阿姆斯特朗《市场营销学(第13版)》 课件 第 2 章 公司和营销战略:合作建立顾客参与、价值和关系.pptx
Marketing:AnIntroductionThirteenthEditionChapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerEngagement,Value,andRelationshipsCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved
LearningObjectives(1of4)2-1.Explaincompany-widestrategicplanninganditsfoursteps.2-2.Discusshowtodesignbusinessportfoliosanddevelopgrowthstrategies.2-3.Explainmarketing’sroleinstrategicplanningandhowmarketingworkswithitspartnerstocreateanddelivercustomervalue.
LearningObjectives(2of4)2-4.Describetheelementsofacustomervalue-drivenmarketingstrategyandmixandtheforcesthatinfluenceit.2-5.Listthemarketingmanagementfunctions,includingtheelementsofamarketingplan,anddiscusstheimportanceofmeasuringandmanagingmarketingreturnoninvestment.
FirstStop:Starbuck’sCustomer
Value-DrivenMarketingStrategyMorethanjustcoffee,StarbuckssellstheStarbucksExperience,onethat“enrichespeople’slivesonemoment,onehumanbeing,oneextraordinarycupofcoffeeatatime.”
LearningObjective2-1Explaincompany-widestrategicplanninganditsfoursteps.
StrategicPlanningGameplanforlong-runsurvivalandgrowthHelpstomaintainastrategicfitbetweenitsgoalsandcapabilitiesandchangingmarketingopportunities.
Figure2.1-StepsinStrategicPlanning
MissionStatementStatementoftheorganization’spurposeMarketoriented-definedintermsofsatisfyingbasiccustomerneedsEmphasizethecompany’sstrengthsFocusoncustomersandthecustomerexperience
SettingCompanyObjectivesandGoals(1of2)DetailedsupportingobjectivesforeachlevelofmanagementSettingahierarchyofobjectivesBusinessobjectivesMarketingobjectives
SettingCompanyObjectivesandGoals(2of2)
LearningObjective2-1SummaryStrategicplanningDefiningthecompany’smissionSettingobjectivesandgoalsDesigningabusinessportfolioDevelopingfunctionalplansCompanymissionstatementMarketoriented,