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!!踏实，奋斗，坚持，专业，努力成就未来。12月-2212月-22Wednesday,December28,2022弄虚作假要不得，踏实肯干第一名。13:52:5013:52:5013:5212/28/20221:52:50PM安全象只弓，不拉它就松，要想保安全，常把弓弦绷。12月-2213:52:5013:52Dec-2228-Dec-22重于泰山，轻于鸿毛。13:52:5013:52:5013:52Wednesday,December28,2022不可麻痹大意，要防微杜渐。12月-2212月-2213:52:5013:52:50December28,2022加强自身建设，增强个人的休养。2022年12月28日1:52下午12月-2212月-22追求卓越，让自己更好，向上而生。28十二月20221:52:50下午13:52:5012月-22严格把控质量关，让生产更加有保障。十二月221:52下午12月-2213:52December28,2022重规矩，严要求，少危险。2022/12/2813:52:5013:52:5028December2022好的事情马上就会到来，一切都是最好的安排。1:52:50下午1:52下午13:52:5012月-22每天都是美好的一天，新的一天开启。12月-2212月-2213:5213:52:5013:52:50Dec-22务实，奋斗，成就，成功。2022/12/2813:52:50Wednesday,December28,2022抓住每一次机会不能轻易流失，这样我们才能真正强大。12月-222022/12/2813:52:5012月-22谢谢大家！踏实，奋斗，坚持，专业，努力成就未来。12月-2212月-223

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+servicesolutionProactivetoidentifybusinessopportunitiesDoNotMissOperatorOpportuniShareYourExperienceShareyouractivitiesresourcesandresultwithotherregionsTosaveprep