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时间:2020-03-21
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1、IntroductionSaatchi&SaatchiTrainingTheBiggerPictureSaatchi&SaatchiTrainingMarketing&BrandsSession1TheBusinessConceptWhatisthepurposeofbusiness?TheBusinessConceptThepurposeofbusinessistocreateandkeepacustomerProfessorTheodoreLevittHarvardBusinessSchoolTheBusinessConceptBusines
2、shasonlytwofunctions:innovationandmarketingPeterDruckerPrinciplesofManagement1954TheMarketingConceptTheaimofmarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesellsitself.PeterDruckerSalesPush?-SupplyledCompanyneedsfirstMakin
3、gaSaleSellingwhatyoumakeMarketingPull?-DemandledCustomerneedsfirstMakingaDealMakingwhatyousellMarketingversusSalesMarketingisSelling-Samegoalbuttheoppositephilosophy...Whichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?Volumeisthemeasureofsu
4、ccessWhichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?Volume($)isthemeasureofsuccessMarketingthinksOutsideInLooksatitthroughthecustomer‘seyesWhatdoweneedtodotomeettheirneeds?CustomersatisfactionisthetruemeasureofsuccessMarketing‘sGoldenRul
5、eCustomerperceptionistheonlyrealityNoobjectivetruthaboutbetterproductsMarketingisabattleofperceptions,notproductsAbattlefoughtinthemindoftheprospectNeedtounderstandhowtheyseethingsYoucannotcompelconsumers(morethanonce)TheBrandConceptTheBrandliesattheheartoftheMarketingConceptW
6、hatisaBrand?GreatBrandsareGreatIdeasBundlesofbenefits,rationalandemotional,thatdeliverpleasure,meaningandsatisfactiontopeopleWhatisaBrand?ProductsliveonshelvesBrandliveinthemindProductsarethedeliverymechanismBrandsoutliveproductlifecyclesWhatisaBrand?TheBrandistheTrustmarkItid
7、entifiesandguaranteesproductqualityandperformanceWhatisaBrand?BrandsaddvaluetocommoditiesBrandsaddvaluetogenericproductsbyaddingMeaningWhatisaBrand?BrandsbecomeSymbolsMovingbeyondsimpleutilitytobecomecomplexvaluesetsWhatisaBrand?BrandsareaconsumerlanguageAmeansofself-expressio
8、n-abadgeAkindofpersonalsymbolism-amirrorWhyAreBrandsImportant
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