文档介绍：Chapter 4 Strategy development - setting marketing objectives and developing marketing strategies
Chapter 4
Strategy development – setting marketing objectives and developing marketing strategies
What’s needed in response to the petition is focus and discipline – to define an unmatched value proposition, build an operating model, and sustain it through constant transformation and improvement3>.
M. Treacy & F. Wiersema, The Discipline of Market Leaders, HarperCollins Publishers, London, 1995, .
Objectives
By the end of this chapter, you should:
understand the relationship between corporate, business unit and marketing objectives
understand the process of developing business unit and marketing strategies, with emphasis on:
the major business unit and higher-level marketing strategy decisions
tools to aid in the decision making process
the relationship between higher level objectives and strategies with marketing strategies
be able to determine marketing objectives and higher level marketing strategies.
The strategic marketing
planning process
Situation analysis
Problems &
opportunities
Marketing
objectives
Marketing
strategies
Budget
Implementation
Evaluation & control
Marketing objectives
The performance requirements to be achieved over the timeframe of the SMP.
A balancing act between meeting financial imperatives (corporate objectives) and the reality of the business unit’s strategic position and product-market opportunities.
An iterative process
Marketing objectives
Corporate objectives
Financial objectives
Marketing objectives
Performance
objectives
Marketing strategies
Higher-level strategies
Business position
Product-market strategies
Marketing-mix strategies
Target markets
Consumer positioning
Product strategies
Pricing strategies
Distribution strategies
IMC strategies + additional 3Ps for service providers
People, process management and physical asset strategies
Marketin