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
Achieve Marketing Objectives
Develop Marketing Plans & Budget
Marketing Implementation
Turn Marketing Plans into
Action Plans to Achieve Marketing Objectives
Developing Growth Strategg Markets
Existing Products
1. 市场 渗透
New 2. 市场 Markets 开发
New Products 3. 产品 开发
4. 多元化发展
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.
• 基于竞争优势的营销战略
– Market-Leader – Market Challenger – Market-Follower – Market-Nicher
市场营销管理
Marketing Analysis of Company’s Situation
Marketing Planning
Develop Marketing Strategies to
–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.
• 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
• 目标市场选择过程
–Market Segmentation: determining distinct groups of buyers (segments) with different needs.
营销控制
Set Marketing Goals
Measure Performance
Evaluate Performance
Take Corrective Action
• 市场开发: develop 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.