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1、 Pathfinder-Marketing Knowledge SeminarWhy Brand?The art of marketing is largely the art of brand building.When something is not a brand,it will be probably be viewed as a commodity.Then price is what counts.Philip KolterAbout BrandBrand not only the name,icon or logo,but also inner meaning nmeaning
2、nappearancenlinkagenexpectationnexperiencenParmalat light milk.0%of fat.Now with Auto transmission.JEEP CHEROKEE 2.8 CDRAxe Effect.Look,the new Audi RS1What Is Marketing?nThe whole period from products to profit nThe bridge between enterprise and customer Enterprise ACommodity aFactoryChannelMarketE
3、nd-usersWarehouseCommodity aSales outletBrand ahomeBrand aCash flowMarketingFour P Strategiesn1.Product Strategyn2.Place Strategyn3.Price Strategyn4.Promotion StrategynPositioning(Volvo,Haagen-Dazs)nPeople(the team)Aimed at aChanging,Changeable,and Reacting Target MarketIn aChanging,Changeable,and R
4、eactingn Competitiven Economicn Technologicaln Social-Culturaln Political-Legal EnvironmentUnfortunately(?)nEvery one could comment,however,no one could meet everyones demandThe power of channel-about distributionnDistribution channel(customer)nNational distributorsLocal dealers/provincial distribut
5、orsretailersnThe end-users(customer)nThe bridge between enterprise and customersThe purchasing process:Recognition of need(tangible demanding,product value)Search for alternativesEvaluation of alternativesDecisionPlace the ordernCo-ordinate key marketing and sales activities,ask n does the channel h
6、ave stock before promotion starts,n have the salesgirl and promoter equipped with product knowledge/sales tools,n is POS/gift ready in placen are the shops/promoters/LA well informed nwhen is the critical action dates,dose it crash it any holidays or big eventsn who need to be involved(central team,
7、distributor,dealers,LA,promoters,ect.)n who responsible for what nThe reporting milestonenB 1 get 1 promotion takes at least 3 weeks for gift sourcing and delivery,POS design and printing,media bookingDevelop a Logical Action CalendarAccess against your objectivesnSales VS forecast(achievement%)nMar
8、ket share increase%nNo.of channel participating,Numerical distribution%increase nPOS coverage nPromoter sell outnOut of stock reportnROI,Cost/unit soldUse of researchAwareness levelEvaluate and Learn from Your ResultDo Not Miss Operator OpportunitiesnOperator handset bundling business is uncertain b
9、ut is increasingnOperators demand total product+service solution,work with key accountsnEstablish and own relationship with provincial CMCCnConstant update(product presentation/newsletter)nCapitalize on distributors relationship,get contact and informationnTest/sample phonesnProvide product+service
10、solution nProactive to identify business opportunitiesShare Your Experience nShare your activities resources and result with other regionsnTo save preparation timenTo save cost for volume purchasenTo learn,adapt and use in your regionsnWhat can be shared:nRoadshow plan&scriptnGift/special POS sourci
11、ng nLocal PR activitiesnJoint promotion partners contact and mechanismsnPromoters training materials nSuccessful casesnComplaints and crisisnHow to sharenSend to&co-ordinate by regional MKT headnUpload report and photos in the public serverLets make it happen!1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Monday,Ma
12、rch 27,20232、阅读一切好书如同和过去最杰出的人谈话。17:33:2517:33:2517:333/27/2023 5:33:25 PM3、越是没有本领的就越加自命不凡。3月-2317:33:2517:33Mar-2327-Mar-234、越是无能的人,越喜欢挑剔别人的错儿。17:33:2517:33:2517:33Monday,March 27,20235、知人者智,自知者明。胜人者有力,自胜者强。3月-233月-2317:33:2517:33:25March 27,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。27 三月 20235:33:25 下午17:33:25
13、3月-237、最具挑战性的挑战莫过于提升自我。三月 235:33 下午3月-2317:33March 27,20238、业余生活要有意义,不要越轨。2023/3/27 17:33:2517:33:2527 March 20239、一个人即使已登上顶峰,也仍要自强不息。5:33:25 下午5:33 下午17:33:253月-2310、你要做多大的事情,就该承受多大的压力。3/27/2023 5:33:25 PM17:33:2527-3月-2311、自己要先看得起自己,别人才会看得起你。3/27/2023 5:33 PM3/27/2023 5:33 PM3月-233月-2312、这一秒不放弃,下一秒就会有希望。27-Mar-2327 March 20233月-2313、无论才能知识多么卓著,如果缺乏热情,则无异纸上画饼充饥,无补于事。Monday,March 27,202327-Mar-233月-2314、我只是自己不放过自己而已,现在我不会再逼自己眷恋了。3月-2317:33:2527 March 202317:33谢谢大家谢谢大家
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