1、国际市场营销国际市场营销(双语教学双语教学)山西财经大学国际贸易学院 药朝诚International Marketing第三部分 营 销 战 略 Marketing Strategy3战 略 The Strategy Strategy means “Art of Generals” in Greek. In economics, it is defined as “ major operation plan of long term designed to serve for companys overall development goal.” 4What is Marketing Str
2、ategy? Marketing is Marketing is management process responsible for identifying, anticipating and satisfying customer requirements profitably”.Marketing Strategy is Process of assessing the firms environment to detect competitive advantages and then exploiting those advantages to reach specific goal
3、s Marketing strategy is forward-looking, long-term and relatively stable, carefully considered and relevant to the circumstanced of the specific business (or specific product), in order to reach a long term business goal. 5Business Strategic Goals1. Goal of GrowthProducts; Variety; Quality; Total ou
4、tputValue of Total AssetsSales and Growth rateProfitability and Growth rate6Business Strategic Goals2. CompetitionTechnological capacityProduct pricingProduct quality Market share (absolute and relative)CI and BI7Business Strategic Goals3. Stability Operation SafetyProfitabilitySolvency Polymeric &
5、Synergistic8What is Marketing Strategy? Two sources of competitive advantages Capabilities advantages Products, Brand, Scale, Technology, Finance Positional advantages Business occupies some advantageous geography Business occupies some advantageous place(s) in the perceptions of, most significantly
6、, customers.9What is Marketing Strategy?In essence, marketing strategy is the process by which the firm 1. Assesses the advantages associated with different perceptual positions2. Selects optimal position(s) for its business(es)3. Acquires the selected position(s)4. Maintains the acquired position(s
7、)10Importance of the Marketing Strategy “ Without marketing strategy, companies just like planes flying in air turbulences through thunder storms, finally may crashed down, or perhaps fuel exhausted. - Alvin Toffler, The Third Wave 11WE will learn To define the business by defining its product(s) an
8、d its customers To develop a complete marketing strategy Explains how business advantages will be exploited and/or enhanced; explains why one should expect that projected outcome(s) will be realized To communicate the strategy to those who must implement and/or finance it 12Why does marketing strate
9、gy matter? An example, the golf ball market Until a few years ago, market dominated by just two manufacturers, Acushnet, primary brand Titleist, and Spalding, primary brand Top-Flite Titleist desired position: “highest quality” balls for “serious golfers” Top-Flite desired position: “excellent” ball
10、s for “smart golfers”13Two Competitors Acushnet Company is a leading maker of golf balls, clubs, shoes, gloves, and other golfing equipment and accessories. Its Titleist brand of golf balls is the #1 seller in the US. Spalding, founded in 1876, is one of the oldest sporting goods manufacturers in th
11、e world. In addition to its own name brand of athletic and sports equipment, the company markets products under Top-Flite, Ben Hogan, Strata Etonic and Dudley brands. Spalding is the official ball of the NBA, WNBA.A Review The marketing strategy15Why does marketing strategy matter?Multi-layer constr
12、uctionSoft cover materialTitleistTop-FliteTwo layer constructionFirm cover materialProductFeaturesAveragePriceHighModerateAggressiveFocused on feature benefitsHeavy tour playersAggressiveFocused on feature benefitsFocused on sensible pricesSelectiveIntensivePromotionDistribution16Why does marketing
13、strategy matter? Titleist brand is Largest selling golf ball (by units) in the world Also the most expensive! Same industry and same external environments But, vastly different performances due at least in part to different marketing strategies17战 略 思 考 The Strategic Consideration1. A (marketing) de
14、finition of your businessYour business is most usefully defined in terms of what you sell and to whomExample, golf equipment businessTitleist sells highest quality equipment to people serious about their golf scoresTop-Flite sells excellent quality equipment to people smart enough to know there is n
15、o need to be serious about their scores18战 略 思 考 The Strategic Consideration2. Goal(s)Reaching what specific goal(s) will allow the firm to maximize long-run profitability?Example, personal computer businessDell sought overall market leadership of the personal computer businessApple Computer sought
16、to maintain lead position in, and expand the size of, a niche of devotees19战 略 思 考 The Strategic Consideration3. ScopeWhat will the firm sell; to whom; where; etc?Example, golf equipment businessTitleist limited distribution to on course shops and better off site retailers; limitation in distributio
17、n scope helped achieve desired perception among customersTop-Flite distributed almost anywhere there was an outlet, which helped achieve desired perception among customers20战 略 思 考 The Strategic Consideration4. Competitive advantageHow should customers and others perceive the business?ExampleWal-Mar
18、ts marketing managers exploit their firms supply chain, human resources, I.T., store locations, supplier relations, etc. to hold lowest price position and better service in consumer perceptionsMeetAll distinguishes itself as a local company making use of nationalism.21战 略 思 考 The Strategic Considera
19、tion5. LogicWhy should a business smart person believe the business is going to reach its goal(s)?ExampleWal-Marts advantages of internationalization strategy supported its goal of keeping leadership in its mass marketingAMWAYs advantages of high-tech, products, bonus system, political PR skills sup
20、ported its goal of keeping leadership in its mass marketing 22战略分析Strategic Analysis Customer Channel Competitor Company23Customers The customer is the end user of the “product” Channel is intermediary that moves product from manufacturer to customer and payment from customer to manufacturer The cus
21、tomer is the decision-maker about whether or not to acquire the offering24Customer Analysis Who are the customers and why? How many of them are there; will there be? How is the buying done? Where do they get information; buy? How do they make their purchase decisions? What are (will be) their under-
22、served needs? Are there relevant differences (segments)?25Customer Analysis:Decision-making processNeedrecognitionInformationsearchEvaluation ofalternativesPurchasedecisionPostpurchasebehavior26Competitor Analysis Who are the competitors? Who (else) do customers buy from now? Who might join in the f
23、uture? What are their Strategies? Assumptions? Vulnerabilities/Weakness?27Company Analysis What are the businesss goals? As relates goals and strategy, what are Internal strengths? Internal weaknesses? Environmental opportunities? Environmental threats?28Company Analysis:SWOT Identify the variables
24、that contribute to businesss success (or failure) Determine the relative “weights” of each contributing variable Assess the businesss “performance” on each variable29Channel Analysis What are all the means by which customers might acquire the product? Within each Margin or volume driven? Capable of
25、providing customers expertise? Capable of providing customers convenience? Cost-effective30Analysis Yields Strategy:An example Play more than once per weekCommittedGolfersCasualGolfers Play less than once per weekPlayingIntensityPrimaryConsiderations1. Ability to hold greens2. Distance3. Flight traj
26、ectory 抛物线1. Distance2. Price2. Durability1. Golf Pro2. Golf Publications3. Friends1. Advertisements2. Friends3. Golf Publications1. On course golf shop2. Golf specialty store1. On course golf shop2. Mass merchandiserMain Sourcesof InformationMain Placesof PurchaseSampleProportion0.220.7831Analysis
27、Yields Strategy:An example? Highest quality golf balls Most played on PGA tourTitleistTop-Flite Inexpensive golf balls Fly a long wayCustomerPerceptionPrimary Placesof Distribution1. On course golf shops2. Golf specialty stores1. On course golf shops2. Mass merchandisers0.980.95CustomerAwareness You
28、 are Top-Flite Chief Marketing Officer Top-Flite has a new owner that has a history of leadership in golf equipment sales and revenue What is your strategy?32差异化营销战略Marketing Strategy DifferentiationMARKETPENETRATIONMARKETDEVELOPMENTMARKETSOFFERINGSExistingNewExistingNewNEW OFFERINGDEVELOPMENTDIVERS
29、IFICATION33 Marketing strategy is the process of optimally positioning the business Proper analyses of 4Cs reveals the optimal strategy The strategy determines the 4PsRecap34Recap In this course, you will learn To develop a complete marketing strategy that explains how your business will exploit its advantages and why anyone should expect the realization of projected outcomes To communicate the strategy to all those who need to understand it35思考题1. What is the Marketing Strategy?2. What are the 4Ps?3. Draw up the Ansoff Metrix
