《【免费课件】市场营销原理,清华大学出版社,英文原版教材课件.ppt

Chapter 2- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 2- slide * Copyright ? 2009 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 2- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Company and Marketing Strategy Companywide Strategic Planning: Defining Marketing’s Role Designing the Business Portfolio Planning Marketing: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort Topic Outline Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Companywide Strategic Planning Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Strategic Planning Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Companywide Strategic Planning The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment Market-oriented mission statement defines the business in terms of satisfying basic customer needs Defining a Market-Oriented Mission Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Companywide Strategic Planning Setting Company Objectives and Goals Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Companyw