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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; |* M( B: Z: G3 E' q) h% w/ `% \& o
PREPARED BY TONY WANG& V0 I& B; |+ W5 {. T
Module 2
; ~5 q! g}% e( a+ x) P1.1 strategic planning/ _& h: r+ j. y9 lw; X9 T
the process of developing and marketing a strategic for between the organization goods and capability, and it’s changing working ability.
$ f% d9 r, y# T1 d1.2 mission statement0 U; w; p+ I! f1 N, Z
a statement of company purpose what is wants to accorplish large environment.5 u6 l; Z6 I5 z3 q7 h
1.3 growth-share matrix: Y( T; R& }2 T
a portfolio planning to evaluate company’s SBU6 i8 S& J& K! J7 D. {- n* A2 y
in terms of market growth and relative market share0 S' k$ Z8 i# l5 n8 X5 t
1.4 product/market expansion grid
+ V: l2 N0 u; ~0 P; ta portfolio-planning tool for identifying company growth opportunities through market penetration, market penetration, market development, product development or diversification.
" q$ T/ R( F+ e1 Q. b4 c3 V5 t1.5 value delivery network
$ h3 T5 H' E4 u4 Wthe network made up of the company, suppliers, distributors and, ultimately, customers who partner with each other to improve the performance of the entire system.7 u( s" R- K% H
1.6 marketing strategy, L& s6 x* d/ C* X6 i
the marketing logic hopes to create customer value and profitable customer relationship}% D- E+ H, Q! l
1.7 market segmentationX& j$ c6 g! M% F: A/ y
divide market into distinct group by different needs
/ Ii# p3 u8 H1 o, ~) j7 X1.8 market targeting1 u4 a3 {3 w% m
the process of valuating each segments attractive and selecting one or more segments to .8 O5 ^- Q: t) g! ?
1.9 market positioning
- U; e0 W( S, e3 AP" Narranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers.4 e9 z% |+ x- V1 T. V; Y
1.10 marketing mix1 w* B5 k9 \4 ~
the 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.: v3 y- i4 p/ ~, e
1.11 return on marketing investment8 T" J$ V2 J7 j& T, D
the net return from a marketing investment divided by the costs of the marketing investment.* C2 Q# k/ @' c' G$ z# ]
1.12 macroenvironment 7 [% H! C7 I& e& ?+ }. K% R
all factors dose to the company that affect positioning or negatively
6 ?! X1 v8 i/ h+ w( g1.13 microenvironment" Z/ r; Y) m/ ?( [/ K
all factors dose to the company consist abroad factors that affect marketing
3 f" u" a) P$ e6 ~9 x1.14 demographic environment
' Q- k% l. v: ?4 j7 Hthe study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics.
5 G0 T7 P* `/ C& c+ L- u0 O1 J0 a6 W) y1.15 economics environment
7 }* g* N. B. J. A$ xfactors that affect consumer purchasing power and spending patterns.
* F+ @7 b; ~: ~% w1.16 natural environment + j1 e$ e! x# n1 N' X7 i2 k" Z8 Q: I
natural resources that are needed as inputs by marketers or that are affected by marketing activities.+ gv, w9 K' ?# i( ?4 S/ j
1.17 technological environment
, d3 Y4 i1 N$ T. A' [/ U0 nforces that create new technologies, creating new products and market opportunities.
: N+ f' [, F3 R( E9 x1.18 political environment; q7 C- ?$ y( G
laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society." ]% _" i4 ~4 ^" O) D5 X+ l0 F
1.19 cultural environment ( W5 d* F- SB2 x
institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.
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