Principles of Marketing 5-1 Session 7 Strategic Planning and Marketing Process Text:Chapter 2,Appendix 2 制计价蜀易大孝 国际商学院市场营销学系
5 － 1 5 － 1 Strategic Planning and Strategic Planning and Marketing Process Marketing Process Principlesof Marketing Session 7 Session 7 Text: Chapter 2, Appendix 2
Outline 5-2 I.Discussion on Strategy II.What is Strategic Planning III.Steps in Strategic Planning IV.Planning Functional Strategies 制卧经价蜀易大考 国际商学院市场营销学系
Outline I. Discussion on Strategy I. Discussion on Strategy II. What is Strategic Planning II. What is Strategic Planning III. Steps in Strategic Planning III. Steps in Strategic Planning IV. Planning Functional IV. Planning Functional Strategies Strategies 5－2 5－2
I.Discussion on Strategy 5-3 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 制卧价蜀易大学 国际商学院市场营销学系
I. Discussion on Strategy I. Discussion on Strategy 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 5 － 3 5 － 3
1.What is Strategy? 5-4 Where I am? Where I am going? How to go there? 制卧经价蜀易大考 国际商学院市场营销学系
Where I am? How to go there? Where I am going? 5－4 5－4 1. What is Strategy?
2.Competitive Strategies for Marketers in Different Positions 5-5 Market Leader Market Challenger Market Follower Market Nicher 制纤凌所贸多大孝 国际商学院市场营销学系
¾ Market Leader ¾ Market Challenger ¾ Market Follower ¾ Market Nicher 2. Competitive Strategies for Marketers in Different Positions 5－5 5－5