市場(chǎng)營(yíng)銷ch01-展示頁
2025-01-16 20:32本頁面
【正文】 and globally Assume social and environmental responsibility Market for nonprofits Conduct emerce in marketplace 24 ? Marketing management (old define) the analysis, planning, implementation, and control of program designed to create, build,and maintain beneficial exchanges with target buyers for the purpose of achieving anizational objectives. 25 Marketing management (new define ) ? The art and science of choosing target markets and building profitable relationships with them. This involves getting, keeping, and growing customers through creating, delivering and municating superior customer value. Thus it involves managing demand, which in turn involves managing customer relationships. 26 ? The tasks of Marketing management () Demand Management Building Profitable Customer Relationships Marketing Management Practice 27 ? Marketing practice stages Entrepreneurial Marketing 原始營(yíng)銷 Formulated Marketing 程式營(yíng)銷 Intrepreneurial Marketing 創(chuàng)新營(yíng)銷 28 ? The pany’s strategic planning () Defining the pany mission Setting pany objectives and goals Designing the business portfolio Planning,marketing And other Functional strategies Corporate lever Business unit Product and market 明確公司使命 設(shè)定公司目標(biāo) 規(guī)劃業(yè)務(wù)組合 制定營(yíng)銷計(jì)劃 29 ? The BCG matrix () Low high Relative market share High low Star Dog Question mark Cash cow 30 20 18 16 14 10 8 6 4 2 0 10x 4x 2x 1x 市場(chǎng)成長(zhǎng)率 % 6 5 4 3 2 11 7 8 明星類 問題類 金牛類 瘦狗類 “波士頓矩陣”示意圖 相對(duì)市場(chǎng)占有率 31 ? Productmarket expansion grit () Existing markets Existing products New markets New products Market peration Market development Diversification product development 32 The marketing process () Profitable Customer relationships Market positioning Product Place Promotion Marketing intermediaries Competitors Publcs Suppliers 33 Major Force Shaping the Inter Age () The Digital Age Digitalization connectivity The explosion of the inter New types of intermediaries
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