市場營銷學(xué)第二章

1、 2- 1Chapter 2Company and Marketing StrategyPartnering to Build Customer Relationshipsi t s good and good for you2- 2Company and Marketing Strategy Companywide Strategic Planning: Defining Marketings Role Designing the Business Portfolio Planning Marketing: Partnering to Build Customer Relationships

2、 Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing InvestmentTopic Outline2- 3Companywide Strategic PlanningStrategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities

3、 and its changing marketing opportunitiesStrategic Planning2- 4Companywide Strategic PlanningSteps in Strategic Planning2- 5Companywide Strategic Planning The mission statement is the organizations purpose, what it wants to accomplish in the larger environment Market-oriented mission statement defin

4、es the business in terms of satisfying basic customer needsDefining a Market-Oriented MissionWe help you organize the worlds information and make it universally accessible and useful.2- 6Companywide Strategic PlanningBusiness objectives Build profitable customer relationships Invest in research Impr

5、ove profitsMarketing objectives Increase market share Create local partnerships Increase promotionSetting Company Objectives and Goals2- 7Companywide Strategic PlanningThe business portfolio is the collection of businesses and products that make up the companyPortfolio analysis is a major activity i

6、n strategic planning whereby management evaluates the products and businesses that make up the companyDesigning the Business Portfolio2- 8Companywide Strategic PlanningStrategic business units can be Company division Product line within a division Single product or brandAnalyzing the Current Busines

7、s Portfolio2- 9Companywide Strategic PlanningIdentify key businesses (strategic business units, or SBUs) that make up the companyAssess the attractiveness of its various SBUsDecide how much support each SBU deservesAnalyzing the Current Business Portfolio2- 10Companywide Strategic Planning:2- 11Comp

8、anywide Strategic Planning Difficulty in defining SBUs and measuring market share and growth Time consuming Expensive Focus on current businesses, not future planningProblems with Matrix Approaches2- 12Companywide Strategic PlanningProduct/market expansion grid is a tool for identifying company grow

9、th opportunities through market penetration, market development, product development, or diversificationDeveloping Strategies for Growth and Downsizing2- 13Companywide Strategic PlanningDeveloping Strategies for Growth and Downsizing Product/Market Expansion Grid StrategiesMarket penetrationMarket d

10、evelopmentProduct developmentDiversification2- 14Companywide Strategic PlanningMarket penetration is a growth strategy increasing sales to current market segments without changing the productMarket development is a growth strategy that identifies and develops new market segments for current products

11、Developing Strategies for Growth and Downsizing2- 15Companywide Strategic PlanningProduct development is a growth strategy that offers new or modified products to existing market segmentsDiversification is a growth strategy through starting up or acquiring businesses outside the companys current pro

12、ducts and marketsDeveloping Strategies for Growth and Downsizing2- 16Companywide Strategic PlanningDownsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the companys overall strategyDeveloping Strategies for Grow

13、th and Downsizing2- 17Planning MarketingPartnering to Build Customer RelationshipsValue chain is a series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firms products2- 18Planning MarketingPartnering to Build Customer RelationshipsValue de

14、livery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system2- 19Marketing Strategy and the Marketing Mix2- 20Marketing Strategy and the Marketing MixMarket segmentation is the division of a market

15、 into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing mixesMarket segment is a group of consumers who respond in a similar way to a given set of marketing effortsCustomer-Driven Marketing Strategy2- 21Marketing Str

16、ategy and the Marketing MixMarket targeting is the process of evaluating each market segments attractiveness and selecting one or more segments to enterCustomer-Centered Marketing Strategy2- 22Marketing Strategy and the Marketing MixCustomer-Centered Marketing StrategyMarket positioning is the arran

17、ging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer2- 23Marketing Strategy and the Marketing MixMarketing mix is the set of controllable tactical marketing toolsproduct, price, place, and promotionthat the firm ble

18、nds to produce the response it wants in the target marketDeveloping an Integrated Marketing Mix2- 24Marketing Strategy and the Marketing MixDeveloping an Integrated Marketing Mix2- 25Managing the Marketing Effort2- 26Managing the Marketing EffortMarketing Analysis SWOT Analysis2- 27Managing the Mark

19、eting EffortMarket PlanningParts of a Marketing PlanExecutive summaryMarketing situationThreats and opportunitiesObjective and issuesMarketing strategyAction programsBudgetsControls2- 28Managing the Marketing EffortImplementing is the process that turns marketing plans into marketing actions to acco

20、mplish strategic marketing objectives Successful implementation depends on how well the company blends its people, organizational structure, decision and reward system, and company culture into a cohesive action plan that supports its strategiesMarketing Implementation2- 29Managing the Marketing Eff

21、ortFunctional organizationGeographic organizationProduct management organizationMarket or customer managementMarketing Department Organization 2- 30Managing the Marketing Effort Controlling is the measurement and evaluation of results and the taking of corrective action as needed to ensure the objec

22、tives are achieved. Operating control Strategic controlMarketing Control2- 31Measuring and Managing Return on Marketing InvestmentReturn on Marketing Investment (Marketing ROI)Return on marketing investment (Marketing ROI) is the net return from a marketing investment divided by the costs of the mar

23、keting investment. Marketing ROI provides a measurement of the profits generated by investments in marketing activities.2- 32Ch2 Review2- 33Which of the following is the first step in the strategic planning process?1. Setting company objectives and goals2. Designing the business portfolio3. Developi

24、ng strategies for growth and downsizing4. Defining a market-oriented mission2- 34Which of the following is the first step in the strategic planning process?1. Setting company objectives and goals2. Designing the business portfolio3. Developing strategies for growth and downsizing4. Defining a market

25、-oriented mission2- 35What is market penetration?1. Making more sales without changing the original product.2. Identifying and developing new markets for current products.3. Offering modified or new products to current markets.4. Starting up or buying businesses beyond current products and markets.2

26、- 36What is market penetration?1. Making more sales without changing the original product.2. Identifying and developing new markets for current products.3. Offering modified or new products to current markets.4. Starting up or buying businesses beyond current products and markets.2- 37Which of the f

27、ollowing involves evaluating each market segments attractiveness and selecting one or more segments to enter? 1. Market segmentation2. Market positioning3. Market targeting4. Market differentiation2- 38Which of the following involves evaluating each market segments attractiveness and selecting one o

28、r more segments to enter? 1. Market segmentation2. Market positioning3. Market targeting4. Market differentiation2- 39Which of the following Cs best describes the Place component of the four Ps concept?1. Customer solution2. Convenience3. Communication4. Customer cost2- 40Which of the following Cs b

29、est describes the Place component of the four Ps concept?1. Customer solution2. Convenience3. Communication4. Customer cost2- 41In a SWOT analysis, which of the following will be categorized as opportunities for a company?1. Internal capabilities, resources, and positive situational factors2. New te

30、chnologies being developed by the research team3. Internal limitations and negative situational factors4. Favorable factors or trends in the external environment2- 42In a SWOT analysis, which of the following will be categorized as opportunities for a company?1. Internal capabilities, resources, and

31、 positive situational factors2. New technologies being developed by the research team3. Internal limitations and negative situational factors4. Favorable factors or trends in the external environment2- 43In the BCG growth-share matrix, _are low-growth, high-share businesses or products.1. question m

32、arks2. dogs3. stars4. cash cows2- 44In the BCG growth-share matrix, _are low-growth, high-share businesses or products.1. question marks2. dogs3. stars4. cash cows2- 45Which of the following is the most common form of marketing organization?1.Functional organization2.Geographic organization3.Product

33、 management organization4.Customer management organization2- 46Which of the following is the most common form of marketing organization?1.Functional organization2.Geographic organization3.Product management organization4.Customer management organization2- 47Which of the following involves checking o

34、ngoing performance against the annual plan and taking corrective action when necessary?1. Strategic control2. Tactical control3. Operating control4. Financial control2- 48Which of the following involves checking ongoing performance against the annual plan and taking corrective action when necessary?

35、1. Strategic control2. Tactical control3. Operating control4. Financial control2- 49The product/ brand marketing plan begins with a(n) _.1.SWOT analysis2.goals3.objectives4.executive summary2- 50The product/ brand marketing plan begins with a(n) _.1.SWOT analysis2.goals3.objectives4.executive summar

36、y2- 51_ is a statement of the organizations purposeswhat it wants to accomplish in the larger environment.1.Objective2.Strategy3.Marketing plan4.Mission 2- 52_ is a statement of the organizations purposeswhat it wants to accomplish in the larger environment.1.Objective2.Strategy3.Marketing plan4.Mis

37、sion 2- 53Projects Pick a company or brand from which you buy frequently. Visit their Web site and find the portfolio of products/services they sell. Pretend you are the company CEO. Categorize the products into logical groupings that will become your strategic business units (SBUs). Using your best

38、 judgment, allocate resources, using percentages, not dollar amounts, to each SBU (make sure the total comes to 100 percent). (Objective 2) Get the current issue of Fortune magazine; most college libraries carry it. Read the cover story and define the 4 Ps of one of the companys products mentioned.

39、Then define the 4 Cs of the same product. Are there differences? (Objective 4)2- 54 Form students into groups of three to five. Each group should read Real Marketing 2.1 “McDonalds: On a Customer-Focused Mission.” Each group should then answer the following questions and share their findings with the class. (Objective 2) Describe McDonalds major products through the use of the BCG matrix. Using the Product/Market Expansion Grid, shown in Figure 2.3, identify poten