文档介绍：Part One
Understanding marketing and the marketing process
Lecture Two
Strategic planning and the marketing process
At a glance
Explain the strategic planning and its four steps
Discuss how to design business portfolios and growth strategies
Describe the marketing process and the forces that influence it
What is strategic planning?
The process of developing and maintaining a strategic fit between anization’s goals and capabilities and its changing marketing opportunities.
Steps in strategic planning
defining a pany mission
Setting supporting objectives
Designing a sound business portfolio
Coordinating functional strategies
Business unit, product, and market level
Company level
Remember marketing plan contains:
Mission statement
Financial summary of what it seeks to achieve
Market overview
SWOT analysis
Assumptions
Marketing objectives
Marketing strategies
Programmes (with forecasts and budgets)
Vision
Mission
Objectives
Strategies
Operational plans
The logical sequence underlying plans:from vision to operational plans
Contents of marketing plan
Defining pany’s business and mission
Mission statement: a statement of anization’s purpose---what it wants to plish in the larger environment.
Market oriented
Realistic
Specific
motivating
Company
Product-orientation
Market-orientation
Poppy
We make lipsticks
We sell lifestyle and self-expression; ess and status; memories, hops and dreams
Sea World
We run a theme park
We provide fantasies and entertainment
Kmart
We run discount stores
We offer products and services that deliver value to middle-Chinese
Xerox
We make copying, fax and other office machines
We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents
Market-orientation business definitions
pany objectives and goals
Mission: “Food, health, hope”--- of helping to feed the world’s exploding population while at the same time sustaining the environment.
Overall obje