市场营销学,中英第二章.ppt

2 - * 2 - * 2 - * 2 - * 市场差异化和定位 2 - * Burt’s Bees提供“对地球友好的个人护理产品，为了更高尚的利益”这种有欺骗性的陈述形成了公司产品营销战略的基石 Market Differentiation and Positioning 2 - * Burt’s Bees offers “Earth friendly natural personal care products for The Greater Good”, a deceptively simple statement that forms the backbone of its marketing strategy 营销实践 2 - * Allegiant（忠实航空）的“到达他们去不了的地方”致力于提供被其他竞争对手忽视的服务 目标客户为不坐飞机的消费者 Marketing at Work 2 - * Allegiant’s “Go where they ain’t” strategy focuses on serving niches neglected by competitors Targets customers who might not otherwise fly 2 - * . 2 - * . 图 2.5 -营销组合的4P 2 - * Figure 2.5 - The Four Ps of the Marketing Mix 2 - * 业务组合分析 业务组合分析的目的 公司可以将资源投入到更具盈利性的业务上，减少对弱势业务的投入。 评估基准 战略业务单元的市场或产业的吸引力 战略业务单元在那个市场和产业中所处的位置。 2 - * Portfolio Analysis Purpose of portfolio analysis To direct resources toward more profitable businesses while phasing out or dropping weaker ones Basis of evaluation Attractiveness of SBU’s market or industry Strength of SBU’s position within that market or industry 2 - * 图2.2 -波士顿成长—份额矩阵 2 - * Figure 2.2 - The BCG Growth-Share Matrix 2 - * 波士顿成长—份额矩阵 成长—份额矩阵定义了四种战略业务单元。 明星 需要较大的投资来支撑较快的成长 金牛 需要较少的投资来维持现有市场份额 问题 需要大量的现金流来维持现有份额 瘦狗 不一定会成为大的现金流来源 2 - * BCG Growth-Share Matrix Strategies for categories of the BCG Matrix Stars need heavy investments to finance their rapid growth Cash cows need less investment to hold their market share Question marks require a lot of cash to hold their share, let alone increase it Dogs do not promise to be large sources of cash 2 - * 图 2.3 -产品／市场扩张矩阵 2 - * Figure 2.3 - The Product/Market Expansion Grid 2 - * 2 - * 2 - * 2 - * 2 - * 增长战略 2 - * Under Armour（安德玛）通过其多管齐下的战略实现飞速增长。 Developing Strategies for Growth 2 - * Under Armour has grown at a blistering rate under its multipronged growth strategy 精简业务 通过削减利润较少或不符合公司整体战略的产品来减少业务组合 实施精简战略的原因： 公司的快速成长 缺少市场经验 市场环境的变化 特定产品的减少 2 - * Downsizing Reduces the business portfolio by eliminating products of business units that are not profitable or