《市场营销学》课程授课教案（双语）Chapter 2 Company and Marketing Strategy

Chapter 2 Company and Marketing Strategy -Partnering to Build Customer Relationships 教学目的：通过本章学习，理解企业战略的层次结构，战略管理的一般过程，理 解如何规划和实施市场营销管理。 教学重点：市场营销管理的一般过程 教学难点：企业战略与战略管理 学时分配： 教学内容： Companywide Strategic Planning:Defining Marketing's Role ()Definition:Strategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organization's Goals and Capabilities and Its Changing Marketing Opportunities. 营销战略五个分析：竞争者、购买者行为、参照市场、环境、STP ()Steps in Strategic Planning √Corporate Level Defining the Company Mission Setting Company Objectives and Goals Designing the Business Portfolio Business unit,product,and market level:Planning.marketing.and other functional Strategies 1.Defining a market-oriented Mission (1)A Mission Statement is a Statement of the Organization's Purpose (2)Characteristics ofa Good Mission Statement: ●Market Oriented ●Realistic ·Specific Fit Market Environment

Chapter 2 Company and Marketing Strategy -Partnering to Build Customer Relationships 教学目的：通过本章学习，理解企业战略的层次结构，战略管理的一般过程，理 解如何规划和实施市场营销管理。 教学重点：市场营销管理的一般过程 教学难点：企业战略与战略管理 学时分配： 教学内容： 一、 Companywide Strategic Planning: Defining Marketing’s Role (一)Definition: Strategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organization’s Goals and Capabilities and Its Changing Marketing Opportunities. 营销战略五个分析：竞争者、购买者行为、参照市场、环境、STP (二) Steps in Strategic Planning ✓ Corporate Level ◼ Defining the Company Mission ◼ Setting Company Objectives and Goals ◼ Designing the Business Portfolio ✓ Business unit, product, and market level: Planning, marketing, and other functional Strategies 1. Defining a market-oriented Mission (1) A Mission Statement is a Statement of the Organization’s Purpose. (2) Characteristics of a Good Mission Statement: ⚫ Market Oriented ⚫ Realistic ⚫ Specific ⚫ Fit Market Environment

Distinctive Competencies ●Motivating 2.Setting Company Objectives and Goals (1)The company needs to turn its mission into detailed supporting objectives for each level of management. (2)This broad mission leads to a hierarchy of objectives,including business objectives and marketing objectives (3)Marketing strategies and programs must be developed to support these marketing objectives. 3.Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company. ●The company must: analyze its curent business portfolio or Strategic Business Units(SBU's) decide which SBU's should receive more,less,or no investment develop growth strategies for adding new products or businesses to the portfolio (1)Analyzing Current SBU's a.Boston Consulting Group Approach b.GE's Strategic Business-Planning Grid Relative market share High Low Stars Question marks Cash cows Dogs

⚫ Distinctive Competencies ⚫ Motivating 2. Setting Company Objectives and Goals (1) The company needs to turn its mission into detailed supporting objectives for each level of management. (2) This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. (3) Marketing strategies and programs must be developed to support these marketing objectives. 3. Designing the Business Portfolio ⚫ The business portfolio is the collection of businesses and products that make up the company. ⚫ The company must:  analyze its current business portfolio or Strategic Business Units (SBU’s)  decide which SBU’s should receive more, less, or no investment  develop growth strategies for adding new products or businesses to the portfolio (1) Analyzing Current SBU’s: a. Boston Consulting Group Approach b. GE’s Strategic Business-Planning Grid Stars Question marks Cash cows Dogs High Low High Low Market grow rate Relative market share

(2)Developing Strategies for Growth Product/Market Expansion Grid Existing Products New Products Existing markets Market Penetration Product Development New markets Market Development Diversification a.Market Penetration: making more sales to current customers without changing its products How?Add new stores in current market areas.improve advertising. prices,service or store design. b.Market Development:develop new markets for its current products How?Identify new demographic or geographic markets. c.Product Development:offering modified or new products to current markets. How?New styles,flavors,colors,or modified products. d.Diversification:new products for new markets How?Start up or buy new businesses. Planning Marketing:Partnering to Build Customer Relationships Partner relationship management working closely with partners in other company departments and outside the company tojointly bring greater value to customers. 1.Partnering with Other Company Departments (1)The marketing department needs help from the company's other departments. (2)Success depends on how well each department performs its work of adding customer value and on how well the activities of various departments are coordinated

(2) Developing Strategies for Growth Market Penetration Product Development Market Development Diversification a. Market Penetration: making more sales to current customers without changing its products. ✓ How? Add new stores in current market areas, improve advertising, prices, service or store design. b. Market Development: develop new markets for its current products. ✓ How? Identify new demographic or geographic markets. c. Product Development: offering modified or new products to current markets. ✓ How? New styles, flavors, colors, or modified products. d. Diversification: new products for new markets. ✓ How? Start up or buy new businesses. 二、 Planning Marketing: Partnering to Build Customer Relationships Partner relationship management: working closely with partners in other company departments and outside the company to jointly bring greater value to customers. 1. Partnering with Other Company Departments (1) The marketing department needs help from the company’s other departments. (2) Success depends on how well each department performs its work of adding customer value and on how well the activities of various departments are coordinated. Product/ Market Expansion Grid Existing Products New Products Existing markets New markets

(3)Ideally,a company's different functions should work in harmony to produce value for consumers.But in practice,departmental relations are full of conflicts and misunderstandings. (4)Marketers must find ways to get all departments to"think consumer"and to develop a smoothly functioning value chain. 2.Partnering with Others in the Marketing System (1)In its quest to create customer value,the firm needs to look beyond its own value chain and into the value chains of its suppliers,distributors, and ultimately,its customers. (2)More companies today are partnering with the other members of the supply chain to improve the performance of the customer value delivery network. (3)Increasingly in today's marketplace,competition no longer takes place between individual competitors.Rather,it takes place between the entire value delivery networks created by these competitors. 三、 Marketing Strategy and the Marketing Mix Figure 2.1 Managing Marketing Strategies and the Marketing Mix(Page 73) (-)Customer-Driven Marketing Strategy 1.Market Segmentation Dividing a market into distinct groups of buyers who have different needs. characteristics or behaviors and who might require separate products or marketing programs. 2.Market Targeting The process of evaluating each market segment's attractiveness and selecting one or more segments to enter. 3.Market Differentiation and Positioning

(3) Ideally, a company’s different functions should work in harmony to produce value for consumers. But in practice, departmental relations are full of conflicts and misunderstandings. (4) Marketers must find ways to get all departments to “think consumer” and to develop a smoothly functioning value chain. 2. Partnering with Others in the Marketing System (1) In its quest to create customer value, the firm needs to look beyond its own value chain and into the value chains of its suppliers, distributors, and ultimately, its customers. (2) More companies today are partnering with the other members of the supply chain to improve the performance of the customer value delivery network. (3) Increasingly in today’s marketplace, competition no longer takes place between individual competitors. Rather, it takes place between the entire value delivery networks created by these competitors. 三、 Marketing Strategy and the Marketing Mix Figure 2.1 Managing Marketing Strategies and the Marketing Mix (Page 73) (一) Customer-Driven Marketing Strategy 1. Market Segmentation Dividing a market into distinct groups of buyers who have different needs, characteristics or behaviors and who might require separate products or marketing programs. 2. Market Targeting The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. 3. Market Differentiation and Positioning

(1)Positioning:arranging for a product to occupy a clear,distinctive and desirable place relative to competing products in the minds of target consumers (2)Differentiation:actually differentiating the market offering to create superior customer value. ()Developing an Integrated Marketing Mix 1.product-customer solution 2.price-customer cost 3.place-convenience 4.promotion-communicatior 四、Managing the Marketing Effort 1.Marketing Analysis (1)SWOT analysis (2)The goal is to match the company's strengths to attractive opportunities in the environment,while eliminating or overcoming the weaknesses and minimizing the threats. 2.Marketing Planning 3.Marketing Implementation (1)Whereas marketing planning addresses the what and why of marketing activities,implementation addresses the who,where,and how. (2)Many managers think that"doing things right"(implementation)is as important as or even more important than "doing the right things'"((strategy)” (3)The fact is that both are critical to success and companies can gain competitive advantages through effective implementation. 4.Marketing Control (1)Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary

(1) Positioning: arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. (2) Differentiation: actually differentiating the market offering to create superior customer value. (二) Developing an Integrated Marketing Mix 1. product—customer solution 2. price—customer cost 3. place -convenience 4. promotion—communication 四、 Managing the Marketing Effort 1. Marketing Analysis (1) SWOT analysis (2) The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. 2. Marketing Planning 3. Marketing Implementation (1) Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, and how. (2) Many managers think that “doing things right” (implementation) is as important as or even more important than “doing the right things”(strategy)”. (3) The fact is that both are critical to success and companies can gain competitive advantages through effective implementation. 4. Marketing Control (1) Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary

(2)Strategic control involves looking at whether the company's basic strategies are well matched to its opportunities. 5.Marketing Strategies for Competitive Advantage (1)Overall cost leadership:works hard to achieve the lowest production and distribution costs (2)Differentiation:Concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market (3)focus:Focuses on one or more narrow market segments Guide post Theory Advantage Requirement CL Lowcost Scale economy Pricing flexibility Stable,sustainable and mass demand and supply, standardization DS Specialty Brand,quality. High added value Diversified demand,innovation service loyalty,high profit is needed in products Niche market Distinguished tailoring Small and featured demand products Discussion Applying the Concepts 1.Explain what a SWOT analysis involves.Develop a SWOT analysis for a travel agency in your community

(2) Strategic control involves looking at whether the company’s basic strategies are well matched to its opportunities. 5. Marketing Strategies for Competitive Advantage (1) Overall cost leadership: works hard to achieve the lowest production and distribution costs (2) Differentiation: Concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market (3) focus: Focuses on one or more narrow market segments Guide post Theory Advantage Requirement CL Low cost Scale economy Pricing flexibility Stable, sustainable and mass demand and supply, standardization DS Specialty Brand, quality, service High added value, loyalty, high profit Diversified demand, innovation is needed in products FS Niche market Distinguished products tailoring Small and featured demand Discussion & Applying the Concepts 1. Explain what a SWOT analysis involves. Develop a SWOT analysis for a travel agency in your community