《菲利普科特勒的“市場營銷”講義》

Chapter3WinningMarkets:MarketingManagementTenthEditionObjectivesCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplanMarket-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesMarket-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowthCorporateHeadquartersPlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinessesStrategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControlGoodMissionStatements:LimitednumberofgoalsStressmajorpolicies&valuesDefinecompetitivescopesTheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars54MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divestSales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growthThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts1423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1.Companydevelopsamorepowerfullightingsystem2.Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3.Companydevelopsadeviceformeasuringilluminationlevel4.CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnelThreatMatrix1.Competitordevelopsasuperiorlightingsystem2.Majorprolongedeconomicdepression3.Highercosts4.LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreatsTheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystemsSelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketingTheMarketingPlanExecutiveSummary&TableofContentsCurrentMarketingSituationOpportunity&IssueAnalysisObjectivesMarketingStrategyActionProgramsProjectedProfit-and-lossControlsCompetitorsMarketingintermediariesPublicsSuppliersFactorsInfluencingCompanyMarketingStrategyMarketinginformationsystemMarketingplanningsystemMarketingorganizationsystemMarketingorganizationandimplementationProductPromotionPlacePriceTargetcustomersDemographic/economicenvironmentSocial/culturalenvironmentTechnical/physicalenvironmentPolitical/legalenvironmentReviewCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplan9、靜夜四無無鄰，荒居居舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃葉樹樹，燈下白頭頭人。。02:50:2802:50:2802:501/5/20232:50:28AM11、以我獨沈沈久，愧君君相見頻。。。1月-2302:50:2802:50Jan-2305-Jan-2312、故人江江海別，，幾度隔隔山川。。。02:50:2802:50:2802:50Thursday,January5,202313、乍見翻疑夢夢，相悲各問問年。。1月-231月-2302:50:2802:50:28January5,202314、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。05一一月20232:50:28上午午02:50:281月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月232:50上午午1月-2302:50January5,202316、行動出成果果，工作出財財富。。2023/1/52:50:2802:50:2805January202317、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點的射線線向前。。2:50:28上午2:50上上午02:50:281月-239、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功?。?。。1月月-231月月-23Thursday,January5,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。02:50:2902:50:2902:501/5/20232:50:29AM11、成成功功就就是是日日復復一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。1月-2302:50:2902:50Jan-2305-Jan-2312、世間成事事，不求其其絕對圓滿滿，留一份份不足，可可得無限完完美。。02:50:2902:50:2902:50Thursday,January5,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2302:50:2902:50:29January5,202314、意志堅強強的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20232:50:29上上午02:50:291月-2315、楚塞塞三湘湘接，，荊門門九派派通。。。。一月232:50上上午午1月-2302:50January5,202316、少少年年十十五五二二十十時時，，步步行行奪奪得得胡胡馬馬騎騎。。。。2023/1/52:50:2902:50:2905January202317、空山新新雨后，，天氣晚晚來秋。。。2:50:29上午午2:50上午午02:50:291月-239、楊柳散和風風，青山澹吾吾慮。。1月-231月-23Thursday,January5,202310、閱讀一切切好書如同同和過去最最杰出的人人談話。02:50:2902:50:2902:501/5/20232:50:29AM11、越是是沒有有本領領的就就越加加自命命不凡凡。1月-2302:50:2902:50Jan-2305-Jan-2312、越是是無能能的人人，越越喜歡歡挑剔剔別人人的錯錯兒。。02:50:2902:50:2902:50Thursday,January5,202313、知人人者智智，自自知者者明。。勝人人者有有力，，自勝勝者強強。1月-231月-2302:50:2902:50:29January5,202314、意志堅強強的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20232:50:29上上午02:50:291月-2315、最最具具挑挑戰(zhàn)戰(zhàn)性性的的挑挑戰(zhàn)戰(zhàn)莫莫過過于于提提升升自自我我。。。。一月月232:50上上午午1月月-2302:50January5,202316、業(yè)業(yè)余余生生活活要要有有意意義義，，不不要要越越軌軌。