市场营销的定义和实际操作.ppt

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1、Pathfinder-MarketingKnowledgeSeminarWhyBrand?Theartofmarketingislargelytheartofbrandbuilding.Whensomethingisnotabrand,itwillbeprobablybeviewedasacommodity.Thenpriceiswhatcounts.PhilipKolterAboutBrand…Brandnotonlythename,iconorlogo,butalsoinnermeaningmeaningappearancelinkageexpectationexperie

2、nce…Parmalatlightmilk.0%offat.NowwithAutotransmission.JEEPCHEROKEE2.8CDRAxeEffect.Look,thenewAudiRS1WhatIsMarketing?ThewholeperiodfromproductstoprofitThebridgebetweenenterpriseandcustomerEnterpriseACommodityaFactoryChannelMarketEnd-usersWarehouseCommodityaSalesoutletBrandahomeBrandaCashflowM

3、arketingFourPStrategies1.ProductStrategy2.PlaceStrategy3.PriceStrategy4.PromotionStrategyPositioning(Volvo,Haagen-Dazs)People(theteam)AimedataChanging,Changeable,andReactingTargetMarketInaChanging,Changeable,andReactingCompetitiveEconomicTechnologicalSocial-CulturalPolitical-Legal……Environme

4、ntUnfortunately(?)Everyonecouldcomment,however,noonecouldmeeteveryone’sdemandThepowerofchannel-aboutdistributionDistributionchannel(customer)NationaldistributorsLocaldealers/provincialdistributorsretailersTheend-users(customer)ThebridgebetweenenterpriseandcustomersThesellingprocess:Prospecti

5、ngandqualifyingApproachPresentationHandlingobjectionsClosingFollow-upButThatisyourprocess:…thecustomergoesthroughaverydifferentprocess!Thepurchasingprocess:Recognitionofneed(tangibledemanding,productvalue)SearchforalternativesEvaluationofalternativesDecisionPlacetheorderExecutionisasImportan

6、tasPlanningAskhowyoucanachievethesalestarget,whatnecessaryactiondoyouneedtotakeIdentifykeysuccessfactorsforeachpromotionInvolveregionalmarketingexecutiveinexecutioninsteadofgivingmoneytochanneltoimplementInvolvedistributorsanddealerswhendiscusssalestargetandinvestmentandactionEnsureallalongt

7、hedistributionchannelunderstandtheactivities,followanddowhattheyneedtodoEnsureLocalAssistantandpromotersunderstandtheirroleEnsureeverythingneedtobeinplacebeforepromotionstart(stock,POS,premium,promotersetc)Allowsufficienttimeforplanningandpreparati