市场(产品)经理的生存能力.pdfVIP

Marketing Specialist Survival Skills 产品经理的生存之道 Topics主题 F Objectives 目的 F Questions and answers?问答环节 F Role description (What I am supposed to do?)角色描述 （我应该做什么？） F Facts – knowledge事实-知识 F Value analysis / ie (How do I add value)价值分析/亦即 （我如何增加价值） F Current time allocation当前时间分配情况 F Planning cycle规划周期 F Prioritization 设定优先级 F Managing your boss管理你的老板 F Market Sell市场销售 F Next Steps后续行动 Role description (What I do?) 角色描述 （我做什么？） F Output Based, knowledge, skills 输出为导向- 知识、技能与结合 F Who are you now –你现在的身份- – carefully selected 精挑细选的结果 （ 2.5% 的精英之列） – Accountable for $负责利润 – Strategist, Marketers战略家、营销者 – Excel at what you do擅长你所做的事情 – Competition is now 面临挑战/竞争 F Not Sales, not RD, not manufacturing不是销售、不是研发、不是生产 Marketing Specialist Role市场专员的核心角色 Inputs - Understand Customer Needs 输入- 了解客户需求 Strategy Marketing Action Plan 战略 营销行动计划 Internal and External Communication 内部沟通与外部沟通 Outcome - Meet Customer Needs and generate Profits 结果 - 满足客户需求，创造利润 Marketing Specialist Responsibilities 市场专员的职责 F Manage existing products through their life cycle根据生命周期管理现有产品 F Develop and Manage new product concept/proj ects开发管理新产品感念或项目 F Chairperson of marketing team 营销团队(市场部)负责人 F Market analysis, evaluation and understanding市场分析、评估和理解 F Leads the development of marketing Strategy领导制定营销策略 F Ensures strategy is integrated to Sales Action Plans确保营销策略纳入销售行动计划中 F Manages Marketing mix (Product, Price, Promotion, Place)管理营销组合(4P) F Accountable for forecasting, budgeting, next year and