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2024-10-16 13:19 本頁面
【正文】 ? The segmentation process divides the total market into market segments. ? Target marketing determines which segment(s) are pursued. ? The market positioning for the product is then determined. 2 20 Developing the marketing mix 發(fā)展?fàn)I銷組合 ? 競爭對(duì)手分析幫助引導(dǎo)競爭營銷戰(zhàn)略的發(fā)展。 ? 營銷過程的目的是幫助公司在這些機(jī)會(huì)中進(jìn)行資本化。 2 15 Product/Market Expansion Grid Strategic Planning Existing Products New Products Existing Markets New Markets Market Peration Market Development Product Development Diversification 2 16 產(chǎn)品 —市場擴(kuò)展方格 策略計(jì)劃 現(xiàn)有產(chǎn)品 新產(chǎn)品 現(xiàn)在市場 新市場 市場滲透 市場開發(fā) 產(chǎn)品開發(fā) 多角化 2 17 Planning Marketing 營銷計(jì)劃 ? Marketing plays a key role in the strategic planning process. ? Marketers must practice CRM and Partner Relationship Management. ? Partnering with other departments in the pany as well as other firms in the marketing system helps to build a superior value deliverywork. ? 在策略開發(fā)過程中營銷占重要角色。 ? 集中在當(dāng)前業(yè)務(wù)上。 ?策略是為了實(shí)現(xiàn)這些目標(biāo)的。 ? 寬窄適度 ? 適應(yīng)市場環(huán)境。 2 3 Case Study 案例研究 ? 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 迪士尼公司 Discussion
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