市场营销的定义和实际操作

Pathfinder--MarketingKnowledgeSeminarWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwillbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaningmeaningappearancelinkageexpectationexperience…Parmalatlightmilk.0%offat.NowwithAutotransmission.JEEPCHEROKEE2.8CDRAxeEffect.Look,thenewAudiRS1WhatIsMarketing?ThewholeperiodfromproductstoprofitThebridgebetweenenterpriseandcustomerEnterpriseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowMarketingFourPStrategies1.ProductStrategy2.PlaceStrategy3.PriceStrategy4.PromotionStrategyPositioning(Volvo,Haagen-Dazs)People(theteam)AimedataChanging,Changeable,andReactingTargetMarketInaChanging,Changeable,andReactingCompetitiveEconomicTechnologicalSocial-CulturalPolitical-Legal……EnvironmentUnfortunately(?)Everyonecouldcomment,however,noonecouldmeeteveryone’sdemandThepowerofchannel-aboutdistributionDistributionchannel(customer)Nationaldistributors•Localdealers/provincialdistributors•retailersTheend-users(customer)ThebridgebetweenenterpriseandcustomersThepurchasingprocess:•Recognitionofneed(tangibledemanding,productvalue)•Searchforalternatives•Evaluationofalternatives•Decision•PlacetheorderCo-ordinatekeymarketingandsalesactivities,askdoesthechannelhavestockbeforepromotionstarts,havethesalesgirlandpromoterequippedwithproductknowledge/salestools,isPOS/giftreadyinplacearetheshops/promoters/LAwellinformedwhenisthecriticalactiondates,doseitcrashitanyholidaysorbigeventswhoneedtobeinvolved(centralteam,distributor,dealers,LA,promoters,ect.)whoresponsibleforwhatThereportingmilestoneB1get1promotiontakesatleast3weeksforgiftsourcinganddelivery,POSdesignandprinting,mediabookingDevelopaLogicalActionCalendarAccessagainstyourobjectivesSalesVSforecast(achievement%)Marketshareincrease%No.ofchannelparticipating,Numericaldistribution%increasePOScoveragePromoterselloutOutofstockreportROI,Cost/unitsoldUseofresearchAwarenesslevelEvaluateandLearnfromYourResultDoNotMissOperatorOpportunitiesOperatorhandsetbundlingbusinessisuncertainbutisincreasingOperatorsdemandtotalproduct+servicesolution,workwithkeyaccountsEstablishandownrelationshipwithprovincialCMCCConstantupdate(productpresentation/newsletter)Capitalizeondistributors’relationship,getcontactandinformationTest/samplephonesProvideproduct+servicesolutionProactivetoidentifybusinessopportunitiesShareYourExperienceShareyouractivitiesresourcesandresultwithotherregionsTosavepreparationtimeTosavecostforvolumepurchaseTolearn,adaptanduseinyourregionsWhatcanbeshared:Roadshowplan&scriptGift/specialPOSsourcingLocalPRactivitiesJointpromotionpartnerscontactandmechanismsPromoterstrainingmaterialsSuccessfulcasesComplaintsandcrisisHowtoshareSendto&co-ordinatebyregionalMKTheadUploadreportandphotosinthepublicserverLet’smakeithappen!!