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Developing marketing strategies and plans 發展行銷策略與計畫 (Core…
Developing marketing strategies and plans
發展行銷策略與計畫
Value Delivery Process
1.choose the value
2.Provide the value
3.communicate the value
行銷就是滿足顧戶的需求，創造顧客價值
行銷計畫marketing plan
Planning 活動
1.Define the corporate mission
2.establish strategic business units(SBUs)
3.Assign resources to SBUs
4.Assessing growth opportunities
Mission使命
組織存在的目的，什麼是其在這個廣大的環境裡想完成的
share w/主管、員工、顧客
5 問
1.What is our business?
2.Who is our cumstomer?
3.What is of value to the customer?
4.What will our business be>
5.What should our business be?
(1)written document
(2)summarize marketers learned about the marketplace
(3)indicate how to reach its marketing objectives
行銷策略
business unit strategic planning
SWOT:先做外部再做內部
GOAL formation
strategy formation :(1)波特的generic stategies基本策略ex:成本、差異化、聚焦(2)stategic alliances策略聯盟
program formulation
implementation
business mission
feedback and control
Holistic Marketing develops
CV
1.Value Exploration
探索:界定機會和價值
2.value creation
建立價值，不只客戶還有內部合作者和員工
3.value delivery
傳遞價值:讓顧客感受到你想傳達的
Core competences核心競爭力
1.針對預想的顧客價值創造價值貢獻
make a contribution to Customer Benefits
2.可應用到各個市場
applications in a wide markets
3.讓競爭者很難模仿
※競爭優勢competitive advantage:
company "fits" its core competencies and distictive capabilities into tightly interlocking activity systems.
