營銷專題研究(1)(編輯修改稿)
2025-01-29 10:01 本頁面
【文章內容簡介】 putation。 market share。 customer satisfaction。 customer retention。 product quality。 service quality。 pricing effectiveness。 promotion effectiveness。 sales force effectiveness。 innovation effectiveness。 geographical coverage FinanceCost or availability of capital。 cash flow。 financial stabilityManufacturingFacilities。 economies of scale。 capacity。 able, dedicated workforce。 ability to produce on time。 technical manufacturing skillOrganizationVisionary, capable leadership。 dedicated employees。 entrepreneurial orientation。 flexible or responsiveRedefinition of the problemConclusion of the SWOTI analysisFind out the problem(s) you will focus on Goal The target you will arrive if you solve the redefined problem.ImplementationMarketing segmentation, targeting and positioningMarketing strategyMarketing mix (plan)The strategicplanning, implementation, and control processCorporate planningDivision planningBusiness planningProduct planningOrganizingImplementingMeasuring resultsDiagnosing resultsTaking corrective actionPlanning Implementing Controlling The Boston Consulting Group Approach (BCG)波士頓咨詢公司模型 (P68)The General Electric Model: (a) ClassificationStrong Medium Weak BUSINESS STRENGTHLow MediumHigh MARKET ATTRACTIVENESSThe General Electric Model: (b) StrategiesProtect Position Build SelectivelyInvest to Build Build Selectively Selectivity/Managefor Earnings Limited Expansionor HarvestDivestManage for EarningsProtect and RefocusAnsoff39。s Matrix: Planning for Growth Ansoff’s matrix offers strategic choices to achieve the objectives. There are four main categories for selection. Ansoff39。s Matrix: Planning for GrowthAnsoff39。s Matrix: Planning for GrowthMarket Peration To market the existing products to the existing customers. Market Development To market the existing product range in a new market. Product Development This is a new product to be marketed to the existing customers. Diversification To market pletely new products to new customers. There are two types of diversification, namely related and unrelated diversification. Related diversification means to remain in a market or industry with which the marketer is familiar. Unrelated diversification is where the marketer has neither previous industry nor market experience. The Strategy Clock: Bowman39。s Competitive Strategy Options It39。s a suitable way to analyze a pany39。s petitive position in parison to the of
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