合作與建立顧客關(guān)系研討-展示頁(yè)
2025-03-15 01:39本頁(yè)面
【正文】 ? 剝奪 ? SBU的位置隨時(shí)間而改變 12 Strategic Planning 戰(zhàn)略計(jì)劃 ? Matrix approaches to formal planning share many problems: ? Difficult, timeconsuming, and costly to implement. ? Focus only on current businesses. ? Too strongly emphasize market share growth or growth via diversification. ? 用矩陣方法作計(jì)劃有許多問(wèn)題： ? 困難、費(fèi)時(shí)、實(shí)施起來(lái)成本高昂。 7 Strategic Planning 戰(zhàn)略計(jì)劃 ? Business 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(chǎng)導(dǎo)向”，不是“產(chǎn)品導(dǎo)向”?！? 4 Strategic Planning 戰(zhàn)略計(jì)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(jì)劃行為要在業(yè)務(wù)單位、產(chǎn)品、和市場(chǎng)三個(gè)不同級(jí)別上制定。 ? 列出營(yíng)銷管理的職能，包括營(yíng)銷計(jì)劃的要素。 ? 解釋職能計(jì)劃戰(zhàn)略，并評(píng)價(jià)營(yíng)銷在戰(zhàn)略計(jì)劃中的地位、作用。公司和營(yíng)銷策略： 合作與建立顧客關(guān)系 0 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(jì)劃及其四個(gè)步驟。 ? 討論如何規(guī)劃業(yè)務(wù)組合，如何制定成長(zhǎng)戰(zhàn)略。 1 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(yíng)銷過(guò)程和影響因素。 2 Case Study 案例研究 ? Known for films, animation, theme p
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