搜索
1Marriott1927J.WillardMarriottMarriottWillardBillBillMarriottMarriott206070Marriott80MarriottHolidayInn13QualityInnBillCourtyardbyMarriottMarriottBillMarriott700Marriott11.141.2(marketsegments)151.31-16171-11.481.4.18090250•••2191.4.2101.4.3(1)SWOT(2)(3)111(4)1.4.4,1.5(1)(2)12(3)(4)1.5.1(1)113(2)(3)(4)1.5.2(1)(2)StrategicBusinessUnit,SBU(3)(operatingmarketingplan)1-2SBUSBU/141-21-2SBUSBU/1.611516117(1)(2)(3)(4)(1)(2)(3)(4)(managementbyobjectives,MBO)MBOFrigidaire18Frigidaire1.71-31-3(1)A.B.C.D.(2)A.B.C.119()(3).A.B.C.(4).A.B.1.81.8.1201.8.21.8.31.9121234789141516171.1-12.223.SBU/4.()1232,22512.1262.2rucker2?Drucker3?227?Colowyo28ColowyoColowyoColowyoColowyoColowyoColowyoColowyo42292.353030YXZ()231TreacyWiersema(TheDisciplineofMarketleaders)62-12-1“”HowMarketLeadersKeepTheirEdge”.Fortune,February6.1995,pp,88-98.322-1EliLillyEliLillyDarvon2332-1EliLilly80%DarvocetDarvonDarvonDarvonEliLillyEliLillyDarvocetDarvonDarvocetDarvon30%DarvonEliLillyDarvonDarvonEliLillyDarvocet34()2.4(organizing)(organization)7(1)(2)(3)823592.5362-22-3102-42372-22-32-42-4382392-51140241()2.642DowKodak2431244(2-2)???2452-2WDDGSC:DSN:SCEVVPDWDEVNNGSGSWDCNNNCWDWDCGSEVEVWDNGSEVWDWDGSWDNNNNGSSCWDEVGSDSSCWDEVNGSNNWDNGSNNWDAdaptedfromTinsleyJr.,GeorgeM.“ASimplifiedApproachtoChartingSalesFunctions,”SalesManagement,November18,1960,p.79.2.746132.8()3247481.2.?3.(2-1)3NationalCityCorp15010DavidDaberko50NationalCityCorp.80DaberkoDaberko50NationalCityCorpSanRafaelFair,Isaac&Co.SallyTaylorShoff.NationalCity3517000100061!3.13.2199495”252?AmericanExpress(1)353(2)(3)(4)(5)54PhilipMorris2600BlockbusterDiscoveryZone()355JacksonWang3151515(1)(2)(3)(4)(5)(6)(7)(8)(9)(10)(11)(12)(13)(14)(15)563.343.4357(1)(2)A100000B50000AAB5000058(1)(2)(3)(4)3-13-13.4.120103593.4.2()()()81060?3.4.33613.4.43.5(1)(2)623633.6(1)(2)(3)a.b.c.d.e.f.(4)(5)(6)64(1)(2)(3)3.6.1365(1)(2)?66()()?3673.6.268/(1)250000(2)/(3)(4)/?(5)/?(6)??3.6.31.3692.70()3.371/()()4.?60%7260%5.373RothmanPallMall56.743.6.43753.74763771.2.?3.?4.?1..C.2.?A.?B.?C.?78D.?E.F.3794EmmettMitchellParadiseValleyoutsourcing483WorldTechnologySystemsWorldTechnologyKentEllsbreeJetExpress14.1844.2/37129%17%12%23485???••86••••4-1?4-168748794-11.2.81013.4.5.6.676%30007.1.038.12150%909.25510.20001960511.12.13.14.(823)8844.3///54-1//489////4-24-21981~1996/1981~198219831984Commodore64-64KAtari800xl-64KAppleC-128K6003001200904-1/()1981~198219831984Atari400-64KColecoAdam-80KIBMPCJr-128K5007001000Timex1000-2KCommodore64-64K100700198519861991LeadingEdgeD-256KZenithZ-148-256KIBMCompactTurbo15001800XT-640KRAMTandy1000-256K20MB1750AppleE-128K14150060019921994919964386SX-16HX1MBGateway2000Intel100MHZPentiumRAM1500164940MB33MHZ486SX64-BitPCI3.54MBRAM8MBEDDRAM14VGA340MB1.2Gigabyte1MB3.51.44MBDOSCD-ROM4XCDROM68816Bit16-Bit2400/9600DataFax/28.8bpsFax/Voice3.510414SVGA15101Windows95MS-DOS6.2WFW3.11Quicken96+MS1Encarta,BaseballMoney,Golf491//4.3.1••••64-34-3/1.2.3.4.92()5.6.7.8.9./10.4.3.2(1)(2)493(3)2312%944.3.3(keysuccessfactor,KSF)()495PhilipMorrisP&G•••••(50%)•••96•••7//8/4974.4(1)(2)4.4.14-44-4//(%)194109312191842.3289323502227232.4394468572227932.34110080162384392.1984994.4.24-54-51280634606279014860016699238700587316280054601625681582083965347288340463722125290063985651265463169158328500758588472085952819701106114272833287835277830267616100()()()80/2080/2020%80%4-552%87%410125%13%94.5(1)(2)(3)1024-64-61997100.0%72.0%28.0%:5.5%0.90.55.60.513.0%:4.9%0.80.80.641030.30.17.5%20.5%7.5%0.5%7.0%4.5.14-7?1044-73120003120001200001200001332024002040156012001200420072012000012000030000300001080001920084008400720016800480001692018003840420023042256252013500204096027603000126012602220702096016201620102010207809240960600264026404801920600456042096060078096066018075456045702015732020820218401442428116550204.5.24-84-94105()4-74-84-9(fullcostapproach)(contributionmarginapproach)4-8()(1)(2)(3)30000100001064-83600000120000060000018000002520000880000440000120000010800003200001600006000004570201325368226424222015732056635235987708720820791252057703218408955567872071442444722596735628116899778731124655020187078803275107545502382141360173803293254408178623983219671(4-9)41074-9:360000012000006000001800000252000088000044000012000001080000320000160000600000370186107354666341961989911233698138765153883282748208234987862235919653538764528289943823101123037182252635032551520248737326385857674516797672627336142108()():86834552081249213978677917994550202513053254404.6////41091.1102./(4-1)41111123./?4./?5.?6./ABCDa.b.c.d.7./ABC41135RaySchultzHertzHertzRayRayHertzRayRaySchultzHertzHertzAvisBudgetRentaCarNationalCarRentalSystemVIPSchultzPromusHotelCEOHertz5115WilliamJ.CallaghanCampbellSoupHertz50VIP50VIPBobBriggsSalesforNationalVIPClarkJohnsonPierIImports1982Hertz80/2080%20%JohnsonHertzHertz116JohnsonPromusSchultzHertzPromusEmbassySuites,HamptonInnsHomewoodSuitesVIPSchultzVIP15.1//51175.21185119121202/51211.Sears122McKidsSearsMcKidsSearsMcDonaldsMcKidsMcKids32.Donnelley’sCluslerPlusClaritas’sPRIZMCACI’sACORN4051234043.1244.5.5-151255-11.352.353.35a.b.c.4.35~64a.b.