销售--管理有利润的客户关系2(ppt 19页)（英文版）

销售--管理有利润的客户关系2内容提要:
Objectives
Be able to describe the marketing process and the forces that influence it.
Learn the marketing management functions, including the elements of the marketing plan.
Case Study
Known for films, animation, theme parks and customer orientation
Parks offer a variety of attractions as well as cleanliness, order, and warmth
Satisfying the customer is everyone’s job
Disney has grown via diversification
Sales and net income have fallen
Strategic Planning
Strategic planning is defined as:
“The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”
Strategic Planning
Planning activities occur at the business unit, product, and market levels, and include:
Defining the purpose and mission
Setting objectives and goals
Designing the business portfolio
Developing detailed marketing and departmental plans
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