【英文】企业市场营销与品牌管理-Entrepreneurial Marketing and Brand Manage

《【英文】企业市场营销与品牌管理-Entrepreneurial Marketing and Brand Manage》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、EntrepreneurialMarketingandBrandManagementPresentedbyFrancineF.Carb,MBAFebruary19,2009KeytoMarketingKnowingtheneeds&wantsofcustomersBuildingastrategytoservecustomersExternalOpportunities&ThreatsNicheInternalStrengths&WeaknessesKnowthenichemarketyouareuniquelyqualifiedtoserveMarketingandthePurcha

2、seDecisionTargetmarketPerceivedNeedReferralEvaluationPromotionsTrialsMarketingProgramsFieldSalesPeopleMassMarketingPublicRelationsWord-of-MouthPurchaseConsiderationAwarenessRealneedorwantEmotional“Hook”ImpulseMarketingstrategyMarketingstrategyandactionsmustpromotethecompany’scorevaluesan

3、d“Brand”tobealignedwiththecompanystrategy.MarketinginitiativesandsalesactivityshapeacompanyandbrandstrategybygettingmarketfeedbackMarketingstrategyisimportantbecauseittiesthecompanytoitscustomersinalogicalwaySalesactivity/”feetonthestreet”closestheloopMarketingplanDetailedplanofwhoyouaretargeting

4、topurchaseyourproductorservice,atwhatprice,throughwhichchannels,andwiththesupportofwhatkindsofsalesandadvertising.Includesastrategy,acommunicationsmix,methodsformeasuringsuccess,attentiontostaffing/resources,andcosts.Includedinthemarketingfunctionalstrategysectionofthebusinessplan.WhatisaBrand?Ab

5、randisthesandboxthatyourcompany“plays”inItisacompany’s“Personality”andits“Reputation”ABrandCreatesValueHarleyDavidsonCocaColaNikeDesignerBrandsWhyManagingYourBrandMattersBranding,byitsverynatureisnotoptional.Ifyoudonotpositionyourselfinpeople’sminds,theywilldoitforyou.…PeterDruckerGraphics©2002-2

6、007CattLeLogosBrandManagementSystemsLLCWhyYourBrandisImportantforSalesPeopleneedtobeawareofwhoyouarePeopleneedtowillingtoconsiderbuyingfromyouYouneedthetoolsto“close”thesaleYoubrandaddressesallthreeofthesephasesofthesalesprocess.WhoDefinesYourBrand?YourBrandisdefinedbyhowwellyoudeliveragainstcus

7、tomerexpectationsandperceptions,ie.“THEPROMISE”WhoInfluencesYourBrand?CustomersSalesMarketingCustomerServiceDeliveryPeopleandDistributorsWorkersReceptionistProductPerformanceCompetitorsTwoViewsofUPSJean’sThey’regreat!N