盛世长城培训1.PPT.ppt

Introduction The Bigger Picture Marketing  Brands Sales Push?- Supply led Company needs first Making a Sale Selling what you make Marketing Pull?- Demand led Customer needs first Making a Deal Making what you sell What is a Brand? Great Brands are Great Ideas Bundles of benefits, rational and emotional, that deliver pleasure, meaning and satisfaction to people All marketing activity is communication - Product design/formulation - Brand name / packaging design - Positioning / promotion - Pricing / Distribution All offer meaning, offer to meet needs Consumer responds to the whole enchilada