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营销管理下载3 |
资料大小：253 KB
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资料语言：简体中文
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资料类别：网络营销资源下载 / doc文档，PPT文档 / 品牌资料
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运行环境：Win2003, WinXP, Win2000, NT, WinME
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添加时间：2008-7-17 13:06:23
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更新时间：2008-7-17 13:06:23
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资料简介：
营销管理下载3
Objectives
Corporate and division strategic planing
Business unit planning
The marketing process
Product level planning
The marketing plan
Market-Oriented Strategic Planning
Market-Oriented Strategic Planning
Corporate Headquarters Planning
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to SBUs
Plan new business, downsize older businesses
Strategic-Planning, Implementation, and Control Process
Good Mission Statements:
The Boston Consulting Group’s Growth-Share Matrix
Market Attractiveness: Competitive- Position Portfolio Classification
The Strategic-Planning Gap
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
Opportunity Matrix
1. Company develops a more powerful lighting system
2. Company develops a device for measuring the energy efficiency of any lighting system
3. Company develops a device for measuring illumination level
4. Company develops a software program to teach lighting fundamentals to TV studio personnel
Threat Matrix
1. Competitor develops a superior lighting system
2. Major prolonged economic depression
3. Higher costs
4. Legislation to reduce number of TV studio licenses
The McKinsey 7-S Framework
The Value-Delivery Process
The Marketing Plan
Factors Influencing Company Marketing Strategy
Review
Corporate and division strategic planing
Business unit planning
The marketing process
Product level planning
The marketing plan
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