tailieunhanh - Lecture Strategic market management: Chapter 1 - David A. Aaker

Chapter 1 - Strategic market management - An introduction and overview. This chapter presents the following content: what is a business strategy? a business strategy, strategic market management, marketing and its role in strategy. | PPT 1- Strategic Market Management By David A. Aaker Vice-Chairman, Prophet Professor Emeritus, University of California at Berkeley Strategic Market Management 7th Edition – David Aaker PPT 1- Chapter One Strategic Market Management--Introduction and Overview Strategic Market Management 7th Edition – David Aaker PPT 1- “Plans are nothing, planning is everything.” - Dwight D. Eisenhower Strategic Market Management 7th Edition – David Aaker PPT 1- “Even if you are on the right track, you’ll get run over if you just sit there.” - Will Rodgers Strategic Market Management 7th Edition – David Aaker PPT 1- “If you don’t know where you are going, you might end up somewhere else.” - Casey Stengel PPT 1- Management Tasks Strategic Analysis Innovation Multiple Business—Strategies and Issues Creating SCAs Developing Growth Platforms PPT 1- What is a Business Strategy? The Product-Market Investment Strategy – where to compete The Customer Value Proposition Assets and . | PPT 1- Strategic Market Management By David A. Aaker Vice-Chairman, Prophet Professor Emeritus, University of California at Berkeley Strategic Market Management 7th Edition – David Aaker PPT 1- Chapter One Strategic Market Management--Introduction and Overview Strategic Market Management 7th Edition – David Aaker PPT 1- “Plans are nothing, planning is everything.” - Dwight D. Eisenhower Strategic Market Management 7th Edition – David Aaker PPT 1- “Even if you are on the right track, you’ll get run over if you just sit there.” - Will Rodgers Strategic Market Management 7th Edition – David Aaker PPT 1- “If you don’t know where you are going, you might end up somewhere else.” - Casey Stengel PPT 1- Management Tasks Strategic Analysis Innovation Multiple Business—Strategies and Issues Creating SCAs Developing Growth Platforms PPT 1- What is a Business Strategy? The Product-Market Investment Strategy – where to compete The Customer Value Proposition Assets and Competencies Functional Strategies and Programs Strategic Market Management 7th Edition – David Aaker PPT 1- A Business Strategy Where to Compete The product-market investment decision How to Compete Value Assets & Function area proposition competencies strategies and programs Figure A Business Strategy – Figure Page 5 Strategic Market Management 7th Edition – David Aaker PPT 1- The Product-Market Investment Strategy Invest to grow (or enter a product market) Invest only to maintain the existing position Milk the business by minimizing investment Recover as many of the assets as possible by liquidating or divesting the business Strategic Market Management 7th Edition – David Aaker PPT 1- Product-Market Growth Directions Market Penetration Product Expansion Diversification Market Expansion Present Markets New Products Present Products New Markets Figure PPT 1- The Customer Value Proposition Perceived benefit to customer: Functional Emotional Social .

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Market analysis
• Submarket analysis
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Strong brand relationship
• The customer’s sweet spot
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Creating new businesses
• Managing category perceptions
• Global strategies
• The business portfolio
• Strategy structure