【文章內(nèi)容簡介】 lves anizing and implementing the vision(s). 實施：涉及組織和實施視角l 3) Control function – measures results。 diagnosing results (nothing works as planned) and。 taking corrective action (remember the operative word here is ‘TIMING’ – TQM observation) 控制功能：衡量結(jié)果、診斷結(jié)果（所有的都不按計劃）采取糾正措施（注：這里的動作詞是 “適時 ” TQM觀察）l FINALLY – REMEMBER THAT THESE AREAS ARE COOPERATIVE AND NOT INDEPENDENT OF EACH OTHER– You’re not in a vacuum! 最后 記住在這里要團結(jié)不要獨立 你不是在真空中！MISSION STATEMENTS使命聲明l Answer for me what a mission statement is? 回答我使命聲明是什么？l GREAT Mission Statement HAVE: 偉大的使命聲明具有：l 1) Limited number of goals 有限的目標數(shù)量l 2) Stresses major policies and values 強調(diào)主要方針和價值l 3) Defines petitive scores 規(guī)定有競爭力的得分l Sound too simple? 太簡單嗎？l It should be SIMPLE and EASILY UNDERSTOOD BY ALL MEMBERS OF YOUR ORGANIZATION 應(yīng)該簡單讓你的組織中的所有成員都容易懂得。StrategicPlanning Gap戰(zhàn)略計劃差距l(xiāng) What? Another term? Oh no! 什么？另一個小隊？沒有！l Simply put: It’s the difference between YOUR COMPANIES “current portfoliobusiness practices” less the “desired sales” 簡單地提出：你的公司間的區(qū)別 “目前業(yè)務(wù)量操作 ”少于 “理想銷售 ”l It’s that area that you need to fulfill to achieve the DESIREC SALES area set by your strategic plan. 是那個由你的戰(zhàn)略計劃中設(shè)定的你需要完成達到理想銷售的區(qū)域l Which involves different levels of growth: 哪個涉及到增長中的不同水平？a) Intensive growth, followed byb) 集中增長，伴隨c) Integrative growth, followed byd) 綜合增長，伴隨e) Diversification growthf) 變化增長Intensive Growth Strategies:集中增長戰(zhàn)略l Existing products/Existing markets: MARKET PENETRATION 現(xiàn)有產(chǎn)品 /現(xiàn)有市場：市場滲透l Existing products/New Markets: MARKET DEVELOPMENT 現(xiàn)有產(chǎn)品 /新市場：市場開發(fā)l New Products/Existing markets: MARKET DEVELOPMENT 新產(chǎn)品 /現(xiàn)有市場：市場開發(fā)l New Products/New Markets: DIVERSIFICATION 新產(chǎn)品 /新市場：多樣化The McKinsey 7S Frameworkfor a successful strategic planMcKinsey 成功戰(zhàn)略計劃的 7S 框架l The first three element that MUST interact are:必須相互影響的首先三個成份是 l a) strategy 戰(zhàn)略l b) structure of anization 組織結(jié)構(gòu)l c) systems of anization. 組織系統(tǒng)l These three subsections must work closely together – NO GAPS – NO DEPARTMENTAL FIGHTING 這三部分必須緊密地一起工作 沒有差距 沒有部門之爭l Then, when the anization has it ACT together it must insure that EVERONES – 然后，當組織要一起行動時，必須保證每個部分的： l a) skills 技巧l b) shared values 價值共享l c) staff 員工l d) style ARE 風(fēng)格是l COMPATIBLE AND CAN WORK TOGETHER SMOOTHLY! 有競爭性并可以平滑地一起工作The ValueDelivery Process交付價值過程l TRADITIONAL PHYSICAL PROCESS SEQUENCE: 傳統(tǒng)自然過程順序：l Make the product (design product, procure, make) 制作產(chǎn)品（設(shè)計產(chǎn)品、采購、制作）l Sell the product (price, sell, advertise/promote, Distribute Services. 銷售產(chǎn)品（價格、銷售、廣告 /促銷、分配、服務(wù)）l VALUE CREATION AND DELIVERY SEQUENCE: 價值產(chǎn)生和交付順序：l Choose the Value (known as strategic marketing) 選擇價值（稱作戰(zhàn)略市場學(xué)）l Provide the Value 提供價值l Communicate the Value 溝通價值l NOTE: Provide the value and municating the value is known as TACTICAL MARKETING! 注：提供價值和溝通價值稱作技術(shù)市場學(xué)）The Marketing Plan市場計劃l Executive Summary Table of Contents 執(zhí)行小結(jié)和內(nèi)容列表l Current Marketing Situation 目前市場狀況l Opportunity Issue Analysis 機會與事件分析l Objectives 目標l Marketing Strategy 市場戰(zhàn)略l Action Programs 行動計劃l Projected Profit and Loss (Pro Forma) 設(shè)計利潤和損失（利潤組成）l Controls 控制Factors Influencing Company Marketing Strategy影響公司市場戰(zhàn)略的因素l WHAT DO YOU THINK IS MOST IMPORTANT? 你認為什么是最重要的？ l 1) The most important influence is TARGET MARKET 最重要的影響是目標市場l 2) Marketing Mix (4Ps) Product, Promotion, Place, Price. 市場組合 (4Ps) 產(chǎn)品、促銷、地點和價格l 3) Internal considerations: a) marketing planning, marketing information systems, marketing anization and implementation and, marketing anization system. 內(nèi)部考慮： a) 市場計劃、市場信息系統(tǒng)、市場組織和實施、市場組織系統(tǒng)l 4) External considerations: a) Suppliers, Marketing intermediaries, publics and, petitors. 外部考慮： a) 供應(yīng)商、市場中間商、公眾和競爭對手l 5) Environmental considerations: a) demographic/economic considerations。 b) Technical/physical environmental considerations。 c) Political/legal environment, and。 Social/cultural environment. 環(huán)境考慮： a) 人口統(tǒng)計學(xué)的 /經(jīng)濟的； b) 技術(shù)的 /物理環(huán)境的考慮； c) 政治的 /法律環(huán)境的等等； d) 社會 /文化環(huán)境Session 1 – Good Afternoon Session 1 – 下午好Presented byDr. John BonagofskyMarketing Information System市場信息系統(tǒng)l Consists of:考慮l 1) People人l 2) equipment設(shè)備l 3) and procedures to 和程序來l 4) gather匯總l 5) sort篩選l 6) analyze分析l 7) evaluate, 評價l 8) and distribute分配l 9) needed按需求l 10) timely按時間l 11) and accurate 準確l 12) information信息l 13) to marketing decision makers對決策者做市場營銷Marketing Intelligence System市場營銷情報系統(tǒng)l Is a set of是一系列l(wèi) 1) procedures程序l 2) and sources資源l 3) used by managers被管理者使用l 4) to obtain來獲得l 5) everyday 每天l 6) information信息l About developments關(guān)于開發(fā)l In the marketing environment.在市場營銷環(huán)境下Defining the Problem and Research Objectives確定問題和研究目標l Exploratory Research – sheds light on problem。 suggest solutions。 or new ideas.探索性研究 闡明問題的真相，提供答案或新構(gòu)想l Descriptive Research – Ascertain magnitudes of the problem or surrounding atmosphere.描述性研究 查明問題或周圍環(huán)境的夸張程度l Causal Research – Test causeandeffect relationships。 Test hypotheses about causeandeffect relationships.因果性研究 測定因果關(guān)系；測定因果關(guān)系的假設(shè)Marketing Research Approaches市場營銷研究方法lObservational 觀察研究法lFocusgroups 深度集體研究法lSurvey 調(diào)查研究法lBehavioral 行為研究法lExperimental 實驗研究法SecondaryData Sources二手數(shù)據(jù)資源lInternal sources 內(nèi)部資源lGovernment Publications 政府發(fā)布lPeriodicals and books 期刊雜志和書籍lCommercial Data 商務(wù)數(shù)據(jù)lOnline 在線– Associations 協(xié)會– Business Information 商務(wù)信息The Ma