营销管理与策略.pdf

营销管理与策略 个人简历个人简历 学历(1987-1992) ?康乃尔大学工业工程学士 ?康乃尔大学工业工程硕士 经历(1992- 2002) ?Andersen Consulting, Staff ?? IBMIBM 政府事业群业务专员政府事业群业务专员 ? IBM 政府事业群业务经理 ? IBM 公众事业群业务协理 ? IBM 大中华总经理特助 ? IBM 市场营销处总监 What is The Best Marketingg? MarketingMarketing Company?? Text-book Definition of Marketing Marketing is to discover unmet needs and to prepare satisfying solutions Marketing is to deliver customer satisfaction profitability Marketing is defined as the science and art of finding, keeping, and growing profitable customers The art of marketing is largely the art of brand building - Philip Kotler Agenda Mission of IBM Marketing IBMIBM MarketingMarketing BlueprintBlueprint Market Intelligence (MI) Marketing Management (MM) Distribution Channels Management (DCM) Integrated Marketing Communications (IMC) Marketing Operation (MO) MarketingMarketing PlanningPlanning ProcessProcess IBM Taiwan Marketing Operations Q A Mission of IBM Marketing Understand the marketplace link it to strategy planning LeadLead thethe dedevelopmentelopment ofof qualityquality marketingmarketing plansplans integrationintegration Make integrated marketing communications work Common message architecture Eliminate conflicting messages duplicated efforts Optimize marketing investment among various tactics business units Agenda Mission of IBM Marketing IBM Marketingg Bluepprint Market Intelligence (MI) Marketing M