Developing Growth Strategies 1. 市场 渗透 2. 市场 开发 3. 产品 开发 4. 多元化发展 Existing Markets New Markets Existing Products New Products 产品/ 市场扩展矩阵 产品/ 市场拓展矩阵 市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets. 产品开发: offering modified or new products to current customers. How? New styles, flavors, colors, or modified products. 多元化: new products for new markets. How? Start up or buy new businesses. 市场营销在企业战略规划中的作用 目标市场选择过程 Market Segmentation: determining distinct groups of buyers (segments) with different needs. Market Targeting: evaluating and selecting which target segments to enter. Market Positioning: products distinctive and desirable place in the minds of target pared peting products. 基于竞争优势的营销战略 Market-Leader Market Challenger Market-Follower Market-Nicher 市场营销管理 Marketing Planning Develop Marketing Strategies to Achieve Marketing Objectives
