銷售：管理有利潤(rùn)的客戶關(guān)系r02_exs-免費(fèi)閱讀
【正文】 Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 2 2 1 Objectives ? 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. 2 2 Objectives ? 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. 2 3 Case Study ? 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 Discussion: How Can Disney Recover? 2 4 Strategic Planning ?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.” 2 5 Strategic Planning ? Planning acti
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