ibm 壹灣行銷管理與策略

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1、高璐華IBM市場行銷處總監中華民國91年11月30日台灣IBM公司"行銷管理與策略"個人簡歷學歷(1987-1992)康乃爾大學工業工程學士康乃爾大學工業工程碩士經歷(1992-2002)AndersenConsulting,StaffIBM政府事業群業務專員IBM政府事業群業務經理IBM公眾事業群業務協理IBM大中華總經理特助IBM市場行銷處總監WhatisMarketing?TheBestMarketingCompany??Text-bookDefinitionofMarketing-PhilipKotlerMarketingistodiscoverunmetne

2、edsandtopreparesatisfyingsolutionsMarketingistodelivercustomersatisfactionprofitabilityMarketingisdefinedasthescienceandartoffinding,keeping,andgrowingprofitablecustomersTheartofmarketingislargelytheartofbrandbuildingMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)Market

3、ingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMissionofIBMMarketingUnderstandthemarketplace&linkittostrategy&planningLeadthedevelopmentofqualitymarketingplans&i

4、ntegrationMakeintegratedmarketingcommunicationsworkCommonmessagearchitectureEliminateconflictingmessages&duplicatedeffortsOptimizemarketinginvestmentamongvarioustactics&businessunitsMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChanne

5、lsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsure

6、scustomerscanpurchaseIBMofferingswhere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsurescustomerscanpurchaseIBMofferingswh

7、ere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyIBMMarketingBlueprintWhatisMarketIntelligence?DatabaseMarketingOpportunityAnalysisSpecificResearchCustomerSatisfactionCompetitiveIntelligenceImageTrackingWhatisMarketingManagement?MarketingManagementisanend-toe