市场营销战略计划(英文版).ppt

Marketing Strategic Planning,(chapter 2),Marketing Planning:The Basics for Strategy and Tactics,Planning:Process of anticipating future events and conditions and of determining the best way to achieve organizational goalsMarketing planning:Implementing planning activities devoted to achieving marketing objectives,Strategic Planning versus Tactical Planning Strategic planning:Process of determining an organizations primary objectives and adopting courses action that will achieve those objectivesTactical planning:Process that guides the implementation of activities specified in the strategic plan.,Strategic Planning versus Tactical Planning Top managementGreater proportions of their time engaged in planningUsually focus their planning activities on long-range strategic issuesMiddle level managers Focus on operational planning;creating and implementing tactical plansSupervisors Developing the specific programs to meet goals in their areas of responsibility,Steps in the Marketing Planning Process,Defining the Mission of the OrganizationMission:the essential purpose that differentiates one company from othersThe mission statement specifies the organizations overall goals and operational scope and provides general guidelines for future management actions,Determine Organizational ObjectivesAn organization lays out its basic objectives,or goals,in its mission statementThese objectives in turn guide development of supporting marketing objectives and plansWell-developed objectives should state specific,quantitative intentions along with deadlines for achieving them,Assessing Organizational Resources and Evaluating Environmental Risks and OpportunitiesThis step involves a back-and-forth assessment of strengths,risks,and available opportunities.,Formulating,Implementing,and Monitoring a Marketing StrategyMarketing strategy:a firms overall program for selecting and satisfying a target marketA marketing strategy is aimed at satisfying consumers in the selected target market through a careful balance of the elements of the marketing mix each of which represents a subset of the overall marketing strategy,Successful Strategies:Tools and Techniques,All planning strategies have the goal of creating a sustainable competitive advantage for a firm.An advantage where other companies cannot provide the same offering or value.,Porters Five Forces Model,First Mover and Second Mover StrategiesFirst mover strategy:Theory advocating that the company that is first to offer a product in a marketplace will be the long-term market winner.Second mover strategy:Theory that advocates observing closely the innovations of first movers and then introducing new products that improve on the original offering to gain advantage in the marketplace.,SWOT is an acronym for strengths,weaknesses,opportunities,and threats A SWOT analysis is a method of studying organizational resources and capabilities to assess the firms strengths and weaknesses and scanning its environment to identify opportunities and threats,SWOT Analysis,The Strategic WindowA limited period with an optimal fit between the key requirements of a market and the particular competencies of a firmHR Block recognizes the strategic window of their business.,Elements of a Marketing Strategy,Blending the four strategy elements of marketing decision-making to satisfy chosen target marketsProductPriceDistributionPromotion,Target MarketGroup of people toward whom the firm decides to direct its marketing efforts,Marketing Mix VariablesProduct StrategyWhat goods or services to offerCustomer servicePackage designBrand namesTrademarksWarrantiesProduct Life Cycle PositioningNew-product development,Marketing Mix Variables Distribution StrategyPlanning that ensures that consumers find their products in the proper quantities at the right times and places.Modes of transportationWarehousingInventory controlOrder processingMarketing channels,Marketing Mix Variables Promotional StrategyBlending together the various elements of promotion to communicate most effectively with the target marketInforming,persuading,and influencing a consumers purchase decision.IMC,Marketing Mix Variables Pricing StrategyDeals with the methods of setting profitable and justifiable prices,The Marketing EnvironmentCompetitivePolitical LegalEconomicTechnologicalSocial Cultural,Methods for Marketing Planning,Business Portfolio AnalysisStrategic Business Units(SBUs)are key business units within diversified firmsA division,product line,or single product may define an SBUFirms redesign their SBUs as market conditions dictate,The BCG MatrixMarket Share/Market Growth Matrix:a marketing planning tool that classifies a firms SBUs or products according to industry growth rates and market shares relative to competing productsStarsCash CowsDogsQuestion Marks,BCG Market Share/Market Growth Matrix,