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(jì)劃及其四個(gè)步驟。討論如何規(guī)劃業(yè)務(wù)組合，如何制定成長(zhǎng)戰(zhàn)略。解釋職能計(jì)劃戰(zhàn)略，并評(píng)價(jià)營(yíng)銷(xiāo)在戰(zhàn)略計(jì)劃中的地位、作用。1Objectives目標(biāo)Beabletodescribethemarketingprocessandtheforcesthatinfluenceit.Learnthemarketingmanagementfunctions,includingtheelementsofthemarketingplan.描述營(yíng)銷(xiāo)過(guò)程和影響因素。列出營(yíng)銷(xiāo)管理的職能，包括營(yíng)銷(xiāo)計(jì)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(jì)劃Strategicplanningisdefinedas:“Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.”戰(zhàn)略計(jì)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(yíng)銷(xiāo)機(jī)會(huì)之間的戰(zhàn)略配適的過(guò)程?！?StrategicPlanning

戰(zhàn)略計(jì)劃Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans計(jì)劃行為要在業(yè)務(wù)單位、產(chǎn)品、和市場(chǎng)三個(gè)不同級(jí)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(xì)的營(yíng)銷(xiāo)和部門(mén)計(jì)劃5StrategicPlanning

戰(zhàn)略計(jì)劃M(mǎn)issionstatementsshould...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(chǎng)導(dǎo)向”，不是“產(chǎn)品導(dǎo)向”。寬窄適度適應(yīng)市場(chǎng)環(huán)境。有激發(fā)性。6StrategicPlanning

戰(zhàn)略計(jì)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(jì)是戰(zhàn)略計(jì)劃進(jìn)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(shí)別戰(zhàn)略業(yè)務(wù)單元（SBU）接近很一個(gè)SBU：波士頓咨詢(xún)集團(tuán)成長(zhǎng)—份額矩陣將SBU分為四類(lèi)中的一種，依據(jù)為：市場(chǎng)增長(zhǎng)率相對(duì)市場(chǎng)份額8BCGGrowth-ShareMatrixStrategicPlanningHighRelative

MarketShareHigh

Market

GrowthLow

Market

GrowthStarsCash

CowsQuestion

MarksDogsLowRelative

MarketShare9波士頓咨詢(xún)集團(tuán)成長(zhǎng)—份額矩陣戰(zhàn)略計(jì)劃相對(duì)市場(chǎng)份額高市場(chǎng)增長(zhǎng)率高市場(chǎng)增長(zhǎng)率低明星業(yè)務(wù)現(xiàn)金牛業(yè)務(wù)問(wèn)題業(yè)務(wù)瘦狗業(yè)務(wù)相對(duì)市場(chǎng)份額低10Shapethefuturebusinessportfolio

構(gòu)造未來(lái)的業(yè)務(wù)組合DeterminethefutureroleofeachSBUandchoosetheappropriateresourceallocationstrategy:BuildHoldHarvestDivestSBUschangepositionsovertime決定每一個(gè)SBU在未來(lái)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(shí)間而改變11StrategicPlanning戰(zhàn)略計(jì)劃Designingthebusinessportfolioalsoinvolves:Developingstrategiesforgrowthbyidentifying,evaluating,andselectingpromisingnewmarketopportunities.Product/marketexpansiongridDevelopingstrategiesfordownsizingthebusinessportfolio.設(shè)計(jì)業(yè)務(wù)組合還涉及：通過(guò)識(shí)別、評(píng)價(jià)和選擇市場(chǎng)機(jī)會(huì)，并為成長(zhǎng)發(fā)展策略。產(chǎn)品/市場(chǎng)擴(kuò)展方格開(kāi)發(fā)縮小業(yè)務(wù)組合的策略。12Product/MarketExpansionGridStrategicPlanningExistingProductsNewProductsExisting

MarketsNew

MarketsMarket

PenetrationMarketDevelopmentProductDevelopmentDiversification13產(chǎn)品—市場(chǎng)擴(kuò)展方格策略計(jì)劃現(xiàn)有產(chǎn)品新產(chǎn)品現(xiàn)在市場(chǎng)新市場(chǎng)市場(chǎng)滲透市場(chǎng)開(kāi)發(fā)產(chǎn)品開(kāi)發(fā)多角化14PlanningMarketing

營(yíng)銷(xiāo)計(jì)劃M(mǎn)arketingplaysakeyroleinthestrategicplanningprocess.MarketersmustpracticeCRMandPartnerRelationshipManagement.Partneringwithotherdepartmentsinthecompanyaswellasotherfirmsinthemarketingsystemhelpstobuildasuperiorvaluedelivery-network.在策略開(kāi)發(fā)過(guò)程中營(yíng)銷(xiāo)占重要角色。營(yíng)銷(xiāo)者必須進(jìn)行顧客關(guān)系管理和合作關(guān)系管理。在營(yíng)銷(xiāo)系統(tǒng)中，與公司內(nèi)部部門(mén)的合作和與外部公司的合作可以幫助建立等于高級(jí)價(jià)值傳統(tǒng)網(wǎng)。15Analyzingmarketingopportunities

分析市場(chǎng)機(jī)會(huì)Thestrategicplanning

andbusinessportfolioanalysisprocesseshelptoidentifyandevaluatemarketingopportunities.Thepurposeofthemarketingprocessistohelpthefirmplanhowtocapitalizeontheseopportunities.

戰(zhàn)略計(jì)劃和業(yè)務(wù)組合分析過(guò)程可以幫助識(shí)別和評(píng)價(jià)營(yíng)銷(xiāo)機(jī)會(huì)。營(yíng)銷(xiāo)過(guò)程的目的是幫助公司在這些機(jī)會(huì)中進(jìn)行資本化。

16Selectingtargetmarkets

選擇目標(biāo)市場(chǎng)細(xì)分過(guò)程把總體市場(chǎng)分為細(xì)分市場(chǎng)。營(yíng)銷(xiāo)細(xì)分決定定位于哪能些細(xì)分市場(chǎng)。產(chǎn)品的營(yíng)銷(xiāo)定位也隨之確定了。Thesegmentationprocessdividesthetotalmarketintomarketsegments.Targetmarketingdetermineswhichsegment(s)arepursued.Themarketpositioningfortheproductisthendetermined.17Developingthemarketingmix

發(fā)展?fàn)I銷(xiāo)組合競(jìng)爭(zhēng)對(duì)手分析幫助引導(dǎo)競(jìng)爭(zhēng)營(yíng)銷(xiāo)戰(zhàn)略的發(fā)展。策略通過(guò)營(yíng)銷(xiāo)組合變?yōu)閼?zhàn)術(shù)：

“4Ps”–產(chǎn)品、價(jià)格、場(chǎng)所、促銷(xiāo)（賣(mài)方觀點(diǎn)）“4Cs”–顧客選擇、成本、便利、溝通（消費(fèi)者觀點(diǎn)）Competitoranalysisguidescompetitivemarketi