市場營銷和策劃

1、Building Your Own Case創(chuàng)立你自己的案例What products do you sell/ market?你主要推廣什么產(chǎn)品？Who do you serve?你主要效勞那些群體？Who are your main competitors?你主要的競爭對手有哪些？2022/7/81Marketing vs. Selling: What is the Difference? 市場營銷與銷售的區(qū)別及共同點 Marketing is everything that you do to reach and persuade prospects市場營銷是你該如何讓你向客戶提供你的信

2、息并設法說服他們Marketing is also sales multiplied同樣，市場營銷亦是讓銷售倍增的過程Selling is everything that you do to close the sale and get a signed agreement or contract銷售是交易過程的終結(jié)，合同的簽訂。Sales are generally interpersonal interaction一般，銷售是人與人之間的互動過程。Both are necessities to the success of a business. You cannot do without

3、 either process.兩者都是企業(yè)成功的必備要素，缺一不可。2022/7/82Marketing 營銷The Core of any Business is 任何企業(yè)的核心就是 The Customer 顧客2022/7/83Simple Yet Accurate Marketing Research Methods簡易精準的市場調(diào)研Objective of the Research市場調(diào)研目標Description of the Market市場描述Target Markets目標市場Products and Services that appeal to the target m

4、arket目標市場所需的產(chǎn)品及效勞Problems that current target market needs to solve現(xiàn)目標市場存在的問題2022/7/84Simple Yet Accurate Marketing Research Methods簡易精準的市場調(diào)研Market Metrics市場基準Size estimates (current and future) for:市場規(guī)模評估當前及未來Overall market總市場Individual market segments個體市場份額Usage rates使用率Growth estimates (current a

5、nd future)增長評估當前及未來2022/7/85Simple Yet Accurate Marketing Research Methods簡易精準的市場調(diào)研Competitive Analysis競爭分析Current Competitors - full analysis of top competitors including:現(xiàn)有競爭者-主要競爭對手的全面分析Products & Services (e.g., description, uniqueness, pricing, etc.)產(chǎn)品及效勞如產(chǎn)品描述、特色、定價Market share 市場份額Current cust

6、omers現(xiàn)有顧客Positioning and promotion strategies市場定位及促銷策略Partnerships/Alliances/Distributors合作者/同盟/分銷商Recent news近況SWOT Analysis SWOT分析Potential Competitors潛在競爭者2022/7/86Simple Yet Accurate Marketing Research Methods簡易精準的市場調(diào)研Secondary Data二級數(shù)據(jù)Internet網(wǎng)絡Newspapers/ Magazines報紙/雜志Trends Analysis趨勢分析Prima

7、ry Data一級數(shù)據(jù)Customer vs. non-Customer Surveys顧客及非顧客調(diào)查Online vs. Offline在線及非在線調(diào)查Questionnaires vs. Face-to-Face Interviews問卷調(diào)查及當面采訪What data would you like to collect?你想收集哪方面的數(shù)據(jù)？2022/7/87Traditional Sales & Marketing Process from Beginning Till End傳統(tǒng)的銷售、營銷過程Product Development產(chǎn)品開發(fā)Marketing營銷、推廣Tele-Sa

8、les 營銷Sales銷售After-Sales Support售后效勞2022/7/88Enlightened Sales & Marketing Process from Beginning Till End改進后的銷售、營銷過程Starting Point of 1 to 1 Marketing一對一營銷的起點2022/7/89Blue Ocean vs. Red Ocean Strategy 藍海 vs. 紅海戰(zhàn)略一般馬戲團 vs. 時空之旅一般面包店 vs. 面包新語 (Bread Talk)一般電腦企業(yè) vs. 戴爾電腦一般MP3機 vs. iPod一般招待所 vs. 莫泰168/

9、 錦江之星2022/7/810Using the Blue Ocean Strategy as a Market Planning Tool 運用藍海戰(zhàn)略來作市場籌劃What are the main offerings made by competitors now?目前，競爭對手提供的主要產(chǎn)品Who are they targeting?他們的目標顧客是哪些人？Who have they left out?哪局部客戶群被他們忽略了？What should we improve upon?我們可以從哪些方面進行改進？What should we start to provide?我們可以提供

10、什么？What should we reduce?我們需要減少什么？What should we stop doing?哪些我們不應該再做了？2022/7/811Defining Your Unique Selling Proposition and Market Positioning找尋你的獨特賣點以及市場定位Overt Benefits突出的益處Real Reason to Believe讓人信服的理由Unique and Dramatic Difference獨一無二的特色2022/7/812Overt Benefits 突出的益處Features, Advantages and Be

11、nefits特征、優(yōu)勢與益處Do you ever buy你有否購置過:Computers電腦Property房產(chǎn)Cars汽車Price vs. Value價格 vs. 價值2022/7/813Real Reason to Believe能說服人的可信度Media 媒體Believability可信度Mass Media 大眾傳媒(T.V.電視/ Radio廣播/ Newspapers報章/ Magazines雜志)15%-42%Internet 英特網(wǎng)(Web Sites網(wǎng)站/ Web Ads網(wǎng)上廣告/ e-Mails電郵)10%2022/7/814Real Reason to Believ

12、e能說服人的可信度5 Strategies 5個策略Simple logic 簡單邏輯If customers have unanswered questions about a product, theyre less likely to buy 如果顧客對某個產(chǎn)品有疑問，他們購置的幾率就很小If you educate your customers, you gain their trust and confidence immediately當你客觀地對顧客進行產(chǎn)品、效勞教育，你將贏得他們的信賴Personal experience 個人經(jīng)歷Sampling樣品Demo示范Sensory

13、觸覺Reputation 聲望Testimonial/ Referral 鑒證、推薦Guarantee保證2022/7/815Unique and Dramatic Difference獨特及戲劇性的區(qū)別Having Your Unique Selling Propositions (USP)設定你的獨特買點(USP) The reason or reasons why customers buy from you and not from anybody else 你的顧客只向你購置,而不選擇他人的理由Unique Benefits 獨特益處Relevance 供其所需Consistency

14、/ Congruency 一致性Values & Beliefs 價值觀與信念2022/7/816Branding & Positioning 品牌與市場定位Branding is not about getting your prospects to choose you over your competition; its about getting your prospects to see you as the only solution to their problem. TM - Rob Frankel“建立品牌不是為了讓你在市場上建立優(yōu)勢，在同行中鶴立雞群,而是使你成為你的市場對

15、象的不二選擇. TM- Rob Frankel2022/7/817Building a Brand with a Dramatic Difference 創(chuàng)造獨一無二的品牌Branding is NOT about you. 你的品牌不是由你說了算Its about how your customers perceive you to be. 你的品牌是靠客戶對你的感覺、概念形成的Do You Add Value to Your Customers?你有否為客戶創(chuàng)造價值？If You Cease to Exist, will Your Customers Miss You? 如果你不存在了，你

16、的客戶是否會想念你？If yes, what will they say about you? 如果他們會想你，他們會說些什么？What are your qualities that they remember most? 你有哪些優(yōu)點是他們印象最深的2022/7/818Sustainability Matrix持續(xù)性矩陣Expensive Waste of Effort 昂貴的浪費Sustainable Growth 持續(xù)的增長Cheap Waste of Effort 低廉的浪費 Make money fastbefore you get copied 在他人模仿之前趕快賺錢Same O

17、ld Stuff 老一套Dramatically Different 截然不同 Easy to Implement 容易實施Hard to Implement 很難實施2022/7/819Sustainability Matrix持續(xù)性矩陣Expensive Waste of Effort 昂貴的浪費Sustainable Growth 持續(xù)的增長Cheap Waste of Effort 低廉的浪費 Make money fastbefore you get copied 在他人模仿之前趕快賺錢Commodity一般商品 Monopoly 市場壟斷Same Old Stuff 老一套Dram

18、atically Different 截然不同Easy to Implement 容易實施Hard to Implement 很難實施2022/7/820How to Prevent Yourself from Being Copied 如何防止被別人仿效Dont Focus on Technology不要將重點放在技術(shù)上The Hardest Things to Copy are最難復制的東西是:Business Models商業(yè)模式Service Standards效勞標準Organisation Culture 企業(yè)文化Quality Brand優(yōu)質(zhì)品牌2022/7/821Why You

19、 Need Repeated Sales 為什么你需要重復銷售It costs you 5-6 times more selling to new customers as compared to existing ones 向新客戶行銷的本錢是舊客戶的5-6倍A 5% increase repeated customers can result in an increase of 50-90% increase in profits 回頭客增加5%將導致利潤增加50%-90%Successful marketing is when your customers buy from you mo

20、re than twice 成功的營銷是讓你的客戶能夠?qū)掖钨徶肁ccording to the Pareto Ratio, 20% of your customers will give you 80% of your sales根據(jù)“Pareto比率，20 % 的客戶將提供 80% 的銷售收入。關(guān)鍵就是知道誰屬于這 20%2022/7/822Ansoff MatrixAnsoff 市場方格Current Products, Future Markets現(xiàn)有產(chǎn)品，新進入的市場Products產(chǎn)品REV. QTDISK3 PAGE 81997 Human Resource Development

21、 Sdn BhdNew Products and Markets新產(chǎn)品與新市場Current Products and Markets現(xiàn)有的產(chǎn)品與現(xiàn)有的市場Current Markets, Future Products新產(chǎn)品，現(xiàn)有的市場Markets Current目前Future將來Future將來Ansoff MatrixAnsoff 市場方格Current Products, Future Markets現(xiàn)有產(chǎn)品，新進入的市場Products產(chǎn)品REV. QTDISK3 PAGE 81997 Human Resource Development Sdn BhdNew Products

22、and Markets新的產(chǎn)品與新的市場Current Products and Markets現(xiàn)有的市場與現(xiàn)有的產(chǎn)品Current Markets, Future Products新產(chǎn)品，現(xiàn)有的市場Markets Current目前Future將來Future將來How to Develop New Products如何開拓新產(chǎn)品Creativity創(chuàng)新Blue Ocean Idea Generation藍海式想法的產(chǎn)生Defining the Concept概念確定Is it economically viable?具有經(jīng)濟可行性嗎Developing the Concept概念開展Pro

23、totype or Pilot Testing模型或試點測試Testing and Finalising the Concept推敲、總結(jié)Final Product最終產(chǎn)品定型Full Product Launch產(chǎn)品市場推廣Product Launch Plan產(chǎn)品市場推廣籌劃Local, National or Global當?shù)厥袌觥⑷珖袌觥⑷蚴袌鯩onitoring Success過程監(jiān)控Managing the Life Cycle規(guī)劃產(chǎn)品生命周期What to do when Competitors Catch Up?競爭者進入時如何應對2022/7/825How to Opti

24、mise Your Media Mix如何優(yōu)化媒體的選擇與推廣受眾針對性受眾覆蓋率客戶保持率編輯內(nèi)容客戶數(shù)據(jù)庫互動性雜志報紙電視戶外（海報和LCD屏幕）廣播直復營銷網(wǎng)絡2022/7/826Building Distributor Networks 如何建立合理的市場渠道Types of channels used銷售渠道的類型direct - e.g., direct via sales force, Internet, etc.直銷銷售人員、網(wǎng)上直銷等等indirect - e.g., retailers, wholesalers, agents間接零售商、批發(fā)商、代理商combinatio

25、n 綜合Level of market coverage市場覆蓋程度intensive - e.g., mass availability密集廣泛覆蓋selective - e.g., wide availability選擇性大面積覆蓋exclusive - e.g., restricted availability獨家代理嚴控銷售渠道Outlets handling productTypes類型number/level of penetration市場滲透程度geographic location地理位置Perceived product positioning產(chǎn)品定位in relation

26、 to competitors 與競爭者的關(guān)系2022/7/827Distributor Selection如何選擇優(yōu)質(zhì)的分銷商Size of Sales Force銷售團隊的規(guī)模Sales Record銷售記錄Sales Force Compensation Plan銷售人員Territorial Analysis銷售區(qū)域劃分分析Product Mix產(chǎn)品組合Customer Profile顧客Promotional Trust推廣委托Inventory Management and Facilities庫存管理及庫存設備Technological Compatibility技術(shù)兼容性202

27、2/7/828Why Strategic Alliance? 為何建立戰(zhàn)略聯(lián)盟Better Usage of Resources 更好地利用資源Share resources資源分享Other peoples resources應用他人資源Being Big without Getting Big小公司以大企業(yè)形式出擊Better Market Penetration更好地浸入市場2022/7/829“Simply stated, networks are people talking to each other, sharing ideas, information, and resourc

28、es The important part is NOT the network, the finished product, but the process of getting there - the communication that creates the linkages between people and clusters of people.John Naisbitt“簡單地說, 交流就是人與人在溝通，分享理念、信息或自愿 最重要的不是交流本身，而是交流的過程 也就是能夠連接其他不同人群的溝通過程約翰奈斯比特What Is a Network? 什么是交流？2022/7/83

29、0LEVERAGED Marketing Matrix杠桿營銷圖表Your Products你的產(chǎn)品Others Customers其他客戶Products產(chǎn)品REV. QTDISK3 PAGE 81997 Human Resource Development Sdn BhdOthers Products其他產(chǎn)品Others Customers其他客戶Your Products你的產(chǎn)品Your Customers你的客戶Others Products其他產(chǎn)品 Your Customers你的客戶Customers Yours你的Others其他Others其他TMPlayers in the

30、Game 游戲里的玩家Customers客戶Suppliers供給商Complementors補足商Distributors分銷商Competitors競爭對手Yourself你自己Potential Players即將進入市場的玩家2022/7/832Leverage - R.I.C.E杠桿操作Resource(資源)$(資金)Time(時間)Ideas(點子)Contacts(人脈)Expertise(專長)2022/7/833How to Budget for Your Marketing Plan如何計算市場營銷本錢及利潤Marketing Contribution市場營銷奉獻Reve

31、nue should follow sales forecasts銷售預算Show expenses by category支出工程分門別類Breakdown by分解為Product產(chǎn)品Segment/Geographic area地理區(qū)域Distribution Network/Channel分銷渠道Breakeven Analysis收支平衡分析Fixed Costs固定本錢Variable Costs可變本錢Ratio Analysis比率分析Sales Cycles銷售循環(huán)Customer Conversion Ratios顧客流動率2022/7/834Factors Affecti

32、ng Price Setting影響價格設定的因素Cost factors 核心因素Fixed costs to be covered 固定本錢Variable costs 可變本錢Customer expectations 顧客期望Company expectations 公司期望e.g., margins, ROI如毛利、投資回報Demand Considerations 需求分析market elasticity 市場彈性position on product life cycle 產(chǎn)品生命周期的階段Competition 競爭Economic conditions 經(jīng)濟條件Legal/reg