世上最强大的力量莫过于应势而生的思想.pptVIP

“Nothing on earth is as powerful as an idea whose time has come”“世上最强大的力量莫过于应势而生的思想” Drayton Bird Shanghai November 2005 杜雷顿﹒勃德 上海 2005年11月 The aim of marketing? 营销的目标是什么? “Make selling superfluous..... know and understand the customer so well that the product or service fits him and sells itself.” “使销售变成锦上添花… 了解并理解客户,使产品或者服务切合客户需要，达到客户自发购买的目的。” - Management Tasks, Responsibilities and Practices, 1973, Peter Drucker 《管理任务、责任及实践》,1973年,彼得?杜鲁克 Direct marketing: it’s inevitable直复营销：大势所趋 a) Social change 社会变革 b) Financial pressure 财务压力 c) New technology 新兴技术 The 3 stages: where are you?三个阶段：你处于哪个阶段？ Only four ways 只有四种途径 Get more customers 取得更多客户 Get them to buy more 促使客户购买更多产品 Get them to buy more often促使客户更经常地购买商品 Or keep buying for longer或者使客户更持久地购买商品 In every case, direct can be key在任何情况下， 直复营销是关键 What is direct marketing?什么是直复营销？ “Any communication through any medium which reaches people directly, or where they respond directly.” “通过一切可以直接接触客户的途径、或者客户可以直接作出反应的媒介而进行的沟通” - “ Commonsense Direct Marketing”, 1982 《直复营销锦囊》，1982 The aim of Direct Marketing直复营销的目标 “Identify your prospect or customer as an individual and build a lasting relationship, to their greater benefit and your greater profit.” “把你的潜在客户或现有客户视为个体，与他们保持长远关系，从而更大程度上满足他们的利益，获取你的利润。” - “Commonsense Direct Marketing”, 1982 “直复营销锦囊”，1982 The Three Stars 三条锦囊妙计 Isolate individuals, and store relevant details on a database. 区分个人，并在数据库中存储详细的相关个人信息 Build a continuing relationship - by using data appropriately. 通过适当使用数据建立持久的关系 Build a profitable relationship - by testing everything. 通过测试各方面情况建立可赢利的关系 The first star 第一条妙计 Isolating prospects 区分潜在客户的信息 A suggestion 建议 Examine every stage in your customers’ dealings with you - intensively. 在各个过程中，深入分析和客户的交往 Before the sale 销售前 During the sale 销售过程中 After the sale 销售后 The second star第二条妙计 Build a continuing relationship 建立持久的关系 Why firms lose customers 为何公司会流失客户 1. Moved away or died 搬迁或结业 ? 4% Other compan