普华永道WC中国企业改造工具库Section 6 - Marketing Sales.docVIP

Section 6 – Marketing and Sales CONFIDENTIAL PAGE 2 Enterprise Restructuring and Development Methodology Manual FILENAME Section 6 - Marketing Sales, June 2002 - PAGE 9 - Section 6 – Marketing and Sales CONFIDENTIAL Enterprise Restructuring and Development Methodology Manual FILENAME Section 6 - Marketing Sales, June 2002 - PAGE 1 - Section 6 Marketing and Sales Methodology Manual TOC \o 1-4 Chapter 1 Overview 2 What is Marketing and Sales? 3 Why marketing is important 3 The Seven Keys to building a successful marketing and sales strategy 6 Step One: Environment Analysis 6 Step Two: Competition Analysis 6 Step Three: Consumer Research 6 Step Four: Customer Analysis 6 Step Five: Self Evaluation 6 Step Six: Positioning 6 Step Seven: Marketing Strategy Development 6 Chapter 2 Route Map 8 Seven Keys to a Successful Marketing Sales Strategy 8 Chapter 3 Methodology 9 Step 0: Marketing Principles 9 Step 1: Environment Analysis 11 Step 2: Competition Analysis 12 Step 3: Consumer Research 15 Step 4: Customer Analysis 18 Step 5: Self Evaluation 20 Step 6: Positioning 22 Step 7: Marketing Strategy Development 24 Managing the Sales Function 28 Section 6 – Marketing and Sales CONFIDENTIAL Chapter 1 Overview Marketing Management seeks to ensure the achievement of business objectives by: Ensuring the enterprise can focus on the right market segments, suitably position their product and service offerings so as to delight customers; Implementing policies and procedures to ensure the achievement of marketing plans; Providing systems and processes that focus on managing the performance of the marketing sales professionals, teams and the department. Many enterprises, in China, currently have a sales function but typically the scope and capabilities of the function are limited. This usually does not include the functions of a well-developed western marketing function. Necessary work therefore includes: Raising awareness of the full scope of Marketin