部门层面(Division Level):每个部门制定资金分配计划,以支持其下属业务单元的运营。 业务单元层面(Business Unit Level):每个业务单元制定战略计划,以确保其能够盈利并成长。 产品层面(Product Level):每个产品线(或品牌)制定具体的营销计划,以实现其业务目标。 价值传递过程(Value Delivery Process) 价值传递过程分为三...
CHAPTER TWO MARKETING MANAGEMENT: STRATEGY 1 Marketing Management The process of: 1. planning, 2. executing, and 3. controlling marketing activities to attain the marketing goals and objectives effectively and efficiently. Change is constant and therefore the process is a continuous process. 2 What ...
Most large companies consist of four organizational levels: the ___, the division level, the business unit level, and the product level. a. board of director level b. major stakeholder level c. management team level d. corporate level e. strategic level Answer: d Page: 43 Level of difficu...
3) 建立战略业务单元(strategic business unit,SBU) A. 战略业务单元具有三个特征:它是可以与公司其他业务分离的一项单一业务或一组相关业务的集合;它有自己的竞争者;它有负责战略计划和利润绩效的管理者,它们控制着大部分影响利润的因素。 B. 许多大公司管理着一系列不同的业务,每个业务单元都需要自己的战略。战略...
1、学术英语管理,Marketing,2,MarketingMarketingisapowerfulforcethatbuildsstrongglobalbrands.Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory.Inthisunit,wewilllearnaboutmarketingbothintheoryandinpractice.,Unit2Marketing,Lead-inTextATextBTextCResearchingListen 2、ing...
Marketing Management Marketing Management DEVELOPING MARKETING STRATEGIES Characteristics of a Good Marketing Plan Importance of Marketing Planning Strategic Corporate Planning by Top Management Assigning Resources to each Strategic Business Unit The Boston Consulting Group’s Growth-Share Matrix (BCG Matrix) ...
Part1:UnderstandingMarketingManagement 5.Thetraditionalviewofmarketingisthatthefirmmakessomethingandthen___it. markets sells distributes prices services Answer:bPage:36Levelofdifficulty:Easy 6.Today,the“mass-market”isactuallysplinteringintonumerous___,eachwithitsownwants,perceptions,preferences,andbuying...
Unit2Marketing •Lead-in Activity 完整版课件 4 Unit2Marketing Activity Lead-in •Listentoashorttalkandcompletethefollowingsentences.1Thetoprungonthemarketingcareerladderis_c_h_ie__f_m_a_r_k_e_t_in_g__o_f_fi_c_e_r_(_C_M__O_)_.2Youcanprepareyourselftomoveupinmarketingby:a_l_e_...
Marketing Management Understanding Marketing Management Marketing in the Twenty-First Century Building Customer Satisfaction, Value, and Retention Winning Markets: Market-Oriented Strategic Planning Ch.1 Marketing in the Twenty-First Century Ch.1 Marketing in the Twenty-First Century CChh..11 MMaarrkkee...
Unit2Marketing TextBCriticalreadingandthinking Product Twocasesofsuccess P G UnileverThreewaystoachieveproductsuperioritythroughmarketing productdevelopmentfirsttosellinacategory dominatethatmarketremoveunsuccessfulbrands focusinportfoliomanagement Unit2Marketing TextBCriticalreadingandthinking Price Question1 HowdidSam...