盛世长城培训

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1、IntroductionSaatchi&SaatchiTrainingTheBiggerPictureSaatchi&SaatchiTrainingMarketing&BrandsSession1TheBusinessConceptWhatisthepurposeofbusiness?TheBusinessConceptThepurposeofbusinessistocreateandkeepacustomerProfessorTheodoreLevittHarvardBusinessSchoolTheBusinessConceptBusinesshasonlytwofu

2、nctions:innovationandmarketingPeterDruckerPrinciplesofManagement1954TheMarketingConceptTheaimofmarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesellsitself.PeterDruckerSalesPush?-SupplyledCompanyneedsfirstMakingaSaleSellingwhatyoumakeMa

3、rketingPull?-DemandledCustomerneedsfirstMakingaDealMakingwhatyousellMarketingversusSalesMarketingisSelling-Samegoalbuttheoppositephilosophy...Whichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?VolumeisthemeasureofsuccessWhichway?SalesthinksInsideOutLooks

4、atitthroughthecompany‘seyesHowdowemovethemerchandise?Volume($)isthemeasureofsuccessMarketingthinksOutsideInLooksatitthroughthecustomer‘seyesWhatdoweneedtodotomeettheirneeds?CustomersatisfactionisthetruemeasureofsuccessMarketing‘sGoldenRuleCustomerperceptionistheonlyrealityNoobjectivetrutha

5、boutbetterproductsMarketingisabattleofperceptions,notproductsAbattlefoughtinthemindoftheprospectNeedtounderstandhowtheyseethingsYoucannotcompelconsumers(morethanonce)TheBrandConceptTheBrandliesattheheartoftheMarketingConceptWhatisaBrand?GreatBrandsareGreatIdeasBundlesofbenefits,rationaland

6、emotional,thatdeliverpleasure,meaningandsatisfactiontopeopleWhatisaBrand?ProductsliveonshelvesBrandliveinthemindProductsarethedeliverymechanismBrandsoutliveproductlifecyclesWhatisaBrand?TheBrandistheTrustmarkItidentifiesandguaranteesproductqualityandperformanceWhatisaBrand?Brandsaddvalueto

7、commoditiesBrandsaddvaluetogenericproductsbyaddingMeaningWhatisaBrand?BrandsbecomeSymbolsMovingbeyondsimpleutilitytobecomecomplexvaluesetsWhatisaBrand?BrandsareaconsumerlanguageAmeansofself-expression-abadgeAkindofpersonalsymbolism-amirrorWhyAreBrandsImportant