【正文】 用一些事情，總會看清一些人。 Organizational Culture。 同樣，新的組織不僅能進入產(chǎn)業(yè)，而且他們也能帶來能改變產(chǎn)業(yè)本質(zhì)的新產(chǎn)品。例如，管理咨詢企業(yè)的例證，建立的伙伴或許來自于電信產(chǎn)業(yè)，因此他們更熟悉產(chǎn)業(yè)的細微差異。低成本戰(zhàn)略低成本戰(zhàn)略的目標是獲取更大的市場份額。當買計算機時，一個必須在Mac和PC之間作選擇。營銷策略與二個組分有關(guān)：目標市場和用最佳的方式傳達你的產(chǎn)品價值或服務(wù)到那個市場。有一些因素會對營銷策略計劃的發(fā)展造成沖擊性的影響，它包括內(nèi)部因素例如組織的財產(chǎn)、技能和組織文化，外在因素例如各種各樣的市場驅(qū)動者、市場或產(chǎn)業(yè)運作方式、戰(zhàn)略窗口和競爭的本質(zhì)。例如，如果組織總是銷售它的裝飾物給商業(yè)主管，它也許就看不到組織之內(nèi)的低層人員甚至是成人或少年的個人消費潛力。另一個外在的沖擊一個企業(yè)如何最好的找準自己在市場上的定位的因素是市場或產(chǎn)業(yè)生命周期的階段。同樣，一家大箱子商店也許能使用有效的管理和信息技術(shù)實踐的組合以減少其運作費來轉(zhuǎn)移它的商品的最低可能價格。所以，了解市場觀念上的競爭意義對于制定出一個使企業(yè)具有重大競爭優(yōu)勢的營銷策略計劃來說是十分重要的。一些力圖滿足那些要求的組織將具備競爭優(yōu)勢。s product or service to that market. The development of a viable marketing strategy depends on several key dimensions. First, as with any global strategy within the organization, a successful marketing strategy needs to be endorsed by top management within the organization. Marketing strategy is also political in nature: Powerful units within the organization may disagree on the best marketing strategy and an accord may need to be negotiated. Marketing strategies may also be affected by organizational culture and the assumptions that this engenders. For example, if the organization has always marketed its widgets to business executives, it may fail to see the potential for marketing to lower level personnel within the organization or even for personal use to adults or teenagers.Factors that Implement Strategic Marketing Plan Development There are a number of factors that should impact the development of a strategic marketing plan for the organization. The first of these prises the assets and skills that the organization already possesses or that it can readily acquire. For example, if an organization has a significant programming department on the payroll, it would be feasible for it to make and market application software. However, if these personnel are already involved in other work and are not free to work on a new software project and the organization cannot afford to hire additional programmers, starting a new software line would be inadvisable at best. The second factor that must be considered when developing a marketing strategy is the market drivers. These are various political, economic, sociocultural, and technological forces that can influence the wants and needs of the consumer base. For example, the need to be able to handle increasing volumes of information and data has led to widespread use of information technology in many industries. Similarly, the need for a college education for an increasing number of jobs has led to a proliferation of forprofit institutions of higher education. Factors Impacting Marketing StrategyMarket drivers, however, are not the only external force that shapes one39。歲月是有情的，假如你奉獻給她的是一些色彩，它奉獻給你的也是一些色彩。s petition within that industry. As opposed to a market that can be defined as a group of customers with similar buying needs, an industry is a group of organizations (., petitors) that offer similar products or services to the market. Different organizations offering similar products or services, however, will not necessarily have the same window of opportunity. Therefore, it is important to understand how peting firms view the market in order to develop a strategic marketing plan that will yield a significant petitive advantage.Factors that Influence Industries amp。 Competitive Strategy。 “我們是第一!”驚嘆的赫茲。適當位置營銷競爭策略的另一種普通方法是適當位置營銷。今天，人們越來越多的用記憶黏附存放數(shù)據(jù)和信息，并且許多計算機甚至都不配置有驅(qū)動硬盤。例如，處理信息和數(shù)據(jù)增長的容量的需求導(dǎo)致了信息技術(shù)在許多產(chǎn)業(yè)的普遍使用。營銷策略在市場上審查市場來確定潛在顧客和競爭者本質(zhì)的需要，并且試圖開發(fā)出在市場上將使組織獲取或維護競爭優(yōu)勢的戰(zhàn)略。營銷作用包括相輔相成的兩方面。這些是各種各樣政治的，經(jīng)濟的，社會與文化的，并且可能影響基礎(chǔ)消費者需要的技術(shù)力量。例如，當計