《菲利普科特勒和“市场营销”讲义》
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©2000 Prentice Hall
The Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Skills
Opportunities
©2000 Prentice Hall
Corporate Headquarters PlanБайду номын сангаасing
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
Action Programs
Projected Profit-and-loss
©2000 Prentice Hall
Controls
Market-Oriented Strategic Planning
Objectives
Resources
©2000 Prentice Hall
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Objectives
Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan
©2000 Prentice Hall
The Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Skills
Opportunities
©2000 Prentice Hall
Corporate Headquarters PlanБайду номын сангаасing
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
Action Programs
Projected Profit-and-loss
©2000 Prentice Hall
Controls
Market-Oriented Strategic Planning
Objectives
Resources
©2000 Prentice Hall
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Objectives
Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan
©2000 Prentice Hall