中山吴柏林教授“广告策划与策略”绝密资料CHAP课程.ppt

Chapter 3 Objectives Discuss corporate and division strategic planing. List major steps in planning the marketing process. Determine how a company can effectively manage the marketing process. Some Terms to Learn... Planning, Implementation, and Control Process Corporate Headquarters Planning Why might a corporation’s mission change over time? What can a good mission statement yield a business? What are four different types of competitive scopes of a company? Discuss distinct differences between vertical scope and geographical scope. Establishing Strategic Business Units Let’s take some companies. Write down a distinct product definition and a market definition for each company. Burger King Sears Dell Computers The Boston Consulting Group’s Growth-Share Matrix The General ElectricModel Describe market attractiveness and business strength. What happens to a company if one of these factors is missing? What would be benefits of the GE and the BCG models? In what areas are the models weak? The Strategic-Planning Gap Three Intensive Growth Strategies: Ansoff’s Product-Market Expansion Grid Goal Formulation Strategy Formulation Good strategies to think about: overall cost leadership, differentiation, and focus. Firms that do not produce clear strategies do not perform well. Let’s think -- how could the internet make strategy formulation more challenging? Steps in theMarketing Process Describe each step in the marketing process: The Marketing Plan Organization of theMarketing Department Marketing-Management Organization True or False: When customers fall into different user groups with buying preferences, market management is desirable. Marketing managers are line managers. Market managers may have functional specialists reporting to them. True False True Global Organization MarketingImplementation Define marketing implementation. Why is the marketing process so critical? What questions does the implementation address? Describe Bonoma’s four sets of skills for impl