個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
The Market
內容大綱
Corporate strategy is vital for all organizations; however, the vast majority of employees are unaware of or do not understand their company strategy. Business leaders, on the other hand, are increasingly recognizing the need to bridge the gap between marketing and their corporate strategy in order to succeed. Rather than providing a map for creating a strategy, this text offers easily implemented tools to connect all aspects of an organization's marketing program to its business strategy, which will then help communicate the company's strategy both internally and externally. Guidance is given on how to make sense of all the reams of data available in this day and age. Written particularly for marketers, this book provides practical help in addressing everyday challenges as well as a comprehensive overview connecting high-level business strategy with individual tactics, such as social media, news articles, and ads. Chapter 3 explores the need to define how a company fits in the industry landscape and to know the customer's place in the industry structure; these are vital steps in developing effective marketing communications. It is also essential for a company to know exactly who they're selling to; the same product can benefit different people in different ways. Some types of industry organization are described, including the direct model, the distribution model, and tiered structures. Building out from the consumer, a tiered structure typically has four levels: original equipment manufacturers, module/systems companies, component suppliers, and component makers. All of these structures aim to give their company a competitive advantage. Structure matters to marketing because the customer's place in the industry structure affects the importance of particular benefits, such as quality, price, or durability.