创业公司的营销与品牌管理_奥美.ppt

By Estela Kuo 郭伟琼 2003年12月12日 江西南昌 培训内容 导言 创业期中的营销工作推展与营销团队建立 从品牌建立到品牌扫描到品牌面临的挑战 360度品牌传播理论与360度世界中的创意 案例分享 想像你刚刚成立了一个公司... 刚开始,人员的组成如何? 个人的分工如何? 业务会如何发展? 随着业务的发展,公司的人员和组织结构会有什么变化? 市场部功能的演进 The Evolution of a Marketing Organization 问题一 管理层发现无法在营销方面有足够的关注力 诊断 准备进入第二个发展阶段 处方 雇用一个市场部经理 管理层继续负责产品开发制订价格; 以及新客户的初步接触与销售支持 市场部功能的演进 The Evolution of a Marketing Organization 问题二 产品或市场多到管理层难以协调 诊断 准备进入第三阶段 处方 雇用产品经理并给与销售,广告,调研的支持 授权产品经理管理市场工作 管理层负责市场策略 市场部功能的演进 The Evolution of a Marketing Organization 问题三 目前市场规模下,成长有限 诊断 准备进入第三阶段 处方 将市场工作下放到各个负责部门 成立集团市场部负责 评估各部门市场计划 提供市场策划,调研需要的知识与培训 管理集团的市场与传播工作 市场部功能的演进 成长中企业的营销组织阶段 Entrepreneurial Marketing 创业营销 Opportunistic Marketing 机会营销 Responsive Marketing 回应营销 Diversified Marketing 多元营销 Marketing Effectiveness Audit营销效果检验 Customer Philosophy 客户心理 Does management recognize the importance of designing the company to serve the needs and wants of chosen market? Does management develop different offerings and marketing plans for different segments of the market? Does management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business? Marketing Effectiveness Audit营销效果检验 Integrated marketing organization 整合营销组织 Is there high level marketing integration and control of the major marketing functions? Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance? How well organized is the new product development process? Marketing Effectiveness Audit营销效果检验 Adequate marketing information 足够的市场信息 When were the latest marketing research studies of customers, buying influences, channels and competitors conducted? How well does management know the sales potential and profitability of different market segments, customers, territories, products, channels and order sizes? What effort is expended to measure the cost effectiveness of different marketing expenditures? Marketing Effectiveness Audit营销效果检验 Strat