市场营销和策划

1、Building Your Own Case创立你自己的案例What products do you sell/ market?你主要推广什么产品？Who do you serve?你主要效劳那些群体？Who are your main competitors?你主要的竞争对手有哪些？2022/7/81Marketing vs. Selling: What is the Difference? 市场营销与销售的区别及共同点 Marketing is everything that you do to reach and persuade prospects市场营销是你该如何让你向客户提供你的信

2、息并设法说服他们Marketing is also sales multiplied同样，市场营销亦是让销售倍增的过程Selling is everything that you do to close the sale and get a signed agreement or contract销售是交易过程的终结，合同的签订。Sales are generally interpersonal interaction一般，销售是人与人之间的互动过程。Both are necessities to the success of a business. You cannot do without

3、 either process.两者都是企业成功的必备要素，缺一不可。2022/7/82Marketing 营销The Core of any Business is 任何企业的核心就是 The Customer 顾客2022/7/83Simple Yet Accurate Marketing Research Methods简易精准的市场调研Objective of the Research市场调研目标Description of the Market市场描述Target Markets目标市场Products and Services that appeal to the target m

4、arket目标市场所需的产品及效劳Problems that current target market needs to solve现目标市场存在的问题2022/7/84Simple Yet Accurate Marketing Research Methods简易精准的市场调研Market Metrics市场基准Size estimates (current and future) for:市场规模评估当前及未来Overall market总市场Individual market segments个体市场份额Usage rates使用率Growth estimates (current a

5、nd future)增长评估当前及未来2022/7/85Simple Yet Accurate Marketing Research Methods简易精准的市场调研Competitive Analysis竞争分析Current Competitors - full analysis of top competitors including:现有竞争者-主要竞争对手的全面分析Products & Services (e.g., description, uniqueness, pricing, etc.)产品及效劳如产品描述、特色、定价Market share 市场份额Current cust

6、omers现有顾客Positioning and promotion strategies市场定位及促销策略Partnerships/Alliances/Distributors合作者/同盟/分销商Recent news近况SWOT Analysis SWOT分析Potential Competitors潜在竞争者2022/7/86Simple Yet Accurate Marketing Research Methods简易精准的市场调研Secondary Data二级数据Internet网络Newspapers/ Magazines报纸/杂志Trends Analysis趋势分析Prima

7、ry Data一级数据Customer vs. non-Customer Surveys顾客及非顾客调查Online vs. Offline在线及非在线调查Questionnaires vs. Face-to-Face Interviews问卷调查及当面采访What data would you like to collect?你想收集哪方面的数据？2022/7/87Traditional Sales & Marketing Process from Beginning Till End传统的销售、营销过程Product Development产品开发Marketing营销、推广Tele-Sa

8、les 营销Sales销售After-Sales Support售后效劳2022/7/88Enlightened Sales & Marketing Process from Beginning Till End改进后的销售、营销过程Starting Point of 1 to 1 Marketing一对一营销的起点2022/7/89Blue Ocean vs. Red Ocean Strategy 蓝海 vs. 红海战略一般马戏团 vs. 时空之旅一般面包店 vs. 面包新语 (Bread Talk)一般电脑企业 vs. 戴尔电脑一般MP3机 vs. iPod一般招待所 vs. 莫泰168/

9、 锦江之星2022/7/810Using the Blue Ocean Strategy as a Market Planning Tool 运用蓝海战略来作市场筹划What are the main offerings made by competitors now?目前，竞争对手提供的主要产品Who are they targeting?他们的目标顾客是哪些人？Who have they left out?哪局部客户群被他们忽略了？What should we improve upon?我们可以从哪些方面进行改进？What should we start to provide?我们可以提供

10、什么？What should we reduce?我们需要减少什么？What should we stop doing?哪些我们不应该再做了？2022/7/811Defining Your Unique Selling Proposition and Market Positioning找寻你的独特卖点以及市场定位Overt Benefits突出的益处Real Reason to Believe让人信服的理由Unique and Dramatic Difference独一无二的特色2022/7/812Overt Benefits 突出的益处Features, Advantages and Be

11、nefits特征、优势与益处Do you ever buy你有否购置过:Computers电脑Property房产Cars汽车Price vs. Value价格 vs. 价值2022/7/813Real Reason to Believe能说服人的可信度Media 媒体Believability可信度Mass Media 大众传媒(T.V.电视/ Radio广播/ Newspapers报章/ Magazines杂志)15%-42%Internet 英特网(Web Sites网站/ Web Ads网上广告/ e-Mails电邮)10%2022/7/814Real Reason to Believ

12、e能说服人的可信度5 Strategies 5个策略Simple logic 简单逻辑If customers have unanswered questions about a product, theyre less likely to buy 如果顾客对某个产品有疑问，他们购置的几率就很小If you educate your customers, you gain their trust and confidence immediately当你客观地对顾客进行产品、效劳教育，你将赢得他们的信赖Personal experience 个人经历Sampling样品Demo示范Sensory

13、触觉Reputation 声望Testimonial/ Referral 鉴证、推荐Guarantee保证2022/7/815Unique and Dramatic Difference独特及戏剧性的区别Having Your Unique Selling Propositions (USP)设定你的独特买点(USP) The reason or reasons why customers buy from you and not from anybody else 你的顾客只向你购置,而不选择他人的理由Unique Benefits 独特益处Relevance 供其所需Consistency

14、/ Congruency 一致性Values & Beliefs 价值观与信念2022/7/816Branding & Positioning 品牌与市场定位Branding is not about getting your prospects to choose you over your competition; its about getting your prospects to see you as the only solution to their problem. TM - Rob Frankel“建立品牌不是为了让你在市场上建立优势，在同行中鹤立鸡群,而是使你成为你的市场对

15、象的不二选择. TM- Rob Frankel2022/7/817Building a Brand with a Dramatic Difference 创造独一无二的品牌Branding is NOT about you. 你的品牌不是由你说了算Its about how your customers perceive you to be. 你的品牌是靠客户对你的感觉、概念形成的Do You Add Value to Your Customers?你有否为客户创造价值？If You Cease to Exist, will Your Customers Miss You? 如果你不存在了，你

16、的客户是否会想念你？If yes, what will they say about you? 如果他们会想你，他们会说些什么？What are your qualities that they remember most? 你有哪些优点是他们印象最深的2022/7/818Sustainability Matrix持续性矩阵Expensive Waste of Effort 昂贵的浪费Sustainable Growth 持续的增长Cheap Waste of Effort 低廉的浪费 Make money fastbefore you get copied 在他人模仿之前赶快赚钱Same O

17、ld Stuff 老一套Dramatically Different 截然不同 Easy to Implement 容易实施Hard to Implement 很难实施2022/7/819Sustainability Matrix持续性矩阵Expensive Waste of Effort 昂贵的浪费Sustainable Growth 持续的增长Cheap Waste of Effort 低廉的浪费 Make money fastbefore you get copied 在他人模仿之前赶快赚钱Commodity一般商品 Monopoly 市场垄断Same Old Stuff 老一套Dram

18、atically Different 截然不同Easy to Implement 容易实施Hard to Implement 很难实施2022/7/820How to Prevent Yourself from Being Copied 如何防止被别人仿效Dont Focus on Technology不要将重点放在技术上The Hardest Things to Copy are最难复制的东西是:Business Models商业模式Service Standards效劳标准Organisation Culture 企业文化Quality Brand优质品牌2022/7/821Why You

19、 Need Repeated Sales 为什么你需要重复销售It costs you 5-6 times more selling to new customers as compared to existing ones 向新客户行销的本钱是旧客户的5-6倍A 5% increase repeated customers can result in an increase of 50-90% increase in profits 回头客增加5%将导致利润增加50%-90%Successful marketing is when your customers buy from you mo

20、re than twice 成功的营销是让你的客户能够屡次购置According to the Pareto Ratio, 20% of your customers will give you 80% of your sales根据“Pareto比率，20 % 的客户将提供 80% 的销售收入。关键就是知道谁属于这 20%2022/7/822Ansoff MatrixAnsoff 市场方格Current Products, Future Markets现有产品，新进入的市场Products产品REV. QTDISK3 PAGE 81997 Human Resource Development

21、 Sdn BhdNew Products and Markets新产品与新市场Current Products and Markets现有的产品与现有的市场Current Markets, Future Products新产品，现有的市场Markets Current目前Future将来Future将来Ansoff MatrixAnsoff 市场方格Current Products, Future Markets现有产品，新进入的市场Products产品REV. QTDISK3 PAGE 81997 Human Resource Development Sdn BhdNew Products

22、and Markets新的产品与新的市场Current Products and Markets现有的市场与现有的产品Current Markets, Future Products新产品，现有的市场Markets Current目前Future将来Future将来How to Develop New Products如何开拓新产品Creativity创新Blue Ocean Idea Generation蓝海式想法的产生Defining the Concept概念确定Is it economically viable?具有经济可行性吗Developing the Concept概念开展Pro

23、totype or Pilot Testing模型或试点测试Testing and Finalising the Concept推敲、总结Final Product最终产品定型Full Product Launch产品市场推广Product Launch Plan产品市场推广筹划Local, National or Global当地市场、全国市场、全球市场Monitoring Success过程监控Managing the Life Cycle规划产品生命周期What to do when Competitors Catch Up?竞争者进入时如何应对2022/7/825How to Opti

24、mise Your Media Mix如何优化媒体的选择与推广受众针对性受众覆盖率客户保持率编辑内容客户数据库互动性杂志报纸电视户外（海报和LCD屏幕）广播直复营销网络2022/7/826Building Distributor Networks 如何建立合理的市场渠道Types of channels used销售渠道的类型direct - e.g., direct via sales force, Internet, etc.直销销售人员、网上直销等等indirect - e.g., retailers, wholesalers, agents间接零售商、批发商、代理商combinatio

25、n 综合Level of market coverage市场覆盖程度intensive - e.g., mass availability密集广泛覆盖selective - e.g., wide availability选择性大面积覆盖exclusive - e.g., restricted availability独家代理严控销售渠道Outlets handling productTypes类型number/level of penetration市场渗透程度geographic location地理位置Perceived product positioning产品定位in relation

26、 to competitors 与竞争者的关系2022/7/827Distributor Selection如何选择优质的分销商Size of Sales Force销售团队的规模Sales Record销售记录Sales Force Compensation Plan销售人员Territorial Analysis销售区域划分分析Product Mix产品组合Customer Profile顾客Promotional Trust推广委托Inventory Management and Facilities库存管理及库存设备Technological Compatibility技术兼容性202

27、2/7/828Why Strategic Alliance? 为何建立战略联盟Better Usage of Resources 更好地利用资源Share resources资源分享Other peoples resources应用他人资源Being Big without Getting Big小公司以大企业形式出击Better Market Penetration更好地浸入市场2022/7/829“Simply stated, networks are people talking to each other, sharing ideas, information, and resourc

28、es The important part is NOT the network, the finished product, but the process of getting there - the communication that creates the linkages between people and clusters of people.John Naisbitt“简单地说, 交流就是人与人在沟通，分享理念、信息或自愿 最重要的不是交流本身，而是交流的过程 也就是能够连接其他不同人群的沟通过程约翰奈斯比特What Is a Network? 什么是交流？2022/7/83

29、0LEVERAGED Marketing Matrix杠杆营销图表Your Products你的产品Others Customers其他客户Products产品REV. QTDISK3 PAGE 81997 Human Resource Development Sdn BhdOthers Products其他产品Others Customers其他客户Your Products你的产品Your Customers你的客户Others Products其他产品 Your Customers你的客户Customers Yours你的Others其他Others其他TMPlayers in the

30、Game 游戏里的玩家Customers客户Suppliers供给商Complementors补足商Distributors分销商Competitors竞争对手Yourself你自己Potential Players即将进入市场的玩家2022/7/832Leverage - R.I.C.E杠杆操作Resource(资源)$(资金)Time(时间)Ideas(点子)Contacts(人脉)Expertise(专长)2022/7/833How to Budget for Your Marketing Plan如何计算市场营销本钱及利润Marketing Contribution市场营销奉献Reve

31、nue should follow sales forecasts销售预算Show expenses by category支出工程分门别类Breakdown by分解为Product产品Segment/Geographic area地理区域Distribution Network/Channel分销渠道Breakeven Analysis收支平衡分析Fixed Costs固定本钱Variable Costs可变本钱Ratio Analysis比率分析Sales Cycles销售循环Customer Conversion Ratios顾客流动率2022/7/834Factors Affecti

32、ng Price Setting影响价格设定的因素Cost factors 核心因素Fixed costs to be covered 固定本钱Variable costs 可变本钱Customer expectations 顾客期望Company expectations 公司期望e.g., margins, ROI如毛利、投资回报Demand Considerations 需求分析market elasticity 市场弹性position on product life cycle 产品生命周期的阶段Competition 竞争Economic conditions 经济条件Legal/reg