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发表于 2013-9-2 23:32:00
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本帖最后由 海浪蓝 于 2013-9-2 23:33 编辑
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DEAKIN MMK277 MODULE 2 SUGGEST SOLUTION
* j- r8 ^: d& h% kPREPARED BY TONY WANG
6 y& @* x5 F2 \. S+ a" y+ sModule 2
B8 w0 |7 y( @3 K' p1.1 strategic planning
5 W7 g; L9 Y9 |1 }1 U9 hthe process of developing and marketing a strategic for between the organization goods and capability, and it’s changing working ability.: G|3 z+ j! o
1.2 mission statement
# o. v6 I4 ]7 ]" @: S6 Ya statement of company purpose what is wants to accorplish large environment.zV6 e3 I( P. O
1.3 growth-share matrix
! [5 ]6 r! `# f}% x# T7 Wa portfolio planning to evaluate company’s SBU% _# ]- J& y* a* a) F5 Z
in terms of market growth and relative market share
: e3 I# n* `4 Y. }# y( K) R7 n& J$ n1.4 product/market expansion gridU) \1 \; {5 \& R$ X4 A
a portfolio-planning tool for identifying company growth opportunities through market penetration, market penetration, market development, product development or diversification.. i( w8 l) }" ?5 q( {% r. y6 f+ a
1.5 value delivery network
2 Y9 ?3 U$ v3 k5 f8 p* \4 s* V, cthe network made up of the company, suppliers, distributors and, ultimately, customers who partner with each other to improve the performance of the entire system.0 H5 D6 G# m9 \+ K
1.6 marketing strategy/ z0 ki2 v; h* y
the marketing logic hopes to create customer value and profitable customer relationship
1 s3 ~7 I) f* u9 B# s4 m4 E1.7 market segmentation
, S8 `: |# b% y9 W4 g# adivide market into distinct group by different needs4 |3 j# j6 l- k6 d( F5 w. S4 s
1.8 market targeting
6 Q- e. t' p3 [& Jthe process of valuating each segments attractive and selecting one or more segments to .
* A# a: G. X9 p- A/ K1.9 market positioning8 |: H9 Q! ~( y, V. P
arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers.& J' a$ I" ]4 n) q" A
1.10 marketing mix
6 [8 U! F0 j6 X. Pthe set of controllable tactical marketing tools – product. Price, place, promotion, people, process and physical evidence – that the firm blends to produce the response it wants in the target market.
8 z1 A- f# W& T1.11 return on marketing investment6 }/ t9 f( F8 t7 z8 p3 m- `: i
the net return from a marketing investment divided by the costs of the marketing investment.% h" t1 u( i7 C! [
1.12 macroenvironment
0 a& C6 W. g( ^: D4 J; ]6 Tall factors dose to the company that affect positioning or negatively
4 |3 N( l/ }8 e! j2 ?1.13 microenvironment
/ n2 H" b8 q9 S: s3 ?( t. xall factors dose to the company consist abroad factors that affect marketing
' AD5 |: m7 _. D4 Z8 ]i. p( k7 f1.14 demographic environment
4 D/ pM1 a7 w8 ?, k7 hthe study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics.
2 H6 g9 D# P& w5 W1.15 economics environment6 i; @6 x. h/ z6 Z$ Y0 g
factors that affect consumer purchasing power and spending patterns.
+ S8 l2 G3 \# f. k1.16 natural environment
1 N0 f! G0 N6 @natural resources that are needed as inputs by marketers or that are affected by marketing activities.
, @: w$ R. @- R! q+ o, C! P1.17 technological environment5 f) P4 R3 G$ _; w2 E
forces that create new technologies, creating new products and market opportunities.
[" v& V" G9 G" }; J1 L1 O1.18 political environment2 a( F3 Bg) _' @
laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.1 M7 P0 w" r0 e: @0 U1 y
1.19 cultural environment
" ^7 ^+ _: P/ ~7 H$ o/ cinstitutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.
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