国际市场营销（双语教学） 第三部分 营销战略（山西财经大学国际贸易学院）.pdf

International Marketing 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.” 3 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. 4 Business Strategic Goals 1. Goal of Growth • Products; Variety; Quality; Total output • Value of Total Assets • Sales and Growth rate • Profitability and Growth rate 5 Business Strategic Goals 2. Competition • Technological capacity • Product pricing • Product quality • Market share (absolute and relative) • CI and BI 6 Business Strategic Goals 3. Stability • Operation Safety • Profitability • Solvency • Polymeric Synergistic