战略、战略变化与财务效果（推荐PDF227）

9AEnsure9~10Ensure68BettyWardLesEnsure5BoostReSourcesNutri-NeedEnsureAbbottRoss92218Ensure80%Ross20Ensure80RossHIVAdveraPediasureRossEnsureEnsure222Ross19.19.292239.3/22429-1/(1)/(2)/(3)9225/(4)//6(5)///(226/)/92279-1/////ROI/()228////AdaptedfromBoyd,HarperW.,Walker,OrvilleC.,andLarreche,Jean-Claude.MarketingManagement.Chicago,IL:Irwin,1995,p.28.9.492299.4.1//9-2FordMotorModelTHenryFord9-2/Ford20HondaBMW2301925FordMotor1997FordMotor1997RollsRoyecModelTModelTModelTTaurusMustangContourWindstarRollsRoyceExplorerProbeThunderbirdCrownVictoriaF150PickupModelTModelTModelTModelTModelTModelTMercedes-BenzAcuraToyotaNissanGM40003TandemJailsafe9231FordProcter&GambleVolkswagenVolkswagenBeetleR2329.4.29-39-39-31.2.1.2.3.9233()1.2.1.2.AdaptedfromKotler,Philip.MarketingManagement:Analysis,Planning,andControl,FourthEdition,EnglewoodCliffs,NJ:Prentice-Hall,Inc.,1980,pp.273-285.2344Rent-A-Wreck92359.4.3AcuraLexusInfinitiMercedesBMW9-152369-1SaturnGeneralMotorsHonda’sAccordNissanMaxima9.59237LexusAcuraJaguarInfinitiMercedesBMWSaturnHondaAccordNissanMaxima122389-292392409.6101.2.3.1.2.3.92414.5.6.9-13782429243101024580VarianAssociatesVarianVarian4292Variantotalqualitymanagement,TQMVarian246returnonquality,ROQROQDeming110.110.21024710.35024850ChevroletOldsmobilesOldsmobilesChevroletOldsmobilesOldsmobilesOldsmobilesGMOldsmobilesOldsmobilesRocket88OldsmobilesGM10249451000025010.49-310251(1)(2)(3)(4)(5)2522(1)(2)CorumNieman-MarcusTimexWal-Mart(3)TheAppleNewtonPersonalDigitalAssistant(PDA)(4)10253(5)CaressNeutragena(6)Avis2541025510.510-110-1••••••••••••()••••AdaptedfromHunt,V.Daniel.QualityinAmerica,Homewood,IL:BusinessOneIrwin,1992.p.76.3(1)256(2)100(3)(4)••(5)102574••••••258•10.6809010-210-2Zeithaml,ValarieA.,Parasuraman,A.,andBerry,LeonardL.DeliveringQualityService;BalancingCustomerPerceptionsandExpectations,NewYork:FreePress,1990,P26.10259(1)(2)(3)(4)10.7(1)(2)260(3)(4)510.810261(1)(2)(3)(4)(5)(6)26210.8.1Capital-EMIMusicTheWitchesofEastwickTurandotbyPucciniTheMoviesGototheOpera7500071026310.8.2()()()ROI12(hurdlerate)10.8.326410.8.410265CorningGlassWorksPyrex-brandCorning100010.8.5266PepsiA.M.Pepsi13PepsiA.M.1026710.8.6Borden26810.91026910.10270DallasCowboysProcter&Gamble••••FordMotorChevrolet1027110.11272NissanMotors()DatsunDatsunaoDotsunKleenex()SearCraftsmanKleenexCraftsman(Heinz)57Procter&GambleCheerTideDashCrestGleem10273GeneralElectricGeneralElectricPillsbury274Sears,A&PJ.C.Penney25%35%10.12RapidShave10275ChiquitaProcter&Gamble27610.13102772781.2.3.4.A.B.a.a.a.b.b.b.c.c.c.C.()a.a.b.b.c.c.D.a.b.c.10279d.e.f.5.6.7.2808.________________________________________________________________________________________________________________102811111283209080ConsumerNetworkMonaDoyleWal-MartStoresHomeDepotCUC28411285NewYorkconsultantTacticalRetailSolutionsIsaacLagnadobigboxcategorykiller111.150%(1)(2)(3)228611.211287330SearsJ.C.PenneyMontgomeryWardA&PSafewayWeinerBrown41/3288WeinerBrown••••••DanielYankelovich1128911.3H&RBlockTaxService2901129111-1(1)(2)(3)(4)11-1MMMMMMWWRRDDCCCCCCAvon292Electrolux()1129311.4294()()AnArthurAnderson51129535011.5296Chevrolet201129711.611.6.1/2981./2.3.112994.5.11.6.2(30011.711301FOB(1)(2)11.830211303Timex1.3042.()3.4.5.A.B.C.D.6a.A______________________________________________________________________B______________________________________________________________________6b.7.______________________________________________________________________________8.__________________________A.B.9.11305A.B.C.30612308OshKoshB’GoshOshKoshOshKoshNikeSpeedoLevi’sFitchKateA.Murphy‘?’12309‘’OshKoshOshKosh809012.112-131012-11231112.231212.312313Xerox314105100020.00212512512.41231512-112-119865000~20000301800~35003161986100035~150“”100~2003000~10000“”30~604000~5000GoodyearFujiMetropolitanLifeMetLife21231712-212-3318312-2KROCKLAZKJAZKOUN13~2540+35~5518+756075607:30~8:0012515011015010000200009000160000.01250.00750.01220.00841231932012-33534304650%60%75%50%40%25%1414161040%70%30%60%30%70%70%60%90%30%40%10%78%60%35%1.71.8238000400002600021.5276000600005200063560004000380010000.790.670.7312.51232112-412-41.2.3.4.5.6.12-532212-5AdaptedfromStewart,DavidW.“AdvertisinginaSlowGrowthEconomy,”AmericanDemographics,September1994,pp.40-46.1232312.612-612-6324()(1)XX(2)(3)12.6.11232512.6.211116120651412032610000050002012.6.31232732812.6.41232933012.7Macy12-712-712.8CitiesServiceCitgo12331Exxon12.950%(1)(2)(3)(4)(5)3321233312.103341.2.3.4.5.______________________________12335________________________________________________________________________________________1.________________________2.________________________3.________________________4.______________________________________________1.2.3363.4.___________________________________________________________________________123371._______________________________________2.______________________________________________________________________________3._______________________________________1._______________________________________2._______________________________________3.A.___________________________