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1、选用教材营销管理[美]菲利普•科特勒著第十一版上海经济出版社第四章市场营销战略与市场细分教学目的：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：Chapter4MarketingStrategy,MarketSegmentsandSelectingTargetMarketsIn
2、thischapter,wewilladdressthefollowingquestions:■Howcanacompanymakesuitablemarketmixstrategies?■Howcanacompanyidentifythesegmentsthatmakeupamarket?■Whatcriteriacanacompanyusetochoosethemostattractivetargetmarket?Strategicplanning:threekeyareasandfourorganizationallevels
3、Strategicplanningcallsforactioninthreekeyareas:Thefirstismanagingacompany'sbusinessesasaninvestmentportfolio.Thesecondinvolvesassessingeachbusiness'sstrengthbyconsideringthemarket'sgrowthrateandthecompany'spositionandfitinthatmarket.Thethirdisestablishingastrategy.Fore
4、achbusiness,thecompanymustdevelopagameplanforachievingitslong-runobjectives.Tounderstandmarketingmanagement,wemustunderstandstrategicplanning.Mostlargecompaniesconsistoffourorganizationallevels;thecorporatelevel,thedivisionlevel,thebusinessunitlevel,andtheproductlevel.
5、Corporateheadquartersisresponsiblefordesigningacorporatestrategicplantoguidethewholeenterprise;itmakesdecisionsontheamountofresourcestoallocatetoeachdivision,aswellasonwhichbusinessestostartoreliminate.Eachdivisionestablishesadivisionplancoveringtheallocationoffundstoe
6、achbusinessunitwithinthedivision.Eachbusinessunitdevelopsastrategicplantocarrythatbusinessunitintoaprofitablefuture.Finally,eachproductlevel(productline,brand)withinabusinessunitdevelopsamarketingplanforachievingitsobjectivesinitsproductmarket.Themarketingplanoperatesa
7、ttwolevels:strategicandtactical.Thestrategicmarketingplanlaysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.Thetacticalmarketingplanspecifiesthemarketingtactics,includingproductfeatures,promotion,merchandising,p
8、ricing,saleschannels,andservice.Themarketingplanisthecentralinstrumentfordirectingandcoordinatingthemarketingeffort.T
