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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 4 f# S# S5 @$ Q8 [" j; w
& M3 E( qm' Za: Y3 d; ^4 W) l- b$ EDEAKIN MMK277 MODULE 2 SUGGEST SOLUTION1 r% q7 _" a}4 k5 K! I/ [5 e
PREPARED BY TONY WANG
: [, }1 I/ uH0 AsModule 2) O" x8 ^1 r5 E8 W" s3 ?$ I
1.1 strategic planning0 s" o- K5 K0 A+ L% H1 }
the process of developing and marketing a strategic for between the organization goods and capability, and it’s changing working ability.! f- j7 T# P3 b! H" L
1.2 mission statement
1 K/ n6 Y6 d" p( E0 }" [a statement of company purpose what is wants to accorplish large environment.G3 q% i- x2 Y4 I, C& P
1.3 growth-share matrix
% t" C$ C: f% S0 E1 R$ pa portfolio planning to evaluate company’s SBU
; X% b& z5 a8 w$ u! e0 F. ^( Oin terms of market growth and relative market share
) @B/ N; }, f6 [7 B1.4 product/market expansion grid
6 g% l: A" m$ g" ma portfolio-planning tool for identifying company growth opportunities through market penetration, market penetration, market development, product development or diversification.7 p1 y1 m: N5 I: k: \8 eG; K
1.5 value delivery network3 }- u$ ^0 n$ t9 T7 ]
the network made up of the company, suppliers, distributors and, ultimately, customers who partner with each other to improve the performance of the entire system.3 N) p% k# B( r8 M- T4 R
1.6 marketing strategy
) o" H7 b' g; c$ g1 Kthe marketing logic hopes to create customer value and profitable customer relationship
) P) J+ j5 X' c, k& s1.7 market segmentation
7 W* o5 w! F; ^2 _: Zdivide market into distinct group by different needs" i. ?! ~3 o( Q8 ~
1.8 market targeting
/ Ti0 d. J: `: R$ P6 Nthe process of valuating each segments attractive and selecting one or more segments to .6 G) H8 }3 v- A
1.9 market positioning
6 v8 w1 s; W, J. t) |arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers.
( \# r1 Y/ [/ p3 S" u1.10 marketing mix0 Z5 \3 u+ e' G1 [+ r
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.
5 o# S2 w. p0 ~- Y; s* }1.11 return on marketing investment
1 Q/ `3 M2 P7 [+ C' V( T7 ?4 ~* ythe net return from a marketing investment divided by the costs of the marketing investment.
3 J9 s/ G1 P7 E9 W) |9 r2 b1.12 macroenvironment
, pT8 P3 p0 V6 x# fall factors dose to the company that affect positioning or negatively 0 z: L* z$ N4 {( @/ L; G
1.13 microenvironmentm! |# s" S0 @. B7 t4 m8 O; N# S
all factors dose to the company consist abroad factors that affect marketing2 x4 e: J6 Q$ l4 o# }( P9 z' t
1.14 demographic environment( l. ]5 J+ y1 p- S& |/ K
the study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics.O* a) |$ @$ V' X2 P
1.15 economics environment* B) z) L) I2 V8 |
factors that affect consumer purchasing power and spending patterns.6 s4 \1 @) A- p* ]0 i' f+ F
1.16 natural environment 2 L4 E& y& YQ
natural resources that are needed as inputs by marketers or that are affected by marketing activities.' U1 U$ F$ {) g
1.17 technological environment
. o" q2 r2 W8 v0 f& N7 Nforces that create new technologies, creating new products and market opportunities.
9 V' F" I; B8 M- M: b8 ~1.18 political environment$ j# O- o1 L( B8 t. W
laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
1 C- S% |: M+ Q7 ?7 E4 n1.19 cultural environment / ZK* X( w& ]# N# i
institutions and other forces that affect a society’s basic values, perceptions, preferences and behaviors.; b3 j, i7 ]+ k( A; w7 X* g) o
- X2 i$ v2 C' S( F6 _
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