kotler02_im_Marketing management笔记.doc

LEARNING OBJECTIVES After reading this chapter, students should: Know how marketing affects customer value Know how strategic planning is carried out at different levels of the organization Know what a marketing plan includes CHAPTER SUMMARY The value delivery process (marketing) involves choosing (or identifying), providing (or delivering), and communicating superior value to the consumer. The value chain is a tool for identifying key activities that creates value and costs in a specific business. Strong companies develop superior capabilities in managing core business processes by managing core processes effectively to create a marketing network from suppliers to consumers. Managing these core processes effectively, means creating a marketing network in which the company works closely with all parties in the production and distribution chain, from suppliers of raw materials to retail distributors. Companies no longer compete— marketing networks do. Holistic marketing maximizes value exploration by understanding the relationships between the customer’s cognitive space, the company’s competence space, and the collaborator’s resource space. It maximizes value creation by identifying new customer benefits from the customer’s cognitive space; utilizing core competencies from its business domain, selecting and managing business partners from its collaborative networks. Maximized value is delivered by becoming proficient at customer relationship management, internal resource management, and business partnership management. Market-orientated strategic planning is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills, and resources and its changing market opportunities. The aim of strategic planning is to shape the company’s businesses and products so that it yields target profits and growth. Strategic planning takes place at four levels: corporate, division, business unit, and product. The corporate strategy