市场营销的定义跟实际操作.pptVIP

Share Your Experience Share your activities resources and result with other regions To save preparation time To save cost for volume purchase To learn, adapt and use in your regions What can be shared : Roadshow plan script Gift / special POS sourcing Local PR activities Joint promotion partners contact and mechanisms Promoters training materials Successful cases Complaints and crisis How to share Send to co- ordinate by regional MKT head Upload report and photos in the public server Let’s make it happen!! * 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 Brand… Brand not only the name, icon or logo, but also inner meaning meaning appearance linkage expectation experience … 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 A Commodity a Factory Channel Market End-users Warehouse Commodity a Sales outlet Brand a home Brand a Cash flow Marketing Four P Strategies 1.Product Strategy 2.Place Strategy 3.Price Strategy 4.Promotion Strategy Positioning (Volvo, Haagen-Dazs) People (the team) Aimed at a Changing, Changeable, and Reacting Target Market In a Changing, Changeable, and Reacting Competitive Economic Technological Social-Cultural Political-Legal… …Environment Unfortunately(?) Every one could comment, however, no one could meet everyone’s demand The power of channel-about distribution Distribution channel (customer) National distributors Local dealers / provincial distributors retailers The end-users (customer) The bridge between enterprise and customers