《菲利普科特勒的“市場(chǎng)營(yíng)銷”講義》

Chapter3WinningMarkets:MarketingManagementTenthEditionObjectivesCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplanMarket-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesMarket-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowthCorporateHeadquartersPlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinessesStrategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControlGoodMissionStatements:LimitednumberofgoalsStressmajorpolicies&valuesDefinecompetitivescopesTheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars54MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divestSales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growthThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts1423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1.Companydevelopsamorepowerfullightingsystem2.Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3.Companydevelopsadeviceformeasuringilluminationlevel4.CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnelThreatMatrix1.Competitordevelopsasuperiorlightingsystem2.Majorprolongedeconomicdepression3.Highercosts4.LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreatsTheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystemsSelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketingTheMarketingPlanExecutiveSummary&TableofContentsCurrentMarketingSituationOpportunity&IssueAnalysisObjectivesMarketingStrategyActionProgramsProjectedProfit-and-lossControlsCompetitorsMarketingintermediariesPublicsSuppliersFactorsInfluencingCompanyMarketingStrategyMarketinginformationsystemMarketingplanningsystemMarketingorganizationsystemMarketingorganizationandimplementationProductPromotionPlacePriceTargetcustomersDemographic/economicenvironmentSocial/culturalenvironmentTechnical/physicalenvironmentPolitical/legalenvironmentReviewCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplan9、靜夜四無(wú)無(wú)鄰，荒居居舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃葉樹(shù)樹(shù)，燈下白頭頭人。。02:50:2802:50:2802:501/5/20232:50:28AM11、以我獨(dú)沈沈久，愧君君相見(jiàn)頻。。。1月-2302:50:2802:50Jan-2305-Jan-2312、故人江江海別，，幾度隔隔山川。。。02:50:2802:50:2802:50Thursday,January5,202313、乍見(jiàn)翻疑夢(mèng)夢(mèng)，相悲各問(wèn)問(wèn)年。。1月-231月-2302:50:2802:50:28January5,202314、他鄉(xiāng)生生白發(fā)，，舊國(guó)見(jiàn)見(jiàn)青山。。。05一一月20232:50:28上午午02:50:281月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月232:50上午午1月-2302:50January5,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/52:50:2802:50:2805January202317、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。2:50:28上午2:50上上午02:50:281月-239、沒(méi)沒(méi)有有失失敗敗，，只只有有暫暫時(shí)時(shí)停停止止成成功功！！。。1月月-231月月-23Thursday,January5,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒(méi)有。。。02:50:2902:50:2902:501/5/20232:50:29AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。1月-2302:50:2902:50Jan-2305-Jan-2312、世間成事事，不求其其絕對(duì)圓滿滿，留一份份不足，可可得無(wú)限完完美。。02:50:2902:50:2902:50Thursday,January5,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2302:50:2902:50:29January5,202314、意志堅(jiān)強(qiáng)強(qiáng)的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20232:50:29上上午02:50:291月-2315、楚塞塞三湘湘接，，荊門門九派派通。。。。一月232:50上上午午1月-2302:50January5,202316、少少年年十十五五二二十十時(shí)時(shí)，，步步行行奪奪得得胡胡馬馬騎騎。。。。2023/1/52:50:2902:50:2905January202317、空山新新雨后，，天氣晚晚來(lái)秋。。。2:50:29上午午2:50上午午02:50:291月-239、楊柳散和風(fēng)風(fēng)，青山澹吾吾慮。。1月-231月-23Thursday,January5,202310、閱讀一切切好書如同同和過(guò)去最最杰出的人人談話。02:50:2902:50:2902:501/5/20232:50:29AM11、越是是沒(méi)有有本領(lǐng)領(lǐng)的就就越加加自命命不凡凡。1月-2302:50:2902:50Jan-2305-Jan-2312、越是是無(wú)能能的人人，越越喜歡歡挑剔剔別人人的錯(cuò)錯(cuò)兒。。02:50:2902:50:2902:50Thursday,January5,202313、知人人者智智，自自知者者明。。勝人人者有有力，，自勝勝者強(qiáng)強(qiáng)。1月-231月-2302:50:2902:50:29January5,202314、意志堅(jiān)強(qiáng)強(qiáng)的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20232:50:29上上午02:50:291月-2315、最最具具挑挑戰(zhàn)戰(zhàn)性性的的挑挑戰(zhàn)戰(zhàn)莫莫過(guò)過(guò)于于提提升升自自我我。。。。一月月232:50上上午午1月月-2302:50January5,202316、業(yè)業(yè)余余生生活活要要有有意意義義，，不不要要越越軌軌。