内容发布更新时间 : 2024/5/18 10:22:44星期一 下面是文章的全部内容请认真阅读。
the party's fine style, carry forward the traditional Chinese virtues, practicing the Socialist core values, vigorously carry forward the spirit of Jiao Yulu, Hongqi Canal spirit and spirit of persistence, honesty in politics, strict statesman, stick to the spiritual heights of the Communists. Four to devotion, as, do play a role in qualifying. Official Communist duty. To fulfill the party's purpose, maintain for the people themselves, and dedication, devotion, maintain pioneer, pioneering and enterprising spirit, active at the well-off extra practice, make contributions. The incentive function of party organizations at all levels should give full play to advanced models, establish a representative, advanced and typical of the times, and guide the broad masses of party members to emulate. In honor of the 95 anniversary of founding as an opportunity to award in recognition of a number of outstanding party members ' advanced grass-roots party organizations, outstanding party workers, and put the pioneer trees. Third, the \change into. Learning to teachEducation in order to solve the problem, if it does not solve the problem, it will form, goes through the motions. To strengthen the consciousness of problems and insisted on problem-oriented, problem-solving learning education for traction, truly deep investigation into change, modification. A checked swing. Learning education programme for party-building in our city actually proposed to focus on solution of fuzzy ideals and beliefs waver, consciousness, purpose of the party weak sense, honesty and self-discipline awareness is not strong, depressed, six issues of ethical misconduct study contents specific programmes for all party members and leading cadres above the county level shall focus on further refinement to the problems. Specific to every party member and every cadre, also requires a combination of actual and controlled, focused and really put yourself in, people see things, see, with their own specific problems to learn Constitution Party rules, series, address, so precision to find the problem, laying a solid foundation for further corrective action. B to make change. For check put of problem, through established rectification Taiwan account, and take special supervision, and on account PIN,, approach, insisted do side learn side modified, and that know that modified, while focused on put \n a do\ducation rectification with grasp party of mass line education practice activities and \e real\ducation problem rectification combined up, consolidation expanded has made of rectification results, strongly corrected \endless corrected \nd\on masses side of abuses, ensure work advance more powerful, and problem solution more completely. Third, we must consolidate our achievements. For more public, some party members who focus on the outstanding issues, combining concentrated [案例一] 不要小看“入乡随俗”的重要性
商海沉浮，事事难料。1973年9月，香港市场的肯德基公司突然宣布多间家乡鸡快餐店停业，只剩下四间还在勉强支持。到1975年2月，首批进入香港的美国肯德基连锁店集团全军覆没。
为了取得肯德基家乡鸡首次在香港推出的成功，肯德基公司配合了声势浩大的宣传攻势，在新闻媒体上大做广告，采用该公司的世界性宣传口号“好味到舔手指”。
凭着广告攻势和新鲜劲儿，肯德基家乡鸡还是火红了一阵子，很多人都乐于一试，一时间也门庭若市。可惜好景不长，3个月后，就“门前冷落鞍马稀”了。
在世界各地拥有数千家连锁店的肯德基为什么惟独在香港遭受如此厄运呢？经过认真总结经验教训，发现是中国人固有的文化观念决定了肯德基的惨败。
首先，在世界其他地方行得通的广告词“好味到舔手指”在中国人的观念里不容易被接受。舔手指被视为肮脏的行为，味道再好也不会去舔手指。人们甚至对这种广告起了反感。
其次，家乡鸡的味道和价格不容易被接受。鸡是采用当地鸡种，但其喂养方式仍是美国式的。用鱼肉喂养出来的鸡破坏了中国鸡的特有口味。另外家乡鸡的价格对于一般市民来说还有点承受不了，因而抑制了需求量。
此外，美国式服务难以吸引回头客。在美国，顾客一般是驾车到快餐店，买了食物回家吃。因此，在店内是通常不设座的。而中国人通常喜欢一群人或三三俩俩在店内边吃边聊，不设座位的服务方式难寻回头客。
10年后，肯德基带着对中国文化的一定了解卷土重来，并大幅度调整了营销策略。广告宣传方面低调，市场定价符合当地消费，市场定位于16岁至39岁之间的人。1986年，肯德基家乡鸡新老分店的总数在香港为716家，占世界各地分店总数的十分之一强，成为香港快餐业中，与麦当劳、汉堡包皇、必胜客薄饼并称四大快餐连锁店。 [案例分析]
1. 肯德基公司70年代为什么会在香港全军覆没？80年代该公司为什么又能取得辉煌的成绩？
[简要评析]
企业的经营管理活动并非企业自身独立的活动，必然与周围环境发生各种各样的联系，各种环境的变化决定或影响着企业的经营管理。企业必须关注、监测和预测其周围市场营销环境的发展变化，并善于分析和识别由于环境变化而造成的主要市场机会和威胁，及时采取适当的措施和对策，使其经营管理与市场营销环境的发展变化相适应。
本案例中，肯德基公司在70年代因为忽视了香港的社会文化环境，忽视了中国人固有的文化观念，忽视了中国人的消费习惯和购买行为特点，导致其产品在香港市场全军覆没。
80年代，肯德基公司总结上次开拓市场的经验，吸取上次的失败教训，着重了对市场营销环境的研究，采取了富有针对性的营销策略，因此取得了辉煌的成绩。
肯德基在香港市场上的沉浮记深刻地说明了：市场犹如一匹烈马，只有了解它才能更好地驾驭它。
[案例二] 忽视市场营销环境的失误
彭尼公司是美国大型零售商店之一，成立于1902年。8年以后，它发展成为遍布美国西部各州的26家连锁商店。在以后的30年间，它的发展极为迅速，到1940年已经拥有1585
ectification and strengthening the management of daily education, the spirit of reform short of the complete system, pay close attention to system implementation, really make the party organization and party member education and strict management, solid. Finally, the \ead, be sure to promote efficiency. \o\ducation educational, not working with the Centre two, must stick around the Center, serving the overall situation, coordinate, truly result-oriented and promote efficiency. Current and future a period, to tightly around coordination advance \nning full built society this a central and work overall, put carried out learning education as promoted work of important opportunities and powerful power, guide General members cadres insisted development first priority, active adapted economic development new normal, consciously practice line five big development concept, effective grasp supply side structural reform, to guarantees and improved livelihood, construction more high ecological vitality happiness of city. Last year, we carry out \-three\ctivities as a \e-three\cial education important, find education and effective platform to facilitate the combination of work. Reference this a good practices, provincial, and municipal decided in \o learn a do\ning education in the carried out \ck five promoting\County District units to insisted put \do\ning education and \ck five promoting\c fusion, and common advance, do one plan layout, and one organization implementation, put carried out \n a do\on, and \promoting\party work evaluation of importantContent, as an important aspect of mutual evaluation on party members, testing as an important basis for leading bodies and leading cadres ' performance and guide the broad masses of party members and cadres to study education opens up to the main economic and social development. At present, the overall smooth economic operation in our city, but downward pressure is still high, faced a number of challenges and tests. Meanwhile, coincides with the city, County and township party committees this year general election year, how to really choose loyal, clean and serves as a good cadre, iron discipline of General Feng Qing Qi, Qi, Qi Shun, swapped out Powerful good situation, is a real test for all of us. General work on %udy the effect of education inspection, if the true series of party rules and Constitution speaks well and truly become a qualified party member, naturally we can deal with advance and retreat left turn treatment, proper organizational arrangements and selection, proper treatment of personal interests. o put carried out \arn a do\ng education with do reform development stable the work combined up, and seriously do Center work, and daily and job combined up, and guarantees improved livelihood, and promote social harmony combined up, and completed the task combinethe party's fine style, carry forward the traditional Chinese virtues, practicing the Socialist core values, vigorously carry forward the spirit of Jiao Yulu, Hongqi Canal spirit and spirit of persistence, honesty in politics, strict statesman, stick to the spiritual heights of the Communists. Four to devotion, as, do play a role in qualifying. Official Communist duty. To fulfill the party's purpose, maintain for the people themselves, and dedication, devotion, maintain pioneer, pioneering and enterprising spirit, active at the well-off extra practice, make contributions. The incentive function of party organizations at all levels should give full play to advanced models, establish a representative, advanced and typical of the times, and guide the broad masses of party members to emulate. In honor of the 95 anniversary of founding as an opportunity to award in recognition of a number of outstanding party members ' advanced grass-roots party organizations, outstanding party workers, and put the pioneer trees. Third, the \nto. Learning to teachEducation in order to solve the problem, if it does not solve the problem, it will form, goes through the motions. To strengthen the consciousness of problems and insisted on problem-oriented, problem-solving learning education for traction, truly deep investigation into change, modification. A checked swing. Learning education programme for party-building in our city actually proposed to focus on solution of fuzzy ideals and beliefs waver, consciousness, purpose of the party weak sense, honesty and self-discipline awareness is not strong, depressed, six issues of ethical misconduct study contents specific programmes for all party members and leading cadres above the county level shall focus on further refinement to the problems. Specific to every party member and every cadre, also requires a combination of actual and controlled, focused and really put yourself in, people see things, see, with their own specific problems to learn Constitution Party rules, series, address, so precision to find the problem, laying a solid foundation for further corrective action. B to make change. For check put of problem, through established rectification Taiwan account, and take special supervision, and on account PIN,, approach, insisted do side learn side modified, and that know that modified, while focused on put \n a do\ducation rectification with grasp party of mass line education practice activities and \e real\ducation problem rectification combined up, consolidation expanded has made of rectification results, strongly corrected \endless corrected \nd\on masses side of abuses, ensure work advance more powerful, and problem solution more completely. Third, we must consolidate our achievements. For more public, some party members who focus on the outstanding issues, combining concentrated《市场营销学》教案
家商店。
彭尼公司的巨大成功，来自于它的经营特色：（1）只限于在小城镇开店，大多在密西西比州的西部。在这样的小镇上，彭尼公司的经理工资最高、地位显赫，被尊为当地人的朋友，他们的商店也受到了爱屋及乌的礼遇。（2）现金交易。彭尼公司极力提供最优质的商品，而且尽可能把价格压到最低限度，这样一来顾客乐于付款，也乐于自己把商品带回家中。由于商店坚持以货真价实为宗旨，不搞门面装饰，因而管理费用极低，在售价低的情况下，也有利可图。（3）销售品种有限。彭尼公司的商店大多分布在小城镇，销售产品主要限于服装和家具，这样一来质量更容易获得保证。
二战后，彭尼公司恪守的经营原则受到了严重的挑战，市场占有率不断下降。而同期，另一家大型连锁店西尔斯的市场占有率却在不断上升。什么原因导致二战后彭尼公司的滑坡呢?
主要是市场营销环境发生了变化，而公司仍抱着传统的经营观念、经营方式不变。 1．顾客需求呈现多样化。由于战后人们生活水平的提高，消费结构的变化，消费需求日渐丰富，呈现多样化的特征。而彭尼公司的经营品种只限于服装和家具，不能满足人们的购物需要。
2．服务形式多样化。由于买方市场的形成，消费者对服务水平的要求越来越高。不仅要求有漂亮的装璜，舒适的购物环境，还要求有赊销、送货上门等服务。而彭尼公司仍坚持现金交易和顾客自己拿货。
3．企业形象日趋重要。由于竞争的加剧，企业定位、企业形象对于吸引消费者起着越来越大的作用。彭尼公司的商店遍布小城镇，在大都市踪影全无，无疑极大地影响了它的发展，难以与代表高效率、大规模的西尔斯公司相比。
50年代，彭尼公司的推销员威廉·巴顿给董事会写了一份备忘录，批评公司那种面对已变化了的市场环境，不作任何反应的顽固、保守的作法。该备忘录引起了公司的极大关注并开始着手改革：（1）赊销。1958年9月,彭尼公司开始进行赊销的可行性试金，到1962年，彭尼公司的所有商店都提供赊销服务，赊销的比重1964年占28%、1966年占35%、1973年达到38%。（2）经营品种多样化。除了经营传统的非耐用品之外，开始仿照西尔斯公司也经营家电、家具、汽车等耐用品。（3）向大都市扩展。由于舍不得离开小城镇，公司的发展受到了阻碍，竞争力受到影响，因此公司决定向大都市扩展，树立现代企业形象。（4）开展市场营销环境研究。在备忘录出现以前，公司对市场营销环境研究还十分生疏。但它的出现剌激了公司，使公司认识到必须对所赋予的环境、机会和市场需求进行全面、彻底地研究，以督促公司管理人员对消费者的需求和偏好作出评价，对竞争对手的变化作出反应。 [案例分析]
1．为什么彭尼公司市场占有率不断下降? 他们采取了什么措施? 2．应当怎样理解市场营销环境的变化? [简要评析]
ectification and strengthening the management of daily education, the spirit of reform short of the complete system, pay close attention to system implementation, really make the party organization and party member education and strict management, solid. Finally, the \d, be sure to promote efficiency. \on, not on education educational, not working with the Centre two, must stick around the Center, serving the overall situation, coordinate, truly result-oriented and promote efficiency. Current and future a period, to tightly around coordination advance \ng full built society this a central and work overall, put carried out learning education as promoted work of important opportunities and powerful power, guide General members cadres insisted development first priority, active adapted economic development new normal, consciously practice line five big development concept, effective grasp supply side structural reform, to guarantees and improved livelihood, construction more high ecological vitality happiness of city. Last year, we carry out \hree\s a \hree\ducation important, find education and effective platform to facilitate the combination of work. Reference this a good practices, provincial, and municipal decided in \n a do\ducation in the carried out \oting%units to insisted put \do\ng education and \ck five promoting\c fusion, and common advance, do one plan layout, and one organization implementation, put carried out \n a do\ck five promoting\ork evaluation of importantContent, as an important aspect of mutual evaluation on party members, testing as an important basis for leading bodies and leading cadres ' performance and guide the broad masses of party members and cadres to study education opens up to the main economic and social development. At present, the overall smooth economic operation in our city, but downward pressure is still high, faced a number of challenges and tests. Meanwhile, coincides with the city, County and township party committees this year general election year, how to really choose loyal, clean and serves as a good cadre, iron discipline of General Feng Qing Qi, Qi, Qi Shun, swapped out Powerful good situation, is a real test for all of us. General work on %udy the effect of education inspection, if the true series of party rules and Constitution speaks well and truly become a qualified party member, naturally we can deal with advance and retreat left turn treatment, proper organizational arrangements and selection, proper treatment of personal interests. o put carried out \n a do\ning education with do reform development stable the work combined up, and seriously do Center work, and daily and job combined up, and guarantees improved livelihood, and promote social harmony combined up, and completed the task combine荆州职业技术学院