市場營銷的定義和實際操作

1、 Pathfinder-Marketing Knowledge Seminar.Why Brand? The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity. Then price is what counts. Philip Kolter.About BrandBrand not only the name, icon or logo,but also inner meaning

2、meaningappearancelinkageexpectationexperience.Parmalat light milk. 0% of fat.Now with Auto transmission.JEEP CHEROKEE 2.8 CDR.Axe Effect.Look, the new Audi RS1.What Is Marketing?The whole period from products to profit The bridge between enterprise and customer Enterprise ACommodity aFactoryChannelM

3、arketEnd-usersWarehouseCommodity aSales outletBrand ahomeBrand aCash flowMarketing.Four P Strategies1.Product Strategy2.Place Strategy3.Price Strategy4.Promotion StrategyPositioning (Volvo, Haagen-Dazs)People (the team).Aimed at aChanging, Changeable, and Reacting Target Market.In aChanging, Changea

4、ble, and Reacting Competitive Economic Technological Social-Cultural Political-Legal Environment.Unfortunately(?)Every one could comment, however, no one could meet everyones demand.The power of channel-about distributionDistribution channel (customer) National distributorsLocal dealers / provincial

5、 distributorsretailersThe end-users (customer) The bridge between enterprise and customers.The selling process:Prospecting and qualifyingApproachPresentationHandling objectionsClosingFollow-upButThat is your process: the customer goes through a very different process!.The purchasing process:Recognit

6、ion of need (tangible demanding, product value)Search for alternativesEvaluation of alternativesDecisionPlace the order.Execution is as Important as PlanningAsk how you can achieve the sales target, what necessary action do you need to takeIdentify key success factors for each promotionInvolve regio

7、nal marketing executive in execution instead of giving money to channel to implement Involve distributors and dealers when discuss sales target and investment and actionEnsure all along the distribution channel understand the activities, follow and do what they need to doEnsure Local Assistant and p

8、romoters understand their roleEnsure everything need to be in place before promotion start ( stock, POS, premium, promoters etc) Allow sufficient time for planning and preparationMonitor and make revision as early as possible .When making the Action calendar, avoid Conflict with other channel partne

9、rs priorities Conflict with central marketing activities Channel partners selling in too many promotion simultaneously Repetitious use of identical promotion tactics Wasteful use of promotion moneyOver promoting a brand in a short period of time and no follow up actionCritical action dates (launch d

10、ate, peak sales seasons) and responsibilities being missing Develop a Logical Action Calendar Action calendar should be continually updated and revised Timing of the promotion is the key factor to success Plan ahead for 2 months.Co-ordinate key marketing and sales activities , ask does the channel h

11、ave stock before promotion starts, have the salesgirl and promoter equipped with product knowledge / sales tools, is POS /gift ready in place are the shops /promoters/ LA well informed when is the critical action dates, dose it crash it any holidays or big events who need to be involved (central tea

12、m, distributor, dealers, LA, promoters, ect.) who responsible for what The reporting milestoneB 1 get 1 promotion takes at least 3 weeks for gift sourcing and delivery, POS design and printing, media bookingDevelop a Logical Action Calendar.Access against your objectivesSales VS forecast (achievemen

13、t %)Market share increase %No. of channel participating, Numerical distribution % increase POS coverage Promoter sell outOut of stock reportROI, Cost/unit soldUse of researchAwareness levelEvaluate and Learn from Your Result.Do Not Miss Operator OpportunitiesOperator handset bundling business is unc

14、ertain but is increasingOperators demand total product + service solution, work with key accountsEstablish and own relationship with provincial CMCCConstant update (product presentation/newsletter)Capitalize on distributors relationship, get contact and informationTest /sample phonesProvide product

15、+ service solution Proactive to identify business opportunities.Share Your Experience Share your activities resources and result with other regionsTo save preparation timeTo save cost for volume purchaseTo learn, adapt and use in your regionsWhat can be shared :Roadshow plan & scriptGift / special POS sourcing Local PR activit