2第二讲 公司战略与营销战略合作建立客户关系(精品·公开课件).ppt

主题概览 公司范围内的战略规划 星巴克：实施增长战略 开设更多的店铺 2008年一年开设新店2565家 强化星巴克体验 增加店内产品，改进菜单，增添特色 新的零售渠道 与Kraft合作，在超市售卖咖啡产品 航空公司、书店、便利店等 新的产品和店铺概念 与百事可乐合作 与Dreyer’s合作；咖啡冰淇淋 与Hershey合作；咖啡巧克力 音乐、图书、电影；CD、XM卫星广播 国际增长 市场营销战略与市场营销组合 管理市场营销活动 管理市场营销活动 测量和管理市场营销投资回报 营销效果可量化 营销责任计划(marketing accountability plan) 以顾客为中心的测量指标(获得顾客、留住顾客、顾客终身价值、顾客资产等) 以顾客关系为依据预测未来的业绩 测量和管理市场营销投资回报 * * * * * Note to Instructor Consumers stand in the center. The goal is to create value for customers and build profitable customer relationships. Next comes marketing strategy—the marketing logic by which the company hopes to create this customer value and achieve these profitable relationships. The company decides which customers it will serve (segmentation and targeting) and how (differentiation and positioning). It identifies the total market, then divides it into smaller segments, selects the most promising segments, and focuses on serving and satisfying the customers in these segments. Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment. * * * * * * * Note to Instructor Functional organization: This is the most common form of marketing organization with different marketing functions headed by a functional specialist. Geographic organization: Useful for companies that sell across the country or internationally. Managers are responsible for developing strategies and plans for a specific region. Product management: Useful for companies with different products or brands. Managers are responsible for developing strategies and plans for a specific product or brand. Market or customer management organization: Useful for companies with one product line sold to many different