利、溝通（消費者觀點）Competitoranalysisguidescompetitivemarketi