Marketing Strategy Planning市场战略规划

Marketing
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Marketing
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Market-Oriented vs. Product-Oriented
The focus of market-oriented mission is on satisfying customers’ needs and wants.
Product-oriented
Scott
Market-oriented
Disney
“We run theme parks.”
“We offer you a dreamy, fantastic experience.”
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Missions should be …
Realistic & specific Fit the environment Based on distinctive competencies Motivating
“We offer you a green, healthy yard.”
“We create customer connectivity, anytime, anywhere.”
“We sell grass seeds and fertilizer.”
America Online
“We provide online services.”
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Four Ps & Four Cs
Product
Customer solution
Price
Seller’s viewpoint
Buyer’s viewpoint
Customer value
Place
Convenience
Promotion
Marketing
Communication
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Questions & Answers
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Marketing Mix
Product
Variety Quality Design Features Brand name Packaging Services
Price
List price Discounts Allowances Payment period Credit terms
Market segmentation: dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes.
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Select Target Markets
Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
Place
Channels Coverage Assortments Locations Inventory Transportation Logistics
Promotion
Advertising Personal selling Sales promotion Public relations
Marketing
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Combinning Company Objectives
A company’s mission needs to be turned into detailed supporting objectives for each level of management as their management responsibilities.
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The Marketing Process
Product
Place
Profitable customer relationship Market positioning
Price
Promotion
Marketi源自文库g
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Analyze Marketing Opportunities
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Develop the Marketing Mix
Market mix: the set of controllable tactical marketing tools -- product, price, place, and promotion -- that the firm blends to produce the response it wants in the target market.
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Objectives for Different Levels
First-line level: short-term and detailed Middle level : marketing, production and operation, finance, human resources etc. Senior level: sales revenue growth, netincome growth, stock price growth, return on investment etc.
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Position in Target Markets
Market positioning: arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. (brand image)
Marketing Strategy Plannning
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Steps in Marketing Strategic Planning
Defining a marketoriented mission
Combine company objectives
Planning marketing strategies