第三章 战略计划 与市场营销管理
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Transcript of 第三章 战略计划 与市场营销管理
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Vision199020001250 501950
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50RJR
60
70
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2040
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801995
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Mission,
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.
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Goal
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()
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9810163M10%10%20%-25%27%27%30%
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Strategic Business Units SBUs
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SBUs
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Market Growth Rate Relative Market Share
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BCGStars Question marks ?
Cash cow Dogs65432178%2010010x 1.0x 0.1xHold/ HarvestBuildBuild/ Harvest/Divest*Divest/ Harvest
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Market attractiveBusiness strength
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GE /
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Intensive Growth
Market-penetrationProduct-developmentMarket-developmentDiversification
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Integrative Growth
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Diversification Growth
Concentric diversificationHorizontal diversificationConglomeratediversification
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\
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Marketing mixProductPricePlacePromotion
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1234
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1.2.3.
1. ...1995220007
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1/2R&D34
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199210M-64011992M-64032.81.63500500%1993183.64600
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1870212199421600040002019964000 [] 1 2 3
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[] [] 4000