了解營銷和市場過程英文(已修改)
2025-03-04 16:02 本頁面
【正文】 Part One Understanding marketing and the marketing process ? Lecture Two Strategic planning and the marketing process ? At a glance ? Explain the strategic planning and its four steps ? Discuss how to design business portfolios and growth strategies ? Describe the marketing process and the forces that influence it ?What is strategic planning? The process of developing and maintaining a strategic fit between the anization’ s goals and capabilities and its changing marketing opportunities. Steps in strategic planning defining a clear pany mission Setting supporting objectives Designing a sound business portfolio Coordinating functional strategies Business unit, product, and market level Company level Remember marketing plan contains: ?Mission statement ?Financial summary of what it seeks to achieve ?Market overview ?SWOT analysis ?Assumptions ?Marketing objectives ?Marketing strategies ?Programmes (with forecasts and budgets) Vision Mission Objectives Strategies Operational plans The logical sequence underlying plans:from vision to operational plans Contents of marketing plan Defining the pany’ s business and mission ? Mission statement: a statement of the anization’ s purposewhat it wants to acplish in the larger environment. ? Market oriented ? Realistic ? Specific ? Motivating Company Productorientation Marketorientation Poppy We make lipsticks We sell lifestyle and selfexpression。 success and status。 memories, hops and dreams Sea World We run a theme park We provide fantasies and entertainment Kmart We run discount stores We offer products and services that deliver value to middleChinese Xerox We make copying, fax and other office machines We make businesses more productive by helping them
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