麦肯锡市场营销战略分析模型（61页）.pptVIP

NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*Allserviceimprovementsshouldbepilot-testedbeforefull-scalerollout.Thegamingclientactuallybuiltamock-uppilottotestcustomerresponsesNCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*RECRUITINGNCPC980929BJ(GB)*NCPC980929BJ(GB)*RECRUITINGTRAININGNCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*ProcessincorporatesrealtimemarketinformationThelackofsystematicfeedbackfromthefield(coupledwithanoutofcontroldiscountingprocess)oftendistortsperceptionsonpricesrelativetocompetitorsandthusitisnecessarytocaptureandresistmarketinformationregularly?NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*NCPC980929BJ(GB)*texttextNCPC980929BJ(GB)*最佳做法3.宣传价值包装广告促销、公关常见错误制订有市场针对性的计划；自下而上来制订根据经验分配经费制定有市场针对性的计划；自下而上来制定衡量每个关键行动，只重复那些效果已被证明的行动根据经验分配经费在消费者中做过测试与总的价值定位一致拘泥于传统做法或听从经理人员的突发奇想宣传价值的具体活动：最佳做法和常见错误NCPC980929BJ(GB)*确定合适的包装改进包装方法测试和选择适合产品和细分市场的包装形式(运用类似于价格测试的程序)通过市场调查来评估消费者及销售渠道对不同包装形式的态度目标主要活动瞄准的产品/目标市场细分估测市场标准确定具体细分市场的包装策略对比竞争对手的方法，找出限制条件和机会酒瓶、罐或桶的类型/型号能否循环使用标签特征(例如，颜色、衬底)运输包装(例如，塑料箱或纸板箱)3.宣传价值NCPC980929BJ(GB)*营销费用：自下而上，而非自上而下包装广告促销，公共关系3.宣传价值总体广告/促销组合目标总花费广告目标媒体(花费)版本(广告主旨)促销/公共关系目标花费项目NCPC980929BJ(GB)*挑战传统才智,从市场经验中汲取教训来自中国市场的经验教训对广告支出提出严厉挑战充分斟酌促销费用所产生的影响反复测试面向消费者的有新意的促销手段根据消费者的消费形式和消费行为来精心调整组合并降低总的营销费用主要问题