重庆工商大学：《市场营销》（双语版）PPT课件 2- 1 Developing Growth Strategies

Developing Growth Strategies 21」 产品/市场扩展矩阵 Existing New Products Products Existing1.市场 3.产品 Markets 渗透 开发 NeW2.市场 Markets开发 4.多元化发展 商务策划学院2002

商务策划学院 2002 2- 1 Developing Growth Strategies 1. 市场 渗透 2. 市场 开发 3. 产品 开发 4. 多元化发展 Existing Markets New Markets Existing Products New Products 产品/ 市场 扩展 矩阵

产品/方场拓展矩阵 2-2 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: develop new markets with current products. How? Identify new demographic or geographic markets 产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products °多元化: new products for new markets.How? Start up or buy new businesses. 商务策划学院2002

商务策划学院 2002 产品 2- 2 / 市场 拓展矩阵 • 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: develop new markets with current products. How? Identify new demographic or geographic markets. • 产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products. • 多元化: new products for new markets. How? Start up or buy new businesses

方场营销在企业战略规划中的作用 2-3 目标市场选择过程 -Market Segmentation: determining distinct groups of buyers(segments)with different needs Market Targeting: evaluating and selecting which target segments to enter. Market 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 商务策划学院2002

商务策划学院 2002 市场营销在企业战略规划中的作用 2- 3 • 目标市场选择过程 –Market Segmentation: determining distinct groups of buyers (segments) with different needs. –Market Targeting: evaluating and selecting which target segments to enter. –Market 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

方场营销管理 2-4 Marketing Analysis of Company's Situation Control Marketing Planning Marketing Implementation Measure Develop Marketing Results Strategies to Turn Marketing Plans Achieve Marketing into Evaluate Objectives ction plans Results to Achieve Develop Marketing marketing Objectives Take Plans Budget Corrective Action 商务策划学院2002

商务策划学院 2002 市场营销管理 2- 4 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 Company’s Situation Control Measure Results Evaluate Results Take Corrective Action

营销规划程序 2-5 E xecutive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls 商务策划学院2002

商务策划学院 2002 营销规划程序 2- 5 Executive Summary Current Marketing Situation Threats and Opportunities Objectives and Issues Marketing Strategy Action Programs Budgets Controls

营销控制 2-6 Set Marketing Goals Measure Performance Evaluate Performance Take Corrective Action 商务策划学院2002

商务策划学院 2002 2- 6 营销控制 Set Marketing Goals Measure Performance Evaluate Performance Take Corrective Action