高階領導人的策略領導.pptVIP

Writing The Basic Selling Idea Step 1. Assessing User Needs. In the Benefit/Segment Matrix section, you examined your segments’ needs. Your list of benefits should fit these needs. Primary segment name: Unfulfilled needs:? ? Secondary segment name: Unfulfilled needs: ?? Tertiary segment name: Unfulfilled needs:? Step 2: Assessing Product Benefits. Describe of your product that meet the needs of the segments. If the benefits do not needs, then something is wrong. Either redesign your product or redefine your segment. Write the benefits of your product in the spaces below. Primary segment name: Benefits that needs: Secondary segment name: Unfulfilled needs: ? Tertiary segment name: Unfulfilled needs: The Language of Promotions The words used in a BSI translate into advertisements. For this reason, they need to be carefully chosen. Use descriptive words that accurately translate a feeling into an image and convey a message to be carefully chosen. Use descriptive words that accurately translate a “filling” into “image” and convey a message to the user. The message should be “this product is perfect for you”. It is different to choose the right adjectives to convey your intended message. Writing your marketing mix strategies Make copies of this form for each of the segments in your market. Then write In the name of the segment and briefly describe five strategies for each marketing mix variable for that segment. SEGMENT NAME Price Strategies: Product Strategies: ?Promotion Strategies: Distribution Strategies: ? Writing Your Marketing Action Plan Reread your Marketing Mix Strategies, and choose one for this exercise (promotional strategies provide the most variety in Action Plan writing). Break your strategy into as many Action Plans as possible (one Action Plan for each marketing idea). Name each Action Plan and list its purposes to the right. You may wish to make copies of this form for future use. Action Plan: Purposes: Now