Marketing | Mind Map

Strategic planning战略规划

Process of developing and maintaining a strategic fit between the organization’s goals and capabilities,

its changing marketing opportunities.

step

coparative level

1。 defining company mission

mission statement

show the company objectibve

show what company need to do to accomplish in the larger enviroment

Market-oriented and defined in terms of satisfying customer needs

need to defined

what is our business

who are our costomer

what should our company be

2. setting company objective and goals

one goals

Statements a business makes regarding its future.

Goals are general.

“We seek to become the largest maker of bicycles in the world”.

two objective

business objective

Measurable step people take to achieve that goal.

Objectives are specific.

“We will increase our sales of bicycles by 2.5% each quarter of this year. We will open new branches and factories in Germany and France during the next twelve months.

management objective

Set by business when promoting its products or services to potential consumers.

3.designing business portfolio

refer add

marketing level

4.planing marketing and other funtional strategic

refer add

management level

upper management

coperatetive level

ex:CFO COO CEO

middle management

management level

ex:general manager

lowwer management

funtional level

ex: funtioner manager

Marketing Strategy and Marketing Mix

refer add

Managing marketing process

funtion

Marketing Analysis

SWOT Analysis

internal positive=strengeths

internal negative=weakness

external positivel =oppotunity

external negative=htreats

planning

what it wants to do with each business unit.

Involves choosing marketing strategies

A detailed marketing plan

implementation

Turning marketing strategies and plan into marketing actions

organazation

Marketing Department Organization

Functional organization

Geographic organization

Product management organizatio

Market or customer management organization

Combination Organization

control

evaluating the results of marketing strategies and plans and taking corrective actions

Operating control

Checking ongoing performance

Strategic control

company’s basic strategies are well matched to its opportunities.

should re-assess its marketing strategies & programs from time-to time