市场营销战略与市场细分

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1、市场营销战略与市场细分上海经济出版社营销战略与市场细分最牛英语口语培训模式：躺在家里练口语，全程外教一对一，三个月畅谈无阻！太平洋英语，免费体验全部外教一对一课程：http://www.pacificenglish.cn教学目的：通过本章学习使学生理解企业要在制定正确的市场营销战略的基础上学会使这些策略协调配合，得到最佳的市场营销组合战略，基于此进行具体的市场细分与选择目标市场的营销活动。教学重点：市场营销组合战略的含义、编制营销计划、市场细分教学难点：怎样编制营销计划、市场细分的策略教学时数：6学时（讲授、讨论）教学内容与步骤：市场营销战略与市场细分Chapter4MarketingStra

2、tegy,MarketSegmentsandSelectingTargetMarketsInthischapter,wewilladdressthefollowingquestions:■Howcanacompanymakesuitablemarketmixstrategies?■Howcanacompanyidentifythesegmentsthatmakeupamarket?■Whatcriteriacanacompanyusetochoosethemostattractivetargetmarket?Strategicplanning:threekeyareasandfourorgan

3、izationallevelsStrategicplanningcallsforactioninthreekeyareas:Thefirstismanagingacompany'sbusinessesasaninvestmentportfolio.Thesecondinvolvesassessingeachbusiness'sstrengthbyconsideringthemarket'sgrowthrateandthecompany'spositionandfitinthatmarket.Thethirdisestablishingastrategy.Foreachbusiness,thec

4、ompanymustdevelopagameplanforachievingitslong-runobjectives.Tounderstandmarketingmanagement,wemustunderstandstrategicplanning.Mostlargecompaniesconsistoffourorganizationallevels;thecorporatelevel,thedivisionlevel,thebusinessunitlevel,andtheproductlevel.Corporateheadquartersisresponsiblefordesigninga

5、corporatestrategicplantoguidethewholeenterprise;itmakesdecisionsontheamountofresourcestoallocatetoeachdivision,aswellasonwhichbusinessestostartoreliminate.Eachdivisionestablishesadivisionplancoveringtheallocationoffundstoeachbusinessunitwithinthedivision.Each市场营销战略与市场细分businessunitdevelopsastrategic

6、plantocarrythatbusinessunitintoaprofitablefuture.Finally,eachproductlevel(productline,brand)withinabusinessunitdevelopsamarketingplanforachievingitsobjectivesinitsproductmarket.Themarketingplanoperatesattwolevels:strategicandtactical.Thestrategicmarketingplanlaysoutthetargetmarketsandthevalueproposi

7、tionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.Thetacticalmarketingplanspecifiesthemarketingtactics,includingproductfeatures,promotion,merchandising,pricing,saleschannels,andservi