IBM台湾行销管理与策略

高璐華IBM市場行銷處總監台灣IBM公司行銷管理與策略個人簡歷學歷(1987-1992)?康乃爾大學工業工程學士?康乃爾大學工業工程碩士經歷(1992-2002)?AndersenConsulting,Staff?IBM政府事業群業務專員?IBM政府事業群業務經理?IBM公眾事業群業務協理?IBM大中華總經理特助?IBM市場行銷處總監WhatisMarketing?TheBestMarketingCompany??Text-bookDefinitionofMarketing-PhilipKotlerMarketingistodiscoverunmetneedsandtopreparesatisfyingsolutionsMarketingistodelivercustomersatisfactionprofitabilityMarketingisdefinedasthescienceandartoffinding,keeping,andgrowingprofitablecustomersTheartofmarketingislargelytheartofbrandbuildingMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMissionofIBMMarketingUnderstandthemarketplace&linkittostrategy&planningLeadthedevelopmentofqualitymarketingplans&integrationMakeintegratedmarketingcommunicationsworkCommonmessagearchitectureEliminateconflictingmessages&duplicatedeffortsOptimizemarketinginvestmentamongvarioustactics&businessunitsMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsurescustomerscanpurchaseIBMofferingswhere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsurescustomerscanpurchaseIBMofferingswhere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyIBMMarketingBlueprintWhatisMarketIntelligence?DatabaseMarketingOpportunityAnalysisSpecificResearchCustomerSatisfactionCompetitiveIntelligenceImageTrackingWhatisMarketingManagement?MarketingManagementisanend-toendclosedloopprocessValuePropositionCustomer&MarketSelectionProgramExecutionMgtOfferingManagementCustomer&CompetitivePositioningSalesChannelEnablementWhatisDistributionChannelsManagement??Howtocovermoreopportunities??Howtobalanceoverallsalesexpenses??Howtooptimisecoverageresources??Howtoaligntobuyerchannelpreferences??Howtoplanthego-to-marketmodel??Howtounstackchannels??Whichchannelsforwhichoffering??Howtomanagechannelconflict??Howtoidentifychannelrevenuegaps??HowtoidentifyLeadsgaps??Howtodrivecorrectiveactions?FORALLCHANNELS?Howtoimprovepipelinevalue&quality??Howtoalign/leveragecross-businessunit??Howtoidentifyemergingchannels??Howtoidentify&leverageInfluencers??InteractiveIMCCampaignStrategyDemandGenerationAdvertisingEventMarketingMRCIMCOperationsIMCSpecializationsWhatisIntegratedMarketingCommunication?People&CommunityCommunicationsMeasurement&ReportingSkillsManagement&EducationMgmtSystem,MktgProcesses&ToolsMarketfocusedMaximizeinternalefficiency&effectivenesstoacceleratemarketingcontributionstobusinessgrowthCustomer-MarketplaceInternaleffectiveness&efficiencyfocusedSUPPORTMIMMDCMIMCMOWhatisMarketingOperation?MissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaUnderstandtheMarketplacePerformPortfolioAnalysisManageBusinessPlanandAssessPerformanceAlign&OptimizeBusinessPlansAcrossBusinessEntitiesDevelopBusinessStrategies&PlansPerformMarketSegmentationMarketplaceandCustomerWantsandNeedsUnderstandtheMarketplacePerformPortfolioAnalysisManageBusinessPlanandAssessPerformanceAlign&OptimizeBusinessPlansAcrossBusinessEntitiesDevelopBusinessStrategies&PlansPerformMarketSegmentationMarketplaceandCustomerWantsandNeedsMarketPlanningMethodologyMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaUnderstandtheMarketplacePerformPortfolioAnalysisManageBusinessPlanandAssessPerformanceAlign&OptimizeBusinessPlansAcrossBusinessEntitiesDevelopBusinessStrategies&PlansPerformMarketSegmentationMarketplaceandCustomerWantsandNeedsOneVoiceOperationBackgroundLowtotalinvestmentResourcessplitbetweenStrategicBrandandmanyBUsLittlerelevancetolocalmarketplace,customersManycompetingmessages,lowintegrationandcoordinationNoconsistentbrandvoiceNoconsistentapproachtoe-businessTheOneVoiceStrategyisSimple...Poolallmarketingcommunicationsfundsinacountry?BU+SB?IMC-managed+allotherDevelopabottomup,country-specificMarketingPlan?usinglocaldataandinsight?reflectinglocalcustomerneeds&opportunitiesConductfewermarketingcampaigns,?withadequateinvestmentbehindeach?integratedsolutionssolutions,wherepossibleDeliveracompellingandconsistentIBMBrandvoice?unifiedcreativeacross