战略规划和市场营销过程.ppt

第2章 战略规划和市场营销过程 Levi’s Jean 一、阅读Levi’s案例，并以小组为单位讨论文中的营销现象。 二、思考随着时间推移，Levi’s的市场营销有哪些变化？ 本章思考 How is strategic planning carried out at the corporate, division, and business-unit levels?战略规划在公司、部门和业务单元层次是如何进行的？ What are the major steps in planning the marketing process?规划营销过程的主要步骤是什么？ How can a company effectively manage the marketing process?公司如何有效地管理营销过程？ How do companies compete in a global marketplace? One part of the answer is a Commitment to creating and retaining satisfied customers. We can now add a second part: Successful companies know how to adapt to a continuously changing marketplace through strategic planning and careful management of the marketing process. 企业如何在全球市场中竞争？回答的一部分是努力吸引顾客和保持顾客满意。我们可以加上第二条：成功的公司明白如何通过战略规划和细心的营销过程管理来适应不断变化的市场。 战略规划 Market-oriented strategic planning is the managerial process of developing and maintaining a viable fit among the organization’s objectives, skills, and resources and its changing market opportunities. 市场导向的战略规划是一个在组织目标、技能和资源、以及不断变化的营销机会之间发展和保持可行的适应状态的管理过程。 战略规划 The aim of strategic planning is to shape the company’s businesses and products so that they yield target profits and growth and keep the company healthy despite any unexpected threats that may arise. 战略规划的目的是勾勒公司业务和产品的大概，以能够得到预定收益和增长，并且不管可能出现什么未曾预料的威胁，保持公司的良好状态。 战略规划的层次 Strategic planning calls for action in three key areas. The first area is managing a company’s businesses as an investment portfolio. The second area involves assessing each business’s strength by considering the market’s growth rate and the company’s position and fit in that market. And the third area is the development of strategy, a game plan for achieving long-term objectives. Defining the Corporate Mission 定义公司使命 An organization exists to accomplish something: to make cars, lend money, provide a night’s lodging, and so on. Its specific mission or purpose is usually clear when the business starts. Over time, however… Defining the Corporate Mission 定义公司使命 According to Peter Drucke