国际市场营销教程 3.ppt

国际市场营销(双语教学) 山西财经大学 国际贸易学院 药朝诚 第三部分 营 销 战 略 Marketing Strategy 战 略 The Strategy Strategy means “Art of Generals” in Greek. In economics, it is defined as “ major operation plan of long term designed to serve for company’s overall development goal.” What is Marketing Strategy? Marketing is … Marketing is management process responsible for identifying, anticipating and satisfying customer requirements profitably”. Marketing Strategy is … Process of assessing the firm’s environment to detect competitive advantages and then exploiting those advantages to reach specific goals Marketing strategy is forward-looking, long-term and relatively stable, carefully considered and relevant to the circumstanced of the specific business (or specific product), in order to reach a long term business goal. Business Strategic Goals 1. Goal of Growth Products; Variety; Quality; Total output Value of Total Assets Sales and Growth rate Profitability and Growth rate Business Strategic Goals 2. Competition Technological capacity Product pricing Product quality Market share (absolute and relative) CI and BI Business Strategic Goals 3. Stability Operation Safety Profitability Solvency Polymeric Synergistic What is Marketing Strategy? Two sources of competitive advantages Capabilities advantages Products, Brand, Scale, Technology, Finance Positional advantages Business occupies some advantageous geography Business occupies some advantageous place(s) in the perceptions of, most significantly, customers. What is Marketing Strategy? In essence, marketing strategy is the process by which the firm … Assesses the advantages associated with different perceptual positions Selects optimal position(s) for its business(es) Acquires the selected position(s) Maintains the acquired position(s) Importance of the Marketing Strategy “ Without marketing strategy, companies just like planes flying in air turbulences through thunder storms, finally may