Principlesof Marketing 77--11 SessionSession 77 StrategicStrategic PlanningPlanning andand MarketingMarketing ProcessProcess Text: Chapter 2, Appendix 2 国际商学院市场营销学系 Outline 77--22 . HolisticHolistic MarketingMarketing OrientationOrientation andand CustomerCustomer ValueValue . DiscussionDiscussion onon StrategyStrategy . WhatWhat isis StrategicStrategic PlanningPlanning . StepsSteps inin StrategicStrategic PlanningPlanning . PlanningPlanning FunctionalFunctional StrategiesStrategies 国际商学院市场营销学系 I. Holistic Marketing Orientation and Customer Value 77--33 Holistic marketing addresses three key management questions: z Value exploration—identify new value opportunities z Value creation—create more promising new value offerings z Value delivery—deliver the new value offerings more efficiently 国际商学院市场营销学系 . AA HolisticHolistic MarketingMarketing FrameworkFramework 77--44 国际商学院市场营销学系 . DiscussionDiscussion onon StrategyStrategy 国际商学院市场营销学系 . DiscussionDiscussion onon StrategyStrategy 77--66 1. What is Strategy? 2. Competitive Strategies in Different Positions 3. Three Generic Strategies 4. The Five Determinants of Industry Profitability 5. Alternative Views of Strategy 国际商学院市场营销学系 1. What is Strategy? 77--77 Where I am? Where I am going? How to go there? 国际商学院市场营销学系 2. Competitive Strategies for Marketers in Different Positions 77--88 ¾ Market Leader ¾ Market Challenger ¾ Market Follower ¾ Market Nicher 国际商学院市场营销学系 3. Three Generic Strategies 77--99 ¾ Cost leadership ¾ Differentiation ¾ Focus Michael E. Porter 国际商学院市场营销学系 GenericGeneric StrategiesStrategies 77--1010 TARGET MARKET Narrow Broad Focused Product Narrow ProductProduct Differentiation Differentiation MixMix WidthWidth Wide Cost Cost Focus Leadership Michael E. Porter 国际商学院市场营销学系
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