营销管理与策略培训讲座课件PPT

1、营销管理与策略营销管理与策略?学历学历 (1987-1992)?康乃尔大学工业工程学士康乃尔大学工业工程学士?康乃尔大学工业工程硕士康乃尔大学工业工程硕士?经历经历 (1992- 2002)?Andersen Consulting, Staff?IBM 政府事业群业务专员政府事业群业务专员?IBM 政府事业群业务经理政府事业群业务经理?IBM 公众事业群业务协理公众事业群业务协理?IBM 大中华总经理特助大中华总经理特助?IBM 市场营销处总监市场营销处总监What is Marketing?The Best MarketingCompany?Text-book Definition of M

2、arketing- Philip Kotler?Marketing is to discover unmet needs and to prepare satisfying solutions?Marketing is to deliver customer satisfaction profitability?Marketing is defined as the science and art of finding, keeping, and growing profitable customers?The art of marketing is largely the art of br

3、and building?Mission of IBM Marketing?IBM Marketing Blueprint?Market Intelligence (MI)?Marketing Management (MM)?Distribution Channels Management (DCM)?Integrated Marketing Communications (IMC)?Marketing Operation (MO)?Marketing Planning Process?IBM Taiwan Marketing Operations?Q & AAgendaMission

4、 of IBM Marketing?Understand the marketplace & link it to strategy & planning?Lead the development of quality marketing plans & integration?Make integrated marketing communications work?Common message architecture?Eliminate conflicting messages & duplicated efforts?Optimize marketing

5、 investment among various tactics & business units?Mission of IBM Marketing?IBM Marketing Blueprint?Market Intelligence (MI)?Marketing Management (MM)?Distribution Channels Management (DCM)?Integrated Marketing Communications (IMC)?Marketing Operation (MO)?Marketing Planning Process?IBM Taiwan M

6、arketing Operations?Q & AAgendaM MCreates a plan for making a compelling offer to customersIMCFinds a tactic which gets interest while protecting IBM brandM ITells us what customers want to buy & howDCMEnsures customers can purchase IBM offerings where & how they wantMOEnsures Marketing

7、Unit operates effectively & efficientlyM MCreates a plan for making a compelling offer to customersIMCFinds a tactic which gets interest while protecting IBM brandM ITells us what customers want to buy & howDCMEnsures customers can purchase IBM offerings where & how they wantMOEnsures Ma

8、rketing Unit operates effectively & efficientlyWhat is Market Intelligence?Database MarketingOpportunityAnalysisSpecific ResearchCustomerSatisfactionCompetitiveIntelligenceImage Tracking What is Marketing Management ?Marketing Management is an end-to end closed loop processValue PropositionCusto

9、mer &MarketSelectionProgram ExecutionMgtOffering ManagementCustomer &CompetitivePositioningSales Channel EnablementWhat is Distribution Channels Management ?How to cover more opportunities?How to balance overall sales expenses?How to optimise coverage resources?How to align to buyer channel

10、preferences?How to plan the go-to-market model?How to unstack channels?Which channels for which offering?How to manage channel conflict?How to identify channel revenue gaps?How to identify Leads gaps?How to drive corrective actions?FOR ALL CHANNELS?How to improve pipeline value & quality?How to

11、align/leverage cross-business unit?How to identify emerging channels?How to identify & leverage Influencers?IMC SpecializationsWhat is Integrated Marketing Communication?People & Community CommunicationsMeasurement & ReportingSkills Management & EducationMgmt System, Mktg Processes &

12、amp; ToolsMarket focusedMaximize internal efficiency & effectivenessto accelerate marketing contributions to business growthCustomer - MarketplaceInternal effectiveness& efficiency focusedWhat is Marketing Operation ?Mission of IBM Marketing?IBM Marketing Blueprint?Market Intelligence (MI)?M

13、arketing Management (MM)?Distribution Channels Management (DCM)?Integrated Marketing Communications (IMC)?Marketing Operation (MO)?Marketing Planning Process?IBM Taiwan Marketing Operations?Q & AAgendaUnderstand theMarketplacePerform Portfolio AnalysisManage Business Plan and Assess PerformanceA

14、lign & Optimize Business PlansAcross Business EntitiesDevelop Business Strategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and NeedsUnderstand theMarketplacePerform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business PlansAcross B

15、usiness EntitiesDevelop Business Strategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and NeedsMarket Planning Methodology?Mission of IBM Marketing?IBM Marketing Blueprint?Market Intelligence (MI)?Marketing Management (MM)?Distribution Channels Management (DCM)?Integrated M

16、arketing Communications (IMC)?Marketing Operation (MO)?Marketing Planning Process?IBM Taiwan Marketing Operations?Q & AAgendaUnderstand theMarketplacePerform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business PlansAcross Business EntitiesDevelop Business S

17、trategies & PlansPerform MarketSegmentationMarketplace and Customer Wants and NeedsOne Voice Operation?Background?Low total investment?Resources split between Strategic Brand and many BUs?Little relevance to local marketplace, customers?Many competing messages, low integration and coordination?N

18、o consistent brand voice?No consistent approach to e-businessThe One Voice Strategy is Simple.?Pool all marketing communications funds in a country? BU + SB? IMC-managed + all other?Develop a bottom up, country-specific Marketing Plan? using local data and insight? reflecting local customer needs &a

19、mp; opportunities?Conduct fewer marketing campaigns,? with adequate investment behind each? integrated solutions solutions, where possible?Deliver a compelling and consistent IBM Brand voice? unified creative across all marketing communications tactics? with a locally-relevant e-business/branding campaignImportant: 2 Key Facets of One Voice?Integration of country market planning? identification of what IBM needs