Chapter 1 Overview of Marketing Strategy
Section 1 Connotation and Characteristics of Marketing Strategy
The importance of marketing strategy in the second quarter
Section III Classification of Marketing Strategies
Review thinking questions
Case knowledge: marketing strategy innovation in 2 1 century
Chapter II Marketing Strategy Process
Section 1 Levels of Enterprise Strategy
Section 2 Marketing Strategy Process
Section 3 Marketing Strategy Manager
Review thinking questions
Case knowledge: Motorola's marketing strategy
Chapter III Elements of Marketing Strategy
Section 1 Mission of the Company
Section II Enterprise Objectives
Section III Scope of Business
Section IV Resource Allocation
Section 5 Competitive Advantage
Section 6 Synergy
Review thinking questions
Case knowledge: Ford's marketing strategy elements
The second quarter marketing strategy analysis
Chapter 4 Marketing Strategy and Technical Analysis
The first section SWOT analysis
Section 2 Analysis of Industrial Structure
Section 3 Value Chain Analysis Methods
The fourth quarter Boston matrix
Section 5 Other Marketing Strategy Analysis Techniques
Review thinking questions
Case knowledge: SWOT analysis-the road to success of Southwest Airlines
Chapter V Analysis of Marketing Strategic Environment
Section 1 Environmental Analysis of Marketing Strategy
The second quarter competitor marketing strategy analysis
Section III Stakeholders' Analysis of Marketing Strategies
Review thinking questions
Case knowledge: Analysis of the marketing environment of the third-party payment enterprises in China.
Chapter VI Analysis of Marketing Resources
Section 1 Overview of Marketing Resources
Section 2 Composition of Marketing Resources
Section 3 Analysis of Marketing Resources
Review thinking questions
Case knowledge: diagnosis of marketing ability of L company based on balanced scorecard
The third chapter is the choice of marketing strategy.
Chapter VII Marketing Strategy Selection Based on Goal Orientation
Section 1 Basic Paradigm of Enterprise Competitive Target Strategy
In the second quarter, the strategic choice of cost leading orientation
Section III Strategic Choice of Differentiated Positioning
The fourth part focuses on the strategic choice of centralized guidance.
Review thinking questions
Case Knowledge: Wal-Mart's Success —— Cost Leadership Strategy
Chapter VIII Marketing Strategy Selection Based on Marketing Combination
Section 1 Marketing Strategy Selection Based on Product Factors
Section II Marketing Strategy Selection Based on Price Factors
Section III Marketing Strategy Selection Based on Channel Factors
Section IV Marketing Strategy Selection Based on Promotion Factors
Review thinking questions
Case knowledge: Ropong's marketing mix strategy
……
Section IV Implementation of Marketing Strategy
refer to