marketing-presentation销售演讲（上）

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1、Marketing3:OnAccountabilityFeelfreetore-useormash-upthispresentationunderCreativeCommons2.0license(non-commercial,attribution)FUTURELABAlainThys:JekyllorHyde?Asaretailer/VC/entrepreneur:DoubledigitROIAsamarketer:Closeto€100,000,000spenttodate,andverylittletoshowforitIfyouthinkmarketershaveanimage

2、problemFUTURELABWhatPeopleThinkofMarketersDon’tshootthemessengerFUTURELABMarketersarefaddish,irresponsible,…don’tthinklikebusinesspeople…moreakintoarecalcitrantchild…McKinsey&Company,CEO/CMOSurvey,2005FUTURELABTheaveragetenureofCMOsinconsumermarketsis23,15or12months.FUTURELABFUTURELABToomanymark

3、etershavebecomesospecialisedthattheydon’tthinkintermsofthecompany’sbigpicture.PhilipKotlerMarketersarefrivolousanddifficulttoapproachAustralianSocietyofCertifiedPublicAccountantsFUTURELABCranfieldUniversityWithholdresearchTakecreditforother’sworkLackstructureArealwaysinmeetingsWorkfrom10to4Havelo

4、nglunchesUnaccountable,untouchableSeekquickpromotionsChurnCareaboutcars,statsandlunchUsejargonSlipperyExpensiveFUTURELAB"Wecan'tcompeteonprice.Wealsocan'tcompeteonquality,featuresorservice.Thatleavesfraud,whichI'dlikeyoutocallmarketing."Dilbert’sBosscc3.0,MegaqwertyFUTURELABFUTURELABBuyStormhoekW

5、ineFUTURELABIfyouthinkmarketershaveanimageproblemFUTURELABMarketersneedtobecomemore« accountable »forthemselvesandforthebenefitofthebusiness..The« outsider’s »perspectiveMarketingcampaignshaveunsureornegativeROISalespromotionsdon’tgeneratesalesConsumersgetirritatedbyadvertisingMostnewvaluepropos

6、itionsfailinthemarketThecampaignpresentationneverreflectsconsumerrealityMarketinginitiativesoverpromise…AndeachyeartheycomeupwithanewstoryFUTURELABTheMarketer’sBushidoFUTURELABChangingmarketing’sbadimageTheMarketer’sBushidoFUTURELABInsightRespectIntegrityFinancialAcumenInclusionPerspectivePassion

7、TheMarketer’sBushidoFUTURELABInsightRespectIntegrityFinancialAcumenInclusionPerspectivePassionFUTURELABInspiteofall“insights”andresearch,95%ofconsumerproductsintroductionsandinnovationsfailtoreachtheirROItargetsHowdoyo