了解營銷和市場過程英文-wenkub
2023-03-15 16:02:48 本頁面
【正文】 et Enter new market Increase product availability and promotion Establish distribution channels and sales programs Hierarchy, Specific Designing the business portfolio ? Business portfolio: the collection of businesses and products that make up the pany. Analyzing the current business portfolio ?Boston consulting group approach ?The General Electric approach Developing growth strategies in the age of connectedness ?Productmarket expansion grid ?What is strategic business unit (SBU)? A unit of the pany that has a separate mission and objectives and that can be planned independently from other pany businesses. SBU can be a pany division, a product line with a division, or sometimes a single product or brand. COW ? ? ? Relative Market Share Rate of market growth 1 3 2 7 8 4 5 6 10X 1X 0 10% 22% BCG Approach Strong Average Weak High Medium Low Business strength B A C D F G E GE Approach Market Peration Product Development Market Development Diversification New New Existing Existing Market Product Growth Directions for a Given Productmarket bination Planning crossfunctional strategies ? Marketing’ s role in strategic planning ? Company ? Strategic planner ? SBU ? Operation ? Marketing and other business functions Marketing process Analyzing marketing opportunities Selecting target markets Developing the marketing mix Managing the marketing effort STP 戰(zhàn) 略 市場細分 Segmenting 市場定位 Positioning 目標市場選擇 Targeting Target customers Intended positioning Product/services ?Variety ?Quality ?Design ?Features ?Brand name ?Package ?Size ?Addons ?Warranties ?returns Price
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