市场营销的定义和实际操作课件

Pathfinder-MarketingKnowledgeSeminarPathfinder-MarketingKnowledgWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwillbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterWhyBrand?TheartofmarketAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaning

meaningappearancelinkageexpectationexperience…AboutBrand…BrandnotonlytheParmalatlightmilk.0%offat.Parmalatlightmilk.0%offatNowwithAutotransmission.JEEPCHEROKEE2.8CDRNowwithAutotransmission.AxeEffect.AxeEffect.Look,thenewAudiRS1Look,thenewWhatIsMarketing?ThewholeperiodfromproductstoprofitThebridgebetweenenterpriseandcustomer

EnterpriseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowMarketingWhatIsMarketing?ThewholepeFourPStrategies1.ProductStrategy2.PlaceStrategy3.PriceStrategy4.PromotionStrategyPositioning(Volvo,Haagen-Dazs)People(theteam)FourPStrategies1.ProductStrAimedataChanging,Changeable,andReactingTargetMarketAimedataChanging,ChangeableInaChanging,Changeable,andReactingCompetitiveEconomicTechnologicalSocial-CulturalPolitical-Legal…

…EnvironmentInaChanging,Changeable,andUnfortunately(?)Everyonecouldcomment,however,noonecouldmeeteveryone’sdemandUnfortunately(?)EveryonecoulThepowerofchannel

-aboutdistributionDistributionchannel(customer)

NationaldistributorsLocaldealers/provincialdistributorsretailersTheend-users(customer)

ThebridgebetweenenterpriseandcustomersThepowerofchannel

-aboutdiThesellingprocess:ProspectingandqualifyingApproachPresentationHandlingobjectionsClosingFollow-upButThatisyourprocess:…thecustomergoesthroughaverydifferentprocess!Thesellingprocess:ProspectinThepurchasingprocess:Recognitionofneed(tangibledemanding,productvalue)SearchforalternativesEvaluationofalternativesDecisionPlacetheorderThepurchasingprocess:RecogniExecutionisasImportantasPlanningAskhowyoucanachievethesalestarget,whatnecessaryactiondoyouneedtotakeIdentifykeysuccessfactorsforeachpromotionInvolveregionalmarketingexecutiveinexecutioninsteadofgivingmoneytochanneltoimplementInvolvedistributorsanddealerswhendiscusssalestargetandinvestmentandactionEnsureallalongthedistributionchannelunderstandtheactivities,followanddowhattheyneedtodoEnsureLocalAssistantandpromotersunderstandtheirroleEnsureeverythingneedtobeinplacebeforepromotionstart(stock,POS,premium,promotersetc)AllowsufficienttimeforplanningandpreparationMonitorandmakerevisionasearlyaspossibleExecutionisasImportantasPWhenmakingtheActioncalendar,avoid

ConflictwithotherchannelpartnersprioritiesConflictwithcentralmarketingactivitiesChannelpartnerssellingintoomanypromotionsimultaneouslyRepetitioususeofidenticalpromotiontacticsWastefuluseofpromotionmoneyOverpromotingabrandinashortperiodoftimeandnofollowupactionCriticalactiondates(launchdate,peaksalesseasons)andresponsibilitiesbeingmissing

DevelopaLogicalActionCalendarActioncalendarshouldbecontinuallyupdatedandrevised

Timingofthepromotionisthekeyfactortosuccess

Planaheadfor2monthsWhenmakingtheActioncalenCo-ordinatekeymarketingandsalesactivities,askdoesthechannelhavestockbeforepromotionstarts,havethesalesgirlandpromoterequippedwithproductknowledge/salestools,isPOS/giftreadyinplacearetheshops/promoters/LAwellinformedwhenisthecriticalactiondates,doseitcrashitanyholidaysorbigeventswhoneedtobeinvolved(centralteam,distributor,dealers,LA,promoters,ect.)whoresponsibleforwhatThereportingmilestoneB1get1promotiontakesatleast3weeksforgiftsourcinganddelivery,POSdesignandprinting,mediabookingDevelopaLogicalActionCalendarCo-ordinatekeymarketingandAccessagainstyourobjectivesSalesVSforecast(achievement%)Marketshareincrease%No.ofchannelparticipating,Numericaldistribution%increasePOScoveragePromoterselloutOutofstockreportROI,Cost/unitsoldUseofresearchAwarenesslevelEvaluateandLearnfromYourResultAccessagainstyourobjectivesDoNotMissOperatorOpportunitiesOperatorhandsetbundlingbusinessisuncertainbutisincreasingOperatorsdemandtotalproduct+servicesolution,workwithkeyaccountsEstablishandownrelationshipwithprovincialCMCCConstantupdate(productpresentation/newsletter)Capitalizeondistributors’relationship,getcontactandinformationTest/samplephonesProvideproduct+servicesolutionProactivetoidentifybusinessopportunitiesDoNotMissOperatorOpportuniShareYourExperienceShareyouractivitiesresourcesandresultwithotherregionsTosavepreparationtimeTosavecostforvolumepurchaseTolearn,adaptanduseinyourregionsWhatcanbeshared:Roadshowplan&scriptGift/specialPOSsourcingLocalPRactivitiesJointpromotionpartnerscontactandmechanismsPromoterstrainingmaterialsSuccessfulcasesComplaintsandcrisisHowtoshareSendto&co-ordinatebyregionalMKTheadUploadreportandphotosinthepublicserverShareYourExperienceShareyoLet’smakeithappen!!Let’smakeithappen!!整理整顿做得好，工作效率步步高。11月-2211月-22Monday,November7,2022质量：信誉的基石。00:31:1900:31:1900:3111/7/202212:31:19AM质量是企业的生命，质量是企业的效益，质量是企业发展的动力，质量靠全体员工去保证。11月-2200:31:1900:31Nov-2207-Nov-22关口前移，防患未然。00:31:1900:31:1900:31Monday,November7,2022安全生产，齐抓共管。11月-2211月-2200:31:1900:31:19November7,2022规划是方向,执行是保障。2022年11月7日12:31上午11月-2211月-22安全是幸福的花，全家浇灌美如画，安全多下及时雨，教育少放马后炮。07十一月202212:31:19上午00:31:1911月-22安全是根弦，一松就要悬。十一月2212:31上午11月-2200:31November7,2022落实安全规章制度强化安全防范措施。2022/11/70:31:1900:31:1907November2022安全是最大的节约，事故是最大的浪费。12:31:19上午12:31上午00:31:1911月-22质量——恒古不变的致胜之道。支持一鸣，就点一下。11月-2211月-2200:3100:31:1900:31:19Nov-22下道工充即顾客，上道工序为下道工序服务。2022/11/70:31:19Monday,November7,2022传播安全法规，普及安全知识。11月-222022/11/70:31:1911月-22谢谢大家！整理整顿做得好，工作效率步步高。11月-2211月-22We23

Pathfinder-MarketingKnowledgeSeminarPathfinder-MarketingKnowledgWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwillbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterWhyBrand?TheartofmarketAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaning

meaningappearancelinkageexpectationexperience…AboutBrand…BrandnotonlytheParmalatlightmilk.0%offat.Parmalatlightmilk.0%offatNowwithAutotransmission.JEEPCHEROKEE2.8CDRNowwithAutotransmission.AxeEffect.AxeEffect.Look,thenewAudiRS1Look,thenewWhatIsMarketing?ThewholeperiodfromproductstoprofitThebridgebetweenenterpriseandcustomer

EnterpriseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowMarketingWhatIsMarketing?ThewholepeFourPStrategies1.ProductStrategy2.PlaceStrategy3.PriceStrategy4.PromotionStrategyPositioning(Volvo,Haagen-Dazs)People(theteam)FourPStrategies1.ProductStrAimedataChanging,Changeable,andReactingTargetMarketAimedataChanging,ChangeableInaChanging,Changeable,andReactingCompetitiveEconomicTechnologicalSocial-CulturalPolitical-Legal…

…EnvironmentInaChanging,Changeable,andUnfortunately(?)Everyonecouldcomment,however,noonecouldmeeteveryone’sdemandUnfortunately(?)EveryonecoulThepowerofchannel

-aboutdistributionDistributionchannel(customer)

NationaldistributorsLocaldealers/provincialdistributorsretailersTheend-users(customer)

ThebridgebetweenenterpriseandcustomersThepowerofchannel

-aboutdiThesellingprocess:ProspectingandqualifyingApproachPresentationHandlingobjectionsClosingFollow-upButThatisyourprocess:…thecustomergoesthroughaverydifferentprocess!Thesellingprocess:ProspectinThepurchasingprocess:Recognitionofneed(tangibledemanding,productvalue)SearchforalternativesEvaluationofalternativesDecisionPlacetheorderThepurchasingprocess:RecogniExecutionisasImportantasPlanningAskhowyoucanachievethesalestarget,whatnecessaryactiondoyouneedtotakeIdentifykeysuccessfactorsforeachpromotionInvolveregionalmarketingexecutiveinexecutioninsteadofgivingmoneytochanneltoimplementInvolvedistributorsanddealerswhendiscusssalestargetandinvestmentandactionEnsureallalongthedistributionchannelunderstandtheactivities,followanddowhattheyneedtodoEnsureLocalAssistantandpromotersunderstandtheirroleEnsureeverythingneedtobeinplacebeforepromotionstart(stock,POS,premium,promotersetc)AllowsufficienttimeforplanningandpreparationMonitorandmakerevisionasearlyaspossibleExecutionisasImportantasPWhenmakingtheActioncalendar,avoid

ConflictwithotherchannelpartnersprioritiesConflictwithcentralmarketingactivitiesChannelpartnerssellingintoomanypromotionsimultaneouslyRepetitioususeofidenticalpromotiontacticsWastefuluseofpromotionmoneyOverpromotingabrandinashortperiodoftimeandnofollowupactionCriticalactiondates(launchdate,peaksalesseasons)andresponsibilitiesbeingmissing

DevelopaLogicalActionCalendarActioncalendarshouldbecontinuallyupdatedandrevised

Timingofthepromotionisthekeyfactortosuccess

Planaheadfor2monthsWhenmakingtheActioncalenCo-ordinatekeymarketingandsalesactivities,askdoesthechannelhavestockbeforepromotionstarts,havethesalesgirlandpromoterequippedwithproductknowledge/salestools,isPOS/giftreadyinplacearetheshops/promoters/LAwellinformedwhenisthecriticalactiondates,doseitcrashitanyholidaysorbigeventswhoneedtobeinvolved(centralteam,distributor,dealers,LA,promoters,ect.)whoresponsibleforwhatThereportingmilestoneB1get1promotiontakesatleast3weeksforgiftsourcinganddelivery,POSdesignandprinting,mediabookingDevelopaLogicalActionCalendarCo-ordinatekeymarketingandAccessagainstyourobjectivesSalesVSforecast(achievement%)Marketshareincrease%No.ofchannelparticipating,Numericaldistribution%increasePOScoveragePromoterselloutOutofstockreportROI,Cost/unitsoldUseofresearchAwarenesslevelEvaluateandLearnfromYourResultAccessagainstyourobjectivesDoNotMissOperatorOpportunitiesOperatorhandsetbundlingbusinessisuncertainbutisincreasingOperatorsdemandtotalproduct+servicesolution,workwithkeyaccountsEstablishandownrelationshipwithprovincialCMCCConstantupdate(productpresentation/newsletter)Capitalizeondistributors’relationship,getcontactandinformationTest/samplephonesProvideproduct+servicesolutionProactivetoidentifybusinessopportunitiesDoNotMissOperatorOpportuniShareYourExperienceShareyouractivitiesresourcesandresultwithotherregionsTosavepreparat