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国际贸易、市场营销类课题外文翻译——市场定位策略(Positioning_in_Practice)(可编辑)
国际贸易、市场营销类课题外文翻译——市场定位策略(Positioning_in_Practice)
PositioninginPractice
PositioninginPractice
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StrategicRoleofMarketing
For large firms that have two or more strategic business units SBUs , there are
generally three levels of strategy: corporate-level strategy,
strategic-business-unit-level or business-level strategy, and marketing strategy. A
corporate strategy provides direction on the companys mission, the kinds of
businesses it should be in, and its growth policies. A business-level strategy
addresses the way a strategic business unit will compete within its industry. Finally,
a marketing strategy provides a plan for pursuing the companys objectives within a
specific market segment. Note that the higher level of strategy provides both the
objectivesand guidelines forthelower level ofstrategy.
At corporate level, management must coordinate the activities of multiple
strategic business units. Thus the decisions about the organizations scope and
appropriate resource deployments/allocation across its various divisions or businesses
are the primary focus of corporate strategy.Attempts to develop and maintain
distinctive competencies tend to focus on generating superior financial, capital, and
human resources; designing effective organizational structures and processes; and
seeking synergy among thefirms variousbusinesses.
At business-level strategy, managers focus on how the SBU will compete within
its industry. A major issue addressed in business strategy is how to achieve and
sustain a competitive advantage. Synergy for the unit is sought across
product-marketsand acrossfunctional department within the unit.
The primary purpose of a marketing strategy is to effectively allocate and
coordinate marketing
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