商务策划学院 2002
2- 1Developing 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
商务策划学院 2002
2- 2产品 / 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,
商务策划学院 2002
2- 3市场营销在企业战略规划中的作用
? 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
2- 4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 Company’s Situation
Control
Measure
Results
Evaluate
Results
Take
Corrective
Action
商务策划学院 2002
2- 5营销规划程序
Executive Summary
Current Marketing Situation
Threats and Opportunities
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls
商务策划学院 2002
2- 6营销控制
Set Marketing Goals
Measure
Performance
Evaluate
Performance
Take Corrective
Action