2011年营销系统培训资料-06-设定营销目标(实战篇)[打造商绩效管理].pptVIP

Training for 2011 Marketing System Prepared by Lewis Tang Apr, 2011 B3. Setting Marketing Objective 内容 为什么要设定营销目标； 如何设定营销目标； 短期和长期的营销目标； 营销目标调整。 为啥？ 更容易控制整体营销计划； 提供一个方向，让员工上下一心； 更容易调整和调配公司资源。 如何设定营销目标？ 通过市场信息和分析后，帮助设定“合理”的营销目标。 利用SMART原则帮助设定营销目标： 短期目标 vs 长期目标 短期营销目标 年度销售/营销目标； 推广目标（广告、促销、电子邮件营销）； 长期营销目标 一般以3年或5年为目标宽度； 客户/品牌知名度、满意度、忠诚度等等； 与环境/社会/道德等相关目标； 目标分类 目标范围 目标例子 利益相关 To achieve a 20% return on capital employed by August 2015. 市场份额 To gain 25% of the market for XYZ Exhibition by September 2013 推广方面的 To increase awareness of the XYZ Events in China from 12% to 25% by June 2013. To increase interest of purchase of ABC Exhibition from 2% to 5% of our target group by January 2015. 生死存亡 To survive the current double-dip recession. 发展 To increase the size of our exhibition sales from $200,000 in 2011 to $400,000 in 2013. 品牌 To make Y brand the preferred brand of 21-28 year old females in North America by February 2015. Consumer Behavior Cognitive Stage Affective Stage Behavioral Stage AIDA Model Hierarchy of Effect Model Innovation Adoption Model Information Processing Model Aware Interest Desire Action Aware Knowledge Liking Preference Conviction Purchase Aware Interest Evaluation Trial Adoption Presentation Attention Comprehension Yielding Retention Behavior IMC Objectives Aware Liking Preference Conviction Knowledge Purchase 90% Mass Media Campaign 70% Announcements, descriptive copy, classified ads, Slogans, etc. 40% “Image” copy, status, glamour appeals, etc. 20% Competitive Ads, Argumentative copy, etc. 20% (trial) Buy 1 free 1 promotions, SALE, etc. 5% POP, Retail Store Ads, “Last Chance Offers”, etc. Communication Effect Pyramid IMC Objectives - Example Aware Liking Preference Conviction Knowledge Purchase Objective 1 – Create awareness among 90% of target audience. Use repetitive advertising in newspapers, magazines, TV and radio programs. Simple message. Objective 2 – Create interest in the brand among 70% of target audience. Communic