市场营销学双语课件汇总9
2- 1 来自 中国最大的资料库下载 Developing Growth Strategies 1. 市场 渗透 2. 市场 开发 3. 产品 开发 4. 多元化开展 Existing Markets New Markets Existing Products New Products 产品/ 市场 扩展 矩阵 2- 2 来自 中国最大的资料库下载 产品/ 市场 拓展矩阵 市场渗透市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发市场开发: develop new markets with current products. How? Identify new demographic or geographic markets. 产品开发产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products. 多元化多元化: new products for new markets. How? Start up or buy new businesses. 2- 3 来自 中国最大的资料库下载 市场营销在企业战略规划中的作用 目标市场选择过程 Market SegmentationMarket Segmentation: determining distinct groups of buyers (segments) with different needs. Market TargetingMarket Targeting: evaluating and selecting which target segments to enter. Market PositioningMarket Positioning: products distinctive and desirable place in the minds of target segments compared to competing products. 基于竞争优势的营销战略 Market-Leader Market Challenger Market-Follower Market-Nicher 2- 4 来自 中国最大的资料库下载 市场营销管理 Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives Develop Marketing Plans & Budget Marketing Implementation Turn Marketing Plans into Action Plans to Achieve Marketing Objectives Marketing Analysis of Companys Situation Control Measure Results Evaluate Results Take Corrective Action 2- 5 来自 中国最大的资料库下载 营销规划程序 Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls 2- 6 来自 中国最大的资料库下载 营销控制 Set Marketing Goals Measure Performance Evaluate Performance Take Corrective Action