合作與建立顧客關(guān)系研討(已修改)
2025-03-17 01:39 本頁(yè)面
【正文】 公司和營(yíng)銷策略： 合作與建立顧客關(guān)系 0 Objectives 目標(biāo) ? Understand panywide strategic planning and its four steps. ? Learn how to design business portfolios and develop strategies for growth and downsizing. ? Understand marketing’s role in strategic planning and how marketers partner with others. ? 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)銷在戰(zhàn)略計(jì)劃中的地位、作用。 1 Objectives 目標(biāo) ? Be able to describe the marketing process and the forces that influence it. ? Learn the marketing management functions, including the elements of the marketing plan. ? 描述營(yíng)銷過(guò)程和影響因素。 ? 列出營(yíng)銷管理的職能，包括營(yíng)銷計(jì)劃的要素。 2 Case Study 案例研究 ? Known for films, animation, theme parks and customer orientation ? Parks offer a variety of attractions as well as cleanliness, order, and warmth ? Satisfying the customer is everyone’s job ? Disney has grown via diversification ? Sales and ine have fallen Walt Disney Company 迪士尼公司 Discussion: How Can Disney Recover? 3 Strategic Planning 戰(zhàn)略計(jì)劃 ? Strategic planning is defined as: ? ―The process of developing and maintaining a strategic fit between the anization’s goals and capabilities and its changing marketing opportunities.‖ ? 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)銷機(jī)會(huì)之間的戰(zhàn)略配適的過(guò)程?！? 4 Strategic Planning 戰(zhàn)略計(jì)劃 ? Planning activities occur at the business unit, product, and market levels, and include: ? Defining the purpose and mission ? Setting objectives and goals ? Designing the business portfolio ? Developing detailed marketing and departmental plans ? 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)銷和部門計(jì)劃 5
試題試卷相關(guān)推薦
鄂ICP備17016276號(hào)-1