如何建立顾客合作关系.pptx

如何建立顾客合作关系

Objectives目标Understandcompany-widestrategicplanninganditsfoursteps.Learnhowtodesignbusinessportfoliosanddevelopstrategiesforgrowthanddownsizing.Understandmarketing’sroleinstrategicplanningandhowmarketerspartnerwithothers.解释公司范围的战略计划及其四个步骤。讨论如何规划业务组合，如何制定成长战略。解释职能计划战略，并评价营销在战略计划中的地位、作用。1

Objectives目标Beabletodescribethemarketingprocessandtheforcesthatinfluenceit.Learnthemarketingmanagementfunctions,includingtheelementsofthemarketingplan.描述营销过程和影响因素。列出营销管理的职能，包括营销计划的要素。2

CaseStudy案例研究Knownforfilms,animation,themeparksandcustomerorientationParksofferavarietyofattractionsaswellascleanliness,order,andwarmthSatisfyingthecustomeriseveryone’sjobDisneyhasgrownviadiversificationSalesandnetincomehavefallenWaltDisneyCompany迪士尼公司Discussion:HowCanDisneyRecover?3

StrategicPlanning

战略计划Strategicplanningisdefinedas:“Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.”战略计划的定义如下：“创造并且保持组织的目标能力与组织不断变化的营销机会之间的战略配适的过程。”4

StrategicPlanning

战略计划Planningactivitiesoccuratthebusinessunit,product,andmarketlevels,andinclude:DefiningthepurposeandmissionSettingobjectivesandgoalsDesigningthebusinessportfolioDevelopingdetailedmarketinganddepartmentalplans计划行为要在业务单位、产品、和市场三个不同级别上制定。包括：定义公司使命设定公司目标规划业务组合发展详细的营销和部门计划5

StrategicPlanning

战略计划Missionstatementsshould...serveasaguideforwhattheorganizationwantstoaccomplish.be“market-oriented”ratherthan“product-oriented”.beneithertoonarrow,nortoobroad.fitwiththemarketenvironment.bemotivating.使命陈述应该指导公司想要完成的任务。是“市场导向”，不是“产品导向”。宽窄适度适应市场环境。有激发性。6

StrategicPlanning

战略计划Missionstatementsguidethedevelopmentofobjectivesandgoals.Objectivesaredevelopedateachlevelintheorganizationhierarchy.Strategiesaredevelopedtoaccomplishtheseobjectives.使命陈述引导目的和目标的发展。目标存在于组织层次的每一水平。策略是为了实现这些