中英對照營銷講義(1)-展示頁
2024-10-26 04:01本頁面
【正文】 ess portfolio: “the collection of businesses and products that make up the pany.” ? Designing the business portfolio is a key element of the strategic planning process. ?業(yè)務(wù) ` 組合： ?“選擇組成企業(yè)的商業(yè)和產(chǎn)品。 ?目標(biāo)存在于組織層次的每一水平。 ? 有激發(fā)性。 ? 是“市場導(dǎo)向”，不是“產(chǎn)品導(dǎo)向”?！? 2 5 Strategic Planning 戰(zhàn)略計劃 ? Planning activities occur at the business unit, product, and market levels, and include: ? Defining the purpose and mission ? Setting objectives and goals ? Designing the business portfolio ? Developing detailed marketing and departmental plans ? 計劃行為要在業(yè)務(wù)單位、產(chǎn)品、和市場三個不同級別上制定。 ?列出營銷管理的職能，包括營銷計劃的要素。 ? 解釋職能計劃戰(zhàn)略，并評價營銷在戰(zhàn)略計劃中的地位、作用。Company and Marketing Strategy: Partnering to Build Customer Relationships 公司和營銷策略： 合作與建立顧客關(guān)系 2 1 Objectives 目標(biāo) ? 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. ? 解釋公司范圍的戰(zhàn)略計劃及其四個步驟。 ? 討論如何規(guī)劃業(yè)務(wù)組合，如何制定成長戰(zhàn)略。 2 2 Objectives 目標(biāo) ? 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. ?描述營銷過程和影響因素。 2 3 Case Study 案例研究 ? Known for films
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