管理學(xué)Marekingprinciplesch02

1、1lamb, hair, mcdaniel chapter 2strategic planning for competitive advantage2010-2011 2lo 1 understand the importance of strategic marketing and know a basic outline for a marketing planlo 2 develop an appropriate business mission statementlo 3 explain the components of a situation analysislo 4 descr

2、ibe the criteria for stating good marketing objectiveslo 5 identify sources of competitive advantage3lo 6 identify strategic alternativeslo 7 discuss target market strategieslo 8 describe the elements of the marketing mixlo 9 explain why implementation, evaluation, and control of the marketing plan

3、are necessarylo 10 identify several techniques that help make strategic planning effective4understand the importance of strategic marketing and know a basic outline for a marketing planlo15strategic planningthe goal is long-term profitability and growth.lo16strategic marketing management what is the

4、 organizations main activity?how will it reach its goals?the answer is a marketing plan.lo17why write a marketing plan?uprovides a basis for comparison of actual and expected performance uprovides clearly stated activities to work toward common goalsuserves as a reference for the success of future a

5、ctivitiesuprovides an examination of the marketing environmentuallows entry into the marketplace with awarenesslo18marketing planelementsmarketing strategyproductdistributionpricemarketing mixbusiness mission statementobjectivessituation or swot analysistarget market strategyimplementationevaluation

6、controlpromotionlo19the importance of strategic marketingstrategic planninglong-term profitability and growthwrite a marketing planlo110marketing decisionsmcdonalds past ad campaigns focused on children, often using characters and/or talking food http:/ current campaigns focus on healthy ingredients

7、 http:/ lo1mcdonalds past ad campaigns focused on children, often using characters and/or talking food http:/ current campaigns focus on healthy ingredients http:/ 11develop an appropriate business mission statementlo212defining the business defining the business missionmissionu answers the question

8、, “what business are we in?”u focuses on the market(s) rather than the good or serviceu strategic business units (sbus) may also have a mission statementlo213amas mission statementamas mission statementlo214strategic business units strategic business units (sbus)(sbus)characteristics:sbu hasu a dist

9、inct mission and specific target marketu control over its resourcesu its own competitorsu plans independent of other sbuslo215explain the components of a situation analysislo316swot analysissouth-western college publishingswotthings the company does well.things the company does not do well.condition

10、s in the external environment that favor strengths.conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.internalexternallo317environmental scanninghelps identify opportunities and threatsguidelines for designing marketing strategy based o

11、n six forces: social demographic economic technological political/legal competitivelo318components of a situation analysisproduction costsmarketing skillsfinancial resourcesimagetechnologystrengthsweaknessesinternalenvironmentlo319describe the criteria for stating good marketing objectiveslo420marke

12、ting objectivesu realistic u measurableu time specificu consistent with and indicating the priorities of the organization“our objective is to achieve 10 percent dollar market share in the cat food market within 12 months of product introduction.”lo421criteria for good marketing objectivesrealistic,

13、measurable, and time-specific objectives consistent with the firms objectives:1. communicate marketing management philosophy2. provide management direction3. motivate employees4. force executives to think clearly5. allow for better evaluation of resultslo422identify sources of competitive advantagel

14、o523competitive advantagecompetitive advantagecompetitiveadvantagethe set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.lo524competitive advantagecompetitive advantageniche strategiescostproduct/service differe

15、ntiationlo525cost competitive cost competitive advantageadvantageu obtain inexpensive raw materialsu create efficient plant operationsu design products for ease of manufactureu control overhead costsu avoid marginal customerslo526sources of cost sources of cost reductionreductionexperience curveseff

16、icient laborno-frills productsgovernment subsidiesproduct designreengineeringproduction innovationsnew service delivery methodslo527examples of product/service examples of product/service differentiatorsdifferentiatorsu brand namesu strong dealer networku product reliabilityu imageu servicelo528elem

17、ents of competitive advantagesource: adapted from “seths blog: your competitive advantage,” accessed on november 7, 2008 at http:/ to unique talent and skillsqcost savings because of higher productivity or low overhead qexisting relationships (switching costs working in your favor) qvirally organize

18、d product and organization qlarge network of users qspeed qmonopoly power qstory that resonates with your target audience qlarge media budget qinsight into worldview of prospects (you make what they care about) qemotionally intelligent sales force or customer service people qaccess to capital and wi

19、llingness to lose money to build share qconnection to communitylo5beyond the book29niche competitive niche competitive advantageadvantageu used by small companies with limited resourcesu may be used in a limited geographic marketu product line may be focused on a specific product categorylo530source

20、s of sustainable sources of sustainable competitive advantagecompetitive advantagepatentscopyrightslocationsequipmenttechnologycustomer servicepromotionlo531identify strategic alternativeslo632strategic alternativesmarketpenetrationmarketdevelopmentproduct developmentdiversificationincrease market s

21、hare among existing customersattract new customers to existing productsintroduce new products into new marketscreate new products for present marketslo633portfolio matrixstars cash cowsproblemchildrendogslo634stars: large profitsneed cash for growthcash cows: dominant market sharetechnological devel

22、opmentallocate excess cash to categories with growth potentialproblem children: need cashinvest heavily or dropdogs: low growth and small market sharedroplo635portfolio matrix strategiesbuildholdharvestdivestlo636discuss target market strategieslo737segment the market based on groups with similar ch

23、aracteristicsanalyze the market based on attractiveness of market segmentsselect one or more target marketslo7target market strategy38appeal to the entire market with one marketing mixconcentrate on one marketing segmentappeal to multiple marketswith multiple marketing mixeslo7target market strategy

24、39target market strategiestarget market strategiesentire marketmultiple marketssingle markettarget market optionslo740describe the elements of the marketing mixlo841the marketing mixa unique blend of product, distribution, promotion, and pricing strategies designed to produce mutually satisfying exc

25、hanges with a target market.marketing mixlo842marketing mix: the “four ps”pricepromotionplaceproductlo843marketing mix: the “four ps”uthe starting point of the “4 ps” includes:uphysical unitupackageuwarrantyuserviceubranduimageuvalueproductuproducts can beutangible goodsuideasuserviceslo844marketing

26、 mix: the “four ps”uproduct availability where and when customers want themuall activities from raw materials to finished productsuensure products arrive in usable condition at designated places when neededplacelo845marketing mix:the “four ps”promotiononlinesony vaio advertisementreebok easytone shoe advertisement urole is to bring about exchanges with target markets by:uinformingueducatingupersuadinguremindinguincludes integration of:upersonal sellinguadvertisingusales promotionupublic relationslo846marketing mix:the “four ps”priceuprice is what a buyer must give up to obtain a produ