国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 3 Marketing Myopia and Marketing Strategies.pptVIP

Unit Three Marketing Myopia And Marketing Strategies Learning Outline Marketing Myopia Marketing Strategies The Static Model of Strategy The Dynamic Model of Strategy Types of Marketing Strategies Marketing Myopia Theodore Levitt (1960) coin the term “myopia”. Marketing Myopia: - failure to see “down the road” - make their decisions based on current circumstances Reason for Myopia: feel they can not accurately predict the future Marketing Myopia (cont’d) Improvement for Myopia: - adoption of business prediction techniques - broad market definition - “outside the box” Similar terms as marketing myopia: marketing hyperopia – Kotler and Singh (1981) a better vision of distant issues than of near ones marketing macropia – Baughman (1974) an overly broad view of industry Marketing Strategies Marketing strategies - plans designed to reach marketing goals - integrate marketing goals, policies, action sequences - carry out its mission effectively and efficiently Marketing strategies derive from: - corporate strategies - corporate missions - corporate goals - micro environmental forces The Static Model of Strategy strategy formulation Strategic thinking strategy implementation Strategy formulation involves: Doing a situation analysis Concurrent with this assessment, objectives are set Objective should suggest a strategic plan The Static Model of Strategy Strategy formulation determines: where you are where you want to go how to get there The Static Model of Strategy Strategy implementation involves: Allocation of sufficient resources Establishing a chain of command or some alternative structure Assigning responsibility of specific tasks or p